Conservation Communication in the Rural Modern Age

Most local stores in Montana carry a line of postcards featuring humorous images and taglines that capture distinctly rural scenarios.  One of my favorites features two pickup trucks parked facing opposite directions in the middle of a road, while both drivers engage in a long conversation.

While one driver sits behind the wheel talking through his open window, the other driver has stepped out of the truck, and is leaning against the front end in a casual pose.  The drivers seem confident that no traffic will threaten their conversation, taking place beneath snow peaked mountains and cloudless skies.  The tagline reads, “Along Montana’s Information Superhighway”.

Most people who read that postcard find great amusement in comparing the two men chatting in the middle of a rural road to the modern day form of information exchange.  The differences are nearly opposite-  completely different settings, audience numbers, and outcomes.  But what has always struck me upon reading that postcard is that there is great value in seeing the effectiveness of both types of communication, especially in the world of conservation in a rural setting.

Using the modern day Information Superhighway has incredible ease.  With the simple click of a mouse, or a few taps on a keyboard, hundreds or even thousands of people can learn about the latest conservation project or event from email or social media.  When done very successfully, the audience becomes your courier, taking the original message and spreading it out to their audience, increasing the reach to exponential numbers.

However, the challenge in using the modern Information Superhighway is that this form of communication is heavy on the information, but light on the action.  While getting good information distributed is highly valuable, getting an audience to adopt a change or undertake an activity is often more challenging than a couple keystrokes can accomplish.  In order to accomplish conservation, good information must be the foundation for action, but action is required for benefits to be seen.

What is apparent in our rural setting is that the classic form of communication, either in person or over the phone, can yield tremendous impact.  When we are in the direct presence of someone, reading their body language or tone of voice and listening and responding thoughtfully to their questions, we allow for someone to explain what is important to them so we can see how we can help with a conservation issue.  This is when people see that taking action is worth considering and giving the investment of their time and energy.

So which form of communication is the best in working on conservation projects?  I argue both.  The ideal recipe is when community members follow a conservation organization through their emails or social media (or newspaper articles), and then take the time to get to know them face to face through a tour, an event, or a simple chat at their office.  It’s the perfect blend of the modern and rural information superhighways, using the tools of the modern age while paying credit to simple methods that have always worked.