A photo of Green Party campaigners at the party's 2023 local elections launch in Mid Suffolk

My 25 years in communications, spanning corporates, charities, and startups, have equipped me with a robust understanding of strategic communication. Crucially, my experience in various Green Party roles (local party, South East Greens, Kent Greens) means I know how to tailor these strategies specifically for our movement.

My extensive Green Party network, built up over the past 6 years, provides me with direct access to vital data and opportunities nationwide. I also have strong connections with special interest groups including LGBTIQA+ Greens, Muslim Greens, Disabled Greens, Feminist Greens, and Young Greens, reflecting my commitment to inclusion and social cohesion – principles central to my approach.

My comms strategy for the Green Party will focus on three key pillars: Engage, Inspire, Deliver. This will be implemented through a 10-point strategic communications framework designed to capitalise on every opportunity.

1. Vision, Values & Objectives: Our North Star

Every effective comms strategy begins with a clear understanding of our vision, values, and objectives. These provide the essential framework and anchor, ensuring all efforts remain on track. My core goals include growing membership, expanding our volunteer base, and engaging existing members.

2. Audience: Reaching Everyone Who Cares

Our audience is incredibly broad. Beyond engaging current members, we aim to attract new members and even those from other parties who might align with our values. We must thoroughly analyse each demographic, understanding their fears, concerns, hopes, and aspirations to tailor our approach effectively.

3. Stakeholders: Collaborative Communication

Our comms strategy must involve a wide range of stakeholders, including: members, staff, MPs, councillors, the executive, GPRC (Green Party Regional Council), AGC (Association of Green Councillors), committees, and special interest groups. Their valuable contributions and buy-in are crucial for the strategy’s success.

4. Channels: Maximising Our Reach

The channels for reaching our audience are extensive and ever-evolving: TV, radio, podcasts, social media, print media, election literature, advertising, and word-of-mouth. We must remain at the cutting edge of new technologies and platforms to maintain relevance and reach new markets.

5. Messaging: Clear, Direct, and Relevant

The political landscape is shifting, with the rise of fascism and the decline of the two-party system. With the voting age now 16, our messaging needs to adapt. I propose focusing on a handful of key phrases, supported by keywords and statements, that can be consistently used nationally and locally. Our three core messages could be:

  • We are building a fair society.
  • We are actively inclusive.
  • We will protect our planet.

These messages are clear, direct, and embody our foundational commitment to people and planet first.

6. Branding: Authentic and Accessible

Our branding must exude authenticity and authority. People need to be able to relate to us and trust us. I believe that our existing branding is reassuringly strong and sufficiently flexible but our voice needs to resonate with the majority of working-class people so we need to use more colloquial language and be more direct. We should provide templates that simplify content creation, ensuring speed, effectiveness, and consistency across the party.

7. Plan: New Initiatives & Enhanced Resources

My plan involves both new initiatives and strengthening existing ones. This includes a significantly improved suite of digital assets and resources in the membership area, a more robust approach to Action Network management, consistent policy representation, updated literature, and a fully planned calendar of activity for the entire party.

8. Consultation: Ensuring Buy-in and Identifying Gaps

While stakeholders will be engaged throughout, a formal review of the new strategy is essential before rollout. This will ensure complete buy-in and identify any potential gaps that need addressing.

9. Action: Consistent Implementation & Training

Putting this strategy into action requires consistent collaboration with all stakeholders. We’ll identify and address any training needs to ensure smooth and uniform implementation across the party. My extensive network will be invaluable at this stage as it will reduce the time needed to establish new relationships.

10. Measurement & Improvement: Data-Driven Success

It’s vital to set clear measures to test the strategy’s success. We will gather both quantitative and qualitative data to assess outcomes, enabling us to make real-time improvements and optimise our efforts.

This comprehensive approach incorporates all stakeholders and aims to engage people on a deeper level than previously achieved. With a strong and bold new executive, I am confident this new comms strategy can be achieved and implemented rapidly.

As you would expect from a comms specialist, I have profiles on all the usual channels. Find and follow me on: Facebook, LinkedIn, Instagram, X, TikTok, Bluesky, YouTube, and at lauramanston.uk. Please feel free to send me a message if you’d like to provide a quote and photo to endorse me as your preferred candidate for External Comms Coordinator on the Green Party Executive.

Laura Manston is a candidate for the Green Party’s external communications coordinator