Community and public support are essential to the success of conservation and resource management programs. Often, the level of support received depends on whether or not the goals and importance of the program have been clearly explained to the public, the press, or policymakers. Without good communication, even the best programs are liable to fail.Communication Skills for Conservation Professionals provides in-depth guidance on achieving conservation goals through better communications. It introduces communication approaches -- marketing and mass media, citizen participation, public information, environmental interpretation, and conservation education activities -- and offers scores of real-world examples and straightforward advice that will help conservationists develop the the skills they need to communicate effectively. Following an introductory chapter that provides an overview of the communication process, the book: describes research techniques for gathering background information and targeting audiences outlines the steps involved in developing a communications campaign explains how to use mass media-from giving interviews to writing news releases and holding press conferences provides examples for developing interpretive media for conservation explores long-term conservation education strategies presents program evaluation techniques to determine the level of success achieved, or to identify steps for improvement Throughout, the author presents a rich storehouse of examples, guidelines, and planning tools for all kinds of communication challenges. Strategies and materials that have been used by organizations across the country -- from the U.S. Fish and Wildlife Service to The Nature Conservancy, from Adirondack Park to Yellowstone National Park -- are featured, providing both inspiration and support for others involved with similar projects.Communication Skills for Conservation Professionals is a much-needed contribution to the environmental literature that will play a vital role in helping scientists, managers, concerned citizens, and students to more effectively communicate their knowledge and concern about the environment, and to achieve greater professional and community success with their environmental campaigns.
Acknowledgments Introduction
Chapter 1. Communications for Conservation -Why Communicate? -What Is Communication? -Communication Theory -Elements of Communication -The Source -Encoding -The Message and the Medium -Decoding -Receiver -Feedback -Communications Programs -Communications and the Public -Influencing Attitudes -Influencing Behavior -Last Words
Chapter 2. Research for Conservation Communications -Audience Research Goals -Defining Target Audiences -Identifying Audience Knowledge, Interests, and Attitudes Research Methods -Surveys -Group Interviews and Meetings -Observational Techniques -Document Review and Content Analysis -Case Studies -Visual Techniques -Participatory Rural Appraisal -Naturalistic Inquiry -Last Words
Chapter 3. Designing A Public Communications Campaign -Planning -Review Your Organizational Mission -Determine Your Goals -Identify Target Audiences -Define Objectives -Inventory Resources and Constraints -Select Activities and Messages -Implementation -Pilot Test the Activities -Program Operations -Evaluation -Communication Strategies and Actions -Political Activities -Public Information Activities -Promotional Activities -Organizational Activities -Educational and Interpretive Activities -Last Words
Chapter 4. Using Mass Media -Mass Communications -Mass Communications Approaches -Making Your Activities Newsworthy -Cultivating Media Relations -Mass Media Approaches -Interviews with the Press -Advertisements -Public Service Announcements -News Releases -Press Kits, Tip Sheets, and Fact Sheets -Press Conferences -Letters to the Editor -World Wide Web Sites and Electronic Mail -Last Words
Chapter 5. Methods and Materials for Interpreting the Environment -Defining Interpretation -Goals of Interpretation -Interpretive Programs and Characteristics -Making Interpretation Entertaining and Relevant -Organizing Interpretation around Themes -Developing an Interpretation Program -Interpretive Methods -Self-Guided Interpretive Activities -Exhibits -Interpretive Publications -Designing a Brochure -Personal Interpretation -Public Presentations -Tips for Presenting a Slide Show -Using Other Visual Aids -Giving a Guided Walk -Last Words
Chapter 6. Conservation Through Education -Roots of Education for Conservation -Evolution of Environmental Education -Conservation Education Programming -Target Audiences -Designing a Program -Conservation Education in Parks -Field Schools Associated with U.S. Parks -Conservation Education in Communities -Conservation Education for Children -Cognitive and Social Development Theories -Learning Styles and the Learning Environment -Basic Elements of a Program for Children -Moving from Awareness to Action -Conservation Education in Schools -Programs for Adult Learners -Programs for Mixed Audiences -Challenges Facing Conservation Education -Last Words
Chapter 7. Evaluating and Monitoring Program -Success -Why Evaluate? -Internal and External Evaluations -Formative and Summative Evaluations -Types of Information Collected during Evaluations -Planning an Evaluation -The Planning Evaluation -The Process Evaluation -The Product Evaluation -Evaluation Design -Evaluation Techniques -Data Collection for an Evaluation -Tests of Attitudes, Knowledge, Skills, and Behavior -Questionnaires and Surveys -Interviews with Participants -Focus Groups and Other Group Interviews -Observation -Production of Activities and Participant Counts -Content Analysis and Document Review -Case Study -Using Multiple Methods -Reporting and Using Evaluation Results -Effective Use of Evaluation Findings -Last Words
Appendix. -Case Study of Public Communications for The Gray Wolf Reintroduction to Yellowstone National Park -Mission and Campaign Goals -Problem Identification and Audience Targeting -Target Audiences -Appropriate Media, Important Content Areas, and Strategic Messages -Measurable Objectives and Strategic Planning -Implementation Activities -The Public Education Program -The Environmental Impact Study Phase -The Reintroduction Phase -Evaluation Plan -Analysis of Public Communications for Wolf Reintroduction -Achieving the Mission and Goals -Targeting the Audience -Determining Objectives and a Strategy -Measurable Objectives -Strategic Planning -Interagency Cooperation -Implementing Activities -Public Education -The Environmental Impact Statement Process -Media Coverage -Evaluating the Results -Future Needs Notes Index
