“SYMPATHY FOR THE SALMON”
ADVOCACY, EDUCATION, PUBLIC
AWARENESS
DREW JAMIESON
www.anglerscompanions.com
PUBLIC RELATIONS AND THE
PROMOTION OF CONSERVATION
THIS IS THE TREE THAT
NEVER GREW
THIS IS THE BIRD THAT
NEVER FLEW
THIS IS THE FISH THAT
NEVER SWAM
THIS IS THE BELL THAT
NEVER RANG
BRIEF
„
„
„
„
„
OVERVIEW OF OPPORTUNITIES AND
BENEFITS;
WHAT MESSAGES TO GIVE PUBLIC;
HOW TO MAXIMISE BENEFITS;
HOW TO INCORPORATE PUBLIC
RELATIONS INTO MANAGEMENT
PLANS;
SUGGEST A “TOOLBOX”
SOME QUESTIONS
„
„
„
„
„
„
WHAT? – IS THE STORY?
WHY? – ARE WE PROMOTING?
WHO? – IS THE AUDIENCE?
HOW? – DO WE TELL THE STORY?
WHO WITH? – PARTNERSHIPS?
HOW MUCH? – CAN WE AFFORD?
WILD ATLANTIC SALMON
ONE FISH –
MANY FACETS
„
„
„
„
„
BIODIVERSITY
FOOD
ECONOMIC
RECREATION
CULTURAL ICON
WHY PROMOTE?
2255/153/264
„
INFLUENCE POLICY:
„
„
„
„
INCREASE RESOURCES:
„
„
„
LOCAL
NATIONAL
INTERNATIONAL
MONEY/EQUIPMENT
MANPOWER
INFLUENCE PUBLIC OPINION
„
„
“Sympathy for the Salmon”
Support for Issues
WHO IS THE AUDIENCE?
„
FISHERY OWNERS, ANGLERS, GHILLIES –
”The Converted” – principle v tactics
„
POLITICIANS – local, national, international
„
„
COMPETITORS – For resources and sympathy
„
„
OFFICIALS – statutory bodies and councils
– RSPB etc
OPPONENTS – Anti Blood Sports
PUBLIC/TAXPAYERS - voters
WHO DOES WHAT?
„
„
NASCO
Scottish Government
„
„
„
„
„
„
„
„
„
Fisheries Research Service
Association of Salmon Fishery Boards (ASFB)
Scottish Natural Heritage (SNH)
Atlantic Salmon Trust (AST)
River and Fisheries Trusts Scotland (RAFTS)
Institute of Fisheries Management (Scottish) (IFM)
Salmon and Trout Association (S and TA)
Scottish Anglers National Association (SANA)
VisitScotland
PRIORITIES
„
DIVERSE including:
ADVOCACY
„ EDUCATION
„ PUBLIC AWARENESS
„
„
DIFFERENT EMPHASES depending on:
OBJECTIVES
„ MEMBERSHIP
„ FUNDING
„
HOW DO WE PROMOTE?
„
„
„
„
„
Annual Reports, Websites
Press Releases and Articles;
Conferences and Dinners;
Campaigns, Seminars
Auctions and Game Fairs
Lobbying
„
„
„
Angling Courses
Salmon in the Classroom.
Visitor Centres and salmon viewing;
HOW DO OTHERS DO IT?
ATLANTIC SALMON FEDERATION
CANADA/USA 2006
„
„
„
„
„
1000 media reports;
64 news reports (Press and TV);
Google – 45 reports;
Atlantic Salmon Journal – Top 15/5000;
Wilfred Carter Interpretive Centre
HOW MUCH?
ADVOCACY, EDUCATION, PUBLIC AWARENESS
„
„
„
„
„
„
„
„
NASCO
AST
S and TA
RSPB
WWF
WWT
WDS
ASF/FSA
Intergovernmental
Non-member(100)
115,000
1 million
330,000
156,034
150 river groups
40000 volunteers
5%
53%
13%
10%
6%
76%
25%
SALMON – “THE BRAND”
„
„
„
„
STRENGTHS
WEAKNESSES
THREATS
OPPORTUNITIES
STRENGTHS
„
„
„
„
„
„
HEROIC TRAVELLER – Strong,
Determined
AESTHETICALLY PLEASING –
Streamlined, Silver
VISIBLE – Salar The Leaper
ENVIRONMENTAL CANARY – Multihabitats
ICON OF CULTURAL HERITAGE
DRIVEN BY ANGLING – Self-interest
WEAKNESSES
„
„
„
„
NOT WARM, NOT CUDDLY
DOESN’T SPEAK OR SING
NOT VISIBLE ENOUGH
DRIVEN BY ANGLING
„
PUBLIC PERCEPTIONS
„ Elitist – Royals, Peers, Lairds, Colonels
„ Expensive – Property pages
„ Exclusive – Links with stalking, shooting
THREATS
„
„
COMPETITION FOR SYMPATHY- from birds, seals,
dolphins, beavers – canoeists?
DRIVEN BY ANGLING
„
„
„
„
PERCEPTION OF PLENTY
„
„
VALUES, RENTALS, TOURISM
FRAGMENTATION OF PROMOTIONAL EFFORT
„
„
PERCEPTION OF CRUELTY
DECLINE IN ANGLER NUMBERS
POTENTIAL LOSS OF SUPPORT
NASCO, AST, SNH, S and TA, VisitScotland etc
INCONSISTENT MESSAGES
INCONSISTENT MESSAGES
INCONSISTENT MESSAGES
„
ENDANGERED SPECIES (Lost At Sea, Catch
And Release) v BUMPER ROD CATCHES
„
CONSERVATION FUNDS NEEDED v
MARKETING WORLD-CLASS FISHING
OPPORTUNITIES
„
SUSTAINABLE DEVELOPMENT
„
„
RURAL DEVELOPMENT
„
„
LANTRA, SCOTVEC
BRAND “SALMON”
„
„
influence stakeholders/multiple benefits of habitat improvements
FORMAL EDUCATION SYSTEM
„
„
jobs, income, social inclusion
FISHERIES/RIVER BASIN MANAGEMENT PLANS
„
„
environment, economy and society
IMAGE = clean, strong, determined, loyal
ENCOURAGING THE YOUNG
„
„
“Salmon in the Classroom”
Salmon Visitor Centres
PHILIPHAUGH VISITOR CENTRE,
ETTRICK
WHO WITH?
SALMON are only one part of:
„
„
„
„
FRESHWATER FISHERIES;
RIVER ECOSYSTEMS;
CATCHMENTS AND RIVER BASINS;
and run into THE SEA.
OPPORTUNITIES FOR COMMON GROUND
WINNING FRIENDS AND INFLUENCING
PEOPLE
GETTING IT ALL TOGETHER
developing a promotional strategy
„
„
„
„
„
„
WHAT? – IS THE STORY?
WHY? – ARE WE PROMOTING?
WHO? – IS THE AUDIENCE?
HOW? – DO WE TELL THE STORY?
WHO WITH? – PARTNERSHIPS?
HOW MUCH? – CAN WE AFFORD?
AN OVERVIEW
„
PROMOTE SALMON IN ITS OWN
RIGHT – VISIBLE AND RELEVANT TO
PUBLIC
PART OF SCOTLAND’S BIODIVERSITY
„ PART OF OUR CULTURE
„
„
NEED TRANSPARENT LINKAGE
BETWEEN “SALMON - THE BUSINESS”
AND “SALMON – THE VULNERABLE”