Communication strategy for WRI Brasil's Land Use area

In 2023, WRI Brasil created its Land Use area, which works on the soy and cattle supply chains. The team, made up mostly of researchers, needed clear positions to make decisions faster and speak with confidence about sensitive issues in the deforestation debate. Partnerships with companies had to be communicated without shaking the trust of other partners and civil society.

We started by listening. Briefing meetings, a review of internal documents and interviews with the team laid the groundwork for the assessment and the area's positioning matrix: the purpose of its communication, what sets it apart, and its audiences, from the agricultural sector to government, academia and NGOs.

In stages approved by the client, we delivered a key messages document, with short sentences for readers who don't master the technical subject, guidance on what to highlight and what to avoid, and answers on controversial topics. Then came three narrative texts for the website, organized into context, approach and message.

Finally, the communication strategy, with risk analysis, guidance for engaging each audience, actions for 2025, such as media training for the experts and a routine of op-eds signed by researchers, and a template of tough questions for spokespeople. The messages and the strategy were also delivered in English.

WRI Brasil received the area's key messages and communication strategy, in Portuguese and English, with risk analysis, guidance for each audience and a template of tough questions for spokespeople. Together, they help align the internal team and guide public communication on soy and cattle.