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HOW TO BE AN ACTIVIST
How to be an Activist There is no formal school for activists. No university degree qualifies the graduate to practice grassroots organizing. Environmental activists, like many other practitioners of social change, come in all shapes and sizes, from all walks of life, and even from all political parties. And all of us learn from experience. On the other hand, we should be able to benefit from the experience of others. Unfortunately, more often than not, people suddenly find themselves in a situation that requires a certain moral heroism. They had not planned to become activists. Environmental problems themselves create activists. When a toxic landfill threatens the neighbourhood, local lawyers may volunteer to do some legal work, scientists may offer volunteer help and the community of concerned parents suddenly find themselves wondering how to write a press release, circulate petitions, and, even conduct a sit-in in a politician’s office. By the time they are in the thick of a campaign, it is hard to know where to turn for help and advice. The reality of ordinary people picking up the gauntlet and becoming politically active is largely unknown to the as-yet uninitiated public. By the time the small neighbourhood citizens group gets its issue before the public, its members are already being labeled as “environmentalists”. From that point on, their true identity is lost as surely as Clark Kent’s when he emerges as Superman. The media labeling process does society a disservice. It cuts off “activists” and “environmentalists” from “normal” people. The general public, as demonstrated by numerous polls, supports the principles of environmental protection and restoration, but usually they believe it is for some other category of people, called “environmentalists”, to do the work they support. When an environmental group is described as a “special interest” group, there is a blurring between those who protect “special” interests, usually of a financial nature, and those who work on a volunteer basis, usually at personal sacrifice and expense, to pursue a cause in the public good. The reality
of activism, for the environment or any other cause, is
that democracy is at work. Citizens are exercising
democratic rights. Rather than being the exception to the
rule, for democracy to thrive, all citizens should be
activists. A Few Rules of Thumb Recognizing
that environmental activism is a democratic right, it is
important to have a few rules of thumb to encourage the
neophyte.
In local organizing, one of the first things you’ll probably want to do is form a group. Don’t re-invent the wheel. Look around. Is there an existing group, with goals similar to your own, that would accept your group as a working committee, or affiliated chapter? If you can avoid going through the incorporation process and the charitable number ordeal by joining an existing group (and co-opting them to your issue in the process), why not try? If you are organizing your own group, try not to get bogged down in by-laws. Stick to the essentials. If you want to change a decision at City Council in three months, you won’t have time for Robert’s Rules of Order. In order not to lose momentum, and volunteers, make the meetings fun by including some social activity. Plan a pot luck supper first and then work through the agenda efficiently. Folk singer and environmental activist Pete Seeger organized a very successful campaign to clean up the Hudson River. He advised, “Don’t have meetings that only attract the kind of people who like going to meetings.” Be sure to assign tasks as you make decisions. If someone suggests something new, don’t reject it just because everyone who is heavily involved is already too busy. Say “What a great idea! Will you take that on?” Delegate! Pick
achievable goals. Positive reinforcement is important. So
deciding to make your goal “achieving world
peace” or “ending hunger” will likely
result in burn-out and disillusionment. On the other
hand, making your goal to get 10,000 names on a petition
to do either of the above is do-able and will have a
positive reinforcing impact - you’ll gain strength
and enthusiasm for the next goal. How to get your message in the news media It is a fact of life that environmental groups don’t have money. Some projects may qualify for government grants, but they are usually the “safe” kind. Planting trees. Picking up litter. While such projects are undoubtedly worthwhile, they are not going to change the world. Trying to reduce dependency on environmentally damaging and non-sustainable energy sources (like fossil fuels, large scale hydro and nuclear power) fundamentally challenges the status quo. So does trying to end the use of toxic pesticides for cosmetic purposes. If you are working on issues like these, it is hard to obtain the kind of money it takes to gain public (and political) attention through advertising. The mainstay of your information and awareness campaign is going to be the news media. Hence, the environmental movement and the news media have an awkward and symbiotic relationship: they need us for stories, and the environmental movement certainly needs them. But environmentalists get frustrated with the superficiality of news coverage of issues that threaten planetary survival, and the news media get sick of hearing what they often regard as predictable whining from the greens. So how can you, with little or no media experience, be expected to break through to reasonably accurate coverage of your concerns? First, you should understand a few things about the news media.. Noam Chomsky’s analysis (“Manufacturing Consent”) notwithstanding, you can get your issue in the public eye. It helps if you are able to see the story from the reporter’s point of view. There are very few newspapers or electronic networks with a full time environmental reporter. You are trying to get a reporter, who has to cover everything from tax hikes to crime on the street, interested in your story. There are no Woodwards and Bernsteins. Calling and telling them there’s a big story out there if they do some really good investigative reporting will get your message consigned to the waste basket, (or, in an environmentally aware newsroom, the recycling bin.) If you want a reporter to cover your story, you have to do all their work for them. Think it through. Where’s the angle? “A local group of environmentalists are organizing to save the environment” is hardly an earth shattering story. Remember the old adage, “Dog bites man” is not a story. “Man bites dog” is. Tie your issue to other political events, like elections or previous campaign promises. What are the financial issues? Is taxpayers’ money being wasted? Are jobs being lost? Are the environmental alternatives better for the economy? (They usually are.) Make it interesting to someone who doesn’t give a hydro-electric dam. Fill in the “5 W’s” : Who, What, When, Where and Why. Make sure all your facts are absolutely accurate. Write your own press release. It should read like a news story, not like your group’s manifesto. Put in quotes from group representatives. Be sure to include phone numbers so that reporters can call you to get more details and re-work your press release into their own story. |
| SAMPLE
PRESS RELEASE PRESS RELEASE (Your logo
appears here) Headline in Boldface Appears at Top DATE:
Put the date on which you want the story to be released,
or put the words “For immediate release: at the
beginning of your release. - 30 - (It is a
convention of news releases that they end with “- 30
-”. It tells reporters that the text has ended.) |
| Send your
release to ensure it reaches the media before or on your
release date. If you are far from a media centre, you can
fax your release, or phone it in to the closest office of
the Canadian Press (CP). CP is a wire service. If it puts
your story on their service, it will automatically reach
television, radio and newspaper newsrooms. It is then the
decision of the news director in each outlet whether to
use your story. I used to send releases from a town of 45
people in Cape Breton Island down to CP in Halifax,
phoning it in right before I went to sleep to get low
phone rates. I can remember how astonishing it was to
wake up in the morning and hear my release on the radio. Beyond press
releases, you may want to hold a press conference.
Don’t do it unless you have a really good story, or
can bring in an acknowledged expert who won’t be
available as a matter of course. Hold press conferences
somewhere familiar to the media. Make it convenient. Try
to avoid having to spend money to rent space. Is there a
good community centre close to the downtown? Can you get
the help of someone in City Council to use City Hall or
the Regional Government Centre? A SHOPPING LIST OF CAMPAIGN TACTICS The following are tried and true. It is a good idea to try something fairly straightforward initially, with minimum risk of failure. 1) Letter writing campaigns Politicians really do pay attention to their mail! Especially the volume of mail. As letters mount up on an issue, it will achieve greater importance. At the national level, one letter is considered to represent thousands of people’s opinions. The ratio declines as you move down the government hierarchy, but at the municipal level, fewer people write, so the letters still have clout. Your letter does not have to be typed. Handwriting is fine. So is word processing. The key is that your letter is original and not recognizable as a pre-printed message. ALWAYS SIGN YOUR LETTERS. Include your address for their response. Your letter does not have to be technical. You do not have to know everything about an issue to write and express your opinion. It does have to be clear. State explicitly what you want the politician to do. Include a specific question requesting his or her response. If the response misses the point or is inadequate, write again. Remember, at the level of federal and provincial ministers, a staff person in the bureaucracy writes the response. The minister may not even see your letter. Why persist? Because as the number of letters add up, the issue is given greater importance. Sometimes you are even able to educate the bureaucracy, or alert the minister to the fact that the staff has him or her signing inaccurate letters. (My brother in Nova Scotia actually called a Minister at home once to say that he didn’t want to attack the Minister in the press over a particularly lame response to a letter. He gave the Minister a chance by asking him if he knew that the letter prepared by his bureaucrats included misleading information. The Minister didn’t know and was grateful for the call.) 2) Letters to the Editor Did you know that the letters section is the most read section of any newspaper? Not only do people in your community read the letters, government officials have clipping services that reprint the ones dealing with their area. The federal minister of the environment sees clippings from coast to coast, including letters to the editor, every day. Letters should be short, direct and well written. Of course, they should be accurate and educate readers about your issue. Watch for opportunities to respond to articles that have been in the paper. 3) Call-in radio & tv shows There are opportunities for free access to the airwaves. Listen to a show a few times before you call in. Get a sense of the host so you won’t be surprised if they disagree with you. It is easy, anonymous and can get your message to lots of people. 4) Petition campaigns The U.S. Declaration of Independence was sort-of a petition. Less than fifty people signed it and the rest is history. Petitions are an excellent first step for new groups. They are tools for public education. The preamble should set out clearly what the issue is and all the reasons for your concern. (Remember the “WHEREAS’s!) They also force you to know clearly what you want from the government. If you want the municipal council to ban pesticide spraying on all public and private lands, say so. If you want them to maintain a handful of pesticide-free parks, say so. But don’t leave a petition hanging with just a general, “we are against pesticides” statement. Petitions can be circulated door to door, left with sympathetic local merchants, or you can set up a table in the local mall (although this usually has to be arranged fairly far ahead.) If you are trying to solicit support in a public venue like a mall, don’t be shy! Smile and ask people as they come by if they are interested in the environment. If they avert their eyes and walk away, so be it. Leave them alone and KEEP SMILING! Set a goal. Know when you are done and make a big deal out of presenting the petition. Get a sympathetic politician to accept it from you and alert the media. 5) Fundraising Wait a minute. Isn’t this a shopping list of campaign tools? Well, yes. But good grassroots fundraising is not only a way of raising money, it is a way of raising awareness. (And it also deals with that unspoken question of the uninitiated public, “where do those people get their donations?”) Grassroots fundraising should involve lots of people as volunteers. Try to get local donations of supplies, advertising, prizes or whatever from local merchants (and of course give them public credit and thanks). What kinds
of things are grassroots fundraisers? Here’s a
sample list. But it’s not exhaustive. You can build
on these ideas, but better still, come up with your own.
How to lobby Whether you’re working to change a policy at City Hall or the federal cabinet, you’ll probably want to sit down and meet with a few of the people who’ll be making that decision. The rules of thumb are the same, regardless of how elevated the politician or bureaucrat is. (and, yes, you do have to lobby bureaucrats). As recommended in the “Rules of Thumb” at the beginning of this document: Be unfailingly polite, persistent, network, leave no stone unturned. Experienced fundraisers say you can reach anyone in the world with only two phone calls. Considering that a radio station in Montreal got through to the Queen of England, who can doubt this is true?! So remember, you may not know the Minister or Mayor now, but there is no reason you can’t get to know them. Don’t be intimidated. Once you have a thorough knowledge of your issue and have done your homework, there’s no reason you can’t go to meet key people and put forward your case in person. Preparing for the meeting It is an excellent idea to reduce your key points to a one-page document you can leave with the decision-maker. It’s always easier to write a long document than a short concise one, but the effort to boil down your case is well worth it. Busy people (and the more powerful they are, the busier they are) will never read more than a page. Think through ahead of time what it is you want the decision-maker to do. I know of environmentalists who’ve gone to see very powerful politicians, laid out their case, and prepared for questions on the merits of their argument, only to be completely unprepared for the person agreeing with them and asking the obvious question: “What do you want me to do about this?” If the person you’re seeing is in Cabinet, for example, but not the Minister who actually makes the decision, think through exactly what you want. What is the most strategic thing this person can do to advance your case? Is it to speak quietly to someone, to issue a public statement or to introduce you to someone else so you can explain the issue to them? Your one page note should end with a very specific request. You should also prepare for the personal side of the visit. If nothing else, you will have advanced your cause if the politician is left with a favourable impression - if you’ve started the process of building a relationship. So, do a little research about the person you’ll be meeting. When was she elected to government? Where did he go to university? If hunting and fishing are known to be favourite past-times, build on that to create environmental awareness. Ideally, you’ll find you know someone in common, or that you’ve gone to the same school, or that she was in school with your dad. Be especially sure to research any previous good deeds for the environment. The best way to start any meeting is to thank the politician for something they accomplished in the past. Even if it was twenty years ago, they’ll feel great to know someone still remembers. And you’ll have them remembering that these issues are (or were) important to them. Don’t ignore the small talk. It may be the best part of your meeting. If you are going as part of a group, think through how many of you should go. As a general rule, it is a poor idea to have more than three or four people go in to meet with politicians. It is increasingly intimidating for them, and unwieldy as the meeting size grows. Be strategic. If possible do not go to a meeting in a group larger than two or three. Be sure to tell the scheduling person you are dealing with the size of your delegation and the names of the people coming with you. Plan ahead who will cover which points. The Meeting Dressing for the meeting is unfortunately something that should be mentioned. Although there is no question that your value as an individual has nothing to do with how you look, you’ll be more likely to reach a decision-maker if you are dressed in a way to which they are accustomed. Business suits go over better than jeans and sandals. I only wear make-up for media and lobbying. I call it war paint. (As my sister-in-law says, “A girl’s gotta do, what a girl’s gotta do.”) If you haven’t had time to research this person’s background, you can still look for clues around their office. Diplomas, photos, plaques. Find some way to have a more personal chat at some point in the meeting. Most people love talking about themselves. It puts them at ease. A nervous and impatient person is not easy to influence. And, of course, you may find something that creates some common denominators in your lives. Many people have a one dimensional image of environmentalists. Somehow they don’t think we have real lives, children, jobs, other interests. Breaking down the stereotypes is a significant part of your task. Once you’ve had a bit of small talk, move quickly into the main agenda. Be courteous. Show an awareness that this person is probably very busy. Ask at the outset how much time the person has until their next appointment, bearing in mind that meetings often start late and keep backing up. Do not take up more time than has been allotted. Present
your case clearly and calmly. Give the decision maker
your one-page note so they can follow along. Provide any
more detailed papers you would like to leave as well. If
your issue has a visual element, bring photos. Be sure to
ask if the person has any questions. If you don’t
know the answer to something, don’t bluff! Make a
note and promise to get the information. And, then,
remember to get it and send it to the decision- maker
quickly, the next day if possible. Remember to ask
clearly for what you want. And thank them, first,
verbally, and then after with a thank you letter which
reminds them graciously of any follow-up they offered to
do. October
1996 Politicians are still just people. They are mostly honest, mostly over-worked, and often wrong. If you can help them to do the right thing, why not try?
The Sierra Club of Canada is dedicated to developing a diverse, well-trained grassroots network working to protect the integrity of our global ecosystems. In pursuit
of this goal, the Sierra Club of Canada holds Activist
Training Workshops. If you or your local group would like
to attend or arrange such a workshop, contact the
National Office. For more information please contact: Sierra Club
of Canada National Office Copyright Sierra Club of Canada (used by permission) This document might also be available at: www.sierraclub.ca/national/activist.html |
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