[PCA] WEB: The Language of Conservation

[Olivia Kwong]

http://learningcenter.lta.org/attached-files/0/94/9466/220-2749_Language_of_Conservation_-_Final_%282%29.pdf

"The following recommendations for communicating effectively to build 
support for conservation are based on extensive qualitative research and a 
representative national survey of American voters commissioned by The 
Nature Conservancy and conducted by a bi-partisan research team: 
Democratic polling firm Fairbank, Maslin, Maullin, Metz & Associates and 
Republican polling firm Public Opinion Strategies.

While the research had multiple goals, this memo seeks to provide language 
and messaging recommendations in a list of easy-to-follow, broad "rules" 
for communication. Some of these rules reinforce long-standing 
communication guidelines we have tracked over time, while others were 
tested to reflect today's changed political and economic context. We found 
few exceptions to the guidelines presented, although we note that it is 
always prudent to test language and messages to ensure their effectiveness 
in a specific state or local area prior to investing in public 
communication."

For the full text of the report, see the PDF at the link above.  Note 
that this is a newer 2009 report (previous one was in 2004).