Communication Strategies forDifficult Campaigns2015 State Environmental Leaders Conference

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About UsDawn StoltzfusVice President, Annapolis Office

Chris TrumbauerSenior Director, State and Environmental Inititiaves

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About UsFull-service public affairs, communications and design firm

Clients: Major national foundations and nonprofits

Connecting nonprofit organizationsto policymakers and the media

Dawn3

97% of Climate Scientists say that Climate Change is real, and caused by humansBeing Right is Not Enough

CHRIS4

Elements of a Communications Campaign

Clear goalsCompelling messageTarget audienceGood spokespeopleCommunication toolsMeasuring success

CHRIS table of contents

This is one of the main things we do for our clients, which include coalitions and individual organizations

Were going to share our top tips and tricks and some case studies with you, to help your organization or coalition develop a great message. Since many of you dont always have the option of hiring communications help, like us.

If time, well also share some tips on questions to ask if you DO decide to hire some outside communications help

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GoalsWhat do you want? Be specific!What does victory look like?Short-term vs long-term

MessagingMessaging is the specific language you use to talk about your issue or organization

Words matter: Use specific words or phrases to connect with your audienceCore values: Position your message to relate to what your audience already cares aboutStay focused: Dont get bogged down in details or stray off-topic

CHRIS7

How to Craft a Good Message

DAWN - transition8

Ask Yourself What problem are you trying to solve? How are you going to do it? Who can help you achieve your goal? Who is your target audience? What do you want them to do?

9DAWN Before you begin ask yourself some very important questions about what you are trying to achieve, how you can do it and who can help you.

Take some time on this

Do Your HomeworkFocus groups Public opinion surveys Media coverage Other campaigns Friends and family

10DAWN Be open be like a sponge. A research student Be a good listener - find out: How are other people talking about your issue? Are they talking about your issue? How do reporters describe it is that working for or against you? How are policymakers talking about it? You want to find out what is going to resonate with a general audience remember WE ARE NOT THE TARGET AUDIENCE! We write our messages for a general audience people whose minds we can change

Connect with Core Values Primary Values

Responsibility to take care of ones family i.e. the physical health and safety of ones childrenResponsibility to care for oneselfPersonal libertyWorkSpiritualityHonesty/integrityFairness/Equality

11DAWN THIS is what people care about -- values groups were developed by Belden Russonello & Stewart based on years of research.They do not appear to change over time the way other values might (such as the importance of education or leisure time.) They are universally shared, and while people give primary values more weight than secondary values, both are strong values. It is best to use primary values in your communications work, but appealing to secondary values is also worthwhile.A lot of time, this is intuitive but take the time to go through this list and make sure you are appealing to shared values Go for the values we share often in our work these are related to health/economy which are essential to taking care of ones family and ones self

Connect with Core Values Secondary Values

Responsibility to Care for Othersi.e. leave the world a better place for others Personal Fulfillment Respect for authorityLove of country or culture

12DAWN These values groups were developed by Belden Russonello & Stewart based on years of research.They do not appear to change over time the way other values might (such as the importance of education or leisure time.) They are universally shared, and while people give primary values more weight than secondary values, both are strong values. It is best to use primary values in your communications work, but appealing to secondary values is also worthwhile.

Use a Message Box Building block Key points Start / stop anywhere Stay out of the weedsConsistency Spokespeople Coalitions No science lessons, please!* Courtesy of Joel Bradshaw

13DAWN Message box helps you think through what you are trying to achieve and how youll get there most often used in advocacy campaigns (there also triangles, simple bullet points) Helps you plan ahead In our day you get 30 seconds if you are lucky one soundbite, one quote in a story Use shorter and longer versions short version is just the key points - longer version can contain stats, quotes, polling etc your supporting points

The Message Box

14CHRIS Get Example use one of someones challenges OR purpose of the event: problem conservation leagues are not always successful at reaching a persuadable but general audience even though their work is valuable such audiencesolution conservation leagues need to develop better messages that can persuade people action use a message box! vision by using strong messages, conservation leagues will win all their battles and save the earth : ) CHRIS take audience example and quickly walk thru process

The Message Box

Dirty energy causes harmful air pollution, contaminates our water, makes us sick, and is making our weather strange and more dangerousWe must work together to expand our use of clean renewable energy. Doing so will clean up our air and water, and improve our health.Tell your elected officials to protect your familys right to breathe clean air by expanding our use of clean renewable energyClean energy, clean air and clean water will make everyone in Maryland healthier, more prosperous and more secure.Climate Consortium of Maryland

15CHRIS Get Example use one of someones challenges OR purpose of the event: problem conservation leagues are not always successful at reaching a persuadable but general audience even though their work is valuable such audiencesolution conservation leagues need to develop better messages that can persuade people action use a message box! vision by using strong messages, conservation leagues will win all their battles and save the earth : ) CHRIS take audience example and quickly walk thru process

Identify your audienceWho are you trying to reach?Who can help you get what you want?Who is persuadable?Who is realistic?

SpokespersonKnowledgeable on the issue(s)Credible position or experienceGood communicatorNo baggage

Dont go it alone

Even Superman needs allies

Traditional mediaMake your own news: press releases, media statements, press events Opinion pieces and letters to the editor Editorial board pitches Local radio (NPR, news stations)TV (weekly roundtable shows, local features)

Social MediaLegislators and media are increasingly engaging through social mediaLots of tools in the toolkit:TwitterbombsThunderclapsOnline PetitionsMemesUse #hashtags, @mentions and links smartly

Chris

42% of MD legislators on social media have fewer than 500 followers and/or Facebook likes.25% of MD legislators on social media have between 500 and 999 followers and/or Facebook likes.17% have more than 1000 followers and/or Facebook likes.

78% of Maryland legislators who responded said they use social media. Of them:58% use Facebook more than once per day35% use Twitter more than once per day

93% expect to be more engaged on social media in the next two years

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It works!

Chris21

AdvertisingTraditionalBillboards, signage, radio

On-lineGoogle-ads, streaming (e.g. Pandora)

Social MediaFacebook, twitter, etc

You can advertise with ANY budget!

Chris

42% of MD legislators on social media have fewer than 500 followers and/or Facebook likes.25% of MD legislators on social media have between 500 and 999 followers and/or Facebook likes.17% have more than 1000 followers and/or Facebook likes.

78% of Maryland legislators who responded said they use social media. Of them:58% use Facebook more than once per day35% use Twitter more than once per day

93% expect to be more engaged on social media in the next two years

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Collateral MaterialVideosInfographicsOne pagersVisibility (buttons, stickers)

Chris

42% of MD legislators on social media have fewer than 500 followers and/or Facebook likes.25% of MD legislators on social media have between 500 and 999 followers and/or Facebook likes.17% have more than 1000 followers and/or Facebook likes.

78% of Maryland legislators who responded said they use social media. Of them:58% use Facebook more than once per day35% use Twitter more than once per day

93% expect to be more engaged on social media in the next two years

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Putting it all togetherMessageToolsOutreachSpokespeople

Measuring SuccessTrack media clipsMeasure social media reach- #hashtagsWebsite visitsAdvertising reach

Case studies

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Reducing Stormwater PollutionMarylands environmental community built the case for addressing stormwater pollution and passed landmark legislation in 2012In 2013, leading into a state election year, opponents unleashed sharp rain tax propaganda In 2014, the environmental community changed the narrative on stormwater and defeated several repeal bills.In 2015, we amended a repeal bill to become legislation that strengthened the implementation of the current law.

Our Story Begins

This was our Mission Accomplished moment28

Opposition Rhetoric

The Rain TaxOh no! We lost control of the message. What can we do?Research public opinionIdentify target audienceDevelop a counter messageCreate compelling materialsGet our message out!

ResearchFocus groups by OpinionworksFocus Groups:What do people know?What dont people know?What do they need to know?What messages resonate?What messages dont?

ResearchFindings:Awareness is lowAccountability and Transparency is importantPersonal attachment is key. e.g. fish/crabs, local greenspace Shared responsibility

ResearchProponents need to assure the public confidently that this fee gives them what they want: local control, dedication to an important purpose, practical results they can see, and accountability.

The best defense is a good offenseFindings:

Audience

Audience

Our Message

PROBLEM:Polluted runoff makes our waterways unsafe for swimming, threatens Maryland seafood and causes local flooding and property damage.

Our MessageVISION:Marylands polluted runoff law will reduce stormwater pollution and make our waters swimmable and fishable.

Getting Our Message OutKeep the weedkiller outta my crab cake

Senate committee shoots down proposed stormwater repeal

The push against Maryland's stormwater mandate got a little weaker Thursday as a Senate committee reported it shot down a proposed repeal of the mandate.

The Senate Education, Health and Environmental Affairs Committee voted 7-4 to give an unfavorable report to Senate Bill 5.

The bill, introduced by Sen. Allan Kittleman, R-Howard, would repeal a requirement that Maryland's 10 largest jurisdictions assess stormwater fees.Anne Arundel County is one of the 10 jurisdictions, and has set fees at $85 for most single-family homes.Critics have dubbed the fees a 'rain tax.'

The four senators who voted for the bill were Sens. Ed Reilly, R-Crofton, Bryan Simonaire, R-Pasadena, J.B. Jennings, R-Baltimore County, and Roy Dyson, D-St. Mary's.But seven Democrats, including Sen. Jim Rosapepe, D-College Park, showed their heavy hand in the committee, voting against the bill..The Annapolis Capitalwww.annapoliscapital.comTHE WORLDS FAVOURITE NEWSPAPER- Since 1879

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2015

More than 1,400 jurisdictions acrossthe country use dedicated storm-water fees as a proven model to reduce polluted runoff and control flooding. Think again.Think stormwater fees are unique to Maryland?Data from Western KentuckyUniversity 2014 stormwater utility survey

Learn more at www.cleanwaterhealthyfamilies.org

Clean Water Rally

Social Media

Directed these to our rain Facts pageUsed google adwords, too45

Direct the clicks

CWHF rain facts website46

2015The best defense is a good offense

The Caper is Revealed!

Taking on Big Ag

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Taking on Big Ag Enormous power and influence Complaint: Marylands environmental organizations have not done enough Everyone afraid of big chicken

50Agriculture is the largest, single source of pollution to the Chesapeake Bay and local waters -- yet the industry has enormous power and influence Poses a serious obstacle to getting the industry to take necessary actions to improve waterways both nationwide and in Maryland. Common complaint: while Marylands environmental organizations have been successful advocating for pollution reductions from (often urban), groups have not done enough to reduce pollution from agriculture and therefore have not seen similar successes. Everyone is afraid of big chicken Very curious to hear about other states experience with ag after this session

Challenges Family farmer image Misperception about agricultural pollution Divisions in environmental community Inaccurate statements from ag lobby War between enviros vs. farmers

ASSAcronyms, science and statistics Acronyms, Science and Statistics

Iconic family farmer image Common misperception about agricultural pollution At times -- divided environmental community Ag lobbys inaccurate statements widely repeated and accepted as truthFalse believe in war between environmental organizations and farmers

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#lessmanure New rule to rule to better manage manure (Phosphorus Management Tool) 2013:Two sets of regulations proposed and withdrawn 2014:General Assembly required economic study final set of regulations from outgoing Administration 2015:New governor pulls regulations on inauguration day Governor proposes regulations with major loophole; Advocates push for a bill in legislative session

For years, the Maryland Clean Agriculture Coalition worked to reduce phosphorus pollution through a new rule to better manage manure, called the Phosphorus Management Tool. 2013 = two sets of PMT regulations that were proposed and withdrawn due to pressure from the agricultural industry2014 = General Assembly required (and significantly flawed) economic study about the PMT; final set of regulations from the OMalley Administration. 2015 = New governor pulled the OMalley regulations, only to later propose their own regulations that contained a major loophole, which could have prevented the PMT from ever being implementedAdvocates pushed both for a bill that would have implemented the PMT by statute even as we pushed the Administration to strengthen the regulations.

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Hogan, Lawmakers Reach Compromise on Chicken Manure Rules for FarmsMarch 18, 2015 Hogan, Democrats Reach Deal on Farm PollutionMarch 18, 2015

We ran Aggressive media campaign to make sure the public and policymakers understood the major significance of the PMT, and why it was needed to reduce agricultural pollution and meet Chesapeake Bay restoration goals. Resulted in our messages being spread far and wide even by Eastern Shore news outlets, including their editorial boards.Coalition had a strong voice in political negotiations over both the legislation and draft regulations. Final regulations were much stronger Experts say the PMT represents the biggest opportunity to clean up the Bay and local waters in thirty years, and MCAC played a critical watchdog role in making it a reality.

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What Worked Strong problem statement Ah ha moments: biggest thing for the Bay in 30 years, loophole in regulationsCore values: public health, fairness Message box consistency

Strong problem statement problem is getting worse not better; contaminates our waters and threatens public health Aha moment: biggest thing for the Bay in 30 years loophole in the regulations be a good listener go with your gut Connecting with core values: public health (caring for ones self/family), fairness Created a strong message box and stuck to it even when others got nervous Basis for months of action: media, policymakers, grassroots, other environmental organizations 54

What Worked Rapid response media especially local, conservative papers Current events/opportunities (Toledo algae blooms, scientific studies) Fact check misstatements

Relentlessly pushing out our message for months: numerous LTEs, opeds, press releases - Wide coverage of coalition and message helped collaboration with outside organizations Seizing opportunities Toledo algae blooms, several scientific studies Public opinion polling (mainly for policymakes) 55

What Worked Social media outreach Strong and willing messengers Visuals: infographics and memes Public opinion polling

Social media outreach including stalking reporters Good messengers: local waterkeepers and advocacy organizations Rapid response media pitching reporters especially local, conservative papers Visuals: infographics and memes 56

Questions?Dawn StoltzfusVice President, Annapolis Officedawn@thehatchergroup.com

Chris TrumbauerSenior Director, State and Environmental Inititiaveschris@thehatchergroup.com

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