Graduate School of The Environment
GSE855 Communication and Wildlife Management
About this Unit
Semester 2, 2011
Offered: X2 - External/online delivery; Second Half-Year
Convenor: Tammie Matson
Prerequisites/corequisites: None
Credit Points: 4
This unit will enable students to develop practical skills in effective communication. These include public speaking, electronic media interviews, facilitation, chairing meetings and writing press statements as well as the development of communication strategies. All these are important tools for wildlife managers.
Teaching Staff
Convenor: Tammie Matson
Email: tammie.matson@mq.edu.au
Classes
GSE855 is a distance/external unit offered in a mixed mode with the content available online via Blackboard.
Unit web page
Login to the unit through Blackboard
Technology Used and Required
Students are required to have access to a computer and the internet to access the teaching website and lecture materials.
Learning Outcomes
This unit is designed to enable you to develop the following
Specialist outcomes
- learn how to achieve conservation outcomes using effective communication
- develop an understanding of the value of words and their meaning
- gain an appreciation of different audiences and their needs
- develop the ability to communicate in order to achieve behavioural outcomes
- gain insight into why we listen to some people and not others
- appreciate the fundamental importance of writing clearly and speaking simply
- gain an understanding of the impact of your voice
- gain an understanding of the role of facilitation in groups
- appreciate why telling stories is the key to capturing audiences
- recognise the value of the "I" word-communicating through the first person
- form an appreciation of what communication tools best suit different audiences
- understand the value of style as well as substance
- appreciate the evolution of the media, with the advent of online technology
Graduate Capabilities Developed
- Effective Communication
- Socially and Environmentally Active and Responsible
- Creative and Innovative
- Critical Analytical and Integrative Thinking
Teaching and Learning Strategy
Students are expected to share communication experiences and knowledge with the convenor and other students via the online discussion forum. Students should access related references and websites.
Students will evaluate the media they are daily exposed to and evaluate their effectiveness to communicate key messages.
Schedule of Lectures
| Week | Topics |
|---|---|
| 1 |
The who, what and why of communication What is communication and why do wildlife managers need to do it well? |
| 2 |
An approach to winning A structured approach towards achieving a conservation outcome through targeted communication, using case studies ranging from whaling to recycling. Going beyond awareness raising; what triggers behavioural change? |
| 3 |
Presenting with impact (1) The art of story telling, choosing the right words, the value of simplicity, not being such a scientist (bilingualism), relaying hope & the importance of a call to action. |
| 4 |
Presenting with impact (2) Flagship species as messengers/ambassadors, choosing the right spokesperson/people, emphasis on the human element, connecting people with nature, the value of your mates when it comes to practicing your pitch. |
| 5 |
The press release How to get your press release noticed by the media. |
| 6 |
The online revolution The growth of social media & its huge potential for communication of wildlife management issues, using the case study of Earth Hour. Websites & blogging – their value for wildlife managers. |
| 7 |
The media interview How to do a good one; how not to do a bad one! A journalist’s perspective. |
| 8 |
Development of a strategic communications strategy Working through the essential elements of a good plan. |
| 9 |
Case study: Asian elephants A challenge to engage the world on a key wildlife issue through a range of communication tools. |
| 10 |
Don’t be such a scientist The importance of style as well as substance in communications by scientists. The dual nature of science. Case studies of recent climate change movies. |
| 11 |
Facilitating meetings How to organise and run conferences and workshops, the importance of briefing speakers, getting the "right" venue, consultation & the need to be a good listener, chairing meetings & working in groups. |
| 12 |
The future of communication Gaming, mobile, the future of media & how wildlife managers can get on board. |
| 13 |
Let's work through what's bugging you – final topic to be determined by agreement. |
Assessment Requirements
Assessment is made through exercises in writing and speaking. Students will evaluate communication tools and develop communication strategies. These exercises encourage the development of communication skills and their use.
There are five components of assessment in this unit, full details are provided in Blackboard in the section on Assessment. An overview is provided here:
| Assignment | Max. Length | Marks | Due Date |
|---|---|---|---|
| 1. Press Statement | One A4 page | 15 | 9 September 2011 |
| 2. Communication Tools | Minimal number of words | 30 | 23 September 2011 |
| 3. Explanation Boards in a National Park | 2500 words | 30 | 7 October 2011 |
| 4. Broadcast for Radio or YouTube Video | 4 mins | 25 | 21 October 2011 |
| 5. Communication Strategy | 1500 words | 30 | 4 November 2011 |
Assignment 1 - A Press Statement
Write a ONE PAGE press statement about a recent scientific finding regarding one species of Australian wildlife. The "scientific finding" can be real or imaginary. It's important that you quote yourself as a person with an authorative role in some real or fictional organisation.
Assignment 2 - Communication Tools
It is very important that your organisation communicates to a wide audience its role in wildlife management and how it goes about that task. Never before have so many communication tools been available to help you. Which communication tools suit you and your organisation in delivering your messages to the general population?
Assignment 3 - Explanation boards in a National Park
People who visit National Parks need to know what to look out for. You can help them with well designed, simple boards near the entrance gate or within the park. But are the boards enough? What extra communication tools could you provide for first time visitors to help them gain an understanding of your National Park and its native inhabitants?
Assignment 4 - A Broadcast for Radio or Youtube Video.
As a wildlife manager one way to become known and to highlight a particular subject is to record a 5 minute talk and give it to your local radio station or to post a Youtube video on your website. Remember to keep it simple and stick to the main points, making it as interesting as possible to a mainstream audience.
Assignment 5 - A Communication Strategy
Your Boss has asked you to develop a communication strategy for the next 2 financial years. It's for a real or imaginary wildlife management organisation. The Boss says the budget is $50,000 a year and so you will have to be very creative in what you suggest to him/her. You may have a number of methods but then it may be better to use just one. The choice is yours. You will be responsible for implementing the strategy if the Boss approves.
How Do I Request an Extension?
Extensions must be requested in writing from the unit convener, Neil Inall, (e.g. by email to inall@iinet.net.au) at least three days prior to the assignment's due date (except in exceptional circumstances), and supported by appropriate documentation (e.g. a medical certificate).
Extensions will only be granted in writing (by email) at the discretion of the unit convenor and will only be granted prior to the assignment due date.
Examination Conditions
There is no formal examination for this unit.
Requirements to Complete this Unit Satisfactorily
- Complete all assessment tasks
- Participate in online discussion forums
- Reach a satisfactory postgraduate level of achievement in assessments as may be determined by the Head of the Graduate School
Required and Recommended Texts/Materials
Recommended
Randy Olsen (2009). Don’t be such a scientist – talking substance in an age of style.
Cornelia Dean (2009). Am I making myself clear? Harvard University Press, USA.
Les Robinson & Andreas Glanznig (2003). Enabling EcoAction. HSI, WWF & HSU.
Tammie Matson (2009). Elephant Dance – a story of love and war in the elephant kingdom. Pan Macmillan Australia.
Anything written by Tim Flannery, Jane Goodall and David Attenborough!
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