Strategy
- Increase awareness, understanding, and accessibility of Environmental Initiative, our work, and our partners.
Tactics
- Incorporate posts from partners, board members, organizational leaderships, and community members.
- Integrate blogs into social media and monthly newsletters, event evaluation emails, external newsletters, and fundraising emails, as appropriate.
Specifications
- Title – We recommend 60-70 characters, which is generally between 8-14 words.
- Body – We aim for blogs with a minimum of 600 and a maximum of 1200 words.
- Formatting – Use lists and subheadings, as they can help visually break up larger blocks of text and help with search engine optimization.
How blog posts are written
We write blogs in one of the three following ways. In every case, both Environmental Initiative staff and the author must approve the blog before it is published. Blog authors can work with communications staff to develop messages and get feedback on blog direction. The relevant communications team member should be included in planning from the beginning for any blog post and should always be aware of the expected timeline.
Staff-authored
An Environmental Initiative staff member drafts a blog and sends it to the relevant communications team member to be reviewed and edited. The edited draft is then sent back to the author for final review. There may be further edits made to the draft after this review — the author and communications staff should work together to create a final draft that all parties agree is ready to publish.
Partner/member-authored
An Environmental Initiative partner or member drafts a blog and sends it to the relevant communications team member to be reviewed and edited. The edited draft is then sent back to the author for final review. There may be further edits made to the draft after this review — communications staff will work with the author to create a final draft that all parties agree is ready to publish.
Interview style
A member of the communications team conducts an interview(s) with Environmental Initiative staff, a partner, or a member. Interviews can be either verbal or written, via email, phone call, or video call. The information gathered in the interview(s) will be used by the communications team member to write the first draft of the blog. The draft will be sent to the relevant staff member, partner, or member for review, and the communications team member will work with them to create a final draft that all parties agree is ready to publish.