Using multiple agency perspectives to improve communication strategies for a risk-laden species facing a conservation crisis

Communicating conservation messages for bats affected by white-nose syndrome (WNS) is challenging because bats are a risk-laden species; they carry rabies. As result, public health agencies have messages about bats with more... [ view full abstract ]

Communicating conservation messages for bats affected by white-nose syndrome (WNS) is challenging because bats are a risk-laden species; they carry rabies. As result, public health agencies have messages about bats with more cautionary content compared to state wildlife and conservation organizations messages. Given the precipitous decline in bat populations due to WNS, we need to understand diverse agency objectives, develop communication plans that reflect nuances of these differences, and craft and test messages with appropriate audiences. We sought to understand organizational perspectives on communication strategies about bats and identify messages that resonate across potential differences. Specifically, we conducted this work to 1) Determine objectives of current bat-related communication by wildlife and public health agencies and other organizations, including behaviors being encouraged or discouraged in target audiences; 2) Identify messages that attempt to influence homeowner behavior around bats and assess compatibility of desired behaviors across multiple messages and agency objectives. We used interviews with 36 individuals representing federal, state, county, tribal and private government and non-government organizations to assess the process of developing communication messages. Interviews were transcribed and coded. We confirmed differences in communication emphasis between conservation-oriented and health-oriented agencies but saw clear willingness to integrate messages as opportunities arise. Interviewees noted agency mandates and time as major barriers to integrated messaging. Public health veterinarians, agency wildlife personnel and conservation professionals generally agreed on important messages for the public to know about bats, yet these more holistic messages became diluted where actual communication with landowners and the public occurred; actual messages were related to conservation or health orientation, perceived job responsibilities and time. We expect this work will guide message development and influence the design and implementation of a landowner survey and message testing to inform a holistic approach to communication about bats, white-nose syndrome and rabies.