Climate Action Plan
CAPE COD COMMUNICATIONS FRAMEWORK DRAFT ACKNOWLEDGMENTS
This framework was developed by Cape Cod Commission staff with the support of the Communications Stakeholder Working Group who was generous with their knowledge, time, and expertise.
2021 CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK APRIL 2021 DRAFT
Prepared by Cape Cod Commission Staff
The maps and graphics in this document are for planning purposes only. They are not adequate for legal boundary definition, regulatory interpretation,DRAFT or parcel level analysis.
P.O. Box 226 (3225 Main Street), Barnstable, Massachusetts 02630 Phone: 508-362-3828 Email: [email protected] www.capecodcommission.org CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
Table of Contents
INTRODUCTION...... 5 RESOURCES...... 55
Climate Communications on Cape Cod ...... 7 Cape Cod Commission Resources...... 55
How to Use This Framework...... 12 Communications Tools ...... 63
COMMUNICATIONS FRAMEWORK STRATEGY ...... 14 Select Metrics for Communications Evaluation...... 64
1. Setting Goals and Objectives...... 15 Example Metrics for Campaign impact...... 64
2. Identifying Key Audiences and Collaborators...... 17 Free Photo Banks...... 65
3. Developing Key Messages...... 23 Free Video Banks...... 65
4. Selecting Outreach Strategies...... 36 Free Graphics Banks...... 66
5. Determining Milestones and Timeline...... 51 Educational Resources...... 67
6. Defining and measuring success...... 52 DRAFT
3 The Cape Cod Climate Action Plan is a major component of the Cape Cod Climate Initiative, a community-focused, information- based effort to inform a strategic framework and collaborative approach to address the region’s contributions to and threats from climate change.DRAFT CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
Introduction
Climate change is a key challenge facing the environmental well-being, including impacting This Climate Communications Framework, natural, built, and community systems of how Cape Cod’s ecosystems function. an addendum to that Plan, serves as a guide Cape Cod. Cape Cod is vulnerable to climate- for municipal and regional government staff, related hazards, such as sea level rise, storm In response to regional climate challenges, educators, non-governmental organizations surge and flooding, erosion, damaging the Cape Cod Commission (Commission) (NGOs), and others who endeavor to build winds, elevated summer temperatures, developed a Climate Action Plan for Cape on the regional Climate Action Plan and and wildfire. These hazards put vulnerable Cod, in collaboration with a wide range of communicate to their audiences about populations at risk and can cause loss of stakeholders, that describes challenges, climate change, mitigation, and adaptation on life, damage buildings and infrastructure, impacts, and potential mitigation and Cape Cod. impair coastal environments, and otherwise adaptation strategies. impact a community’s economic, social, and
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5 CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
The Climate Communications Framework The process for developing a climate climate change with different communities works in tandem with the research communications plan is broken down into six across Cape Cod. As much as possible, this and strategies put forth by the Climate different components including setting goals framework takes the COVID-19 pandemic Action Plan to offer a path to developing and objectives, determining key audiences into account, offering both virtual and a coordinated and effective strategy for and collaborators, drafting key messages, in-person communications strategies and delivering key messages and engaging selecting outreach strategies, establishing considerations. The framework also links with communities across Cape Cod about a timeline, and measuring and evaluating diverse communications resources, ranging climate change. It includes both theoretical success. Each section is explored in depth, from educational content to free online and practical guidance focused on how to covering topline strategies and practical photo and video banks. develop a climate communications plan. tactics for communicating about This resource will support stakeholders across Cape Cod as they translate the Climate Action Plan into results.
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CLIMATE Legal and Jurisdictional Analysis Four working groups provided guidance and feedback in the topic areas of transportation, Economic Impact Modeling COMMUNICATIONS housing and development, natural resources ON CAPE COD Stakeholder Engagement and working lands, and energy. Four Mitigation and Adaptation Strategies subregional municipal meetings were also CLIMATE ACTION PLAN held to better understand municipal goals, Student Climate Ambassador Program capacity, and needs relative to climate action. In July 2020, the Cape Cod Commission Cape-wide Survey Focus groups with local organizations and launched a regional climate action planning a cross-sector working group also provided process that considers both climate change GHG Emissions Inventory input to guide development of the Climate mitigation and adaptation, building off of The Cape Cod Commission collaborated Action Plan. the 2019 Cape Cod Climate Initiative. With with stakeholders to identify strategies the goal of improving the region’s resilience and develop an action plan to address the to climate hazards and mitigating climate critical challenges posed by climate change. change on Cape Cod through reducing Stakeholders contributed to problem net regional greenhouse gas emissions definition, climate adaptation and mitigation in support of the framework and targets actions and strategies, and approaches to established by the Commonwealth, the communication and education. Commission set out to begin development of the following components of the Climate Action Plan: DRAFT
ABOUT THE CAPE COD CLIMATE INITIATIVE
The Climate Initiative—a collaborative process to develop a strategic framework to address the region’s contributions to and threats from climate change—was informed by a series of recommendations from the 2018 Regional Policy Plan, including development of a baseline GHG emissions inventory for the region, and structured in response to broad community input. The Cape Cod Climate Action Plan is a major component of the Cape Cod Climate Initiative.
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DEVELOPING A their own work, ranging from curriculum creation of this communications framework COMMUNICATIONS materials to online tools to articles in the and contains additional information that may FRAMEWORK media (see Resources section). In addition, be helpful to other communicators. Commission staff conducted a field scan The Cape Cod Climate Action Plan of over 50 documents related to climate Communications Framework was change communications. The field scan CHALLENGES TO CLIMATE developed by Cape Cod Commission surfaced several communications plans COMMUNICATIONS staff, in collaboration with a network of that were designed specifically to work in Throughout the stakeholder engagement communications and education stakeholders tandem with a Climate Action Plan, as well process, the Commission heard from in the region through a series of stakeholder as other relevant resources that have also practitioners about the toughest working group meetings. been added to the Resources section of challenges they are facing in this document. The C40 communicating about climate change, Commission staff and meeting facilitators Climate Action Planning from difficulties in the Cape’s identified an initial set of communications Communications Toolkit1 classrooms to barriers facing public challenges during the extensive outreach produced by The sector employees in community process conducted between 2019 and C40 Cities Climate engagement. 2020, which led to the establishment of Leadership a Communications Stakeholder Working Group was Group. This group met twice virtually in 2021. particularly In the first meeting, participants shared the helpful challenges they observed as communicators in the and educators in this field. During the second meeting, participants responded to a draft outline of the framework, including guiding DRAFT principles, goals, intended audiences, and key strategies. Participants also shared resources they identified or leveraged in
1 The C40 Cities Climate Leadership Group. “The C40 Climate Action Planning Communications Toolkit.” 2020. Link: https://bit. ly/30zwFSL.
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Educators who participated in the A NOTE TO EDUCATORS Communications Stakeholder Working Group also shared the unique challenges Many educators contributed to the development of this communications faced when working to spread awareness framework. Though this resource does not include specific guidance on of climate change issues and inspire action developing a curriculum around climate change issues, it should serve as a useful amongst students. Initial feedback indicates resource for developing messaging and finding innovative ways to convey it. The that schools may not have available classes resource section at the end of the framework may be especially helpful to find and/or sufficient course material that new ways to engage students on climate change and the environment. address climate change (especially impacts on Cape Cod), and that Massachusetts state standards are not well aligned with One of the top challenges facing climate the situation. Moving forward, it will be the goal of increasing climate education communicators on the Cape is that the public important for communicators across the across all grade levels. is hearing inconsistent messaging about Cape can leverage the Climate Action Plan climate change from a variety of different and this framework as a guide to help unify Some stakeholders also expressed that while sources. Information on local climate messaging and reach a broader audience. climate change education is well integrated at change impacts is not universally available some grade levels, the opportunities are not or reaching necessary audiences. There is Other challenges involve obstacles to public spaced well across grades and are not always also a common misconception that climate participation in local decision making. mandatory and, therefore, do not reach impacts will occur in the distant future, while During the outreach process, stakeholders as many students as they could. Teachers communities bear the costs of adaptation working in local government noted also expressed that they need support and mitigation today, which can be deterring. difficulties around motivating community in developing curriculum and accessing In the Commission’s stakeholder outreach members to attend public meetings and materials to help teach students of all ages efforts, participants shared that the public read documentation that can inform policy DRAFTabout climate change. would benefit from a clearer understanding change or related actions. Stakeholders of the threats the region is facing from also mentioned needing additional support, climate change and the urgent actions that including physical spaces, for people individuals and groups can take to improve to gather and discuss important issues in public.
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CONSIDERATIONS FOR changed aspects of everyday life and how A CLIMATE-FRIENDLY understanding these changes can improve RECOVERY FROM COVID-19 how we address future challenges. There also may be greater opportunities to During the development of the regional integrate more environmentally friendly Climate Action Plan, the COVID-19 pandemic systems and solutions during this time of emerged and rapidly spread throughout the change and adaptation. Though the action world. While the pandemic brought its own needed to adapt to climate change can feel set of devastating challenges to communities, overwhelming at times, in the face of the there are many lessons to be learned from pandemic there may be an opportunity to these challenges that can be applied to reach people in ways that may resonate climate planning efforts. COVID-19 showed more strongly now, and to take collective that healthcare and sanitation systems are action to make the Cape a safer and healthier an essential part of responding to natural place for all current and future residents and threats; clean air and water are necessary visitors. to protect against health risks; and the most vulnerable members of society are disproportionately affected when disaster strikes. These lessons can be directly applied to the threats the Cape is facing as extreme weather and degradation of the environment become more commonplace.
As Cape Cod continues to recover from DRAFT COVID-19, it is important to consider and prepare for future emergencies—both climate-related and otherwise. Instead of returning to ‘business as usual,’ local leaders and residents can work together to think through the ways the pandemic
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GUIDING PRINCIPLES
This framework will help communicators and educators raise broad awareness of community and individual responsibilities related to Cape Cod’s changing climate, integrating equity into implementation and increasing engagement on climate issues. The framework has been crafted around three main guiding principles:
Grow Awareness of Climate Issues: Leverage this framework in spreading awareness of the impacts of climate change and the actions that can mitigate them among Cape Cod’s stakeholders.
Inspire Behavioral Change: Inspire Cape Cod residents and stakeholders to take meaningful action on climate change.
Promote Inclusivity and Equity: Engage the diverse and vulnerable populations that live on Cape Cod, deeply integratingDRAFT equity into climate change communications.
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Building on the guiding principles, the specific Motivate the public and private sectors to practical applications of the information. objectives of this framework are to: make significant and timely investments The last chapter provides additional in climate change adaptation resources for communications planning and Improve awareness and understanding implementation. of the Cape Cod Climate Action Plan strategies for climate action HOW TO USE THIS Depending on available time and resources, Provide a common strategic vision FRAMEWORK this framework can be leveraged at multiple and allow various entities to speak The communications framework should be scales. Scalability has been taken into with one voice around climate used by municipal and regional government consideration throughout the framework, change and associated impacts staff, educators, non-governmental and recommendations for its use in an Encourage Cape Cod towns and organizations, non-profits, and others organization with limited resources is other stakeholders to take collective who communicate about the impacts of provided where possible. Organizations actions that will strengthen the climate change on Cape Cod.2 The strategy wishing to develop a climate communications region’s resilience to climate change and resources can support their efforts to strategy can leverage this document to set Share communications resources and increase engagement on and awareness of goals and measure progress, and can utilize best practices, as well as monitoring and community and individual actions to address the creative resources and case studies evaluation strategies, with key Cape Cod climate change, especially as it relates to to develop content. Town staff can create stakeholders to increase the Climate equitable outreach and implementation. unified talking points to educate voters Action Plan’s reach and effectiveness in advance of Town Meeting. Educators This framework is organized into six sections: Generate support and political developing a curriculum around climate commitment among key decision- goals and objectives, audience segmentation, change impacts can use these materials to makers for pursuing policies that will key message development, outreach educate students on how climate change has contribute to the Cape’s ability to strategies, timelining, and evaluation. Most already begun impacting their community. mitigate climate change and its impacts sectionsDRAFT include a theoretical section on how to approach content development with climate action in mind, followed by
2 Throughout the document, there are references to “the organization;” this is intended to be inclusive of any group leveraging the framework, including town staff, non-profits, and other community leaders.
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communications campaign will require more detailed planning to put it in motion. MASSACHUSETTS NET-ZERO EMISSIONS GOAL For example, an organization that supports The Commonwealth established a 2050 EMISSIONS REDUCTIONS FROM 1990 LEVELS energy efficient housing may develop a target of “net zero” emissions, which is 1990 LEVELS defined as “a level of statewide greenhouse communications plan to outline their target gas emissions that is equal in quantity to the audiences, key messages, and which tools amount of carbon dioxide or its equivalent by they will use to reach those audiences. The 2030 that is removed from the atmosphere and communications campaign will determine stored annually by, or attributable to, the how key messages about energy efficient 50% by Commonwealth; provided, however, that in no 2050 housing are turned into communications event shall the level of emissions be greater materials such as posters or videos, that than a level that is 85% below the 1990 level.” 85% specific contact lists are built to reach key audiences, and that a more detailed timeline is developed to guide the use of different tools such as social media platforms over the Ultimately, the framework will help communications plans—but are different period of the campaign. communicators and educators raise broad than the plans themselves. awareness of community and individual This communications framework responsibilities related to Cape Cod’s A communications plan outlines the broader provides information and resources that changing climate, integrating equity into goals, objectives, audiences, messaging, will support the development of both implementation and increasing engagement and calls to action, tools, and channels that communications plans and campaigns, but on climate issues. pertain to a given issue, while campaigns the framework itself is designed specifically are then mobilized to implement the DRAFTto guide the development of climate action broader communications plan. Any given communications plans. COMMUNICATIONS PLAN communications plan may include material OR CAMPAIGN? that is relevant to just one communications Though often used interchangeably, campaign, or it may outline ideas for multiple communications campaigns are a part of campaigns. A communications plan is a roadmap to guide the campaigns, and each
13 CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK Communications Framework Strategy
Once a town or organization has steps to support the development of a about the plan. Following the theory determined a need for a communications climate action communications plan. Each portion, communicators will find practical strategy around climate change, the six-step of the six parts begins with a theoretical information as well as other tools, resources, process outlined below should provide a framework that explains why this step is and templates to support the application realistic plan of action. This section provides important, and various considerations to of the concepts into tangible action. details and advice on each of these six take into account when making decisions
SETTING GOALS AND SELECTING OUTREACH 1 OBJECTIVES 4 STRATEGIES What are you hoping to achieve by What mediums are best for each audience and message? communicating about climate change?
IDENTIFYING KEY AUDIENCES DETERMINING MILESTONES 2 AND COLLABORATORS 5 AND TIMELINES Who are you trying to reach, and what partners What external and internal factors might determine your might help you to reach them? timing, and how do you think about the timeline of the plan DRAFTversus the timeline of each campaign?
DEVELOPING KEY DEFINING AND MEASURING 3 MESSAGES 6 SUCCESS What are the primary messages you want How will you know if your communications efforts have to communicate? Can you organize them by succeeded? How can you harness learnings to improve audience segment, by sector, by issue, or future communications plans and campaigns? other themes?
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While the Climate Action Plan addresses In general, communications campaigns Cape Cod’s population broadly, an should inform or influence behaviors in large organization’s goals and objectives will audiences by increasing knowledge and likely be more specific and depend on the providing a call to action. Once goals are 1. SETTING GOALS communities it wishes to reach. To determine in place, set measurable and time-bound AND OBJECTIVES these goals, the organization should assess objectives that support them. Be sure to the strengths and weaknesses of previous consider the human and financial resources communications efforts, opportunities to available to ensure that the objectives are influence key stakeholders and encourage achievable within the specified time frame. Goals and objectives should behavioral change, and past challenges outline what communicators encountered in reaching audiences. Each goal may have one or multiple intend to achieve through objectives that support it; specific objectives outreach. Goals describe what Following a self-audit, an organization should should include a concrete deliverable that is a plan will seek to achieve, define overarching goals by considering time-bound. and objectives define how the intended outcomes of communication. the goals will be met. DRAFT
15 SETTING GOALS AND OBJECTIVES CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
Encouraging Change Through Influencing people to understand and act the first step in influencing change. While Communications on climate change is a challenge, but the the conversation around climate change path towards large-scale adaptation and may at times be weighed down by fear and Communications strategies should be used mitigation begins with consistent and clear pessimism, solution-oriented communication to inspire behavioral changes that can slow communications at a local scale. has the power to offer hope along with down the rate of climate change and allow understanding. people and places to readily adapt to and Financial and other incentives have a mitigate its effects. critical role to play in social change. But thoughtful and strategic storytelling is key to increasing awareness, which is always
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AUDIENCE SEGMENTATION Students and young adults Climate communications efforts can benefit Individuals, committees, and governance from audience segmentation. Audience bodies responsible for deciding and segmentation is the process of dividing enforcing related policies and regulations 2. IDENTIFYING KEY a wider audience into specific groups of At the beginning of the outreach process, AUDIENCES AND people who have similar needs, values, or communicators should determine the characteristics.3 COLLABORATORS tone of an organization’s communications. For example, some organizations may Segmentation recognizes that different lean towards a more serious, informative groups of people will respond to tone, while others may decide on a lighter, Key to a successful climate communication tactics and messages in more conversational tone. Tone may vary aciton communications different ways, and then works to maximize depending on the target audience and campaign is identifying who the impact of communications by tailoring communications channel (more information the key audiences are and strategies to match the needs of various in Selecting Outreach Strategies). Breaking what other organizations groups as much as possible. may be helpful in extending down the target audience into smaller clusters can help communications planning the reach of messaging Targeted outreach messages and methods in several ways: to those key audiences. are based on the needs and interests of stakeholder groups, such as: Relevant messaging: By designing messages based on the values Year-round residents and needs of specific audiences, Seasonal residents communications strategies are likely to be more effective and efficient. DRAFTBusiness owners Communications platforms: Families and individuals who Different groups tend to use different will be or have been especially communications channels. By impacted by climate change segmenting audiences using certain
3 MailChimp. “Audience Segmentation.” Retrieved March 11, 2021. Link: https://mailchimp.com/marketing-glossary/audience-seg- mentation/.
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demographic factors such as age, that individuals and organizations due to their vulnerability to climate communicators are more likely to can take to adapt to and mitigate impacts, such as race, age, disabilities, or connect with those specific groups. the impacts of climate change. socioeconomic status. (See Integrating Equity Shared barriers: Devising messages to Considerations below.) combat specific barriers that are shared PRIORITIZATION OF by members of a specific group increases AUDIENCE SEGMENTS It can also be helpful to break larger the probability that communications audience segments into smaller subgroups One way to prioritize outreach to stakeholder efforts will be acted upon. For example, focused around common behaviors, groups is based on the level of influence messages targeted at homeowners that beliefs, or practices based on insight and provides details about how to schedule and/or interest they may have on climate research. With a sense of the beliefs and a free home energy assessment could action in the region, and selecting either behaviors of various subgroups, it may increase the likelihood that homeowners active or passive communications strategies take action to reduce their energy use. make sense to assign specific actions to accordingly. Some individuals or groups each subgroup based on their perceived Calls to Action: Communicators should be informed broadly about climate level of receptiveness to climate messaging. should leverage the Climate Action action, while others may warrant proactive Identifying the full spectrum of audiences can Plan in determining specific calls to consultation and collaboration. Other action, as it outlines specific actions help to prioritize outreach accordingly. audiences warrant explicit outreach
INFLUENCE/INTEREST MATRIX
An influence/interest matrix provides a visual HIGH INFLUENCE, HIGH INFLUENCE, for how a communicator might think of assessing LOW INTEREST HIGH INTEREST audience segments and determining how to prioritize them. Individuals that fall into the high influence, high interest category may also serve as potential DRAFT collaborators to implementing the communications strategy. Adapted from Mendelow, A.L. (1981) LOW INFLUENCE, LOW INFLUENCE, Environmental Scanning: The Impact of the LOW INTEREST HIGH INTEREST Stakeholder Concept. ICIS 1981 Proceedings, 20. INFLUENCE INTEREST
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PARTNERS AND COLLABORATION RESOURCE COLLABORATIONS
Climate issues by nature are interdisciplinary Co-producing communications materials can save money and increase and cross-sectoral. After determining its workload capacity, while cross-promoting communications materials with other goals, objectives, and key audiences, an agencies can help to build and expand audiences. organization should consider partnering with other local agencies and stakeholders Clearly define roles and that have shared interests. Stakeholders Partnership Considerations responsibilities: In any collaboration, can also consider collaborating on research, Build from existing relationships: set clear expectations early and define Consider the organization’s existing monitoring, and evaluation efforts to increase roles and responsibilities before the network and whether there are any efficiency. In the long run, developing inter- partnership begins. Schedule and attend potential partnerships that could stem agency and cross-sector relationships can regular meetings together to ensure from existing working relationships. help to strengthen shared visions and coordination and maintain momentum. Familiarity and a high level of comfort with processes for climate change adaptation and communications approaches and shared Set goals, deliverables, and timelines mitigation, contributing to better outcomes interests may save time and resources. together: As part of defining roles for Cape Cod as a whole. and responsibilities, set shared goals Collaborate beyond the for the communications efforts, as environmental sector: Organizations well as detailed expectations for who and stakeholders already working in will contribute what and when. the environmental sector can be strong partners, but it is also valuable to look Invite the audience to interact: beyond usual collaborators to other Audiences themselves can be some of sectors, such as small businesses, real the strongest partners. Use social media DRAFTestate developers and agents, arts and other platforms for engagement organizations, and others. Cross-sectoral to expand on ways for people to teams may reach larger audiences and share their views, and to join the help avoid any appeal to self-interest. It campaign and help spread the word. is important to include individuals that are well connected to the communities the information is intended to reach.
19 Massachusetts 2010 Environmental Justice Populations Environmental Justice Criteria: Massachusetts Southeast Region Environmental Justice (EJ) populations 2010 Environmentalare determinedIDENTIFYING Justice by identifying all Census KEY Populations 2010 AUDIENCES AND COLLABORATORS CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK Environmental Justice Criteria: block groups that meet any of Hull the following criteria: Framingham Boston Southeast Region Environmental Justice (EJ) populations Ashland Quincy are determined by identifying all Census 2010 Dedham Cohasset Dover Milton Households earn 65% or block groups that meet any of Westwood Hingham Income less of statewide median Braintree Hull ScituateFramingham household income the following criteria: Holliston Norwood Boston Medfield Randolph Weymouth Millis Norwell Ashland INTEGRATING EQUITY Canton Dedham Quincy Medway Walpole Holbrook Rockland Cohasset Minority 25% or more of residents CONSIDERATIONSDover Milton ENVIRONMENTAL JUSTICE COMMUNITIES ON CAPE COD, Households earn 65% or Sharon Avon Abington Westwood population identify as a race other than white Norfolk Hanover Marshfield Braintree Hingham Income less of statewide median Hopedale Stoughton Scituate2010 CENSUS Holliston Vulnerable populations are often household income Whitman Pembroke Medfield Norwood Provincetown English 25% or more of households have Foxborough Randolph Weymouth Source: Massachusetts Executive Office of Energy and Environmental Affairs Wrentham Brockton Hanson Millisdisproportionately impacted by the effects Norwell language no one over the age of 14 who East Duxbury Canton isolation Blackstone Easton Medway speaks English only or very well Bridgewater Walpole Holbrook Rockland Minority 25% or more of residents Plainville Mansfield West of climate change, and typically have Bridgewater Sharon Avon Abington population identify as a race other than white Truro Hanover Halifax Kingston Norfolkless access to the resourcesStoughton needed for MarshfieldPopulations meeting one EJ criterion North Bridgewater Hopedale Attleborough Norton Plympton recovery. These groups can include, butWellfleet income Whitman Pembroke Provincetown English 25% or more of households have Attleboro Raynham Foxborough Brockton language Middleborough Wrenthamare not limited to, communities of color, Hanson minority population no one over the age of 14 who Taunton Plymouth East Duxbury isolation 95 Blackstone Easton speaks English only or very well Rehoboth low-income neighborhoods, youth, olderBridgewater English isolation Carver Plainville Mansfield West 495 Bridgewater Eastham adults,3 people with impairments, people Truro Seekonk Dighton Berkley Lakeville Halifax KingstonPopulations meeting two EJ criteria Populations meeting one EJ criterion facingNorth homelessness, and peopleBridgewater with limited Attleborough Norton income and minority population 195 Wareham Plympton Wellfleet income 24 English proficiency.4 Orleans Swansea Freetown Attleboro Raynham income and English isolation Rochester Brewster minority population Dennis Middleborough Somerset Fall Plymouth Acushnet 95 6 Taunton minority population and English isolation River Marion BourneCapeSandwich Cod is home to several Environmental Yarmouth Harwich English isolation New Rehoboth Chatham Carver Bedford Mattapoisett Justice (EJ) communities, defined by the Populations meeting three EJ criteria Barnstable 495 Eastham Fairhaven SeekonkMassachusetts Office ofBerkley Energy and income, minority3 population Dartmouth Dighton Lakeville Populations meeting two EJ criteria Mashpee and English isolation Westport Environmental Affairs (MA EOEEA) as Falmouth income and minority population 195 Wareham areas with high minority, non-English24 Orleans Swansea Freetown For more information contact: income and English isolation Rochester EEA EJ Policy Program Coordinator Brewster speaking, and/or low-income populations. 617-626-1000 Somerset Dennis In Barnstable County, the EJFall populations Acushnet 6 minority population and English isolation Gosnold River Marion Bourne Sandwich 0 5 10 15 miles Yarmouth Harwich are concentrated in Hyannis and alongNew Chatham Tisbury Bedford Mattapoisett0 10 20 kilometers Populations meeting three EJ criteria OakNantucket Bluffs Sound, with income-based Barnstable West Fairhaven Tisbury pockets in Falmouth, Orleans, Eastham, and income, minority population Dartmouth DRAFT and English isolation Edgartown Mashpee Chilmark Provincetown. Westport Aquinnah Falmouth
For more information contact: Nantucket EEA EJ Policy Program Coordinator 617-626-1000
Sept 2012 EEA GIS dsp 4 City of Boston. “Climate Action Plan.” 2019. Link: https:// Gosnold www.boston.gov/sites/default/files/embed/file/2019-10/city_ 0 5 10 15 miles of_boston_2019_climate_action_plan_update_4.pdf Tisbury Oak Bluffs 0 10 20 kilometers West 20 Tisbury Edgartown Chilmark Aquinnah
Nantucket
Sept 2012 EEA GIS dsp IDENTIFYING KEY AUDIENCES AND COLLABORATORS CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
Language, geographic location, age, access to broadband and other digital “Environmental justice is based on the principle that all people resources, and other demographic have a right to be protected from environmental pollution, factors should all be considered when deciding on the outreach strategy.6 and to live in and enjoy a clean and healthful environment. Environmental justice is the equal protection and meaningful Leverage translation services: Communicators engaging vulnerable involvement of all people with respect to the development, populations may need to leverage implementation, and enforcement of environmental laws, translation services (or engage fluent regulations, and policies and the equitable distribution of language speakers for outreach events) in environmental benefits.” order to share key messages effectively. As the Environmental Justice map above — Massachusetts Office of Energy and Environmental Affairs indicates, there are several census block groups that identify residents for whom English is a second language MA EOEEA encourages two frameworks Communications strategies should enhance (ESL). On Cape Cod, ESL speakers often speak Portuguese as a first language. of environmental equity, “stopping inclusivity through as many of these concepts the environmental ‘bads,’ such as a as possible: Engagement process: In an effective disproportionate burden of toxins, and engagement process, communications promoting the environmental ‘goods,’ such Transparency: Communications about should flow both ways and be part of an climate change should be clear and use ongoing process of building relationships as assuring access to parks, green amenities, straightforward language to make sure rather than a one-time effort. Providing and recreational opportunities.”5 the information is accessible to all. Linking ways for audiences to reach out or Communications efforts to EJ communities or sharing source information where provide feedback—whether through should integrate one or both of these DRAFTappropriate also increases transparency. email, telephone, or social media, frameworks. etc.—can benefit both sides. Strategies Diversify outreach platforms: To reach that encourage active involvement the widest range of communities, use on the part of communities can build a variety of communications channels capacity and help to drive climate action while maintaining consistent messaging. forward through shared ownership.
5 MA EOEEA. Objectives of Environmental Justice. Access March 2021. https://www.mass.gov/service-details/objectives-of-environmental-justice 6 The American Planning Association provides resources to planners to support smart, inclusive, and equitable growth: https://www.planning.org/resources/equity/
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“Active” communications strategies: Empowerment through Engagement: Increased communication, coordination, and As noted preiously in the influence Engaging with vulnerable populations collaboration with the diverse communities versus interest matrix, some audiences imparts key knowledge and information, on the Cape will improve the region’s may require an active communications while also enriching communications disaster preparedness and resilience. approach. When leveraged effectively, efforts by identifying implementation By integrating an equity lens throughout this usually means proactively “meeting barriers. Effective engagement leads to them where they are,” rather than empowered communities that understand the communications plan and prioritizing passively sharing information and why and how environmental and outreach to vulnerable populations, expecting people to seek it out. economic decisions are being made, and communicators can contribute to a safer allows them to use their voice to have and more livable Cape for all residents Relevant partnerships: As part of a say in the outcomes. Communicators and visitors. community engagement, determine which can also empower community members local organizations and entities are most to conduct surveys, facilitate meetings, trusted by and connected with specific and provide background information audiences and consider partnering with so that the communications efforts these groups on communications efforts. expand beyond its initial reach. For example, faith-based organizations and social service organizations are often local hubs for community news and organizing. Communications can often be better received if coming from a familiar and trusted source within communities. DRAFT
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INCREASING AWARENESS key messages, emphasize that everyone has an important role to play in adapting to and Increasing awareness of the causes, effects, mitigating climate change. It is also essential and solutions to climate change is a core to include clear and actionable steps that function of the key messages that make people can take to contribute to Cape Cod’s up any climate communication campaign. 3. DEVELOPING KEY resilience, while ensuring equity concerns are It is important for reducing barriers to MESSAGES taken into consideration. participation and increasing the likelihood that climate adaptation and mitigation is supported locally. These key messages may LOCAL AND REGIONAL seek to increase awareness of climate issues SCALE CHANGE This section summarizes themselves, or they may aim to increase In addition to increasing awareness themes in messaging that are audience awareness of specific actions to and spurring individuals to act, this common and helpful to climate take to improve the situation. No matter communications framework also aims to communications campaigns, and the specific audience or sub-topic, it will be support coordinated action across various outlines specific key messages important to develop key messages that seek that draw on the Climate Action sectors on Cape Cod that can lead to to increase awareness of a given topic to Plan and are organized by sector larger scale local and regional change. Key provide context for other messages that may and by subtopic. Once key messages that target various sectors and seek to influence behavioral change. messages have been chosen, urge stakeholders to take coordinated action the next section provides have the potential to make a significant and guidance on how to choose INDIVIDUAL CHANGE positive impact on Cape Cod’s ability to adapt and use various platforms for to climate threats. In addition, it is important One ongoing challenge of climate change audience engagement. to empower others to facilitate change by communicationsDRAFT is how powerless individuals providing people with information about may feel in the face of such a huge problem. how and why to engage in local decision The Communications Stakeholder Working making around environmental and economic Group emphasized that hope and optimism issues. Communicators can share messages are both crucial when trying to motivate about events such as Town Meeting and individuals to take action to mitigate climate local elections, or share relevant town change and its impacts. When developing
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resources and documents. Key messages best practices when designing their Use compelling visuals: Whenever that encourage audiences to get involved communications plans and campaigns: possible, use visuals such as photos, in local policymaking and provide details videos, or infographics to make content more engaging and relevant. Show about how to engage with government can Provide hope and incentivize action: Messaging should provide actionable local images of Cape Cod to make the be an effective way to increase community solutions as well as information about issue more tangible and meaningful. participation. the issues in order to motivate people. When possible, use real people and Design messages that show people the real situations to talk about the impact benefits they can expect in the future climate change is having on communities. CLIMATE CHANGE if they act now, and provide enough There are resources towards the end of MESSAGING BEST detail to remove barriers to action (like this document that provide information PRACTICES guidelines or key contact information). on places to find visuals if needed.
In researching climate communications Use simple, clear, consistent Highlight positive stories and plans in other regions and in discussions language: Avoid technical jargon in testimonials: Stories of people with the Communications Stakeholder favor of language that is more accessible taking action and experiencing a Working Group, several best practices rose to a wide range of audiences. Maintain positive result can convince others terminology consistency across platforms to participate and offer an important to the top for climate change messaging. and unify messaging when using connection to the broader community Communicators should adopt the following different communications channels. as well as the potential benefits of acting on climate issues. Climate DRAFT
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action can seem less overwhelming Public Backlash and Countering necessary, it is also important to know when when people feel connected to Misinformation to stop the debate. others making similar decisions. In monitoring communications efforts, This backlash may also include people who Tailor messages to each target organizations may encounter backlash audience segment: Consider specific respond by spreading misinformation. Before from groups or individuals who are averse audiences before crafting or adapting key launching a campaign, it will be helpful to to the changes being advocating for, or messages. The more specific messages think through the potential responses the who do not believe the information being are, the more meaningful and impactful outreach may garner and prepare messages shared. Anticipate which topics may be red they will be. More information on to counter any misinformation. tailoring messages is included below. flag issues for a community and prepare clear position statements on them so the Use data: Statistics and other data can help people grasp and remember communications team is aligned on how to the message, and place climate respond. However, while a response is often change information in context.
DRAFT
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Tailoring Talking Points to Identified Climate Action Goals
This section describes key important terms or correspond Housing and Development, messages broken down by directly to implementing the Energy, Transportation, Natural climate subtopic and suggested Climate Action Plan’s goals Resources, and Community. audience. Messages may define and objectives by Sector Area:
HOUSING AND TRANSPORTATION DEVELOPMENT
NATURAL RESOURCES ENERGY DRAFTAND WORKING LANDS
COMMUNITY
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Housing and Development
GOAL: REDUCE GHG EMISSIONS FROM THE BUILT ENVIRONMENT
KEY MESSAGES Centralizing development where AUDIENCES infrastructure is already (or likely A Net-zero energy building or home is one Government Agencies to be) located is better for both the that creates as much energy as it uses. (State, County, Town) economy and the environment. Net-zero energy buildings and homes are Individuals (Homeowners, Landlords) Improving walkability and allowing generally higher performing, and more a mix of land uses in Cape Cod’s resilient to economic and climate changes. Organizations (Non-governmental neighborhoods will make them more organizations, Energy efficiency program Net-zero energy buildings produce vibrant, enjoyable places to live. organizations, Civic organizations) significantly lower carbon emissions, which supports better air quality across the Businesses (Real Estate region and a healthier and more livable Development, Utilities) environment for Cape Cod residents.
GOAL: REDUCE GHG EMISSIONS FROM WASTE MANAGEMENT SYSTEMS
KEY MESSAGES Through the efficient treatment of AUDIENCES wastewater, Cape Cod can reduce Diverting waste away from landfills by Government Agencies DRAFTthe overall amount of waste that reducing, re-using, and recycling (State, County, Town) is released into the environment, waste prevents pollution that can resulting in lower health risks for harm the health of Cape Cod’s Individuals (Homeowners, residents and a cleaner environment. residents and environment. Renters, Visitors) Organizations (Civic organizations)
Businesses
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Housing and Development
GOAL: IMPROVE AND ADVANCE THE RESILIENCE OF THE BUILT ENVIRONMENT
KEY MESSAGES AUDIENCES
Cape Cod’s buildings and infrastructure Government Agencies are being increasingly exposed (State, County, Town) to higher climate stresses, which reduces their function and lifespan Individuals (Coastal homeowners) and increases maintenance costs. Organizations (Research organizations) Climate-smart designs are needed and Businesses (Real Estate Development, will provide the region with long-term Utilities, Engineering, Consultants) benefits and future cost savings.
DRAFT
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Energy
GOAL: INCREASE THE PRODUCTION AND USE OF CLEAN ENERGY
KEY MESSAGES Clean energy infrastructure for AUDIENCES improvements such as electric vehicles Increasing the production and use of Government Agencies and battery technology will increase green energy could improve Cape Cod (State, County, Town) the Cape’s resilience to natural residents’ quality of life through the disasters, lower operational costs, and creation of more jobs with livable wages. Individuals improve overall access to electricity. Everyone has an important role to play. Organizations (Non-governmental Green Community designation is an Residential buildings are the region’s organizations, Schools) important step to building a more resilient largest contributor of greenhouse gas town. Continue to support efforts to Businesses (Real Estate emissions in the energy sector, so pass bylaws and adopt stretch code. Development, Utilities) adoption of clean energy at the household level will have the greatest impact. DRAFT
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Transportation
GOAL: REDUCE EMISSIONS FROM THE TRANSPORTATION SECTOR
KEY MESSAGES AUDIENCES
Vehicles make the largest contribution to Government Agencies greenhouse gas emissions in the region. (State, County, Town) Even small changes make a difference in helping to take care of our environment. Individuals (Residents, Visitors) Consider virtual meetings, carpooling, Organizations (Schools) combining trips, shopping in walkable areas, or alternate modes of transit. Businesses
GOAL: IMPROVE THE RESILIENCE OF THE TRANSPORTATION SYSTEM TO THE IMPACTS OF CLIMATE CHANGE
KEY MESSAGES AUDIENCES
Near-term investments in transportation Government Agencies (State, County, Town) systems that are physically resilient to climate impacts and provide options Organizations (Non-governmental in case one mode is disrupted by a DRAFTorganizations, Civic Organizations, climate shock will save money and Research Organizations) lessen disruption in the long term.
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Natural Resources and Working Lands
GOAL: SUPPORT AND PROMOTE PROTECTION, CONSERVATION, AND RESTORATION OF NATURAL ECOSYSTEMS
KEY MESSAGES AUDIENCES
Open spaces, parks, and wetlands, Government Agencies provide recreational opportunities (State, County, Town) and habitats for wildlife that are key to the Cape Cod’s tourism industry Individuals (Residents) and high quality of life for residents. Organizations (Non-governmental organizations, Schools, Civic Wetlands are an essential part of Organizations, Research organizations, Cape Cod’s natural environment. Advocacy organizations, Land trusts, The Cape’s wetlands protect our Conservation organizations) shores from the impacts of storms, reduce flooding, absorb pollutants, Businesses (Real Estate Development) and improve water quality.
GOAL: INCREASE CARBON SEQUESTRATION IN THE NATURAL ENVIRONMENT
KEY MESSAGES AUDIENCES Forests and wetlands naturally support DRAFTGovernment Agencies carbon sequestration, which translates (State, County, Town) into cleaner air and a cooler planet. We must protect Cape Cod’s natural Individuals (Residents) environments to keep the region a Organizations (Non-governmental healthy place to live for all residents. organizations, Research organizations, Land trusts, Conservation organizations)
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Natural Resources and Working Lands
GOAL: PROTECT THE ABILITY OF WORKING LANDS AND WATERS TO PROVIDE ESSENTIAL SOCIAL AND ECONOMIC SERVICES WHILE PROTECTING THE ENVIRONMENT
KEY MESSAGES AUDIENCES
Cape Cod’s working lands are important Government Agencies (Federal, sources of food, economic vitality, State, County, Town) recreation, and tourism for our region. They also provide key services such as carbon Individuals (Residents) storage, flood hazard prevention, drinking Organizations (Non-governmental water protection, and more. By supporting organizations, Civic Organizations, and protecting our working lands, we Research organizations, Land trusts, are protecting the future of Cape Cod. Conservation organizations)
Businesses (Fishing, Farming) DRAFT
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Community
GOAL: IMPROVE BROAD PUBLIC KNOWLEDGE AND UNDERSTANDING OF CLIMATE CHANGE IMPACTS AND PROGRAMS
KEY MESSAGES AUDIENCES
All community members have a Government Agencies role to play in helping to improve (State, County, Town) and take care of our environment. Communications and education efforts Organizations (Non-governmental that engage diverse communities on organizations, Schools, Civic Organizations, Cape Cod will help to guide and motivate Research organizations, Faith-based people to take meaningful action. organizations, Social service organizations)
GOAL: ACCELERATE ADOPTION OF EMISSIONS REDUCTION STRATEGIES AND ACTIONS ACROSS REGIONAL AND LOCAL GOVERNMENTS
KEY MESSAGES AUDIENCES
Cape Cod government can help Government to ensure its populations are Agencies healthier, safer, and enjoy a better (County, Town) quality of life by immediately taking DRAFT measures to reduce greenhouse gas Organizations emissions as much as possible. (Civic Organizations)
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Community
GOAL: INCREASE DATA COLLECTION AND ACCESS
KEY MESSAGES AUDIENCES
Expanded access to better and more data Government Agencies (County, Town) will help Cape Cod to take appropriate and effective action on climate change. Organizations (Research organizations)
GOAL: ENSURE THE HEALTH, SAFETY, AND EQUITABILITY OF MITIGATION AND ADAPTATION SOLUTIONS
KEY MESSAGES AUDIENCES
Boosting Cape Cod’s green economy Government Agencies (County, Town) could improve residents’ quality of life through the creation of more jobs with Individuals (Residents) livable wages that help to improve our Organizations (Non-governmental environment. Cape Cod’s government organizations, Civic Organizations, needs more information to assess Research organizations) the best path forward to maximize green economy job opportunities. DRAFTBusinesses (Real Estate Development, Construction, Engineering)
34 DEVELOPING KEY MESSAGES CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
Community
GOAL: ESTABLISH STRATEGIC PARTNERSHIPS TO ADVANCE SHARED GOALS
KEY MESSAGES AUDIENCES
Climate change does not recognize Government Agencies town boundary lines or sector- (State, County, Town) based silos. All levels of Cape Cod’s government and stakeholders across Individuals (Residents) various sectors must collaborate Organizations (Non-governmental creatively for the future of the Cape. organizations, Civic organizations)
Businesses
DRAFT
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DIGITAL VS. IN-PERSON Here are a few pieces of advice to consider OUTREACH when planning a virtual event:
Each communications campaign that stems Large audiences: Any time an 4. SELECTING from an organization’s communications organization plans to host more than OUTREACH plan may use a different mix of outreach 100 people on a digital platform, it may strategies and tools. In all cases, consider be worthwhile to invest in professional assistance to ensure the event runs STRATEGIES using both digital and analog platforms smoothly, and to help people with to reach the widest swath of constituents technical difficulties. For smaller events, possible and account for equity and This section provides information it is advisable to have an in-house IT to help communicators decide on accessibility considerations. During the person on hand to manage the technical outreach strategies, including details COVID-19 pandemic, virtual events and digital aspects of the event, plus additional staff about some of the most widely used engagement have become a much more members who have been trained to field communications channels, and significant part of everyday life for many. questions and assist audience members. potential benefits and drawbacks However, it remains important to consider Interaction: If the event involves of each to take into account. The those who may not have reliable internet interactive elements, such as polls, outreach strategies chosen should or phone access, and to find ways to reach breakout rooms, or other elements, it be informed by the goals and the will be necessary to plan and practice audiences the communicator is them through efforts such as direct mail, managing these tools in advance and trying to reach. Almost all messages flyers posted in the public realm, and more. have adequate tech support at the event. can be adapted to fit any outreach strategy, but each communications Although they may logistically be easier Aesthetic: Be sure that presenters have channel has its own pros and cons to organize than in-person events, virtual appropriate background setups, are well- related to its typical audience meetings can still present unexpected lit, in a quiet place, and have the tools demographics and the human and challengesDRAFT and take dedicated staff necessary to produce high-quality sound. financial resources it can take to resources to conduct effectively. leverage. Prioritize the channels that target audiences most frequently use, and ensure that the core messaging remains consistent across platforms.
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OUTREACH AND EQUITY neighborhoods; hold meetings and communications the first or even events outside to increase visibility second time they are sent or posted. Communications is a key part of ensuring and accessibility of events. equity in any initiative. Communicators Communication tone: Be clear Digital vs. analog materials: and concise with language. Climate should consider language, age, disability and Distribute communications in both change can be an intimidating topic socioeconomic status, digital access, and digital and analog formats. Social for many, and it can be helpful to other demographic factors when selecting media may work well for many groups, make it more approachable. outreach strategies. They may also want to but handouts or posted flyers may be Diversity of form: In addition to using directly ask people who are embedded in more accessible to some individuals. As a variety of platforms, it can also be that community for input on best ways to always, consider the safety protocols if communicating during a pandemic. helpful to use a range of mediums. Create reach a target audience. materials that use a mix of words and Media list: Build a list of local media visuals to reach different audiences. In addition to considering the message’s publications that includes those that platform, below are communications reach the Cape’s diverse communities Reducing barriers to engagement: Ensure that materials can be accessible strategies to prioritize equity: and include them in the outreach. This may include smaller blogs to those who are deaf and/or visually impaired. Provide childcare opportunities Expand translation efforts: Translate and social media influencers. for attendees and their families. materials and messaging into the Repetition: Be more repetitive with Refreshments can often be a helpful primary languages of target audiences. communications about events and incentive for attendance as well. Enhance in-person outreach efforts: initiatives, especially as a deadline is Engage and incentivize community approaching. People with different representatives in outreach to schedules and varying access to populations in especially vulnerable DRAFTdigital technology may not see
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PLATFORMS FOR E-newsletter ENGAGEMENT Communicators can raise awareness The following is a list of potential of climate change issues through email communications channels for engaging with newsletters, writing engaging content that stakeholders. Platforms should be selected connects climate change impacts to Cape based on the messaging and materials Codders’ concerns and interests. The being shared, the intended audience, and newsletter can link to local events and with consideration of available resources for relevant news articles, share website updates implementation. and recorded interviews, and provide access to educational materials. Where possible, communicators should consider Centralize Resources on a building climate change content into existing Website e-newsletters (if one already exists) rather Communicators can share a page on their than collecting email addresses and starting existing websites dedicated to their climate a list of stakeholder subscribers from scratch. change planning efforts. The webpage can Links to the newsletter can be shared on the provide links to the regional Climate Action website, and sign-up forms can be shared Plan; language based on the recommended through social media or by bringing sign-up talking points; access to educational sheets to any in-person meetings. resources and related media, including newsletter sign ups; recommendations for individual action and other ways to get involved, such as events; and information DRAFT on the relationship the organization has to climate change adaptation, mitigation, and planning.
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Social Media
Social media is one of the most popular low-cost, high-impact communications A NOTE ABOUT MANAGING SOCIAL MEDIA approaches available. Communicators can Many organizations and municipalities have limited time and resources engage with stakeholders on platforms such to devote to social media management, so a set of protocols, ground rules as Facebook, Twitter, Instagram, YouTube, and expectations around its use should be set early on. Some basic rules Whatsapp, TikTok, Pinterest, Snapchat, to determine early on for governing social media use include whether one Reddit, and more. Many towns, businesses, person or multiple people will be responsible for sharing content. and organizations already have official pages on Facebook; others have YouTube channels It may also be helpful to set specific social media goals before launching campaigns on these websites. In addition to being clear about the broader for sharing video content (e.g., interviews with goals of using social media, such as increasing awareness of climate change municipal officials and community members, in new communities, it can also be helpful to set numerical goals for social special town meeting announcements, etc.). media use, such as a target number of posts generated per day or per week. This section provides more detail on the top It is also important to actively follow and engage with other users to increase social media platforms being used today. posts’ reach. Setting goals for the number of users to follow and posts to like or re-post on a daily or weekly basis can help with this.
FACEBOOK Importantly, social media manager(s) should always ensure that ‘official’ accounts are used to share content, not personal accounts. For Facebook remains the most popular social municipalities, an archive of each post must be maintained; social media media site, with nearly 70% of all Americans communications fall under the State and local public records laws. indicating that they use Facebook. About three-quarters of users log in daily,7 making Social media can be planned and scheduled in advance through tools like Hootsuite and Buffer, which can help social media managers be more Facebook a convenient option for connecting DRAFT efficient and deliberate in their postings. (Note: subscriptions to some of to many people at once. these sites may require a paid account, depending on needed features.) Preparing posts ahead of time can also help managers break complex topics into manageable components.
7 Pew Research Center, 2019. https://www.pewresearch.org/ fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-in- cluding-facebook-is-mostly-unchanged-since-2018/
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Suggested content for climate change-related Communicators that engage with people on information, and sharing engaging visuals information to share on Facebook includes: Facebook need to be cautioned against users that connect climate change and Cape Cod. that are deliberately disruptive, however. Twitter and Facebook accounts can also be Relevant event information Having set responses in place (e.g., the linked such that content shared on Facebook Recordings of Board of Selectmen/ Talking Points) is helpful, but some users can be automatically shared to Twitter. Town Council meetings and interviews are set on acting provocatively regardless of with local officials (seeRecorded the response. Organizations should pre- Twitter followers generally engage more Interviews below), or other short videos emptively set guidelines around social media readily with posts that have associated on climate change-related topics use for both Page Managers and Followers multimedia – links, photos, infographics, Public service announcements about (e.g., no discriminatory or hate speech) that or videos. ways residents can reduce their can be enforced if the need arises. Above household climate change impacts, such all, avoid public, emotional arguments with as reducing vehicle use or recycling users and adhere to fact-based information INSTAGRAM Educational materials and news articles in social media engagement. Instagram is an image-driven social media app where users are focused on sharing Sign-up opportunities for e-newsletters high-quality photos and videos. There are TWITTER The goal for Facebook should be to two main components to Instagram – the encourage followers to engage with the Twitter is known for its short-content format Instagram Feed and Instagram Stories. The content, through liking, commenting, or (“tweets”, up to 280 characters per post) and Instagram Feed is the primary focus of the reposting it to their personal page or within is often considered a source for breaking, up- app, and is the space where users scroll to interested groups. This engagement grows to-the-minute news updates.8 see photos and videos posted by accounts the potential audience and amplifies the they follow. Instagram Stories are designed message. The key to gaining a following on Organizations,DRAFT businesses, and towns may to be quick, casual videos that disappear Facebook is to post content consistently, have an official “Twitter handle” or username. within 24 hours—however, it is also possible at least once a week. It is also important On these social media pages, recommended to save a selection of Stories to the Instagram to include photos and videos whenever information includes ways to participate profile page for long-term access. Users possible, as visuals are shown to increase in climate planning and adaptation, linking typically access Stories of the accounts that engagement. relevant news articles and educational they follow at the top of their Instagram Feed.
8 American Press Institute, 2015. https://www.americanpressinstitute.org/publications/reports/survey-research/how-people-use-twitter-in-general/
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While much of the same content posted on appropriate site to communicate sector- Instagram and Snapchat, TikTok is the newest Facebook and Twitter can be repurposed specific messages about climate change. social media platform on this list and has for Instagram, it is important to remember gained widespread popularity with younger that the aesthetics are the most important audiences aged 16-24 in particular.9 TikTok’s component of Instagram posts. It is SNAPCHAT audience is continuing to grow rapidly recommended to use filters and other tools around the world, and the app was the most Snapchat is a mobile-only app that allows to enhance images and video. Instagram downloaded on Apple’s App Store worldwide users to share photos and videos that users typically only post 1-2 images or videos for Q1 2019 with more than 33 million automatically disappear within 24 hours. to their account per day, but additional installs,10 followed by YouTube, Instagram, Like Instagram, Snapchat is most focused content can be included using the Stories WhatsApp, and Facebook Messenger. Like on visual content, and tends to be used function. Instagram can also be linked to Snapchat, the tone used on this platform by a younger demographic (about 82% of Facebook, Twitter, and other platforms for is typically less formal than on older social users are under age 34). Compared to more helpful cross-promotion across platforms. media sites. traditional platforms such as Facebook, Twitter, and LinkedIn, Snapchat was designed to be a more casual social media app, and LINKEDIN WHATSAPP users may respond better to content that LinkedIn is a site primarily used by is delivered in a more informal tone. This WhatsApp is a free mobile app that uses a professionals to build their networks and platform may be an especially useful tool for phone’s internet connection to let someone follow organizations that they are interested promoting events, challenges, fundraisers, or chat with other WhatsApp users, without in. An organization or government agency other interactive aspects of a campaign. SMS text message charges. The app also lets may create a LinkedIn page and use it in a users share files and images, and supports similar way as a Facebook page, but to reach free voice and video calls without a mobile more targeted, professional audiences. TIKTOKDRAFTnetwork provider. Many communities Audiences on LinkedIn may use this platform around the world use Whatsapp as their TikTok is an app based on sharing short to keep up-to-date on news and trends primary communication platform, and the videos that usually include music, filters, in their sector, which could make it an app has 1.5 billion monthly active users.11 and other effects. Somewhat similar to
9 Beer, Chris. January 3, 2019. GlobalWebIndex: https://blog.globalwebindex.com/trends/tiktok-music-social-media/ 10 Briskman, Jonathan. May 15, 2019. SensorTower: https://sensortower.com/blog/top-apps-worldwide-q1-2019-downloads 11 Constine, Josh. January 31, 2018. TechCrunch: https://techcrunch.com/2018/01/31/whatsapp-hits-1-5-billion-monthly-users-19b-not-so-bad/
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Organizations can think of using Whatsapp as One popular way that many organizations PINTEREST akin to using an email newsletter, but in text and brands interact with the reddit form. Instead of collecting subscribers’ email community is to host an “Ask Me Anything” Pinterest is an image-based social media addresses, organizations instead collect (AMA) session on the platform, which site where people collect and share images. phone numbers to build a broadcast list functions as a crowdsourced interview. Users can search for, organize, and share within Whatsapp. Organizations are then able The AMA channel is one of the most visited images and videos from around the internet, to efficiently send text messages, images, and on Reddit and hosting an AMA session which makes Pinterest one of the largest other files to that broadcast list that appear provides an opportunity to reach a large search engines for visual content to use as a normal one-on-one message (similar audience by answering questions about in communications campaigns as well. On to the BCC function in an email). Whatsapp topic expertise or services in real time. Pinterest, users organize their content into has also launched a free Business App with These sessions take place at a specific time boards called Pinboards, and can name and small business owners in mind that allows on the AMA subreddit (r/AMA), and anyone customize the Pinboards. Users also have businesses and organizations to interact with can host one at any time. One key to a the option to keep boards private or publicly customers using tools to automate, sort, and successful AMA is to publicize the event to accessible. quickly respond to messages. the intended audiences beforehand. There are also detailed instructions and tips on how to conduct an Ask Me Anything provided REDDIT by Reddit.
Reddit is an online forum on which users discuss an enormous range of topics. Reddit is divided into sub-communities, or A NOTE ABOUT HASHTAGS subreddits, based on topic area. Any user Hashtags are keywords or phrases that make it easy for users to find relevant can create or contribute to a subreddit, DRAFTcontent by placing content into searchable, relevant categories. Hashtags can be and a user may also choose to ‘join’ a used across social media sites, and posts can use more than one hashtag. subreddit to follow updates regularly. There Communicators could choose a hashtag to associate with their climate change is currently a subreddit dedicated to Cape adaptation and mitigation efforts, so that all relevant content can be linked and Cod (r/CapeCod) which has 7.1 thousand easily found by clicking on the hashtag. There are no set rules to creating one, subscribed members. but useful ones are generally short, unique to the topic, and easy to remember.
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Media Outreach Some of the main media outlets on Cape Interactive Maps Cod include: Communicators should regularly engage One way to share place-based information is with the local and regional media outlets to Local newspapers: Cape Cod Times, to develop and share interactive map-based share newsworthy information related to Wicked Local Eastham, The Cape Codder, webpages and applications, such as Esri Story climate change on Cape Cod. Newsworthy Cape Cod Chronicle, Provincetown Maps. Story Maps can have various levels of information may include local success stories Independent, Barnstable Patriot complexity. Communicators and other users of climate adaptation, relevant legislation, Local broadcasters: WFCC, WQRC, are able to add geo-tagged links, pictures, as well as visible and less visible impacts Cape Country 104, Ocean 103, CapeCod. and videos to a map that people can access that climate change is having on Cape Cod, com, WCAI – Cape Cod NPR Radio, independently online, or that organizations and more. iHeart Radio – WXTK, WCOD, WCIB can use in a presentation. Stakeholders can also be invited to contribute pictures and text Public Access Television: Lower Communicators can write press releases, Cape TV, Cape Cod Media Center, to the Story Map, which can be a constructive op-ed pieces, and letters to the editor related Falmouth Community Television, way to collaborate with and collect feedback to climate change adaptation and mitigation, Sandwich Community Television, from the community. including pilot projects, grants awarded, and Mashpee Community Television, important legislation or research. Media Bourne Community Television, Communicators can use this platform to coverage will likely be the primary source Provincetown Community Television crowdsource stories of how climate change for residents and voters to learn about local Local magazines and online has affected and continues to affect Cape climate action. Ensure educational materials publications: Cape and Plymouth Cod. These maps can also be used to share and source material, such as the Climate Business Communicators case studies and pictures of adaptation Action Plan are linked wherever relevant. and mitigation efforts throughout the Communicators should also track relevant region, so stakeholders can learn from one media coverage to appropriately respond to DRAFTanother’s efforts. any misinformation in a timely manner. To create a Story Map, an organization will first need to create an ArcGIS Online account to develop and share the project. Then, choose an application template that fits the project needs (for example, some use
43 SELECTING OUTREACH STRATEGIES CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
scroll-through text with few pictures, others About Story Maps: https://www. Story Map Best Practices: https://blogs. share pictures with shorter captions). Each esri.com/en-us/arcgis/products/ esri.com/esri/arcgis/2016/10/11/10- template provides a tutorial and best-use arcgis-storymaps/overview essential-steps-story-map-success description that explain how to add content. Story Map resources: https://www. and https://www.esri.com/ esri.com/en-us/arcgis/products/ arcgis-blog/products/story-maps/ The following links provide additional arcgis-storymaps/resources sharing-collaboration/best- resources and guidance on creating ESRI practices-for-embedding-apps-and- Story Map templates: https:// Story Maps: web-content-in-story-maps/ storymaps.arcgis.com/en/app-list/
RESILIENT CAPE COD STORYMAP
As part of its Resilient Cape Cod effort, Commission staff created and crowdsourced information for a Story Map that catalogues climate change impacts in the region. This simple application collected over 50 entries from community members engaged in the Resilient Cape Cod project. Stakeholders, friends, family, and staff all contributed photos that reflected coastal hazards across the region. The Story Map remains active and has been shared as a resource illustrating the impacts of erosion, flooding, and sea level rise. In this way the StoryMap combines map-based data with impactful visuals. It was also integrated as part of a more complex Story Map that included case studies of coastal impacts, 3D map elements and applications previously developed by the Commission. DRAFT
The local Stories of Coastal Impacts Story Map The Story Map allows viewers to zoom to any A simple interface allows users to upload their allowed users to upload their own images of area and filter the images based on location photos and type a location or drop a pin on a coastal hazards map to add coordinates
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Recorded Interviews and podcasts CAPE COD CLIMATE ACTION PODCAST Communicators can interview climate change The Cape Cod Commission’s “Cape experts and leaders for distribution through Cod Climate Action Podcast” series multiple channels. If in-house capacity is highlights efforts of the agency and its unavailable, leverage community media community partners working together to build resiliency against climate change, centers and local cable access television covering topics including data and channels in the production of recorded climate projections, regional greenhouse interviews, which can be cross-posted to gas emissions, climate policy, efforts to promote renewable energy options, and websites, social media, newsletters, and to expansion of transportation options, other media outlets. including more widespread use of electric vehicles. The podcast can be found on the The Town of Sandwich worked with the Cape Cod Commission’s website. Commission to create an outreach plan to support implementation and funding of their local comprehensive water resource Public Presentations Begin each presentation with an overview management plan (CWRMP). The Town of the meeting goals and desired takeaways created an engaging series of YouTube Engaging presentations can educate – include intended lessons learned both for videos on their CWRMP as part of their stakeholders about climate change impacts, and from the audience. communications plan, covering topics like planning, adaptation, and mitigation. Public presentations are an important part of “What is the CWRMP?”, “Why do we need Tips for discussing climate change in increasing transparency, raising awareness, to do something?”, and “How much will it public presentations: cost the average taxpayer?” The videos can andDRAFT growing grassroots support for climate be viewed on the Town’s YouTube channel change adaptation and mitigation efforts. Review the problem, including the sources and website. During times when in-person gathering and impacts of greenhouse gas emissions is not feasible, virtual presentations and Review local and regional climate webinars are a great way to connect with change planning efforts audiences virtually.
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Discuss why taking action stakeholders to more information (e.g., significant subset of the population, or now is imperative on the website, the e-newsletter, and the informally, which can give quick snapshots
Solicit feedback on barriers to Climate Action Plan), and invite them to of knowledge levels and opinions. Informal implementing change, including financial attend relevant events. These materials surveys should not be extrapolated to larger could also describe the problem, proposed groups or used in policy-making contexts.12 Share opportunities for action on solutions, and how they can participate (at climate change planning efforts, home or through voting). When printed and Surveys can be used ad hoc and as needed especially potential individual to collect information from stakeholders actions that can be taken distributed, these handouts can be a way to reach people who may have limited access to (e.g., during or after a presentation), or they Promote public presentations through or skill with digital tools. can be used to identify issues, objections, available social media channels, website, a and support for climate action. There are press release, and e-newsletters. many options for creating surveys online; two Online Surveys common websites are Survey Monkey and Organizations and communities can conduct Digital and printed Handouts Google Forms (see Resources below). online surveys to gauge stakeholder Short, one- or two-page overviews can reactions and feedback. They can be answer frequently asked questions, point conducted formally, gathering a statistically
12 Statistical significance is an important indicator that would indicate whether one has captured results that characterize the broader population, or if the “result is likely due to chance or to some factor of interest.” More information: https://hbr.org/2016/02/a-refresher-on-statistical-sigDRAFTnificance
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PUBLIC ART with digital or other written content about and landscape architect Carolina Aragón climate change. Public art comes in many visualized predictions for future flood levels Public art installations can be a powerful tool forms and can be either temporary or along the Boston Harborwalk. The project to help communities visualize the impacts permanent, and projects can be adjusted to used low-cost materials such as lobster traps of climate change. When placed in popular fit various budgets. and aluminum and involved collaborations public spaces, public art can also be an with UMass Amherst students. effective way to reach audiences that may A public art installation created by otherwise not have received or engaged University of Massachusetts Amherst artist
FUTURESHORELINE, A PUBLIC ART INSTALLATION VISUALIZED SEA LEVEL RISE
Landscape Architect Carolina Aragón collaborated with students at UMass Amherst to create the public artwork FutureSHORELINE in Boston’s Fort Point Channel. FUTURE Shoreline is a temporary water and land-based art installation that shows the projected flooding for that area of Fort Point due to sea level rise. Based on scientific projections from the Massachusetts Coast Flood Risk Model (MC-FRM), the various colors and levels seen in the floating sculpture visualizes expected water levels for the 1% annual chance flood for 2030, 2050, and 2070, while the structures on land suggest the height of the proposed berm to protect the coast. Photo credit: Matt Conti.
DRAFT
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DECIDING ON A communications platform. Each platform is period, like social media, or is typically COMMUNICATIONS assigned a range rather than a fixed symbol scheduled for a specific date and time, like a PLATFORM because there are typically decisions the user presentation. Note that even platforms that can make when using the platform that will are not ongoing can be used repeatedly over The following table summarizes the benefits influence the final cost. For example, when time, but the length of time between each of the suggested communications platforms building a website, one can typically choose a use is typically longer than with a platform above, and highlights considerations that platform that has pre-made templates for no that requires ongoing effort. The two may influence whether an organization cost or decide to customize the website for a arrows that form a circle represent ongoing chooses to integrate it into their higher fee. effort, and the calendar with a checkmark communications efforts. represents a specifically scheduled communication. Next to each platform name are a series Audience Reach of symbols used to indicate the platform’s Each platform is assigned a symbol based on relative financial cost, audience reach, whether the reach is typically targeted, like an Level of Effort scheduling considerations, and level of e-newsletter that requires email addresses, The dial indicates the relative level of effort effort required. Below are descriptions of or community-wide, like social media that it would take to leverage each platform each category of symbols and the way the is publicly accessible. Platforms that target effectively. The dial is segmented into five symbols are used in the summary chart of audiences more specifically have the red colors on a spectrum from green to red, communications platforms. Depending on target symbol, while platforms that are more with green representing the lowest level of the user, each communications platform widely accessible have the icon that shows a effort and red representing the highest level included in this list may be leveraged in group of people. There are a few platforms of effort. The relative level of effort for each various ways, which will affect the cost, reach, that could either be targeted or accessible to platform was decided by taking into account timing, and effort needed. For this reason, the community depending on user decisions, both the time and/or human resources it the symbols assigned to each platform andDRAFT in these cases both icons are shown. would take to develop and leverage, as well represent estimates of these considerations. as any specialty technical skills that would be Scheduling Considerations necessary for its use. $ Financial Cost For this category, each platform is assigned On a scale of zero to three, the dollar signs a symbol to indicate whether the platform represent the relative cost of using each requires ongoing effort over an indefinite
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AUDIENCE LEVEL OF FINANCIAL COST SCHEDULING PLATFORM BENEFITS AND CONSIDERATIONS REACH EFFORT
WEBSITE Benefits: A one-stop resource; Can support access to other resources, such as social media, newsletters, etc. $-$$$ Considerations: Requires human and financial resources to keep updated
E-NEWSLETTER Benefits: Highly targeted; Low cost; Easy to track metrics such as open rates and click throughs $-$ Considerations: Requires a quality mailing list; Requires human resources to create high quality, informative, consistent content
SOCIAL MEDIA Benefits: Low cost, Easy to track metrics through engagement, shares, follows, etc., Organic growth and advertising $-$ Considerations: Requires human resources to frequently monitor and update channels; Requires high-level of planning to be effective; Must be open to feedback and interaction
MEDIA OUTREACH Benefits: Media publications lend influence and credibility; Easy to tack metrics through circulation numbers $ Considerations: The final message is in the publication’s control; There is no guaranteed outcome for time and work input
INTERACTIVE MAPS Benefits: Allows for community collaboration; Visual/spatial content may be more engaging for some audiences DRAFT$-$$ Considerations: Requires human resources to create and manage maps; Requires wider strategy to drive audiences to interact
The relative amount of money each platform typically Outreach that requires ongoing effort to maintain A dial that indicates the relative amount of effort $ costs on a scale of 0 to 3 needed to successfully use a given platform, on a Outreach that is scheduled for a specific date and scale of 1 to 5 Outreach that targets specific entities or groups time, does not need to be ongoing
Outreach that is accessible to the general public
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AUDIENCE LEVEL OF FINANCIAL COST SCHEDULING PLATFORM BENEFITS AND CONSIDERATIONS REACH EFFORT
RECORDED INTERVIEWS AND PODCASTS Benefits: Ability to control message; Accessible to visually impaired people; Opportunity to communicate with more emotion $-$ Considerations: Requires wider strategy to drive audiences to listen; Requires technical skills to create and edit content
PUBLIC PRESENTATIONS Benefits: Opportunities for small group and one-on-one engagement Considerations: Requires wider strategy to drive audiences attend; Requires skilled human $-$ resources to create and present content
DIGITAL AND PRINTED HANDOUTS Benefits: Low cost; Simple to create; Effective way to summarize and spread information about other efforts; Can reach people who are harder to reach $-$$ Considerations: For printed handouts, consider sustainability and whether print is necessary to increase reach
ONLINE SURVEYS Benefits: Allows for community engagement and feedback; Can be used for research and evaluation that informs future communications efforts $-$ Considerations: Requires wider strategy to drive people to the survey; Depending on goals, can require highly skilled human resources, or can be more informal
PUBLIC ART Benefits: Can reach people who are harder to reach; Can be more engaging for some $$- audiences Considerations: Requires diverse skillsets; Can require moderateDRAFT to high financial investment $$$
The relative amount of money each platform typically Outreach that requires ongoing effort to maintain A dial that indicates the relative amount of effort $ costs on a scale of 0 to 3 needed to successfully use a given platform, on a Outreach that is scheduled for a specific date and scale of 1 to 5 Outreach that targets specific entities or groups time, does not need to be ongoing
Outreach that is accessible to the general public
50 CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
Here are some suggestions for key used the date of Town Meeting to work milestones to include in a timeline: backwards and set periodic milestones to help move the effort forwards. Town Meetings or Town Council Meetings 5. DETERMINING Stakeholder engagement Additionally, considerations for available MILESTONES AND events or initiatives resources must be made. For example, will the communications strategy be TIMELINE Local climate change initiatives and implemented by full-time staff? Or will it be a activities produced by others volunteer effort? Is it the main focus of one An effective communications Key partnerships to accelerate person’s work, or is it dispersed among a strategy will include major climate action milestones that connect to an team? Depending on the answers to these organization’s goals and help Climate change mitigation questions, consider condensing or extending to guide the strategic timing and resilience targets a timeline to create realistic expectations. of communications work. Additionally, an organization’s Sector or issue-specific Finally, be sure to explicitly include timelines campaign launches communications plan should for conducting follow up communications. also include a timeline that In addition to milestones, an organization’s Audiences typically require repeated outlines when to implement outreach for a message or request to sink and complete each tactic. These communications plan should also include a milestones can include external timeline that outlines when to implement and in. In some cases, and if resources allow, considerations, such as the complete each tactic. Setting key milestones contacting stakeholders one-by-one may timing of a Town Meeting, or first can help to build out more detailed significantly increase the effectiveness of an they can be generated internally timelines to support each milestone. organization’s outreach efforts. For example, to connect with specific climate before an event, reaching out to people action campaign goals, such In DRAFTpast communications planning efforts, the who have RSVP’d—or those who have yet as the launch of a partnership, Commission has helped to set the timing and to RSVP—can help to increase attendance. an event, or a target date for a climate action achievement. pace of the strategy based on the intended Though it is also important not to inundate output. For the Town of Sandwich, for people with communication, strategic follow- example, the wastewater communications up efforts at key points during campaigns plan was intended to support a spring Town can build stronger relationships, leading to Meeting vote. In that case, Commission staff sustained support.
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EVALUATING The following questions can help set COMMUNICATIONS campaign goals and expectations: EFFORTS What is your measure of success? 6. DEFINING AND Communications campaigns of all types and How will you measure it? MEASURING SUCCESS sizes benefit from evaluation. Measuring and evaluating communications efforts is What stakeholders are you targeting? not only crucial to understand the strengths What are you asking of them? and weaknesses of a communications The individuals and/or entities approach, but also vital to the success of Adjusting Communications Goals responsible for implementing an organization’s communications plan the communications plan overall. Only by putting effort into evaluations After setting targets and measuring framework should compare the outcomes, communicators will then need to goals and objectives set in step of campaigns will communicators be one to the outcomes throughout able to understand whether campaigns evaluate the success and assess how well the plan’s implementation. By have been effective, which will help to they are connecting with intended audiences. evaluating the effectiveness of hone communications plans and efforts Some examples of questions to ask in the messaging and communications moving forward. evaluation stage include the following: strategies periodically, staff can adapt and adjust their Are you reaching the stakeholders techniques and messaging, Measuring Progress and communities you are targeting? goals, and objectives as needed. A campaign’s goals should directly Are people engaging with your determine the metrics of success. It is communications efforts? How are necessary to set targets and goals before they reacting to your messages? the campaign begins to measure whether DRAFT What did audiences do with the the campaign successfully reached those information they received? goals. Setting expectations from the outset can avoid a lack of clarity around whether a How many people have you reached? campaign achieved positive results and the Which demographics are you outcomes will demonstrate the value of an reaching? Which demographics organization’s investment in the campaign. are you not reaching?
52 DEFINING AND MEASURING PROGRESS CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
Are your audiences growing? Tools for Monitoring and and help to make decisions on what tools and methods to use in the future. Are you changing beliefs, attitudes, Evaluation and behaviors around climate change? How is this being demonstrated? SURVEYS GOOGLE ANALYTICS If the campaign did not achieve the desired One potential evaluation tool is conducting Google Analytics is a free web analytics results, the next step will then be to assess a stakeholder survey to gauge changing service that provides detailed insight into the reasons why. A few common reasons awareness on climate change issues. visitors to an organization’s website. This tool that campaigns fall short of their goals Communicators can issue one or more is most useful when posting climate action include a lack of time or money, targeting the surveys to determine the baseline of related content to a primary website, and wrong stakeholders, or having a mismatch knowledge and attitudes about a particular then using a variety of outreach strategies between outreach strategies and audience topic; future surveys can indicate any to drive people to the webpage. Google segments, and external factors beyond an changes to level of knowledge or rate of Analytics provides details such as the organization’s control. implementation. audience demographics, which channels are driving the most traffic to the webpage, A clear understanding of what went wrong Commission staff conducted a regionwide how long people are engaging with content, can be turned into learnings that will survey as part of the Climate Action Plan and more. The data can be viewed in various make the next communications campaign process to determine a baseline for graphic formats, and help to understand more efficient and effective. If using digital public attitudes about climate change and which strategies are working, and whether a measurement tools, it may not even be receptiveness to and support for various campaign is meeting communications goals. necessary to wait until a campaign is over adaptation and mitigation actions. With Google also provides free resources to better to make adjustments that can improve the this baseline in place, measurement and understand the tools and improve evaluation course of the campaign while it is still active. evaluation later on could provide a more efforts throughGoogle Analytics Academy. If evaluating a campaign once it is over, accurateDRAFT reading of how effective various be sure to document it thoroughly so that efforts were at raising awareness and findings can be referenced when setting motivating behavioral change. Surveys goals and strategies for the next campaign. can also be used to better understand an audiences’ preferences for communications
53 DEFINING AND MEASURING PROGRESS CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
SOCIAL MEDIA newsletters, and blogs can be measured EVENTS based on the number of people those Social media websites provide information If organizing events as part of a climate publications are reaching. The circulation and data points on engagement with content. communications plan, there are variety of numbers for a variety of newspapers and To understand the effectiveness of online ways to measure the success of a given other high-visibility publications can often be engagement, it may be useful to track simple event. Tools such as Eventbrite can help found through a Google search. Sometimes metrics such as the number of followers, the advertise an event and keep track of the these statistics will be locked behind a number of “impressions” on social media number of views an event advertisement has, paywall, but the advertising department of posts (number of people who have seen the number of RSVPs, and the final number most publications will typically provide them content), and the number of e-newsletter of attendees. During or following the event, upon inquiry. If sending out a newsletter subscribers or website visitors. These it can be useful to understand how the or publishing a blog, platforms such as numbers can be compared at the beginning, attendees’ experience was. Audience polling MailChimp and Wordpress will provide data middle, and end of the communications plan tools (such as Mentimeter or AhaSlides) can on the number of subscribers, views, and to evaluate audience growth, and track how be used to take the audience’s temperature more. Finally, if an op-ed or news article is audience interest levels in climate change- at various points throughout the event published in an outlet with high circulation, related topics have changed over time. using surveys, polls, and more, while Survey often other writers and bloggers will re- Monkey is a popular free tool one can use to post the article on their own site. Be sure to get feedback on the attendees’ experience search for the title of the article to track all MEDIA MONITORING afterwards. media hits. Outreach strategies that focus on publishing articles in outlets such as newspapers, DRAFT
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Resources
The following resources have been climate communications resources. which method of evaluation to compiled from a variety of sources, The resources included here are use. Resources for educators and including recommendations meant to support different aspects community leaders in search of from the Climate Action Plan’s of communications planning tools to help students or other stakeholder engagement process efforts, from finding visuals to audiences learn more about climate and Commission staff’s field scan of use for campaigns, to deciding related issues are also included.
CAPE COD help the region to set policies to reduce GHG and fluorinated gases: hydrofluorocarbons emissions. (HFCs), perfluorocarbons (PFCs), sulfur COMMISSION hexafluoride (SF6). Barnstable County- RESOURCES The inventory estimates emissions from specific data and methods were used where activities inside Barnstable County and possible and appropriate. The inventory also As part of the development of the regional certain activities outside the county from the considers seasonality in emissions where Climate Action Plan, the Commission following sectors: appropriate and feasible. developed several resources that the public can leverage in their communications Stationary energy (buildings) Communicators can use this information to framework. Transportation provide region-specific data points on the sources of greenhouse gases that cause Waste GREENHOUSE GAS climate change. EMISSIONS INVENTORY DRAFTIndustrial processes and product use More information and a final report are Commission staff developed a greenhouse Agriculture available on the GHG emissions webpage. gas (GHG) emissions inventory in 2020, Land Use and Forestry which provides a better understanding of the sources of carbon emissions, which will Gases inventoried include carbon dioxide
(CO2); methane (CH4); nitrous oxide (N2O);
55 CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
DRAFT
Together, transportation and stationary energy account for nearly 95% of the region’s greenhouse gas emissions.
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ELECTRIC VEHICLE CHARGING SOLAR SCREENING TOOL STATION ANALYSIS The Commission developed a web-based solar Because transportation has such an outsized impact screening tool that will help guide large-scale on GHG emissions, Commission staff conducted a photovoltaic projects toward appropriate areas and GIS analysis to support expanding the Cape’s electric away from important conservation areas. The tool vehicle (EV) charging infrastructure. EV charging considers both built and natural environments to stations can be found at a variety of locations on identify areas appropriate for solar development. It is Cape Cod, including shopping centers, grocery stores, designed for use by anyone interested in developing recreation centers, restaurants, hotels, and resorts. or reviewing large-scale solar facilities and can be Going forward, general recommendations for siting used as a resource for those interested increasing future charging stations include the installation of the use of renewable energy in Barnstable County. publicly available, higher-voltage (Level 2) chargers More information and a link to the tool are that can provide charging on the go for residents available on the Solar Screening Tool webpage. and visitors along major roads, as well as integratIng opportunities to charge EVs at workplaces. The Commission’s analysis considers locations that can support future EV charging stations: Community Activity Centers, areas of business density, large parking lots, and other community activities sites. DRAFT See the Siting EV Stations StoryMap for more information.
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CLIMATE CHANGE STAKEHOLDER OUTREACH Communications and Education Stakeholder ECONOMIC ANALYSIS MATERIALS Working Group, to provide guidance on this Climate Communications Framework. The Commission engaged Eastern Research Stakeholder input was an essential Additionally, there were four subregional Group, Inc. and Synapse Energy Economics component of the Climate Action Plan from municipal meetings that helped the for a study on the economic impacts of the beginning. Stakeholders helped identify Commission better understand local goals, climate change to Cape Cod. Their report strategies and develop an action plan to capacity, and needs relative to climate action. puts climate risks – and options to address address the critical challenges posed by those risks – into a monetary context to climate change on Cape Cod. Four working More information and links to stakeholder inform policy decisions. ERG and Synapse groups provided feedback in the topic areas outreach materials, including presentations assessed the impacts climate change may of transportation, housing and development, and meeting summaries, are available on the have on the region’s economy, revenues, natural resources and working lands, and Stakeholder Outreach meetings webpage. and investment decisions and evaluated the energy. A fifth group was eventually added, a costs and benefits of key strategies identified in the Climate Action Plan. Climate change TIMELINE OF CLIMATE ACTIONS communicators can leverage the content of this report to make effective economic Stakeholders also contributed to the arguments for taking action against climate development of a Climate Change change in the region, such as encouraging Action Timeline, which highlights the transportation electrification or reducing organizations, reports, and events that impacts from flooding to protect property have helped advance the understanding values and the tourism industry. of climate change causes and effects, and action taken to mitigate and The report, Economic Impacts of Climate DRAFTadapt to its impacts. The timeline Change on Cape Cod, was released with the documents local and regional efforts, Climate Action Plan in Spring 2021. and should be used by communicators as a tool to access resources and information and provide context for climate planning within the region.
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Climate Ambassador Program climate change communications, equity considerations, and workforce opportunities. Young stakeholders raised their voices early Each participant worked on a student-led during the Climate Initiative, indicating that project, either on their own or in a small they felt strongly about climate change and group, and had an opportunity to present wanted to be part of the process; and that their work. to date they felt it was difficult to make their voices heard. The Commission took steps The initial call for participants generated to try to make the planning process more far more interest than could meaningfully accessible to youth. Hearing that young be accommodated and the 18 students people often look to their peers as trusted that have participated in the program have sources of information, the Commission expressed positive feedback. With the developed the Climate Ambassador Program demand for and success of the program to as a means to educate and engage youth Climate Ambassadors date, the Commission anticipates continuing represented 10 school and build a network for information-sharing. the Climate Ambassador Program in the districts across Cape Following a call for students, a group of future, working with additional groups of Cod and Martha’s 18 high school students from districts Vineyard. students. across Cape Cod and Martha’s Vineyard were selected to participate in the eight- More information on the Climate Communicators can leverage meeting week program. Ambassadors Program is available on the materials, presentation slides, and Climate Commission website. Throughout the Program, students learned Ambassadors Program materials to about global and local climate causes structure or expand content for their own and impacts, climate policy and advocacy, DRAFToutreach efforts.
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CLIMATE CHANGE SURVEY to develop and administer a Climate Action policy interventions. A total of 719 surveys Plan Survey of Barnstable County residents. were completed between November 27, The Cape Cod Commission worked with This survey was designed to understand 2020 and January 11, 2021. Full results are the UMass Donahue Institute and the Cape Cod residents’ views on climate change, available here. Center for Public Opinion at UMass Lowell its impact on the region, and potential
CLIMATE ACTION QUESTIONS RESPONSES TOP 5 BARRIERS TO ADDRESSING CLIMATE CHANGE somewhat or strongly Difficulty in changing behavior agree that human behavior plays an important part in 69% 77% climate change. Lack of governmental support 57% 73% 60% Cost of taking action 56% DRAFT15% Lack of public information and education 55%
TOP ACTIONS TAKEN TO MITIGATE CLIMATE CHANGE Respondents indicated that reducing waste and reducing electricity/ Lack of business or industry support natural gas consumption were the top two actions already being taken 52% (73% and 60%); 15% currently drive an EV or hybrid vehicle.
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RESILIENT CAPE COD Cape Cod” project focused on the effects of coastal hazards on Cape Cod. The strategies RESOURCES erosion, storm surge, and sea level rise, and include nature-based solutions, structural resulted in the creation of several resources solutions, and policy approaches that are In 2016, NOAA awarded a three-year, that climate change communicators can classified based on their ability to protect, $780,000 Regional Coastal Resilience Grant leverage in their work. accommodate, or retreat from the impacts to the Cape Cod Commission and partners of erosion, storm surge, and sea level rise. to develop a tool and public outreach The Adaptation Strategies Database is a Information is available in a full Excel matrix program to study the environmental and collection of information on a broad range of and as simplifiedfact sheets, as well as socioeconomic effects of local and regional 41 “green” and “gray” strategies to address integrated into the Coastal Planner tool. coastal resiliency strategies. The “Resilient
CAPE COD COASTAL PLANNER
Coastal Planner: Commission staff engaged the Timmons Group, Inc., in the development of a decision support tool to communicate the impacts of coastal threats and adaptation strategies, including costs and benefits, and the need for action in a GIS-based, user-driven tool. TheCoastal Planner educates users on the climate change hazards impacting Cape Cod’s coastline, the adaptation strategies available to address them, and implications for local infrastructure and ecosystems. Communicators can leverage the tool in place-based discussions on climate change impacts. It centralizes coastal hazard planning layers such as FEMA FIRM and projected sea level rise scenarios, and integrates the cost of doing nothing into scenario results. Available at capecodcoast.org. DRAFT
SEA LEVEL RISE (4’) AND SLOSH LAYERS SHOWING POTENTIAL SEDIMENT TRANSPORT DIRECTION DISCONNECTED ROADS HURRICANE STORM SURGE FLOODING AND 40 YEAR EROSION IMPACTS
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CLIMATE ACTION PODCAST Commission staff created a Climate Action podcast series to highlight efforts of the agency and its community partners working together to build resiliency against climate change. Topics include data and climate projections; regional greenhouse gas emissions; climate policy; efforts to promote renewable energy options; and expansion of transportation options, including increased use of electric vehicles.
Podcast episodes can be shared via social media, linked on websites, or shared in newsletters as a way to educate and inform community members about important climate-related issues.
The Cape Cod Climate Action Podcast is available on the Commission website. DRAFT
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COMMUNICATIONS PURPOSE WEBSITE LINK TOOLS E-newsletter Mailchimp Event Management Eventbrite This table is a list of communications tools Measurement and Evaluation Google Analytics that have been mentioned throughout this document, including social media and Measurement and Evaluation Google Analytics Academy website platforms, online tools for virtual Online Survey Google Forms engagement and event management, Online Survey Survey Monkey and more. Social media Facebook
Social media Instagram
Social media LinkedIn
Social media Pinterest
Social media Reddit
Social media Snapchat
Social media TikTok
Social media Twitter
Social media Whatsapp
Social media YouTube
Story Maps ArcGIS StoryMaps
Virtual Engagement AhaSlides VirtualDRAFT Engagement Mentimeter Virtual Engagement Resilient MA’s virtual engagement toolkit
Website / blog Squarespace
Website / blog Wordpress
63 CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
SELECT METRICS FOR PLATFORM EXAMPLE METRIC Social Media Number of followers COMMUNICATIONS Social Media Number of shares
EVALUATION Social Media Number of comments
This is a select list of metrics that may Social Media Number of likes be helpful to evaluate the reach of Social Media Number of impressions communications campaigns. Please note this Media coverage Number of hits list is not exhaustive. Media coverage Number of readers or listeners
Media coverage Equivalent of advertising spend
E-newsletter Number of opens
E-newsletter Number of click-throughs E-newsletter Audience reached by email and partner networks Partnership Ambassadors recruited Event or Presentation Attendees at events Website Website hits and dwell time EXAMPLE METRICS Website Number of downloads of campaign assets FOR CAMPAIGN EXAMPLE METRIC 13 IMPACT Adoption of energy efficient measures, or the adoption of renewables Below is a list of examples to illustrate Civic waste reduction and recycling rates metrics that can be used to measure the DRAFT Mobility changes – greater use of mass transit or cycling and walking; electric overall impact of communications campaigns vehicle purchases on climate-related behavioral changes in More meat-free meals being eaten communities. Number of people involved in green conservation activities such as tree planting Number of people taking part in carbon literacy training 13 The C40 Cities Climate Leadership Group. “The C40 Climate Action Planning Communications Toolkit.” 2020: https://bit. Number of people taking sustainability pledges or volunteering ly/30zwFSL
64 CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
FREE PHOTO BANKS14 ORGANIZATION LINK Burst https://burst.shopify.com/ The following websites provide some Canva https://www.canva.com/photos/free/ photographs at no charge that can be used in communications campaigns. Climatevisuals https://climatevisuals.org/ IPCC (Climate Outreach https://www.ipcc.ch/sr15/mulitimedia/photo-library/ collaboration) Pexels https://www.pexels.com/search/climate%20change/
Picjumbo https://picjumbo.com/
Picspree https://picspree.com/es
Pixabay https://pixabay.com/es/
StockSnap.io https://stocksnap.io/
Unsplash https://unsplash.com/
15 FREE VIDEO BANKS ORGANIZATION LINK The following websites provide some Clipstill https://www.clipstill.com/ videos at no charge that can be used in Coverr https://coverr.co/ communications campaigns. Distill https://wedistill.io/
Lifeofvids https://www.lifeofvids.com/
Pexels (video) https://www.pexels.com/search/climate%20change/ PixabayDRAFT (video) https://pixabay.com/es/videos/ Splitshire https://www.splitshire.com/category/video/
Videezy https://es.videezy.com/
Videvo https://www.videvo.net/
14 The C40 Cities Climate Leadership Group. “The C40 Climate Action Planning Communications Toolkit.” 2020: https://bit.ly/30zwFSL 15 Ibid.
65 CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
FREE GRAPHICS ORGANIZATION LINK BANKS16 Absurd illustrations https://absurd.design/ Drawkit https://www.drawkit.io/#browse-now-button The following websites provide graphics and Freebie https://freebiesupply.com/ other illustrated resources at no charge that Freepik https://www.freepik.es/ can be used in communications campaigns. Flaticon https://www.flaticon.com/
Humaans https://www.humaaans.com/
Iradesign https://iradesign.io/
Manypixels https://www.manypixels.co/gallery
NonScandinavia http://www.nonscandinavia.com/
Ouch! https://icons8.com/illustrations
The Noun Project https://thenounproject.com/
Vivid https://webkul.github.io/vivid/
DRAFT
16 The C40 Cities Climate Leadership Group. “The C40 Climate Action Planning Communications Toolkit.” 2020: https://bit.ly/30zwFSL
66 CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK
EDUCATIONAL EFFORT INTENDED AUDIENCE ISSUE AREA RESOURCES 350MA Advocacy Group General public Green New Deal, Environmental justice After Ice app General public Sea level rise The following educational Blue Line Project General public Sea level rise resources were identified Climate Prep Week: (CREW) General public Food systems by members of the Communications Stakeholder Climate Resilience Hubs (CREW) Community leaders Community Engagement Working Group. Expedition BLUE General public Blue economy Food Forest Initiative General public Food security/sovereignty, Environmental stewardship Google Earth General public General - climate-related issues
Library Services and Technology Act Intergenerational General - climate-related issues Grant Mass Audubon Summits/Resources Youth and others Youth Climate Leadership Program
Massachusetts Climate Education Educators, students General - climate-related issues Organization (MCEO) MEES Conference 2021 Educators General - climate-related issues
National Network for Ocean and Climate communicators Ocean impacts Climate Change Interpretation (NNOCCI) NOAA Digital Coast Community leaders Coastal impacts
NY Times General public General - climate-related issues
Pachamama Alliance General public General - climate-related issues, Environmental justice Resilient Roots Cape Cod General public Food security/sovereignty, DRAFT Environmental stewardship Roger Williams University Fact Sheets General public General - climate-related issues
Waquoit Bay National Estuarine Educators Carbon sequestration, Wetlands Research Reserve - Bringing Wetlands to Market Waquoit Bay National Estuarine Educators Water impacts Research Reserve Education Programs Yale E360 General public Sea level rise
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DRAFT 2021 CAPE COD CLIMATE ACTION PLAN COMMUNICATIONS FRAMEWORK APRIL 2021 DRAFT DRAFT
P.O. Box 226 (3225 Main Street), Barnstable, Massachusetts 02630 Phone: 508-362-3828 Email: [email protected] www.capecodcommission.org