Build Symbolic Capital:
The movement needs to gain control over the symbolism and discourse on sustainability education in BC. In order to do this they need to develop a shared set of symbols and discourse frames, and communicate these symbols and frames in a collective and consistent effort in all avenues for communication. This includes in the dominant and alternative media, through cultural events and products, through public participation and political communication and in person through social networks.
1. Organize regular dialogues which encourage visioning and future planning and help movement members continue to articulate a shared discourse
2. Develop a shared definition of the term sustainability and provide this common definition in all communications documents
3. Follow the recommendations of the 2006 and 2009 Sustainability Poll research done by James Hoggan and Associates on how to communicate about sustainability including using vivid imagery, making sustainability personal and practical, avoiding jargon and remaining hopeful and positive.
4. Include the “Ten Principles of Sustainability” produced by participants of the “Why Sustainability Education” event in 2007 in all communications documents. This should be the shared definition of sustainability education.
5. Develop fact sheets and media backgrounders on the “Ten Principles of Sustainability” and the common definition of sustainability created in recommendation #1
6. Develop and share common communication story frames for each priority audience in BC. Communications professionals working for education organizations and those responsible for developing and implementing communications should work with each other across BC to develop consistent frames to promote. This could be done with a common list-serve or through this blog or other social networking tool.
7. Collectively compile an annual success stories compendium which represents examples of what the movement sees as sustainability education