You are here:
The science of Strategic Communication and its utility in natural resource management
Citation:
Harwell, M. The science of Strategic Communication and its utility in natural resource management. National Conference on Ecosystem Restoration 2016, Coral Springs, FL, April 18 - 22, 2016.
Impact/Purpose:
Presentation at conference of natural resource managers and ecosystem restoration practitioners looking for examples of smart communication of science as it informs decision making process. This presentation introduces Strategic Communication principles as we are starting to explore in ecosystem services research in SHC.
Description:
The field of Strategic Communication involves a focused effort to identify, develop, and present multiple types of communication media on a given subject. A Strategic Communication program recognizes the limitations of the most common communication models (primarily "one size fits all" and "presenting everything and letting the audience decide what is important") and specifically focuses on building a communication framework that is composed of three interlinked pillars: (1)Message – Identifying the right content for a given audience and a vehicle; (2) Audience – Identify the right target group for a given message and vehicle; (3)Vehicle – Identifying the right types of media for a given message and audience.In addition to serving as an organizational framework, the physical structure of a Strategic Communication plan also can serve as a way to show an audience where they, the message, and vehicle fit into the larger picture (i.e., "you are here"). This presentation will explore the process of designing a Strategic Communication plan and examine some examples of its utility in natural resources management, ecosystem restoration, adaptive management and structured decision making. Ideally, a strategic communication matrix can be utilized to identify and access the materials of interest for any given activity (i.e., avoids the need to recreate materials or use the wrong materials for the wrong audience). Challenges in implementation will also be explored.