Communication Strategies
Communication on public policy issues and activities is an important aspect of organizing and coalition building. Use communications systems such as websites, listservs or e-mail lists, telephone trees, etc.. Whatever the status of your communications capabilities, there is always room for improvement and growth. While initially creating a communications infrastructure can be time-consuming, easy access to information will save time and effort later.
Getting started - create lists!
To make communication easier, create lists of individuals with whom you will frequently need to be in contact. Compile all available information, including address, phone and fax numbers, and e-mail addresses. Consider making lists for the following groups:
- LCCR/LCCREF public policy staff
- coalition partners
- media contacts (see chapter five for more information)
- your congressional delegation
Communication networks made easy
Once you have all the necessary contact information at your fingertips, the next step is to establish a communications network - a means of reaching these groups of people with minimal effort. A phone, fax, or e-mail system will cut down on the number of calls, letters, and alerts you have to send.
Electronic mail (e-mail)
E-mail is the easiest, fastest, and least expensive way to receive or send current information and reach large numbers of people. It is vital that you have access to e-mail, and you should also work to ensure that you can send policy information and alerts to other organizations. By establishing a statewide e-mail list or listserv, you will be able to contact every list subscriber by sending a single e-mail.
Listservs
E-mail listservs are the easiest way to facilitate communication among a group of people. While listservs come in many different forms, all have two fundamental functions: storing the e-mail addresses of all subscribers to the mailing list, and automatically delivering messages sent to the listserv address to all list members. Although listservs require a list manager - someone who is responsible for overseeing general operation - they overcome a fundamental barrier faced by simple email lists that rely on copying and pasting lists of e-mail addresses into the “to” or “cc” lines of messages. When the mail list is housed in one person’s e-mail address book, it is difficult for others to access the list, and that one person becomes responsible for facilitating communication.
It is easy to set up your own listserv through free services such as Yahoo groups. To learn more about how to establish your own listserv group, visit Yahoo Groups Help.
Broadcast Fax System
A Broadcast Fax System can also be an effective means of communicating with large numbers of people if they have access to a fax machine. To expand your lists, it’s a good idea to ask coalition partners if they are interested in being included, and to ask them to add you to their e-mail lists.
Helpful hints for e-mail and fax networks:
- Spot check your system to make sure it is working and frequently update your contacts.
- Remind recipients regularly to update you with any changes in their contact information.
Telephone Tree
A telephone tree can be set up to start with one caller and then branch out across the network with each participant calling one other person. Another model uses a limited number of callers, each calling a large number of people such as one page in the directory or 5-10 names from a list. The phone tree system takes more time and is often less effective than e-mail or fax systems, but can still be an important resource. In many cases, you may need to use a combination of e-mail, fax and phone trees to reach members in your state.
Helpful Hints:
- Create a “chain” list with contact names and phone numbers.
- Distribute the list to all members of the network.
- When important information arises, call the first person on the list. Convey the information and the action needed and remind them to call the next person on the list. If you or subsequent callers reach an answering machine or have to leave a message with someone other than the intended network member, call the next number on the list to ensure that the network continues.
- Regularly update contact information.
Be Tech Savvy!
Whether you are a new or a long-time e-mail user, understanding how to more effectively and easily reach others by setting up and participating in e-mail lists, and learning e-mail etiquette will help you get the most out of this invaluable communication tool.
Use the Resources in chapter three of this manual to learn more about e-mail etiquette (netiquette), listserv etiquette, and avoiding pitfalls like hoaxes and viruses.
