A rooted communications strategy

By Lauren Cook, Founder + Lead Strategist

In the advocacy world, we use the word “grassroots” a lot, and it is the basis of many advocacy campaigns and advocacy structures. The idea is that the work is done on the ground, typically with individuals and groups that represent the folks that care about an issue or are impacted by it. These are not people in positions of power, hence the “roots” reference. So-called powerful individuals, like elected officials, business executives, and community leaders are often referred to as “grasstops.” 

In a typical grassroots advocacy campaign, there will be an effort to organize and galvanize large numbers of people at the ground level to fight for or against an issue. They will do things like make calls, testify before a legislative body, write letters, or march. They are often the most passionate because the issues they are standing up for deeply affect their neighborhoods, families, and lives. 

What is less common, and what Connecting Our Stories offers, is a grassroots approach to developing a communications strategy. The idea, similar to that of grassroots advocacy, is to involve those closest to an organization’s issues to determine how an organization should be telling the stories of those issues and people. 

This is really different from how many marketing plans are developed. Often, strategies come from social media experts, advertising gurus, or “thought leaders” describing the latest trends in convincing and converting target audiences. These are what we consider the “grasstops” of communications, and they lack a connection with the people at the root of the issues social impact organizations are working to address. 

What we prefer, when clients are willing, is to humbly listen to those most impacted by an organization’s work, and begin a communications strategy there. We believe authentic connections with users and interest holders represent the best seeds to grow a powerful and effective communications strategy – one that will not only connect with target audiences, but will inspire action and change.