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West Virginia Interpretive Guide Heritage Steward Training

The Interpretive Approach to Communication

National Extension Tourism Conference Princeton, NJ August 9, 2017

• Doug Arbogast – WVU Extension Service

• Dr. Dave Smaldone – WVU Recreation, Parks, and

Tourism Resources Program


What Is Interpretation?• “. . .an educational activity which aims to

reveal meanings and relationships through the use of original objects, by firsthand experience, and by illustrative media, rather than simply to communicate factual information" Freeman Tilden, 1957

• "...a mission-based approach to communication aimed at provoking in audiences the discovery of personal meaning and the forging of personal connections with things, places, people, and concepts" Sam Ham, Interpretation - Making a Difference on Purpose, 2013


How Is Interpretation Different From Formal Instruction?

Interpretation

• Interpreters use facts

sparingly, only when

they enhance the

material.

• Interpreters use stories

and props to illustrate

their point.

• Audience will generally

not take notes.

• Attendees are a

noncaptive audience.

Formal Instruction

• Teacher relies on facts

students must memorize.

• Teacher lectures,

writes/illustrates on

a blackboard.

• Students take notes,

knowing they will be

tested.

• Students are a captive

audience.

Commercial Outdoor Recreation TrendsLess adventuresome, more learning and creature comforts

0.00 1.00 2.00 3.00

Zip lines, rope…

Class IV-V…

Horseback riding

Guided fishing…

Guided kayak…

Campgrounds

Guide education…

Hiking and…

Segments with Declining Demand

2.3 2.4 2.5 2.6 2.7 2.8

Retail

Class II-III…

Environmental…

Canoe, kayak rentals

Interpretive trips

Standup-paddle…

Lodging or cabin…

Segments with the Strongest Demand

9 End of Season Annual Survey, America Outdoors Association, 2016.

Presented by David Brown, V.P. of Government Affairs for the American Outdoor Association at The Nature Conservancy Recreation Economies Summit June 12, 2017

West Virginia Interpretive Guide

Heritage Steward Training

This course is designed to give West Virginia guides the knowledge and skills needed to engage visitors in a positive and constructive way with West Virginia resources.

The course provides training on effective interpretation techniques, which will contribute to more effective communication with the visitor.


National Certification Programs• Barriers to participation

– Cost

– Travel

– Time


WV Interpretive Guide Heritage Steward Training

• Low-cost ($50)

• Blended course – in-person and online

• In-person skill assessment


Course Format 2017Introductory Workshop

Prior to beginning the online units, course participants are required to attend a 4 hr. workshop. This workshop will be used to introduce the course instructors, discuss the syllabus, answer any initial questions, and ensure all participants move through the course smoothly.

Online Units

Following the introductory workshop course participants will work through 5 online units at their own pace. The units should take no more than 5 hours to complete. Participants will have approximately 10 weeks to complete the online portion.

In-person workshop

All participants are required to attend an in-person workshop at West Virginia University. The

workshop will consist of a brief introduction and question-and-answer section delivered by course instructors, followed by presentations by each of the course participants. Each participant will deliver a 10-minute interpretive talk, which will have been developed throughout the online portion of the course. Participants will receive feedback immediately after the talk, as well as written feedback from course instructors and other course participants.


Participants• Canopy Tour Guides

• Master Naturalists

• Park volunteers

• Whitewater river guides?

• Mountain bike guides?

• Docents?


Online modulesOffered through WVU Extension Services’ Online Community Learning System (extcommunity.wvu.edu)

Topics covered include:

– Definitions, purpose, and history of interpretation

– Principles and techniques for effective interpretation

– Topic, theme, and sub-theme development

– How to research interpretive topics and apply brainstorming techniques

– How to develop, organize, and deliver effective interpretive talks


4 Qualities of Good InterpretationGood Interpretation:

1. has a theme.

2. is relevant to the audience.

3. is enjoyable to process.

4. is organized for easy processing.

Following these four qualities can help you create a talk that is enjoyable, relatable, easy to understand, and cohesive.


Developing a Theme• Answers the “So What” - the main message

(like the moral of the story)

• Must be a complete sentence (or two) with

a single whole idea.

• Make it specific, relevant & interesting!

• Your theme provides direction for your

program and will help you plan your

presentation.


Linking Tangible Resources to Intangible Meanings and Universal Ideas

• Your theme statement should connect a tangible

resource to a corresponding intangible meaning.

– In this case, bird nests are the tangible resource.

– The intangible meaning could be “how birds make or find

shelter.”

• The theme statement should also relate to a

universal concept.

– In this case, everyone can relate to the need for secure shelter.


Relevancy is key to connections

Relevant Communication— must relate to,

& connect with the audience

Two parts to relevance:

1) Meaningful

2) Personal


Being Meaningful connects info in our brains• make sure info has a context by connecting it

to something already inside your visitors brain

• When something we hear or see doesn’t

connect with anything we already know, it’s

meaningless to us

• fosters INTELLECTUAL CONNECTIONS!


Simple techniques to be MeaningfulBridge the unfamiliar to the familiar with

• examples

• analogies

• contrasts

• similes

• metaphors


Being Personal connects info to our hearts• Any interpretation that does not somehow

relate what is being displayed or described to something within the personality or experience of the visitor will be sterile (Tilden, 1957).

• must connect info to something audience cares about, not just knows about (meaningful)

• highly personal things include ourselves, family, home, health, values, etc.

• fosters EMOTIONAL CONNECTIONS!


Simple techniques to be Personal1) Self-referencing — getting people to think

about themselves & their own experiences as you give them new info

• use personal pronouns, “you”, “we”, “our”

2) Labeling — statement made about a “kind” of person or group of people in relation to some idea, point, or object you are trying to describe

• “Choosy mothers choose Jiff”


Simple techniques to be more Enjoyable• Smile• Use active verbs• Show cause and effect• Link science to stories about people• Exaggerate size• Exaggerate timescale • Use an overriding analogy• Use a contrived situation• Use personification• Focus on an individual


All Talks must be Interactive!• Don’t just talk “at” your audience

• Must involve & engage the audience

actively & passively

(with the resource, each other, & you)


Online Modules

• Each module contains readings from excerpts from

key textbooks on interp., supplemental readings,

and a presentation of key points to guide them in

developing their talk

• Recorded talks are included to provide course

participants with examples.

• Webinars are scheduled to answer questions,

discuss assessments, and provide peer-to-peer

feedback.

Offered through WVU Extension Services’ Online Community Learning System (extcommunity.wvu.edu)


Structuring a Talk/Walk/Guided Tour

• Audiences want to be awakened by your words

and feed on a meaningful flow of ideas.

• Your talk should have the following structure:

– Staging period

– Pow (Intro.)

– Bridge

– Body (the stops or sub-themes)

– Conclusion


In-person Assessment• Guides deliver a 10-minute interpretive talk

(prepared during their online assignments)

• The workshops:

– give guides experience in personal interpretation

– provide a forum for guides to receive feedback

– introduce guides to the interpretive evaluation

process

• Participants receive feedback immediately

after their talk, as well as written feedback

from instructors and participants.


https://youtu.be/x_mjXKsUb1M

https://youtu.be/x_mjXKsUb1M


Thematic interpretation helps everyone!

• Provokes your visitors to think & feel

• Thinking & feeling lead to connections

• Interpretation is an art! It is hard to do

well and requires a lot of practice

• however…anyone can be an interpreter!


3 outcomes of Interpretation• Enhancing experiences

• Facilitating appreciation

• Influencing behavior

“through intepretation, understanding…

through understanding, appreciation…

through appreciation, protection" Freeman Tilden, 1957


RecognitionGuides receive a certificate, pin & badge to

be recognized as a West Virginia Interpretive

Guide Heritage Steward


Retrospective Post-then-Pre Survey Pretest Posttest

Outcome M SD M SD n t df

I can deliver an interpretive talk.

3.00 .78 4.21 .80 14 -5.09* 13

I can list and explain key principles used in effective interpretation.

2.21 .97 4.21 .70 14 -8.53* 13

I know specific interpretive techniques to make a talk more enjoyable and relevant.

2.64 1.01 4.57 .65 14 -8.71* 13

I can write an effective theme and subthemes.

2.46 1.27 4.38 .65 13 -4.81* 12

I can tailor a talk to meet the needs of an audience.

3.36 1.15 4.64 .50 14 -3.99* 13

I can effectively organize an interpretive talk.

2.71 1.07 4.50 .76 14 -5.34* 13

*=p<.01; Measured on a 5-point scale from 1=”not at all competent” to 5=”extremely competent”


Learning Outcomes• Open-ended question was used to assess

the most important thing they learned.

• Responses were categorized, and the

most frequently mentioned included:

– how to develop a theme and subthemes (3)

– the core principles of interpretation (3)

– how to organize a talk (2)

– time management (2)


Challenges• Cost increase to $100-150 for NAI

certification

• Instructor time

• Industry buy-in


References• Interpretation: Making a Difference on Purpose

by Sam H. Ham

• Conducting Meaningful Interpretation - A Field Guide for Success by Carolyn Widner Ward and

Alan E. Wilkinson

• The Interpreter's Guidebook - Techniques for Programs and Presentations by Kathleen Regnier,

Michael Gross, and Ron Zimmerman

• Communication Skills for Conservation Professionals by Susan K. Jacobson

• National Association for Interpretation:

http://www.interpnet.com/

http://www.interpnet.com/

Programs and activities offered by the West Virginia University Extension Service are available

to all persons without regard to race, color, sex, disability, religion, age, veteran status, political

beliefs, sexual orientation, national origin, and marital or family status. Issued in furtherance of

Cooperative Extension work, Acts of May 8 and June 30, 1914, in cooperation with the U.S.

Department of Agriculture. Director, Cooperative Extension Service, West Virginia University

Thank You!


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