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Water Words That Work WREN2008 Conference

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Water Words That Work WREN2008 Conference

  1. 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. 2. Water Words That Work Make a Splash With Your Communications Eric Eckl 6/17/2008
  3. 3. 12,000 Participants!
  4. 4. What’s the X Factor? “ Recently bought environmentally friendly products.”
  5. 5. What’s the X Factor? “ Reminded others to be environmentally conscious”
  6. 6. What’s the X Factor? “ Voted for the candidate with the best environmental record”
  7. 7. What’s the X Factor? “ Recently donated to organizations that support environmental causes”
  8. 8. Confidence in themselves
  9. 9. What’s the X Factor? Group A: “ High Danger, High Efficacy” Group B: “ High Danger, Low Efficacy”
  10. 10. Today’s Presentation <ul><li>Today: Presentation </li></ul><ul><li>Introductions </li></ul><ul><li>Communications Misfires </li></ul><ul><li>Americans care a lot about clean water </li></ul><ul><li>Challenge #1: Confusion </li></ul><ul><li>Challenge #2: Diffusion </li></ul><ul><li>The Water Words That Work Method </li></ul><ul><li>Q&A </li></ul>
  11. 11. Tomorrow’s Presentation <ul><li>Exercises </li></ul><ul><li>Q&A </li></ul>
  12. 16. It is hard for experts to successfully communicate to non-experts
  13. 17. Water is a high priority for Americans Gallup Poll, 2008
  14. 18. Water is a high priority for Virginians
  15. 19. Water is a high priority for Kentuckians
  16. 20. Water Still Tops Global Warming!
  17. 21. Challenge #1: Confusion
  18. 24. “ Biodiversity”
  19. 26. TMDL Impervious surface Hydrograph Nonpoint source pollution And so forth… And so on…
  20. 29. “ Watershed” Photo: Flickr, Fernando Dall D’aqua
  21. 31. “ Watershed” by Education 3 out of 4 U.S. adults do not have college educations
  22. 32. “ Watershed” by Race Minorities will be 50% of the population by 2050
  23. 33. “ Watershed” by Gender
  24. 34. Who They Trust
  25. 35. Where they get their information
  26. 36. Challenge #1: Confusion
  27. 37. Challenge #2: Diffusion
  28. 38. Goodbye: Mass Media Hello:“Nonpoint Source Information”
  29. 39. Media Choices are Exploding
  30. 41. Source: Advertising Age, February, 2008
  31. 42. Two Trendwatchers
  32. 43. Recent Trends in News Consumption Pew Research Center: Trends 2005
  33. 44. “ Watched TV news yesterday”
  34. 45. “ Read newspaper yesterday”
  35. 46. “ Listened to radio news yesterday”
  36. 47. “ Read a news magazine yesterday”
  37. 48. At the same news consumption falls… Roper Starch: Americans' Low &quot;Energy IQ:&quot; A Risk to Our Energy Future, 2002
  38. 49. “ Water pollution laws do not go far enough”
  39. 50. “ Environmental laws do not go far enough”
  40. 51. “ Endangered species laws do not go far enough”
  41. 52. “ Wetlands laws do not go far enough”
  42. 56. Still Loyal to Traditional News <ul><li>College educated </li></ul><ul><li>Professional </li></ul><ul><li>Over 40 </li></ul><ul><li>Caucasian </li></ul><ul><li>Small town and rural </li></ul><ul><li>Homeowners </li></ul><ul><li>Have children </li></ul><ul><li>Voters </li></ul><ul><li>Active in community </li></ul>Leaders like you still trust and follow traditional news
  43. 57. Abandoning Traditional News <ul><li>Under 40 </li></ul><ul><li>Minorities </li></ul><ul><li>Not college educated </li></ul><ul><li>Urban and suburban </li></ul><ul><li>Renters </li></ul><ul><li>No children </li></ul><ul><li>Not yet active in community </li></ul><ul><li>Not yet regular voters </li></ul>But regular people – and tomorrow’s leaders – do not trust or follow traditional news.
  44. 58. Challenge #2: Diffusion
  45. 59. The Old Paradigm Problem Solution
  46. 60. If you YouTube script says: <ul><li>“ If VDOT doesn’t stop sprawl, all that new impervious surface will cause so much non-point source pollution that it will jeopardize our biodiversity.” </li></ul>
  47. 61. They’ll hear: <ul><li>“ If VDOT doesn’t stop sprawl , all that new impervious surface will cause so much non-point source pollution that it will jeopardize our biodiversity .” </li></ul>
  48. 62. The New Paradigm Problem Solution
  49. 63. Discussion
  50. 64. The Water Words That Work Method
  51. 66. The Water Words “Method” <ul><li>Identify your shop talk </li></ul><ul><li>Answer five questions before they ask them </li></ul><ul><li>Insert the words that work </li></ul><ul><li>Avoid the five pitfalls </li></ul>
  52. 67. Step One: Identify Your Shop Talk
  53. 68. A: Polluted Runoff B: Stormwater
  54. 69. A: Open Space B: Natural Area
  55. 70. A: Recreation B: Family activities
  56. 71. A: Watershed management B: Land and water conservation
  57. 72. A: Family vacations B: Tourism
  58. 73. A: Runaway Development B: Sprawl
  59. 74. A: Riparian B: Riverbank
  60. 75. A: Clean water B: Water Quality
  61. 76. A: Endangered species B: Wildlife
  62. 77. ? A: Environmentalist B: Conservationist
  63. 78. Step Two: Answer Six Questions (Before they ask them)
  64. 79. The Six Questions <ul><li>How does this affect me? </li></ul><ul><li>Who can do something about this? </li></ul><ul><li>What can they do about it? </li></ul><ul><li>When will it be too late? </li></ul><ul><li>Where is everybody else? </li></ul><ul><li>Why should I try to solve this problem instead of something else? </li></ul>
  65. 80. Primatologists’ Wisdom “ Monkey See, Monkey Do”
  66. 81. Monkey See, Monkey Do
  67. 82. Monkey See, Monkey Do “ Together, we can save a life”
  68. 83. Monkey See, Monkey Do
  69. 84. Monkey See, Monkey Do
  70. 85. Monkey See, Monkey Do
  71. 86. Monkey See?
  72. 87. Monkey See?
  73. 88. Monkey See?
  74. 89. Step Three: Insert the Water Words that Work
  75. 90. Give People Confidence <ul><li>Give them confidence that they understand you! </li></ul><ul><li>Give them confidence that their actions matter! </li></ul>
  76. 91. When describing issues <ul><li>Nature protection </li></ul><ul><li>Pollution control </li></ul><ul><li>Enough clean water </li></ul><ul><li>Wildlife conservation </li></ul>
  77. 92. Benefits and Consequences <ul><li>Future Generations </li></ul><ul><li>Healthy </li></ul><ul><li>Family & Children </li></ul><ul><li>Safe </li></ul><ul><li>Trends </li></ul>
  78. 93. Don’t Just Agree With Me, Do Something! <ul><li>You Can Make a Difference </li></ul><ul><li>It affects you </li></ul><ul><li>What you can do </li></ul><ul><li>Working together </li></ul><ul><li>Save Money </li></ul>
  79. 94. Take My Side, Not Theirs
  80. 95. Step Four: Avoid the Five Pitfalls
  81. 96. The Five Pitfalls <ul><li>Baffling them with shop talk </li></ul><ul><li>Rebutting opponents’ claims </li></ul><ul><li>Letting the facts speak for themselves </li></ul><ul><li>Trying to scare people into action </li></ul><ul><li>Using others’ arguments against them </li></ul>
  82. 97. Takeaways <ul><li>Public attitudes are supportive and changing very slowly </li></ul><ul><li>But how we learn about the world around us is changing very quickly </li></ul><ul><li>Broad social trends are putting enormous pressure on us to communicate in a clear and compelling manner. </li></ul>
  83. 98. Takeaways <ul><li>The Water Words That Work method is a four step process for translating scientific and legal documentation into action language for everyday citizens. </li></ul>
  84. 99. http://waterwordsthatwork.com

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