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Strategic Communication and its Utility in Ecosystem Service Science
Citation:
Harwell, M., C. Jackson, J. Molleda, Ted DeWitt, AND M. Russell. Strategic Communication and its Utility in Ecosystem Service Science. A Community on Ecosystem Services, Jacksonville, FL, December 05 - 09, 2016.
Impact/Purpose:
Abstract for ACES conference
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: message – Identifying the right content for a given audience and a vehicle; audience – Identify the right target group for a given message and vehicle; 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 the field of ecosystem services science. 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.