Communication Skills for Conservation Professionals
480 pages
|
6 x 9
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
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
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