The New Salmon Story Ruth Howell Communications Program Manager NOAA s Northwest Fisheries Science Center Ruth.Howell@noaa.gov
Key Recommendation for Science Communication: So What? U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 2
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Snake River Sockeye first listed salmon in 199 Photo: NOAA U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 4
We know so much more Importance of the ocean & estuary to returns Life history diversity & population structure Strong passage successes Restore landscape processes Effects of urban pollution U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 5
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Pacific Northwest Population Growth U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 7
Immigration to Washington (2014) U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 8
How to Connect? U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 9
Stories* are remembered 22x more than facts *I m not suggesting a literal Once Upon A Time story. I mean the context governing your communications. U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 10
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Why Story? Emotional connection for the public Higher purpose and inspiration for staff Goodwill and authenticity with partners The x-factor for funders U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 12
What makes a story? U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 13
Joseph Campbell s The Hero s Journey U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 14
Hero U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 15
Villain/Antagonist U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 16
Mentor U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 17
U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 18 Credit:espn.c Fansided.com
Classic Salmon Recovery Story Classic Story Hero Salmon Villain Development & Degraded Habitat Mentor Scientists, Managers Missing: Pacific Northwest Communities Issue: Development isn t a villain
New Salmon Recovery Story New Story Hero PNW Communities Villain Lack of Knowledge Mentor Salmon, Scientists, Managers Casting our audience, Pacific Northwest Communities, as the hero
NOAA-PNCA Science in the Studio U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 21
U.S. Department of Commerce National Oceanic and Atmospheric Administration Esteban NOAA Steffensen Fisheries Page 22
Corvallis, Oregon U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 23
Think About the Story. What s the story you re operating in? Who is overcoming what challenge? Who s the hero? Who s the mentor? How are you casting your audience? (hint: not the villain) U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 24
Recommended References Book: Connection: Hollywood Storytelling meets Critical Thinking (Randy Olson, Dorie Barton, Brian Palermo) Youtube: What Makes a Hero? Matthew Winkler, TED-ed Thank You: Catherine Captain, Sr Communications Executive Contact: Ruth.Howell@noaa.gov U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 25
The End. U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 26 Esteban Steffensen
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Connect to Contemporary Themes Technology and Innovation Climate Change Wired Environment, Big Data Local U.S. Department of Commerce National Oceanic and Atmospheric Administration NOAA Fisheries Page 28