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Environmental groups should pool efforts to reach the public
Date:7/26/2012

formation was more randomly or evenly distributed so that everyone got some sort of information."

Cutts found that generally the public she interviewed had more information if they had heard it from several sources. "I was interested in the total number of messages a person would pass in their daily life," she said. "Someone might see a billboard and later get information in their water bill, and their child might be in an after-school program where there are puppet shows about water conservation. So some neighborhoods might be barraged with a lot of messages, whereas other neighborhoods even within the same city, might not.

"Efficiency would improve if they could be more strategic about the ways they get information distributed," she said. "They need to recognize that they can all be moderately successful at reaching the public at large or they can collaborate to engage in experimentation and to reach audiences they may be missing, such as the Spanish-speaking community."

Cutts believes understanding existing connections and seizing strategic opportunities to form new ones could be an outcome from the findings of this research.

"As the budget-constrained groups reconfigure, they can plan to preserve what they like about the way they reach the public while building public capacity and public will to prioritize water usage."


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Contact: Debra Levey Larson
dlarson@illinois.edu
217-244-2880
University of Illinois College of Agricultural, Consumer and Environmental Sciences
Source:Eurekalert

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