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The Science of Strategic Communication
Citation:
Harwell, M., J. Molleda, AND C. Jackson. The Science of Strategic Communication. Greater Everglades Ecosystem Restoration 2017 conference, Coral Springs, FL, April 17 - 20, 2017.
Impact/Purpose:
This presentation provides an introduction to the field of strategic communication and presents a generalizable framework for use in the natural sciences. The presentation also gives an example of a communication implementation matrix, a tool for capturing information in a strategic communication plan, using an ecosystem services draft example. This presentation was the first of a series in a special session organized by the lead author. Other presenters include the National Academies and the Executive Director of the US Department of Interior's South Florida Ecosystem Restoration Task Force.
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 explores the tenets of Strategic Communication and its use in natural resources management as it relates to advancing restoration activities in the Greater Everglades. This presentation is aimed at restoration practitioners and decision makers.