Communications Objectives & Messages

Communications Objectives & Messages

Figure 2. Education and communications – a stair-step process leading to behavior change.

To do so in a way that will be achievable and realistic, baseline measures are necessary. Audience assessments through surveys or interviews should be conducted to determine the current percentage of the audience group with the given knowledge, attitudes, skills, or behaviors. Then, the appropriate measurable objectives for a communications campaign could be determined. Remember, it will be challenging to get all of the audience members all the way up the “stairs” to a behavioral objective, so be realistic. Likely the number of audience members with a given knowledge objective met will be highest followed by attitudes, skills, and then behavior. Note that in conducting an audience assessment, a random sample from the audience could be selected if it is a large audience. It is strongly advisable to retain the services of a social scientist to determine the appropriate sampling scheme and survey design and implementation methods to ensure that the results are generalizable to the full population. The knowledge, attitudes, skills, and behavioral objectives for groups of audiences for each goal are listed below in Table 4.

Table 4. Objectives by audience segments for each of the goals for ACJV communications efforts.

Strongly Influential Audiences	Knowledge Objectives Ensure that XX% of audience (with an emphasis on strongly influential organizations) knows that…	Attitudes Objectives Ensure that XX% of audience (with an emphasis on strongly influential organizations) believe that…	Skills Objectives Ensure that XX% of audience (with an emphasis on strongly influential organizations) is able to…	Behavioral Objectives Ensure that XX% of audience (with an emphasis on strongly influential organizations)…
Goal 1. Develop and strengthen the JV partnership to conserve high-priority habitats throughout the Atlantic Coast region
-Management Board -Tech Committee -BCR partners	- the ACJV is a partnership working together for the conservation of native bird species in the Atlantic Flyway region of the U.S., covering all or part of 16 states and Puerto Rico. - the “core” partners of the JV include those on the Management Board, who provide oversight to the JV; yet, the conservation work of the JV is accomplished by a much broader group of partners and partnerships throughout the region. - JVs were created over 25 years ago to serve as partnerships for habitat conservation. - JVs formed because partners realized they can achieve more conservation together rather than acting alone. - JV staff capacity and fiscal resources are designed to support the JV partnership in science-based habitat conservation, serving as a hub for the bird conservation work of partners in the region. - JV staff and partners develop outreach products to attract partners, support existing funding, seek new funding, and raise awareness of conservation needs with key audiences. - the Technical Committee provides support to the JV partnership regarding scientific priorities, activities, and needs. the ACJV is known for helping partners successfully apply for NAWCA grants. -funds for the Joint Venture do not fully cover the needs of the partnership (e.g., down one staff person; part-time GIS and communications support).	- the JV is a partnership and community that benefits bird conservation in the Atlantic Flyways. - participation in the JV links you to conservation professionals and resources. - being part of the collective effort offers a better chance of conservation victories than working alone. - they are proud to be part of the JV partnership. - JV staff are available for you to turn to for bird conservation support in the region. - participation in the Technical Committee provides an important partnership opportunity for organizations.	- explain what ACJV is. - speak to shared JV goals and activities. - identify ways they could partner in their own work to work toward shared JV goals. - turn to JV staff and request tools that can aid in their JV hat wearing. - direct interested and strong potential members to the JV. - sign up to receive communications. - use website to access information.	1.1 Actively participates in Board & Tech and in JV committees & activities 1.2 Shares information about the JV within the organization/agency 1.3 Considers other partners who would be beneficial for Board and Tech Committee 1.4 Pools their resources to fulfill unmet needs for JV work (needs Board discussion)
-those uninvolved in JV-related organization/agency (or those conducting bird habitat conservation on the ground with NAWCA funds)	Same as above (other than resource limitations)	Same as above	Same as above	1.5 Consider themselves partners in bird conservation with ACJV
Goal 2. Garner federal support for conservation that benefits the Atlantic Coast region
-Congress -DOI/FWS leaders -OMB	JVs are one of the most efficient programs when it comes to results relative to funding. Over their more than 25-year history these public-private partnerships leveraged every dollar of Congressional funds 36:1, helping to conserve 20.5 million acres of habitat. JVs offer non-partisan solutions, real jobs for real people, adaptations for changing climate, and connecting people and nature. - federal appropriations are the primary funding source for JV offices. - NAWCA offers competitive grants to carry out wetlands conservation. In the ACJV region, 432 projects have been funded since 1991. $209 million in grant funds has leveraged another $763 in non-federal funds and $162 in federal funds for conservation. - Coastal grants conserve important coastal areas. In the past 5 years (2009-2013), 40 Coastal grants have been awarded, impacting 23, 856 acres. -the Neotropical Migratory Bird Act funds support conservation of neotropical birds and have supported projects in the ACJV and the wintering grounds for ACJV species.	- conservation in the ACJV is critical, particularly due to coastal development and sea level rise. - these conservation funding sources are an efficient use of funds for bird conservation and the many other species that depend on these habitats. - this conservation funding is a win-win for the people and the wildlife of the region. - these conservation funding sources are complementary and competitive. Each provide essential funds to a distinct aspect of the conservation needs in the region. - these conservation funds play a vital role in protecting ecosystem services American people rely on like water quality and resilient coastal environments.	- contact the JV staff or partners to learn more about how conservation funding benefit their states. - justify their support of these conservation policies and programs to their constituents and other policymakers.	2.1 Support for Interior appropriations bill with JV, NAWCA, coastal grants, and Neotrop funding at agreed upon level.
(Non-federal) Management Board members	- staff and federal partners of the JVs cannot lobby Congress. They can only provide information. - the JVs visit the Hill each March. Those visits are more effective if partners are the leads for the visits, and JV staff provides technical support to them. - developing a relationship with Congressional members and staff requires multiple contacts each year. - the participation of NGOs in Congressional visits demonstrates that JVs truly are public-private partnerships, leveraging a variety of resources to benefit the region. -hearing from their constituents is most important to Congressional members. - being strategic about who is visited is more important that meeting with many policymakers. - inviting policymakers out in the field to highlight projects that result from the JV partnership is very effective. - the JV has numerous tools for Congressional outreach (e.g., exhibits, brochures, factsheets, and stats!)	- demonstrating benefits from the JV partnership and conservation program and policy funding is critical to Congressional support. - a coordinated message from many partners can have much more impact than single messages coming from single organizations. - having a relationship with Congressional members and staff can be valuable to the JV and JV partner organization. - it is worthwhile for partners to promote the JV and other conservation programs. Funds for these programs lead to resources and support for partners. - I am well prepared with many tools for Congressional communications.	- articulate the value of the sum of these programs to the partners in the JV. - explain what the JV is and describe its activities. - describe JV, NAWCA, coastal, and Neotrop grant programs and how they benefit the ACJV, wildlife, and people. - collaborate with JV partners on crafting and delivering this message. - identify opportunities for field visits or local outreach to policymakers throughout the year. - use ACJV communications tools for policymaker visits.	2.2 Actively participate in Congressional outreach
Goal 3. Foster partner involvement in ACJV science activities
-Tech Committee -LCCs -USFWS	-population & habitat objectives are targets or goals for how many of a species and how much habitat is needed. -population & habitat objectives are based on biological science and also reflect social desires and public interests.	-population & habitat objectives are important to strategic habitat conservation (e.g., conservation design and implementation). -members of the Tech Committee are critical participants in determining objectives and ensuring that the numbers reflect the partnerships’ desires. -while staff support the Tech Committee, there is opportunity for partners to take leadership roles and undertake science on behalf of the JV.	-understand basic wildlife relationships and how to contribute information to models. -how to participate in the process. - how to describe the utility of objectives to their work.	3.1. Develop population & habitat objectives for representative species in all ACJV BCRs
-Tech Committee -LCCs -USFWS	-the Science Needs list provides priorities for science needs in the JV. -the process is bi-annual. -the latest science needs are [insert summary based on most recent version].	-having an established list of science priorities for the ACJV is valuable. - the JV Science Needs are well thought out. - establishing consensus on science needs is important. -when science funding is available, this list of priorities can help in seeking funding.	- be able to speak to the latest list of Science Needs for the ACJV. - pursue funding or seek opportunities to conduct this research.	3.2 Provide feedback and contribute to searching for the Science Needs process
-DOI/FWS leadership	-the JV has a long history of quality applied conservation science. -this JV research supports USFWS science needs (e.g., Refuge Realty, CCP planning, I & M, Ecological Services, Coastal Program). -JV science supports LCCs (e.g., surrogate species, Designing Sustainable Landscapes project).	-JV science is unique and important to the USFWS. -JV planning tools are valuable in the work of USFWS. -collaborations on science with JVs works well (e.g., IWMM). -contributing to JV science needs can help meet mutual needs.	-how to access the tools -how to connect with JV staff. -how to collaborate on science projects with the JV. -how to work with JV to develop tools, applying their skills and perspectives.	3.3 Support JV’s continued role in science 3.4 Contribute to JV science as collaborators and funders 3.5 Utilize science products to make decisions
Goal 4. Foster partner involvement in ACJV planning activities
-Tech Comm. - Division of MB -BCR partners -Universities	-BCR plans distill the bird conservation information that exists at all levels so it is appropriate for the regions within the Atlantic Coast. - ACJV staff and partners have completed BCR plans for nearly all of the JV region (except Florida). -updating BCR plans will allow for incorporating the latest information, new threats (climate change, energy), and added forest bird focal areas.	-BCR plans are useful and are designed to make their work easier (e.g., SWAPs). -BCR plans are the first and best guidance for bird conservation activities within the Atlantic Coast. - using BCR plans benefit partners by distilling all information and saving time so they don’t have to review other bird plans at other scales. -updating BCR plans ensures that the latest information is incorporated (e.g., DSL).	- how to access BCR plans. - how to contribute to BCR plan updates. - how to use BCR plans.	4.1 Complete and update BCR plans throughout the Atlantic Coast region
Goal 5. Support habitat delivery based on bird conservation plans and tools for the Atlantic Coast region
-USFWS -State agencies -BCR partners -ABC -Audubon	-the Atlantic Flyway Shorebird Conservation Business Strategy demonstrates the need for a strong partnership effort to reduce shorebird declines and identified key projects in the Flyway. - the shorebird strategy was created as partner effort, including JV staff and many partners. - the information in the shorebird strategy is being distilled for ACJV partners to allow them to garner support, as well as a product to guide land managers in using the strategy.	- the shorebird strategy helps define priority species, areas, and strategies for land management activities on ACJV partner lands. - using the shorebird strategy can help justify funding needs to conduct priority projects. - it is critical to have involvement of more JV partners to ensure the habitat conservation and management projects succeed.	access the strategy. identify what projects to be involved in and how justify their involvement in strategy-related projects. get funding support for projects (if needed). promote the shorebird strategy as the go-to document to guide shorebird conservation.	5.1 Participate in implementation of the Atlantic Flyway Shorebird Conservation Business Strategy in the Atlantic Coast region
-Tech Comm -BCR partners -State agencies	- the Designing Sustainable Landscape tool, which includes habitat maps, data layers, and species-habitat models, identifies some of the most important areas for conservation	- the DSL helps prioritize areas for conservation and make good decisions for delivering habitat on the ground.	-access the DSL tool. -use the DSL tool to make decisions.	5.2 Use the “Designing Sustainable Landscapes” decision support tool for conservation
-BCR partners -State agencies -USFWS	-the IWMM is a model of the importance of different areas at the flyway scale to migrating and over-wintering wetland birds -the IWMM Flyway model could be used for funding decisions (NAWCAA or Refuges). -the IWMM Flyway model is based on the Strategic Habitat Conservation approach.	-the IWMM is an important example of the full cycle of Strategic Habitat Conservation. -the IWMM Flyway Model is useful for helping make decisions about allocating resources to wetlands or prioritizing wetlands to protect. -the IWMM Flyway Model helps you choose the right habitat in the right place at the right time.	-how to access the IWMM Flyway model. -how to apply the IWMM Flyway model in decision-making.	5.3 Use the Integrated Waterbird Management & Monitoring (IWMM) results to guide wetland conservation.
-BCR partners -State agencies -USFWS	-BCR plans distill the bird conservation information that exists at all levels so it is appropriate for the regions within the Atlantic Coast. - ACJV staff and partners have completed BCR plans for nearly all of the JV region (except Florida).	-BCR plans are useful and are designed to make their work easier (e.g., SWAPs). -BCR plans are the first and best guidance for bird conservation activities within the Atlantic Coast. -using BCR plans benefit partners by distilling all information and saving time so they don’t have to review other bird plans at other scales.	- how to access BCR plans. - how to use BCR plans.	5.4 Use BCR plans to guide conservation/Prioritize areas and species.
Goal 6. Conserve wetland (and associated upland) habitats in the Atlantic Coast region via federal habitat grant programs
-BCR partners -State agencies -USFWS -NRCS -NGOs -Land trusts -DU -Audubon	- grants are most competitive when they demonstrate multiple partners collaborating and include high match ratios. - JV staff are available to help review grants and ensure that they are competitive. - Bird Conservation Region plans and other JV science documents offer information that can ensure that grants are competitive.	- working with JV partners to write grants is a win-win for bird conservation and our organization. JV bird conservation plans and science documents are easy to use and access. - JV staff are very accessible and willing to help with grants.	- how to contact JV staff for technical support on grants - how to access BCR plans and JV documents for writing grant applications. - how to find partners and adequate match. - deadlines and how to apply for the grant programs.	6.1 Write more effective grant proposals 6.2 More organizations submitting grant proposals within Atlantic Coast 6.3Those conducting land conservation: leverage conservation funds being used to serve as match and make grant proposals more competitive

Messaging. Each of the objectives has been written so that it can easily provide the basis for messaging. The primary message may be more simplistic than secondary messages that iterate the specifics in the objectives. For examples of potential primary messages for each of the goals, see Table 5, below. Knowledge and attitude objectives can generally be used as message themselves. Communications may also be supplemented with secondary messages that provide examples or simple facts or statistics. Additionally, persuasive elements can be employed to make messages play on humor or excitement or empathy or, when appropriate, fear. For skills and behaviors objectives, the message may also need to include tertiary information on how to build the skill or how to do the behavior.

Table 5. Overarching messages by goal.