The research on environmental communication (EC) development framework, actually, on development of the whole set of its complementary instruments – environmental information, education, public participation and pro-environmental behaviour as according to the Collaborative and Action Oriented Communication (CAOC) model (Ernsteins, 2016), has been performed at the local governance level and summarizes experiences of managing environmentally sound Latvian municipalities during the last decade. Also a case study was conducted for one specific municipal-lity - Valmiera city municipality, aiming to establish EC system, where CAOC communication model has been purposefully applied when EC specialist position was introduced (2012), and, particularly, since the statutory Municipal Development Program (2014) and the voluntary Environmental Declaration (2015) have been approved by the City Council.