making rivers relevant
TRANSCRIPT
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Making Rivers Relevant
Reaching Out to Non-Traditional Audiences
Eric Eckl, May 13, 2008
Today’s Presentation
• Us and Them• Their participation• Their knowledge• Their channels• What to do about it• Success story!
Us
Them
Education
Source: U.S. Census
Race
2000 2050
Source: U.S. Census
TheirParticipation
“Several Times Per Month”
Source: Outdoor Recreation in America, Roper Starch
“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
TheirKnowledge
“Watershed”
Photo: Flickr, Fernando Dall D’aqua
“Watershed” by Education
“Watershed” by Race
“Watershed” by Gender
Changing Channels
Ending: The Era of Mass Media
Beginning: The Era of Nonpoint Source
Information
Where they get their information
Media Choices are Exploding
Two Trendwatchers
Recent Trends in News Consumption
Pew Research Center: Trends 2005
“Watched TV news yesterday”
“Read newspaper yesterday”
“Listened to radio news yesterday”
“Read a news magazine yesterday”
At the same news consumption falls…
Roper Starch: Americans' Low "Energy IQ:" A Risk to Our Energy Future, 2002
“Water pollution laws do not go far enough”
“Environmental laws do not go far enough”
“Endangered species laws do not go far enough”
“Wetlands laws do not go far enough”
Ready to make Ready to make the leap?the leap?
Photo: National Park Service Rivers and Trails Conservation Assistance
Three Challenges
• They aren’t doing it• They don’t understand us
• They hearing from us less and less often
Right Story
Group ActivitiesPhoto: National Park Service Rivers and Trails Conservation Assistance
Right Story
Family ActivitiesPhoto: U.S. Army Corps of Engineers
Wrong Story!
SolitudePhoto: U.S Natural Resources Conservation Service
Words That Work
• Family• Together• Nature• Safe• Wildlife• Healthy
Photo: National Park Service Rivers and Trails Conservation Assistance
Words That Don’t• Watershed• Instream Flow• Solitude• Wilderness• Hydrograph• W&S• USFS• NPS• USFWS
Photo: U.S. Army Corps of Engineers
Right Channel
• Word of mouth• Online social
networks• Word of mouth
Photo: National Park Service Rivers and Trails Conservation Assistance
Wrong Channel
Success Story
Photo: National Park Service Rivers and Trails Conservation Assistance