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Table of Contents
I. Introduction………………………………………………………………….………………...3
II. Publics………………………………………………………………………………………4-5
III. Programs…………………………………………………………………………….….…6-7
IV. Events………………………………………………………………………..……………….8
V. Strengths……………………………………………………………………………………...9
VI. Weaknesses……..……………………………………………………………………..10-11
VII. Problems/Threats…………………………………………………………………………12
VIII. Opportunities……………………………………………………………………………...13
VIIII. Annotated Bibliography…………….……………………………………………….14-18
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I. Introduction
The Cahaba River Society (CRS) was founded in 1988 out of several
Birmingham residents' concern of preserving Alabama's last free-flowing river along with
its diverse wildlife. The registered non-profit organization has a mission statement, "To
restore and protect the Cahaba River watershed and its rich diversity of life" (Cahaba
River Society). According to the CRS' website, its guiding principles are as follows:
• We believe in creating a healthy environment for all the region’s residents,
regardless of income, race, or where they live
• We safeguard the quality and supply of our drinking water
• We are committed to educating youth and adults to improve environmental
decision-making
• We advocate solutions that are aligned with the restoration of the Cahaba and
the growth of our communities
• We are committed to a balanced, science-based approach to our work
• We believe in creating positive partnerships to be a successful consensus
builder in the community (Cahaba River Society)
The CRS's values-driven principles cause the organization to come in contact
with various publics whose values typically align with the organization's mission;
consequentially the organization demonstrates a need for public relations counsel to
maintain these relationships. The six full-time staff members are all directors or
managers for the CRS, which leaves little room for public relations direction. By
examining the organization's publics, programs, events, strengths, weaknesses,
problems and opportunities, the need for public relations personnel becomes evident.
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II. Publics
The Cahaba River passes through parts of St. Clair, Jefferson, Shelby, Bibb,
Tuscaloosa, Chilton, Perry and Dallas counties (Carmichael). The CRS must target a
variety of publics including Cahaba River users, architects, developers, government
officials and its sister organizations. Because each public has different values, the
media and messages sent by the CRS inevitably differ; however some events and
information are intended for all publics, such as annual meetings or annual reports. The
CRS sends "snail mail" and emails to disseminate this information to its publics. "Our
turnout for the annual meetings is pretty good with an average of 250 people," said
Monica Carmichael, Director of Development for the Cahaba River Society
(Carmichael). For less significant information the CRS utilizes social media sites
Facebook and Twitter.
CRS's main publics are residents who live in the Cahaba River watershed and
anyone in the eight county district who relies on the Cahaba for drinking water (Cahaba
River Society). The CRS has 1,200 email addresses in its database, which makes it
easy for this public to receive messages via email if their email address is registered
with the organization. The CRS sends out one or two e-alerts per week (Carmichael).
Messages to this public usually include updates on the CRS's progress, events,
programs and other relevant information. For more formal messages, such as event
invites, the CRS sends out "snail mail." For example the organization hosts quarterly
educational outreach programs; the most recent program was the Cahaba Bluesway
Project, and members were invited to the "Cahaba River 101" session by mail.
Another vital public to the CRS is a functional input linkage, developers and
architects. To keep this public in line with the CRS's progress, the organization invites
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developers and architects to outreach programs, such as annual "Lunch and Learn"
presentations. This is an effective method of reaching this public because the CRS
provides an incentive, free food, in exchange for providing information to a public who is
encouraged to engage in low impact development. Unlike "snail mail" and email where
messages are being sent but not always received, "Lunch and Learn" is a form of two-
way communication because the presentation includes a time allotment where
attendees may ask questions or provide input to the CRS.
A number of sister organizations and alliances make up the CRS's normative
linkages. The CRS has relations with Alabama Rivers Alliance, Black Warrior
Riverkeeper, Alabama Environmental Council, Friends of Shades Creek, Friends of the
Refuge and more. "We share very strong relations with our organizations, which is
surprising since non-profit organizations compete for resources," said Carmichael
(Carmichael). The CRS has received national attention from an article published in the
Smithsonian—a publication that most of the CRS's sister organizations endorse
(Smithsonian). The organization also has relations with businesses including Richard
Joseph Salon Spa, Interfatih Environmental Initiative of Alabama, Alabama Water
Agencies Working Group and the Alabama Water Works Board.
The CRS prides itself in its strong government relations. "We have very strong
governmental relationships. We work very directly with Environmentalists of Alabama
and the Environmental Initiative, as well as with mayors and local officials of counties
where the Cahaba River passes through," said Carmichael (Carmichael). To maintain
these relations CRS employees attend town meetings. Because of these strong
relations and to keep its 501 (c)(3) status, the CRS does not have lobbyists. The CRS
successfully uses a top-down communication method with its government relations.
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III. Programs
The CRS has over 10 programs that the organization uses to educate and inform
the public about the Cahaba River and its wildlife. "We pride ourselves in the fact that
90% or more of our income goes to funding programs," said Kid Adams, Cahaba River
Society Office Manager (Adams). To make funding possible, the CRS applies to two
foundations for grants, fundraises at events, sells memberships and sells car tags. The
CRS's programs target developers, local governments, children, Cahaba River users
and more. The CRS website categorizes its programs into three sections: "Growth &
Development Solutions," "Education & Recreation" and "Water Stewardship" (Cahaba
River Society).
The "Growth & Development Solutions" programs target developers, local
governments and design professionals. The most popular program is the "Lunch and
Learn" presentation that is used to generally educate these publics about the Cahaba
River Society's current efforts. The CRS also distributes information to its publics based
on findings from scientific studies (i.e.- water pollution testing) and factual information
about the Cahaba River. Using programs and public information, the CRS sends
messages to these publics to encourage a low impact development, responsible
agenda for river restoration and growth, efficient and conserved water usage and wise
investment in infrastructure (Cahaba River Society Programs).
The "Education and Recreation" programs target children, CRS members and
Cahaba River users. Programs include hands-on canoe trips, stream walks, educational
outreach and more (Cahaba River Society Programs). "Educating younger generations
is especially important because they are most likely the future caretakers of the
Cahaba," said Gordon Black, Education Director for the Cahaba River Society (Black).
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General education about the Cahaba River is made available to the public through
publications, member mailings, e-alerts, speaker tours and the CRS website.
The "Water Stewardship" programs targets publics concerned with environmental
issues and impact (Cahaba River Society). By advancing river science, river watching,
improving storm water regulation and enforcement and more, the CRS addresses a
number of concerns from interest and scientific groups, such as the Environmental
Protection Agency and Americorps. The CRS encourages corporate organizations to
use water efficiently by offering Watershed Conservation Development awards.
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IV. Events
The proceeds from CRS's events make up a large portion of the organization's
funding. The upcoming charity event, Every Drop, is annually hosted by Richard Joseph
Salon Spa (RJSS). The event was voted "Best Event of 2012" in Birmingham Magazine
and awarded "Most Successful Aveda Earth Month Fundraiser in 2012" by Aveda™. In
addition to the event, RJSS hosts an annual Grass Roots Cut-A-Thon where CRS
supporters can purchase a haircut ($25), blow-dry ($25) or both ($40). RJSS and the
CRS decided to work together because their mission statements align. RJSS's mission
statement is, "To provide a unique blend of fashion, beauty, art and wellness to our
guests, our community, and the planet" (Richard Joseph Salon Spa). All proceeds from
the charity events benefit the CRS. According to the CRS's Annual Report 2012, the
combined events raised $15,000 and promoted membership for the organization
(Cahaba River Society). For the Every Drop event alone, "We raised close to $12,000 in
2012, and we hope to reach $13,000 this year," said Jennifer West, RJSS Marketing
Director (West). By partnering up in these charity events, RJSS and CRS strengthen
their relationship and are able to reach each other's publics.
The CRS's other events are also used to receive funding and promote the
organization's cause. The Cahaba River FryDown is presented to educate attendees
about water. Last year the CRS joined with 27 other organizations to offer water-smart
learning activities at the event. The Cahaba River Ramble is a 5k-trail race along the
Cahaba watershed that benefits the Shane Hulsey CLEAN Environmental Education
Program. Educational programs are offered during and after the event. By hosting
annual fundraising events, the CRS also accomplishes educational outreach while
creating and maintaining relationships with event attendees.
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V. Strengths
The CRS perceives its strengths to be its staff and Board of Directors. Over half
of the full-time staff has been with the organization for over two decades and all
members have previous experience that is applicable to their job duties at the CRS.
Gordon Black has 16 years of experience of working for the Nantahala Outdoor Center
and American Canoe Association; he has also conducted boating safety trainings with
the U.S. Coast Guard, U.S. Army Corps of Engineers, Boy Scouts of America and Girl
Scouts of the USA. Mr. Black uses this experience in his work with the CRS’s Shane
Hulsey CLEAN Program where he leads river field trips for youth. For six years the
Director of Administration, Tricia Sheets, worked with President Clinton's Federal
Advisory Committee and advised on sanitary sewer overflow problems. She now works
on the CRS's policy and water quality programs. “CRS is a catalyst and leading voice
for collaborative work with our experienced and active staff members,” said Carmichael
(Carmichael). The CRS’s staff has the experience needed for organizational job duties.
CRS’s Board of Directors is comprised of a diverse group of professionals. The
board members include businessmen, engineers, professors and attorneys. The CRS
benefits from its eclectic mix of board members' work in recruiting members from their
own areas of interests or professions. The Board meets bi-monthly to discuss the
CRS’s goals and to represent the public’s best interest. The executive committee also
meets bi-monthly. “I think the board meetings are beneficial to the CRS. The staff uses
board members' input to establish and guide the organization's goals,” said John
English, Secretary for the CRS Board of Directors (English). The Board of Directors
raises membership and funding by reporting to their own connections about the CRS's
efforts.
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VI. Weaknesses
The CRS's chief weaknesses are its internal communication and lack of human
resources. With six full-time and two part-time employees, the CRS sometimes
encounters problems with fulfilling job duties and communicating with one another.
When asked who is responsible for social media, Carmichael responded, "Well, it's not
supposed to be my duty, but it falls into my lap." The same question was asked to the
Office Manager, Kim Owens, and she answered, "It's a shared duty." While Facebook
posts and Twitter tweets peak around event dates, the average number of wall posts
and tweets is twice per month (Facebook and Twitter). The lack of human resources
became evident after eight phone calls and three emails to different staff members went
unanswered for about a week. During interviews we discovered some CRS staff
members were unaware that their co-workers had spoken to us. These weaknesses
may become detrimental to the CRS's health, especially if a crisis arises where the
number of staff available to respond and react is limited.
Another significant weakness for CRS is its outdated information available to the
public because of the organization's small staff. The CRS website is easily-accessible
with its straightforward URL address, www.cahabariversociety.org, and its position as
the first listing when a Google search of "Cahaba River Society" is conducted; however,
internal website links contain out-of-date content. For example, under "events," a
section of the text lists, "Stay tuned to FryDown.com for information on the 2012
Cahaba River FryDown" (Cahaba River Society Events). For an information seeking
audience—the audience who is likely to visit the CRS website—this year old link may
turn away event goers and make the Cahaba River FryDown seem like an unimportant
event in the organization's agenda. More surprisingly the only two clips listed under the
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"news" section are from 2011. The first snippet lists information about the Cahaba River
FryDown 2011, and the other states, "Beth Stewart, Executive Director of The Cahaba
River Society, is a winner of this year’s prestigious National River Hero Award" (Cahaba
River Society News). The outdated news section makes awards look rare for the CRS
since there is only one listing for an award that was presented to the organization two
years ago. The CRS's old information creates a negative image for the CRS because it
makes the organization's current efforts appear as minimal progress.
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VIII. Problems/Threats
A past threat to the CRS occurred when a smear campaign was launched in
attempt to discredit the organization. In 2001 full-page ads appeared in the Birmingham
News, stating, "We Pay While They Play" and messages were aired on WMJJ-FM and
WZZK-FM discrediting the CRS's work. The messages claimed, "A 1993 lawsuit filed by
the Cahaba River Society ultimately cost Jefferson County $1.8 billion and caused
sewer rates to increase 223 percent" (Black & White City Paper). The CRS quickly
retorted by stating that the organization has never endorsed a political candidate or
lobbied a ballot issue and instead focuses its efforts on eliminating threats to the
Cahaba River. The CRS successfully implemented its crisis management plan, but
around $50,000 was devoted to defeat and overcome the smear campaign.
Other threats to the CRS revolve around potential dangers to the Cahaba River.
For example the Cahaba Lily flower is a threatened species on the river. The Cahaba is
an ideal environment for the flower, but the CRS asks its visitors not to pick the
flowers—an example of risk management (Cahaba River Society). Pollutants are also a
threat to the cleanliness of the Cahaba River's drinking supply. The CRS works closely
with the Environmental Protection Agency (EPA), the organization that oversees the
Alabama Department of Environmental Management's administration of the Clean
Water Act. Under this act, Total Maximum Daily Loading (TMDL) studies must be
conducted where a "pollution budget" and "nutrition target" is established. The CRS
then publicizes these studies to make the public more aware of what external risks the
Cahaba faces. While the Cahaba River is consistently faced with threats, the CRS
effectively protects the river by using research and public awareness.
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VIIII. Opportunities
The CRS has abundant opportunities to exercise educational outreach with its
network of collaborative partnerships. The CRS has worked with a variety of faith-based
organizations, specifically church youth groups that have donated to the CRS’s efforts.
By maintaining a relationship with these organizations, the CRS has successfully
worked in conjunction with the youth groups to do river cleanups. The CRS’s Shane
Hulsey CLEAN Environmental Education Program has also assisted the organization in
building relationships with schools since the program meets the Alabama course of
study standards. “I think our relationship with the Hewitt Trussville school system
influenced their exceptional work at building the new high school. They went to lengths
with the architect to make a green design,” said Black (Black). The CRS offers field
workshops for teachers where education trickles down from the teachers to students in
environmental classes and service clubs. Through maintaining partnerships with other
businesses and organizations, the CRS is able to offer educational outreach that
promotes its cause.
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VIIII. Annotated Bibliography
Adams, Kim. Personal interview. 1 April 2013.
This interview covered the CRS's financial management, event planning and
membership.
Black, Gordon. Personal interview. 28 March 2013.
This interview covered the CRS's educational outreach, specifically the Shane
Hulsey CLEAN Environmental Education Program. Gordon also spoke about
opportunities that are created from educational outreach.
“Cahaba River Society.” CahabaRiverSociety.org. About the Cahaba, n.d. Web. 20
March 2013.
This section of the website lists the CRS's purpose, mission statement, guiding
principles and general summary.
“Cahaba River Society.” CahabaRiverSociety.org. Cahaba River Society, n.d. Web. 20
March 2013.
This is the homepage of the website where other links, such as "about," "support
CRS," "News," "Events," "Resources," "Contact us" and more are easily
accessible.
“Cahaba River Society.” CahabaRiverSociety.org. Cahaba River Society Annual Report,
n.d. Web. 31 March 2013.
This section of the website features the 2013 Annual Report. The link allows
visitors to download a .PDF version of the Annual Report.
“Cahaba River Society.” CahabaRiverSociety.org. Cahaba River Society Events, n.d.
Web. 31 March 2013.
This section of the website lists the three main CRS events. The information is
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limited and outdated.
"Cahaba River Society." CahabaRiverSociety.org. Cahaba River Society Lilies, n.d.
Web. 31 March 2013.
This section of the website features a picture of Cahaba Lilies and states the
significance of their purpose in the Cahaba River. A festival is also held by the
CRS to raise money to protect the lilies.
"Cahaba River Society." CahabaRiverSociety.org. Cahaba River Society News, n.d.
Web. 31 March 2013.
This section of the website lists news about the CRS's efforts. There are only 2
news stories that are outdated.
“Cahaba River Society.” CahabaRiverSociety.org. Cahaba River Society Programs, n.d.
Web. 31 March 2013.
This section of the website lists programs that the CRS offers. In a drop down
box, each program is listed with extensive information about what the program is
and how it assists the CRS's cause.
“Cahaba River Society.” CahabaRiverSociety.org. Cahaba River Society Staff, n.d.
Web. 20 March 2013.
This section of the website lists the 6 full-time staff members for the CRS. Each
staff member's past experience, certifications, current work and interest are
listed. Phone numbers and email addresses are included in the staff section.
Cahaba River Society. “2012 Watershed Conservation Development Awards.” 2012.
PDF file.
This file is available on the CRS website and lists the winners for the 2012
Watershed Conservation Development Awards as well as how each organization
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won the award.
Cahaba River Society. “Cahaba River Society 2013 Board of Directors.” 2013. PDF file.
This file is available on the CRS website and lists the name, profession and
position of each CRS board member. Contact information for the Board of
Directors is not listed.
Cahaba River Society. “CRS 2013 Educational Outings Schedule.” 2013. PDF file.
This file includes a list of dates and events where educational outings (canoe
trips) take place.
Cahaba River Society. “Membership Form 2013.” 2013. PDF file.
This file is available on the CRS website and lists the benefits, opportunities and
purposes of becoming a member for the CRS. The file also includes an
application and payment form.
“Cahaba River Society.” Facebook.com. Cahaba River Society, n.d. Web. 31 March
2013.
CRS's Facebook has just under 700 likes. The organization uses this medium to
post information about the CRS's current progress, events and more. The volume
of posts increases around event dates.
“Cahaba River Society.” Twitter.com. Cahaba River Society, n.d. Web. 31 March 2013.
CRS's Twitter has 1,723 followers. The organization uses this medium to post
information about the CRS's current progress, events and more. The volume of
posts increases around event dates.
Carmichael, Monica. Personal interview. 1 April 2013.
This interview covered an extensive amount of information about the CRS
including its purpose, publics, programs, events, funding, strengths, weaknesses,
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threats, opportunities and more.
“‘Every Drop’ Fundraiser Event to Benefit Cahaba River Society.” My Green
Birmingham 1 April 2013. Web. 1 April 2013.
This blog post promotes the Every Drop charity event. The post includes a flyer
and text.
Geiss, Chuck. “Naked Birmingham.” Black and White Magazine 2 Aug. 2001. Web. 1
April 2013.
This article is about the smear campaign that launched in 2001 in effort to
discredit the CRS's work. The article examines the effects of the smear campaign
on the CRS.
“Good Day Alabama for April 2, 2013.” Fox 6 2 April 2013. Web. 28 March 2013.
This article promotes the Every Drop event along with other events occurring in
Birmingham the week of April 1, 2013.
Nijhuis, Michelle. “The Cahaba: A River of Riches.” Smithsonian Magazine Aug. 2009.
Web. 31 March 2013.
This article examines the rich diversity of the Cahaba River Society.
"Richard Joseph Salon Spa." RichardJosephSalonSpa.com, n.d. Web. 31 March 2013.
This website features the Every Drop event on its home page and also lists
RJSS's mission statement.
Sheets, Tricia. Personal interview. 1 April 2013.
This interview focused on CRS's policies, water quality programs, management
systems and funding.
Spencer, Thomas. “Alabama’s Cahaba River makes a splash in Smithsonian
Magazine.” The Birmingham News 22 July 2009. Web. 31 March 2013.
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This article applauds the CRS for being featured in the Smithsonian Magazine.
West, Jennifer. Personal interview. 27 March 2013.
This interview covers Richard Joseph Salon Spa's purpose in hosting the Every
Drop event, as well as statistical information about attendance and proceeds.
