01 / Parent communications framework
Organizational strategy
A developed organizational communications framework connecting published conservation priorities to recurring public communications and a focused recruitment campaign.
Independent hypothetical portfolio project. Not affiliated with, commissioned by, or endorsed by the Florida Department of Environmental Protection.
Organizational context
Working within an established conservation program
This hypothetical framework explores how communications could support Florida DEP’s Coral Reef Conservation Program, with an emphasis on Southeast Florida. The published CRCP Strategic Plan 2020–2025 provides historical organizational context, particularly its Education and Outreach priorities; it is not assumed to remain the approved 2027 plan.
CRCP already has documented research, conservation, educational, stewardship, and citizen-science activities. Public examples include program resources, the Reef Ambassador Initiative, BleachWatch, and a 2024 Southeast Florida Reef Review bulletin. Proposed communications would build on and complement relevant established efforts, not presume a need to replace them.
Priorities informing the strategy
The published 2020–2025 plan identifies three Education and Outreach objectives. These are illustrative communications contributions—not additional official DEP objectives, numerical targets, or an exhaustive list of activities.
Education and awareness
Support public understanding of reef ecosystems, threats, research, and conservation activities.
Partnerships
Support informed communication and engagement with relevant stakeholders and partners.
Citizen science
Explain existing participation opportunities and help relevant audiences understand how they can contribute.
Integrated communications approach
Each proposed campaign or asset identifies a primary organizational purpose and intended audience response. Education, partner engagement, and participation can reinforce that purpose where useful, but additional goals or activities are not included simply to cover every priority. This treats the three objectives as a common foundation rather than isolated communications programs.
From evidence to communications decisions
Documented organizational goals and relevant evidence inform audience choices, intended responses, communications approaches, and how results would be assessed. Specific objectives, messages, channels, and measures are developed within the appropriate workstream or asset plan.
Audience considerations
Potential audiences include reef users, coastal communities, educators, and stakeholder or partner networks. Depending on the initiative, they may be direct audiences, intermediaries, or collaborators. Specific priorities and intended responses should be chosen for each communications purpose rather than imposing one audience hierarchy across all activities.
Connected communications workstreams
The parent framework guides two complementary strategic areas, each developed for this independent portfolio with its own audiences, intended responses, proposed activities and evaluation approach.
Ongoing CRCP communications
Recurring science communication, public education, stakeholder engagement, reef stewardship, and relevant program information.
Explore ↗BleachWatch 2027
A proposed recruitment and training campaign for eligible recreational reef divers, with conditional communications for already-trained observers when conditions warrant.
Explore ↗See the June 2027 integrated editorial calendar ↗ for an applied one-month example of how the two workstreams coordinate.
Coordination, prioritization, and learning
Ongoing communications and focused campaigns would be considered together when planning topics, timing, and distribution. Communications attention could adapt to reef conditions, scientific developments, audience needs, and emerging opportunities. Lessons from each workstream would inform broader planning without merging their distinct objectives and performance measures.
Evidence and implementation boundaries
The approach draws on public program information, relevant science, and audience research. The developed ongoing communications and BleachWatch strategy pages document audience choices, messages, formats, distribution and proposed evaluation approaches. Operational specifics and future content briefs may still require verification. Public sources do not establish DEP’s internal staffing, approvals, resources, or communications performance. No actual DEP coordination, implemented campaign, partner commitment, or achieved result is claimed.