This presentation discusses how to engage non-traditional audiences in river conservation efforts. It notes that the US population is becoming more diverse, but these groups participate and have knowledge about watersheds at lower rates than average. It recommends using words that focus on family, nature and health when communicating with these audiences. The presentation also suggests using social networks and word-of-mouth instead of traditional media channels to effectively reach non-traditional groups.

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. Making Rivers Relevant Reaching Out to Non-Traditional Audiences Eric Eckl, May 13, 2008

4. Us

5. Them

6. Education Source: U.S. Census

7. Race 2000 2050 Source: U.S. Census

8. Their Participation

9. “ Several Times Per Month” Source: Outdoor Recreation in America , Roper Starch

10. “ Activities Per Year” Source: Outdoor Recreation in America , Roper Starch Photo: National Park Service Rivers and Trails Conservation Assistance

11. Their Knowledge

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

14. “ Watershed” by Education

15. “ Watershed” by Race

16. “ Watershed” by Gender

17. Changing Channels

18. Ending: The Era of Mass Media Beginning: The Era of Nonpoint Source Information

19. Where they get their information

20. Media Choices are Exploding

22. Two Trendwatchers

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

24. “ Watched TV news yesterday”

25. “ Read newspaper yesterday”

26. “ Listened to radio news yesterday”

27. “ Read a news magazine yesterday”

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

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

30. “ Environmental laws do not go far enough”

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

32. “ Wetlands laws do not go far enough”

37. Ready to make the leap? Photo: National Park Service Rivers and Trails Conservation Assistance

39. Right Story Group Activities Photo: National Park Service Rivers and Trails Conservation Assistance

40. Right Story Family Activities Photo: U.S. Army Corps of Engineers

41. Wrong Story! Solitude Photo: U.S Natural Resources Conservation Service

45. Wrong Channel

46. Success Story Photo: National Park Service Rivers and Trails Conservation Assistance