Appendix 4: Public Outreach and Stakeholder Engagement Strategy,
Summer 2003
PUBLIC OUTREACH AND
STAKEHOLDER ENGAGEMENT STRATEGY
Willamette Basin Conservation Project
Summer 2003
This is a public outreach strategy for the Willamette Basin Conservation Project. This strategy is
intended to:
1. Articulate the communication goals of this project.
2. Identify specific desirable behavior changes and actions that further project goals and
could be positively influenced through communication.
3. Identify and prioritize publics whose behavior change and actions will bring about the
greatest positive environmental change, both long term and near term in the
Willamette Basin.
4. Set objectives for each public or groups of publics.
5. Identify communication tools best suited to each of these high priority publics.
6. Craft appropriate messages that will influence the use of project information to bring
about positive behavior change and action.
7. Provide an overarching communication direction that will guide related outreach
efforts of project team members and provide a solid basis for action planning.
For this strategy to be successful, it must meet the primary needs of project team leaders and
project funders, be sensitive to the wide variety of community viewpoints and be realistic in its
scope.
The information used to develop this strategy was drawn from readings, discussion with project
staff, and interaction with members of some high priority publics. Additional information will be
solicited from publics on an ongoing basis. This strategy is a living document and will be
modified over time as appropriate.
As used in this strategy, the working definition of a public is: "any segment of the population
having common characteristics, interests, or some recognized demographic feature...The
categories are not mutually exclusive since a person could be a part of more than one public."
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Stakeholders are defined as: "Individuals or organizations that have a direct interest in the
outcome of a particular project. Thus, they have something to gain or lose."
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GOALS
Project Goals
Goal 1.
Translate the wealth of Willamette Basin natural resource data that currently
exists into information that enlarges and deeps our understanding of both the
natural and the human societal processes at work in the basin.
Goal 2.
Organize this data and information into a digital library and develop tools that
provide ease of access to the data and information in that library. Provide means
for manipulating data to provide new insights, and prioritize action.
Goal 3.
Share knowledge of and access to the digital library; the Willamette Basin
Planning Atlas; the Willamette Restoration Strategy; and other tools and
information to assist key publics in observing, anticipating and influencing
changes in the basin. Encourage and support effective planning, informed
decision making and collective behavior change to reach desired future basin
condition of ecological and economic sustainability.
Goal 4.
Assess current incentives for restoring lands within the basin. Identify and pursue
improvements to incentive programs. Streamline availability and landowner
access to incentive programs. Increase awareness of incentives.
Communication Goals
Goal 1.
Determine “arenas of influence” in which project communication should take
place. Identify and focus on key publics within each arena who exert greatest
influence over and/or contribute most to restoration and conservation efforts and
actions.
Goal 2.
Raise key publics’ awareness of existence and utility of the Willamette Basin
Planning Atlas. Share the history of atlas development to establish credibility of
its contents and conclusions.
Goal 3.
Identify key conclusions and most significant messages from Willamette Basin
Planning Atlas. Use these conclusions and messages to assist publics in
assimilating atlas contents and increasing its utility.
Goal 4.
Direct publics to the Conservation and Restoration Opportunities map. Modify
appearance and translate as appropriate and needed to direct, inspire and
encourage restoration of key basin habitats. Use it and other tools to provide a
basin-scale perspective, helping local publics place their projects in context.
Goal 5.
Raise awareness of existence and utility of the Digital Library. Provide
instruction, demonstration, and support to publics to encourage their use of the
library. Capitalize on the interactive quality of the Digital Library to create
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greater appeal for accessing information contained in the Willamette Basin
Planning Atlas.
Goal 6.
Raise awareness of existing incentives for private landowners to restore their
property. Use outreach process to identify additional incentives or ways to remove
barriers to private land restoration.
Goal 7.
Encourage dialogue and seek feedback on utility of project products and tools.
Where feasible, adapt tools to meet publics’ stated needs. Identify opportunities
for sharing, uploading and validating (ground truthing) data.
Goal 8.
Inform, participate in, and encourage basin-wide efforts to spatially prioritize
conservation and restoration opportunities and projects.
Goal 9.
Use tools and information to motivate and encourage greater community
connection to the Willamette River, greater “sense of place” in the Willamette
Basin, and pride in conservation and restoration of Oregon’s natural resources.
Encourage a long-term view and a desire for leaving a natural legacy.
Goal 10.
Provide means for whole Willamette Basin Conservation Project team to
participate in outreach efforts and share consistent information.
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ARENAS OF LAND MANAGEMENT INFLUENCED BY INFORMATION
ARENA #1--BROAD PUBLIC POLICY
Federal law
Federal agency regulations
Federal funding
State law
Commission recommendations
and proposals
Governor’s executive orders
Task force recommendations
State funding
State basin planning
Environmental advocacy
Wildlife and habitat advocacy
Agricultural interest advocacy
Forestry advocacy
Development advocacy
(pro-, anti-, sustainable-)
Research and planning
Financial Incentives
ARENA #2--LOCALIZED PUBLIC DECISIONS AND ENFORCEMENT
Federal and state agency planning and
implementation
Federal and state agency enforcement/permit
approval
Regional planning
County planning
County ordinances and statutes
County permit approval
City ordinances and statutes
City planning
City permit approval
ARENA # 3--LOCAL SUPPORT
Information, education
Planning and analysis
Technical assistance
Organization
Funding
Labor
ARENA #4--LOCAL ACTION
Public land management and restoration
Public land purchase and conservation
Private land management and restoration
Private land purchase and conservation
Public education and inspiration
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ARENA #1--BROAD PUBLIC POLICY
Federal law
Federal agency regulations
Federal funding
State law
Commission recommendations
and proposals
Executive orders
Task force recommendations
State funding
State/Basin planning
Environmental advocacy
Agricultural interest advocacy
Forestry advocacy
Development advocacy
(pro-, anti-, sustainable-)
Independent research and
planning
Financial incentives
PUBLICS
Oregon US Congressional delegation
Audubon
Sierra Club
Federal Executive Branch Staff
Department of Interior, Wash DC
USFWS
BLM Washington Office
Department of Agriculture, Wash DC
Forest Service Washington Office
Natural Resource Conservation Service
Department of Commerce, Wash. DC
NOAA Fisheries
Wildlife and habitat advocacy groups
Defenders of Wildlife
National Wildlife Federation
Partners in Flight
Oregon Native Plant Society
Agriculture advocacy groups
Farm Bureau
Grange
OSALT
Oregon Cattlemen’s Association
Oregon legislators
(long list)
Forestry advocacy groups
Oregon state agencies and commissions
Fish and Wildlife
Land Conservation and Development
Economic development
Tourism
Commission staff
Development advocacy groups
Home Builders Association
Governor’s office
Governor Kulongowski
Bill Bradbury
Jim Brown
Governor’s staff
Task force members
State initiatives
Sustainability Board
Oregon Watershed Enhancement Board
Oregon Forest Resources Institute
Environmental advocacy groups
Oregon Natural Resources Council
Anti-development advocacy groups
Sustainable development advocacy groups
Ecotrust
Sustainable Northwest
Coalition for a Livable Future
Land Use Advocacy Groups
1000 Friends of Oregon
Partnerships, public and private
organizations engaged in research and
planning
The Wetlands Conservancy
The Nature Conservancy
Oregon Wetlands Joint Venture
Forest Service PNW Research Station
Ecotrust
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ARENA #1 OBJECTIVES
1. Provide government and private sector policy makers, and advocacy groups with access
to Willamette Basin Planning Atlas, digital library and other natural resource data and
information.
2. Introduce and increase understanding by policy makers and others of trajectories of
change in the basin as described in the Willamette Basin Planning Atlas.
3. Increase opportunities for thoughtful and informed evaluation and modification of
Oregon’s land-use laws as they pertain to habitat, development and natural resource
management.
4. Build broad based community support for incorporating habitat protection into Oregon’s
land use laws.
5. Enhance opportunities for achieving informed consensus between competing or differing
interests.
MESSAGES
1. Oregon’s land use laws do not currently protect habitat. They were written to protect
farms and forests for the purpose of commodity production. It is time to reevaluate them
based on new information.
2. Tools developed by the Willamette Basin Conservation Project can help officials and
citizens understand the changes that have occurred in the Willamette Basin over the past
150 years and anticipate and plan for changes in the future.
3. Protecting and restoring habitat can and does enhance economic vitality. In fact, it brings
resources to communities, secures ecological capital and is a wise investment in quality
of land and life.
4. The Willamette Basin Conservation Project tools can inform large scale planning efforts
and prioritize projects and funding.
5. Effective resource planning can only be achieved by sharing information, viewing the
basin as a system, recognizing connections outside the basin and working cooperatively.
TOOLS
Activities: briefings, office visits, presentations, collaboration on projects, field trips,
participation in conferences.
Products: Published synthesis of atlas conclusions, brochures, web site; shared data,
in-my-opinion pieces and feature stories in key publications, PowerPoint, revised video.
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ARENA #2--LOCALIZED PUBLIC SECTOR DECISIONS AND ENFORCEMENT
Federal and state agency planning and
implementation
Federal and state agency enforcement/permit
approval
Regional planning
County planning
County ordinances and statutes
County permit approval
City ordinances and statutes
City planning
City permit approval
PUBLICS
Bureau of Land Management
Regional Office
Salem and Eugene district offices
Forest Service
Regional Office
Forest Headquarters
Mt. Hood, Siuslaw, Willamette, Umpqua
District Offices
Regional Planners
Metro council and staff
Public/private partnerships and coalitions
(Basket Slough group)
Mid Willamette Valley Council of Governments
Lane Council of Governments
County professional staff
Managers, planners, directors
National Park Service
USGS
USFWS
West Coast Regional Office
Wildlife Refuge managers/staff
US EPA
County elected and appointed officials
County commissions,
County Planning commissions
County advisory committees
County community planning organizations
City professional staff
Managers, planners, directors
Oregon Department of Fish and Wildlife
City elected and appointed officials
City councils or commissions,
City planning commissions,
City advisory committees
Neighborhood associations
Oregon Department of Transportation
Headquarters
Regional offices
Related Partnerships
WUW-net
Urban Ecosystem Research Consortium
Oregon Department of Environmental Quality
Oregon Department of Forestry
Oregon State Parks
Managers, planners and directors
Oregon Department of Land Conservation
and Development
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ARENA #2 OBJECTIVES
1. Introduce and increase understanding of trajectories of change in the basin as described in
the Willamette Basin Planning Atlas.
2. Improve agencies’ and jurisdictions’ understanding of cumulative affects of local actions
and suggest changes.
3. Identify obstacles to effective local stewardship in local ordinances or implementation of
Oregon land use laws. Encourage thoughtful evaluation of Oregon’s land-use laws as
they pertain to habitat, development and natural resource management at the local level.
4. Use the Conservation and Restoration Opportunities map to assist local jurisdictions in
identifying key habitat types in their area and encourage protection, restoration and
stewardship. Connect jurisdictions with natural resource technical assistance and support
in their areas.
5. Improve agency and local jurisdiction access to Willamette Basin natural resource data
and information through the digital library.
6. Seek feedback on utility of tools and adapt as needed.
7. Identify opportunities for decreasing fiscal dependence on large scale industrial land
development.
8. Enhance opportunities for achieving informed consensus between competing or differing
interests.
MESSAGES
1. We have results from extensive research and analysis of trends in the Willamette Basin
that should inform our local decisions
2. Under Oregon’s current land use laws we will continue to lose habitat, wildlife
populations and quality of life. However, by taking some specific actions, we can
accommodate population growth and improve habitat.
3. There are a number of methods that can be employed locally to conserve and restore
habitat. [incentives, conservation easements, acquisitions, donations, removal of barriers]
4. We have new information to help prioritize restoration and conservation efforts. The
information came through different but complementary processes [CRO map and TNC
map]
5. Local decisions are very important. Our success in conserving habitat will lie primarily
with local jurisdictions and private land owners.
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6. We have the opportunity to leave a legacy of intact natural systems; healthy human and
wildlife populations; and a sustainable economy.
7. The Willamette River and its tributaries are our life support system. Changes in the
uplands affect the system.
8. We are fortunate in having this amazing landscape of rivers, grasslands and forests. It is
one of our state’s strongest assets and is hugely valuable, but only if well managed into
the future.
TOOLS
Activities: Presentations, workshops with officials and key staff from each city, locale, county
and regional government and with officials from state and federal agencies Demonstrations of
the digital library, follow-up fieldtrips, collaboration with DLCD and others on programs to
improve interaction between local planning commissions and local natural resource
managers/watershed councils.
Products: Web page Executive summary of atlas, brochure. GIS utility and compatibility,
PowerPoint CD.
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ARENA# 3--LOCAL SUPPORT
Information, education
Planning and analysis
Technical assistance
Funding
Labor
Organization
PUBLICS
Information and Education
NRCS
Oregon State Parks recreation staff
Regional parks recreation staff
(Metro, North Clackamas, Tualatin Hills)
County parks recreation staff
Environmental education organizations
(Audubon, OMSI, Tryon Creek)
Recreation organizations
(Willamette River Keepers)
Environmental Organizations
Professional Organizations
(SER-NW,
News Media
Funding
NRCS
OWEB
Private foundations
Soil and Water Conservation Districts
Confederated Tribes of Grande Ronde
Technical Assistance
USFWS
Oregon Department of Forestry
Oregon Department of Fish and Wildlife
Oregon Department of Agriculture
Oregon State University Extension Service
Soil and Water Conservation Districts
Private Natural Resource Consultants
Organization
Watershed councils
Schools
Non profit groups
(Willamette River Keepers, SOLV, Tualatin
Riverkeepers, “Friends of the Puddle” groups,)
Public agencies
Private consultants
Planning and Analysis
Natural resource consultants
University programs
Historic Perspective
Confederated Tribes of Grande Ronde
Oregon Natural Heritage Program
Labor
School programs
Watershed councils
Volunteer Organizations
(SOLV, Friends of Trees)
County convict crews
Public agencies
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ARENA #3 OBJECTIVES
1. Introduce and increase understanding of trajectories of change in the basin as described in
the Willamette Basin Planning Atlas.
2. Provide basin scale view to help place local projects in context and increase
understanding of cumulative affects of local actions.
3. Introduce local support groups to the Conservation and Restoration Opportunities map
and the Nature Conservancy map, to assist them in prioritizing projects and funding.
4. Explore ways to connect local natural resource support organizations with local
governments in order to gain greater local consensus on conservation priorities and share
limited resources.
5. Improve access to Willamette Basin natural resource data and information through the
digital library.
6. Seek feedback on utility of tools and adapt as needed.
7. Enhance opportunities for achieving informed consensus between competing or differing
interests.
8. Provide tools and encourage distribution on information on the digital library and
incentives for private landowners.
MESSAGES
1. We have results from extensive research and analysis of trends in the Willamette Basin
that should inform our local decisions. Let us help you apply it.
2. We have new information to help prioritize restoration and conservation efforts. The
information came through different but complementary scientifically credible processes
and there is widespread consensus [CRO map and TNC map]
3. Under Oregon’s current land use laws we will continue to lose habitat, wildlife
populations and quality of life. However, by focusing our efforts on conserving and
restoring some key areas and habitats, we can accommodate population growth while
increasing wildlife populations.
4. Local efforts are very important. Our success in conserving habitat will lie primarily with
local jurisdictions and private land owners.
5. We are seeking opportunities to test and improve the restoration incentives currently
available to private landowners. Help us identify willing landowners, current incentives
and barriers to private property conservation
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TOOLS
Activities: Presentations to agency staff, to professional organizations, presentations at symposia
and workshops. Presentations to gatherings of like professionals [basin watershed coordinators,
extension agents, soil and water conservation service directors, etc.]
Products: Articles in professional journals, synopsis of atlas findings, brochure leading to digital
library, maps, incentives information, PowerPoint CD.
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ARENA #4--LOCAL ACTION
Public land management and restoration
Private land management and restoration
Private land purchase and conservation
Public education and inspiration
PUBLICS
Forest Service
District office natural resource specialists
District field crews
Contract crews
Regional parks and open space
work crews and volunteers
(Metro, North Clackamas
Tualatin Hills Parks and Rec)
BLM
District office natural resource specialists
District office field crews
Contract crews
County government work crews
Public works, transportation, parks
City government work crews
Public works, transportation, parks
USFWS Refuges
Oregon State Forests
Oregon State Parks
Maintenance crews
Recreation staff
Friends groups
(Friends of Tryon Creek)
Regional Service Providers
United Sewerage Agency
Private land management and restoration
The Nature Conservancy
The Wetlands Conservancy
Home owners’ associations
Watershed Councils, staff and volunteers
Individual acreage owners
Private land purchase and conservation
Greenbelt Land Trust
Marion Polk Land Trust
McKenzie River Land Trust
Three Rivers Land Conservancy
Metro
Trust for Public Land
Soil and Water Conservation Service
Public Education and Inspiration
Media feature stories
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ARENA #4 OBJECTIVES
1. Introduce and increase understanding of trajectories of change in the basin as described in
the Willamette Basin Planning Atlas.
2. Provide basin scale view to help place local projects in context and increase
understanding of cumulative affects of local actions.
3. Introduce local action groups to the Conservation and Restoration Opportunities map and
the Nature Conservancy map, to assist them in prioritizing projects and funding.
4. Explore ways to connect local natural resource action groups with local governments in
order to gain greater local consensus on conservation priorities and share limited
resources.
5. Improve access to Willamette Basin natural resource data and information through the
digital library.
6. Seek feedback on utility of tools and adapt as needed.
7. Enhance opportunities for achieving informed consensus between competing or differing
interests.
MESSAGES
1. We have results from extensive research and analysis of trends in the Willamette Basin
that should inform our local decisions. Let us help you apply it.
2. We have new information to help prioritize restoration and conservation efforts. The
information came through different but complementary scientifically credible processes
and there is widespread consensus [CRO map and TNC map]
3. Under Oregon’s current land use laws we will continue to lose habitat, wildlife
populations and quality of life. However, by focusing our efforts on conserving and
restoring some key areas and habitats, we can accommodate population growth while
increasing wildlife populations.
4. Local efforts are very important. Our success in conserving habitat will lie primarily with
local jurisdictions and private land owners.
5. We are seeking opportunities to test and improve the restoration incentives currently
available to private landowners. We can provide you with tools to focus your efforts with
local landowners. We want to work with you in evaluating incentives and barriers to
private property conservation
TOOLS
Activities: Presentations at land trust board meetings, participation in priority map development
Products: Synopsis of atlas, brochure, PowerPoint CD, articles for newsletters
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