Starting a Weatherization Public Information Campaign
How do I start a Weatherization Public Information Campaign?
Make a commitment
Ensure that you have a firm commitment from your organization's decision-maker to support the PIC and from the person who will be coordinating the PIC. While many PIC activities require only a small amount of time/resources, they do require a firm commitment to be successful.
Inform your organization
Educate everyone in your organization, from the receptionist to the Executive Director, about your PIC plans, even if they are not directly involved in implementing PIC activities. Why? Your receptionist needs to know what to do/say if a reporter calls. Your Executive Director should be prepared to respond to public inquiries, questions from reporters, or overtures from partners.
Identify your target audience
Know who you want to reach with your message and what action you want the audience to take. Are you trying to raise community awareness so that the community knows about the existence of the program? Are you seeking the attention of specific partners? Are you trying to reach new clients? It is critical to identify your audience because this will shape the angle of your message and the medium for communicating your message.
Focus your message
Determine how "Weatherization Works" for your intended audience. Keep it simple. Avoid confusing your audience with multiple details and highly technical language. Your audience wants to know "What's in it for me?" Be sure to answer that question.
Plan one activity
Start with a "manageable bite." Identify a realistic goal for your PIC and launch one implementation activity. Once you have successfully implemented this activity, build on your success and add another. Be sure these components work together to communicate a clear message.
Use your resources
Capitalize on the work already done by others. Network with other Weatherization agencies engaging in PIC activities. Use the materials and statistics provided by the Department of Energy, National Association for State Community Services Programs, National Community Action Foundation, and other stakeholder organizations for guidance and ideas. Local agencies should coordinate their efforts with the state Weatherization agency and share statistics and other information.