San Francisco Bay Area Network natural resources communication strategy

O'Herron, Michelle

Important scientific information comes from a number of sources in the San Francisco Bay Area Network (SFAN) of the National Park Service (NPS), including the Inventory & Monitoring (I&M) Program, the Pacific Coast Science and Learning Center (PCSLC), park natural resource professionals, and academic researchers. Yet, more often than not, this information is presented in a way that is too technical to be useful to many audiences. In most cases, natural resources staff members do not have the time or resources to produce clearly synthesized outreach materials, and those who try are faced with the daunting task of communicating with an incredibly large, diverse, and dispersed audience of cross-divisional NPS employees, partner groups, and the public. Park and partner group staff members were surveyed about current communications practices, preferred information sources, and obstacles to getting adequate information. Their responses revealed that information needs are similar among people in a particular division or group regardless of where they work. For example, superintendents want highly synthesized, distilled information with a clear link to management issues. Natural resources staff tend to need information at a greater level of technical depth but only on the particular topics they specialize in. On the other hand, interpreters and communicators need information on a broad range of topics, but not in great detail. Law enforcement officers are most interested in information related to regulations that they are responsible for enforcing. Finally, partner groups want information written in lay-terms about a variety of topics that are appropriate to share with the public. The surveys also provided insights into how natural resources information is currently being communicated and how information sharing can be improved. By far, the primary means for getting information is personal communication—including at meetings, through conversations with coworkers, and/or knowing who to call with questions. Many respondents had not heard of the existing NPS information sources they were being asked to evaluate. Most find that it is hard to find information when they need it because it is scattered among various websites and is often kept on local network drives. Partners find it particularly difficult to access NPS information. To help resolve these issues, a majority of respondents asked for a one-stop-shop website that includes a wide variety of information organized by subject, has a good search engine, and presents information at several levels of technical depth. Other recommended changes include: • Increase the distribution and awareness of existing resources • Provide contact lists so people know who to call when they have a question • Encourage opportunities for personal communication such as meetings and field trips • Produce more concise briefings, factsheets, and newsletters with visuals • Expand the Parks for Science newsletter to be a network-wide resource • Expand and reorganize the I&M monthly update • Include executive summaries on all annual reports • Produce an annual report card or status update • Develop a Power Point road show describing what SFAN is • Hold an annual science symposium • Re-start the GOGA brown bag lunch series

San Francisco Bay Area Network natural resources communication strategy

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