1. This presentation is released under a Creative Commons 3.0 license. For more information: http://creativecommons.org/licenses/by-nc-sa/3.0/us/

2. Water Words That Work Make a Splash With Your Communications Eric Eckl 6/17/2008

3. 12,000 Participants!

4. What’s the X Factor? “ Recently bought environmentally friendly products.”

5. What’s the X Factor? “ Reminded others to be environmentally conscious”

6. What’s the X Factor? “ Voted for the candidate with the best environmental record”

7. What’s the X Factor? “ Recently donated to organizations that support environmental causes”

8. Confidence in themselves

9. What’s the X Factor? Group A: “ High Danger, High Efficacy” Group B: “ High Danger, Low Efficacy”

16. It is hard for experts to successfully communicate to non-experts

17. Water is a high priority for Americans Gallup Poll, 2008

18. Water is a high priority for Virginians

19. Water is a high priority for Kentuckians

20. Water Still Tops Global Warming!

21. Challenge #1: Confusion

24. “ Biodiversity”

26. TMDL Impervious surface Hydrograph Nonpoint source pollution And so forth… And so on…

29. “ Watershed” Photo: Flickr, Fernando Dall D’aqua

31. “ Watershed” by Education 3 out of 4 U.S. adults do not have college educations

32. “ Watershed” by Race Minorities will be 50% of the population by 2050

33. “ Watershed” by Gender

34. Who They Trust

35. Where they get their information

36. Challenge #1: Confusion

37. Challenge #2: Diffusion

38. Goodbye: Mass Media Hello:“Nonpoint Source Information”

39. Media Choices are Exploding

41. Source: Advertising Age, February, 2008

42. Two Trendwatchers

43. Recent Trends in News Consumption Pew Research Center: Trends 2005

44. “ Watched TV news yesterday”

45. “ Read newspaper yesterday”

46. “ Listened to radio news yesterday”

47. “ Read a news magazine yesterday”

48. At the same news consumption falls… Roper Starch: Americans' Low "Energy IQ:" A Risk to Our Energy Future, 2002

49. “ Water pollution laws do not go far enough”

50. “ Environmental laws do not go far enough”

51. “ Endangered species laws do not go far enough”

52. “ Wetlands laws do not go far enough”

58. Challenge #2: Diffusion

59. The Old Paradigm Problem Solution

62. The New Paradigm Problem Solution

63. Discussion

64. The Water Words That Work Method

67. Step One: Identify Your Shop Talk

68. A: Polluted Runoff B: Stormwater

69. A: Open Space B: Natural Area

70. A: Recreation B: Family activities

71. A: Watershed management B: Land and water conservation

72. A: Family vacations B: Tourism

73. A: Runaway Development B: Sprawl

74. A: Riparian B: Riverbank

75. A: Clean water B: Water Quality

76. A: Endangered species B: Wildlife

77. ? A: Environmentalist B: Conservationist

78. Step Two: Answer Six Questions (Before they ask them)

80. Primatologists’ Wisdom “ Monkey See, Monkey Do”

81. Monkey See, Monkey Do

82. Monkey See, Monkey Do “ Together, we can save a life”

83. Monkey See, Monkey Do

84. Monkey See, Monkey Do

85. Monkey See, Monkey Do

86. Monkey See?

87. Monkey See?

88. Monkey See?

89. Step Three: Insert the Water Words that Work

94. Take My Side, Not Theirs

95. Step Four: Avoid the Five Pitfalls

99. http://waterwordsthatwork.com