Director Steve Williams at the Association for Conservation Information, Shepherdstown, WV

July 27,2002

I'm happy to be here today, but more importantly, I'm happy that YOU are here. I consider all agencies involved in natural resource management as members of one huge, extended family; and I consider this place a "home" of sorts for the Fish and Wildlife Service, and for all of us. Each year, we entertain hundreds of training sessions and other meetings that underscore the important role that the Center plays in the development of resource managers. So, welcome. Here is a place that nurtures the spirit — and the practice — of conservation.

As I said, I consider natural resource management agencies as members of a large family. Today, I'd like to speak briefly about the importance of communicating within this family -- so we don't end up dysfunctional; and I'd also like to say a few words about how what you do as communication professionals is extremely important to conservation and the way we are perceived as a family outside of these walls. Let's talk to each other; and let's get the word out.

As many of you already know, I spent much of my career working for State wildlife agencies. I have profound respect for the expertise and local perspective that states can bring to the table and I am predisposed to ensuring that partnerships between the Service and the States are as mutually beneficial as they can be.

All of our partners are important; but the Service's relationship with the fish and wildlife management agencies of the 50 states is especially so. We share with you not only a similar mission, but also a sense of public duty, a connection with many common constituencies, and a first-hand understanding of government's capabilities and limitations.
We may not always agree on the best course of action, but, like a family, we ought to be able to air our differences yet still maintain a strong, cohesive alliance, based on honesty and respect.
Collaborative communication should help allow us to accomplish our mutual objectives without stepping on each other's toes.

Let's talk to each other.

As Director of the Fish and Wildlife Service, I am committed to enhancing the dialogue between my agency and the States. Whenever the Fish and Wildlife Service tackles an issue, we will consider how it impacts our state colleagues and what role state natural resource communicators might play in developing a solution. We will be more active in requesting advice and assistance as the State Fish and Wildlife agencies are key players in the development of these plans. Likewise, I'd ask the States to be open to us as well.

In this way, the Service, States and other resource conservation agencies can define the areas where they could achieve the most resource conservation for their dollar, while assisting local governments in developing their land protection strategies with a regional conservation perspective. This is, of course, a goal; the means to reach it is communication.

Let's talk to each other.

If we remain dedicated to dialogue, I think the worth of our conservation efforts as a whole will become more evident to the outside world. Now more than ever, revealing this worth is crucial.

Let me recap a couple of bad news stories that recently shook the two pillars of wildlife conservation in America — state partnerships and solid science. When I was working for the State of Kansas not too long ago, I saw the Federal Aid controversy snowball out of control, from within the administration of the Service to the auditors scrutinizing operations of the States. Weeks after starting my new job as Director of the Fish and Wildlife Service in January, the lynx issue came up. I began to realize that the cumulative repercussions would be extensive; that the credibility of the entire wildlife management profession was at stake.

I bring these ordeals up not to harp on past problems but to reflect on the current importance of your work. I think that it falls upon us — the States and the Service — to restore public confidence in conservation; and I offer in earnest the Service's will to work with you. I see this conference as a great opportunity not only to renew ties between the Service and the States, but to ally ourselves with the professional communicators in State agencies.

As members of the Association for Conservation Information, you hold great potential for the future of conservation -- particularly during this sensitive time. You represent both the importance of communicating conservation, and the importance of dialogue between agencies. ACI provides one of the very few communications forums where there can be a regular exchange of Federal and State views on a wide variety of subjects, with the goal of finding common ground, as it were. ACI lets us come together to get ideas from each other, share views on our respective natural resource policies, our science, and enjoy the comradery that comes with the fact that we are all engaged in an enjoyable, highly motivating, and valuable work.

As we all know, public perception is extremely important. The opinions our constituents form have the power to make or break our efforts or our credibility at the potential expense of the entire conservation cause. A recent publication from the Scientists' Institute for Public Information reported that the importance of communications is growing along with its dependence on taxpayer support. It is our duty to cooperate with the media in order to educate the public, and to create our own means of informing the public on our important work.

Too often do a few bad stories overshadow the countless untold good stories -- stories that must be told. Endangered species recovery and habitat restoration efforts are typically extremely inspiring stories.

Let's get the word out.

The Federal Aid Program, as we all know, provides the lifeblood for so many great, state and local projects that stimulate wildlife conservation, hunting, and fishing.

Let's get the word out.

Each unique success story is one step forward for conservation in public perception.

Let's get the word out.

We have a very appropriate theme here for this conference: Great Ideas in Conservation. The conference committee has formulated an agenda aimed at stimulating great ideas in innovative marketing, outreach, and education. You will hear first hand about some of the interesting work by corporations, non-profit organizations, federal partnerships, and states -- all work focused on highlighting the significance of conservation.

I'd like to propose my own idea: when this conference ends, we stay committed to getting the good word out by sharing communications materials. You all know the expression, a picture speaks a thousand words. But sometimes we don't have the necessary picture, or slide, or video footage. The list goes on. Today, I propose that we share communications material: photos, slides, video, news releases, and article materials on a regular basis. In this way, we can save time and money while we learn more about our respective projects and together, we can help promote them.

The Service is involved with the production of numerous publications: [possible show of props] Birdscapes; Fish & Wildlife News; Endangered Species Bulletin. I've seen a lot of material in some of these coming directly from States, and I urge you to contact the editors and report your success stories.

Here, at NCTC, we have a vast library of stock video footage. We're also improving online access to digital images, and we have a newly-revised still image library. Please, see how you can benefit from these communication resources.

Likewise, I ask that you be open to sharing your communications resources with the Service. I know many States put out excellent publications that can highlight all of our work. And today, I'll ask you a specific favor: help us get the word out on the upcoming Centennial Anniversary of the National Wildlife Refuge System in March 2003.

Almost a century ago, Theodore Roosevelt had the idea of protecting birds from market hunting on a small island off the coast of Florida. What a great idea that turned out to be. Today, the National Wildlife Refuge System has grown to encompass more than 94 million acres of important wildlife habitats on 538 National Wildlife Refuges. There are wildlife refuges in each state, and the Centennial offers a real opportunity to celebrate a conservation legacy and put some of the positive work we do back in the public eye.

I'm sure there will be many, many more such opportunities.

While we're here, let's come up with some great ideas for conservation. But when we leave, let's not stop brainstorming together. Let's talk to each other; and let's get the word out.

Through healthy internal dialogue and more focused outreach, I believe we can advance our mutual causes. We're all in this together, like a family, which is why I appeal to you today — so that we may help the conservation efforts of tomorrow.

Thank you.