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Water Words that Work - Professional Training


Presented by Eric Eckl and the Metro WaterShed Partners

July 21, 2015
9 a.m. - 4 p.m. at Hamline University, Klas Center

Parking in surface lots is free during the summer. Please park in unrestricted spaces. Directions and a campus map are available.

Cost: $95 per person / $75 per person when two or more register from the same organization. Register here. 

  • Make a splash with your communications! Relearn the language that everyday citizens use and you will become more confident and successful as you set out to enlighten the uninformed and persuade the undecided to take a stand or take action on behalf of our rivers, lakes, and oceans.

    Part 1. The Perils of Preaching to the Choir. Learn how and why most environmental messages miss the mark. After completing this training, you will be able to spot the signs of "preaching to the choir" and recognize when you are sending messages that go over your target audience's head.

    Part 2. The Environmental Message Method, Steps 1-4. Learn to transform professional level conservation writing into messages that are suitable for everyday citizens. You will learn steps 1-4 of the "Environmental Message Method:" Begin With Behavior, Foolproof Photos, Swap the Shoptalk, and the Words That Work.

    Part 3. The Environmental Message Method, Steps 5 and 6. You will learn to incorporate storytelling techniques into your message, and how to measure the reading level of your materials and determine if it is a good fit for your audience.

    This workshop has been extensively updated since last offered in Minnesota.

    New content includes:

    About the Presenter

    Eric Eckl founded Water Words That Work, LLC and oversees all the company’s client projects. Eric has more than 15 years experience planning and carrying out issue advocacy, fundraising, and behavior change campaigns. Eric is a sought-after speaker for environmental, marketing, and technology conferences. He has appeared on CNN and been quoted in the New York Times. Eric sits on the editorial committee for the Center for Watershed Protection, and serves on the board of directors for the Green Media Toolshed.

    • Results of an in-depth national assessment that provides even deeper insight into what triggers environmental stewardship from everyday citizens
    • Startling new findings on photos and logos
    • Message approaches that conservation communicators can "borrow" from Amazon, Netflix, and other online powerhouses
    • Tips on grammar choices that makes your readers mad—and how to avoid that