Raising the agenda of environmental issues within a hybrid media landscape: A communication framework for public engagement and impact

Communication strategies that raise the agenda of environmental issues to facilitate media uptake and public participation are vital to address disengaged communities within a complex media landscape. Effective strategies need to acknowledge the reality of hybrid media, public eco-anxiety and information overload. This article presents a new environmental communication and advocacy framework called MAVEN, which is based on action research from campaigns in the Australian context. The five key features of the MAVEN framework are: M: Meta-frames, highlighting overarching, multi-layered concepts; A: Actions and applications, offering scalability; V: Values, relating to Common Cause and strategic news values; E: Evidence and ethos, offering research-led messaging from reputable stakeholders; and N: News media, leading the charge of multiple channels. The communication framework has salience for environmental initiatives seeking media coverage and community engagement.