A PROGRESSIVE COMMUNICATORS NETWORK BRIEFING PAPER

RAISE EVERY VOICE Strategic Communications & Progressive Change Making

One Cottage Street Box 25, Suite 3-21 Easthampton, MA 01027 (413) 527-3835 www.progressivecommunicators.net

RAISE EVERY VOICE Strategic Communications & Progressive Change Making

2007

ACKNOWLEDGMENTS

This paper is the result of collaboration among many members of the Progressive Communications Network (PCN), including:

Briefing paper working group: Ludovic Blain, Thom Clark, Alice do Valle, Denise Moorehead, Linda Stout, and Tracy Van Slyke.

Writer: Charles Winfrey

Editing and coordination: Carolyn A. Cushing, PCN Managing Director

Case study contributions: Laura Jones, PCN’s Criminal Justice Working Group; Gordon Mayer, Community Media Workshop; Sangita Nayak, Katrina Information Network; Jen Soriano, Youth Media Council; Jane Wholey, Esopus Creek Communications; and the SPIN Project.

Paper review, feedback, and support: Robert Bray; Allison Conyers; Lark Corbeil, Public News Service; Karen Jeffreys; Scherazade King, Project: Think Different; and Barbara Osborn, Liberty Hill Foundation.

Photos and artwork contributed by: Thom Clark, Community Media Workshop (pp. 15, 16, 22, and 23); Mimi Pickering, Appalshop (p. 9); KatrinaAction.org Photo Gallery (p. 24); Rhode Island Coalition Against Domestic Violence (p. 2); and Youth Media Council (p. 13)

Production: Sirius Design

Paper production and distribution funded by: Solidago Foundation

The work of the Progressive Communicators Network and its projects has been made possible through the years by Ford Foundation, Needmor Foundation, Open Society Institute, Solidago Foundation, Unitarian Universalist Service Committee, and the Wellspring Fund of Peace Development Fund as well as many generous individual donors who give through the Network’s parent organization, Spirit in Action. Finally, we thank the members of the Network who give both their money and their time to make the Network a success.

Progressive Communicators Network 1 Cottage Street Box 25, Suite 3-21 Easthampton, MA 01027 (413) 527-3835 www.progressivecommunicators.net

We would love to hear your comments and questions. Please be in touch with Carolyn Cushing—[email protected]

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CONTENTS

Section I Introduction .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê 1 Case Study: Rhode Island Coalition Against Domestic Violence .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê 2

Section II The Field of Progressive Communications .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê 3 Case Study: Combating Opposition Tactics in California’s Living Wage Battles.Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê 6 Case Study: Critical Resistance South .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê 8

Section III Strategic Communications and Strengthening Grassroots Organizations .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê 11 Case Study: Bay Area Youth Block the “Superjail”.Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê 13 Case Study: SOCM’s “Message in a Bottle” Campaign .Ê.Ê.Ê.Ê.Ê.Ê.Ê.Ê.Ê.Ê.Ê.Ê.Ê.Ê.Ê.Ê.Ê.Ê14

Section IV Strategic Communications and Growing Broad-based Movements for Change .Ê .Ê .Ê .Ê .Ê .Ê .Ê 15 Case Study: Criminal Justice Working Group of the Progressive Communicators Network .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê 16

Section V The Media Landscape Today: The More Things Change, the More They Stay the Same .Ê .Ê 18

Section VI Equipping Grassroots Organizations to Work in the Current Media Landscape .Ê .Ê .Ê .Ê .Ê .Ê .Ê 20 Case Study: Jane Addams Senior Caucus .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê 22

Section VII Building Progressive Communications Infrastructure at the Grassroots .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê 23 Case Study: Katrina Information Network .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê .Ê 24

S ECTION I

INTRODUCTION

In late summer 2005, Americans watched their Many journalists—some driven by the tradi- television sets in shock as the victims of Hurricane tions and institutions of their profession, others by Katrina huddled on rooftops with makeshift signs personal experiences and beliefs—are unable to begging for help. But after the initial crisis of the highlight the systemic causes of disenfranchisement. hurricane abated, the American public came face to Even when they take notice of and report on the face with the reality that many of the people living shortcomings of our society, they are coached to in the poor and working class neighborhoods of focus on individuals, whose stories are presented New Orleans had been crying out for help and in a “victim/hero vs. villain” manner, rather than organizing to improve their lives for a long time. on organizations working to create “…organizations that We supposedly live in a communications change within world, yet it took a catastrophic hurricane to open their communi- seek to debunk these our eyes and hearts to the unfairness of excluding ties. Progressive whole communities from the benefits, services, and organizations myths…often have too even the respect of their own government. Why? have noted this few resources to get As a society we knew about myths such as bias and view the “New Orleans: The Big Easy,” or “Atlanta: The media, at best, as their message out.” City Too Busy to Hate.” These images have been a double-edged carefully crafted and even better funded. Promoters sword capable of doing as much harm as good. of corporations use their vast resources to fund As a result, grassroots movements are unable to conservative think tanks to justify those myths take advantage of the media as an effective tool and hire the messengers to spread the myths and for organizing the people they serve. insure that they become part of the collective While grassroots movements as a whole have “conventional wisdom.” not captured the attention of the media, there are a Meanwhile, organizations that seek to growing number of organizations that recognize the debunk these myths, especially grassroots, single- importance of getting out their message. They issue organizations that represent the majority have developed the internal expertise needed to of America’s poor and working classes, people create strong communications strategies. Other of color, and other oppressed segments of our organizations work with the numerous specialists society, often have too few resources to get their including writers, consultants, trainers, and artists message out. around the country who are dedicated to helping create change through a diverse set of communi- These groups are effective and creative at doing cation practices. The Progressive Communicators what they do best—organizing people to work Network (PCN), which has prepared this briefing together to better their lives and communities—but paper, was founded to connect and to strengthen they don’t have the money to buy advertising space those organizations and individuals who can pro- or utilize high-dollar public relations specialists. vide progressives and grassroots organizations with Nor do they have the resources and people power effective and creative models of communications to engage with the media in consistent and effective and media work. These models, which are high- ways. The media in turn writes them off as unpro- lighted in case studies throughout this briefing fessional, too dependent on emotions instead of paper, are crucial to giving the progressive move- facts, or as fringe groups not representative ment a strong voice and well-defined messages. of the majority.

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2 shelters, 24-hourhotlines, includingemergency services safety netofcomprehensive of providingastatewide of sixagencieswiththegoal The coalitionismadeup campaign.” A Domestic Violence such asthisyear’s awareness campaigns impor also highlights the DeBare. “Thissurvey stated RICADVexecutivedirectorDeborah resonate with to people,” starting is message results ofthissurvey, whichindicatethatthis business, andwearever campaigns, tomakedomesticviolencetheir Rhode Islanders,throughourpublicawareness “For eightyearswehavebeenurging who isavictimofdomesticviolence. a familymember, friend,co-worker, orneighbor mind theirownbusinessiftheyareawareof those polledalsodonotbelievethattheyshould something tocauseit.”Thevastmajorityof “if someoneisbeingabusedtheyhavedone Islanders nowdisagreewiththestatementthat poll thatshoweddifferentresults:83%ofRhode In 2005,thecoalitionconductedafollow-up the extentofproblem. in generalexhibitedlittleknowledgeabout them,”whilerespondents husbands intohurting the statementthat“somewivesprovoketheir survey, 43%ofRhodeIslanders agreedwith domestic violence,withsoberingresults.Inthe public knowledgeandattitudestoward of Violence (RICADV)conductedasurvey the RhodeIslandCoalitionAgainstDomestic Such wasnotalwaysthecase.In1997, violence inRhodeIsland. visibility ofanothergroup—victimsdomestic neighborhoods isinmarkedcontrasttopublic Katrina conditionsinNewOrleans’poor The lackofpublicattentiongiventopre- Rhode IslandCoalitionAgainstDomesticViolence wareness Month Case Study tance ofpublic y excitedtoseethe for Journalists and published of theextentandcausesdomesticviolence The coalitionpreparedacomprehensiveanalysis vative thework. and strategicwaystosupport public awareness,andusedthemediaininno- reach andpreventionthrougheducation coalition begantoemphasizecommunityout- lack ofpublicawarenesstheproblem, advocacy. revealedthe Aftertheearliersurvey groups,children’ssupport programs,andcourt have shiftedconsiderablyinthepasteightyears. attitudes andawarenessofdomesticviolence conducted the2005statewidepollthatshows Through anindependentcontractorthecoalition funds forlocaldomesticviolenceagencies. gets highschoolstudentsinvolvedinraising be victims.Nearthemonth’s end,ProjectSAVE how tohelpregularcustomerswhomayalso general’s whicheducateshairstylistsin office, withtheattorney Out” campaign,inpartnership hold avigil.Otheractivitiesinclude“CutIt task forceforsur At mid-month,membersofSOAR,thecoalition’ ofvictims. noon inmemory while faithcommunitiestolltheirbellsat distributing literaturethroughoutthestate off themonth-longcampaignwithvolunteers Awareness MonthinOctober. RICADVkicks that includestheannualDomesticViolence with anactivepublicawarenesscampaign in 2001.Ithasfollowedup Domestic Violence: AHandbook vivors ofdomesticviolence, “Compared to a survey “Compared toasurvey we didin1997(priorto any ofourpublicawareness campaigns), attitudeshave greatly improved,”Karen Jeffreys, thecommunica tions directorwholedthe work, wrote.“Public awareness works!” - s

S ECTION II

THE FIELD OF PROGRESSIVE COMMUNICATIONS

Before the U.S. media can shift its attitudes as Media Literacy includes the curriculums, a whole, a network of progressive media organi- workshops, trainings, and materials offered to zations and their multiple strategies must be both students and adults to strengthened and interconnected. Effective use help them access, analyze, “Effective use of the of the media involves a complex web of intercon- and evaluate media necting disciplines and approaches. A working and advertising. media involves a group of the Progressive Communicators Network recently began the task of mapping this emerging Each area is critical complex web of progressive network. They identified five broad to reach the vision of a areas of work that are all part of the progressive reformed, democratic, and interconnecting and grassroots media landscape: accountable media. They represent individual disci- disciplines and Strategic Communications, which includes plines, but as both techno- approaches.” media and public relations practitioners associated logical and political shifts with progressive organizations and causes engaging occur, many organizations have had to incorporate in issue campaigns, framing and messaging, multiple areas to continue to be effective. researching, building the media capacity To take the issue of media policy and of organizations, and working reform as an example, activists and across organizational boundaries staff members working on this to build movements for change. issue engage in strategic commu- Counted among its practitioners nications to reach and activate are the many communication their audiences. Strategic directors, media trainers, and communicators help them to consultants working across the reach their natural constituency country. Strategic communica- of progressives through pitching tions practitioners reach a wide and placing stories in independent audience by incorporating both media outlets as well as reaching independent and mainstream out to new constituencies through media into their work. accessing mainstream media in local, regional, and sometimes even national outlets. Media Policy and Reform, which includes individuals and organizations involved in corporate Of the five areas of media discipline, strategic and government accountability, research, and communications involves the greatest degree of model legislation. direct involvement with communities by developing the ability of grassroots organizations to effectively Media Production , which includes use the media. But it may also be the area that is independent media news outlets, books, arts least understood. A primary goal of this briefing in a variety of mediums, grassroots media paper is to begin to increase awareness throughout producers, and research. the progressive movement about the critical role Media Distribution of progressive media, that media plays in both community organizing from newsstands and by movie distributors, and and the growth and development of organizations. by other methods, which are often done by content producers themselves. Media distribution also includes relatively new techniques such as organizing house parties to screen films.

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Organizations that effectively use strategic be self-conscious about framing strategy is not communications as a tool are not only more being manipulative. A frame is a thought organizer. successful at winning on their issues, but are … It provides coherence to an array of symbols, more likely to define the public debate and set the images, and arguments, linking them through agenda. That can only be accomplished, however, an underlying organizing idea that suggests when organizations first craft a strategic plan that what is essential—what consequences and includes communications as an integral part of the values are at stake.” Once a frame such as strategy. Communications and media strategies Fairness or Opportunity for All is established, must be proactive and designed to work hand- messages are crafted that support the frame. in-hand with organizing strategies, leadership These messages, which connect to the work development, and the acquisition of funding of the organization, can be picked up and and other resources. used by the media.

Strategic communicators create or guide In moving their messages forward, communi- the news that influences public opinion—and cators both work with journalists and train organ- therefore public policy—by developing campaigns izers and organizational leaders to work with that meet both organizing and political goals. journalists. One of the most critical roles of the They may work within an organization, either progressive communicator is to serve as a conduit as a communication director or, particularly for between social activists who assume that they have smaller organizations, as a staff member combining a right to be heard because their cause is just, and communications work with organizing, policy journalists who are trained to give equal treatment development, or fundraising. Some strategic to all “institutions,” whether they are grassroots, communicators serve organizations for a period partisan, or corporate. of time as a consultant or a trainer, demystifying the media and what is needed to use it effectively. An excellent example of bridging that divide Whether serving as an outside consultant or as a is the work of the Community Media Workshop staff person, communicators work to identify (CMW). CMW hosts an annual academy for target audiences, develop and frame effective progressive organizations in the Chicago area that frames and messages, and then create a brings activists and journalists together to share campaign to move that message forward. ideas and attitudes. Prominent area television and newspaper journalists are recruited to serve Framing, a first critical task for communicators on panels, co-lead workshops, and generally share and their organizations, is a popular, if not fully their ideas of how progressive groups can effec- understood, topic of discussion for change makers. tively gain the attention of the press. William A. Gamson and Charlotte Ryan, co-direc- tors of the Media/Movement Research and This approach leads to a buy-in from key Action Program, explained framing this way in personnel in Chicago’s mainstream media, who the Fall 2005 The Public Eye: “Facts never speak can now better understand the grassroots groups for themselves. They take on their meaning by that approach them and their issues, while giving being embedded in frames, which render them community participants at the workshops the relevant and significant or irrelevant and trivial. “Strategic communicators create or guide the news Framing matters, and the contest is lost at the that influences public opinion—and therefore public outset if one allows one’s adversaries to define the terms of the debate. To policy—by developing campaigns that meet both organizing and political goals.”

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opportunity to develop more personal relationships the most powerful lesson of all—that people with key members of the media. This approach also who tell their own stories in their own way enables community groups to better understand often have the greatest impact. what motivates editors and reporters from an inside perspective. The San Francisco-based SPIN (Strategic Press Information Network) Project and the Another role of progressive communicators, previously mentioned Community Media whether working within their own organization or Workshop in Chicago are examples of organiza- as outside consultants/trainers, is to consistently tions that emphasize training as a key to helping connect communications work to organizing goals. grassroots organizations develop media and One of the primary values of media coverage of an communications skills. issue or campaign is that it can help organizations expand their base by informing the public and “The most effective spokespersons attracting new supporters.

A consistent strategy of outreach needs to in any grassroots campaign are be in place before the first press release goes in the mail slot or fax machine. Communicators do the community people who are this by insuring that media messages include a call to action and that a system is in place to track most deeply impacted.” response and recruit new individuals and groups at every stage of a campaign. SPIN hosts an annual academy that has been attended by hundreds of activists, organization In addition to developing strategies for media specialists, and other staff since its inception. recruiting new support to expand the base for The academy involves an intense weeklong training an organization or campaign, communicators also regimen where participants learn everything from play a crucial role in building capacity through planning and framing a major media campaign to developing good spokespeople. The most effective the ABCs of holding a press conference to pitching spokespersons in any grassroots campaign are the a story line to a reporter. community people who are most deeply impacted. They often lack the simple skills and, most In addition, SPIN trainers have traveled importantly, the confidence to stand up hundreds of thousands of miles to work in the and make their voices heard. field with organizations, conducting media trainings and helping community groups plan strategic Through workshops and individual coaching, communications outreach. communicators pass on the skills and confidence to “plain ordinary folks” that enable them to become effective spokespeople. Simple skills such as planning and staying on message or speaking in sound bytes are combined with

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Combating Opposition Tactics in California’s Living Wage Battles Issues and the nature of people and organi- coverage. Following events, feature story zations may vary, but the ingredients of a ideas are pitched to print, broadcast, and successful media and public education campaign online media. remain constant. An outline for a media plan The blueprint lists print media to target for for a living wage campaign, prepared by Los editorials, supportive columns, op-eds, and Angeles Alliance for a New Economy (LAANE) letters to the editor, as well as interview oppor- with guidance from the SPIN Project, presents tunities on radio and TV talk shows. Finally, the a blueprint that is followed, with only minor possibility of using paid advertisements is variation, by other groups and trainers, across explored along with possible e-mail campaigns, issue lines and geographic regions. newsletters, flyers, and other alternative or The blueprint begins by establishing an supplemental methods to get out the message. overview of major goals and components: Creation of a comprehensive media plan was at the top of LAANE’s “top ten list” for a successful The media plan is designed to convey a a campaign. Strategic planning in anticipation of simple, compelling message to the target worst-case scenarios and/or to answer oppo- audience through media actions, feature sition claims was also on that list—perhaps stories, op-eds, and editorials. largely as an afterthought, since the living wage a The message must be reasonable in initiative in Santa Monica was doomed by what Case Study order to achieve maximum appeal. LAANE defined as an opposition “dirty tricks a To sustain coverage, the group must campaign.” These “dirty tricks” included pro- employ a variety of actions, escalate the posing an alternate “red herring” ordinance intensity of those actions, and call on high- that would grant a partial victory but prevent profile public figures for selected events. the city council from future votes on living wage. The issue was finally pushed into a public Dynamic, articulate spokespeople, a referendum where high-dollar advertising representing a range of interests, campaigns narrowly defeated it. economic levels, and communities, will be crucial to the campaign. Opposition forces also counter attacked when the San Francisco Living Wage Coalition began Fact sheets supporting the case and a to make progress on a local ordinance to cover endorsements from a range of public figures public and city contract workers. The opposition strengthen credibility. Detailed information tried to shift the message and public debate to and statistics, along with written versions the fiscal cost to taxpayers, producing wildly of individual stories, should be available inflated numbers before any unbiased studies for reporters. on fiscal costs could be completed.

This blueprint then goes into greater detail, The coalition had decided early on to frame establishing a campaign timeline and crafting the issue around the value of basic fairness and framing a message that successfully presents and push to the forefront the individual stories the problem, solution, and call for action. of families trying to survive. Organizers went Spokespeople are identified and trained, to work sites to talk with workers, looking not along with staff and other volunteers in just for leaders but anyone with a strong media one or more workshops. story. Two public hearings were set up and workshops were held ahead of the hearings to The busywork then commences with preparation help train workers on how to tell their stories. of materials and media deliverables, preparation of spokespeople, and the staging of one or The group then pitched reporters on feature more media events. A successful plan will stories about individual workers until the then move to creating and pitching other story campaign was no longer about an abstract “hooks” to maintain a constant flow of news right to earn a living wage versus increased

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costs to the city. It was about a mother who whenever possible. The Asian press received works seven days a week to make ends meet a study on the preponderance of Asian workers and has no time to spend with her daughter, who would benefit, as well as interviews with or about a couple who both work full-time but Filipino and Chinese workers. A gay community live with two children in a homeless shelter. newspaper received an op-ed about a gay The coalition succeeded in putting a living home-care worker, and similar stories ran in face on “living wage.” the African American and Latino press. At the outset, the coalition employed the training The San Francisco coalition also employed and consulting expertise of We Interrupt This another powerful tool, especially in campaigns Message, a group that at the time was available where the media message has successfully to provide media training and technical assis- focused on basic fairness. A poll was conducted tance. “Working with a progressive media that showed the campaign had been effective organization was vital to us. We Interrupt with the public. The strong support demon- This Message not only helped us develop the strated in the poll for a living wage was the message—they kept us on it,” wrote Ken Jacobs, final push in negotiations with the mayor’s a UC Berkeley labor policy specialist who office and business community that led to a was involved in the campaign. living wage ordinance for San Francisco. The coalition was also successful at targeting Credit: Prepared for and first published in the audiences and localizing the news story SPIN Project’s Winning Wages: A Media Kit for Successful Living Wage Strategies.

In addition to using the standard tools of In contrast, New England’s Project: Think public relations and organizing, strategic commu- Different serves a variety of disenfranchised popu- nicators also develop new, innovative ways to lations including urban youth, working to engage get out the message. A number of Progressive them in actively creating the change they wish to Communicators Network participants and their see in the world by using the tools of culture and organizations use the arts and cultural expression artistic media for priorities and perspectives that in vibrant ways. Appalshop, a multidisciplinary are not reflected in mainstream media. They have arts and educational organization serving rural used socially conscious yet entertaining music and Appalachia, has been producing film, radio, theater, video contests for the best song or visual art in and community media since 1969. They have pro- support of a theme for change that mobilizes people duced dozens of award-winning documentaries, to take action. This approach to social change established JuneAppal Records to preserve many is mirrored in New Orleans, where YAYA, Inc. traditional forms of mountain music, and operate has partnered with consultants at Esopus Creek Eastern Kentucky and Southwestern Virginia’s Communications, Critical Resistance, and others only progressive licensed radio station. Their to teach youth how to use the visual arts as a tool Community Media Initiative works directly for social change. with grassroots groups and public interest organizations to develop and implement communications strategies.

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Critical Resistance South Esopus Creek Communications encourages The media committee planned an outdoor news a unique model for working with grassroots event to kick off the conference that included a organizations that was developed jointly by student art project using an elementary school Esopus Creek partner Jane Wholey and Linda as a backdrop for the news event. YAYA, Inc., Stout, then executive director of Peace a group of young graphic artists in New Development Fund. Orleans, worked with students at Craig This model involves two full-day training sessions Elementary School to create 100 full-size for an organization’s members and staff. In the window banners on the front façade of the first session, basic media skills are shared in a school representing family members who highly interactive workshop featuring role-plays, are incarcerated. filmed interviews, and problem-solving games. Using the backdrop and the release of the report The second session focuses in part on advanced as “hooks” to attract media attention to the skills training in such topics as messaging and conference, Critical Resistance South was able framing, and in part on the creation of a to generate widespread media coverage of the strategic communications plan for the organi- event and in-depth coverage of the problem and zation including mapping out an intensive possible solutions. The day of the conference, four-month media campaign. an AP national wire story with pictures of the An Esopus Creek consultant then works with banners appeared in about 130 newspapers Case Study the organization’s volunteers and staff to carry nationwide, far exceeding expectations. out the campaign, providing on-the-job training This was followed the next day with a two-page that will carry over into the group’s future work. lead story in the Times-Picayune followed by In December 2002, Critical Resistance South stories in New Orleans African American news- (CR) and Esopus Creek kicked off such a papers and a three-part series n the National campaign with an intensive two-day media Catholic Reporter. In all, the event resulted in workshop for about 15 CR volunteers from about 150 newspaper articles in addition to around the region. The workshop ended with TV and radio stories, two newspaper editorials, a set of goals that included defining Critical three columns, and a syndicated op-ed piece. Resistance South as grassroots Southerners with As a result, Critical Resistance South not only solutions to the prison crisis and both saturating drew attention to the problem but defined the New Orleans media markets and generating issue. The Times Picayune spoke for the first media attention across the South. The campaign time about “the prison industrial complex” and concluded on April 5 with a highly successful “prison abolition,” while the name “Critical conference called Critical Resistance South: Resistance South” was launched all over the Beyond the Prison Industrial Complex. region and is now firmly on the media During the campaign, a team consisting of radar screen. consultant Jane Wholey and seven CR volunteers Most importantly, CR South became sold on the devised a series of campaign messages and value of utilizing media as a tool to advance set up a variety of radio and television talk show their goals and build their organization. Even as interviews leading up to the conference. They they embarked on the New Orleans campaign, arranged for preparation of a nationally signif- most members of the local media committee icant report on Southern prisons by the Justice were skeptical about mainstream press and Policy Institute and created a booklet of stories had doubts about the sanity of the media profiling 16 of the most newsworthy organiza- project—until the results were in. tions and individuals attending the conference.

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A consciousness shift took place within CR young activists in the South understand the value South. “They had unleashed a whole new kind of the media as an organizing tool. I believe of power and, despite all the hard work, had they will find a way to fold media strategy enjoyed themselves along the way,” Wholey into most everything they do henceforth.” writes. “Now, some of the best and brightest

“Through using these new media tools, youth came to understand that they have something of value to say about themselves and their community and that their voices can make a difference. Many gained a better sense of their own leadership potential, “ —Appalshop staffer Mimi Pickering after her digital storytelling workshop with youth from Monroe, Louisiana

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Another approach is to adapt progressive In a vote watched across the nation, messaging to an established model—corporate Coloradans rejected TABOR (Taxpayer Bill of media. Public News Service (PNS) has built a Rights) and voted to support public services rather network of state-based progressive news services than receive individual cash disbursements from that distribute stories for mainstream as well as previously collected taxes. Bill Vandenberg, independent media use, primarily radio with co-director of Colorado Progressive Coalition Internet use growing. Currently, they have public /Colorado Progressive Action, described the role interest news bureaus in 16 states, with four more of PNS’s Colorado bureau: “The Colorado News expected to launch in late 2006. Connection helps us build our organization in three ways: first, the CNC helps us more effectively Started in 1996 in Idaho, one of the toughest promote the organizing and advocacy work that environments for progressive speech, PNS continues we’re already doing; second, through in-state pro- to expand as it helps to amplify progressive and duction it gives us the ability to get our positions public interest voices. It is supported by grants, on breaking issues out much more rapidly than gifts, and memberships from more than 300 public we could do on our own; and third, it expands interest, nonprofit organizations. These member our reach statewide by reaching dozens of radio organizations understand that they cannot exercise stations outside of our Denver home.” control over PNS journalists. PNS’s combination of independence and commitment creates a level of The ultra-conservative Idaho legislature nar- trust with both the progressive organizations that rowly rejected an anti-gay marriage constitutional support the service and the mainstream media. amendment in January 2005. Regular coverage around GBLT issues over eight years by PNS’s Progressive leaders have reported on how Northern Rockies News Service (NRNS) had a PNS’s news bureaus in their states have contributed significant role in breaking through early media to impressive policy wins: resistance and helped secure radio coverage on In Montana, Scott Crichton of the ACLU GLBT issues equal to the other issue areas. “We reports that “a ten-year redistricting battle in are up against a serious obstacle to progressive Montana created districts that maximize Indian thought all over the U.S.… the Northern Rockies representation and reshaped others in a way that News Service has worked to provide stories about helped turn this red state blue in the 2004 election. us in our own voices. Nothing matters more than PNS’s Big Sky Connection has no doubt played a putting a face on a community that feels prejudice factor in Montanans being better educated on this and discrimination. To tell stories in our own voices and other issues of importance to us all.” is powerful,” said Idaho state representative Nicole LeFavour.

Even with limited resources, strategic communicators are launching successful campaigns, creating new and creative models, developing leadership at the grassroots level, and having an impact on the media and public policy. We know there are other examples addressing a wide variety of issues that are not included in this briefing paper. The Network invites communicators to let us know about their successes and innovations, and to submit new case studies. Through on-going updates to our website, we will develop a library of case studies to be shared with the public. Contact Carolyn Cushing—call (413) 527-3835 or email [email protected] for more information.

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S ECTION III

STRATEGIC COMMUNICATIONS AND STRENGTHENING GRASSROOTS ORGANIZATIONS

A progressive movement seeking institutional change in America must be built from the ground up. Only in that way will the people who are affected by public policy have a hand in creating those public policies. Strategic communications for “…strategic communications social and economic justice likewise must be built from the ground up, working hand-in-hand with extend far beyond simple the grassroots, community-based organizations that are setting the agenda. public relations. The For grassroots organizations, strategic commu- acquisition of media skills nications extend far beyond simple public relations. The acquisition of media skills and an under- and an understanding standing of the importance of communications can build an organization’s power base in a number of ways, such as developing leaders and spokesper- of the importance of sons, aiding in fundraising efforts, and creating local and national policy change. communications can Learning how to successfully represent their build an organization’s group’s position on issues before TV cameras or in interviews builds an individual’s speaking ability power base…” and confidence. People affected by an issue are better at telling their own stories than any profes- sional. Gaining speaking skills often transforms individuals in organizations into leaders, as they realize that what they have to say is important and can make a difference.

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Once they have developed strong strategic “In a proposal, a group tells its story and communications, organizations find they have defines its success. We look to see how the media much greater success in raising funds from both the coverage matches up. When we have an oppor- public and foundations. Nothing attracts money tunity to see an organization’s work through its like a successful track record and nothing docu- own eyes and other people’s eyes as well, we ments success like positive media exposure. For can draw our own conclusions.” example, in 2000, the Peace Development Fund solicited comments about the importance of media The increased credibility that often results coverage from various foundation staff. Here from the right kind of media exposure also helps is what Vic DeLucca of the Jesse Smith Noyes organizations working for social and economic Foundation had to say about the importance of justice to forge alliances with other community media coverage when his board reviews proposals: groups, such as local churches, unions, or teach- ers, that might have previously assumed they “When we see media coverage about a group it had little common ground. tells us they are getting their message out. It also allows us to read what others are saying about the Finally, a successful proactive media organization—their opponents and observers, too. strategy can help win victories, as well as enable It is useful to see how reporters write about com- organizations to define the public debate on an munity organizations. We recognize that many issue. On a large-scale level, strategic communi- groups don’t have access to the media, and that the cations influences how messages and issues are media is biased in favor of corporations and the framed to a larger public and is an integral tool white privileged classes. But we still believe that for any movement building efforts. Effective use if you are doing something it should be covered— of media alone cannot win a battle. But victories not necessarily on page one.” can be won with a communications strategy that is carefully integrated into a campaign plan that organizes people, forges alliances, conducts research, and builds leadership.

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Bay Area Youth Block the “Superjail” In April 2001, Alameda County, California, officials. Organizers realized that even if their supervisors unveiled plans to expand and targets avoided their protests, TV and print relocate the county’s juvenile hall, using state news coverage would deliver their message and federal funds to build the largest per capita and their demands for them. youth prison in the nation. Young people were As the campaign grew, so did the coalition’s ready to organize to stop it. influence. The issue rapidly expanded from a Joining forces with Books Not Bars, an adult-led local story to a state and then national story, coalition, the Youth Force Coalition launched thanks in large measure to the involvement the “Stop the Superjail Campaign” to fight the and leadership of youth. Through the media proposal. Their goals were to reduce the size coverage working arm in arm with strategic of the facility, shift its location to one more organizing, Youth Force Coalition and Books accessible to families, and transfer funding Not Bars won their demands. Public opinion toward alternatives and prevention programs against a “Superjail for kids” put their targets on instead of incarceration. the defensive and as a result, the State Board Books Not Bars was able to frame the issue by of Corrections withdrew preapproved state defining the project as a “Superjail,” a message funding for the project. The Board of Supervisors that the youth groups successfully ran with. agreed to cut the size and capacity of the jail in half and move it to Oakland, an accessible As one youth activist pointed out, “Very few Case Study location for families. people would say ‘I’m in support of a Superjail for kids.’ Having the media savvy to frame the At the campaign’s conclusion, a San Francisco campaign, naming the fight in a way that gave Chronicle editorial credited the Youth Force us a lot of leverage and a lot of power… it Coalition for changing the terms of debate, placed our opposition in a bad position.” swaying the opinions of key Alameda County supervisors, and ensuring that the largest youth The Youth Media Council worked with the prison in the nation would not be built in their Youth Force Coalition to assess their media county under their watch. work and craft an aggressive communications and leadership development plan. The primary “We learned that not only is media access goal was to project youth voice into the public achievable for youth organizers, but that when debate by training youth spokespeople, creating youth organizers speak for themselves, they can strategic messages, and using their youth event counter stereotypes, build youth power, and win “Not Down with the Lockdown” as a hook for campaigns that have vital impacts on young feature stories. people’s lives,” Youth Media Council program director Jen Soriano explained. The result was a change in the public face of the campaign. The adult spokespeople that dominated at the outset of the campaign were replaced at the end by youth spokespeople in all of the media coverage. The youth coalition’s ability to control the debate and sound bite a message was clearly seen in the news coverage. The campaign was particularly effective in using well-planned actions, messages, and the media to put pressure on key targets, including public

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“Message in a Bottle” Campaign In 2004, Save Our Cumberland Mountains magazine articles for months afterward, AP (SOCM), a grassroots organization in coverage in several states, as well as Tennessee, challenged the growth of mountain- mention in USA Today. top strip mining for coal in the state’s eastern The event also resulted to a series of meetings coalfields. With federal regulators encouraging with state officials and a public announcement the practice, SOCM realized that the only hope from Governor Phil Bredesen, holding out the for curtailing mountaintop mining in the promise that if federal officials failed to protect mountains of East Tennessee was through Tennessee’s land and water, his administration state officials in distant Nashville. would step in to do the job. The organization had already learned several The media event had a positive impact on the years earlier the value of using the media as campaign against mountaintop mining, but a tool to publicize its work and had in place from SOCM’s perspective it had an even more a media committee and a communications important impact on the organization’s future. specialist on staff. Early in the year, around 30 The complex logistics of the 400-mile, two-week active members of the organization gathered event involved over 200 individual SOCM for a daylong planning session to map out a members, volunteers who joined the relay teams, campaign to involve the public and influence and others who drove shuttle vehicles to pick up the governor. or drop off teams, boats, and supplies. Scores Case Study Through a series of brainstorming sessions a of other members remained on dry land to set rough plan was devised to create a media event up the press conferences or speak to the media. that would focus on the threat to water quality. In addition to the press conferences at both the SOCM would carry a jug of water polluted by start and finish, one SOCM chapter located mining run-off from East Tennessee to Nashville near the mid-point in the trip hosted a media and present it to the governor. They would reception and barbecue dinner. Media coverage generate public attention by carrying the water was almost continuous for the entire two-week by river, nearly 400 miles from the mountains of period. Other volunteers helped handle and East Tennessee down the Big South Fork and drop a gigantic banner along the Nashville Cumberland Rivers to the governor’s back door. waterfront while supporters who lived along Seven separate teams paddling canoes the waterways opened up their farms and and kayaks or traveling by small motorboats, back yards as overnight campsites. would spend two weeks relaying SOCM’s In the end, SOCM members and leaders “message in a bottle” with a large flotilla of unanimously agreed that even if the event canoes, motorboats, sailboats, and rowing failed to win the desired support of Tennessee’s shells gathering for the final two miles on water governor, it had been a tremendous success to a press conference in the shadow of Titan because of the involvement and enthusiasm Stadium on the Nashville waterfront. that the event kindled within the organization. The event in July, 2004 went off as planned. The spirit within the organization rose to new Media coverage began in East Tennessee as heights, new members flocked to the banner, the first team of volunteers pushed their craft and old members were revitalized. into the swift waters of the Big South Fork. Local “That last week, wherever we stopped, people newspapers reported on the teams’ progress would come up to us, complete strangers, and as the relay proceeded down river through say, ‘I read about you in the paper yesterday. Tennessee and Kentucky. Television cameras It’s great what you’re doing.’ That made us feel recorded the scene as a large crowd of like we were really accomplishing something supporters and reporters gathered in Nashville special,” team member Bobby Clark said for the final press conference. The event led to at the end.

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S ECTION IV

STRATEGIC COMMUNICATIONS AND GROWING BROAD-BASED MOVEMENTS FOR CHANGE

The role that strategic communications play That common thread is lack of power over in movement building cannot be understated but their lives and communities, and the common goal like “the movement” itself, that role can be difficult of gaining that power. Empowerment is the one to define. There are, at least within the popular goal that organizations have in common, whether media, numerous so-called movements—such they are working for environmental justice, health as the civil rights movement, the environmental care reform, reform of the justice system, a living movement, women’s movement, gay rights, labor, wage, or equal rights for minorities. peace/anti-war, immigrant rights and so on. Lack of power is the great unifying factor The mainstream news media in America has that unites most Americans. Sadly, it is common too frequently defined these various causes and ground that most Americans do not realize they their supporters as “special interests,” the same share. The system and the media instead often definition that the media often reserves for pit “special interests” against one another—labor representatives of corporate America. versus the environment, gay rights versus Christian values, white versus black. But in essence there is only one movement, and that is empowerment of America’s powerless. Generally, the staff and leadership within The mainstream media, by narrowing everything progressive organizations are aware of the common down to a question of partisan politics or competing ground that their groups share, regardless of which special interests, has lost sight of the one factor that issues they address or which constituencies they unites the poor and working class, minorities of represent. This is not always true of the general every kind, and those who are oppressed by our public or even the majority of a group’s members. nation’s “profits-first” approach to the environment, For this reason, strategic communications can unite health care, justice, and every other aspect of and empower citizens, by identifying common everyday life. messages and creating a unified front that cuts across lines of race, religion, economics, lifestyle, and language.

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Criminal Justice Working Group of the Progressive Communicators Network Efforts to curtail and eliminate the gross over- justice system, and those fighting the very use of prisons and incarceration in the United existence of prisons and mass incarceration. States face especially difficult communications At the very least, organizations could agree challenges in the form of public fear, misinfor- to avoid messages that undermine the work mation, and deep-rooted prejudices against of the differing strategies. poor people and people of color whose Recognizing that shared messaging and commu- communities are disproportionately shattered nications strategy would only serve to strengthen by the nation’s prison addiction. everyone’s work on prison issues, and that there During the 2004 annual PCN gathering, a were many more people who shared both small group of criminal justice communicators common roles and concerns in diverse organi- sought each other’s company to share experi- zations working on prison reform and abolition, ences and setbacks in their work to decarcerate the group decided to gather communications the nation’s prisons. Most people in the group leaders to find creative and effective ways to had never had the opportunity to critically message prison reform and abolition. engage with other people whose primary “Looking back, I’m not quite sure how we responsibilities involve messaging and media managed to make it all happen in the middle outreach on prison issues. After just one meeting, of our other work,” said Gopal Dayaneni, then and thirsty for more, the group recognized program director for Silicon Valley Toxics Case Study the critical importance of Coalition, working on prison labor. “But there developing an ongoing was such enthusiasm network of anti-prison and a real need for communicators, and the gathering that committed to continue we managed to pull meeting after the off what felt like the PCN gathering. impossible. Spending Volunteering countless an entire weekend hours on top of already just messaging and demanding full-time strategizing with such jobs, the group met an inspiring group of by conference calls people working for for several months to change was worth discuss existing work and all the effort.” plan ways to expand their network. In addition Each individual in to obvious needs for professional communi- the group undertook crucial tasks to make a cations networking and anti-prison messaging, gathering happen. The all-volunteer team wrote the group also saw an opportunity to find funding proposals and solicited money from common messages that could be shared despite foundations, donated homes and spaces for the political and strategic differences between the gathering, coordinated travel and logistics, those working to reform elements of the criminal

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and planned the agenda and activities for the practices that fill prisons; or challenging prisons weekend. On April 1–3, 2005, in Poplarville, and punishment altogether. Mississippi, the hard work finally paid off when Without oversimplifying the differences 16 people attended a first-ever communications between work to reform or abolish prisons, strategy gathering for those fighting to reform participants were able to identify common or abolish the nation’s prison system. messages. Overwhelmingly, all the participants The gathering was designed to address some of agreed on the importance of putting forward a the “tough issues” facing anti-prison communi- message that reinforces the idea that “prisons cations and develop core messages that would don’t make us safer.” simultaneously advance efforts for strategic Participants also identified messages used in reforms in policies and practices within the the criminal justice movement that sometimes criminal justice system and abolition of prisons harm other anti-prison efforts. While progress and mass incarceration. Participants identified has been made in moving the public and policy challenges common to all the work, including makers on the ineffectiveness of incarcerating sensationalized media coverage of isolated nonviolent drug offenders, for example, the crimes exaggerated as “trends”; tendencies exclusive focus on “nonviolent” undermines towards sound-bite anti-crime politics rather than more comprehensive depopulation strategies thoughtful public health and safety policies; and that must challenge legal definitions of violence a general apathy about the mass incarceration and encompass broader prison populations. In of people of color, the poor, the mentally ill, and addition, efforts to reform the juvenile justice the drug addicted. Though many reforms have system through messages that leverage “kids” been made to move away from the tough-on- against “the real criminals” can frustrate the crime policies of the past, incarceration rates work of advocates fighting for changes for continue to grow. adults in prison. The gathering also took on challenges and “In the six years that I’ve been working as an tensions between different change-making anti-prison communicator, this gathering was the strategies and political visions within the first time I had the opportunity to brainstorm anti-prison movement, in the spirit of developing with people who are trying to use media and better understanding as a way to find some messaging to fight the prison system,” said common ground on communications. Laura Jones, communications director of the Participants focused on a shared vision of Justice Policy Institute. “Because of that weekend, creating core strategic messages that would I’ve changed the way our organization commu- advance many different types of anti-prison nicates about prisons. Our executive director work, whether reducing the suffering of people was even quoted in a national Associate Press in prison and people in communities targeted article saying that “prisons don’t make us safer.” by imprisonment; reforming the policies and

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S ECTION V

THE MEDIA LANDSCAPE TODAY: The More Things Change, the More They Stay the Same

To successfully create change, communications As more people turn to the Internet for their strategies must also constantly adapt to new tech- news, both the attraction and credibility of network nologies as well as changing trends in how the and cable television continues to decline while the public seeks information. The revolution in commu- circulation and credibility of most print media nications through the Internet has made it necessary remains at low levels. Conservatives in the Pew for progressive communicators and their conser- poll distrust the media as a source of information in vative public relations counterparts to reinvent much higher numbers than those who identified the way they strategize. themselves as progressives or Democrats.

More Americans than ever are turning to This underscores the effectiveness over the their home computers to obtain their news, and past decade of the conservative misinformation that includes a growing number of minorities. campaign to paint the media as having a liberal According to the most recent report by the bias. According to some polls, only about one Pew Research Center, Media Consumption and quarter of Americans who keep up with the news Believability Study, the percentage of Americans actually trust what they hear or read. A recent who obtain their news from a variety of online Gallup poll was a little kinder—it found that sources has shown a steady increase from 23% credibility of the mainstream news media rose in 2000 to nearly three in ten (29%) in 2004. In slightly in the past year and that in 2005, 50 percent the mid-1990s that figure stood at only 2%. of Americans polled trusted entirely or for the most part trusted what they read or heard in the news. The percentage of African Americans who regularly go online for news has grown by about This shift in the viewing and reading habits of half over the past four years, from 16% to 25%. The Americans requires communicators on both sides shift in news habits of Hispanics has been even of the political spectrum to rethink priorities. The more pronounced. The percentage of Hispanics traditional press conference in front of television who turn to online sources for news has risen cameras and reporters’ notebooks must give way from 22% in 2002 to 32% in 2004. to multidimensional communications strategies.

“The traditional press conference in front of television cameras and reporters’ notebooks must give way to multidimensional communications strategies.”

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These new strategies must incorporate everything sources do not, and the strategies that grassroots from talk radio, long the domain of conservative groups must use to get their stories across remain voices, to online news sources and the blogosphere. the same. Whether the goal is to reach the editori- al page of a daily newspaper, land an interview The new strategies must also take into with a television talk show, or become the topic account the changing demographics of America. of a popular blog, the message must still be What are the most effective ways to reach the deemed as “newsworthy.” growing Latino/Chicano/Hispanic population? African Americans? Native Americans? Older Americans are turning to online news sources in greater numbers than their younger counterparts. To help build a progressive movement, strategic communications must effectively address differ- Trends in Regular News Consumption ences in language and bridge the generations. May, 1993 April, 1998 April, 2002 While poll results reveal the ongoing changes Local TV news 77% 64% 57% in how Americans get their news, they also reveal Cable TV news — — 33% that not all that much has changed. According to Nightly network news 60% 38% 32% the Pew report, 57 percent of people still watch Network TV magazines 52% 37% 24% Network morning news — 23% 22% local TV news “regularly.” Of the respondents, 41 percent also read a daily newspaper or listened Radio1 47%2 49% 41% to radio news “yesterday,” while 29 percent Call-in radio shows 23%3 13% 17% regularly read a weekly newsmagazine. National Public Radio 15% 15% 16% Newspaper1 58%2 48% 41% The continuing dependence on traditional Online news4 — 13% 25% news sources by a large segment of the public— while at the same time growing numbers turn 1 Newspaper and radio figures based on use “yesterday” 2 to online sources and other alternatives for infor- from 2/1994 3 from 4/1993 mation—would seem to pose both a paradox 4 Online news at least 3 days per week and a tremendous communications challenge to progressive organizations. Fortunately, it is Credit: Public’s News Habits Little Changes by September 11 only the technology that is changing. The Pew Research Center’s Biennial News Consumption Survey (June, 2002) Online news services must still rely on traditional sources—press releases, press confer- ences, investigative journalism—for the information that they share with the public. The vehicles that deliver that information may change but the

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S ECTION VI

EQUIPPING GRASSROOTS ORGANIZATIONS TO WORK IN THE CURRENT MEDIA LANDSCAPE

A major goal of strategic communications must media. As an example, African American groups be the development of an organization’s internal in the Deep South often point to the racism that capabilities for engaging with the ever-changing exists within the white-controlled media as a tools, technologies, and approaches of the media roadblock to good press coverage. Although field. Where communications professionals are a often grounded in truth, this lack of confidence in part of an organization’s staff, they need to include the mainstream media can become a self-fulfilling training of leaders and members in communications prophecy. skills as a primary objective. Where outside profes- sionals are employed, their priorities should include Some African American organizations turn effectively sharing their knowledge, in essence instead to “reliable” methods of communication working themselves out of a job. such as fliers or word-of-mouth and, when dealing with the media, focus their attention solely on Through strategic training, new leaders can be African American publications and radio stations. identified and brought into positions of leadership Without developing the strategies, media relation- by the use of media and communications as one of ships, and confidence to break through and assert many tools in a campaign. A successful commu- their right to be covered in a wide range of media, nications strategy should also impact the thinking of these groups are unable to reach beyond their own existing community leaders, drawing them into community and engage allies (sometimes willing a campaign as allies or into the organization and sometimes reluctant) who could help them as new leadership. achieve their goals. Through workshops and hands-on experience, progressive communication The case studies and success stories professionals must first help such organizations described in this report make it clear that overcome their own fears and distrust. social change organizations need both a communications plan and the capacity to utilize communications as an integral part of their work. Unfortunately, not “…social change organizations need enough organizations have either. both a communications plan and the In some cases the problem is one of mutually reinforcing negative attitudes on the part of both grassroots groups and the capacity to utilize communications as an integral part of their work. Unfortunately, not enough organizations have either.”

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Many groups have seen what advanced more frequency, and their experience and learned planning and a proactive communications strategy communication skills will be lost. Thus an ongoing can accomplish, both in moving their issues and process of training that involves people in all parts strengthening their organizations. But resources for of the organization is critical. Without it, groups are most social change-oriented groups are stretched all too often left with gaps in their organizational thin. It is too often the case that organizers or staff capacity or are forced to spend resources members have to take on multiple roles within reinventing the wheel. grassroots organizations including their own campaign development, leadership development, The solution comes from both sides of the internal operations, fundraising, and usually, last equation. Social change organizations need to be on the list, media and communications. aware that their success with the media and public education campaigns is no accident and resources If an organization is lucky enough to must be committed to communications work in the have a “communications director,” that staff long term. Funders must also be aware of this fact person is generally responsible for putting and actively promote resources for communications together the monthly newsletter and annual as a key component of their financial support. report. When budgets tighten for groups that focus on community organizing, the position In addition to pushing grantee organizations of communications specialist too often becomes to place a higher priority on media and commu- expendable, along with any resources budgeted nications work, more foundations need to recognize for outside consultants or technical assistance. the crucial role that this work must play in moving a national social change agenda. Nonprofit groups The skills that are learned by leaders and that provide technical assistance and consulting volunteers in an organization, such as how to on communications need more financial support, be an effective spokesperson, often remain for and more such nonprofit organizations need to be the long term. Paid staff may come and go with established to serve regions of the country where they do not presently exist.

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Jane Addams Senior Caucus “Before it would be so disappointing when we had put energy into a meeting and we’d get all the elected officials there and little or no press,” says Pat Drennen, 73, outgoing chair of Jane Addams Senior Caucus. The caucus is fighting to ease income restrictions and increase eligibility for state-funded home care, allowing seniors to stay at home on Chicago’s North Side instead of moving to “Understanding who would be the right nursing homes. Until 2005, the caucus had people to pitch this story to was critical for experienced difficulties in getting the media’s me, especially being new to Chicago media,” attention and, through the media, public Clark points out. attention for their efforts. The caucus secured interest from the Chicago That changed in October. Drennen adds, Tribune and Sun-Times, along with local and “Yesterday we had a big senior health fair in Korean and Russian-language newspaper the ward, and when I was going around the reporters, to cover the annual meeting on crowd hustling to get postcards signed to support October 10. There, the caucus pushed local our campaign people were easy to persuade. legislators to contact Governor Rod Blagojevich

Case Study As soon as I started to explain they’d say, and ask him to increase funds available to ‘Oh yeah, I read about you in the paper.’ ” seniors who prefer to remain in their community instead of moving to nursing homes. The improved media coverage was anything but accidental. The group’s executive director, The Tribune story appeared on the day of Lori Clark, sought help from the Chicago-based the event, and the newspaper’s editorial board Community Media Workshop, with funding writer followed up with Clark about a possible support from the Chicago Community-based editorial. Ten days later, Sun-Times columnist Capacity Initiative, a partnership of Chicago- Cindy Richards focused on the issues in area and national foundations. her column. “Our role is to provide technical assistance to Clark says one of the most valuable impacts increase organizations’ effectiveness in creating of the media coverage was “the pressure it positive change,” says Leslie Ramyk, director put on the governor’s office to work for of the Capacity Initiative. “By partnering with reform on this issue.” the Workshop we leveraged our funds with their Pat Drennen agrees, and adds this advice: expertise. You can’t hire a consultant at market “I would tell other groups looking to get in the rate to deliver this work. Plus at the Workshop news to take the training so they could get the they understand community organizing.” hang of it and to really make seeking publicity The Community Media Workshop responded one of the top goals of any organizing drive. to Clark’s request by conducting a training at When they teach us leadership training they the Senior Caucus annual leadership retreat in teach us that power, the ability to act, is built on July. Workshop staff met with Clark ahead of relationships… one of the things we need to do time to determine specific needs. They followed is build relationships with people in the media.” up this training by helping the caucus to develop a communications plan and, in September, reviewed news releases and helped Clark map out the group’s pitch to specific reporters.

22 S ECTION VII

BUILDING PROGRESSIVE COMMUNICATIONS INFRASTRUCTURE AT THE GRASSROOTS

Until recent years, many communications the Internet, and training opportunities in different specialists—both independent and working regions addressing different issues all contribute within organizations—labored to a certain degree to a sharing of ideas, strategies, and tactics that in a vacuum. They most often were compelled to prove their worth through shared success stories. concentrate on a single issue, worked for a single Regional networks based on PCN’s national model organization, or operated in one city or region. On are being organized. The first official chapter has the whole, there was too little communication been formed in Boston and organizing is moving and exchange of ideas among grassroots forward on chapters in other parts of the country. strategic communicators. Interaction between communicators has Since 2000, the Progressive Communicators resulted in greater trust and understanding of Network (PCN) has worked diligently to fill that the resources that can be gained through coop- vacuum. PCN links many of those dedicated eration and collaboration. The Criminal Justice to using strategic communications as a tool for Working Group profiled in this paper is one institutional change, in the process crossing example of collaboration resulting directly from geographical boundaries, issue lines, and social the PCN. Having a preexisting network is also boundaries such as age, ethnicity, and gender. vital to responding quickly to unplanned-for political and natural events. In the aftermath The existence of a Progressive Communicators of Katrina, for example, PCN members were Network takes this interaction a step further by instrumental in launching the Katrina Information providing opportunities for communications Network to coordinate work for a just rebuilding specialists among staff and leadership to learn of the Gulf Coast. from their peers in other organizations. Annual network gatherings, the exchange of ideas over

The Progressive Communicators Network exists to strengthen and amplify the power, voices, and vision of grassroots movements that are working for racial, social, economic, and environmental justice. Our members use communication strategy, framing and messaging, and media tools to: 1) enhance the influence of social change movements on public policy and opinion, and 2) realize a world without poverty, racism, and other forms of oppression. The Network is a project of Spirit in PCN gathering June, 2005 Action, a movement-building support organiza- tion located in Western Massachusetts.

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Katrina Information Network In the wake of the hurricanes of 2005, and staffing support while PCN hosted strate- Katrina Information Network (KIN) has gy calls and provided small stipends to sur- emerged as a model of how progressive vivor organizers. The organizers helped main- communicators from coast to coast could tain consistent media support to groups and work together to support media coverage updated the Web site. The KIN media team and action. For over a year, Progressive also benefited from several PCN members Communicators Network members have volunteering their time to provide communi- helped staff a KIN media team to keep cations consultation with groups. Over the the spotlight on the gulf. Although much year, many grassroots groups, generally of our nation’s media has historically failed without a communications budget, could to cover struggles in the Deep South, KIN count on KIN’s media team for many last continues to drive home how structural minute communications requests. racism, deep poverty, and disinvestment In the two months leading up to the created this fatal tragedy. one-year commemoration of Katrina, KIN KIN started in September 2005 and helped distribute 40 press releases, matched continues to post actions and media alerts reporters to spokespeople at over ten grass- on Web portals at www.katrinaaction.org roots gulf groups, hosted a reporter call on (launched for activists and grassroots action) a comprehensive report from Reconstruction

Case Study and www.katrinainfonet.net (launched to Watch, circulated a list of reporters who’ve serve the needs of the journalists and media been covering Katrina, prepared numerous makers). PCN members and allies such as fact sheets from reports like CorpWatch’s Big The Praxis Project, Youth Media Council, Easy Disaster profiteering, and hosted calls Colectivo Flatlander, Community Media for groups on unified messaging and racial Organizing Project, Color of Change, justice messaging. McKinney and Associates, Straight Words The Web site itself serves as an archive of Communications, and a number of media work towards a just recovery. The up-to-date consultants across the nation from Arkansas KIN site has an editorial board that oversees to Wisconsin, collaborated on KIN’s media the mechanics of KIN’s work. The editorial team and met on over 25 strategy calls. board includes national groups such as Through calls, emails, and The Praxis Project, in-person meetings, KIN provided technical assistance to over 20 grassroots groups and created tools from framing strategy memos to creation of a media Web site. In the first year, The Praxis Project anchored KIN with financial

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Progressive Communicators Network, Through KIN, PCN and others helped foster National Economic Social Rights Initiative, more innovative collaborations including the Color of Change, Reconstruction Watch, need for comprehensive media training in New Movement Strategy Center, Education for the Orleans and the Black and Brown Media People, and others. In addition, the editorial Network. The inception of this network started board, the KIN Gulf Advisory Board, provides with a tip sheet to people of color journalists strategic direction to KIN, and consists of on race issues in Mississippi and New Orleans. Gulf organizations such as Save OurSelves With PCN’s support, the KIN media team led a Coalition, Mississippi Workers Center for media capacity-building training for groups Human Rights, Advocates for Environmental June 24–25 at the Musician Hall in New Health, Safe Streets, Miami Workers Center, Orleans. Thirty people from ten organizations People’s Hurricane Relief Fund, and others. attended, growing the coalition of participating KIN is proud to coordinate with other existing groups and introducing new people to KIN. networks including the U.S. Human Rights Five seasoned PCN trainers from the KIN media Network and New Orleans Network. team gave participants the opportunity to learn KIN believes that communication without how to pitch stories, learn about framing, action is not effective and has circulated analyze coverage, meet reporters, and meet over 25 actions to amplify the organizing with media experts on individual organiza- work of gulf groups. KIN has successfully tional needs. Participants voiced a need for helped challenge obstacles to worker rights, ongoing support and training in how to use from hosting framing and messaging calls the media in their organizing work. on challenging guest worker visas, to posting actions challenging the Davis-Bacon waiver that sought to weaken prevailing wage regulations for workers and helping stretch jobless benefits. KIN has also amplified housing organizing, from helping challenge FEMA’s unjust treatment of displaced Gulf Coast residents to challenging HUD to open public housing in New Orleans.

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As the cases and examples in this paper illustrate, communications is central to policy change, leadership development, shifting public consciousness, and increasing organizational capacity. These models need to be supported and replicated, and to that end the Progressive Communicators Network urges progressive individuals, organizations, and funders to:

a Promote strategic communications as integral to organizing and critical to building strong organizations;

a Support training programs for communications practitioners (whether they are professional staff or volunteer spokespeople) at all levels of experience;

a Devote time and resources to collaborative communications efforts that reach beyond organizational boundaries and advance progressive movement building.

With these kinds of investments in strategic communications, the movement for positive change in this country will be strengthened and become ever more effective. Foundations and donors play a critical role in this investment process, not only with the actual funds they contribute, but also for the signal they send that strategic communications plays a central role in all strong organizations and change making initiatives. As a PCN member recently recounted, “I hope that within five years, philanthropy will understand that communications capacity is as important as fundraising capacity. I remember 30 years ago being questioned about including a development person in my budget. Today the tables have turned and foundation staff ask me if I am including enough fundraising in my staffing and budgeting plans. I hope that soon there will be the same attitude about communications. This is more than just PR! Communications competency and use of media tools is essential to a well run nonprofit. And it’s critical to moving grassroots issues into the public debate and to building movements that change public policy. I hope the foundation world will join us in making these tools more widely available as we all work together to create a better world.”

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A PROGRESSIVE COMMUNICATORS NETWORK BRIEFING PAPER

RAISE EVERY VOICE Strategic Communications & Progressive Change Making

One Cottage Street Box 25, Suite 3-21 Easthampton, MA 01027 (413) 527-3835 www.progressivecommunicators.net