Whether you are managing wetlands, protecting endangered species, or restoring ecosystems, you need to be able to communicate effectively in order to solve conservation and resource management problems. Communication Skills for Conservation Professionals can help you do just that' it is a practical and inspiring book that provides user-friendly guidance on achieving conservation goals through effective communication.
Following introductory chapters that draw on research from communication, psychology, sociology, and education to highlight elements critical for effective communication, the book describes how to gather background information and target audiences, explains how public relations can influence attitudes and behaviors, and outlines how to design and conduct a communications campaign. In addition, it provides step-by-step guidance for using print, broadcast, and electronic mass media; demonstrates methods for developing public talks, interpretive brochures, exhibits, and trails; and explores long-term conservation education strategies for students and adults.
This second edition of a widely praised book, originally published in 1999, includes new material on working with stakeholders, volunteers, and other groups to multiply conservation success. It also expands on the use of electronic media with examples of conservation Web pages, blogs, e-newsletters, and other new media. The book' s citations have been updated to include a host of Web sites and other electronic sources useful for planning and implementing communication programs.
Communication Skills for Conservation Professionals is a valuable addition to the conservationist' s toolbox that will help scientists, managers, concerned citizens, and students communicate more effectively.
Acknowledgments Introduction
Chapter 1. Communications for Conservation - Why Communicate? - What Is Communication? - Communications Programs - Last Words
Chapter 2. Influencing Public Attitutes and Behaviors - Unerstanding Attitudues and Motivations - Influencing Behavior - Last Words
Chapter 3. Designing a Public Communications Program - Planning - Implementation - Evaluation - Last Words
Chapter 4. Researching Audiences Using Quantitative Approaches - Audience Research Goals - Research Methods - Last Words
Chapter 5. Audiences Research Using Qualitative Approaches - Group Interviews and Meetings - Focus Groups - Public Meetings - Brainstorming - Nominal Group Technique - Delphi Technique - Improved Nominal Group Technique - Qualitative Observation Techniques - Professional Judgement - Case Studies - Visual Techniques - Participatory Rual Appraisal - Naturalistic Inquiry - Last Words
Chapter 6. Communication Strategies and Actions - Political Activities - Public Information Activities - Promotional Activities - Organizational and Group Activities - Educational and Interpretive Activities - Last Words
Chapter 7. Communicating with Groups - Facilitating Group Discussion and Decision-Making Activities - Negotiation and Conflict Resolution Activities - Building Partnerships - Coordinating Volunteer Programs - Planning a Volunteer Program - Recruiting Volunteers - Retaining Volunteers - Rewarding Volunteers - Establishing a New Organization or Group - Holding Conferences and Symposia - Last Words
Chapter 8. Using Mass Media - Mass Communications - Mass Media Approaches - Last Words
Chapter 9. Methods and Materials for Interpreting the Environment - Defining Interpretation - Goals of Interpretation - Interpretive Programs and Characteristics - Developing an Interpretation Program - Interpretive Methods - Personal Interpretation - Public Presentations - Giving a Guided Walk - Last Words
Chapter 10. Conservation through Education - Roots of Education for Conservation - Conservation Education Programming - Conservation Education for Children - Conservation Education in Schools - Programs for Adult Learners - Programs for Mixed Audiences - Conservation Education in Parks - Conservation Education in Communities - Challenges Facing Conservation Education - Last Words
Chapter 11. Evaluating and Monitoring Program Sucess - Why Evaluate? - Internal and External Evaluations - Formative and Summative Evaluations - Types of Information Collected during Evaluations - Planning an Evaluation - Data Collection for an Evaluation - Last Words
Notes Index
"In Communication Skills for Conservation Professionals, Susan Jacobson presents a series of approaches to solving natural resource problems that allow those who were part of the problem to now be part of the solution. Her cookbook of examples should satisfy all who desire to use communications as a tool to improve resource conditions. This is a must-read for natural resource managers."
