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/

2. “ Fertilizer is good for the grass on my lawn, how can it be bad for the grass in the river?”

3. Water Words That Work Make a Splash With Your Communications Eric Eckl 4/29/2007

8. It is hard for experts to successfully communicate to non-experts

10. Water is a high priority for Americans Gallup Poll, 2004

11. Water is a high priority for Kentuckians

12. Water is a high priority for Virginians

13. Water Still Tops Global Warming!

14. Confusion

16. “ Biodiversity”

18. TMDL Impervious surface Hydrograph Nonpoint source pollution And so forth… And so on…

21. “ Watershed” Photo: Flickr, Fernando Dall D’aqua

23. “ Watershed” by Education

24. “ Watershed” by Race

25. “ Watershed” by Gender

26. Who They Trust

27. Where they get their information

28. Confusion

29. Diffusion

30. Goodbye: Mass Media Hello:“Nonpoint Source Information”

31. Media Choices are Exploding

33. Source: Advertising Age, February, 2008

34. Two Trendwatchers

35. Recent Trends in News Consumption Pew Research Center: Trends 2005

36. “ Watched TV news yesterday”

37. “ Read newspaper yesterday”

38. “ Listened to radio news yesterday”

39. “ Read a news magazine yesterday”

40. At the same news consumption falls… Roper Starch: Americans' Low "Energy IQ:" A Risk to Our Energy Future, 2002

41. “ Water pollution laws do not go far enough”

42. “ Environmental laws do not go far enough”

43. “ Endangered species laws do not go far enough”

44. “ Wetlands laws do not go far enough”

50. The Water Words That Work Method

52. Step One: Identify Your Shop Talk

53. A: Polluted Runoff B: Stormwater

54. A: Open Space B: Natural Area

55. A: Recreation B: Family activities

56. A: Watershed management B: Land and water conservation

57. A: Family vacations B: Tourism

58. A: Runaway Development B: Sprawl

59. A: Riparian B: Riverbank

60. A: Clean water B: Water Quality

61. A: Endangered species B: Wildlife

62. ? A: Environmentalist B: Conservationist

63. Step Two: Answer Five Questions (Before they ask them)

65. Step Three: Insert the Water Words that Work

69. Take My Side, Not Theirs

70. Step Four: Avoid the Five Pitfalls

74. http://waterwordsthatwork.com