Community Outreach and Education
Translating innovation in natural resources management to implementation always requires a major commitment to communication and outreach. The Water Innovation Centre (WIC) strategic communications approach begins by determining what specific changes we seek, determining who is in a position to effect those changes, and then answering the questions:
- What knowledge does this person need?
- What do we need to know in order to advise them?
- How are we going to share that knowledge with them?
We believe that the "natural capital" concept is a powerful communication tool for effecting positive policy change. Quantifying and communicating the economic value of the ecological goods and services that comprise natural capital gives policy-makers the language and ,rationale for program and budgetary decisions consistent with sustainable development.
Another key component of our communication and outreach strategy will be to convey to urban residents—who comprise the population and tax base majority—how they benefit from rural natural capital and how hydrological systems link urban and rural residents. The WIC also recognizes the need to engage with community groups and local water management agencies since: (a) their support is crucial and (b) they are the ultimate implementers of management innovations based on IWRM and natural capital principles.
The outreach elements for our flagship Lake Winnipeg Basin project include Web-based outreach, ongoing seminars, meetings and workshops with key stakeholders to improve a common understanding of the management issues and possible solutions for Lake Winnipeg Basin management. In addition, regular information releases will stimulate innovative and solution-oriented discussions via the media in regional centres throughout the Lake Winnipeg Basin.
