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Building Support for Management Practices: Public Relations Advantages

Learn how effective public relations can inform and garner support for managing invasive species. Explore communication strategies, desired outcomes, and the importance of engaging communities. Discover resources and best practices for successful PR initiatives.

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Building Support for Management Practices: Public Relations Advantages

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  1. Building Support for Management PracticesPublic Relations Advantages By: Gina Tedesco, Manager, Public Relations Edith Makra, arborist and Community Trees Advocate The Morton Arboretum September 29, 2009

  2. We’ll Cover… • What is PR? • Importance of communicating about invasives • Desired outcomes • Managing fear • Communication Plan • Getting the message out • Resources

  3. What Is PR? • A story in the newspaper? • Two way flows of communication to achieve mutually-beneficial relationships Municipalities/others should be proactive in reaching their audiences

  4. Closed System Feedback City or Company/ Processes Favored Conditions + or - about conditions Internal Changing/maintaining favored conditions Variations in Community

  5. Open System Feedback City or Company/ Processes Favored Conditions + or - about conditions Internal Changing/maintaining favored conditions Output Input Variations in Community

  6. Open System: 2-Way Communication Feedback City or Company/ Processes Favored Conditions + or - about conditions Internal Changing/maintaining favored conditions 2-Way Variations in Community

  7. Why Communicate about Invasives? • Clear up misconceptions that could thwart public support • Create public confidence in your leadership • Make the case for funding and cooperation • Solicit cooperation

  8. Outcomes Desired • Create value for urban forests • Highlights need for support resources; staff • Behavior modification. Examples: • Don’t move firewood • Enhance tree health • Image management • Convey competence, confidence, control

  9. Manage Fear: Proactivity • Example: Chinese wasps: Citizen misconceptions • “They’ll sting me” • “They’ll be obnoxious, buzzing nuisances” • “They’ll be out of control, attacking everything” • Antidote • Lean on the experts; report their research • Explain it to public • Result: Managers will look effective

  10. Communication Plan • Who will speak, what will they say? • Objective • Call to action? • Educate? • Key messages: boiled down to 2 sentences • Repeat messages • ASK FOR WHAT YOU NEED!

  11. Getting The Message Out • Your website (2-way) • Your Facebook page, Twitter (2-way) • News conference • Local cable access • Signage at municipal buildings • Inserts with municipal bills

  12. You’re Not Alone • Resources • The Morton Arboretum Website: • Downloadable PowerPoint to educate managers • Educational brochures, pamphlets, posters • Lists of trees for reforestation • Pesticide information sheet

  13. Lean On Experts – Best Practices • Efficiency for you – no “reinventing the wheel” • Bolsters credibility for your efforts

  14. Bottom Line… • Embrace opportunities to inform the public • Press: valued partner • Be proactive • Lean on the experts • Collaborate

  15. Collaboration • Successes in Illinois stem from team work • Consensus plan • Communications network • Defined key goals, issues, message • Groom spokespersons and use your best talent

  16. Get in Front of the News • Practice with small news items • Know what you want to say before an interview • Monitor invasive news and anticipate media interest • Initiate press conferences • Stage photo ops to underscore messages

  17. An Educated Constituency Supports Good Decisions Repeat key messages  i.e. • know how to identify an ash tree • monitor for health • seek advice from certified arborists • plant a diverse landscape • consider value of tree in treatment decisions Identify credible resource for more information

  18. Summary Successful Public Relations and Two Way Communication Informs and Builds Support for Management of Invasives

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