Water Words That Work National Lakes Conference
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Transcript of Water Words That Work National Lakes Conference
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This presentation is released under a Creative Commons 3.0 license. For more information:
http://creativecommons.org/licenses/by-nc-sa/3.0/us/
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“Fertilizer is good for the grass on my lawn, how can it be bad for the grass in
the river?”
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Water Words That Work
Make a Splash With Your Communications
Eric Eckl4/29/2007
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It is hard for experts to successfully communicate
to non-experts
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Today’s Presentation
• Americans care a lot about clean water• Confusion• Diffusion• The Water Words That Work Method• Exercises• Q&A
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Water is a high priority for Americans
Gallup Poll, 2004
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Water is a high priority for Kentuckians
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Water is a high priority for Virginians
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Water Still Tops Global Warming!
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Confusion
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“Biodiversity”
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TMDLImpervious surface
HydrographNonpoint source pollution
And so forth…And so on…
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“Watershed”
Photo: Flickr, Fernando Dall D’aqua
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“Watershed” by Education
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“Watershed” by Race
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“Watershed” by Gender
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Who They Trust
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Where they get their information
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Confusion
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Diffusion
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Goodbye: Mass MediaHello:“Nonpoint Source Information”
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Media Choices are Exploding
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Source: Advertising Age, February, 2008
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Two Trendwatchers
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Recent Trends in News Consumption
Pew Research Center: Trends 2005
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“Watched TV news yesterday”
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“Read newspaper yesterday”
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“Listened to radio news yesterday”
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“Read a news magazine yesterday”
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At the same news consumption falls…
Roper Starch: Americans' Low "Energy IQ:" A Risk to Our Energy Future, 2002
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“Water pollution laws do not go far enough”
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“Environmental laws do not go far enough”
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“Endangered species laws do not go far enough”
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“Wetlands laws do not go far enough”
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If you YouTube script says:
• “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.”
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They’ll hear:
• “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.”
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The Water Words
That Work
Method
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The Water Words “Method”
1. Identify your shop talk2. Answer five questions before they ask
them3. Insert the words that work4. Avoid the five pitfalls
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Step One: Identify Your Shop Talk
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A: Polluted Runoff
B: Stormwater
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A: Open Space
B: Natural Area
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A: Recreation
B: Family activities
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A: Watershed management
B: Land and water conservation
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A: Family vacations
B: Tourism
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A: Runaway Development
B: Sprawl
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A: Riparian
B: Riverbank
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A: Clean water
B: Water Quality
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A: Endangered species
B: Wildlife
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A: Environmentalist
B: Conservationist ?
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Step Two: Answer Five Questions(Before they ask them)
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The Five Questions
• Who is this message for?• What can I do?• When must I act?• Where is everybody else?• Why should I try to fix this instead of
something else?
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Step Three: Insert the
Water Words that Work
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When describing issues
• Nature protection• Pollution control• Enough clean water• Wildlife conservation
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Benefits and Consequences• Future Generations• Healthy• Family & Children• Safe• Trends
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Don’t Just Agree With Me, Do Something!
• You Can Make a Difference
• It affects you
• What you can do
• Working together
• Save Money
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Take My Side, Not Theirs
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Step Four:Avoid the Five Pitfalls
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The Five Pitfalls
• Baffling them with shop talk• Rebutting opponents’ claims• Letting the facts speak for themselves• Trying to scare people into action• Using others’ arguments against them
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Takeaways
• Public attitudes are supportive and changing very slowly
• But how we learn about the world around us is changing very quickly
• Broad social trends are putting enormous pressure on us to communicate in a clear and compelling manner.
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Takeaways
The Water Words That Work method is a four step process for translating scientific
and legal documentation into action language for everyday citizens.
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