Water Resource Management in the Crown of the Continent Ecosystem
and the Emergence of Watershed Partnerships: A Communication Campaign Plan
Brooke Stallings 12 May 2014
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Rationale The United States is facing an ever-expanding water crisis, and the problem is two-fold encompassing a decrease in both the quantity and the quality of a precious natural resource. Water conservation is critical to the wellbeing of humanity and the world in which we live. The implications of continued mismanagement are severe economic and social stresses, as well as overwhelming ecological threats. Water resource issues have always been of importance to the agricultural industry, yet agriculture has proven to be a significant source of degradation to U.S. waters. Irrigation is the second largest cause of water withdrawals in the U.S. (Total Water Use, 2009). The way the land is treated impacts the quality and quantity of water as well as the availability of other natural resources. The rapidly increasing population in the U.S. alone is cause for urgent action, and, combined with climate change, is guaranteed to exacerbate water resource problems in the future. Agricultural and industrial production will need to escalate to keep up with the increasing demands of a vastly larger population. Few watersheds are managed exclusively for water; most are managed for some combination of uses. Almost every land use puts some pressure on a watershed and has the potential to adversely impact water quality. The more these land uses increase, the greater the pressure that will be placed on any given watershed. The additive effects of continued individual actions and decisions can be very harmful to ecosystems. Therefore, watershed management planning must be conducted within a broader framework of land and resource management, thereby managing resources for the benefit of the American people while ensuring the productivity of the land and the protection of the environment (Curtis, 2010, p. 183). Landowners living in Flathead County of northwest Montana must be made aware of the importance of water conservation and the critical role they play in conservation efforts as inhabitants of the Crown of the Continent ecosystem, a major headwater of North America. Satterlund & Adams (1992) make the point that few landowners are likely to conduct practices if they are made aware of a high risk of damaging a water supply that they use (p. 407). Assuming their assertion is valid, education and communication should be very effective tools for motivating area farmers and ranchers to take positive action. Through involvement with collaborative watershed partnership groups and the utilization of financial assistance 2
opportunities, farmers and ranchers can help secure water supplies for present and future generations while benefiting both the economy and the environment. Goals The short-term goal of this project is to increase awareness among Flathead County farmers and ranchers of the reality of the water crisis and of the importance they have as stakeholders within their local watershed. A concurrent goal would be the establishment of a local, multi-agency watershed partnership which interested parties and key stakeholders would be encouraged to join. Increasing cognizance among farmers and ranchers of best land management practices that are environmentally-conscious and that will increase overall watershed health is essential to the success of this plan. These short-term goals lead directly to three long-term goals, which will take between one and five years to accomplish. These include 1) an increased participation in the watershed partnership, which will be a natural platform for the continued dialogue concerning watershed health between members of the local watershed and land managers. The fostering of this dialogue should ideally lead to 2) an increase in the enrollment of farmers and ranchers in financial incentive programs for watershed conservation that promote soil conservation, efficient irrigation, and minimal/efficient use of chemicals, among other sustainable practices. The resulting participation and actions could 3) begin to effect an improvement in water quality in the local watershed in as few as five years. Audience Given the history of agriculture and cattle-grazing in Flathead County, the large amount of private land owned by agricultural producers, and the knowledge that extensive cattle grazing and agricultural production cause significant degradation to watersheds, the population to target with information on water resource management and protection is farmers and ranchers. While the target audience initially identified for this project was a broad age range of farmers and ranchers in Flathead County, Montana, for this communication campaign plan the group will be narrowed more specifically to farmers and ranchers in the age group of 45 65, since the majority of farm operators are between ages 45 and 64 (Census: Demographics). This plan 3
purposefully does not include the youngest generations of farmers and ranchers. While they are important because they will eventually run the farms, they typically are not yet in charge of the ultimate operational decisions of the farms or ranches. Also, in some cases the younger members of this audience are engaged in obtaining higher levels of schooling to learn more about how to run the businesses they will inherit in a professional manner, and thus may be the easiest to persuade to try innovative measures. In addition, the average age of farmers in the U.S. is 57, which has risen from 52 during the last 20 years (Census: Farmers by Age). The fastest growing group of farm operators is those 65 years and older, while the number of operators under age 25 is decreasing sharply (Census: Demographics). It is also interesting to note that the percentage of principal operators 65 years and over is highest in the South and West. (Census: Farmers by Age). Other interesting demographics of this group include a median pay of $69,300 per year and average education level of high school diploma or equivalent (Occupational Outlook Handbook, 2014). Many of the individuals in the target audience of farmers and ranchers age 45 65 are likely to show more conservative tendencies in their psychographic characteristics. Montana is the fifth most conservative state in the United States (Swift, 2014). Therefore, it is very likely that members of the target audience most often affiliate with the Republican Party, as well. In addition, Montana is predominantly Christian, with nearly equal numbers of Protestants and Catholics; the largest memberships of Protestant denominations are the Evangelical Lutheran Church, the Church of Jesus Christ of the Latter-Day Saints, and the United Methodist Church (Montana Religions). Therefore, while it is reasonable to conclude that the target audience identifies with the Christian religion, it would be unrealistic to extrapolate further details. Ranchers and farmers have a strong connection to the land, since their livelihoods depend on their use of the land. In some cases, they also have a family heritage of living on that land. The lifestyles of members of this community feature a strong preference for outdoor activities such as hunting, fishing, horseback riding and other recreational activities. Members of this group would also be likely to participate in organizations such as the Rocky Mountain Elk Foundation, the Wild Sheep Foundation, Trout Unlimited, and the Bob Marshall Wilderness Foundation, all of which promote the conservation and preservation of wildlife and habitat. 4
Messages The messages presented in this communication plan are intended to promote the short-term goals of the campaign, but will consequentially affect the long-term goals as well. The key messages of this campaign include the following: Our country is facing a water crisis- land uses are increasing, putting greater pressure on watersheds. Water conservation is critical to the wellbeing of every living thing. Land management practices that are more environmentally-friendly must be used to protect water resources. Participation in a local watershed partnership program can provide community members with helpful information and financial benefits.
Several objections stand as barriers to communication of these messages to the target audience. Often, people are more resistant to change when there is uncertainty or mistrust. Due to their largely conservative political and religious orientations, this group might be skeptical about the scientific validity of the underlying factor of climate change, which is often viewed as an issue of political agenda rather than of scientific debate. Because this group might be slow to acknowledge the urgency of the situation, the discussion of the water crisis as it relates to environmental change must use evidence that the group can verify within the frame of their own experiences. The campaign must convince the audience that there is a water crisis, and that it does affect them; their level of concern may better be heightened by the presentation of tangible evidence than theoretical argument. Another challenge is the pre-existence of competing advocacy coalitions that are based on the dichotomy between environmental interests and economic growth/ property rights interests. Members of the target audience may view attempts to manage water resources at the ecosystem level as an inappropriate challenge to private property rights. In addition, education level may prevent some members of this group from taking action. While not necessarily true of younger agriculture professionals, older farmers and ranchers started their careers early in life, rather than pursuing a higher level of education (Occupational Outlook Handbook, 2014). People with a lower level of education may tend to be more comfortable doing things the way they have been 5
taught and have always done them; they may be less likely to pursue or embrace new methods based on the latest research or scientific findings. Despite these potential barriers, an important factor may work in favor of the success of this campaign. The strong connection that farmers and ranchers have with the land, both as a means of income production and as a setting for a variety of beloved outdoor recreational activities, is one such factor. The desire of these farmers and ranchers to protect critical habitat and preserve the land for their families and future generations should motivate them to take action and participate in conservation activities such as a watershed partnership. To help the target audience better understand the position of this campaign, several visual images will be used. The use of contrast will be essential. The campaign will depict an image of healthy, pristine streams with farmers and ranchers using sustainable and environmentally-friendly practices. This will be contrasted with a fly-fisherman wading in a murky, brown stream and looking irritated because hes not catching any fish. Another image is a gathering of stakeholders, including farmers, ranchers, and land managers at a community watershed partnership meeting, planning a workshop on sustainable farming and grazing practices. Given the intended messages of this campaign and the potential arguments against these messages, several potential campaign statements include the following: Everyone lives in a watershed, both upstream and downstream from others. Consider your neighbors. Protect your land and your water resources for future generations. Will your grandchildren love the Montana you leave behind? Its not too late to start practicing conservation. The best spokesperson for this campaign is not just an individual from the target audience, but one who has successfully adopted sustainable farming practices. Due to the fact that across age groups, farm and ranch operators are largely male (86%), and that the majority of them are between 45 and 64 years of age, this individual should be a male farmer or rancher in his fifties (Census: Farmers by Age). The members of the target audience will be likely to identify with this spokesperson because they recognize their shared values given their similar political and religious views, lifestyles, and socio-economic positions. Since farmers and ranchers are more 6
likely to trust the experience of other farmers and ranchers than the recommendations of researchers, a member from the target audience who has adopted new techniques will prove to be a great asset to the campaign (Kroma and Flora, 2001). An additional spokesperson for the campaign would be a leader from a local watershed partnership group. This individual would add strength to the campaign because, while he/she may represent a different background and frame of reference, he/she is likely to understand the needs of this particular group of landowners and also will want to help them improve their land management practices in a way that would be beneficial not only for the watershed but also for the livelihoods of the members. Media Media plays an essential role in spreading information about and raising awareness of the issue of water conservation. While traditional forms of media include video, radio, print media, internet and email, the media for this plan need to be chosen carefully since the audience to be reached is rather specific. In order to have the greatest success in reaching the target audience, this awareness campaign will use multiple integrated media types including both traditional mass media as well as methods of community-based education. Community outreach will be important in creating interest among the target audience as well as inspiring the community to take ownership. Creating awareness and sparking involvement at the community level will take the form of information dissemination at town meetings, as well as setting up booths and producing flyers to distribute at local events. Events at which it would be beneficial to have a large presence would be those that have a significant attendance by the targeted audience, such as local farmers markets, rodeos at the Majestic Valley Arena and fairs at the Flathead Fairgrounds in Kalispell, Montana. Studies conducted in 2010 by the Pew Research Center for the People and the Press indicate that overall in the U.S., while television remains the most widely used source for Americans to gather national and international news information, this number is declining, and the internet is increasingly becoming an important information source; this increase in internet use has just surpassed newspaper use in the past several years (Internet Gains on Television, 2011). According to the studies comparing the use of television, newspaper, radio, and internet for 50 to 64 year olds, in the early part of this century, internet was the least used source of news, falling just behind radio. However, within the past decade the use of internet has surpassed radio usage 7
with the result that the use of radio is at the lowest (15%) while internet use stands at 34%, while newspapers (38%) are barely leading. Still television (71%) is the most commonly used media source for this age group (Internet Gains on Television, 2011). Since internet use remains strongly correlated with age, educational attainment, and household income, another significant part of the study to examine is media use as it relates to education level. For those with no more than a high school education, the same Pew report notes that television use is the highest, at 75%. Newspaper and internet are equal sources of news for this demographic, at 29%, which is lower than for groups with higher levels of education (Internet Gains on Television, 2011). From a study targeting farmers, it is important to note that the number of farms with internet access is determined to be 63% for operations run by farmers of 45 to 64 years of age, which is not vastly different than the 68% for operations run by farmers less than 45 years of age. (Census: Farmers by Age). Based on these findings, this campaign plan will emphasize television as a major media platform for disseminating information, although the use of print media and internet will also be very important. Therefore, this campaign use a series of public service announcements (PSAs) delivered through broadcast television. These PSAs will be distributed to local television broadcasting stations throughout northwest Montana that host the broadcasting companies ABC, CBS, FOX, and NBC. NBC Montana will be targeted primarily because it includes the stations KECI-13 (NBC-Kalispell), KCFW-9, and KTVM-6, which cover roughly 45% of Montana with full-power very high frequency (VHF) television stations in Missoula, Butte, and Kalispell (KCFW Coverage Area). Also, PSAs will be disseminated to KTMF-AB (ABC-Kalispell), KTMF-FO (FOX- Kalispell), and KPAX-8 (CBS- Kalispell) (Stations for Kalispell). Due to the large breadth of these companies' broadcasting spans, many individuals in northwest Montana will be reached. One benefit of using this method of media is that it is typically free of charge. However, it does have the limitation of the broadcaster choosing how often and when to run the PSA. Therefore the PSAs should be available for broadcast for a year in order to maximize the number of people in the target audience reached. 8
In addition, press releases will be sent to the following local newspapers: Daily Inter Lake, Hungry Horse News (edition of Daily Inter Lake), Bigfork Eagle (edition of Daily Inter Lake), Whitefish Pilot, Missoulian, Flathead Business Journal, Independent Record, and Tobacco Valley News. For this particular target audience, sending press releases to a few specific magazines such as the Spokesman, which is Montana Farm Bureaus quarterly membership magazine, or publications such as Rural Montana, which is the magazine of Montanas Electric Cooperatives Association, could also be beneficial in reaching the group. A significant portion of this campaign will be devoted to the creation of an informational website that is tied to the PSAs and newspaper/magazine press releases in order to further engage the increasing number of internet users in this age demographic and provide more information about the campaign. Due to the fact that this target population is likely already associated with and receives information from a number of advocacy groups, several organizations will be contacted about putting a link to the informational website on their own website in order to prompt more internet users to view it. The American Farm Bureau Federation, a nonprofit organization that works to enhance the lives of rural Americans and strengthen agricultural communities, would be a good organization to contact since farmers and ranchers relate to this group and trust this resource (American Farm Bureau Federation, 2013). In addition, the Montana Watershed Coordination Council is an inclusive partnership that aims to enhance, conserve, and protect natural resources and sustain the high quality of life in Montana for present and future generations (Curtis, 2010, p. 13). Its goal is to promote effective communication, coordination, and networking between community-based groups and public agencies. The new webpage will also provide links to other sites that deliver information about watershed conservation. These links will be to both private groups, such as the Society for Range Management, and government agencies, such the Natural Resources Conservation Service of the U.S. Department of Agriculture, as well as the WaterSMART program of the Bureau of Reclamation, which provides grants for sustainable water use (Bureau of Reclamation, 2011). Another important function of the website will be to provide a wealth of information on available financial incentive programs that promote sustainable practices. It will encourage farmers and 9
ranchers to take advantage of the Environmental Quality Incentive Program (EQIP) a component of the Farm Bill that provides technical and financial incentives to private landowners for implementing conservation practices on agricultural lands. This program offers reimbursement payments for a variety of conservation practices including but not limited to irrigation efficiency, grazing management, forest health and wildfire protection, etc. (EQIP Info). With the recent onslaught of EPA regulations, farmers and ranchers will be required to take more actions to decrease water quality degradation. However, they can receive payments as an incentive to proactively improve their environmental practices. Participating in a collaborative group and developing solutions to water resource issues may prove beneficial by allowing participants to avoid the even higher costs and economic uncertainties generated by conflict in regulatory agencies, the courts, and the federal/state legislative processes (Lubell et al., 2002, p. 152). Some farmers, anticipating further regulations, are trying to be proactive. For example, some have been testing equipment that injects fertilizer under the soil, which aids in the prevention of runoff while also putting fertilizer closer to plant roots (Regulation nation, 2011). This technique uses a reduced amount of fertilizer, but yields a greater crop. While such measures are not yet mandated, their early implementation demonstrates that the market, rather than heavy-handed regulations, can work to encourage responsible use of the environment. Financial incentives would help reduce resistance based on apprehension about the negative impact that new innovations could have on farm/ranch profitability. Budget and Production Budget Component Cost Total Cost Production of PSA for television $2500 $2500 Script-writer for PSA $50 per hour for 10 hours $500 Spokesperson for PSA $40 per hour for 5 hours $200 Airtime for PSA Complimentary on local television stations n/a Cost to mail media kit of PSA to local television stations $15 per station for 6 stations $90 PSA for local television news stations: $3,290 Development of press releases $750 $750 10
Cost to email press releases n/a n/a Press releases for local newspapers and magazines: $750 Web designer $1500 $1,500 Purchasing domain name $100 $100 Annual renewal of domain name $50 per year for 4 years $200 Website maintenance $200 per year for 5 years $1,000 Development and management of website: $2,800 Cost to host booth at community events $10-20 per event $200 Creation of flyers (approx. 1,000) $150 $150 Community events: $350 Incidentals $310 Total: $7,500
Production of Public Service Announcement Funding Approval Hiring production company, script writer, and spokesperson Production of PSA Distribution to television stations First Airing Total Time Time Required 6 months 1 month 2 months 2 weeks 1 month 10.5 months
Production of Press Releases Funding Approval Hiring a public relations consultant Production Distribution to newspapers and magazines Newspaper/ magazine going to print Total Time Time Required 6 months 1 month 2 weeks 1 week 3 weeks 8.5 months
Production of Website Funding Approval Hiring webpage designer Production of webpage Review and launch website Total Time Time Required 6 months 1 month 2 months 2 weeks 9.5 months
Assessment All methods of media will be graded on a scale of 1-5, with 5 being the most successful in accomplishing the goals and objectives. The assessment is based on forty total points possible, 11
with up to ten points awarded for each of the four media forms. Visitors to the website will be requested to take a brief survey to help gauge the websites effectiveness, as well as the awareness and attitude of visitors towards the key messages of the campaign. Television Content Graded, 1-5 Professionalism of content (timeliness and relevance) Public Reaction (Phone calls/emails received, visits to website) Total Points Newspaper and Magazine Content Professionalism of content (timeliness and relevance) Public Reaction (Phone calls/emails received, visits to website, editorials) Total Points Website Content Professionalism of content (timeliness, functionality, and relevance) Public Reaction (Phone calls/emails received, visits to website) Total Points Community Education Outreach Content Professionalism of content (relevance) Public Reaction (Phone calls/emails received, visits to website, increased attendance at watershed partnership meetings)
Total Points
Community education outreach List event at which booth was hosted Number of flyers distributed Number of people who signed up on email list for more info
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Conclusion By using a wide variety of cost-effective media outlets, this campaign will successfully meet its goals of reaching the target audience with critical messages concerning watershed conservation. The campaign will spark a sense of ownership among community members and cause them to take action. Through the participation of community farmers and ranchers in a local watershed partnership, productive dialogue and education about watershed health will occur, as well as an increase in the enrollment of farmers and ranchers in financial incentive programs for watershed conservation. Over time, these actions will improve the quality of local watersheds, which are vital for the health of both the environment and the economy and are the backbones of sustainable human and ecological communities (Curtis, 2010, p 2).
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References 2007 Census of Agriculture: Demographics. (n.d.). United States Department of Agriculture. Retrieved from http://www.agcensus.usda.gov/Publications/2007/Online_Highlights/Fact_Sheets/Demog raphics/demographics.pdf 2007 Census of Agriculture: Farmers by Age. (n.d.). United States Department of Agriculture. Retrieved from http://www.agcensus.usda.gov/Publications/2007/Online_Highlights/Fact_Sheets/Demog raphics/farmer_age.pdf Curtis, L. S. (2010). Flathead watershed sourcebook: A guide to an extraordinary place. Kalispell, MT: Lori S. Curtis. EQIP Info. (n.d.). Blackfoot Challenge. Retrieved from http://blackfootchallenge.org/Articles/?p=1940 Internet Gains on Television as Publics Main News Source. (2011 January 4). Pew Research Center for People and the Press. Retrieved from http://www.people- press.org/2011/01/04/internet-gains-on-television-as-publics-main-news-source/ KCFW Coverage Area. (n.d.). NBC Montana. Retrieved from http://www.nbcmontana.com/kcfw/station-information Kroma, M.M, and C.B. Flora. 2001. An assessment of SARE-funded farmer research on sustainable agriculture in the north central U.S. American Journal of Alternative Agriculture. 16(2): 73-80. Lubell, M., Schneider, M., Scholz, J., & Mete, M. (2002). Watershed partnerships and the emergence of collective action institutions. American Journal of Political Science, 46 (1), 148-163. Retrieved from http://environment.unr.edu/downloads/unae110/10- 25Reading.pdf Montana Religions. (n.d.). City-data.com. Retrieved from http://www.city- data.com/states/Montana-Religions.html Occupational Outlook Handbook: Farmers, Ranchers, and other Agricultural Managers. (2014, January 8). U.S. Bureau of Labor Statistics. Retrieved from 14
http://www.bls.gov/ooh/management/farmers-ranchers-and-other-agricultural- managers.htm#tab-1 Regulation nation: Farmers worry over crop of new rules. (2011, September 14). Fox News. Retrieved from http://www.foxnews.com/politics/2011/09/14/regulation-nation-farmers- worry-over-crop-new-rules/ Satterlund, D. R., & Adams, P. W. (1992). Wildland watershed management (2nd ed.). New York, NY: John Wiley & Sons, Inc. Stations for Kalispell, Montana. (n.d.). RabbitEars.info. Retrieved from http://www.rabbitears.info/market.php?request=print_market&mktid=346 Swift, A. (2014, January 31). Wyoming Residents Most Conservative, D.C. Most Liberal. Gallup Politics. Retrieved from http://www.gallup.com/poll/167144/wyoming-residents- conservative-liberal.aspx#2 Total Water in the United States, 2005. (2009). United States Geological Survey. Retrieved from http://water.usgs.gov/edu/wateruse-total.html The Voice of Agriculture. (2013). American Farm Bureau Federation. Retrieved from http://www.fb.org/ WaterSMART. (2011). Bureau of Reclamation. Retrieved from http://www.usbr.gov/WaterSMART/water.html