It evolved over the past 20 years or so. Generate public acceptance of the idea that a captive orca should be returned to her native waters. 17 years of field research and studies in cetology. Writing and presentation abilities, a sense of social dynamics, and sufficient knowledge of the subject. Schools are designed to teach writing and hopefully presentation skills.
Social dynamics can be self-taught or found in advanced courses.
Your particular specialty may depend on your personal contacts and interests, developed with study and perseverence.