What is Grassroots Communication?

When registering to lobby for a file at any level of government, the applicant is asked what type of communications they expect to use. The options range from oral and written, to grassroots.

Oral and written communications are self-evident and do not require explanation. So, what is grassroots communication?

Premised on authenticity and trust, grassroots communications use a targeted approach to connect with a small, defined audience. The market is typically ordinary people in a community or organization versus the leadership of a political party or C-level business executives.

Just as the name suggests, it starts from the ground up. Instead of casting a wide net to the masses, the grassroots approach targets its efforts hyper-locally. The goal is to build deeper relationships through engagement and outreach within a small, defined audience or community. This allows the audience to foster a loyal connection, creating a sense of shared investment in a common mission.

Grassroots communications do not have to be expensive. This approach often utilizes low-budget tactics, focusing on targeted efforts that can use any means, from the use of social media and website to advertisements on billboards and transit posters. Some of the low-cost methods include letters, email, social media pages, phone, or text messages to local public office holders or the targeted business.

Originally coined as guerilla marketing, grassroots communications originated in social and local political movements. Advocates (often volunteers) would go door-to-door or organize community events to raise awareness and drive action. In today’s digital age, grassroots communications employ the use of social media and other digital platforms to achieve similar ends. The focus remains on local-driven marketing fueled by human connections. 

At Daisy Consulting Group, our communications team are experts in creating communications strategies designed to maximize reach and impact. If you are looking to create a powerful communications strategy, incorporating a grassroots approach, contact us for a free consultation.