1. June 2012ActionMedia

2. I dont live in a watershed 3. WATFPSIJFD 4. WATFPSIJFD 5. WATFPSIJFD 6. Facts are Meaningless 7. Meaning alwayscomes from the story.Facts illustrate the story 8. Put the land back in the story 9. Using plants and trees to filterwater, absorb pollutants, slowrun-off and reduce erosion is aGreat Idea! 10. Choose Your Words Avoid UseEnvironment Land, air and waterTMDLsPollution limitsBiodiversity / endangered species Fish and wildlifeRegulations Safeguards/protectionsStorm water Polluted run-offLow impact development- LIDs FilteringLand around rivers lakes andWatershed streamsConservation groups /Environmental groupsorganizations protecting land,air, and waterAgricultural land Working farmsPoorly planned growth/Urban sprawldevelopment 11. Its not about the watershedHealthSafetySecurityResponsibilityAccountability 12. TalkaboutRESULTS 13. STRATEGIC COMMUNICATIONWhat action(s) do we wanttaken?Who can take that action?What story do they need to hear?Who should they hear it from?How can we deliver the message? 14. NAMING THE TARGETSFocus on primary targets:elected officialsWhich ones? Name them! 15. Name themTo the Editor:Council Member MacKenzie spoke to the Chamber of Commerce recently about our opportunities for economic development. Hes right to be saying we have to plan ahead (our infrastructure, our assets, our water) 16. Important action can be taken at the locallevel too. D.C. Mayor Vincent Gray has set agoal of making the Potomac clean enoughfor children to swim in and healthy enoughthat fish pulled from it can be eaten. This istremendous long-term commitment tobetter river health. Hedrick Belin & Ed Merrifield, Washington Post 17. STRATEGIC COMMUNICATIONWhat action(s) do we want taken?Who can take that action?What story do they need tohear?Who should they hear it from?How can we deliver the message? 18. Everyone needs to hear Its in my interest to take this action. People like me are doing it, or expect me todo it. (for public figures): People are watching tosee what Ill do. Praise & Blame 19. STRATEGIC COMMUNICATIONWhat 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? 20. STRATEGIC MESSENGERSSecondary targets: Who else is in the story?TaxpayersFarmersBuildersSpecific economic interestsInstitutional property ownersPeople who drink water Who does the target need to hear from? 21. Which ones?Name them! 22. "The rivers in trouble. I hope you understand, the rivers in trouble, said PA Fish & Boat Commission Director John Arway. "Sick fish mean we have a sick river. I think youve seen the pictures, youve seen the data weve developed. Weve got sick fish in the river." 23. As part of home schooling, my mom and I read thenewspaper. It was an article about pollution in ourriversMy father and I sometimes go fishing,camping, kayaking and swimming on, around andin the Susquehanna River. I am not in the water allthe time like the fish, but if I spent more timedoing these activities I wonder if I might get sick. Ilike doing these activities and want to one dayshare them with my children on the SusquehannaRiverGrace Lustig (age 8) Patriot News 24. Caring for the land 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. Im awfully glad I did this (c0nservation work), explains Kline, a member of the Virginia Farm Bureau Womens 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. 25. ListeningWhat do you think? Why?I wish X could hear you say that.Heres an opportunity to tellthem:(And/or) Can I quote you onthat? 26. Its everyones job 27. ActionMedia Michael Goldberggoldberg@actionmedia.org612-805-4045