U.S. Prairie Pothole Joint Venture
Implementation Plan
Appendix E:
Communication Plan
INTRODUCTION
In 1987, the PPJV Board established the Communications Committee and gave the committee the following assignment:
"The Communication Committee plans, develops, conducts, and evaluates a communications/education program for internal and external audiences of the PPJV. The program will include the development of objectives and strategies, target audiences, communication products, and evaluation. The committee promotes the development of networking systems for information and education programs, extension programs, and media and environmental education efforts at the Federal, state and private levels for PPJV communications efforts."
Several basic goals will guide the committee's work with conservation education program development over the next five years:
Develop awareness of the value of natural resources and the complex processes that maintain them. Develop educational messages on threats to the environment and what individuals and organizations can do to better manage and maintain natural resources. Motivate positive action to change and improve environmental management.
Additionally, goals originally developed for the PPJV Communications Plan will continue to guide program development in the next five years:
Generate understanding, involvement, funding, and support among constituents to achieve the goals and objectives of the PPJV and the NAWMP. Educate about wetland values and how best to undertake management and protection efforts. Develop a public wetlands conservation ethic and increase citizen participation in wetlands conservation.
NEW AREAS OF EMPHASIS
Based on experiences and accomplishments to date, the committee has refined its efforts to meet the needs of the PPJV. Future communications activities and products in the PPJV will emphasize the following:
Meeting information needs of customers and clientele. Developing community-based approaches to local issues and problems that can attract dollars and wide-spread support. Identifying opportunities for creating partnerships to enhance management of wildlife habitat. Developing holistic thinking and sound biological data for wetland restoration and habitat management. Encouraging responsible, informed decision making about managing wildlife habitat in the Prairie Pothole Region.
TARGET AUDIENCES
There are many diverse audiences that have shown an interest in, or have supported the PPJV through a variety of methods including financial donations, in-kind services, publicity, political support, and representation. These audiences include corporations and foundations, media, education, county and local governments, national, regional and local conservation groups, and political constituencies.For the purposes of initiating the PPJV communications efforts, primary target audiences were landowners and agricultural groups, the media, and members of private conservation organizations (primarily local) with conservation interests.
As the PPJV communications strategy moves into its second phase, target audiences will be:
Landowners, ranchers, farmers, agricultural and local conservation groups Agencies and organizations that are existing or potential partners in PPJV activities Legislators and Congressional Contacts Educational institutions K-12 and Universities Local and regional media outlets Land use decisionmakers
PROGRAM DEVELOPMENT
Initial efforts of the PPJV communication strategy focused on: (a) developing awareness of the NAWMP; (b) threats to waterfowl and waterfowl habitat; and (c) activities of the PPJV.Efforts also included education, primarily in the form of technical materials for wildlife managers and landowners, and specific educational materials for K-12 educational audiences.
When the Service private lands enhancement program became a reality, communications and educational efforts began to work hand in hand with the program, resulting in several products such as the wetland easement brochure, wildlife extension brochures, wetland restoration videos, and Wildlife Project Idea Book that were produced in response to direct requests from landowners and private lands enhancement specialists.
As the PPJV communications plan moves into the next phase, (a 5-year window), activities and efforts will continue to be developed to address:
needs identified in the private lands enhancement program; needs identified through surveys and communication with target audiences; and perceptions and emerging perspectives that affect the course of wildlife habitat management.
As part of the communications strategy, the "Theme For The Year" will be selected, and products, public events, and information will be developed to reflect that theme:
| 1994 | Year of the Shorebird—Managing Wetlands, Waterfowl, and Shorebirds—A Systems Approach |
| 1995 | Alternative Strategies for Private Landowners To Manage Set Aside Lands |
| 1996 | Managing Ecosystems—The Watershed Approach |
| 1997 | Think Globally, Act Locally—Affecting The Community Involvement Process on Behalf of Wildlife |
| 1998 | Community Conservation Planning—Land Use Decision Making |
RESPONSIBILITIES FOR DISTRIBUTION OF INFORMATION TO ENSURE COMMUNICATIONS
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The Region 6 NAWMP Office and the Communications Committee will be responsible for developing and distributing information and products to all Board members, State Action Group Coordinators, Other Joint Ventures, the NAWMP office, other Service Regional Offices, private lands enhancement coordinators, national and regional political and media contacts where possible, national and regional outdoor and agricultural magazines where possible. |
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Management Board members will be responsible for distributing information and products to their respective organizations and State Action Groups. |
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State Action Group Coordinators will be responsible for developing and distributing information and products to all State Action Group members, local media outlets, political constituencies, agricultural and conservation groups, and Cooperative Extension Coordinators. |
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State Action Group members will be responsible for distributing information and products to their respective organizations and personal contacts in the local community and target audiences. |
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PPJV Flagship Project Coordinators will be responsible for distributing information and products to local landowners, local and regional media, political constituencies, and agricultural and conservation groups. |
All PPJV partners are encouraged to become a member of an information distribution network of some type to ensure as broad a coverage as possible of PPJV information and education materials.
ACCOMPLISHMENT REPORTING
Now that the PPJV is in operation, reporting of accomplishments is an important and required task. The PPJV provides annual accomplishment information to the various accomplishment reports of the NAWMP. The PPJV has produced an Accomplishment Report (1991) in video format and has produced a written report for 1987-1993. The PPJV will hereafter provide a written Accomplishment Report on a 2-year basis.Accomplishment information is critical for budget development and to increase support on behalf of the PPJV and the NAWMP.
The PPJV will use the International Tracking System as a mechanism to track habitat and dollar contributions to the PPJV and the NAWMP.
State Action Group Coordinators, together with Service Private Lands Coordinators and PPJV coordinators, will provide accomplishment information for development of all national and PPJV Accomplishment Reports.
ACTION ITEMS TO BE IMPLEMENTED
- WORKING WITH THE MEDIA
Target: Local and regional media outlets, including press, radio and television Responsible:
State Action Group Coordinators, Board Members, Flagship Project Coordinators, and local project managers will be primarily responsible for local and regional media contact. Actions:
Establish and/or enhance personal contacts on local and regional basis
Ensure press releases, status reports, and general information are provided on regular basis
Invite to become members of State Action Groups
Invite to all special events, dedications, open houses
Invite to special conferences, seminars, tours, and workshops
Look for opportunities to involve the media; highlight local problems being resolved by local solutions
Organize and conduct media tours
- WORKING WITH THE AGRICULTURAL PRESS
Target: Agricultural press and television/radio Responsible: Flagship coordinators, State Action Group Coordinators, and local project managers Actions:
Look for opportunities to collaborate and cooperate. Provide articles and information, fact sheets.
Seek interviews with local outlets (written and radio/television)
Work with County Extension Agents to provide information for weekly columns
- BROCHURES AND PUBLICATIONS
Continue producing "PROGRESS NOTES" and support development and distribution of additional information items including inserts, brochures, news notes and action alerts on items pertinent to the PPJV. Title: Locating and Managing Islands To Enhance Waterfowl Production Target: Managers and landowners Responsible: Communications Committee — Messmer; January 1994 Title: Locating and Managing Peninsulas to Enhance Waterfowl Production Target: Managers and landowners Responsible: Communications Committee — Messmer; November 1994 Title: Progress Notes Target: Internal & External PPJV partners Responsible: Communications Committee — Lively; June & December Title: Partners for Wildlife Calendar Target: Landowners and partners Responsible: Communications Committee — Lively, Messmer; Annually
Title:
Tips and Guidelines On Conducting Partnership Appreciation Events Target: Managers and Sportsman's Organizations
Responsible: Communications Committee — Lively, Messmer, Madsen; FY94 Title: Conservation "Newspapers" Target: Grades 5-8 Responsible: Communications Committee — Lively, Pease; Annually Title:
Predation Management — Status of Predators and Predator Management in the PPJV (Research Data and Tips on Non-lethal Predation Management) Target: Landowners, Sportsman and Wildlife Clubs Responsible: Communications Committee — Messmer; FY95 Title: Shorebird Management On Private Lands, (Accompanies Shorebird Video) Target: Landowners, managers, university classrooms Responsible: Communications Committee & Western Hemisphere Shorebird Reserve Network FY 94/95 Title: The Watershed Approach — What Is It? Why Is It Important? Target: Land use decision makers Responsible: Communications Committee, FY 95 Title: Incorporating Wildlife Concerns Into Land Use Planning Target: Land use decision makers Responsible: Communications Committee, FY 95 Title: Alternatives for Landowners When Set Aside Programs Come To An End Target: Landowners Responsible: Communications Committee, FY 95 Title: Cattail Management — Maximizing Wetland Productivity Target: Landowners Responsible: Communications Committee, FY 95 Title: Minimizing Impacts of Agricultural Practices on Prairie Potholes Target: Landowners Responsible: Communications Committee, FY 95
- VIDEOS AND AUDIO VISUALS
Title: The Shorebird Video — continuing The Shorebird Education Project Target: Landowners, managers, high school and university classrooms Responsible: Communications Committee, Western Hemisphere Shorebird Reserve Network, National Ecology and Research Center, FY 94/95
NOTE: All products/materials produced as part of the PPJV communications strategy will use the following phase as part of the credits or acknowledgement sections: "This -------- has been developed in conjunction with or by the U.S. Prairie Pothole Joint Venture, a component of the North American Waterfowl Management Plan."
- CONFERENCES and PUBLICATIONS
Title:
Planning and Implementing Communications in the PPJV—Article and Presentation at North American Wildlife Management Conference and publication in Wildlife Society Bulletin Target: Conservation Community Responsible: Messmer and Lively, FY 95
- WORKSHOPS AND SEMINARS
Title: Fund Raising and Partnership Enhancement Workshops (Using New Fundraising Manual) Target: Service employees, State Action Group members, local conservation groups Responsible: Communications Committee, RW R6 Challenge Grant Coordinator, Service Office of Training and Education, FY95
- FIELD TOURS AND DEMONSTRATIONS — Experience in the PPJV in the last
several years indicates that field tours and demonstrations are valuable tools
in disseminating educational messages and materials.
State Action Groups, state and Federal agency personnel, private conservation group employees and local partners in PPJV activities are encouraged to use field tours and demonstration seminars on a regular basis.
The following are several focus areas for field tours and demonstrations:
Congressional and Washington Office oriented—including North American Wetlands Council site visits, private lands tours, special invitations to new Federal, state, and private organization personnel Non-governmental oriented—including conservation groups at a regional and national level Landowner technical seminars and demonstration project tours Landowner recognition days
- DEDICATIONS AND OPEN HOUSES — These events have been successfully used
in the PPJV to bring together landowners, agency personnel, private conservation
groups, volunteers, and the media.
Dedications and open houses are encouraged. They increase good working relations with local partners, and stimulate new partnerships at local and regional levels. These are excellent opportunities to invite media participation.
Experience has shown that planning is critical for successful events. Early involvement by all joint venture partners and good publicity are crucial.
- FAIRS, MALLS, SPORTSMAN'S SHOWS — PPJV partner involvement with fairs,
mall shows indicates that these types of events provide visibility, one-to-one
contacts with a great variety of the general public, and are good outlets
for a variety of informational products.
Participation in these events is encouraged where possible. The PPJV Communications Committee will support and provide materials where available. Local project leaders are encouraged to develop exhibits pertinent to their areas.
- CEREMONIES, RECOGNITION AND AWARDS — Recognition of individuals and
organizations that have contributed to the PPJV and who are involved in unique
and creative efforts should be publicly recognized for those efforts. The
PPJV has several awards which may be used to recognize outstanding efforts:
The Professional Award (Ruddy)
Presented to a wildlife professional that has made an outstanding contribution toward furthering the goals of the PPJV and the NAWMP.The Stewardship Award (Mallard)
Presented to a landowner (steward) in each of the PPJV partner states, who has made an outstanding contribution toward restoring, creating, or enhancing wildlife habitat in support of the goals of the PPJV and the NAWMP.Group or Organization Award (Pintail)
Presented to a group or organization which has made an outstanding contribution to further the goals of the PPJV and the NAWMP.Communications Award
Presented to a group or individual that has made an outstanding contribution to further the goals of the PPJV and the NAWMP through communications activities.Nominations must be received by February 1st annually. Award winners will be announced at the Spring meeting of the PPJV Board.
NEW COMMUNICATION TECHNOLOGIES
Use of the "information highway" will become more common as skills and technology bring us closer to the 21st century. The Communications Committee will continue to investigate the use of electronic billboards and E-mail for distributing and downloading information for use by media, agency managers and landowners.
WORKING ACROSS THE BORDERS — SHARING IDEAS WITH CANADA AND MEXICO
The NAWMP is implemented by partnerships of organizations and individuals in Canada, the U.S. and Mexico. For the PPJV, working with Canadian counterparts and sharing information has been traditional since the beginning of the program. The PPJV partners are encouraged to continue these cross-border efforts with our Canadian counterparts, and also look south to Mexico. Mexico's interest in non-game species and the use of the PPJV area by shorebirds and neotropical migrants indicates possible areas for collaboration and information sharing. Indeed, the PPJV Shorebird Education Project provides information to interested groups from Brazil and Uruguay to Australia.The following are several areas where information can be shared internationally:
Progress Notes—add information and special notes (Alberta Accomplishment Report and Western Hemisphere Information). Query Canada/Mexico for information and educational materials being developed—share educational products from PPJV and Canada/Mexico joint ventures. Utilize Waterfowl 2000 and highlight international cooperation efforts. Incorporate cross-border programs and ideas where possible.
EVALUATION
Evaluation continues to be an important element of the PPJV Communications program. Most products and programs have received a general and informal evaluation, including success of distribution, use of materials, comments received, requests for additional materials, and overall cost.All products have been, and will continue to be, targeted to specific audiences. In the case of the Partners For Wildlife Calendar, a specific formal evaluation and survey are currently being carried out.
"Products" continue to be an important element of the PPJV program and our experience indicates that "Progress Notes," the Partners for Wildlife Calendar, the "newspapers," the "Do Your Part" video, the Pesticide training program, and other types of materials that can be used in education and training settings are most often requested.
Informal inquiries have been received from several graduate students regarding a survey and evaluation of the PPJV communications program. To date, no formal agreements have resulted, and the offer remains open.
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