Bridging the Divide

2009

Roadmap to Strategic
Conservation
Context
“What we have in the West is truly
unique on a global scale.”
Ray Rasker, Headwaters Economics
The West is critical to
conservation nationwide
Advocates too often clash
with local sensibilities
Enormous conservation
potential goes unrealized
7 Principles of Strategic Conservation

1. Be pragmatic
2. Listen First
3. Build Local Alliances
4. Speak “Local”
5. Raise Authentic Voices
6. Apply Appropriate
Technology and Tactics
7. See the Big Picture
The West: Center
Stage
Why the Rural West Matters

High Ecologic Value

Disproportionate
Political Influence

Shifting Political
Opportunity
The West: Center Stage of American Conservation

Vast Public Land

Active public
debate
Old feuds over
land, water and
wildlife

Source: Dept of the Interior, U.S. Geological Survey

Federal Lands and Indian Reservations
The West is …

Graying
Urbanizing
Torn Between Demographic
Extremes
Changing economically
Ethnically and culturally
diverse
Strategic
Conservation
“Social movements rise and fall on how well
they reflect the public’s values and appetite for
change.”
-- John Russonello, Beldon, Russonello and Stewart
What is Strategic Conservation?

Organizational culture
Knowing success built on
public support
Seeking solutions
Strategic Conservation

Reflects a mainstream
conservation ethic
Mobilizes hearts and minds
Understands values and
core concerns
Americans Support Protecting the Environment

The poll asked adults nationwide, “Please tell me if you completely agree with it, mostly agree with it, mostly disagree with it or completely disagree with it....

There needs to be stricter laws and regulations to protect the environment.”

mericans Distance Themselves from “Environmentalists”

The poll asked adults nationwide, “Do you consider yourself an environmentalist or not?”
Communication Challenges

Increasing skepticism
“Outsiders” often
unwelcome
Confrontational tactics
reinforce negative
perception
Credibility and Relevance

VALUES
Answer: So what? The key that opens hearts and minds

Relevance is Oxygen Primary values Secondary values

• Family/personal • Care for others
Speak to values security • Stewardship
• Personal • Personal fulfillment
Responsibility
• Respect for
• Personal liberty
authority
• Honesty/Integrity
• Love of country or
• Fairness/equality culture
Value-Based Messaging

Your Shared Audience

values values values

Primary Core Values: Security, Prosperity, Responsibility, Freedom, Integrity, Fairness

Messenger Trumps Message

Answer: Who says?

Message alone not
enough
Messenger must
complement
Audience
Why Local?

Real power
“Trusted” often equals
“local”
Local strength --
foundation for state
and national strength
The Seven
Principles of
Strategic
Conservation
Principle 1: Be Pragmatic
Case Study: Washington Wild Sky Wilderness

Goal: Protect lowland

Cascades
Strategy:
•Broad local outreach
•Compromise and
collaboration
•Built support in rural places
and small towns
What Went Right?

Scientifically driven goal

Pragmatic path to success
Community concerns
addressed
Conservationists built broad
coalition
No “rolling the locals”
Principle 2: Listen First
Principle 2: Listen First

Goal: Protect Rosebud

County
Strategy:
• Conservation District
• Focus community
prosperity
• Reach out to broad
constituencies
What Went Right?

Drumbeat around
community values
Pursued a balance not a
ban
Local problem solvers, not
“outsiders”
Principle 3: Build Local Alliances
Case Study: Idaho’s Proposition 2

Goal: Defeat Prop 2,

anti-planning measure
Strategy:
• Head-to-head combat
• Build broad coalition of
Idahoans
• Undermine compelling
argument
What Went Right?

Public opinion research

revealed local values
Campaign built a broad
coalition
They told an effective story
about a “black hat” outsider
Principle 4: Speak “Local”
Case Study: Milltown Dam Removal

Goal: Restore Blackfoot

River
Strategy:
• Demand cleanup
• Highlight clean water,
safety
• And good paying jobs
What Went Right?

Bold vision and clear goal

Support built locally and
statewide over years
Story frame focused on
community values
Principle 5: Raise Authentic Voices
Case Study: Sportsmen & Ranchers Take on Bush Energy Policies

Goal: Deflect Bush Energy

Policy
Strategy:
• Recruit “Gun Rack Pack”
• Engage conservative
sportsmen as lead
spokespeople
• Speak locally and in DC
What Went Right?

Conservationists:
• Put a human face on the
bad policy
• Worked with important
constituents to challenge
Administration
Principle 6: Apply Appropriate Technology and Tactics
Case Study: Oregon BLM Logging Plan

Goal: Curb BLM logging

in Oregon

Strategy:
• What spotted owls?
• Highlight threat to rivers
• Target rural outlets
What Went Right?

New voices deployed

Rural media outlets targeted
Outdoor page 1st – hard
news 2nd
Principle 7: See the Big Picture
Case Study: Protecting the Sierra

Goal: Protect Sierra

Forests
Strategy:
• Work with businesses, agency
and small mills
• Embrace forest thinning projects
• Strategic litigation choices
What Went Right?

Responded to the
community as times change
Promoted solutions
Adapted to new knowledge
Conclusion
Conclusion

Shared values Bridge the

Divide
Credibility and relevance
come from local relationships
Dedication and hard work key
 About Resource Media

Resource Media is a communications shop dedicated to making the

environment matter. We provide media strategy and services to non-
profits, foundations and others who are working to protect communities
and the environment.

We work behind the scenes to foster effective collaboration, develop

messages rooted in common public values and promote sound
environmental policies and practices.

For more information, go to www.resource-media.org