Greenpeace finesses communications resources across multiple functions; positions online as freestanding department
Greenpeace USA's communications are organized into two teams: visual and cause. For most of the department's history, the online team answered to the communications director until the organization split online into its own department "to underscore how important that mode of communicating is," explains David Barre, communications director for Greenpeace USA.
Barre's team continues to work closely with the online department. Media officers are responsible for all communications, including message crafting and media outreach, within one or more issue areas such as coal or forests.
Because Greenpeace's budget does not allow for much paid advertising, the department leverages its resources for all US marketing and ad initiatives as well, such as audience research and polling.
Historically, a visuals department has always been a part of Greenpeace's strategy. "One of the best ways to call attention to environmental destruction around the world is through video and photos," says Barre.
The majority of the team is located in Washington, DC, but there are no official US headquarters; instead, the members are scattered between coasts.