Communicating About Conservation Values

Land trusts and conservationists gathered last week in Virginia to work on communications and messaging strategies for talking about land protection. Participants explored a narrative around which unified and tailored messaging can be built, learned the formula for effective messaging, and practiced message development.


This was the second in a series of state-wide training sessions designed to facilitate more effective communications supporting land conservation. It was convened by Virginia’s United Land Trusts and organized in collaboration with the Chesapeake Conservation Partnership and Spitfire Strategies. The Partnership engaged Spitfire last fall to develop a coordinated messaging framework that helps all members engage audiences in talking about conservation.


A similar workshop was held for Maryland land trusts and conservationists in January. A third session is scheduled at the Pennsylvania Land Trust Association conference in May. A toolkit for use by all partners is under development.


Thanks to the Agua Fund for supporting the Virginia session, and to the Appalachian Trail Landscape Partnership and the Eastern Shore Land Conservancy for supporting the initiative.