_____________________________________________________________________________________

310 Fort Cherry Rd. McDonald, PA 15057

www.ducks.org
(724) 409-4011

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. Its
main mission was to conserve the fowls habitat. Over the years that mission is still the 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
tourists 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 bird-watching 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:

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:
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:
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 its 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 it 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 its
conversations with the Estonian people about them and Ducks Unlimited Keep a
Birdseye View campaign.
Estonias businesses may work in a different way than it is used to.
o To make sure that DU understands how it runs its businesses DU will work
closely with a partnering organization that works in Estonia so that it can prevent
an issues from occurring,
Estonias property laws may be different from Ducks Unlimited.
o To make sure that DU understands how Estonias property laws work it will work
closely with the government and a partnering organization from Estonia.
Ducks Unlimited ethics may be different than those in Estonia.
o Working closely with government officials will help DU to prevent this problem.

Estonians may have different levels of education.

o Making DUs messages clear, simple, and easy to understand will be better for
getting its messages across. Also working closely with a translator will help to
understand the Estonians language better so it 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 DU will work closely with the government so it knows
what we can and cant say.

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 PentusRosimannus 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
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.
Media
o 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 ecofriendly 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
"Bilateral Investment Treaties." Office of the United States Trade Representative . N.p., n.d. Web.
28 Oct. 2014. <http://www.ustr.gov/trade-agreements/bilateral-investment-treaties>.
"Objective ." Eestimaa looduse kaitsel. N.p., n.d. Web. 29 Oct. 2014.
<http://www.elfond.ee/en/about-elf/mission>.
"U.S. Relations With Estonia." U.S. Department of State . N.p., Jan. 2014. Web. 28 Oct. 2014.
<http://www.state.gov/r/pa/ei/bgn/5377.htm>.
Republic of Estonia. Minister of Environment. Retrieved October 30, 2014.
https://valitsus.ee/en/government-members/minister-environment-keit-pentusrosimannus
Estonia Country Profile. BBC. European news.(2014). Retrieved October 30 2014.
http://www.bbc.com/news/world-europe-17220813
Legal Framework.Estonia Investment Agency. (2014) Retieved October 30 2014.
http://www.investinestonia.com/en/investment-guide/legal-framework
Ducks Unlimited. N.p., n.d. Web. 30 Oct. 2014. <http://www.ducks.org/about-du>.
Tallinn Tourism. Tallinn City Tourist Office & Convention Bureau, 2014. Web. 30 Oct. 2014.
<http://www.tourism.tallinn.ee/eng/map>.
Visitestonia.com. N.p., 2014. Web. 30 Oct. 2014. <http://www.visitestonia.com/en/
holiday-destinations/city-guides/tallinn-the-capital>.
Visitestonia.com. N.p., 2014. Web. 30 Oct. 2014. <http://www.visitestonia.com/en/aboutestonia/estonian-culture/religion-in-estonia>.
Estonia. N.p., n.d. Web. 30 Oct. 2014.<http://www.fao.org/ag/agp/AGPC/doc/Counprof/Estonia/
estonia.htm>.
"Visit Estonia." Estonian Wetlands-Swamps, Marshes and Bogs. Facebook, 30 Oct. 2013. Web.
30 Oct. 2014. <https://www.facebook.com/media/set/?
set=a.383218661751584.90573.268286276578157&type=3>.
About Estonia. (n.d.). Retrieved October 28, 2014, from
http://www.estonianwildlifetours.com/about-estonia/
Birds of Estonia. (n.d.). Retrieved October 29, 2014, from http://www.birdlist.org/estonia.htm
Sweden hit by 'substantial' oil spill: Coast guard. (2011, September 18). Retrieved October 29,
2014, from http://phys.org/news/2011-09-sweden-substantial-oil-coast.html