Tables 1 and 2 are matrices showing the media best suited to reaching various audience types. The CTC public relations and education program should focus on the audiences that have largely been overlooked by other programs. We believe these groups are the general public and resource users. The general public deserves a stake in this program. Their natural resources were injured by the spill and the settlement dollars are being used to restore their public trust resources.
Several media are available to reach the general public.
Press releases reach a large segment of the public but only if the newspapers and TV stations consider the release to be newsworthy. Displays at well situated interpretive centers can reach a large segment of the public, such as proposed by the Shasta Cascade Wonderland Association. Interpretive centers can also be a location to disseminate newsletters, brochures and posters. A well-produced video would require a great deal of outside expertise, but if aired on public television or other science channels could reach a large segment of the general public. The best ways to reach this audience is through displays and interpretive centers such as the Sacramento River Exchange Center in Dunsmuir and brochures.