Keep a Birdseye View

Ducks Unlimited Overview:

Ducks Unlimited came about in 1937 after the Dust Bowl had Americans suffering great
lows in our nation. The great drought caused much of the lands to dry over the years and
the duck population in America had begun to experience lows of its own. John C.
Huntington, Arthur M. Bartley, Ray E. Benson, Joseph Palmer Nape vowed to increase
the number of birds that had disappeared during the drought years. This vow took place
on the banks of an old trout creek. Their main mission was conserve the fowls habitat.
Over the years that mission is still a number one reason that Ducks Unlimited is the
number one in wetlands and waterfowl conservation. As of January 2014, Ducks
Unlimited has members in North America, Canada and Mexico. It reaches out to 592,
388 adults and 48,900 youth members in North America, 4,546 members in Mexico and
139, 313 in Canada.

Tallinn, Estonia Overview:

Estonia is a country located on the Baltic Sea. It is across the sea from Finland and shares
its borders with Russia and Lithuania. The capital city in Estonia is named Tallinn. The
city is said to date back to 1124 when Arab cartographers placed it on their map as part of
the known world. With a population of just over 400,000 people Tallinn, popularly
known as Reval, has been named European Capital of Culture. The country Estonia itself
has a population of approximately 1,274,709
people.(http://www.factmonster.com/country/estonia.html) The most frequently heard
languages in Tallinn are Estonian and Russian. English, German and Finnish speakers
however will not have any trouble communicating with the people of Estonia. Religions
have been a struggle to maintain in the country of Estonia. However in this day and age if
you were to visit, you would have the option of a Protestant or Lutheran church sermon
or a Russian Orthodox church ceremony. The land in Estonia equals 45, 277 km2. That is
approximately 11119.74215 acres of land. Mainly dedicated to the mainland, Estonia has
1,500 island and many Baltic Sea islets. A number of lakes make up the geographical
landscape of Estonia. Overall, the land in Estonia is flat. The wetlands are the most
important part of Estonias landscape for our purposes. The marshlands in Estonia are a
high number of 165, 000. 22.3 % of Estonia is covered in swamp like topography.

Summary of Campaign:
Ducks Unlimited plans to partner up with Estonias government and Eestimaa looduse
kaitsel, also known as ELF, to work in Tallinn on conserving the waterfowl habitat. DU
plans on purchasing land in Tallinn that it can restore and create a better environment for
the waterfowl. The company also plans on raising awareness of the waterfowl with the
tourist that tour the wetlands. Once the project is completed DU plans on donating the

land to ELF. ELF is an organization thats main objective is the protection of natural
diversity in Estonia. Preservation of natural landscapes is very important to Estonia and
to raise environmental awareness, which is why donating the land to them to continue the
preservation building and raising awareness would be beneficial for Estonia and DU.

Justification:
Ducks Unlimited is interested in starting from the ground up in Tallinn because of the
wetlands found in the area. Ducks Unlimited holds the conservation and preservation of
waterfowls and wetlands at a high degree of importance. With that in mind, the
collaboration between DU and Estonia comes as second nature. The fact that 22.3% of
Estonia is made up of wetlands is a primary reason for DU to branch out to this
international country specifically. As previously stated, DU supports regions other than
solely North America. The other regions include Canada and Mexico because these
regions contain wetlands and waterfowls.
In order for DU to expand its publics, it is necessary to reach out to provinces that are
comprised of similar issues. It is necessary for Estonia to preserve the wetlands that are
currently located there in order for the wildlife tours to continue which brags of the birdwatching views only found in that area. Estonia is a dreamland for nature lovers but
without the wetlands, this would not hold true (About Estonia). There is a countless
variety of birds found in Estonia such as waterfowls, woodpeckers, owls, divers, swans,
and geese to name a few. Estonia seems to be a secret bird-watcher wonderland that
many people have yet to experience. The birds that make up the air population participate
in massive migrations each year. The Estonian Wildlife Tours state that Estonian bird
fauna consists of approximately 340 natural species: over 200 are nesting birds, around
30 are migrating birds and about 70 are occasional visitors. Many birds are found on
small islands where there are up to 13,000 nesting couples per square kilometre.
Altogether eleven sites in Estonia have been included in the Ramsar list of internationally
important bird areas (About Estonia).
If the wetlands were to cease in existence, it would greatly affect these many species of
birds as well as the mammals and other wildlife that inhabits Estonia. It is necessary to
converse Estonias wetlands because of the potential of tragedies such as oil spills in the
peninsula along the west coast. If history were to repeat itself, it could cause a
devastating loss to the wetlands. There is a threat for potential water tragedies that could
negatively impact the migration patterns of the vast species of birds that call Estonia
home. In 2011, Sweden experienced a major oil spill off the southwest coast of the
country (Sweden hit by 'substantial' oil spill). It was stated that the spill was a result of a
collision between two boats, an accident that could occur just as easily on the coast of
Estonia. It is vital that the wildlife are protected from accidents as well as natural
disasters as much as possible.

Objectives:
Ducks Unlimited wants to make sure that the Estonian citizens are comfortable with its
presence in the city of Tallinn. The company also wants the citizens to know DU will be
adopting some of their practices to help the citizens to be more accepting of them being
there.

Informational:
o To increase Tallinns citizen knowledge of Keep a Birdseye View and to
make sure the citizens know we are working with their government to improve
Tallinns waterfowls habitat by 20% by the end of the campaign on February 4,
2015.
Attitudinal:
o To enhance positive attitudes of the citizens of Tallinn towards Ducks
Unlimited as a company and its effort to understand Estonias culture by 15% by
the end of the campaign on February 4, 2015.
Behavioral:
o As a company DU needs to achieve greater adoption of the citizens of Tallinn
cultural behaviors by 25% by the second week of the campaign.

Challenges:
There is currently a good relationship between the United States and Estonia. Estonia is
very welcoming of the U.S. coming in to start and complete projects that will improve
their country. The U.S. and Estonia have also signed a bilateral investment treaty, which
is a program designed to help protect private investments of a company in one country
invest safely in another country. Challenges that we may come across during the
execution of this campaign would be:

Since Estonians speak Finnish there will be a language barrier.

o To solve this problem the company will get a translator from the area to
work along with us throughout the campaign so that there will not be any
confusion.
Estonia has different religion practices as the United States.
o To solve this problem we will respect Estonias religious practices and
Keep our conversations with the Estonian people about them and Ducks
Unlimited Keep a Birdseye View campaign.
Estonias businesses may work in a different way than we are used to.
o To make sure that we understand how they run their businesses we will
work closely with a partnering organization that works in Estonia so that
we can prevent an issues from occurring,
Estonias property laws may be different from ours.

To make sure that we understand how Estonias property laws work we

will work closely with the government and a partnering organization from
Estonia.
Our ethics may be different than those in Estonia.
o Working closely with government officials will help us to prevent this
problem.
Estonians may have different levels of education.
o Making our messages clear, simple, and easy to understand will be better
for getting our messages across. Also working closely with a translator
will help to understand the Estonians language better so we can make sure
our messages are easy for the Estonians to understand.
Estonians may not have freedom of speech like the United States.
o To solve this problem we will work closely with the government so we
know what we can and cant say.
o

Potential Partners:

Estonias government
o The government of Estonia will be a good partner for Ducks Unlimited in
order for the organization to ensure that the rules and regulations of
Estonia are followed as well as the policies and business standards are
met.
Keit Pentus-Rosimannus
o Pentus-Rosimannus is the Minister of Environment. DU will utilize
Pentus-Rosimannus as a means of reaching out to the Estonian community
as well as translating the goals and ideas that its new international
headquarters will pursue.Kiet will contribute to the campaign as the
representative of Estonia.
Dr. Fritz Reid
o Reid is the Director of Conservation Planning at Ducks Unlimited. He
will serve as the organizations America representative and will attend
face-to-face meetings, hold press conferences with radio and television
stations, and maintain a respectable relationship with Estonia. Reid will
contribute to the campaign as the Ducks Unlimited representation of the
United States of America.
Eestimaa looduse kaitsel (ELF)
o ELFs primary goal is to protect the natural diversity found in
Estonia. This organization will contribute to the campaign by assisting
DU in the efforts of conservation, preservation and upkeep of the
wetlands.
Nature Worldwide
o Nature Worldwide is an organization that strives to reach the goal of
conservation of wildlife all over the globe. The organization conducts
wildlife tours of Estonia and therefore would wish to be involved with the
conservation of the wetlands and wildlife. Nature Worldwide will

contribute to the campaign as a team member of wetland and waterfowl

conservation.

Research:

Culture/Traditions
o Research regarding culture and traditions in Estonia will help to form a
solid relationship between U.S. customs and Russian traditions. Also, the
research will ensure that violations or inappropriate actions are avoided in
both business and communication.
Religion/Freedom
o It is important to under religious customs and the rights of Tallinns
citizens. As a U.S. company, Ducks Unlimited will avoid any practices
that will violate religious beliefs and will strive to support the terms of
each individuals freedoms.
Language
o In order to accomplish sensitivity and appreciation for the culture of
Estonia, it is vital that an interpreter is used to conduct business at all
times. Bridging the language gap is essential to better understand the
territory that Ducks Unlimited will be affiliated with.
Building/Property Laws
o Establishing a strong understanding of building and buying property laws
in a foreign country, especially an environmentally aware corporation such
as Ducks Unlimited, requires research and interpretation. Avoiding
building violations will increase community support of establishing a
strong relationship with an American company.
Environmental Laws/Practices
o Tallinn, Estonia expects every individual of the community to do their part
in preserving the environment. Therefore, it is important that as a
company, Ducks Unlimited has an understanding of the different types of
environmental protection that Tallinn supports. An example of a few of
the established environmental departments are the Environmental
Inspectorate, the Land Board, and the local government.
Financial and Income Reports
o Tallinn, Estonia is centered on banking and investment. On a small scale,
Estonia is a stable and continuing to grow, which is allowing for foreign
investors, such as Ducks Unlimited to become a part of the community.
Understand citizens income, and what they spend their money on,
particularly wildlife conservation, will help Ducks Unlimited establish
targeted publics that will ensure a strong future for wildlife. Also,
knowing the financial history of the city will help to understand the
possible outcome of establishing a conservation that will grow with a
developing city.
Businesses

Media
o

Understanding how local and corporate business operation is important to

the way that Ducks Unlimited will conduct its business. To form
partnerships with these businesses it is important to the success of Ducks
Unlimited and will help to form a community relationship.

In order for Ducks Unlimited to accomplish its preservation goals, it is

important that it understands how to reach the publics. Media outlets will
aid in the spread of information that Ducks Unlimited will use to better
conserve the large bird population that Estonia has.
Foreign Investment
o Tallinn, Estonia is eager to conduct business with foreign countries, and
among the long list of countries that have investor protection rights, is the
U.S. To be able to better understand the equal rights that Estonia provides
for American investors, will help to ensure a strong future for both Ducks
Unlimited and Tallinn.
Public Affairs
o Understanding the way that Estonias government interacts within the
community, and businesses will develop a relationship that will support
the efforts for Ducks Unlimited. Research will be needed to outline
government processes and sectors, as well as become better acquainted
with the men and women in government positions.
Ports/Waterways
o Tallinn, Estonia is a peninsula that is known for having the largest port in
the country. Vast amounts of businesses rely on water transportation
between waterways, and help to aid a stable industrial community. Due to
the access to water, it will also create a more diverse animals species, as
well as possible dangers that may not be found in other areas.
Understanding the diversity of the area will help to establish conservation
strategies that support the native and migratory wildlife.
Habitat/Wildlife
o The primary goal of Ducks Unlimited is preserve and maintain waterfowls
and many other types of birds. Estonia is a country with a fairly mild
climate, with warm summers and snowy winters, which results in a largely
diverse wildlife population. Bears, elks, wolves, geese and waterfowls are
among the variety of common wildlife that the locals support.
Understanding the ecological system of Estonia, will help to create a
successful conservation plan.
Tourism
o Tourism in Tallinn, Estonia is an important part of its economy. Wildlife
tours are among the many options that tourists have to enjoy their time
while in Estonia, so it is important that Ducks Unlimited understand the
role that it will play in becoming a part of the tourism.
Industry
o Manufacturing and Oil Shale technologies are important part of what
keeps Tallinn moving forward in the industrial world. It also helps to
develop a community thats unemployment rates are low and household

income is stable. Ducks Unlimited will need to have an understanding of

the industries that help Tallinn prosper.
Social Responsibility
o Understanding social responsibility of citizens and the businesses that
operate in Tallinn, will provide a guideline for what Ducks Unlimited
should expect to support. Becoming knowledgeable about community
involvement and expectations will help to avoid unnecessary altercations
that might occur if conformity is not accomplished.
Ethics/Values
o Ethical practices and community values may differ from those that the
U.S. may support. Ducks Unlimited needs to operate under Estonias
ethical codes and uphold that values of the community. Avoiding the
violations of Estonias ethical codes will allow for Ducks Unlimited to
maintain community support and appreciation.
Technology
o The U.S. is known for being extremely technologically advanced.
Individuals have access to the latest technologies and utilize them in day
to day life. Ducks Unlimited will need to have an understanding of how
technology is used, not only for businesses, but for individuals as well.
Resources/Energy Efficiency
o Estonia is known for having the largest Oil Shale technologies in the
world. Ducks Unlimited will need an understanding of the process, and
usage of the technologies as well as the other forms of energy efficiencies
that are used. As a company that is focused on land and animal
preservation, it is important that eco-friendly options are available.
Education/Literacy
o Researching the average education levels completed and the literacy of the
community will help Ducks Unlimited to communicate with its publics in
a way that is understood.
Womens Rights
o Ducks Unlimited will strongly benefit from the understanding of any
present female limitations as well as any other prejudices that would differ
from American customs. This knowledge will help to avoid creating any
conflict that may arise from a lack of sensitivity of these issues.
Public Opinion/Reputation
o Researching the opinion of Tallinns citizens on, public policies,
government officials and business operations will help to provide an
understanding of what the public wants to accomplish. Ducks Unlimited
will need to understand public issues and concern in order to avoid
conflict that might damage its relationship with the community.

Representation:
Estonia
The Minister of Environment, Keit Pentus-Rosimannus is part of Estonias Reform Party,
and coordinates fields related to environment and conservation. She helps to maintain the
budget for environmental development and submits proposals on land and animal
preservation. Ducks Unlimited will utilize Keit to reach the community and translate the
ideas and goals that its new international headquarters will pursue.
United States
Ducks Unlimited Director of Conservation Planning, Dr. Fritz Reid, will be assisting in
the development of the projects in Tallinn. He will be considered the U.S. represented for
Ducks Unlimited and will work hand in hand with the operations and communication
between the U.S. and Estonia. Dr. Fritz Reid is an award winning conservationist that
focuses on wetland restoration and development.

Media:
Since the separation from the USSR in 1991, Estonia has rapidly increased its use of
media outlets and has gained a reputation for its cutting edge technology. Television use
is at its highest ratings yet, while printed material such as the newspaper are decreasing.
Estonia uses Facebook and Vkontakte as its primary social media platforms, which is
important for Ducks Unlimited social media use. Estonia was also the worlds first
country to use an E-vote when deciding parliamentary decisions. Estonias citizens also
have the highest degree of internet freedom in over 47 countries surveyed.

Television:
o Eesti Televisioon - public, English-language pages
o TV3 - private
o Kanal 2 - private
Press:
o Postimees - daily, Estonian and Russian-language editions
o Eesti Paevaleht - daily
o Ohtuleht - evening tabloid
o Maaleht - weekly
o Aripaev - business daily
Radio:
o Eesti Raadio - public; four networks including flagship Vikerraadio
o Raadio Elmar - private, music
o Raadio Kuku - first private radio

Parliamentary Republic
Estonia laws are based on a German legal system that does not practice common laws,
but instead creates codes that are categorized as various codifications.

Private Law:
o Civil
o Commercial
Public Law:
o International
o Constitutional
o Administrative
o Criminal
o Financial
o Procedural
Foreign Investment:
o Equal Rights and obligations
o No special restrictions
o International agreements protection
o 31 countries protected
Environmental Law:
o Estonian Constitution.
o Integrated Pollution Prevention and Control Act (forced 01.05.2002).
o Environmental Supervision Act (forced 07.07.2001).
o Environmental Impact Assessment and Environmental Management
System Act (forced 03.04.2005).
o Pollution Charge Act (forced 21.03.1999).
o Nature Conservation Act (forced 01.05.2004).
Planning and Building:
o Building Act (forced 01.01.2003)
o Planning Act (forced 01.01.2003)

Proven Maxims:

A suggested action or appeal, as part of a message or coupled to it, is more likely

to be accepted than a message by itself
o This could be a proven maxim in correlation to the relationship that Ducks
Unlimited and Tallinn, Estonia will be making. The action of working
together could be a greater benefit to both parties than just simply the
message of the conservation of the waterfowl, even though that is very
important!
Participation in, or awareness of, the decision process increases the likelihood
of
acceptance.
o This is another good proven maxim because when making a business deal
or partnership you want the joining company to feel like they are a big part
in the final decision. In international relations, you especially want to

make the foreign company to feel like they are participating in the final
decision in the way that suites their culture and way of life. If this is the
case they will be more willing to accept final decisions that would or
could be made.

Bibliography

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