Let’s Talk About Power: Messaging That Moves the Needle (and Maybe Even the Mountain)

Let’s talk about power. Not the corporate boardroom kind, but the kind that fuels grassroots social movements—where everyday people contend with systems of injustice and flip the script. Communication in these spaces isn’t just about broadcasting messages; it’s about shifting power dynamics.

1. Contending for Power

Here’s the reality: Every social movement is, at its core, a fight for power. Whether it’s racial justice, climate action, or healthcare reform, these movements aren’t just asking for change—they’re demanding it. Strategic communicators need to ask themselves: How are we contending for power to advance our cause? If your messaging doesn’t engage with that fight for power, then you’re simply describing problems, not solving them.

Power isn’t just about who’s loudest; it’s about who controls the narrative. Make sure your message isn’t just informative—it should be transformational, actively shifting the power from the status quo to the people demanding change.

2. New World Vision: Don’t Just Rebut, Redefine

Let’s be honest: You can’t build a movement by simply reacting to what’s wrong. Movements are about bold visions for a better world. If your communication is a rebuttal to the existing narrative, you’re playing defense. Instead, play offense. Create a new, compelling vision for what’s possible.

For example, think of movements like #BlackLivesMatter—they didn’t just counter the narratives about systemic racism; they defined a new one. Your messaging should be more than a critique—it should inspire and paint a clear picture of the world your movement is striving to create.

3. Transformation Begins with the Storytellers

Here’s the truth: The people closest to the issue should be the ones driving the story. Full stop. Too often, strategic communications are filtered through third-party perspectives that dilute the power of the narrative. In a movement, you need to flip that script.

Real transformation in society requires a transformation in how stories are told. Those directly impacted by the issues should not only have a voice—they should set the agenda. Power dynamics shift when we allow those at the margins to move to the center of the conversation. Your messaging has to model this transformation, showing the world what it looks like to center the voices that have been historically sidelined.

4. Relationships, Relationships, Relationships

Good communication isn’t transactional; it’s relational. Grassroots movements depend on building real, meaningful relationships—not just sharing information. Whether it’s with donors, community members, or other organizations, the strength of your movement is measured by the depth of your relationships.

The success of a movement like #MeToo didn’t come from a viral hashtag alone. It was the relationships, the trust between organizers, survivors, and advocates, that powered it. We move at the speed of trust, and if your movement isn’t building that trust with real engagement, you’re just talking at people, not with them.

5. Cycles of Contention: When You Build Power, So Does the Opposition

Here’s something that can’t be ignored: When movements grow, so does the opposition. You build power, they build resistance—it’s an inevitable cycle. And your communications strategy has to be ready for that.

Take #BlackLivesMatter as an example. When Donald Trump was elected, media coverage and support for the movement dropped. But that didn’t mean the movement disappeared—it adapted. Cycles of contention are normal, and your messaging should be flexible enough to iterate and respond as the opposition evolves. Stay nimble, stay strategic, and always anticipate the next move.

Final Thought: Power, Not Just Words

Social movements teach us that strategic communications are about much more than words—they’re about wielding power. From centering the right voices to building relationships and adapting to cycles of contention, your communications need to do more than inform—they need to empower. Because at the end of the day, if your movement isn’t shifting power, then your messaging isn’t doing its job.

So, are you ready to shift the narrative? To build a movement that not only speaks truth but holds power to account? Let’s start there.

Ready to craft messaging that does more than talk? Let’s start a real conversation. Book a Fit Call with me, and let’s make sure your movement’s words pack the punch they’re meant to. Or, sign up for my newsletter to keep these insights coming, straight to your inbox.

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