Communication

1. Communication Chapter 3

2. Effective Communication • “Contemporary fish managers need to have a basic understanding of the communication process and a willingness to develop and fine-tune their communication skills.” • Ability to speak well in public • Ability to write interesting media releases • Good understanding of communication as a process to use these abilities effectively

3. Getting Out the Message • Content - meaningful and relevant • Clarity - simplified and clear

4. Figure 3.1 Channel Message Develops messages, Selects channels Interprets message Communicator Audience Interprets response Develops response, Selects channels Feedback channel Response

5. Good messages are: • 1) matched to their intended audience • mental, social, economic, physical • 2) significant to the needs, interests, values of the audience • 3) concise (no extra stuff to confuse) • 4) timely • 5) balanced or objective • 6) applicable to audience • 7) manageable in time and resources

6. Principles of Public RelationsBox 3.1 • 1) Every agency makes an impression on its publics • 2) Good public relations is a prerequisite to success in agency programs • 3) The public is actually many different groups of people • 4) Truth and honesty are essential to credible public relations

7. Principles of Public Relations- continued • 5) Proactive is more effective than reactive • 6) Communication is the key to good public relations • 7) Planning comprehensive communication strategy is essential

8. Communication is multi-purpose • To listen to stakeholders’ desires • To inform them of present status, or future options • To assess stakeholder preferences • To gain stakeholder support for actions • To evaluate reactions to actions

9. Barriers to Communication • Incorrect assumptions • 1) Anglers don’t care about the future of the fishery • 2) Public doesn’t understand ecology of fisheries • 3) Public will oppose any/all agency suggestions • 4) Public has nothing to offer to management process

10. Public Involvement and Communication (Box 3.4) • 1) Staff that understands dynamics of public behaviors, attitude formation, group decision-making • 2) Staff that is aware of existing public preferences, values, systems of belief pertaining to fishery resources • 3) Continuous monitoring system to anticipate, detect changes in public behaviors, needs, preferences, values, perspectives

11. Public Involvement and Communication - continued • 4) Ongoing information system to develop, maintain adequate public awareness • 5) Structured public-involvement system to provide opportunity for appropriate public participation in management • 6) Coordinated, credible public image • 7) Network of stakeholders capable of maximizing agency’s attempts to involve public in fisheries management

12. Summary • 1) Contact does not mean communication • 2) Communication is two-way • 3) Many stakeholders (internal, external) • 4) Public relations important for support, credibility • 5) Public involvement is essential and requires effective communication