the world outside - neiwpccneiwpcc.org/npsconferenceold/2016/presentations/keynote_eckl.pdf · the...
TRANSCRIPT
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The World Outside: What They Say (And Don’t Say) About
Why Your Work Matters To Them
Eric Eckl
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They will never see it the way you see it, but...
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“I’m going to read you a list of
environmental problems. As I read
each list, please tell me if you
personally worry about this
problem a great deal, a fair
amount, only a little, or not at all”
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What Do They Have in Common?
First
ImpressionFirst
Step
Awareness
& Attitude
Change
Big
Step
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Where Do We Go Wrong?
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We Ignore This
First
Impression
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We Confuse These
First
Step
Awareness
& Attitude
Change
Awareness
& Attitude
Change
First
Step
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“Tell me and I'll forget;
Show me and I may remember;
Involve me and I'll understand.”
-- Chinese Proverb
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“Tell me and I'll forget;
Show me and I may remember;
Involve me and I'll understand.”
-- Chinese Proverb
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“They say water is important, doesn’t that mean
they should know who we are?”*
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Southeast
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Nobody KnowsWho We Are!
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Nobody KnowsWho We Are!
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The public says water is important
-- but they don’t say they have
much interest in the inner
workings of our professional
community.
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“They say water is important, shouldn’t
complain less about what we do?” *
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“All We Ever Hear are Complaints”
18% “Not
Satisfied At
All” with
tap water
information
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“All We Ever Hear Are Complaints”
Just 2% “Very
Dissatisfied”
with their
Department of
Natural
Resources
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“All We Ever Hear are Complaints”
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I’m angry about life and I have a computer and a
phone!
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I have an anxiety
condition. And a computer. And a phone.
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The public says water is important
-- but the crackpots and chronic
complainers don’t say they will
give us a pass.
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“They say water is important, shouldn’t they talk
about it more?”
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The Rookie Mistake
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Jargon & Slang
Watershed stewardship ethic??????
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Jargon & Slang
Hydrologic regime???
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Jargon & SlangTMDL Implementation???
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The public says water is important
-- but they don’t say they want to
learn the professional jargon of
the water profession.
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“So what does it mean that they say water is so important to
them?”
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It means that if you
communicate well, they
respond well
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What Does It Mean to Communicate Well?
“Respond well” -- compared to established industry
benchmarks.
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Here are four (brief) case
studies which all show water
communications beating
industry benchmarks. (Two of these are Water Words’ projects and two are not.)
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http://www.mywaterpledge.com/
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What Does It Mean to Communicate Well?
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What Does It Mean to Communicate Well?
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The public says water is important
-- and they show it by opening
emails from water orgs more often
than other orgs
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What Does It Mean to Communicate Well?
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What Does It Mean to Communicate Well?
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What Does It Mean to Communicate Well?
71 property
owners
requested
trees
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What Does It Mean to Communicate Well?
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What Does It Mean to Communicate Well?
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The public says water is important
-- and they show it by responding
to water-related direct mail at
higher rates than most mail
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What Does It Mean to Communicate Well?
One Georgia Water Coalition member posted this webpage with a bunch of true
and important scientific information. But nothing happened.
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What Does It Mean to Communicate Well?
Another member Georgia Water Coalition member spent $500 to run Facebook
ads.
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What Does It Mean to Communicate Well?
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What Does It Mean to Communicate Well?
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The public says water is important
-- and they show it by clicking on
water-related Facebook ads at
higher rates than most ads
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What Does It Mean to Communicate Well?
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What Does It Mean to Communicate Well?
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What Does It Mean to Communicate Well?
After a one month advertising blitz,
residents’ awareness that they could
report stormwater violations jumped
800%
Residents submitted dozens of tips,
including two for serious chronic
violators.
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What Does It Mean to Communicate Well?
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What Does It Mean to Communicate Well?
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What Does It Mean to Communicate Well?
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What Does It Mean to Communicate Well?
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What Does It Mean to Communicate Well?
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What Does It Mean to Communicate Well?
$.11
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The public says water is important
-- and they show it by paying
more attention to water related TV
ads than other kinds of ads
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If you communicate well,
they respond well
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Communicating Well
First
ImpressionFirst
Step
Awareness
& Attitude
Change
Big
Step
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Some Are Particularly
Responsive
14+ million residents.
And some of them respond extra well!
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Some Are Particularly
Responsive
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Some Are Particularly
Responsive
● 2,868,532 interested in the
“outdoors”
● 1,385,795 interested in
“Green Living”
● 768,465 interested in
“environmental issues”
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Some Are Particularly
Responsive
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Some Are Particularly
Responsive
● 1,400,000 interested in
“Environmentalism”
● 830,000 interested in
“sustainability”
● 670,000 interested
“environment and wildlife”
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So What?
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Stories at the Beginning
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The Steps They Take
First
ImpressionFirst
Step
Awareness
& Attitude
Change
Big
Step
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Family Life Now
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Friends Made in Life
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Career Choice
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General Quality of Life
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“Never doubt that a small group of
thoughtful, committed citizens can
change the world. Indeed, it is the
only thing that ever has.”
-- Margaret Mead
Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever
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Thank you for all the hard
work that you do to change
the world!