University of Idaho

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
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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
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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.
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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
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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
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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
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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.
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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
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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
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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,
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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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