Communications Strategy
Owner: Communications Committee
The umbrella document the rest of this phase implements: who the Council is actually trying to reach (beach users, immediate neighbors, longtime drummers and tradition-bearers, accessibility advocates, prospective members and donors, CPD, and elected offices), what core messages it repeats consistently (independent advisory body, not CPD; supports and does not control the beach's existing culture; transparent by choice), which channels carry which messages, who's responsible for each channel, and the accessibility/language commitments that apply across all of it.
Audience-by-audience approach
- Beach users and immediate neighbors. Practical, beach-season information first (facilities, accessibility, stewardship opportunities); Council governance content second. Meet people where they already are โ on-site signage/flyers and word of mouth matter as much as digital channels here.
- Longtime drummers and tradition-bearers. Never the target of a marketing push; a relationship maintained through direct, ongoing conversation per the Cultural Stewardship Protocol (Phase 8, 8-21), not a communications campaign.
- Prospective members, donors, and volunteers. Clear, low-friction calls to action (join, volunteer, donate) paired with visible transparency (published minutes, financial reports) that gives a stranger a reason to trust a brand-new, not-yet-CPD-recognized organization.
- CPD and elected offices. Formal, accurate, and never presumptive of authority the Council doesn't have โ every message to this audience is reviewed against the Independent-PAC Public Disclaimer (9-06) before it goes out.
Message discipline matters more than message volume: the three core messages above (independent, supportive-not-controlling, voluntarily transparent) should be recognizable in nearly everything the Council publishes, the same way a small nonprofit's mission statement should be recognizable in its annual report.
Channel ownership
Each channel has exactly one owning role, so nobody assumes someone else is handling it: the website and this document library (Secretary and Communications Committee jointly, per the Website Governance Policy, 9-10); social media accounts (Communications Committee, per the Social Media Policy, 9-07); email/newsletter (Communications Committee, per 9-13); physical signage and on-site flyers at the beach (Stewardship Committee for beach-condition postings, Communications for everything else); press and media (the designated spokesperson alone, per the Media Relations/Spokesperson Policy, 9-16); and direct, relationship-based contact with drumming tradition-bearers (the Cultural Stewardship liaison named in 8-21, never a general Communications volunteer). A message that needs to go out on more than one channel is coordinated through the Communications Committee so the wording stays consistent across all of them, rather than drifting as each channel owner paraphrases independently.
Crisis communications are activated under a separate, faster-moving process (9-18) rather than run through this Strategy's ordinary planning cadence โ this document governs steady-state communications, not incident response. This Strategy itself is reviewed annually by the Communications Committee alongside the Annual Communications Plan (9-02), and revisited immediately, out of cycle, if Gate 0 resolves (Phase 0) or the Council's name/branding changes, since either event changes what "accurate" messaging actually says.