Making Rivers Relevant
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Transcript of Making Rivers Relevant
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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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Making Rivers Relevant
Reaching Out to Non-Traditional Audiences
Eric Eckl, May 13, 2008
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Today’s Presentation
• Us and Them• Their participation• Their knowledge• Their channels• What to do about it• Success story!
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Us
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Them
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Education
Source: U.S. Census
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Race
2000 2050
Source: U.S. Census
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TheirParticipation
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“Several Times Per Month”
Source: Outdoor Recreation in America, Roper Starch
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“Activities Per Year”
5.2
3.5
2.3
0
1
2
3
4
5
6
Caucasian Hispanic African American
Source: Outdoor Recreation in America, Roper Starch
Photo: National Park Service Rivers and Trails Conservation Assistance
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TheirKnowledge
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“Watershed”
Photo: Flickr, Fernando Dall D’aqua
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“Watershed” by Education
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“Watershed” by Race
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“Watershed” by Gender
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Changing Channels
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Ending: The Era of Mass Media
Beginning: The Era of Nonpoint Source
Information
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Where they get their information
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Media Choices are Exploding
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Two Trendwatchers
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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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Ready to make Ready to make the leap?the leap?
Photo: National Park Service Rivers and Trails Conservation Assistance
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Three Challenges
• They aren’t doing it• They don’t understand us
• They hearing from us less and less often
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Right Story
Group ActivitiesPhoto: National Park Service Rivers and Trails Conservation Assistance
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Right Story
Family ActivitiesPhoto: U.S. Army Corps of Engineers
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Wrong Story!
SolitudePhoto: U.S Natural Resources Conservation Service
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Words That Work
• Family• Together• Nature• Safe• Wildlife• Healthy
Photo: National Park Service Rivers and Trails Conservation Assistance
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Words That Don’t• Watershed• Instream Flow• Solitude• Wilderness• Hydrograph• W&S• USFS• NPS• USFWS
Photo: U.S. Army Corps of Engineers
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Right Channel
• Word of mouth• Online social
networks• Word of mouth
Photo: National Park Service Rivers and Trails Conservation Assistance
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Wrong Channel
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Success Story
Photo: National Park Service Rivers and Trails Conservation Assistance