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Increasing Communications Capacity- Michael Goldberg
The document discusses the importance of storytelling in environmental communication, emphasizing the need to engage and educate the public about watershed issues, pollution, and conservation. It advocates for strategic communication targeting specific stakeholders, including local officials, to promote actions for healthier rivers and sustainable practices. Personal anecdotes highlight the impact of environmental health on communities and the responsibility of individuals and organizations to advocate for clean water and land stewardship.
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Increasing Communications Capacity- Michael Goldberg
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- 4. I don’t livein a watershed
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- 9. Meaning always comes fromthe story. Facts illustrate the story
- 10. Put the landback in the story
- 11. Using plants andtrees to filter water, absorb pollutants, slow run-off and reduce erosion is a Great Idea!
- 12. Choose Your Words Avoid Use Environment Land, air and water TMDL’s Pollution limits Biodiversity / endangered species Fish and wildlife Regulations Safeguards/protections Storm water Polluted run-off Low impact development- LID’s Filtering Land around rivers lakes and Watershed streams Conservation groups / Environmental groups organizations protecting land, air, and water Agricultural land Working farms Poorly planned growth/ Urban sprawl development
- 13. It’s not aboutthe watershed Health Safety Security Responsibility Accountability
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- 16. STRATEGIC COMMUNICATION What action(s)do we want taken? Who can take that action? What story do they need to hear? Who should they hear it from? How can we deliver the message?
- 17. NAMING THE TARGETS Focuson primary targets: elected officials Which ones? Name them!
- 18. Name them To theEditor: Council Member MacKenzie spoke to the Chamber of Commerce recently about our opportunities for economic development. He’s right to be saying we have to plan ahead… (our infrastructure, our assets, our water…)
- 19. “Important action canbe taken at the local level too. D.C. Mayor Vincent Gray has set a goal of making the Potomac clean enough for children to swim in and healthy enough that fish pulled from it can be eaten. This is tremendous long-term commitment to better river health.” Hedrick Belin & Ed Merrifield, Washington Post
- 20. STRATEGIC COMMUNICATION What action(s)do we want taken? Who can take that action? What story do they need to hear? Who should they hear it from? How can we deliver the message?
- 22. Everyone needs tohear It’s in my interest to take this action. People like me are doing it, or expect me to do it. (for public figures): People are watching to see what I’ll do. Praise & Blame
- 23. STRATEGIC COMMUNICATION What action(s)do we want taken? Who can take that action? What story do they need to hear? Who should they hear it from? How can we deliver the message?
- 24. STRATEGIC MESSENGERS Secondary targets: Who else is in the story? Taxpayers Farmers Builders Specific economic interests Institutional property owners People who drink water Who does the target need to hear from?
- 25. Which ones? Name them!
- 26. "The river's introuble. I hope you understand, the river's in trouble,“ said PA Fish & Boat Commission Director John Arway. "Sick fish mean we have a sick river. I think you've seen the pictures, you've seen the data we've developed. We've got sick fish in the river."
- 27. “As part ofhome schooling, my mom and I read the newspaper. It was an article about pollution in our rivers…My father and I sometimes go fishing, camping, kayaking and swimming on, around and in the Susquehanna River. I am not in the water all the time like the fish, but if I spent more time doing these activities I wonder if I might get sick. I like doing these activities and want to one day share them with my children on the Susquehanna River…” Grace Lustig (age 8) Patriot News
- 28. Caring for theland is a way of life for Janet Kline, a long-time Shenandoah Valley resident, who lives in a 155-year-old farmhouse, and keeps about 50 beef cattle and 17,000 breeder layer chickens. “I’m awfully glad I did this (c0nservation work),” explains Kline, a member of the Virginia Farm Bureau Women’s Committee. “The land is a loan for your kids,” she says. “We have to think about what we will do in the future. The Bay is a long way away for me, but I want clean water too.”
- 29. Listening What do youthink? Why? I wish X could hear you say that. Here’s an opportunity to tell them: (And/or) Can I quote you on that?
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- 33. ActionMedia Michael Goldberg goldberg@actionmedia.org 612-805-4045