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Environmental Communications Research and Tools

Title	Author	Description
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AAAS Survey Report	American Association for the Advancement of Science (AAAS) 2004	AAAS conducted a U.S. survey of 2,400 adults in November 2003 to gain an understanding of their attitudes and opinions on marine issues. This report analyzes the participants responses to the ten questions asked in regards to their age, gender, region, education, and marital status. Major findings include the idea that most adults believe that human activity is endangering the Earth`s oceans, yet less than one-third feel empowered to influence positive change.

America's Report Card on the Environment, Second Annual Survey	Woods Institute for the Environment at Stanford University in collaboration with The Associated Press 2007	The second annual installment of Stanford’s national survey on the public’s perceptions of the environment shows that Americans remain pessimistic and want a lot to be done to improve its health. This report compares new results to those from the first installment of the survey, done in 2006.

American Perceptions of Marine Mammals and Their Management	Kellert, Stephen R., for The Humane Society of the United States. 1999	This study is the first comprehensive overview of how Americans view marine mammals. Some key findings highlighted include: most Americans opposed commercial whaling for ethical reasons; supported the protection of marine mammals over commercial fishing interests; objected to captive display of marine mammals in zoos and aquariums unless care was excellent and the education and science benefits were great; and they supported the goals of the Marine Mammal Protection Act and trade sanctions.

AZA Professionals Survey: Knowledge and Perceptions about Assessing the Value of Zoos and Aquariums	John Fraser and Jessica Sickler, Wildlife Conservation Society 2007	This survey, conducted by The Wildlife Conservation Society, was completed by 511 staff and managers at 158 AZA-accredited zoos and aquariums nationwide to assess the public value of a zoo or aquarium in the community. The results suggest that professionals are interested in knowing how their local communities value them and in gaining the skills to conduct visitor study methods to obtain this information. The survey also finds that the size of the institution and the role of the professional matters in terms of determining skill sets. For a copy of this report, contact John Fraser atjfraser@wcs.org.

Beyond Bullet Points	Atkinson, Cliff 2007	Cliff Atkinson is said to be one of the best power point designers around. His book describes a three-step approach for how to create an engaging power point presentation.

Beyond Ecophobia	David Sobel 1999	Article explores what really happens when we lay the weight of the world’s environmental problems on eight and nine year-olds already haunted with too many concerns and not enough real contact with nature. For a further examination of this topic read Sobel’s book by the same title.

Chesapeake Bay Social Marketing Initiative Final Report	Chesapeake Bay Social Marketing Initiative 2005	This final report for the Chesapeake Bay Social Marketing Initiative provides a clear outline of the Chesapeake Bay nutrient run-off problem each spring, and how social marketing was utilized to combat the problem.

Communicating About Ocean Health and Protection: An Analysis of Research	Belden Russonello & Stewart, and American Viewpoint for The Ocean Project 1999	Survey of American adults to understand their connections to the ocean, knowledge of the ocean, awareness of ocean health, perception of human impact on the ocean, personal importance of and support for ocean protection and associated underlying values, environmental concerns, and perceived effective solutions. Based on the survey the American public was split into attitudinal groups and key ocean communication strategies and messages were developed.

Communicating About Oceans: Results of a National Survey	Belden Russonello & Stewart, and American Viewpoint for The Ocean Project 1999	Examines the importance Americans place on ocean health and the potential for building greater saliency; the level of public support for protecting the ocean; and the persuasiveness of specific messages that make the case for protecting the ocean. Background information on the public’s connections, values, attitudes, and knowledge relating to the ocean is also provided. Report also includes a segmentation of the public based on attitudes toward the ocean, including a discussion of demographic characteristics of each attitudinal segment.

Community Culture and the Environment: A Guide to Understanding a Sense of Place	Environmental Protection Agency 2002	Tools and methods for understanding the human dimension of environmental protection. It is designed to provide leaders in the environmental field a means for better understanding community values and processes as they relate to environmental issues, thus resulting in more effective partnerships and approaches to solving environmental problems.

Concern Soars About Global Warming As World's Top Environmental Threat	ABC News, Washington Post, and Stanford University 2007	Climate change now places far ahead of any other environmental problem in the U.S. public’s mind; 33 percent now cite it as the world’s top environmental issue, up from 16 percent a year ago.

Conference on Ocean Literacy Report	National Marine Sanctuary Foundation 2006	The national Conference on Ocean Literacy, held in June 2006, brought together experts to help lay the groundwork for developing a national strategy for creating an ocean-literate society. The participants addressed formal and informal educational activities, and looked for ways to facilitate links among federal, state, local and nongovernmental programs designed to enhance ocean stewardship.

Current Trends in Public Opinion on the Environment: Environmental Compendium Update	Belden Russonello Research and Communications for Communications Consortium Media Center 1996	This memo highlights the trends found in survey data from 1992 to 1995, looking at public opinion on the environment in five main areas: 1) attitudes regarding environmentalism and the environmental movement, 2) the public`s assessment of the state of the environment, 3) the priority assigned to the environment by the public, 4) the environmental issues of most concern, and 5) the role of government in environmental protection.

Decision Making for the Environment: Social and Behavioral Science Research Priorities	Garry D. Brewer and Paul C. Stern 2005	With the growing number, complexity, and importance of environmental problems come demands to include a full range of intellectual disciplines and scholarly traditions to help define and eventually manage such problems more effectively. Decision Making for the Environment: Social and Behavioral Science Research Priorities is the result of a 2-year effort by 12 social and behavioral scientists, scholars, and practitioners. The report sets research priorities for the social and behavioral sciences as they relate to several different kinds of environmental problems.

Environmental and Educational Achievement: Promising Programs and Resources.	The National Environmental Education and Training Foundation 2002	This report is intended as an introductory guide for those new to the environmental education field and the larger educational benefits it has to offer. The ten case studies illustrate particularly promising strategies and practices for integrating environmental education (EE) into educational settings. The stories include EE programs that incorporate elements of service-learning, comprehensive school reform, after-school, project-based learning, science integrated across the curriculum, and arts education.

Environmental Literacy in America. What 10 Years of NEETF/Roper Research and Related Studies Say About Environmental Literacy in the U.S.	The National Environmental Education & Training Foundation. 2005	Overall awareness of simple environmental topics is reasonably high nationwide and there is a very strong nationwide belief in the value of environmental education. While the simplest forms of environmental knowledge are widespread, public comprehension of more complex environmental subjects is very limited. There is encouraging evidence that the public can learn about the environment and complex ecological relationships. That we are far from succeeding in making this a reality is due to the absence of a comprehensive coordinated approach to environmental education.

Environmental Sustainability Report	Umbria 2007	Umbria’s research shows that consumers are increasingly discussing environmental issues in online social media, with nearly 10,000 mentions per week over the course of the summer months. Answers the key questions: Who is taking about the environment? What are the key issues and topics? Why are bloggers engaged in the conversation? How are bloggers taking action?

Ethics for a Small Planet: A Communication Handbook on the Ethical and Theological Reasons for Protecting Biodiversity	The Biodiversity Project 2002	This handbook is meant to be a tool to open a broader conversation on the ethical considerations related to protecting species, habitat, and ecosystems. The purpose of this publication is to help biodiversity spokespersons understand the ethical and religious frameworks in which biodiversity issues are discussed so that they can communicate more effectively with the public.

Focus Group Research Report: Communicating to the Public about Ocean Protection and Marine Reserves	O`Brien McConnell Pearson & West Direct Marketing Services, for Environmental Defense Fund 1999	Eight focus groups were conducted to clarify the state of public opinion on ocean protection, specifically marine reserve proposals. Qualitative information was collected on the emotional connections individuals have with the ocean and their opinions on the current state of the oceans. Barriers of understanding relating to marine reserves were identified and individual reactions to different ads about marine reserves were noted. Twenty-two recommendations regarding marine reserve proposals resulted from these focus groups.

Fostering Sustainable Behavior	McKenzie-Mohr, Doug, and William Smith 1999	This book is the primary resource for the emerging new field of community-based social marketing, and an invaluable guide for anyone involved in designing public education programs with the goal of promoting sustainable behavior, from recycling and energy efficiency, to alternative transportation.

Future Environmental Priorities in North America: A summary of responses to a questionnaire	North American Commission for Environmental Cooperation. 2001	Survey polled the online American public to understand their vision of what the North American environment will look like 20 years from now. Two thirds of survey respondents believe that the state of the environment will be worse in 20 years, while even the third that believe the environment will be in better shape still think that more environmental degradation must occur first before enough people will sit up and take notice of the situation. The report includes the reasons given by respondents for environmental deterioration or improvement and their opinions on the biggest environmental problems that will confront us in the future. The questionnaire was informal and does not represent a random sampling of the population.

Getting in Step: A Guide For Conducting Watershed Outreach Campaigns	Environmental Protection Agency 2003	The purpose of this guide is to provide the tools needed to develop and implement an effective outreach campaign as part of a state or local water quality improvement effort. This guide takes people through a comprehensive six-step outreach process, from establishing goals to project evaluation.

Getting Your Feet Wet with Social Marketing: A Guide for Watershed Programs.	Wilbur, Jack. Utah Department of Agriculture and Food. 2006	The first eight chapters of this book walk the reader through the social marketing process using water examples from Utah and throughout the country. The final four chapters offer short case studies of successful water-related social marketing efforts. The appendices are filled with worksheets, checklists, lists of additional resources and samples of audience research documents.

Getting Your Message Out Through the Media	Weinreich, Nedra Kline 2004	A brief article with tips to help get your message across through standard media channels in a beneficial way.

How Aware is the Public of Carbon Capture and Storage?	Curry, T.E., D.M. Reiner, S. Ansolabehere and H.J. Herzog. 2004	A survey of 1,200 people in 2003 by MIT researchers shows that climate change and the threat of global warming are poorly understood by the US public, and that taking action to reduce their impact is not a high priority. Subjects were also unfamiliar with technology used to reduce climate change.

Human Values and Nature`s Future: Americans` Attitudes on Biological Diversity: A Summary of Findings from a National Survey	The Biodiversity Project 1996	This analysis identifies key values and messages for communicating the impact of the loss of species and habitats and describes specific audiences for information about biodiversity. The survey it was based on is different than many others on environmental issues because it measures the values that underlie Americans` feelings about the environment. The quantitative findings of this survey complement the qualitative findings of the 1995 focus groups.

In the Spirit of Collaboration: A Presentation of The Ocean Project	The Ocean Project 2000	Based on comprehensive public opinion research, the presentation indentifies underlying factors for a lack of greater ocean conservation action among the public. Explains the tested elements of an effective ocean message and includes a strategy for developing public communications about the ocean that will increase awareness, concern, and lead to greater conservation action. Case studies of this strategy in action at aquariums and elsewhere are included. The presentation also includes background information on The Ocean Project and its initiatives for this strategy to be applied at zoos, aquariums, museums, and conservation organizations.

Inside the Frame	Flash, Buzz 2004	This report offers information on a new technique of structuring communication for debate and getting the message across audiences.

Institute for Learning Innovation. Conservation Impacts Study: National Aquarium in Baltimore.	McKelvey, Leslie M. et al. 1999	This report addresses the overall short and long-term impacts of an aquarium visit on the conservation knowledge, attitudes, and behaviors of the general visitor. It assesses four main aspects: (1) in-coming conservation knowledge of visitors; (2) patterns of use and interaction with exhibitions; (3) exiting conservation knowledge of visitors; and (4) how the aquarium visit has altered or affected individual conservation knowledge, attitudes, and behavior.

International Polling on Climate Change - A WorldPublicOpinion.org Analysis	WorldPublicOpinion.org, a project of the Program on International Policy Attitudes 2007	A new analysis of 11 recent international polls on climate change conducted around the world by BBC/GlobeScan/PIPA, the Pew Research Center, GlobeScan, WorldPublicOpinion.org/Chicago Council on Global Affairs, the German Marshall Fund, and Eurobarometer. Analysis shows high international awareness, acceptance of climate change as a human caused problem, and support for taking strong action. Analysis also covers public opinion on options for confronting climate change.

Journey to Planet Earth: The State of the Ocean’s Animals, Summative Evaluation	Goodman Research Group, conducted for Screenscope, Inc. and American Association for the Advancement of Science 2007	An evaluation of the influence of the State of the Ocean’s Animals program on a sample of TV viewers, and the scope and impact of the outreach programs conducted by the museums and science centers. Overall assessments of the TV and outreach programs were overwhelmingly positive and both were effective in increasing knowledge and interest in environmental issues. The report includes recommendations for further improving and broadening the reach of similar programs.

Lessons from the Environment: Why 95 % of Adult Americans Endorse Environmental Education.	Roper Starch Worldwide, conducted for The National Environmental Education & Training Foundation. 2001	The 2001 Annual National report Card on Environmental Attitudes, Knowledge, and Behavior examines why the overwhelming majority of adult Americans support environmental education in schools despite their own lack of environmental knowledge. Specifically they explored attitudes on balancing the environment and the economy, the state of environmental knowledge, and participation in environmental activities.

Life. Nature. The Public. Making the Connection. A Biodiversity Communications Handbook.	The Biodiversity Project 1999	This handbook is the "best of" the Project`s recommendations and resources on how to create a communications strategy about biodiversity. The handbook contains information on public opinion, objectives for raising awareness, key audiences and points of access, tips for developing values-based messages and examples of successful messages. It is available for $15. Contact The Biodiversity Project at (680) 250-3513.

Marine Mammal Poll	Alliance of Marine Mammal Parks and Aquariums 2005	Poll conducted by Harris Interactive found that dolphins are the favorite animal among aquarium visitors. Also, 97 percent of respondents agree that marine life parks, aquariums and zoos play an important role in educating the public about marine mammals they might not otherwise have the chance to see and 93 percent agree that visiting these facilities can inspire conservation action that can help marine mammals and their natural environment.

Ocean Project: Highlights of National Survey	The Ocean Project 1999	At the moment, Americans are unaware of the threats to ocean health and they greatly underestimate their own role in damaging the oceans. The public values the oceans for their recreational and emotional aspects, but their understanding of why we need the oceans is superficial. Consequently, while many Americans express an emotional connection to the oceans, awareness and concerns about the oceans’ health are low. Aquariums, zoos, and museums have a unique opportunity to educate the public about the importance of oceans.

PPIC Statewide Survey: Californians and the Environment	Mark Baldassare, for Public Policy Institute of California. 2006	This survey builds on a November 2003 survey from PPIC`s environment series that offered the first comprehensive analysis of the public`s perspectives on the wide range of marine and coastal issues confronting California today. The survey investigates Californians` views on ocean and coastal conditions in the state, their policy preferences and lifestyle choices in relation to the ocean and coastal areas, and their perceptions of state and federal efforts in the environmental arena.

Public Attitudes Toward Zoos, Aquariums, and Animal Theme Parks. Commissioned by Sea World.	Roper Starch Worldwide. 1995	This study was carried out as an update of a benchmark survey first conducted in 1992 by Roper Report for Anheuser Busch. The intent of the study was to identify public attitudes and opinions toward animal facilities. Nine out of ten Americans believe zoos and aquariums are essential to educating the public about animals, and most believe education is most important function of these institutions.

Public Knowledge and Attitudes About Coral Reefs	Edge Research, conducted for the Coral Reef Foundation and SeaWeb. 2002	This was the first nationwide public survey conducted on coral reef issues. The report finds that although Americans feel they know little about coral reefs, they are concerned about reef health and are willing to take action to protect reefs.

Public Opinion Research: Overfishing and International Fisheries and Oceans Governance	Environics Research Group Limited, conducted for Fisheries and Oceans Canada 2005	A survey of Canadian opinion on fisheries issues covering the following areas: a) awareness of actions on overfishing/illegal fishing, b) importance of taking steps to stop overfishing/illegal fishing, c) most effective approach to problem of overfishing/illegal fishing, d) most important long-term priority, and e) concern about the future of local and global fish stocks and why. Opinion research effort included focus group research to gain a better understanding of the views, attitudes and perceptions of the overfishing issue among different segments of the Canadian population.

Religion and the Environment: Polls Show Strong Backing for Environmental Protection Across Religious Groups	Pew Forum on Religion & Public Life 2004	Polls shows that concern for the environment transcends religious affiliation, in opposition to other hot button topics such as abortion, gay marriage, the death penalty, etc. Backing for the environment occurs in virtually every group, and support runs quite deeply.

Review of Existing Public Opinion Data on the Ocean	The Ocean Project 1999	Analysis of public opinion research on the ocean from 1992-1999. Covers how the ocean and the environment rank in comparison to other issues; how people value the ocean - their personal connections to the ocean and its impact on their daily lives; awareness about the roles of the ocean, ocean issues, the condition of the ocean, and human impacts on the ocean; seafood consumption; the language people use to describe the ocean and messages and messengers that are effective in communicating about the ocean; support for various ocean policies and people’s willingness to take personal actions to protect the ocean.

Review of Public Attitudes towards Marine Issues within and Beyond New Zealand.	Allison Arnold. Doc Science Internal Series 170, published by the New Zealand Department of Conservation. 2004	This paper reviews current research on public opinions in New Zealand as well as the United States, Scotland, and Canada. Includes a discussion of the future of marine conservations and the directions it needs to take in the future.

Rising Environmental Concern in 47-Nation Survey	Pew Global Attitudes Project 2007	This report contains public opinions gathered from 47 nations on global climate change, including the world`s public opinion of which nations hold the most the blame for pollution and climate change.

Summary Analysis of Six Focus Groups	The Ocean Project (conducted by Belden Russonello & Stewart, and American Viewpoint) 1999	Explores the public’s connections, values, attitudes, and knowledge relating to the ocean. Also provides recommendations about what needs to be communicated to build awareness and to increase people’s concern about the health of the ocean.

The Marketplace for Sustainable Seafood: Growing Appetites and Shrinking Seas.	Seafood Choices Alliance. 2003	This report draws together known information on the US seafood market and fisheries and research on consumer attitudes towards seafood. Results show that while few Americans are knowledgeable about where their seafood comes from and the consequences of eating it, a significant number would be willing to support more sustainable options if they became available.

The Millennium Survey.	TNS Intersearch, conducted for the Heartland Institute. 2000	This widespread poll, with over 50,000 respondents from over 60 countries, sought the public`s knowledge of and opinions on the state of the world`s environment. Troublingly, 62 percent of Americans responded that the present state of the environment is very or mainly satisfactory. Additionally, while the issue of vanishing rainforest remains foremost on the public`s mind, very few rank the ocean as an area of concern.

Tools of change: proven methods for promoting environmental citizenship	National Round Table on the Environment and the Economy 1998	This workbook provides step-by-step guidance in the use of community-based social marketing. You may also wish to visit the website that is based upon this workbook: http://www.toolsofchange.com/.

Top-line Analysis of Public Attitudes toward National Marine Sanctuaries and Ocean Protected Areas.	Mellman Group, The, conducted for SeaWeb. 1999	This 4-page memo reports the results from a national survey of 800 adult Americans with an additional 250 interviews among those living in coastal states regarding their attitudes towards marine sanctuaries. The survey suggests that there is broad support for increased protection of ocean places. Nine major conclusions were drawn from the survey including individual perceptions of topics such as pollution, coastal versus deep ocean areas, and the effectiveness of current regulations.

U.S. Survey Results on the Environment, Trade, and Campaign Finance Reform.	Global Stewards. 2004	This organization compiled results from a long list of separate polls and combined them to take the temperature of the nation on the issues of the environment, trade, and campaign finance reform. A good source of broad information on the American public`s thought process.

Why Zoos and Aquariums Matter: assessing the impact of a visit to a zoo or aquarium.	Association of Zoos and Aquariums 2007	This report is a useful tool to help determine the impact of visiting a zoo or aquarium. The results found that visiting a zoo or aquarium have a direct impact on how people view themselves as part of the solution, and helps them identify environmental problems. The study found that visitors are ready for more information on how they can be a advocate for the environment.

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