Water Words Cb Leaders
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Transcript of Water Words Cb Leaders
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This presentation is released under a Creative Commons 3.0 license. For more information:
http://creativecommons.org/licenses/by-nc-sa/3.0/us/
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Water Words That Work Make a Splash With Your Communications
Eric Eckl 7/23/2008
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Water is a high priority for Americans
Gallup Poll, 2008
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Water is a high priority for Virginians
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Water is a high priority for Kentuckians
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Water Still Tops Global Warming!
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Before Lunch
• Good News: Americans care a lot about clean water
• The Action X Factor • Communications Examples: Theirs and Ours • Changing With the Times • The Water Words That Work Method • Q&A
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After Lunch
• Exercises • Q&A
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12,000 Participants!
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What’s the X Factor?
“Recently bought environmentally friendly products.”
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What’s the X Factor?
“Reminded others to be environmentally conscious”
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What’s the X Factor?
“Voted for the candidate with the best environmental record”
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What’s the X Factor?
“Recently donated to organizations that support environmental causes”
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Confidence that the action matters!
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Communications Examples:
Theirs and Ours
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WE make mistakes like this ALL THE TIME!
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“Biodiversity”
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TMDL Impervious surface
Hydrograph Nonpoint source pollution
And so forth… And so on…
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“Watershed”
Photo: Flickr, Fernando Dall D’aqua
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“Watershed” by Education
0%
10%
20%
30%
40%
50%
60%
70%
80%
G.E.D High School Some College B.A, B.S. MBA, Ph.D.
41% 47%
58%
69% 77%
3 out of 4 U.S. adults do not have college educations
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“Watershed” by Race
0%
10%
20%
30%
40%
50%
60%
70%
Black Asian Hispanic White
36%
53% 58%
65%
Minorities will be 50% of the population by 2050
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“Watershed” by Gender
0%
10%
20%
30%
40%
50%
60%
70%
Women Men
36%
64%
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Who They Trust
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Where they get their information
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Changing With The Times
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Goodbye: Mass Media
Hello:“Nonpoint Source Information”
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More And More Choices
Reaching Smaller and Smaller Audiences
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Source: Advertising Age, February, 2008
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Recent Trends in News Consumption
Pew Research Center: Trends 2005
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“Watched TV news yesterday”
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“Read newspaper yesterday”
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“Listened to radio news yesterday”
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“Read a news magazine yesterday”
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At the same news consumption falls…
Roper Starch: Americans' Low "Energy IQ:" A Risk to Our Energy Future, 2002
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“Water pollution laws do not go far enough”
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“Environmental laws do not go far enough”
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“Endangered species laws do not go far enough”
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“Wetlands laws do not go far enough”
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Science News Buzz Politicians
Act
Prob
lem
Solu
tion
The Old Paradigm
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Science Translation Campaign Target
Audience Acts
Prob
lem
Solu
tion
The New Paradigm
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The Water Words
That Work
Method
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The Water Words Method
1. Remove your shop talk 2. Build confidence with show and tell 3. Insert the words that work
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Step One: Identify Your Shop Talk
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A: Polluted Runoff
B: Stormwater
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A: Open Space
B: Natural Area
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A: Recreation
B: Family activities
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A: Watershed management
B: Land and water conservation
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A: Family vacations
B: Tourism
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A: Runaway Development
B: Sprawl
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A: Riparian
B: Riverbank
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A: Clean water
B: Water Quality
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A: Endangered species
B: Wildlife
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A: Environmentalist
B: Conservationist ?
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Step Two: Build Their Confidence with
Show and Tell
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Primatologists’ Wisdom
“Monkey See, Monkey Do”
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Monkey See, Monkey Do
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Monkey See, Monkey Do
“Together, we can save a life”
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Monkey See, Monkey Do
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Monkey See, Monkey Do
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Monkey See?
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Monkey See?
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Monkey See?
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Step Three: Insert the
Water Words that Work
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Give People Confidence
• Give them confidence that they understand you!
• Give them confidence that their actions matter!
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When describing issues
• Nature protection • Pollution control • Enough clean water • Wildlife conservation
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Benefits and Consequences • Future Generations • Healthy • Family & Children • Safe • Trends
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Don’t Just Agree With Me, Do Something!
• You Can Make a Difference
• It affects you
• What you can do
• Working together
• Save Money
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Take My Side, Not Theirs
• Accountability • Corporations (are
bad)/Businesses (are good)
• Choice • Fair • Balance • Planning Ahead
• Responsible • Freedom • Investment • Law
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Takeaways
• Public attitudes are supportive and changing very slowly
• But how everyday citizens learn about the world around them is changing very quickly
• Broad social trends are putting enormous pressure on us to communicate in a clear and compelling manner.
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Takeaways
The Water Words That Work method is a three step process for translating scientific
and legal documentation into action language for everyday citizens.
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