This document provides an overview of Resource Media, an organization that offers communications strategy and media outreach services focused on environmental and health policy issues. It outlines their strategic communications pyramid approach, with sections devoted to defining goals, identifying decision-makers and target audiences, crafting core messages aligned with audience values, selecting credible messengers, targeting appropriate media, and implementing tactical outreach. The document encourages strategic planning and evaluation to effectively reach goals.
26. Message
• What is the threat?
• What values are at stake?
• What is the solution?
27. Message
• Clean water means healthy communities and a
healthy economy. [value]
• Oil spill disasters will only continue to threaten
wildlife, jobs and our energy security. [threat]
• Clean energy is cheap, available and safe and
it doesn’t spill anything. [solution]
28. Make Yourself Quotable
“Cutting down the rain forest for money
is like burning a Rembrandt to cook soup.”
33. Messengers:
Credible Experts or Local Spokespeople
• Fishermen
• Health experts
• Scientists
• Business owners
34. What to Look for in Spokespeople
• Genuine
• No ax to grind
• Their story supports your message
• Talk about issues through their values
• They look the part
52. Evaluation
• Are you reaching decision makers on your issue and
swaying them to your side?
• Are your target audiences responding to your
message?
• Have milestones been met in the course of your
campaign?
54. Suggested Next Steps
The Basics
• Communications Workbook
More Advanced
• Messaging Workshop
• Strategic Planning
• Social Media Integration
www.resource-media.org
55. Worth Exploring!
• Search Engine Optimization - June
• Social Media 200 - July
• Communicating Science - August
• Framing & Messaging – September
• Media Relations - October
• Story Pitching - November
• Blogger Relations - December
56. Contact act: to Help!
We’re Here
Belinda Griswold Sian Wu
Program Director Program Director
belinda@resource-media.org sian@resource-media.org
206-374-7795 ext 101 206-374-7795 ext 102
www.resource-media.org