# Presentation: 013071

## Public Expectations in 20-30 Years:More of the Sameor Can We Shape Public Opinion?

## Public Attitudes toward Fire

- Some evidence of improved ecological understanding, BUT:
- _FEAR_
- Expectation of protection
- Expectation of success
- Intolerance of smoke

## Therefore:

- Fire is still scary and bad.
- Fire is considered preventable.
- The benefits of fire are still not embraced.

## Comprehensive fire management cannot be accomplished without a change in public expectations.

## From the QFFR:

- Expanding Community Education should...promote the concept of creating fire adapted communities that complement the _fire adapted ecosystems_ that they adjoin.
- Strategy should support communities organizing to...above all _become more comfortable (and knowledgeable) with prescribed and natural fires_ in their environs.
- The goal is a _paradigm shift_, where the public would expect that fire would be allowed to play its natural role and question why we would propose to put fires out.

## From the 10-year Comprehensive Strategy (Dec. 2006)

- Goal 3, Task 2:
- Further develop and implement a public education campaign such as the National Wildfire Coordination Group (NWCG) Wildland Fire: A Natural Process to complement Smokey Bear’s message of fire safety. _The campaign will emphasize fire’s role in ecosystems and the benefits of fire management to ecosystems and public health and safety_.
**Collaboration Level: **All
**Lead Collaborator(s): ***Stakeholders*, NWCG
**Implementation timeframe: **Fall 2008

## Steering Committee

- BLM, Cynthia Moses-Nedd
- I-Chiefs, Bob Roper
- NACo, Abby Friedman
- NASF, Dan Smith
- National Coalition Prescribed Fire Councils, Zach Prusak
- NIFC/BLM, Don Smurthwaite
- National Park Service, Roberta D’Amico
- TNC, L.McCarthy, W. Fulks, E. Brunson
- Northern Arizona University, Tom Sisk
- Oregon Association of Counties, Eric Schmidt
- USDA Forest Service, Maureen Brooks, Randy Philips
- WGA, Jay Jensen
- TWS, Greg Aplet,Tom Fry
- Wisconsin DNR, Catherine Regan

## Shaping Future Public Expectations: Laying the Foundation to Influence Opinion and Behavior

## What is public education?

- Strategic communication
- Not lobbying

## Strategic Communication...
 Builds consensus
 Persuades
 Changes behaviors
 Conditions the environment for policy

-  Builds consensus
-  Persuades
-  Changes behaviors
-  Conditions the environment for policy

## Polling
Messaging
Targeting audiences
Delivering the Message
Measuring impacts 

- Messaging
- Targeting audiences
- Delivering the Message
- Measuring impacts

**Critical Aspects of Strategic Communications Programs**

## 
What message produces change?
Simple, clear, concise, consistent language
Rational or emotional
Create urgency
Call to action
2-3 maximum
Use poll results

- What message produces change?
- Simple, clear, concise, consistent language
- Rational or emotional
- Create urgency
- Call to action
- 2-3 maximum
- Use poll results

**Message Development**

## Identify the Audience

- Who are they and why are they important?
- Demographics matter
- Who responds to rational or emotional messages?
- Smart use of resources
- Use poll results

## Slide 14

**Notes:**
Both passed. This slide shows how opinions changed before and after the campaign. The light green is those who say they will probably vote yes and the dark green is those who are definate they will vote yes. The pink is voters who think they will vote no and the red is those who will definitely vote no. 
You can see the Yes vote increased by 10% after the campaign and the number of likely but not certain voters decreased.

## Phase I:  RESEARCH

***Goal:*** _ Identify_ national and regional _public attitudinal barriers_ (fears, mistrusts, opposition) _and opportunities_ (favorable language, spokespeople) related to fire and fire use as a basis for developing campaign key messages and delivery vehicles.
***Strategy:****  *Establish strategic, diverse group of “steering committee” stakeholders to design research (polling), help obtain research funding, and plan and execute campaign development workshop.
***Actions:***
- Obtain funding necessary to conduct research (~$200,000).
- Hire polling and media consultant.
- Conduct and analyze research activities (focus groups, polling).
- Plan Feb. 2008  workshop to develop campaign structure and elements.
***Timeframe:*** May to January 2008

## Phase IIA:IDENTIFY CAMPAIGN ELEMENTS

***Goal:**** *Define final campaign framework (key messages and delivery mechanisms) based on research insights.
***Strategy:**** *Host multiple-day, face-to-face workshop with consultant, steering committee(+) group of stakeholders.
***Actions: ***
- _Disseminate research results_ to key experts (e.g. public information officers), compile comments and incorporate into campaign elements.
- _Conduct workshop_ to (1) Review research results, provide workshop attendees with _strategic message training_, and (2) Develop campaign _key messages_ and delivery mechanisms (local, state, federal).
***Timeframe:***  February 2008

## Phase IIB:DEVELOP CAMPAIGN MATERIALS

***Goal:**** *Finalize final proofs of campaign materials and/or develop guidelines for local development and use of campaign materials.
***Strategy:**** *Reconvene steering group to translate campaign framework developed in workshop into sample campaign materials.
***Actions:***
- Continue to work with consultant(s) in developing/determining:
- _Guidelines_ for local production of campaign materials.
- Develop _budget_ based on delivery vehicles and campaign materials and seek public and private funding.
***Timeframe:***  February thru May 2008

## Phase III: DELIVERY

- Deliver campaign plan to implementing partners
***Timeframe:***  Summer 2008

## Campaign Development Timeline

- Summer 2007:  Raise funds ($200 K) for 		Research/Campaign Development
- Fall 2007:  Research/Polling/Focus group 	work
- Winter 2008:  Workshop to define 	campaign elements
- Spring 2008:  Development of campaign 	materials
- Summer 2008:  Delivery

## Public Expectations in 20-30 Years:More of the Sameor Can We Shape Public Opinion?