Water Words that Work

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This was presented at the Ohio Environmental Council's 2009 Clean Water Conference by Eric Eckl.

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Water Words that Work

  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/ Monday, September 21, 2009
  2. 2. Water Words That Work Make a Splash With Your Communications Eric Eckl 10/02/2009 Monday, September 21, 2009
  3. 3. Introduction “…much more effective than our previous approaches.” – Andrew Pelloso, Indiana Department of Environmental Management 3 Monday, September 21, 2009
  4. 4. Introduction “...get a better response since I started… I get more questions than I used to get.” – Ted Withrow, Kentucky Division of Water 4 Monday, September 21, 2009
  5. 5. Introduction “... we received more response via phone calls, emails, and notes....than anything we have previously done. You have a made us a believer.” -- Jeremiah Johnson Beckley (WV) Sanitary Board 5 Monday, September 21, 2009
  6. 6. 12,000 Participants! Monday, September 21, 2009
  7. 7. What’s the X Factor? Recently Bought Environmentally Friendly Products 7 Monday, September 21, 2009
  8. 8. What’s the X Factor? 0.6 60% 0.45 38% 0.3 0.15 Group A 0 Group B Recently Bought Environmentally Friendly Products 7 Monday, September 21, 2009
  9. 9. What’s the X Factor? Recently Bought Environmentally Friendly Products 7 Monday, September 21, 2009
  10. 10. What’s the X Factor? Reminded others to be environmentally conscious 8 Monday, September 21, 2009
  11. 11. What’s the X Factor? 0.5 47% 0.375 0.25 27% 0.125 Group A 0 Group B Reminded others to be environmentally conscious 8 Monday, September 21, 2009
  12. 12. What’s the X Factor? Reminded others to be environmentally conscious 8 Monday, September 21, 2009
  13. 13. What’s the X Factor? Voted for the candidate with the best environmental record 9 Monday, September 21, 2009
  14. 14. What’s the X Factor? 0.4 32% 0.3 0.2 17% 0.1 Group A 0 Group B Voted for the candidate with the best environmental record 9 Monday, September 21, 2009
  15. 15. What’s the X Factor? Voted for the candidate with the best environmental record 9 Monday, September 21, 2009
  16. 16. What’s the X Factor? Recently donated to environmental causes 10 Monday, September 21, 2009
  17. 17. What’s the X Factor? 0.3 30% 0.225 18% 0.15 0.075 Group A 0 Group B Recently donated to environmental causes 10 Monday, September 21, 2009
  18. 18. What’s the X Factor? Recently donated to environmental causes 10 Monday, September 21, 2009
  19. 19. Monday, September 21, 2009
  20. 20. Confidence Monday, September 21, 2009
  21. 21. Group B agrees with this statement: “The actions of a single person like me won’t make any difference…” 12 Monday, September 21, 2009
  22. 22. This Presentation Monday, September 21, 2009
  23. 23. This Presentation • Confidence is the key to conservation actions from citizens -- not information Monday, September 21, 2009
  24. 24. This Presentation • Confidence is the key to conservation actions from citizens -- not information • Ohioans think what you do is important and they want you to succeed Monday, September 21, 2009
  25. 25. This Presentation • Confidence is the key to conservation actions from citizens -- not information • Ohioans think what you do is important and they want you to succeed • But our poor communications saps citizens’ confidence in themselves Monday, September 21, 2009
  26. 26. This Presentation • Confidence is the key to conservation actions from citizens -- not information • Ohioans think what you do is important and they want you to succeed • But our poor communications saps citizens’ confidence in themselves • Our poor communications amount to de facto elitism that exclude many people Monday, September 21, 2009
  27. 27. This Presentation • Confidence is the key to conservation actions from citizens -- not information • Ohioans think what you do is important and they want you to succeed • But our poor communications saps citizens’ confidence in themselves • Our poor communications amount to de facto elitism that exclude many people • We can’t count on the media to improve our sloppy or thoughtless communication for much longer Monday, September 21, 2009
  28. 28. This Presentation: The Water Words That Work Method 14 Monday, September 21, 2009
  29. 29. Water is a High Priority 15 Monday, September 21, 2009
  30. 30. Water is a High Priority 15 Monday, September 21, 2009
  31. 31. Water is a High Priority 16 Monday, September 21, 2009
  32. 32. Water is a High Priority 16 Monday, September 21, 2009
  33. 33. Corroboration 17 Monday, September 21, 2009
  34. 34. Corroboration 17 Monday, September 21, 2009
  35. 35. Corroboration 18 Monday, September 21, 2009
  36. 36. Corroboration 18 Monday, September 21, 2009
  37. 37. Water Still Tops Global Warming! Monday, September 21, 2009
  38. 38. Water Still Tops Global Warming! Monday, September 21, 2009
  39. 39. Water Still Tops Global Warming! Monday, September 21, 2009
  40. 40. Communications and Confidence Monday, September 21, 2009
  41. 41. Monday, September 21, 2009
  42. 42. Monday, September 21, 2009
  43. 43. Monday, September 21, 2009
  44. 44. Monday, September 21, 2009
  45. 45. Monday, September 21, 2009
  46. 46. Monday, September 21, 2009
  47. 47. Monday, September 21, 2009
  48. 48. Monday, September 21, 2009
  49. 49. “Biodiversity” Monday, September 21, 2009
  50. 50. “Biodiversity” Monday, September 21, 2009
  51. 51. “Biodiversity” Monday, September 21, 2009
  52. 52. Monday, September 21, 2009
  53. 53. Monday, September 21, 2009
  54. 54. Monday, September 21, 2009
  55. 55. Monday, September 21, 2009
  56. 56. TMDL Impervious surface Hydrograph Nonpoint source pollution And so forth… And so on… Monday, September 21, 2009
  57. 57. Monday, September 21, 2009
  58. 58. Monday, September 21, 2009
  59. 59. Monday, September 21, 2009
  60. 60. Monday, September 21, 2009
  61. 61. What’s A Watershed? 31 Monday, September 21, 2009
  62. 62. What’s A Watershed? 32 Monday, September 21, 2009
  63. 63. What’s A Watershed? 52% 48% Guess Right Guess Wrong 32 Monday, September 21, 2009
  64. 64. What’s A Watershed? 33 Monday, September 21, 2009
  65. 65. What’s A Watershed? It’s a drain pool! 33 Monday, September 21, 2009
  66. 66. What’s A Watershed? 34 Monday, September 21, 2009
  67. 67. What’s A Watershed? 0.8 77% 69% 0.6 58% 47% 0.4 0.2 Education 0 High School Some College B.A./B.S. MBA, Ph.D. 34 Monday, September 21, 2009
  68. 68. What’s A Watershed? 0.8 77% 69% 0.6 58% 47% 70% 0.4 0.2 Education 0 High School Some College B.A./B.S. MBA, Ph.D. 34 Monday, September 21, 2009
  69. 69. What’s A Watershed? 35 Monday, September 21, 2009
  70. 70. What’s A Watershed? Where you go to the bathroom? 35 Monday, September 21, 2009
  71. 71. What’s A Watershed? 36 Monday, September 21, 2009
  72. 72. What’s A Watershed? 0.7 64% 0.525 36% 0.35 0.175 By Gender 0 Women Men 36 Monday, September 21, 2009
  73. 73. What’s A Watershed? 37 Monday, September 21, 2009
  74. 74. What’s A Watershed? Water...Shed...? 37 Monday, September 21, 2009
  75. 75. What’s A Watershed? 38 Monday, September 21, 2009
  76. 76. What’s A Watershed? 0.7 65% 53% 58% 0.525 36% 0.35 0.175 By Race 0 Black Asian Hispanic Caucasian 38 Monday, September 21, 2009
  77. 77. What’s A Watershed? 0.7 65% 53% 58% 0.525 36% 24% 0.35 0.175 By Race 0 Black Asian Hispanic Caucasian 38 Monday, September 21, 2009
  78. 78. What’s a Watershed? 39 Monday, September 21, 2009
  79. 79. What’s a Watershed? Sweating, I guess? 39 Monday, September 21, 2009
  80. 80. What’s a Watershed? English First Language English Second Language 40 Monday, September 21, 2009
  81. 81. What’s a Watershed? 18% 82% English First Language English Second Language 40 Monday, September 21, 2009
  82. 82. Changing With The Times Monday, September 21, 2009
  83. 83. Where they get their information Monday, September 21, 2009
  84. 84. Where they get their information Monday, September 21, 2009
  85. 85. Where they get their information Monday, September 21, 2009
  86. 86. Monday, September 21, 2009
  87. 87. Goodbye: Mass Media Monday, September 21, 2009
  88. 88. Goodbye: Mass Media Hello:“Nonpoint Source Information” Monday, September 21, 2009
  89. 89. More And More Choices Reaching Smaller and Smaller Audiences Monday, September 21, 2009
  90. 90. Monday, September 21, 2009
  91. 91. Source: Advertising Age, February, 2008 Monday, September 21, 2009
  92. 92. Monday, September 21, 2009
  93. 93. Monday, September 21, 2009
  94. 94. Monday, September 21, 2009
  95. 95. Monday, September 21, 2009
  96. 96. Monday, September 21, 2009
  97. 97. Monday, September 21, 2009
  98. 98. Monday, September 21, 2009
  99. 99. Monday, September 21, 2009
  100. 100. Monday, September 21, 2009
  101. 101. Old School 50 Monday, September 21, 2009
  102. 102. Old School 50 Monday, September 21, 2009
  103. 103. New School 51 Monday, September 21, 2009
  104. 104. New School 51 Monday, September 21, 2009
  105. 105. Recap Monday, September 21, 2009
  106. 106. Recap • Confidence is the key to conservation actions from citizens -- not information Monday, September 21, 2009
  107. 107. Recap • Confidence is the key to conservation actions from citizens -- not information • Ohioans think what you do is important and they want you to succeed Monday, September 21, 2009
  108. 108. Recap • Confidence is the key to conservation actions from citizens -- not information • Ohioans think what you do is important and they want you to succeed • But our poor communications saps citizens’ confidence in themselves Monday, September 21, 2009
  109. 109. Recap • Confidence is the key to conservation actions from citizens -- not information • Ohioans think what you do is important and they want you to succeed • But our poor communications saps citizens’ confidence in themselves • Our poor communications amount to de facto elitism that exclude many people Monday, September 21, 2009
  110. 110. Recap • Confidence is the key to conservation actions from citizens -- not information • Ohioans think what you do is important and they want you to succeed • But our poor communications saps citizens’ confidence in themselves • Our poor communications amount to de facto elitism that exclude many people • We can’t count on the media to improve our sloppy or thoughtless communication for much longer Monday, September 21, 2009
  111. 111. This Presentation: The Water Words That Work Method 53 Monday, September 21, 2009

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