ࡱ                ;  	                                                 	   
                                                                                                                                                                                                                                                                                                                                                                                                                                                                           	  
                                               !  "  #  $  %  &  '  (  )  *  +  ,  -  .  /  0  1  2  3  4  5  6  7  8  9  :  ;  <  =  >  ?  @  A  B  C  D  E  F  G  H  I  J  K  L  M  N  O  P  Q  R  S  T  U  V  W  X  Y  Z  [  \  ]  ^  _  `  a  b  c  d  e  f  g  h  i  j  k  l  m  n  o  p  q  r  s  t  u  v  w  x  y  z  {  |  }  ~       R                                                                                                4s          P a g e M a k e r                                                                                                O b j e c t P o o l                                                                      e=/se=/s            P r i v a t e D a t a                                                                      e=/se=/s                      !   "   #   $   %   &   '   (   )   *   +   ,   -   .   /   0   1   2   3   4   5   6   7   8   9   :   ;   <   =   >   ?   @   A   B   C   D   E   F   G   H   I   J   K   L   M   N   O   P   Q   R   S   T   U   V   W   X   Y   Z   [   \   ]   ^   _   `   a   b   c   d   e   f   g   h   i   j   k   l   m   n   o   p   q   r   s   t   u   v   w   x   y   z   {   |   }   ~         H y p e r C o n t e n t                                                                  e=/se=/s            O b j e c t L i s t                                                                                          E x p o r t P D F                                                                       e=/se=/s            C u r r e n t S e t t i n g s                                                                                              PDF194           Acrobat        1-10                            d   d                  Lisa        EcoGuide 2.pm    EcoGuide 2.pm            H   ,                                         ࡱ          ࡱ                 ;  	                                                                                                                                                                                                                                                                                                                      	  
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                                               !  "  #  $  %  &  '  (  )  *  +  ,  -  .  /  0  1  2  3  4  5  6  7  8  9  :  ;  <  =  >  ?  @  A  B  C  D  E  F  G  H  I  J  K  L  M  N  O  P  Q  R  S  T  U  V  W  X  Y  Z  [  \  ]  ^  _  `  a  b  c  d  e  f  g  h  i  j  k  l  m  n  o  p  q  r  s  t  u  v  w  x  y  z  {  |  }  ~                                                                                                                                                                                                                                                                                       	  
                                               !  "  #  $  %  &  '  (  )  *  +  ,  -  .  /  0  1  2  3  4  5  6  7  8  9  :  ;  <  =  >  ?  @  A  B  C  D  E  F  G  H  I  J  K  L  M  N  O  P  Q  R  S  T  U  V  W  X  Y  Z  [  \  ]  ^  _  `  a  b  c  d  e  f  g  h  i  j  k  l  m  n  o  p  q  r  s  t  u  v  w  x  y  z  {  |  }  ~                                                                                                                                                                                                                                                                                       	  
                                               !  "  #  $  %  &  '  (  )  *  +  ,  -  .  /  0  1  2  3  4  5  6  7  8  9  :  ;  <  =  >  ?  @  A  B  C  D  E  F  G  H  I  J  K  L  M  N  O  P  Q  R  S  T  U  V  W  X  Y  Z  [  \  ]  ^  _  `  a  b  c  d  e  f  g  h  i  j  k  l  m  n  o  p  q  r  s  t  u  v  w  x  y  z  {  |  }  ~                                                                                                                                                                                                                                                                                       	  
                                               !  "  #  $  %  &  '  (  )  *  +  ,  -  .  /  0  1  2  3  4  5  6  7  8  9  :  ;  <  =  >  ?  @  A  B  C  D  E  F  G  H  I  J  K  L  M  N  O  P  Q  R  S  T  U  V  W  X  Y  Z  [  \  ]  ^  _  `  a  b  c  d  e  f  g  h  i  j  k  l  m  n  o  p  q  r  s  t  u  v  w  x  y  z  {  |  }  ~                                                                                                                                                                                                                                                                                       	  
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      k Z     4  &   @  @   P   }   P  @   P  P d    P   0    P  @   `       `  @      L    _P     P &     P  ^ U     N     P   & 	         @  &  4   P 	            $  7    M S  P  
 B   @  @     P &       >        ;       G   @  3 L   @   d   @        2     	@ 6     P  k Z     3 L   0P          1    @  @        >   P      `  @       
      @ }      .  +   @  @   @?E@EMI^puv{wPlue5Q|\ۃ3VXApkta`l^Z5+h        EPSF    wave.eps uction.docFOND     \	GClients:                          iART52. Client docus:FH :DPR binder:              ⊐                                                                                                                                                      %>%>                        EPSF    wave.eps uction.docFOND     \	GClients:                          iART52. Client docus:FH :DPR binder:              ⊐                                                                                                                                                      %>%>       E                                                                                                                                                                                                                                                                                                             %>d%>%F`C!      a                 EPSF    h2o logo.eps r;  [;FOND     \	A Clients:                          iART52. Client docus:FH :DPR Workbook:            xp                                                                                                                                                      %E[!%E[(                       EPSF    h2o logo.eps  \VFOND     ]AClients:                          iART52. Client docus:FH :DPR Workbook:            xp                                                                                                                                                      %E[!%E`      |                 EPSF    h2o logo.eps  \VFOND     ]AClients:                          iART52. Client docus:FH :DPR Workbook:            xp                                                                                                                                                      %E[!%E`                       EPSF    h2o logo.eps  \VFOND     ]AClients:                          iART52. Client docus:FH :DPR Workbook:            xp                                                                                                                                                      %E[!%E`                       EPSF    h2o logo.eps on.docFOND     \	A Clients:                          iART52. Client docus:FH :DPR Workbook:            x                                                                                                                                                      %E[!%Ef               :D]XgG%5pyW^wHKάl4        EPSF    wave thin.eps olve. (EIR#B38.docCClients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Ep%Ep$                       EPSF    wave thin.eps ` \VFOND  ]CClients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Ep%EpT                       EPSF    wave thin.eps ` \VFOND  ]GClients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Ep%Et      $                 EPSF    report.eps er .epsVFOND  ]J.Clients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Eu%Ew      +                 EPSF    wave thin.eps ` \VFOND  ]J.Clients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Ep%Ex      7                 EPSF    wave thin.eps ` \VFOND  ]J.Clients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Ep%Ex      ;                 EPSF    wave thin.eps ` \VFOND  ]J.Clients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Ep%Ex      >                 EPSF    wave thin.eps ` \VFOND  ]J.Clients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Ep%Ex      A         CK=Q;q}I#jyC5$=]alrbUGB        EPSF    h2o logo.eps ` \VFOND  ]LbClients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %E[!%E|      F                 EPSF    container.eps  IPM.docND  ]LbClients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      $c%E}v      O                 EPSF    trash.eps .eps` \VFOND  ]LbClients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      $c%E}      S                 EPSF    h2o logo.eps ` \VFOND  ]LbClients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %E[!%Et                       EPSF    wave thin.eps ` \VFOND  ]LbClients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Ep%E                                                                                                                                                                                                                                                                                                                   %>t%E%Pl!                       EPSF    wave thin.eps ` \VFOND  ]MClients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Ep%E                       EPSF    wave thin.eps ` \VFOND  ]MClients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Ep%E      ,                 EPSF    wave thin.eps ` \VFOND  ]MClients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Ep%E      /                 EPSF    h2o logo.eps B \VFOND  ]7tClients:                          iART52. Client docus:FH :DPR Workbook:            
*{                                                                                                                                                      %E[!%F`                                                                                                                                                                                                                                                                                                                   %>%FiI%U{!      	                                                                                                                                                                                                                                                                                                             %>%Fi%P.!                                                                                                                                                                                                                                                                                                                   %>%Fj[%Pof!      0                                                                                                                                                                                                                                                                                                             %>%Fj%H!      =         ZGRgKQA1\ac}|13HGNqvH                                                                                                                                                                                                                                                                                                    %>%Fx3%Pn!      '                                                                                                                                                                                                                                                                                                             %>%%F%Pp{!                                                                                                                                                                                                                                                                                                                   %>0%F%S\o!                                                                                                                                                                                                                                                                                                                   %>9%F#%S\q!                       EPSF    h2o logo.eps B \VFOND  ]:Clients:                          iART52. Client docus:FH :DPR Workbook:            
*{                                                                                                                                                      %E[!%F5      j         
                                                                                                                                                                                                                                                                                                    %>E%G%Pr$!                                                                                                                                                                                                                                                                                                                   %>Z%G%U!                                                                                                                                                                                                                                                                                                                   %>q%G%Ido!                                                                                                                                                                                                                                                                                                                   %>%G0%G3!                                                                                                                                                                                                                                                                                                                   %>%G9%U!                                                                                                                                                                                                                                                                                                                   %G7%GI%UD!      5                 EPSF    fish.eps s )`  \VFOND     ]@KHClients:                          iART52. Client docus:FH :DPR Workbook:                                                                                                                                                                  %H%H                       EPSF    fish.eps s )`  \VFOND     ]@KHClients:                          iART52. Client docus:FH :DPR Workbook:                                                                                                                                                                  %H%H                       EPSF    fish.eps s )`  \VFOND     ]@KHClients:                          iART52. Client docus:FH :DPR Workbook:                                                                                                                                                                  %H%H                       EPSF    fish.eps                          Clients:                          iART5                                                                                                                                                                                                        %H%H                       EPSF    fish.eps s )`  \VFOND     ]@KHClients:                          iART53Client docus:FH :DPR Workbook:                                                                                                                                                                  %H%H                       EPSF    fish.eps s )`  \VFOND     ]@KHClients:                          iART52. Client docus:FH :DPR Workbook:                                                                                                                                                                  %H%H                       EPSF    fish.eps s )`  \VFOND     ]@KHClients:                          iART52. Client docus:FH :DPR Workbook:                                                                                                                                                                  %H%H      /                 EPSF    fish.eps s )`  \VFOND     ]@KHClients:                          iART52. Client docus:FH :DPR Workbook:                                                                                                                                                                  %H%H                 %U        EPSF    fish.eps s wT  \VFOND     ]:Clients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%I[!               1                                                                                                                                                                                                                                                                                                    %>P%I]-%Pr!               2                                                                                                                                                                                                                                                                                                    %>h%Ic*%Pr!               3        EPSF    sec 1.eps Coverage.docND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %Ig{%Ih      	         5        EPSF    sec 2.eps  wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %Ig %Ih5      x         6        EPSF    appendix.eps wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %Igo%Ii"      w         7        EPSF    fish.eps sepswT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%Ii               8        EPSF    sec 1.eps  wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %Ig{%Ii       o         9        EPSF    sec 2.eps  wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %Ig %Ii               :SugsE^epmBO        EPSF    appendix.eps wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %Igo%Ii               ;        EPSF    fish.eps sepswT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%Ij                <        EPSF    fish.eps s wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%Ijf               =        EPSF    fish.eps   wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%Iji               >        EPSF    fish.eps s wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%Ij               ?        EPSF    fish.eps s wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%IkF               @        EPSF    fish.eps s wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%IkP               A        EPSF    fish.eps s wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%Ik               B        EPSF    fish.eps s wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%Ik               C        EPSF    fish.eps s wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%Ik               D        EPSF    fish.eps s wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%Ik               E        EPSF    fish.eps   wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%Ik               F        EPSF    fish.eps   wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%IlN               J        EPSF    fish.eps   wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%Il               K        EPSF    fish.eps   wT  \VFOND     ]CClients:                          iART52. Client docus:FH :DPR Workbook:            	                                                                                                                                                      %H%Il               L        EPSF    wave thin.eps ` \VFOND  ]CClients:                          iART52. Client docus:FH :DPR Workbook:            
T'`                                                                                                                                                      %Ep%EpT               P        EPSF    elements chart.eps VFOND     ]?Clients:                          iART52. Client docus:FH :DPR Workbook:            a                                                                                                                                                       %P`%Ph               Q                                                                                                                                                                                                                                                                                                    %AY%AZi%U!               R                                                                                                                                                                                                                                                                                                    %>%>%Pi3!                S                                                                                                                                                                                                                                                                                                    %>*%>/%Pi!                T                                                                                                                                                                                                                                                                                                    %>9%>%Pj!                V                                                                                                                                                                                                                                                                                                    %>E%><%Pk0!      u         W        EPSF    wave thin.eps t.epsip roster.doc@DClients:                          iART52. Client docus:FH :DPR Workbook:            
R                                                                                                                                                      %Ep%Pc      K         X                                                                                                                                                                                                                                                                                                    %>%>%PkJ!      L         Y!  #                                                                                                                                                                                                                                                                                                    %>V%>%Pkq!               Z        EPSF    fish.eps s.eps` \VFOND     ]@DClients:                          iART52. Client docus:FH :DPR Workbook:            
R                                                                                                                                                      %H%Pe               [        EPSF    fish.eps s ` \VFOND     ]@DClients:                          iART52. Client docus:FH :DPR Workbook:            
R                                                                                                                                                      %H%Pe               \        EPSF    fish.eps s ` \VFOND     ]@DClients:                          iART52. Client docus:FH :DPR Workbook:            
R                                                                                                                                                      %H%Pg               ]                                                                                                                                                                                                                                                                                                    %P\O%Pt'%U2!               ^n~        @        +   	  C    O    n.---122445652.6>CIOMSMEBB83+($ "-,+--%#-<m       ,N         w   0    /Ѐ                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                HP LaserJet 4V er (PPD) or)                                     ,,    @   @                 
          x       M   d             x x 2  d                d             d                                                                                                                                                                        x x x x                       Contents                        ^t         Index                            ^>^>    ,^>     ;^>     ^=      .^>             X 	                                                                                                                                                                                                                                                                                                               Apps:                                                                                                                                                                                                                           PM6.5 Help                        Apps:                                                                                                                                                                                                                             x         A         
 
     d d p)@                         0       
 d  b     p      ϸ           ..--__I@&''
dԁẛ`@ҌڰLN\&L&	@
&                   ,     @        	 
                                                        4         2         hhdpXB @ԉD    q         q B @ԉD    q0  )    qP     4)@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                              \       HhH+       9                      )@ +	5   q` @       qp + )    q +		3"q	5*    )@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                                           p)@       x                      hhdpXB @ԉD    q         q B @ԉD    q0  )    qP     4)@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                                j\       HhH+       O                       )@ +	5   q` @       qp + )    q +		3"q	5*    )@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                                \j       p)@       y  #                    hhdpXB @ԉD    q         q B @ԉD    q0  )    qP     4)@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                                j\       HhH+       P        0  %                     )@ +	5   q` @       qp + )    q +		3"q	5*    )@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                              \8j       Hh`H+       0  &                   hhdpXB @ԉD    q         q B @ԉD    q0  )    qP     4)@ +	5   q` @       qp + )    q +		3"q	5*    
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@       qp + )    q +		3"q	5*                                                                                                                                                                                                                                                j       p)@                             )@ +	5   q` @       qp + )    q +		3"q	5*    )@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                                           p)@       4                     hhdpXB @ԉD    q         q B @ԉD    q0  )    qP     4)@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                                jp       p)@                             (pXB @ԉD    q         q B @ԉD    q0  )    qP     (pXB @ԉD    q         q B @ԉD    q0  )    qP                                                                                                                                                                                                                                                            p)@                            hhdpXB @ԉD    q         q B @ԉD    q0  )    qP     4)@ +	5   q` 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@       qp + )    q +		3"q	5*                                                                                                                                                                                                                                              j\       p)@        6                    hh4)@ +	5   q` @       qp + )    q +		3"q	5*    4)@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                                j\       p)@        7   l>         hhdpXB @ԉD    q         q B @ԉD    q0  )    qP     4)@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                                j\       p)@        8                     (pXB @ԉD    q         q B @ԉD    q0  )    qP     (pXB @ԉD    q         q B @ԉD    q0  )    qP                                                                                                                                                                                                                                                            p)@       4 9     h           hhdpXB @ԉD    q         q B @ԉD    q0  )    qP     4)@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                                jN       p)@                                     	  @  	     
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   
 @   -  	 9   
 I                                                    Document Master                    !                       (pXB @ԉD    q         q B @ԉD    q0  )    qP     )@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                                            p)@       Document Master                    %                     hhdpXB @ԉD    q         q B @ԉD    q0  )    qP     4)@ +	5   q` @       qp + )    q +		3"q	5*                                                                                                                                                                                                                                                j\        p)@       oIUiH9 4 _ ` a b c             | d e f g h i             ~r                $ u v w             { ~                  }                                       < = > ? @ A              N O P Q R S              q s t                                                                                                                                                                                                  HIJKMT             EFGUVW             XYZ[de             fghijk                                                                                                                                                                                                                                           	                                        !             "#$%&'             ()*+,-             456789             ./0123             :;=>?@             HIJKLM             TUVWXY             Z[]^_`               bcdefg             nopqst              !"             345             &'()             XYZ[\]             NOPQRS             mnopq             ~                                                                                                                                                              	
                                        !"#$%             &'()*+             345678             9:;<=>             ?@AEFG             
HIJKLM             NOPQRS             TUVWXY             Z[\]^_             `abcde             fghijk             lmnopq             rstuvw             xyz{|}             ~                                                                                                                                    !             "             $             %             '             (             )              *               +               ,*+,-./               .789:;<               /BCDEFG             0HIJKLM             1NOQRST             2UVWXYZ             3[\]^_`             4abcdef             5ghijkl             6mnopqr             7stuvwx             8yz{|}~             9             :             ;             <             =             >             ?             @             A             B             C             D             E             F             G             H             I             J             K             L             M              N	             O
             P             Q             R !             S !"             T#"#$%&               U()*+,-             V012345             W789:;<             X=>?@AB             YCDEFGH             ZIJLMNO             [PQRSTU             \VWXYZ[             ]\]^_`a             ^bcdefg             _hijklm             `nopqrs             atuvwxy             bz{|}~             c             d             e                         f             g             h             i             j             k             l             m             n             o             p             q             r             s             t             u               v                w
               x             y             z!$%&'(             {)*+,-.             |/01234             ~56789:             ;<=>?@             ABCDEF             GHIJKL             NOPQRS             TUVWXY             Z[\]^_             cdefgh             Mmnopq             rstuvw             xyz{|}             ~                                                                                                                                                                                                                                        	                                        !"             #$%&'(             )*+,-.             /01234               :;<=>?             @ABCDE             FGHIJK             LMNOPQ             RSTUVW             XYZ[\]             &'(*/1             012def             Pgijkl             mnopqr             stuvwx             yz{|}~                                                                              `b                    2                                                                                                                                    3                                                            	 					             					
	             						             						                          
             }~              6 7 8 9 : ;              y z { | }u       R         F G J          S                            B H I K L M                                 T ^ j k l m                                U V W X [ \              ]            T                           	
                                                                  !"#$%             /01234                          V        6789<=             lmnopq              	             
             ABCDrs       W        vwxy             -0             2BCDIJ             ABCDEF       Y               Z        GVW^_`             abcdef             ghijkl             rstuvw             hijklm             yz{|}                                                                                           B              CD                                              ^        t                                                                        a    x@                                                 h  0                                                                                                                                                                          x x 2  d    H             d            d        s        M   dbody 1 xt                                                                                                                                                                                                           h   x x 2  d              
   d    ,        d                GMM   dsub w line                           v ,  X  4                                                                                                                                                      v    ,      x x 2  d    H             d            d     7  s        M   dbody ind                                     h                                                                                                                                                                          P   x x 2  d                  d            d        x x      M   dpage no.                             , h                                                                                                                                                              ,              x x 2  d                  d            d       d      M   dsection top                                                                                                                                                                                                    x x 2  d    X              d            d       } }      M   dtoc                                    h                                                                                                                                                                          P   x x 2  d  2               d            d      L      RM   dbig letter                                                                                                                                                                                                    x    ,   x x 2  d              <   d             d        n       GMM   dresource head                               0 h                                                                                                                                                               0              x x 2  d                  d            d                RM   dhead small                           X   0                                                                                                                                                          X         ,   x x 2  d    H             d            d    X  x        M   dbody highlight                               h                                                                                                                                                                          P   x x 2  d                  d            d             RM   dhead                                 v                                                                                                                                                              v          F   x x 2  d    X              d            d       x       M   dtoc sub                                     6                                                                                                                                                                   6              x x 2  d               
   d    ,        d     6          GMM   dsub no line                                 p                                                                                                                                                              Ý    p      x x 2  d    H           d            d      s        M   dbody lined                                 V                                                                                                                                                               V    L      x x 2  d    H             d            d     Q  s        M   dbody ind2                                   0 X  4                                                                                                                                                           0    ,        x x 2  d    H             d            d    	  s        M   dbody ind3                                   (                                                                                                                                                             (          ,   x x 2  d    X              d            d     )   x }      M   dorg name                                     ,  X    4                                                                                                                                                                 x x 2  d    H             d            d       s        M   dorg body                                     T                                                                                                                                                                       x   x x 2  d    H             d            d       s        M   dav chart                                    ' h                                                                                                                                                               '              x x 2  d                  d            d     '          RM   dhead2                                       h  0                                                                                                                                                                     d   x x 2  d    H             d            d       n }       M   dindex                                        h  0                                                                                                                                                                      <   x x 2  d    H             d            d       n z       M   dindex 2                                                     119   7,8 ,13,14,15,16,17                                       HPLJ4MV1.PPD                                                    Letter .2                                                                 .85lpi.600dpi  pi                                               71.5651   18.4349   0.0       45.0      94.8683   94.8683   30.0      84.8528   XManual Feed                                                     OnlyOne                                                         85.0      45.0      R                                                            Default                                                                                                                 @   	H                                                          ITC Officina Sans Bold                                            m       $     ITC Officina Sans BoldItalic                                      n        $     ITCCentury Book                                                   "        $     ITCCentury BoldCond                                               "        $     Nueva BoldExtended                                                        $     Zapf Dingbats                                                              $     ITCCentury BookCond                                               "        $     Courier                                                            	              Geneva                                                                     $                                                         (          <O   p       c sNw   p       c sNw    _       nv                                                    d                                                                                                                                                           d                    :   x Hd              
      d                                                                                                                                                           d                        PX              
      d                                                                                                                                                           d                    &   0              
      d                                                                                                                                                           d                    &    H(&7                u      uz	       {                                                                                                                                                               d                    &    \p               M A     M A	   6    v                                                                                                                                                               d                    U2    @              G.|                                                                                                                                                                                              j/    
P(              H !                                                                                                                                                                                              j0                                                                                                                 r  D  Adobe Compatibility CMS                   Adobe Compatibility CMS                                                                                                         PageMaker 5.0 RGB                                                                                                                             x  D  Adobe Compatibility CMS                   Adobe Compatibility CMS                                                                                                         PageMaker 5.0 CMYK                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 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P                *      *	                                                                                                                                                                      d                    P    *B                *      *	                                                                                                                                                                      d                    P    f 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      d                                                                                                                                                           d                    &    b֘z۬               N A     N Ay	   7                                                                                                                                                                   d                    U?   0t              
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@@  " d	@ # "   ^ # "    , "    * "    + "   	 ( "   Z $ "    & "   h * "    " "   D   B        h 
 %     B        h * "    & "    / "   ; + "   x & "    ) "   b $ "    ( "    . "   u ( "   " ( "    " "   ] # "    + "    & "    * "    * "   "  "   	y   B ,        6     !     ' 6   ) 6   + 6  s + 6   ( 6  < % 6  { # 6   & 6  ' ! 6  @ $ 6   
 6     B        h & "    ( "   # + "   k + "    * "   s & "    * "    ' "   C $ "    , "   E & "    * "    ) "   V ) "    ' "    * "   | + "     "   i   B        h ) "   | # "    ! "    *  "    ( "    ( "    * "    & "   C  "   -   B        hublic education campaigns are a series of efforts designed to inform an audience about a specific issue. Campaigns vary in complexity depending upon their messages and the amount of time, resources and materials an agency has to commit to the effort. This workbook will help in the design and development of a number of different documents and events that, when combined, can form a cohesive public education campaign regarding the wise purchase, use and disposal of pesticides.Always Ask So What?The main purpose of a public education campaign is to change behavior. To do that is a significant challenge, especially to entities such as yours that are often limited in funds and staffing. As you proceed with the concept of an outreach program, you should always test the elements by asking yourself so what? Ask yourself if you think the information that you are distributing, the partners you are enlisting, the speakers you are offering can make a clear, simple statement about what the consumer should change in his or her life, and why. The answer to the why is what will compel people to change habits. Perhaps the answer is, because if you dont, our water may not be safe.	If youve never created a public education campaign, this workbook will serve as a comprehensive guide. It will assist in determining your best audiences, help you to understand the best and most efficient elements of a campaign, guide you through working with the media, and help evaluate your efforts when they are complete. (Throughout the workbook, key summaries are highlighted in this manner.) If you have created a campaign in the past, or are currently involved in one, this workbook offers ideas to strengthen your efforts, including media relations, partnership building, youth education, and establishing a presence on the Internet. Consider enlisting partners for a program using bill inserts that reach your customers. Take the same information with the objective of source reduction (reducing the amount of potential hazardous wastes entering the environment) and partner with a local garden club that will extend the message to a more specific audience  one that is using garden products. This workbook will add to communications efforts you already employ.There is no single formula for creating a public education campaign. Each program is unique based upon the audience, message, strategy and materials utilized during the campaign. This workbook will assist you in selecting these elements, and will help develop a program that fits both your needs and resources.                                                s        M   d            RM   d  s        M   d  x        M   d  s        M   d                                                        x x 2  d    H             d            d                   x x 2  d                  d            d    ŝ              x x 2  d    H             d            d             ,   x x 2  d    H             d            d                  x x 2  d    H             d            d                                                     h  0                                                                                                                                                            h                                                                                                                                                               h  0                                                                                                                                                             0                                                                                                                                                           h  0                                                                                                                                                                             A"tXX    v                                         
 [  y"t     P      "t                                POTW Research as a Guideline                                            RM   d                                              P   x x 2  d                  d            d                                                      h                                                                                                                                                                                             '   A)^(    O      A    P                ^                          
      
         4                   H   H           8                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                                                                    *            2              2              2              2              &                                                                                      H   H           8                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                                                               *            2              2              2              2              &                                                                                                          z    PICT 2 %   H      Adobe Illustrator(TM) 7.0   wave.eps  9/30/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                         ,  IMAC    ,   ,              EPSF     7.        @   )   ")^)^    L                                         @ "   " D "   " C "   "   B        h 8 "   "   B        "  "     "  "     "  "     "           " 4 " 	`" E " 2" I " " ? " w"   B        "  "     "  "     "   B        h 9 " 	`" D " k" G " H" : " "   B        "  "     "  "     "  "     "   B        h 8 " 	`" ? "  " - " *"  "   "   B        "  "     " Q "   " S "    4" Q "   !" U "    |" I "   "   B        h  "     "   B        h                                                 ' "    % "    ( "    ) "   ` , "    & "    + "   & ( "     "   (   B        h , "    " "    & "    ) "    ( "   i % "     # "    * "   & ' "    '  "   - ( "   \ *  "     "   
   B        h $ "    & "    ) "    ( "   | ( "    % "   g '  "   u ' "    # "   H % "    ) "     "        0     B ,      h     n        6          ' 6  5 & 6   * 6  v ' 6   ) 6   % 6   % 6  = % 6  S % 6  ^ & 6  P 	 6     B        h &  "    % "   M ' "    % "    * "   	 . "    ) "    & "   6 % "     "      B        hThe California Department of Pesticide Regulation (DPR) commissioned a survey of the states POTWs to evaluate how best to conduct an expanded public outreach program targeted to residents and businesses to reduce improper handling and disposal of pesticides. The survey results have guided the creation of this workbook.It is interesting to note that one-third of the respondents to the survey had conducted public outreach programs in the past. These districts had used their outreach programs to educate the public within the two years preceding the survey. The most common elements utilized were exhibits and bill inserts. Public service announcements (PSAs), brochures for reprinting and point-of-purchase materials were perceived to be the most valuable informational materials for outreach programs. When asked about the most effective program a POTW had administered, the message focused on proper disposal of pesticides (followed by environmental protection). Besides the popular bill inserts, radio and television were deemed to be the most effective methods for communicating with the general public. Even though exhibits and presentations were used extensively, they were infrequently cited as the best methods. 		A somewhat greater number of respondents indicated that a generic outreach program created by DPR for use by service areas was preferable to a statewide program conducted by DPR. Of the respondents, nearly 80 percent believed that an outreach campaign would be either very valuable or somewhat valuable. This workbook will serve as a useful aid in self-administration of regional/district efforts.This research helped shape our recommendations on materials used in an outreach program, while we tempered a good dose of reality on methods to reach an audience. Radio and television advertising might be very effective, but it is often out of reach for a typical POTW budget. A more detailed discussion of the findings of the survey is in the Appendix.                                                This workbook has been designed to assist you in all levels of creating and maintaining your public education campaign. It will help you understand the elements of a public education campaign.The workbook has been separated into three main parts: Focuses on the planning portion of the campaign. This includes information on how to determine what you need to conduct a campaign, explanations of the target audiences, and a guide to gaining your employees support for the program. Guides you through the various tactics you can use to implement a public education campaign. This section assists in dealing with the media, creating programs for youth, establishing a speakers bureau, and participating in special events.  Supplies explanations of the printed materials you can use during your campaign. Also available in this section are camera-ready materials for reproduction.Within each section are sub sections marked for easy identification. The binder has been constructed in a way that allows you to easily select elements for your public education campaign. Each aspect of the campaign, from assessment through evaluation, is covered in this workbook. An index has also been provided to give you another resource for looking up specific elements of the campaign.  s        M   d  x        M   dn  s        M   d                                                    x x 2  d    H             d            d             ,   x x 2  d    H             d            d    n              x x 2  d    H             d            d                     h  0                                                                                                                                                             0                                                                                                                                                          n h  0                                                                                                                                                                               "      B"XX    y                                         "
 [  ]"     P      "                                Using the H2O Home to Ocean Theme                               
        RM   d        RM   d       RM d        RM   d         RM   d                                           "           P   x x 2  d                  d            d                                                     " h                                                                                                                                                                                             %   C''     Sc   (   C++    T                   )   D,,L    Wo   )   D,j,j    X                 ) "    *  "   2 &  "   s ) "   6 ) "    ' "    ( "    ' "   Y & "       B        h , "    ) "   6 $ "    ! "    - "    * "   i + "   v % "    & "    & "   = % "   s $ "     "      B        h  " '	
}  " 	  "   " `  " 	  " 
T  " 
m  " 	(|  " i	;  " 

 $ "   q ( "   F % "    ' "    & "    ) "        P       & "    $ "   P + "   ?  "      B        h % "    & "    & "   V % "    % "   Y #  "    , "    . "   . + "    $ "   d 
 "      B        h ) "     / "    " "    , "   = ( "    ) "    , "    & "   $ & "   d + "   2  "   t   B        h ' "   S - "    % "    * "    & "   I % "   f %  "    $ "    ' "   & + "    % "      B        h                                The first part of the assessment process is reviewing what types of public education activities your facility has completed. The review should focus on both your successes and failures. Often you learn a great deal about programs when they dont succeed. Look at these as an important part of the learning process and incorporate them in your review. Set aside time to review past materials. Select a place where you can spread out the materials and have room to view them. Choose a date when you can devote uninterrupted time to the review process. Invite other people to be part of the process, especially if they know about past campaigns or educational efforts. (See the section entitled Gaining Employee Support.) Having other people take part in the review process may allow you to see things from new angles.  First, look at what types of materials youve used in the past. Have there been flyers, brochures, pamphlets, or bill inserts? Who did you send the materials to? What did the materials look like and how did you identify your agency (logo, address or phone number)? Once youve analyzed the materials, determine what has worked well for you in the past. List tactics that you havent tried but would like to try in the near future. Keep these things in mind as you work at creating your pesticide public education campaign.Next, look at the messages that were used in the campaign. Did you have an overall slogan or unifying theme? Was there a clear and consistent message used throughout the materials? Which messages do you think were well received or successful, and why? List those characteristics of messages you thought were successful. Keep this list handy as you develop messages for your new campaign.For future reference, keep all of your public education materials in one place. You can compile them in a folder, envelope or binder, as long as they all are kept together. Make sure there is a date and an explanation of use on all materials. Doing this will eliminate the guesswork involved in determining where and when the materials were used. This will make it easier to plan for all future campaigns.After reviewing all of your previous materials and efforts, look at what still needs to be done. Have you created a great partnership program with a retailer but havent done any media relations? Have you used bill inserts to inform consumers but been out in the community to educate homeowners? Try to determine not only what has been done, but also what elements are deficient, or what youd like to do in the future.                                   
]  s        M   d                                      1  1	9)	9)                                                ,F,F(  (                                        
]              x x 2  d    H             d            d                                                    
] h  0                                                                                                                                                                                            Fh$    Ya      FhNN    Z                  " X	-	  " X	}	  " X		  " X	  " X	 , "    +  "    ) "    * "   s 0 "    *  "    )  "    + "    ) "   + , "   % ) "    ) "    ' "   & + "      B        h ( "    ! "    ) "    ( "   [ % "    & "    + "    ' "    ( "   5 ! "   Q & "    - "   X ' "   9 $ "    , "      B        h             "   | ' "   * + "   s '  "    + "   9 & "    - "    ' "   E ) "    ( "    & "   p $ "    ' "   :  "      B        h ! "    (  "    + "   R " "    % "   4 & "   P ' "   S * "    & "    % "    ( "   /  "   [   B        h & "    $ "    &  "    ) "    % "    % "   g ( "   | / "    # "    + "   >  "   `   B        h                                                       v                                                                                                                   x x      M   d                                              P   x x 2  d                  d            d                                                      h                                                                                                                                                                                                 v                                              B    wv                                                                                                                   x x      M   d                                             P   x x 2  d                  d            d                                                      h                                                                                                                                                                                          istorically, agricultural activities have been the focus of investigations into pesticide impacts on water bodies. In recent years, however, pesticide use in urban areas is increasingly being examined as a potential source of aquatic pollutants. Although applications of pesticides in urban areas are typically on a small scale, the wide variety of chemicals used and the frequency of applications can result in a substantial amount of pesticides used. Urban-use pesticides can move off application sites and enter storm drains which route surface runoffs into urban creeks. These pesticides can also end up in urban sewage which then travels to wastewater treatment plants.A recent example of media coverage on this topic is The San Francisco Examiners article (March 29, 1998) titled New Threat to the Bay  Poisons from Home. The article quotes Kelly Moran, manager of Palo Altos water pollution prevention program. Its scary. Were not worried about whats coming from farmers in the fields. Its coming from houses. Bart Brandenburg, engineer at the Central Contra Costa Sanitary District indicated, Were trying to make people aware of the connection between pesticide use in homes and gardens and the impact on water quality.The San Diego Business Journal outlined the new challenge to the San Diego Bay as non-point source pollution, particularly storm water runoff, something thats a national crisis. The San Diego Port Authoritys director of planning indicates, Its not just up to the government to solve this problem. Its going to take everybodys effort. And it starts with the pesticides at our homes and where we change our oil. Several examples of newspaper articles on pesticide issues are provided in the Appendix.The source of the problem may be getting larger as more and more consumers discover the joys of home gardening. According to Home Improvement Market magazine, consumers spent almost $26 billion on lawn and garden goods in 1994, up more than $4 billion from the 1993 survey. The four areas that saw the largest increase were flower gardening, landscaping, vegetable gardening and lawn care  all practices that employ pest management. The growth is being attributed to the baby boomers. The study defined the average target consumers as college-educated, with professional or business occupations and annual household incomes exceeding $30,000. Studies show that these 30- to 49-year-olds are interested in environmental stewardship, and may help make some social and environmental issues mainstream topics of interest.   s        M   d !  s       M   d  s        M   d   s       M   dp  s        M   d   s       M   d  s        M   d                                              
              x x 2  d    H             d            d                                                    
 h  0                                                                                                                                                                                      z    PICT K %   H      Adobe Illustrator(TM) 7.0   
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 [  "     P      "                                Reviewing Pesticide Issues                                              RM   d                                              P   x x 2  d                  d            d                                                      h                                                                                                                                                                                            dd  ),  ),                                             K   y++    K                                         	 ,  P                     
     o   B  F       $    "    d   B        " &
        B  F      " (    "    d   B  F      "     "    d   B  F      " "    "    d   B        " 
     	     F          	  "    d     F          ` "    d   B  F      " 	   F "    d   B  F      " 
   7 "    d   B  F      "    I "    d   B  F      "     "    d   B  F      "    
{ "    d   B  F      "     "    d   B        h "
        B  F      "    % "    d   B        "  
        B  F      "     "    d   B        " 
     	   B  F      " &    "    d   B        " 
     N   B  F      h     "    d   B  F      h '    "    d   B  F            "    d   B        " 
     J   B  F      "     "     d                AppendixWorking with Ethnic PopulationsOutreach to the Hispanic Population	100Effective Use of Collateral MaterialsEstimates for Printing and Distribution	101Working with Printers	102Glossary of Common Printing Terms	102Camera-ready ArtworkPromotional Materials	105Bill Inserts	105Bookmark	105Brochures	105Fact Sheet	106Flyers	106P-O-P and P-O-S Materials	106Poster	106Executive Summary for POTW SurveyExecutive Summary	107Case Study of Exemplary ProgramCase Study	109Media Coverage of IssueMedia Coverage of Pesticides in Water	110Resource GuideComponents of an IPM Program	111Key Contacts for Pesticide Information	116Additional Web Site Information	117IndexIndex of topics	119                                                              	          GMM   d !   } }      M   d (  x       M   d &   } }      M   d l  x       M   d    } }      M   d   x       M   d "   } }      M   d   x       M   d     } }      M   d   x       M   d    } }      M   d *  x       M   d    } }      M   d p  x       M   d    } }      M   d   x       M   d   	          h   x x 2  d              
   d    ,        d     !              x x 2  d    X              d            d     (          F   x x 2  d    X              d            d     &              x x 2  d    X              d            d     l          F   x x 2  d    X              d            d                   x x 2  d    X              d            d               F   x x 2  d    X              d            d     "              x x 2  d    X              d            d               F   x x 2  d    X              d            d                    x x 2  d    X              d            d               F   x x 2  d    X              d            d                   x x 2  d    X              d            d     *          F   x x 2  d    X              d            d                   x x 2  d    X              d            d     p          F   x x 2  d    X              d            d                   x x 2  d    X              d            d               F   x x 2  d    X              d            d                                                     +      "```    f                                         " [  "` 	 [  "`     P      "`                The Pros of a Public Education Campaign                      +        RM   d                                   +           P   x x 2  d                  d            d                                                     + h                                                                                                                                                                                                                                                          HPHalftone                            a                                                                Smoothing                             b12Meg                                                           InstalledMemory                       cFalse                                                           Option1                               d600dpi                                                          JCLResolution                         eFalse                                                           JCLEconomode                          f                @  s        M   d                                                x x 2  d    H             d            d              x x 2  d    H             d            d                   x x 2  d    H             d            d               x x 2  d    H             d            d                   x x 2  d    H             d            d               x x 2  d    H             d            d                   x x 2  d    H             d            d                   x x 2  d    H             d            d                   x x 2  d    H             d            d                                                     h  0                                                                                                                                                           4                                                                                                                                                                h  0                                                                                                                                                                                                                                                                                                                               h  0                                                                                                                                                            4  @                                                                                                                                                           h  0                                                                                                                                                                    ,  nXMAC    ,   ,              .DOC                      l l    M}   !   $r$r    N                 % "   m ( "   V ) "    - "   B ) "    % "    $ "    ' "   # )  "   Y ) "   H - "      B        h 	 %   
 %  m   B        h ' "    $ "    & "    ( "    ) "    '  "    $ "    & "   V ' "   y %  "    + "   , * "    % "      B        h  %  3   B        h ' "    ( "   & % "   L & "    ( "    * "    ( "    ' "   ' ( "   e ' "   _ - "   k ( "   6 ' "    ' "     "   	   B        h , "    # "    & "    , "   > & "   7 ' "    )  "    ( "    $ "   j ( "   i ' "    # "   $ ' "    " "   ^   B        h                                 !      "XX    i                                         !
 [  A"     P      "                                Using the Workbook as Your Guide                                !        RM   d                                   !           P   x x 2  d                  d            d                                                     ! h                                                                                                                                                                                           +      @"t``    j                                         " [  "t 	 [  "t     P      "t                Organizing Your Public Education Campaign                              RM   d                                              P   x x 2  d                  d            d                                                      h                                                                                                                                                                                            XZXZ  '  '                                          O   )   B,,    U   $   B((    V                 (  "    %  "    ' "    ) "   k + "   / * "    ' "     ' "    - "   B ( "   c  "   
c   B        h % "   3 ( "   9 # "   c ( "   0 ) "    ' "    $ "   " * "   X & "   C ) "     "   6   B ,      h  6         & ) 6   ' 6   % 6   ( 6   ( 6  8 & 6   * 6   ) 6   # 6   * 6   & 6   $ 6    6  $   B ,      h            " 6   & 6  l " 6   & 6     B ,      h  " 
2Or  " 
2r  " 
2vr  " 
2@r  " 
2r  " 
2r  " 
23r  " 
2r  " 
2yr  " 
2)r  " 
2r * "   & * "    / "    + "    - "   h ' "   C . "    * "   	 ) "    & "      B        h # "   9 # "    $ "   } ) "    - "   e , "    ) "   r & "   W   B        "                                                 +        RM   d                                  Jhl>S>6 7                                     +           P   x x 2  d                  d            d    ( $ $# #%$$&(*350&)&'#You have a wide variety of duties to perform at your facility and creating a public education campaign would mean more responsibility that you would have to take on. It is true that creating and implementing a campaign will take a certain amount of time and possibly money on your part. But these efforts have a number of benefits, both financially and in terms of how your POTW is viewed by customers and the community. Proper Disposal and Source ReductionA pesticide public education campaign aims to educate consumers about the proper purchase, use and disposal of pesticide products. The campaign is an attempt to change consumers attitudes and behaviors when dealing with pesticide products around their homes. A successful campaign would result in a decrease in the amount of pesticides a consumer is using or disposing of improperly and may result in a decrease in the amount of pesticide residues that are showing up in your water samples. Reputation ManagementAnother benefit to conducting a public education campaign is the perception that your customers may have of your POTW. Implementing a public safety program is a proactive effort on your part, and your customers will recognize this fact. By administering this public education campaign youre helping to inform customers how they can increase safety around their homes. Customers appreciate being informed on issues that directly contribute to their health and well-being. This kind of goodwill and community relations can serve you well in times of controversy.Agencies at the local, state and national level have created public outreach campaigns that have shown measurable results in changing consumers attitudes and behaviors. This workbook should reduce the amount of time and start-up effort required to develop and administer a public education campaign. The materials here have been created to specifically target consumers who use pesticide products. With all of this information available to you, the question becomes, how will you create your public education campaign?                                           + h                                                                                                                                                                                             )   @''~    Q   $   @'B'B    R                 & "    % "    ' "    % "    $ "    & "      B        h 
      B  (      h  " L  "   "    B        h 
      B  (      h  " 
L  " 
  " 	   B        h       B  (      h  " 	t 
 "    B        h 
      B  (      h   " E # " x  "      B         % "    ( "    - "    ( "   . + "   X * "   U * "   \ ' "   ? % "    & "   )     F       ) "    ! "   E & "   M ! "     "   
   B        h  "   { &  "    $ "    ! "    # "    $ "   D ' "    / "   + ( "   O ( "    ) "    ) "   _ ' "    ' "    ' "    )  "    ) "   K  "      B        h   "    ' "    ' "    )  "    ( "    ( "   ] ' "    & "   o ( "   5  "   u   B        h                                                An effective campaign is one that has been well thought out and planned to present clear and consistent messages. From an organizational standpoint, a public education campaign can be divided into four essential parts: Assessment:  looking at what has been done and what you want to do in the future.Creation:  putting together all of the elements that you will use during your campaign.Implementation:  actually conducting the campaign.Evaluation:  looking back over what has been done and analyzing the results.By planning the campaign in multiple phases, you will better understand how the overall process works. It is important to remember that each of these sections contributes to the overall campaign. The parts do not operate separately; they are intertwined to create the entire public education campaign. As an example of a complete program, consider the Blue Thumb program that was created by the U.S. Environmental Protection Agency and the American Waterworks Association, and which has been used by agencies such as the Oklahoma Conservation Commission. The Blue Thumb program is an educational program addressing pollution prevention and water quality. The programs extensive Web site (www.awwa.org/bluethum.htm) houses the various parts of the program. The program includes a large selection of information sheets on integrated pest management (IPM) and proper pesticide use. The Blue Thumb Web site includes a tip of the month section, a bloopers page of unwise water use, and childrens games that reinforce the campaigns themes. The program has its own press materials, fact sheets, an extensive selection of giveaway items, and camera-ready artwork for special events such as Drinking Water Week.Every aspect of the Blue Thumb campaign features its distinctive logo and consistent messages. The campaign has a variety of materials and information, but it is all unified under the larger campaign. In creating your own campaign, you should work toward the same type of effort with a variety of materials that promote an overall theme and key messages.                  Public education campaigns are strengthened when they contain a unified message that becomes easily identifiable with the project. The message, or theme, of the campaign will help tie the various elements together and will allow people to easily recognize and remember the program. With the addition of a simple and easily identifiable logo, the program begins to build a consistent identity throughout the campaign. This workbook contains various print materials that contain the theme H2O Home to Ocean. This theme, and its corresponding logo, has been created to give you camera-ready materials that you can use as part of your own campaign. The H2O Home to Ocean theme intends to get consumers thinking about the fact that their homes have a connection to the water system extending all the way to the ocean. 	Consumers may think that once they pour pesticides down the drain, the products cease to be harmful and have no other impact on the environment. They may also think that because it is legal to purchase and use pesticides, then they must be safe to dump in the drain. For many of these consumers, out of sight is out of mind. The goal of the H2O Home to Ocean theme is to get consumers to recognize the potentially harmful impact pesticides can have when they are not used correctly or disposed of properly. The theme aims to get consumers thinking about the link between what they use in their home and how it impacts the rest of the environment. The H2O Home to Ocean logo and materials were created specifically for this project. Space has been left on all camera-ready materials for you to include your organizations name and contact information. The logo can be used on a variety of materials in different sizes, but it should not be altered from its original format (that is, you may print it larger or smaller, but we ask you not to change the proportions, the graphics, or the type font). If youd like to print the logo in color, we request that it be produced in PMS (Pantone Matching System) 322C.If you decide to use the H2O Home to Ocean materials as part of your campaign, we would encourage you to use the logo on all of the materials you create and distribute. This helps give the public education project a cohesive look, and one that builds consumer awareness through repetition and consistency.                           7 7                                                    s        M   d   s       M   d   s       M d   s       M   d   s        M   d   s       M   d   s       M d   s       M   d   s        M   d]  x        M   d   x       M   d   x      <M d   x       M   d-  x        M   d   s        M   d   s       M   d   s       M d   s       M   dT  s        M   d   s       M   d   s       M d   s       M   d  s        M   d              D              x x 2  d    H             d            d             ,   x x 2  d    H             d            d    P          ,   x x 2  d    H             d            d    ;              x x 2  d    H             d            d          LhdZ          Lhvv                     ) "   Xh ( "   h )  "   &h # "   h % "   h + "   Oh & "   h ( "   h % "   h + "   _h ! "   h ) "   h  "   h   B        h     
      h & "   <h * "   3h ' "   _h & "   <h , "   h & "   h & "   )h , "   bh $ "   h ( "   h + "   |h   B        h     d      hSo, the issues related to pesticide use, whether correctly defined by the media or not, increase in urgency as government and civic organizations focus attention on the dangers of improper residential pesticide use and disposal. The opportunity for POTWs to take the lead in public education is tremendous. As professionals who have a stake in water quality, and as a prime connection with consumers, POTWs have the chance to play a large role in pesticide public education campaigns. According to the DPR survey of POTWs, a large percentage indicated that they were uncertain as to how significant a problem is posed by various pesticide uses. It is interesting to note that the perception of the pesticides problem among those surveyed. When queried as to the source of the pesticide problem in their service area, POTWs responded that the following chemicals were very significant or somewhat significant.                        s        M   d                                                x x 2  d    H             d            d                                                     h  0                                                                                                                                                                                       7      D"``                                             # [  " 
 [  "     P      "                Review Your Previous Campaigns or Educational Efforts          7        RM   d                                   7           P   x x 2  d                  d            d                                                     7 h                                                                                                                                                                                           % "    h $ "   ]h ' "   h , "   [h (  "   h $ "   h ) "   h # "   h ) "   h # "   th + "   h " "   h & "   h * "   h ' "   _h ' "   h * "   h &  "   h  "   h   B        h % "   &h   B        h     <      h ) "   h & "   Bh ( "   h ' "   h ) "   h / "   Oh $ "   h %  "   }h & "   h & "   Oh * "   <h * "   [h ( "   h ' "   h ( "   ch & "   ]h +  "   Kh ( "   h  "   h   B        h $ "   zh & "   h &  "    h  "   ~h           hCopyright is the right of authors to control the reproduction and use of their creative expressions, which have been fixed in tangible form. The types of creative expression eligible for copyright protection include literary, graphic, photographic, audiovisual, and musical works. Ideas and facts are never protected by a copyright. Rather, the copyright pertains only to the literary, musical, graphical or artistic form in which an author expresses intellectual concepts. You are always free to report the facts contained in any copyrighted material. However, you may not employ the same or essentially the same combination of words, structure, and tone, which comprises the expression of those facts.(Source: Associated Press Stylebook)Work that is copyrighted is typically identified by the symbol  with the word copyright adjacent to it. You may use copyrighted material if you show the copyright and do not use it for your financial gain without permission. If you are considering whether you can use copyrighted materials for your campaign, you should always consult the districts general counsel. Materials produced by the U.S. government is free of copyright restrictions. Many state and local government also allow free use of materials they produce, usually asking only that you credit the source. Again, check with your general counsel to be sure, and it is always best to ask permission from the originating agency before using their material. (For more information on copyright laws, see the U.S. Copyright Offices Web site at http://lcweb.loc.gov/copyright.)                                              -b  -b)X#H}                                  V  s        M   d                                  V              x x 2  d    H             d            d                                                    V h  0                                                                                                                                                                                         d2              
      d                                                                                                                                                           d                     )    
(              F.                                                                                                                                                                                              j    TP                                                                                                                                                                                                                 #d
*              
      d                                                                                                                                                           d                    U    &                u      u	                                                                                                                                                                      d                    l    

               M A     M A		   5    	                                                                                                                                                               d                    U)                                                          ,  nXMAC    ,   ,              .DOC                      E"`XX                                             
 [  "`     P      "`                                Review of Other Programs                                                RM   d                                              P   x x 2  d                  d            d                                                      h                                                                                                                                                                                             '   E*X*X    [      Eff    \                 & "   v % "    ' "   ] ( "   h ( "    $ "     & "    & "    " "    $ "    . "     "      B ,        6         
 ' 6   , 6   ( 6     6     B         ' 6    6  	   B         ( 6  @ ' 6  R # 6  .   B        h # "    ) "    '  "    ( "    % "   0 " "   + % "   / % "   ! # "    & "    % "      B ,        6         $ ( 6  6  6   * 6  = # 6  b ) 6   % 6   ' 6   $ 6   ' 6   ) 6  =  6  ]   B        h & "    ( "    % "    & "    + "    ' "   X   "   .In the process of developing your own public education campaign, you will undoubtedly come across information and materials from other campaigns that you would like to incorporate into your program. We have even used some of these programs such as Central Contra Costa Sanitary Districts project as examples of successful programs. An overview of Central Contra Costa Sanitary Districts campaign is included in the Appendix. 	Reviewing other campaigns on pesticide use and environmental programs will give you the opportunity to see the variety of ways in which a campaign can be constructed. Keep a file of flyers, pamphlets and fact sheets that you like. Determine what elements you find most appealing, and keep these in mind as you construct your own campaign. While it is advantageous to gather information from similar campaigns, it is wise to use caution when attempt-ing to pattern your program after those conducted by others. Dont assume just because a program has been implemented in the past that it was 1) successful and 2) based on good science. Great graphics and catchy slogans should never be a substitute for valid and important information.	Simplicity in conveying a few very specific messages is a mark of a good campaign. Remember, your customers will probably be reluctant to change long-standing household or business practices, and they certainly dont want to wade through a complex scientific lecture to find out how important their actions are to the environment. Short and to-the-point statements related to the bottom line will make the case. DPR conducted an extensive review of other programs and while they are used throughout the workbook as examples of various elements, we have designed the themes, logos and written materials around the most important messages for California residents.                   s        M   dl  x        M   d  s        M   d  x        M   d   s        M   d                                                        x x 2  d    H             d            d              ,   x x 2  d    H             d            d                  x x 2  d    H             d            d                  x x 2  d    H             d            d             ,   x x 2  d    H             d            d                   x x 2  d    H             d            d                                     h  0                                                                                                                                                          l   0                                                                                                                                                           h  0                                                                                                                                                             0                                                                                                                                                            h  0                                                                                                                                                                             F"8XX                                             
 [  "8     P      "8                                   X  ]                                               A Note about Copyright Laws                                             RM   d                                  X~>Nn                                                P   x x 2  d                  d            d                                                    a~HNu                                      h                                                                                                                                                                                          j~RN|                                    s~\N                                    F   5   z--    i   :   zh,,    j                  ]d]d  4  4(  (                                         )  "    ) "    ' "    # "   a % "    , "    # "    * "    ! "      B        h * "   i ( "   u # "   ` * "     "      B        h 
 ,               "     !    ,A  " ,E   B  x        "     $    , $ " ,   B  x        "     "    ,> % " ,1  " ,   B  x        "     !    ,Z ' " ,  " ,e   B  x        "         , 	 " ,T   B  x        "     !    , % " ,j 	 " ,G   B  x        "     )    ,  " ,$   B  x        "     %    ,G  " ,
   B h      h 
 ,  h           h  "    h $     ,h " " ,h  " ,	mh   B  x      h  "    h !     ,h   " ,h " " ,Jh ! " ,h   B  x      h  "    h $     ,h &  " ,Zh & " ,Ch 	 " ,Hh   B  x      h  "    h #    ,:h  " ,h  " ,h   B  x      h  "    h !    ,h " " ,h   B  x      h  "    h "     ,ph # " ,mh   B  x      h  "    h &    ,h ' " ,jh   B  x      h  "    h "    ,Wh  " ,h   B h      h  ,  h           h  "    h !    ,sh  " ,h   B  x      h  "    h $    ,h  " ,h   B  x      h  "    h      ,wh  " ,h   B  x      h  "    h $    ,h  " ,	?h   B  x      h                Any public or semi-private entity understands the nature and reality of limited budgets. We can consider the budget crunch an everyday dilemma. When budgeting for a campaign, be sure to build in efficiencies such as partnership opportunities and free publicity venues. It is also important to carefully construct and manage the budget.The following provides a checklist in the development of a budget for a campaign. This assumes that you need to keep track of staff time as part of the budget planning process.Where to Startq	Take time to map out the project before it beginsq	Outline all expected staff time and out-of-pocket expenses line by lineq	Research and request bids for all expenses, getting several for any large items such as printingq	Discuss/review the budget with a supervisor or coworker as a reality checkq	Estimate ballpark figures when possibleq	Include tax on all hard costs as appropriate  this can be quite a surpriseq	Include a 5 to 10 percent contingency if possibleq	Formally write up budget and provide to all appropriate partiesHow to Implementq	Provide all management/communications team members with detailed budget for each projectq	Provide staff members with estimated time they can spend on a project, along with the estimated expenses for specific hard costsq	Have team members alert a supervisor immediately if time or out-of-pocket expenses are getting out of controlq	Review detailed budget status each month and have major vendors provide the sameq	Maintain monthly budget trackers and estimated remaining budgetq	Designate a member of the management team as a budget point personq	Keep copies of all signed estimates and invoices to help track expenses q	Create an invoice binder for easy referenceBudgeting Tipsq	Use previous similar programs as budget guidelinesq	Always call vendors for estimates  dont guesstimateq	Document discussions that might impact budget q	Include miscellaneous expenses such as administrative costs                                                             s        M   d           GMM   d   s        M   d 2  s        M   d   s        M   d H  s        M   d   s        M   d d  s        M   d   s        M   d N  s        M   d   s        M   d (  s        M   d   s        M   d O  s        M   d   s        M   d 7  s        M   d   s        M   d @  s        M   d           GMM   d   s        M   d ^  s        M   d   s        M   d   s        M   d   s        M   d y  s        M   d   s        M   d S  s        M   d   s        M   d C  s        M   d   s        M   d E  s        M   d   s        M   d M  s        M   d   s        M   d .  s        M   d           GMM   d   s        M   d 3  s        M   d   s        M   d 8  s        M   d   s        M   d /  s        M   d   s        M   d <  s        M   d                                      x x 2  d    H             d            d                   x x 2  d              
   d    ,        d     4    ,      x x 2  d    H             d            d        ,   x   x x 2  d    H             d            d               h   x x 2  d              
   d    ,        d     `    ,      x x 2  d    H             d            d    a    ,   x   x x 2  d    H             d            d               h   x x 2  d              
   d    ,        d     5    ,      x x 2  d    H             d            d         ,   x   x x 2  d    H             d            d                                     h  0                                                                                                                                                                                                                                                                                                                             * ,  X  4                                                                                                                                                                                                                                                                                                                          ,  X  4                                                                                                                                                                                                                                                                                                                           ,  X  4                                                                                                                                                                ,  nXMAC    ,   ,              .DOC                      G!HXX                                             
 [  !H     P      !H                                Goals and Objectives                                                    RM   d                                              P   x x 2  d                  d            d                                                      h                                                                                                                                                                                          '   )   G- ,`    S   *   G'~'~                      " "
  " "8
  " "	
  " "	
  " "
 * "    # "    , "   9 ' "    . "    $ "    * "    + "    )  "    , "    & "    % "    + "    + "    ) "   U  "        B        h    y   B        h " "    , "    ) "    $ "    *  "    & "   V , "    + "    ) "   @  "   W   B        h & "   V ( "    * "   | , "    % "               $ "    #  "    ) "   6 ( "    * "   3 & "    ( "   , # "      B        h ) "      "      B          "         , # " ,             "     "    ,  " ,   B        h %  "   h ' "    & "   = ) "    ) "   ( , "    ' "    ! "      B        h % "   }  "   U   B          "         ,t #  " ,  " ,   B          "     &    , " " ,6 $ " ,  " ,   B        h   E        h                                                  s        M   d %           RM   d  s        M   d            RM   dg  s        M   d                                                        x x 2  d    H             d            d     %              x x 2  d                  d            d                  x x 2  d    H             d            d                   x x 2  d                  d            d    g              x x 2  d    H             d            d                                                    z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1           z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1           ^                          
      
         4                   H   H           8                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                                                                    *            2              2              2              2              &                                                                                      H   H           8                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                                                               *            2              2              2              2              &                                                                                                          he key to an effective consumer education program is to organize the components into a complete, logical and persuasive plan. The plan should detail the procedures that will help meet certain objectives and explain how their progress will be measured. A complete situational analysis should be included to guide the selection of goals and objectives. A situational analysis is similar to information presented in the needs assessment section of this workbook and reviews the opportunities for marketing action. It also takes into account the what if scenarios. For example, what if detection of pesticides continues to increase and residential misuse is identified as a point source? GoalsA consumer education program must start with a clear understanding of your goals. Think of the goal or goals as the bottom-line result that you hope to achieve in the campaign. Its not necessarily changing the ways homeowners use and dispose of pesticides; its quite possibly a reduction or containment of detectable pesticide residues in the public water system. You need to consider measurability of the goals. For instance, if one of your goals is to reduce detected residues of specific pesticides in your influent, you must have baseline data that you can later compare with results of tests conducted after your education campaign. Be realistic when setting goals. Perhaps a goal of increasing consumer awareness of their responsibility in protecting Californias water is more achievable than an immediate reduction in detectable pesticide levels. For instance, the goals of a POTW public education campaign could be to:  	Encourage proper disposal of pesticides among residential users  	Increase awareness of responsible home pesticide useThese might seem simplistic, but campaign goals are designed to be focused on the end result. It is how you will accomplish the goals that determines a successful campaign. Typically, through strategies that are applied to a specific target audience, communication and education will achieve the goal.We know that there are two distinct paths toward the end result:1.	Educate consumers about proper purchase, use and disposal of home-use pesticides; and2.	Educate consumers about integrated pest management as a way of using pesticides more wisely and reducing overall pesticide use.         s        M   d           RM   d  s        M   d |  s        M   dz  s        M   d   s       M   d   s        M   d V  s        M   d   s       M   d   s        M   d   s        M   d                                                      ם              x x 2  d    H             d            d                   x x 2  d                  d            d    Ɲ              x x 2  d    H             d            d     ~    ,      x x 2  d    H             d            d    z              x x 2  d    H             d            d     ߝ    ,      x x 2  d    H             d            d                                     h  0                                                                                                                                                            h                                                                                                                                                               h  0                                                                                                                                                           ~ ,  X  4                                                                                                                                                      z h  0                                                                                                                                                            ,  X  4                                                                                                                                                                                               $      Q"XX                                             $
 [  "     P      "                                z    PICT 2 %   H      Adobe Illustrator(TM) 7.0   wave.eps  9/30/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                  A Look at the Communication Process                                  ..  9  9
  
                                 $        RM   d                                   $           P   x x 2  d                  d            d                                                     $ h                                                                                                                                                                                          ?!6l (                             7      R"``                                              [  "  [  &"     P      "                       ,  IMAC    ,   ,              EPSF     7.          },5:  +*  +*                                   h  0                                                                                                                                                           % h                                                                                                                                                               h  0                                                                                                                                                            h                                                                                                                                                              g h  0                                                                                                                                                                                                                                      HPHalftone                            !                                                                Smoothing                             "12Meg                                                           InstalledMemory                       #False                                                           Option1                               $600dpi                                                          JCLResolution                         %False                                                           JCLEconomode                          &                Target Audiences for the Public Education Campaign          7        RM   d                                   7           P   x x 2  d                  d            d                                                       s        M   d    } }      M   d E  s        M   d    } }      M   d R  s        M   d    } }      M   d #  s        M   d    } }      M   d  s        M   d                                                   7 h                                                                                                                                                                                                         x x 2  d    H             d            d                 x x 2  d    X              d            d     E         (   x x 2  d    H             d            d                 x x 2  d    X              d            d     R         (   x x 2  d    H             d            d                 x x 2  d    X              d            d     #         (   x x 2  d    H             d            d                 x x 2  d    X              d            d     D         (   x x 2  d    H             d            d    U              x x 2  d    H             d            d                                        u       \@     /  ] /                u@                  @     -   -     1  @1                *      *             	       (  (                %      %               @     .@  .                               	         @                              	   	       @      
                          #                  
 *@       4       A                  B        R@                  ]                  j                 	 x       	 @      	                                                                   @     	 P 	     
        @                            	  @	                                    @     ^      :       $ 8 @$            	 ) 	     	 @ 	      ŀ     @                Ӏ       Ԁ       ր     	  	      "         @               ؀       @       ـ     	 R 	     
]                               @                   	 M 	     	  	               @                           	   	       @                     @     
                              <      $ 8  $     l @                    	  	                        @               !       !     	 K " 	      &       )       +       1@     	  1	      + 1       2        2@       2       3       6       	 6@       9@     $ 8 =$       >      	 > >@	       B@     	  B	      ! B       C        C@       C       D     	  D	      + E        E@       E       F        F       G      	 M G@	       L@       L       L     V M@       U       V     	 M V	     n [     	j d@       m       n        p       r      	  r@	      t        w       x        x       y@     	  y	      7 y       z        z@       z     	 0 {	     V ~               @                           $ 8  $       @     	  	                      @                   	 < 	     o                                    	  @	                             @                      @               @                   	 o  	             , @      
             $ 8 @$            	  	               @                           	 U  	       ɀ       @                :       : @     ^ ΀     	z                                      	  @	     :       $                @                     	              	  @	     $ 8 $                      @      7                 @      	               
       h  0                                                                                                                                                                                                                                                                                                                        E ,  X  4                                                                                                                                                                                                                                                                                                                    R ,  X  4                                                                                                                                                                                                                                                                                                                    # ,  X  4                                                                                                                                                                                                                                                                                                                    D ,  X  4                                                                                                                                                      U h  0                                                                                                                                                                                      	   S    -                                          6         
: " 6  z   B        " * 6  v '  6  " & 6  ^ ' 6  R   B        h     <      h                                	For a residential outreach campaign, the primary target is: Homeowners who actively participate in gardening activities and home improvement  the consumers most likely to purchase and use pesticide products.                                    ?  x        M   d   x        M   d     ?         ,   x x 2  d    H             d            d                  x x 2  d    H             d            d                                     ?   0                                                                                                                                                              0                                                                                                                                                                                                                     2   R,,$    ]Z   )   R|- -     ^                 & "    # "   N + "    & "    ' "    , "      B        h ) "    #  "    - "   n *  "    ( "   |  "      B        h # "    * "   h ( "   b - "   b % "    0 "     "   
   B        h  "   l  "   	     u   B        h  "        u   B        h  "        u   B        h  "   	*     u   B        h  "        u   B        h  "        u   B        h * "   + ' "    ' "    * "   O &  "   3 ' "    - "    & "   ]     x       +  "   | * "   | # "   | ( "   | + "   | $ "   | ' "   | & "    | & "   | # "   a|   B        h ( "   | ) "   | )  "   | + "   	| & "   | * "   o| ) "   | & "   | ( "   P|  "   | " "   Z|  "     |   B        h 
   4|   B        h % "   | % "   | ' "   | ) "   r| ( "   | ) "   | + "   ?| # "   | ( "   9| . "   t| ( "   |   "   | ) "   |  "   +|           |                Once you understand the situation and the environment in which you are operating, and youve designed specific, measurable goals, you need to define the target audience that you wish to influence in order to achieve the goals. It is ineffective (if not impossible) to create a campaign and relevant messages/materials that will reach everyone. For this reason it is important to determine a specific target audience for the public education campaign. Results from DPRs survey of POTWs will shed some light on defining possible broad target audiences. When queried as to the source of the pesticide problem in their service area, POTWs responded that the following were very significant or somewhat significant:Landscape maintenance and roadside weed control	 33.3%Agriculture	 27.9%Residential	 27.0%Parks and golf courses	 21.3%Business/commercial	 18.0%Industrial	 12.7%The Department of Pesticide Regulation and others have studied sewage inflows in urban areas to determine sources of contamination. These studies indicate that although much higher concentrations of pesticides are sometimes seen from commercial sources, the residential areas contribute much larger flows, which translates into a greater residential contribution. Therefore, a source reduction strategy that focuses on reducing loads from residential sources would be the most effective strategy. If such a source reduction program can successfully increase the pollution prevention awareness of service area residents, inputs from commercial and other sources may also decrease. Moreover, if you wish to target some of your educational efforts to commercial operations, there are several professional associations which communicate on a regular basis to their members. For example, the Pest Control Operators of California represents structural pest control businesses. The California Landscape Contractors Association educates its member landscape companies about relevant issues. Targeting ConsumersThe most obvious audience to target for a pesticide public education campaign is consumers who are buying and using pesticide products. People use these products for a variety of tasks, from killing insects in their flower and vegetable gardens, to eliminating ants and fleas inside their homes. Many cleaning and disinfectant supplies are also classified as pesticides. As varied as these products are, and the people that use them, there are some common characteristics that allow us to develop a target audience.                      s        M   d           RM   d  s        M   d                                                    x x 2  d    H             d            d                   x x 2  d                  d            d                  x x 2  d    H             d            d                                                                                    Smoothing                             False                                                           Option2                               False                                                           Option1                                        h  0                                                                                                                                                            h                                                                                                                                                           u h  0                                                                                                                                                            h                                                                                                                                                               h  0                                                                                                                                                                      J_e>O>6 7                                    Jv@$p>!>6 4                            Jv@>!>6 4                                           S!XX                                             
 [  i!     P      !                                                                                                HPHalftone                                                                                            Smoothing                             12Meg                                                           InstalledMemory                       False                                                           Option1                               600dpi                                                          JCLResolution                         False                                                           JCLEconomode                                          Profile of the Target Audience                                          RM   d                                              P   x x 2  d                  d            d                                                      h                                                                                                                                                                                                                                                          HPHalftone                                                                                            Smoothing                             12Meg                                                           InstalledMemory                       False                                                           Option1                               600dpi                                                          JCLResolution                         False                                                           JCLEconomode                                          z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                                                                           Resolution                                                           ,  IMAC    ,   ,              EPSF     nt        z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     7.         '      V"XX    6                                         '
 [  "     P      "                                D   )   V++    e   +   V..    f * "   ; ) "    + "   d , "    ) "   , $ "   2   B        h $ "   
 / "    ( "    ' "   Y ' "    ( "       "     ' "    " "   ~ * "    )  "    - "   A  "      B ,        6         8 ) 6   % 6   ( 6  | % 6   % 6   ) 6   , 6     B ,        6     "     & 6   ( 6   ( 6   $  6  $ ' 6   % 6  3  6  	X   B        h ) "   L & "     ( "    ) "    * "   | + "    ' "     "    ) "   l ' "    , "   ; ' "    ( "     "      B        h ) "   x ) "   8 & "   | . "   ^ * "   q , "   u ! "      "      B        h  "      "    ,&   " , # " ,7 ) " ,F ! " , ' " ,< * " ,S ( " ,@ ! " , $ " , * " ,_ & " , ' " ,v ' " ,   B         , "    - "   i   "   Once you are familiar with the profile of the target audience, you can look at its use of pesticide products. It is important to understand the characteristics and habits of consumers as you formulate your public education campaign.The largest concern, because of its popularity and the room for user error, is pesticide use by home gardeners. Garden products are sold in both ready-to-use containers and in concentrate. The measuring and mixing of concentrated garden products means that home-owners are responsible for carefully reading directions and accurately preparing the mixtures. This is the first potential problem, since higher concentrations of pesticides may find their way into the water system. 	Another major concern involves application of pesticides. Homeowners need to be aware of factors, such as spraying on or near concrete, which can lead to runoff. The user may not be educated on the proper use of the products, and potential risks that may come as a result of specific conditions. 	Another potential problem arises when it is time to dispose of garden pesticide products. Users may dispose of the excess product down the drain, or pour it on a paved surface. Home-owners may not understand that these practices can severely harm water quality and aquatic life.  Indoor pest management is another area of concern. Most household pesticide products that are designed for in-home use are sold in ready-to-use containers. The bottle or can will probably be stored in a cabinet and used periodically to control pests. While it is likely that homeowners may use more of the product than is called for, the residual effects usually remain on the surface that is sprayed (e.g., the kitchen floor or laundry room counter). The potential problem for these products is mainly in their disposal.It is important to note that while there are literally hundreds of messages going out to consumers regarding safety and the environment, there is still room for a strategic campaign aimed at the safe and responsible use of pesticides. As pointed out in an August 1997 American Demographics feature article:	Americans are also aware theres much to be done. Almost three-fourths think they should be doing more for the environment, according to Roper [Starch Worldwide]. Yet just 6 percent of consumers consider a products environmental impact as a primary factor in their decision to buy it. This potential guilt gap indicates fertile ground for upping the ante on Americas environmental conscience. If our concern is close enough to the surface, it might not be difficult to stir it into action.    With this information in mind, it is now possible to continue the creation of your public education campaign.                                              s        M   dZ  x        M   d)  s        M   d   s       M   d   s        M   d
  s       M   d s  s        M   d                                                            x x 2  d    H             d            d    Z         ,   x x 2  d    H             d            d    S              x x 2  d    H             d            d    
    ,      x x 2  d    H             d            d     s              x x 2  d    H             d            d                                                     h  0                                                                                                                                                          Z   0                                                                                                                                                          S h  0                                                                                                                                                          
 ,  X  4                                                                                                                                                       s h  0                                                                                                                                                                       Pesticide Use and the Target Audience                          '        RM   d                                   '           P   x x 2  d                  d            d                                                     ' h                                                                                                                                                                                                                                                          Smoothing                             False                                                           Option2                               False                                                           Option1                                             *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
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                                                                                                                                                                                                                                                         Smoothing                             False                                                           Option2                               False                                                           Option1                                             *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                    -   U+>*    g      U    h                 
       B          "         , ' " ,   " , $ " , ' " ,e & " , &  " ,i ) " , ) " ,L % " , ' " , & " ,& ' " , $ " ,W '  " ,S ' " ,  % " , * " , $ " , % " ,  " ,   B          "         , + " ,  " ,	   B          "         ,
 % " ,y & " , % " ,3  " ,   B          "         ,C % " , $ " , $ " , 	 " ,   B                     "         ,
3  " ,3 " " ,  " ,
 $ " , ' " ,0 ! " ,T ' " ,F ( " ,3 $ " ,Z (  " , " " , % " , ! " ,   B          "         , & " ,* # " ,  " ,A   B         + "   O $ "   c                                                Components of an IPM program:n	Initial information gathering.Identify the pest problem. This is the first and most important step  figuring out exactly what youre up against. Some pests (or signs of them) are unmistakable. Other signs that make you think pest can be misleading. For example, what may look like a plant disease may be, in fact, a sign of poor soil or lack of water. Use free sources in your area to help identify your pest problem and learn the most effective methods to control it. These sources include library reference books (such as field guides or gardening books), pest specialists in your countys office of the University of California Cooperative Extension Service, and local plant nurseries. These sources are usually listed in the telephone book.n	Monitoring. Observe sites at regular intervals for potential pest problems.n	Establishing injury levels. Determine when the pest problem will warrant corrective action. Decide how much pest control is necessary and appropriate.n	Recordkeeping. Maintain an accurate recordkeeping system to document observations, decisions made, actions taken, and results.n	Selection of reduced-risk alternatives. Use the following objectives when selecting pest management approaches and specific methods: least disruptive of natural controls, least hazardous to human health, least toxic to non-target organisms, least damaging to the environment, most likely to produce a permanent reduction in the supportive environment for the target pest(s), and most cost-effective considering both short- and long-term objectives.n	Evaluation. Evaluate the effectiveness of the IPM program and make adjustments as needed. For more information on integrated pest management, see the Resource Guide.                              GMM   d   s        M   d   s        M   d   s       M   d  s        M   d   s        M   d   s        M   d   s       M   d F  s        M   d   s        M   d   s        M   d   s       M   d   s        M   d   s        M   d   s        M   d   s       M   d w  s        M   d   s        M   d   s        M   d (  s       M   d  s        M   d   s        M   d   s        M   d   s       M   d   s        M   d                                 x x 2  d               
   d    ,        d        ,      x x 2  d    H             d            d     O              x x 2  d    H             d            d                                                                                                                                                                                        ,  X  4                                                                                                                                                       O h  0                                                                                                                                                                                                                                              Smoothing                             False                                                           Option2                               False                                                           Option1                                              Wh    kX   2   W,,    l(   +   Wh((    m                                                         
 [  5h           h ) "   L % "    " "    ( "    % "    ( "    * "     "   I   B        h 	     
       B        h ( "    $ "              h  "          , ( " ,5 " " ,  " ,	>   B        h  "     !    ,T % " , " " ,~ # " ,3 " " , 	 " ,   B        h  "     $    ,: # " ,- " " ,7 % " ,M 
 " ,Q   B        h % "    ( "   P  "      B        h  "         ,   B        h  "     &    ,   B        h  "     "    ,  " ,
   B        h  "    h $    ,jh ! " ,h   B        h  "    h &    ,h  " ,h   B        h '  "   h % "   h ( "   |h ( "   
h           h  "    h #    ,h " " ,h  " ,uh   B        h  "    h #    ,h ! " ,,h  " ,h   B        h % "   Eh " "   (h " "   h # "   h ( "   h $ "   h  "   8h # "   h  "   	h   B        h # "   h & "   h ) "   Ch $ "   Gh ! "   h & "   h # "   h & "   	h  "   h   B        h                StrategiesThe strategies in your communication plan are based on your goals and the methods used to reach your target audience. For example, take the broad audience of homeowners ages 25 to 54 and consider ways to rationally build a host of opportunities to reach them. For instance:Homeowners (25  54) who actively gardenWe can build an opportunity profile by making some general assumptions:n	They may be more likely to have financial resources given the fact that they are homeowners and they have enough land to garden.n	Because they are gardeners, they probably read the gardening section of their local newspaper and they might be interested in the weekend garden program on the local radio station.n	They purchase pesticides at garden centers and independent nurseries. They might even enroll in a class there regarding a specific area of interest.Reach this defined audience with the communications methods available to move your message:  	Newspaper garden sections  	Radio or television feature programs  	Direct mail opportunities via the purchasing of mailing lists  	Bill inserts in mailings other than your own billing (sorted by zip)  	Retail point-of-sale program at local garden centerMapping out your plan involves outlining your goals and messages, and the communications methods you will use to reach your audience. For instance:  	Place a series of columns with the local newspaper garden editor and writer  	Conduct regional spokesperson tour in conjunction with Earth Day activitiesThese become two strategies with the actual execution of each defined through the plan. You should also consider localizing story angles  making sure that if you have statewide statistics, you relate them to your backyard and make them more newsworthy and compelling to the local/regional audience.These goals and strategies become critical in evaluating your programs. However, to adequately discern if you have achieved your goals, you need to conduct pre- and post-program research or somehow set a benchmark to measure success. Evaluation programs will be discussed further in this workbook.                                                              RM   d  s        M   d ,          GMM   d L  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d  s        M   d                                                                                    HPHalftone                            g                                                                Smoothing                             h12Meg                                                           InstalledMemory                       iFalse                                                           Option1                               j600dpi                                                          JCLResolution                         kFalse                                                           JCLEconomode                          l                                                                                HPHalftone                                                                                            Smoothing                             12Meg                                                           InstalledMemory                       False                                                           Option1                               600dpi                                                          JCLResolution                         False                                                           JCLEconomode                                                      P   x x 2  d                  d            d                  x x 2  d    H             d            d     ,              x x 2  d               
   d    ,        d     L              x x 2  d    H             d            d    ՝    ,      x x 2  d    H             d            d     b              x x 2  d    H             d            d        ,      x x 2  d    H             d            d                   x x 2  d    H             d            d         ,      x x 2  d    H             d            d    h              x x 2  d    H             d            d                                      h                                                                                                                                                               h  0                                                                                                                                                           ,                                                                                                                                                                   L h  0                                                                                                                                                           ,  X  4                                                                                                                                                       b h  0                                                                                                                                                           ,  X  4                                                                                                                                                        h  0                                                                                                                                                            ,  X  4                                                                                                                                                      h h  0                                                                                                                                                                                  V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                       .             2              2              2              2              *                               
                                               z    PICT W %   H      Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J        ;   X--     s   *   X-(,    t      [T    uF   
   [

    v                                 %  "   ] ( "    ' "    ) "    ' "    ' "   v ) "    / "    - "      B        h ( "   l  "   5   B          " h s        B          " h s        B          " h s        B          " h s        B          " h s        B          " h s     	  " >   B          " h s "    m  "     B          " h s     "   B          " h s     G   B          " h s #      " 	   B          " h s     6   B          " h s                 ) "    ' "   Y & "    ' "    $ "    % "   '            ! "    ' "    ' "   F + "     "      B        h   "    * "    " "   w ' "   G ! "    # "    " "   
 " "   p ) "   r % "     "      B        h $ "   ' ' "   & ) "    % "    " "    ( "    & "   	 " "   w , "   + &  "    * "    #  "   = * "    . "   A ) "   ? ) "    ) "    ! "      B        h ' "    * "    " "    + "        <       * "    + "   _ * "    + "    & "   0 ) "   B ' "    ' "    * "    & "   c     Y       * "   4  "   s   B        h ! "    ( "     # "   - + "    & "   m # "      "                                   The goal of any public education campaign is to generate greater awareness for your program and issue. One way to increase the visibility of your campaign is to solicit the involvement of key community leaders. These people may hold a variety of positions within the community, but they are all individuals who are easily recognizable to citizens. Key community leaders may include, but are not limited to:	Mayors	City council members	County supervisors	Assembly members	State senators	City/county government department heads	Professors at local universities and colleges	Prominent business leaders	Community activists	Executive directors of relevant non-profit organizations	Civic leaders	Media personalitiesHaving a community leader associated with your program can help you in many ways. It helps get the word out about what you are trying to do. A community leader who knows about your program may be more likely to bring it up in conversation with other people. Endorsements from community leaders give your program a heightened sense of credibility, as long as the leader is a trustworthy source. Before you approach a community leader, formulate a specific request for help. Do you want an endorsement? Would you like the leader to publicize your program during a meeting or conference? Would you like them to mention it to other key community contacts? Be very clear about the leaders role. It may help to write your objectives for each person you want to approach.Before you contact any community leaders, make sure you have the backup and support material needed to convince them that they should take notice of your program. Your first approach should be in writing. Many community leaders receive dozens of phone calls and requests each day, so written materials will give them the opportunity to review the program at their convenience. Include a brief cover letter with one or two pages of information attached. Dont overload the letter with a lot of details. In the letter, state that you will follow up within the next week, and do so promptly. Dont be discouraged if your call is not returned right away. Be persistent without being pushy. Gaining support from community leaders is just the first step. Once these people are part of your program, work to maintain a relationship with them. Stay in contact with the leaders on a regular basis. This can be done via e-mail, fax or phone. Do not interrupt them with calls unless it is very important. Even if you dont need help right away, keep your contacts updated. Send regular progress reports and ask for support along the way. Invite your key community leaders to any special event. This not only makes them feel important, but gives them additional opportunities to become involved with your program.Once you establish key community contacts, keep the relationship going. Even when your campaign ends, drop notes to your community leaders to keep them up to date on your facility and any other news you may have. These contacts will prove valuable.  >  s        M   d                                         @@                                               @                                                   introduction                                                           P@@                                               @                                                   introduction                                                        d      M   d                                                                                                  Resolution                                                                   x x 2  d                  d            d                                                          #0"#0"  9  9
  
                                                                                                HPHalftone                                                                                            Smoothing                             12Meg                                                           InstalledMemory                       False                                                           Option1                               600dpi                                                          JCLResolution                         False                                                           JCLEconomode                                                                                                          HPHalftone                                                                                            Smoothing                             12Meg                                                           InstalledMemory                       False                                                           Option1                               600dpi                                                          JCLResolution                         False                                                           JCLEconomode                                                                                                          HPHalftone                                                                                            Smoothing                             12Meg                                                           InstalledMemory                       False                                                           Option1                               600dpi                                                          JCLResolution                         False                                                           JCLEconomode                                                                                                          HPHalftone                                                                                            Smoothing                             12Meg                                                           InstalledMemory                       False                                                           Option1                               600dpi                                                          JCLResolution                         False                                                           JCLEconomode                                            h                                                                                                                                                                                              d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 @@                                               @                                                   introduction                                                        d      M   d                                      LX)T                                                                                                                                                                                                            R    `|(              X                                                                                                                                                                                              m    )|              h                                                                                                                                                                                                  .              H@                                                                                                                                                                                              9    |)h                    	                                                                                                                                                                      d                    9   "@L x0 xD   =                                                                                                                                                                                    =                      =   "@L                                                                                                                                                                                   =                      = 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  |J x* x   =                                                                                                                                                                                    =                      =   |J                                                                                                                                                                                   =                      =   |J           =                                                                                                                                                                                    =                      =     $                u      u	                                                                                                                                                                      d                    =                  K@                                                                                                                                                                                              9    4L
                *      *	   F                                                                                                                                                                   d                    U    44              x2                                                                                                                                                                                              k    \)@               ,                                                                                                                                                                                              k    4Xd              $                                                                                                                                                                                              k    Rp                                                                                                                                                                                                             k                                            ,              s@                                                                                                                                                                                              :    ܈              r@                                                                                                                                                                                              :    4              -{                                                                                                                                                                                              k    )@               .                                                                                                                                                                                              k    d              )                                                                                                                                                                                              k    ~p               ,                                                                                                                                                                                              k                                                                                                                    Resolution                                                                                                                    Smoothing                             False                                                           Option2                               False                                                           Option1                                                                                                       Smoothing                             False                                                           Option2                               False                                                           Option1                                                      x x 2  d                  d            d                                                      h                                                                                                                                                                                           7      z"``                                              [  k"  [  &"     P      "                Budget Development for a Public Education Campaign          7        RM   d                                   7           P   x x 2  d                  d            d                                                     7 h                                                                                                                                                                                          %   )   Zh++*    n   $   Zh))    o                  " 	4	  " 		  " 		  " 		  " 	 ( "   h ) "   h % "   h & "   h , "   h ) "   eh ( "   h )  "   _h $ "   h  "   	h   B        h ( "   h & "   vh $ "   h " "   h * "   h ' "   ih ) "   h + "   Sh # "   h , "   h & "   h $ "   h % "   h ( "   <h ' "   _h  "   h   B        h  "     h     ,]h $ " , h $ " ,:h   " ,yh ! " ,h $ " ,h     x      h $ " ,h ! " ,h   B ,      h  6    h     
h $ 6  h ' 6  h % 6  %h * 6  h " 6  $h $ 6  h & 6  gh ( 6  eh + 6  .h * 6  h # 6  Ch ' 6  h ) 6  h , 6  h , 6  ih & 6  =h ' 6  eh $ 6  h (  6  h ( 6  ;h & 6  Sh # 6  h   B        h ! "   (h ! "   h % "   >h ( "   |h ' "   ch " "   h  "   h   B        h~αR!#' %?*+.34/*3?<,(9[|vvpiinvour mission in a public education campaign is to change the behaviors of those people who are likely to misuse and improperly dispose of pesticides. To change attitudes and behaviors there must be an element of persuasion included in the campaign. Persuasion can be defined as the act of influencing a person to make a desirable choice. For the purpose of your public education campaign, you are attempting to influence homeowners to use and dispose of pesticides properly.Throughout the public education effort, most of the communications should serve the purpose of influencing peoples behavior. Whether the campaigns goal is to encourage people to conserve energy, stop littering or use and dispose of pesticides wisely, the goal is to influence their behavior. The communication tools  such as bill inserts, brochures, advertisements, special events etc., should persuade people to take action with specific suggestions for taking action. For example, when describing to consumers how to properly dispose of pesticides, suggest the following:	Dispose of all empty pesticide containers by placing them in the garbage for shipment to a landfill. For unused dry pesticides, wrap individual packages in several layers of newspapers and tape or tie the package closed. Place these wrapped packages in the garbage.	The persuasive power of a message or a campaign is dependent upon several factors. People will take into account the evidence presented, the source of the information, and the impact the issue has on them. The evidence is the factual information available that describes the problem. Evidence about the impact of pesticides on water quality is not difficult to find. Make the evidence compelling for your target audience. The source of the information is your agency, and any partners you choose to include on your materials. The impact is how pesticide use directly affects the target audience. Homeowners must understand why they should care about how use and disposal of pesticides. For example, you may appeal to your customers environmental concerns. Or you may point out that as ratepayers, they could face higher costs if water quality declines. Persuasion in a public education campaign should never attempt to manipulate people or propagandize issues. Persuasion is based on truthful information and the presentation of messages through various forms of communication.                                                        X  s        M   d  s       M   ds  x        M   d   s        M   d        X              x x 2  d    H             d            d        ,      x x 2  d    H             d            d    s         ,   x x 2  d    H             d            d                   x x 2  d    H             d            d    X h  0                                                                                                                                                           ,  X  4                                                                                                                                                      s   0                                                                                                                                                            h  0                                                                                                                                                                                                                        x x 2  d    H             d            d    N    L      x x 2  d    H             d            d    	D              x x 2  d    H             d            d                     h  0                                                                                                                                                          N                                                                                                                                                               	D h  0                                                                                                                                                                                     "XX                                                  ,  nXMAC    ,   ,              .DOC                '      ["XX    w                                         '
 [   "     P      "                                Key Months for Conducting a Campaign                          '        RM   d                                  $  $                                                  +              @                                                                                                                                                                                                  
              @                                                                                                                                                                                                                 s-                                                                                                                                                                                               kL    @>              u T                                                                                                                                                                                              kM    "rz(              wX                                                                                                                                                                                              kN    *              x,                                                                                                                                                                                              kO    $)^              y 
                                                                                                                                                                                              kP    `ֶf              zX                                                                                                                                                                                              kQ    z              t ,                                                                                                                                                                                              kR    )@              v 
                                                                                                                                                                                              kS    |)T                    ?	   X    @                                                                                                                                                               d                    kT                                                                                                      0              @@                                                                                                                                                                                              8                  @                                                                                                                                                                                              7    `ֶf              `                                                                                                                                                                                                 . x djX   3                                                                                                                                                                                    1                      1   .                                                                                                                                                                                   1                      2   .           3                                                                                                                                                                                    1                      3    `>              } ,j                                                                                                                                                                                              ka    )@              ~ +*                                                                                                                                                                                              kb    x              {M*l                                                                                                                                                                                              kc    p              | (<                                                                                                                                                                                              kd                                             7      Z"``                                              [  "  [  &"     P      "                Persuasions Role in the Public Education Campaign          7        RM   d                                   7           P   x x 2  d                  d            d                                                     7 h                                                                                                                                                                                                 X(@@                                               @   Q(                                                Basics of Public Education                                          d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                                                                          HPHalftone                            K                                                                Smoothing                             L12Meg                                                           InstalledMemory                       MFalse                                                           Option1                               N600dpi                                                          JCLResolution                         OFalse                                                           JCLEconomode                          P                       Z(@@                                               @   Q(                                                Basics of Public Education                                          d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 [(@@                                               @   Q(                                                Basics of Public Education                                          d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                          4   2   ^&H&H                                              "   5            B          "   5     ,     N    R   B          "   5          	   {   B          "   5                      p     B          "   5         u                    y   B          "   5                B          "   5     U           B          "   5     I             	   T   B          "   5         u                                  AwAqc@y  !  !                                    q	Involve employees in initial planning     q	Explain background problems to employees  q	Include employees in problem-solving planning  q	Show employees why they should care about the new campaign	   q	Provide employees with a complete understanding of the program and information to complete their specified role  q	Convey clear and concise message points to employees  q	Relay messages in face-to-face meetings whenever possible  q	Provide written materials to employees when meetings are not possible  q	Keep an open-door policy	            z    PICT K %   H      Adobe Illustrator(TM) 7.0   appendix.eps  10/9/98      ,        ,     4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       n          s        M   d *  s }       M   d   s        M   d ,  s }       M   d   s        M   d 0  s }       M   d   s        M   d @  s }       M   d   s        M   d w  s }       M   d   s        M   d 6  s }       M   d   s        M   d :  s }       M   d   s        M   d J  s }       M   d   s        M   d   s }       M   d                                     .           x x 2  d    H             d            d               x x 2  d    H             d            d                                    4                                                                                                                                                                                                 ,  nXMAC    ,   ,              .DOC                      A@@                                               @                                                   introduction                                                        d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                          z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1           z    PICT 0 %   H      Adobe Illustrator(TM) 7.0   h2o logo.eps  10/5/98        M  i         M  i    4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                     ,  IMAC    ,   ,              EPSF     7.               ,  IMAC    ,   ,              EPSF     nt               @@@                                               @                                                   introduction                                                        d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 C@@                                               @   .                                                needs assessment                                                    d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 B@@                                               @                                                   introduction                                                        d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 D@@                                               @   .                                                needs assessment                                                    d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 L@@                                               @   .                                                needs assessment                                                    d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 F@@                                               @   .                                                needs assessment                                                    d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 E@@                                               @   .                                                needs assessment                                                    d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 Q@@                                               @                                                   building a plan                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 @@                                               @                                                   building a plan                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                              ,              u@                                                                                                                                                                                              :    ܦ              t@                                                                                                                                                                                              :    4              .                                                                                                                                                                                              k    )@               +*                                                                                                                                                                                              k     d              &U                                                                                                                                                                                              k    p                                                                                                                                                                                                             k                     *      *	   [                                                                                                                                                                   d                    k    Rj                *      *	   \                                                                                                                                                                   d                    k                                                    x)@              20                                                                                                                                                                                              ;G    -               @                                                                                                                                                                                              ;a    |)T                    	                                                                                                                                                                      d                    ;c    ܒ              v@                                                                                                                                                                                              :    j֬p              X                                                                                                                                                                                              ;-    d              	                                                                                                                                                                                              ;8    p                                                                                                                                                                                                             ;9    `֬P                    	                                                                                                                                                                      d                    ;:    |֬=                                                                                                                                                                                                            ;T                                                  n),               1s                                                                                                                                                                                              <    ,              @                                                                                                                                                                                              <0    |)T                    -	       .                                                                                                                                                               d                    <    ܒ              @                                                                                                                                                                                              ;b                  &                                                                                                                                                                                              ;    (`4                                                                                                                                                                                                            ;    j֬r                                                                                                                                                                                                            P                                                      ,              @                                                                                                                                                                                              <:    j            
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   TT                                                      u           u           
      u 
         4     v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u                U                                                                                                                                                                                                                                                                           v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u $               U                                                                                                                                                                                                                                                                                                                                     2                -            1            3            M                            F                      A                     A                     E                       I                         J                         ;                <                5                                                
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                                                                	                                                                     H                                                                 L      RM   d                                    
              	 
 	                                    "      	 [ "@	     
, (        2@       2       3       5        8@      	 8       8       9      	  9@	       9       <        <@       <       =        =     : @@       A     $ 8 B $     : B@     $ 8 C$       C     	  D 	       D@     	 T D	      I       U        V        W      ' [        [@       [       \        \      ^        p               @       @     	 E 	     .         @       @       @       @            	 _  	             
                      
        
 @                V      @ @            	 z  	     >                @     	  	                    	  @	                                  0      0               @              @              @               @                   	  	               @                                           &        ,@       ,       .        /@       /       0     	  0	      7 1        1@       1       2        2     	 M 3 	     	 8        B        B       C       F       G       I     $ 8 I$       J      	  J@	      ' J       J       K        K@                  V      
 V       a      	  a@	      7 a       a       b        b       c@     	  c	       c       d        d@       d       e       h      	  h@	       h       h       i        i       j@     	  j	       j       k        k@       k       l     	 2 l	       p      4 p@     > r       s       v        v     $ 8 w$       w     	  x 	       x@       x       x       y@     : z      > {@                $ 8 |$     $ 8 |$       }      	  }@	       }       }       ~        ~       @     	  	                      @                   	  	               @                           	   	       @                     @             	  @	                                    @     	  	                      @                   	  	               @                           	   	       @                     @             	  @	                                               @                 	                                                        @                                                                         @                  Ӏ     	  	               @       Ԁ                    	   	      @               @                P   x x 2  d  2               d            d                                                      h                                                                                                                                                                                                 T                                                  *           *           
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           	                                                                      T                                                T                                                                 L      RM   d                                              P   x x 2  d  2               d            d                                                      h                                                                                                                                                                                                 S@@                                            q   Y   9(..    F                                           @                                                   building a plan                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 R@@                                               @                                                   building a plan                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 U@@                                               @                                                   building a plan                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 T@@                                               @                                                   building a plan                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 W@@                                               @                                                   building a plan                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 V@@                                               @                                                   building a plan                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 YT                                                 T                                                Y                                                                 L      RM   d                                              P   x x 2  d  2               d            d                                                      h                                                                                                                                                                                                 Y@@                                               @                                                   building a plan                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                           *      \@@                                             *  @   >                                                	
  	    +  +                                        gaining employee support and participation                       *   d       M   d                                   *              x x 2  d                  d            d                                                     * h                                                                                                                                                                                             +   \+*lM    {}   )   \(<(<    |G   /   ],,j    }   .   ]+*+*    ~nkbyxr  " 
   " 
   " 
   " :
   " 	7
  ( "    ' "    $ "    ' "    # "   J  "      B        h 
       B          "     #     ,g % " , ( " ,Y % " ,A ) " , # " ,
   B          "     %    , ( " ,6 ' " , % " , & " , ! " ,M ( " ,p % " ,} * " ,| ( " ,c " " , ( " ,   B          "     %    , ! " , $ " , $ " ,V " " ,D            ! " ,z   " , ' " ,v & " ,  " ,   B        h  "     '    ,N $ " ,v # " , $ " , '  " ,j " " ,  " ,t   B          "     $     ,} $ " , ' " ,
 ! " , " " ,, & " ,Z ! " ,  " ,	   B        h 
    |   B          "     $    ,W !  " , $ " , ' " , "  " , & " ,- &  " , ' " , " " , + " , % " , & " ,@   B          "     &    ,| # " , # " ,9 % " , % " ,Z & " , , " ,& * " ,M ' " , & " , 	 " ,   B          "     "    ,J %  " ,Y ' " ,A ) " ,& ! " , $  " ,J # " ,  ' " , % " ,]  " ,   B          "     !    , % " ,* ' " , ( " ,3 ( " ,m * " ,  " ,   B          "     $    , # " ,T ( " ,$ & " ,| # " ,   B          "     #    , ' " ,  " , - " ,)     P       %  " , % " ,> ! " , " " ,   B        h 
    e   B         % "    " "     "   c   B          "         , $ " , % " , ( " , ! " ,G   B          "         ,H # " , $ " ,  " ,	   B          "     !    , & " ,J ( " ,I  " ,	   B          "     &    , % " ,@ & " ,0 ( " ,o  " ,}   B          "         ,k $ " ,z ' " ,L $ " ,4 % " ,' ! " , ! " ,  " ,                                                our employees can be a valuable part of the public education process. Often, their opinions and ideas can become an integral part of a campaign. Include your employees in the entire process. When trying to figure out where employees fit into the campaign, remember three important steps: educate, involve, and reward.Educate Employeesn  	Bring employees on from the beginning. By including employees from the initial formation of your campaign to its conclusion, you will form a dedicated team willing to put forth the effort necessary for success. n  	Explain the challenge to employees. It is important for everyone to fully understand the need for action. They will be able to use this background information to more effectively promote the campaign. Consumers lack of knowledge about pesticide use may affect the environment, their personal health, and their families and friends. Illustrate the importance of the campaign by explaining how it will directly affect consumers lives. n  	Specify the employee role. Part of developing a team to work on the campaign is establishing roles for each member. Employees need to feel a sense of ownership in projects. Whether it is a simple task or a complex assignment, employees will feel important to the success of the program if they have a specific responsibility.n  	Avoid being redundant or overloading people with messages. Do not make your employees feel incompetent by repeatedly feeding them the same messages and information. Employees also may become frustrated if they feel overloaded.  n  	Communicate actively with employees. Relay messages in face-to-face meetings. Whenever possible provide written materials as backup. Let employees know that you have an  open door and that they can approach you at any time with questions, concerns, or new ideas.Involve Employeesn  	Allow employees to take part in the creation of the campaign and campaign elements. Involving employees from all levels of the district in the creation and planning of the campaign will increase overall support. Through direct involvement, employees will feel they are contributing valuable input into the program. This in turn will positively affect the amount of dedication and effort that each employee gives to the campaign.n  	Assigning tasks (no matter how small) to employees gives them ownership. Making employees realize that they are valuable to the district and the campaign can easily be achieved by assigning each a specific task. Any amount of responsibility will let them know that their contribution is valued and respected, and this will give each person more reason to believe in the program.n  	Give frequent updates. Dont just unveil a program and then let communications drop. Keep employees in the loop to maintain the initial levels of excitement and involvement. Provide weekly or monthly district-wide updates on overall status and progress. It may be a good idea to set a schedule of regular meetings with employees. n  	Post a bulletin board that shows campaign progress. Tell employees the number of brochures distributed or the number of presentations made. Everyone will be interested to learn how their individual contributions affected the overall results. n  	Encourage employees to share ideas. Employees at all levels can make contributions that will enhance the campaign. One new idea may generate more ideas. Encourage teamwork. n  	Remember to set a good example for employees. Be enthusiastic about the program. Management bears the responsibility to sell the program to employees. Share positive experiences you have encountered on the campaign with your employees to make them curious and interested.Reward EmployeesRecognize employee contributions to the campaign. This can be done in several ways:n  	Identify employees who made exceptional efforts or successfully completed their tasks. This can be included in regular updates, such as district memos or newsletters.n  	Acknowledge employees special achievements at staff meetings or other district meetings that arent related to the campaign.n  	Present small gifts or awards to employees who contributed ideas and suggestions that were implemented as part of the campaign.n  	Set goals for the program that can be achieved through the combined effort of all employees, and host a barbecue for employees and their families when that goal is achieved.  n  	Provide food at your campaign meetings. Serving sweet rolls at a breakfast meeting, sandwiches during lunchtime gatherings, or cookies and soda for an afternoon planning session can boost the morale of employees and may make them more willing to participate.                                                           J  s        M   d           GMM   d   s        M   d   s        M   d   s        M   d  s        M   d   s        M   dQ  s        M   d   s        M   d   s        M   d   s        M   d  s        M   d           GMM   d   s        M   d  s        M   d   s        M   d  s        M   d   s        M   dZ  s        M   d   s        M   d	  s        M   d   s        M   d   s        M   d   s        M   d&  s        M   d           GMM   d U  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d  s        M   d                                          J              x x 2  d    H             d            d                   x x 2  d               
   d    ,        d        ,      x x 2  d    H             d            d                   x x 2  d               
   d    ,        d        ,      x x 2  d    H             d            d                   x x 2  d               
   d    ,        d     U              x x 2  d    H             d            d        ,      x x 2  d    H             d            d    J h  0                                                                                                                                                                                                                                                                                                                              ,  X  4                                                                                                                                                                                                                                                                                                                          ,  X  4                                                                                                                                                                                                                                                                                                                          U h  0                                                                                                                                                           ,  X  4                                                                                                                                                                                       F      ^"                                             9      \"``                                              [  @"  [  &"     P      "                Involving Employees in the Public Education Campaign        9        RM   d                                   9           P   x x 2  d                  d            d                                                     9 h                                                                                                                                                                                           *      ^@@    ?                                         *  @   >                                                gaining employee support and participation                       *   d       M   d                                   *              x x 2  d                  d            d                                                     * h                                                                                                                                                                                                 ]T                                                 T                                                Y                                                                 L      RM   d                                              P   x x 2  d  2               d            d                                                      h                                                                                                                                                                                                _"                                             D "  C "  J "  * "    B        h I "   I" L "   "   B        h     H      h                                                z    PICT W %   H   Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J     valuating the campaign should be an integral part of the campaign planning process. An organized, measurement-oriented evaluation process becomes a valuable assessment tool for the continuation and expansion of communication efforts.Measurements will vary, depending on the communication vehicles employed throughout the campaign. Some standard measurement practices include:                                                    s        M   d   s        M   d   s        M   d   s        M   d                      x x 2  d    H             d            d                                                     h  0                                                                                                                                                                                            ,  nXMAC    ,   ,              .DOC                )      _"tXX                                             )
 [  !"t     P      "t                                Evaluating the Progress of the Campaign                        )        RM   d                                   )           P   x x 2  d                  d            d                                                     ) h                                                                                                                                                                                                aP2x       )   a,,                      " @	z
d  " @	
d  " @	
d  " @	
d  " @	
d )  "   l % "    (  "   I ' "    " "    % "    +  "    ) "   r ' "    )  "    * "   / +  "   2 , "   6 ) "   l ( "   <  "   r   B h                  
 ,  d   B         $ "    ( "    + "   8 , "   t $ "    ' "    & "    * "   ' ' "   ? ) "   X (  "   3 ' "    ( "   	 " "    % "     ) "   l $ "     "   ]   B         
    |   B         ' "   l & "   ] + "    & "   
 & "    % "    ( "    ) "    ' "    & "     "      B         $ "   J % "    ) "    & "   v  "   
   B        o develop an up-to-date media directory for your region, there are many sources available. Check the local Yellow Pages for general information on local newspapers and broadcasters. At your local library, you can ask for a media directory such as that published by Editor and Publisher magazine. Another publication, California Metro Media, covers all print and broadcast organizations in the state and includes specific contacts for subject categories. Once you have the names and contact information, call the newspapers, television and radio stations to make sure the information is current, especially the name of the producer or reporter/editor you have as a contact. Media people tend to move around frequently.NewspapersThere were 98 daily newspapers and 593 weeklies in California in mid-1998. Dailies typically have larger circulations and more specialized staff reporters. For instance, reporters who cover only environmental issues might be found at the larger daily papers. Weeklies and smaller daily papers have smaller staffs. Reporters there tend to be generalists who cover a wide variety of issues. They may have little experience in environmental coverage. These smaller papers rely heavily on news releases and might print them verbatim from credible sources. Larger newspapers will view releases as ideas for stories but will investigate and write original copy before a story is run.DeadlinesDeadlines depend on many factors, most importantly publishing cycle. Morning papers have deadlines starting late in the afternoon the day before publication. Only breaking news (usually sporting events) can be completed in the late evening and still make the morning run. Afternoon newspapers typically have early morning deadlines. Deadlines for weeklies depend on day of publication and printing press schedules. Specialty sections within any paper (such as the gardening section) have various deadlines. However, the deadline is generally at least two days before publication. Call to check.                                                           s        M   d   s       M   d    s        M   d   s       M   d  s        M   d           GMM   d  s        M   d 
          GMM   dZ  s        M   d                                                                x x 2  d    H             d            d               h   x x 2  d              
   d    ,        d                  x x 2  d    H             d            d     
              x x 2  d               
   d    ,        d    Z              x x 2  d    H             d            d                                                     h  0                                                                                                                                                                                                                                                                                                                              h  0                                                                                                                                                           
                                                                                                                                                                  Z h  0                                                                                                                                                                      3   =   _"hh                                                  -" %    pZ"   B  x      "        " 2    p"   B  x      "        " .    p"        "   B  x      "      M" 6    p,"   B  x      "        " @    pX"        "     p	"   B  x      "        " B    p,"        " B    p"   B  x      "        " >    pJ"   B  x      "        " ,    p"   B  x      "        " )    p"   B  x      "        " D    pf"        "     p
"        "   B  x      "      	" +    pX"   B  x      "        " ?    p"        "   B  x      "      &" +    p"   B  x      "        " ,    p!"   B  x      "        " /    p"        "   B  x      " 	     " ?    p"   B  x      "      s"     p"   B  x      h                                                Advertising	Thousands reached in target audience	Frequency of messages received by target audience	Cost per thousand for an efficiency factorPublic Relations	Thousands reached through circulation of publications	Thousands reached by estimated broadcast audience for the time 		frame of a certain airing	Advertising equivalency value (it would have cost $xx.xx to have 		paid for an ad the equivalent size and placement of an article)	Number of people in a direct audience at an event or speech	Number of people who call a published 800#	Number of people who request a brochure	Number of people who ask a retailer a specified question given 	out in a campaign messageDirect Mail	Thousands reached through direct mail list	Number of people who request publication or respond to surveyPromotions	Number of people requesting premium items	Number of brochures taken from retail racks	Number of flyers distributed at a retail eventInternal	Number of employees volunteering for spokesperson trainingCommunications	Poll of managers on morale                 s }      M   d   s }       M   d   s }      M   d  s }       M   d   s }      M   d m  s }       M   d 
  s }      M   d   s }       M   d   s }      M   d @  s }       M   d   s }      M   d   s }       M   d                         5      9                                              3           x   x x 2  d    H             d            d                                                    3 p                                                                                                                                                                                           	                                                                                                                                                                   !                                                                                                                                                             (                                                                                                                                                               &                                                                                                                                                             l                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           "                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      *                                                                                                                                                                                                                                                                                                                            p                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      z    PICT K %   H      Adobe Illustrator(TM) 7.0   
sec 2.eps   10/9/98      ,         ,      4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                       ,  IMAC    ,   ,              EPSF     7.               ,  IMAC    ,   ,              EPSF     7.        4     O A           A   O        
     O A 
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                                                                	                                                                     z    PICT ِ %   H      Adobe Illustrator(TM) 7.0   h2o logo.eps  10/5/98        M  i         M  i    4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                     ,  IMAC    ,   ,              EPSF     7.           Y   x.|.|    G   A   O!!    H                 
 ,  u                            B  F      "j !    "    2    B  F      "j #   | "    2    B  F      h     "    2    B  F      h &    "    2    B  F           "    2    B  F       -    "    2    B  F          	 "    2    B  F           & "    2    B  F            "    2    B  F      h +    "    2    B         
        B  F      h -    "    2    B  F      h    
n "    2    B  F      h 4   } "    2    B  F      h     "    2    B         
     	     F          	S "    2    B  F           "    2    B  F       $    "    2    B        "j 
        B  F      "j     Q "    2    B  F      "j 0    "    2    B  F      "j     "    2    B  F      "j "    "    2    B  F      "j    
H "    2    B        "j           p     B  F      "j     "    2    B  F      " "   - "    2    B  F      " ,   8 "    2    B  F      " %   g "    2    B  F      " #   ? "    2    B  F      " !   L "    2    B        " 
     	   B  F      " &    "    2    B  F      "    	H "    2    B  F      "    { "    2    B  F      "    
 "    2    B  F      "     "    2    B  F      "     x "    2    B        " 
        B  F       )    "    2    B  F      "    	 "    2    B  F      " !   ^ "    2    B  F      "     "    2    B        "         B  F      "    
S "    2    B  F      " 3    "    2    B  F      "      "    2    B        " 
        B  F      " %    "    2    B  F       &    "    2    B  F      " #    "    2    B  F      "                                Program ImplementationMedia RelationsDefinition and Analysis of Media	35Explanation of Media Opportunities	40Media Tools	42Guidelines for Writing Press Releases	44Sample Press Release	46Tips for Writing Media Advisories and Alerts	47Sample Media Advisory	48Selecting the Best Spokesperson	49Tips for Dealing with the Media	50Message Delivery  Basic Means and Methods	53AdvertisingUsing Advertising to Supplement the Campaign	57Advertising Opportunities	57Co-Operative and No-Cost Advertising Possibilities 	63Types of Advertising Vendors 	64Benefit of PartnershipsBenefit of Partnerships	65Ideas for Partnership Programs	68Maintaining Successful Partnerships	70Special EventsParticipating in Special Events	71Exhibits at Environmental Fairs or Other Events	72Neighborhood Clean-up Days	73Education Days at Local Retailers	74Calendar of Major Events	75Speakers Bureau	Establishing a Speakers Bureau	78Recruitment of Volunteer Speakers	79Training Speakers with a Consistent Message	80Development of Audiovisual Materials	81Finding Presentation Opportunities	84Sample Presentation Pitch Letter	85Point-of-Sale ProgramExplanation of Point-of-Sale Programs	86Working with Retailers	87Steps to Approaching Retailers	87Sample Retail Pitch Letter	88In-Store Signage and Promotion	89Potential Major Retail Partners	89Youth EducationWorking with Youth Education Programs	90School Garden Projects	90Supplementing Recycling Programs	91Poster Contest	92Internet EducationIntroduction to Web Sites	93Benefits and Drawbacks of Having Your Own Web Site	94How to Set Up Your Own Web Site	95Telephone HotlinesReaching Out with Telephone Hotlines	98Share a Hotline or Establish Your Own	98Script and Hotline Tip Suggestions	99                          z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                N A           A   N        
     N A 
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                                                                                                                                   z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     7.              *           *           
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                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 z    PICT K %   H      Adobe Illustrator(TM) 7.0   
sec 2.eps   10/9/98      ,         ,      4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                      ,  nXMAC    ,   ,              .DOC                      ,  IMAC    ,   ,              EPSF     7.             N A           A   N        
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                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     7.              *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                        ,  IMAC    ,   ,              EPSF     7.              
2
2  (  (                                        *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                            GMM   d    } }      M   dW  x       M   d    } }      M   d   x       M   d    } }      M   d d  x       M   d    } }      M   d   x       M   d    } }      M   d   x       M   d    } }      M   d   x       M   d    } }      M   d |  x       M   d    } }      M   d v  x       M   d    } }      M   d w  x       M   d                 h   x x 2  d              
   d    ,        d                   x x 2  d    X              d            d    W          F   x x 2  d    X              d            d                   x x 2  d    X              d            d               F   x x 2  d    X              d            d                   x x 2  d    X              d            d     d          F   x x 2  d    X              d            d                   x x 2  d    X              d            d               F   x x 2  d    X              d            d                   x x 2  d    X              d            d               F   x x 2  d    X              d            d                   x x 2  d    X              d            d     ȝ          F   x x 2  d    X              d            d                   x x 2  d    X              d            d     |          F   x x 2  d    X              d            d                   x x 2  d    X              d            d     v          F   x x 2  d    X              d            d                   x x 2  d    X              d            d     w          F   x x 2  d    X              d            d                                                                                                                                                                                                                                                                                                                                                    W                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        d                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                |                                                                                                                                                                                                                                                                                                                            v                                                                                                                                                                                                                                                                                                                            w                                                                                                                                                                                  V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                       .             2              2              2              2              *                               
                                                      !
$ $ #  ,  ,                            88    "  "                                        z    PICT W %   H   Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J            ,  IMAC    ,   ,              EPSF     7.         (      #Z    E                                         (
  [  !#Z     P      !H                                Elements of a Public Education Campaign                              u           u           
      u 
         4     v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u                U                                                                                                                                                                                                                                                                           v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u $               U                                                                                                                                                                                                                                                                                                                                     2                -            1            3            M                            F                      A                     A                     E                       I                         J                         ;                <                5                                                
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                                                                	                                                                     z    PICT ِ %   H      Adobe Illustrator(TM) 7.0   h2o logo.eps  10/5/98        M  i         M  i    4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                     ,  IMAC    ,   ,              EPSF     7.        z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     7.              *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                       u           u           
      u 
         4     v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u                U                                                                                                                                                                                                                                                                           v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u $               U                                                                                                                                                                                                                                                                                                                                     2                -            1            3            M                            F                      A                     A                     E                       I                         J                         ;                <                5                                                
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                                                                	                                                                     z    PICT ِ %   H      Adobe Illustrator(TM) 7.0   h2o logo.eps  10/5/98        M  i         M  i    4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                  /  /5454                                             ,  IMAC    ,   ,              EPSF     7.              *           *           
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         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     nt;pH$      *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     7.              *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     7.              *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     7.               ,  IMAC    ,   ,              EPSF     7.              *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 z    PICT K %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     7.              *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                  (        RM   d                                   (           P   x x 2  d                  d            d                                                     ( h                                                                                                                                                                                           
 ,  u(   B        | 
     )(   B  F      h    ( "     x(   B  F      h -   ( "     x(   B  F      h !   =( "     x(   B  F      h -   ( "     x(   B  F          ( "     x(   B  F      h "   ( "    2 (   B         
     (   B  F      h    
( "    2 (   B  F      h 7   ( "    2 (   B  F          
( "    2 (   B  F      h    ( "    2 (   B              C(   B  F      h +    ( "    2 (   B  F      h    ( "    2 (   B  F      h (   ( "    2 (   B  F      h 3   n( "    2 (   B  F      h    $( "    2 (   B  F       &   ( "    2 (   B  F      (    ( "    2 (   B  F      h 6   ( "    2 (   B              
(     @  (   B  F      h 6   ( "    2 (   B  F      h -   H( "    2 (   B  F      ( %   ( "    2 (           ( +     -(       (   B  F       5   h( "    2 (   B  F      ( $   B( "    2 (   B              (     p  (   B  F       (   m( "    2 (   B  F      h                                                Overall Planning and TrainingIntroductionA Public Education Campaign	5The Pros of a Public Education Campaign	6Using the Workbook as Your Guide	7Organizing Your Public Education Campaign	8POTW Research as a Guideline	9Using the H2O Home to Ocean Theme	10Needs AssessmentReviewing Pesticide Issues	11Review Your Previous Campaigns or Educational Efforts	13Review of Other Programs	14A Note About Copyright Laws	15Building a PlanElements of a Public Education Campaign	16Goals and Objectives	17A Look at the Communication Process	18Target Audiences for the Public Education Campaign	19Profile of the Target Audience	20Pesticide Use and the Target Audience	23 Strategies	24Budget Development for a Public Education Campaign	25Basics of Public Education	Persuasions Role in the Public Education Campaign	27Gaining the Support of Key Community Leaders	28Key Months for Conducting a Campaign	29Gaining Employee Support and Participation	Involving Employees in the Public Education Campaign	30Public Education Campaign Checklist	32Evaluation Tools	Evaluating the Progress of the Campaign	33                          GMM   d    } }      M   d   x       M   d   x      M   d   x     M d   x      M   d 	  x       M   d    } }      M   d   x       M   d    } }      M   d:  x       M   d    } }      M   d   x       M   d ,   } }      M   d _  x       M   d    } }      M   d +  x       M   d  z    PICT   %   H      Adobe Illustrator(TM) 7.0   elements chart.eps  10/16/98     #   u  <       #   u  <    Century-BookItalic  OfficinaSans-Bold   OfficinaSans-Book   Century-BookItalic  OfficinaSans-Bold   OfficinaSans-Book   4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  Typography Operators  
6/10/1996   .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       ^                              ,  IMAC    ,   ,              EPSF     7.              --        a{lSSimabkbbj`Pkx`arkYmvodwoL7>1    u            u        
    u 
         4         u         H   H           c                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""              u    u                                                                                                                                                                                                                                                       
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                                                                                 K   +      V  VV + +V      Y       + VV   + VV + +      J        +     + +  + V               + V   +   V 	VV+  +   V!V +V +  VV+ + + V  VV          +       V  V 2V      V+V +++V  VVV V  /+  V+ V +V++  V  VV +          +             VV                         V              +              V                      +            +    V+    +          +V    +                                V           V /+    V    VV         V      +           VV  VV V   VV 6VV VV V  VV++ V   VV    +0 V    V+ V VV   V    +V VVV V  V         V++     + " ++V+  VV+ V        V V+   V   VV+  +    V    V+                     V          V+                                         #   VV + VV V     $    V V VV  V        V+ V+  V+V++ 	+VVV+V V
V VV +VV VV ++ ++V VV V+V +VVV +VV  +VV V+ V  VV+V+ +V++ V+V+V VV+  V+V V V ++VV++ 	VV++ V+V 	++  VV V +VV  + +V         %+  V V   +   ++V+ +  + +   6V +  V+ V  V + V + V+   V+  +    +V + V <+ V   V V+V  V   ++V    + +V V + V V+V +  
+  V + V V+   +V    V  + +          -V  VVV++ V V  V ++V  V V   V + 5V V  +V   V V  +V  V ++V V V + V+   V    V+ *+V ++V  V   V V+++  V V +V +++ V   +V +V  V+  
 V V++        V + V+  V  V+  V   VV  V V+   VV ++V  V  VV  V V+  V  V V+ +  V    +   V  + V    +   VV V   V+  V V   V V V +  +  V V V+        VV  V+  V + +V   +VV   +V  V  +V   VV   +  ++  VV V   +VV   V  +V+  V   V   +  +   + +    V   +   +V+ V V +V   V V +V V  +    V+V  +V        V+VV  +V+V +  ++ +VV+ + V+VV  V++VV+ V+V 	++VV++ V+V  + +VV+ +  V +VV+ +V+V+V+VV+ 
  ++V+  + +V+   ++V+  V  + VV+VV+   + ++  +V  + ++ VV+ V+  V +V+V     !    V++ V V+           +V V VV                                                                                                                                                                                                                                                                        2    +  + + V       9   V +   + V  +     4    ++    ++ V   +     s   	  ++	    +VVV V +VV +V + VV     V+ +     s    VV + ++     VV ++  VV V V + V +V   +  V VVV     n   
V                  VV       +V V+  V+     n   	+       V           
       +VVV  V V     q          +           VV      V+  V+  +V  V     v   3V   V V V  VV   VVV     +  +   +V   + V  VV     v   $    V +V+ VV           V+V ++ ++        +V         V         V                                          Z   V+  V V VV ++ + + + VV  V  + + + +     R     V VV V  +V V   V  + V  V V V     V V      VV+ +V +V +VV  VV V  VV V V+ V V V+ VV V ++  +V+VV+V  +++  VV +V+ V V+ V+V+VV  V#++V VVV +V  +V V+ ++  +V++ +VVV V++V V+  +VV+ VV +V+ V $+V +V+  +VV+ + +  V V +VV  V+ +VVV    #   V  +  ++  V +  + V M+ +      +V +       +VV V+ +  +  V V   +  V+ +  +++ +   E+  V   V++  V  V V +  +   V V   V+  + V+  +     + V V V   + + +  +++ +   3+ + +++ + + + + +  V V+  V + ++ + V      V +  V++V++ V V   MV V    V+ V++   V+ + +++ V++ V V  V +      V++ DV   +V ++V   V  +++    +V V++V V +V  V +V  V + V V ++V V V V     V++ V ,  V V  V V++ +V V V V V++      V  V V+  VV   VV V   VV +  + V+ +  + +  V V V+  V  + V+  V  VV+ V+   V V  + V +   + V !V  V+ V V  V  V  +  V  V+ +   V+ V  V   V V  VV+ V+   VV+   V+V V V+ V  V   VV VV V   %     VV   +V  ++   +VV     +V +  V   &VV  +     V +V  +V + +V +V 
 V+  V  V   V   + V +   +  ' V  + V  +V ++ +V +V   +V+   +V+   +V ++V 
 V+  V  V   V+  V +V+ V++ V V   V  +   +++    !   VV   +V+V V+  V+V+VV+ V+VV  V+ V+ +V+V V+VV++V+V+ + V+ +V+V +  +  + V+V VV+V+V  +V	  +V+  V	  ++V+  + #V+ V++VV++  ++ ++ ++ ++ +VV+ V + VV+VV+ +  ++VV+V+ V+V VV+V+V +V+V V VV++V++VV+V++V+V  +  V VV  V+ V +         V V    V         V V   V                                                                                                                                                                                                                                                                       +V          +          V       &   + V  VV        &    VV +        (    +            )    +V    +        )   V      +        *   +V VVV V  V      )   V    V+                                                                      t     + VV + VV +  VV  VV + V   VV  V+V V +  + +  V+V    l   
+ +  V+  V  + V  + V V  V V  + V  V  V     +  V + V V         V +  +V+  +VV+ +++ +V  V+ +++ +V  +VV  V  V	+ +V++V+V
+ +V+V++ ++V +VV+V  +V +V V  V V+V  + + +V+ V + V VV VV  VV A++ V+ VV  +VV +VV+ V+ ++  ++VV+V+VV+ ++VV  +  V V +       V+++V  +++ + +  + V    +V +  V+  +   !   V   +  + +   V V +  + V  V V  +   V V V+     V+   +  + V+ V  +V V   + AV V+ V  ++ + +   +V +    V V V +  V+  + +    V+        VV   V V V  V +V  V+ V    V + ! + V   V  V V   +V +++     V V V++ + +  V++  +V V V  V + + V+ +    ?+ V +++ V++V V  V+ +V V  V+ V V   + V V++ +       V +  V V   V+ + V + +  VVV V+ !  V   + +  +   V   V V V  V   V V+ V V+ + + V V  + VV + + V  V 9V    VV    V+  + V+ V      V+   V V V+ VV       V    +  +V +V+ +V +V+   +V+  V  +V "  +   + +V +V  V  V V ++  V  V + +V  +V    VV    V V++ +V ++ V  V   V  V 7   +V  ++ +V+ V   ++V +   +V+   + ++ V +       VV   V  ++V++VV+ ++  +V+V+ ++V V +VV+ V++  ++V+  ++ +V   V ++ V+ +	  + +V+V + +V+V V+VV+ ++VV+++ ++ + ++ VV+ V  V+ 	+ ++ V+V+ V++VV+ V+ VV+V++ V++VV+ V+V+  +V+V  V                                                                                                                                                                                                                                                                                            &     + V   +      -     V   +      (     V   ++      h     VV +V + V V V +V     +  V +  V      j   !  +V  VV+VVV V++ 3V +     V + VVV V  VVVVV      f                *VV                          Z     +                    
            i     V       V+V+   +VV            V+V+      V+V+      k   !  +    V VV  VV 4V  + V V   VV     VVV      k     VV+   + +V  VV   +++  +V    + V                  V         V+                                          ?     + V + VV + VV V+V     >   + +  V+ + V V V  + VV V V          V +  +VV  VV++ V+ VV++ +VV  +V+ +VV  + VV ++ V++V V+ VV +++ V + 5++ +V+VV  VV+++V  + +VV+V VV  ++ +VV  V +        VV++  ++  +   + + +   V   V   V  + V    + V V V   + +  V   /V+ ++V   + + V+   +  V V   + V++  V+         VV   V V   V V V   V VV     V +    VV V ++V V  V  V   '+V +V V   V +V V V ++ V V V V++  +        V +  V V   V   VV   V V V  + VV V V +  V  V+ V  V V +    + V  V V   V  + V V+ V  V  VV VV        V   
  +V  V   +V  V +V+  V  ++V  V  V  +V+   +V V +V   + 1++ + +V V +V  V V  +V   +V  +V  ++ ++        V   V  +V VV+V++V VV ++V+  V++++ VV V+ VV+VV+ +  ++V+ ++ ++V+ )++   V    ++ ++VV++VV+  +  + +V++ V+  +        V+ V V++        +VV +V                                                  r   +V +V+ V +V V +V + + +V + +V  +  + V + + +V V +    l    V+ V V V V  + + V ++ V  V V + V  V V V  ++   7     V +VV++V  +VVV +VV+V VV ++ +VV+ V V+V  +VV+ VV  ++ VV +V+  ++  +VV++V VV+ V+++  +VVV V VV  V
 ++  V  +V VV+ +VV+ V V+V  +VV+ V+  +VV+  ++V  V  +V+ V  +V+ ++V  +VV++ +VV  + VV + +VV++VV  + V+  VV+VV++V  +V  VV   <   V 5 V+V  + V ++ ++V +  + + V V V   + V +  V++ +   L+ V V++ + V V+V  +  + V+  ++  V+VV+  +  +  V  + +  +V + V V V   + V +++ + V  +  V   +  +V V   V V   V   V+   V V+V .+ V V+ + V + V+ +  V+V   + ++     7    +V  V + + + V ++V   V + + + V V + + VV    V+V+ V   + +  V  V V  V V  V +++ + V    V  V V+ + + V V + +  V + +  V +    V V V   V ++ V+   +V V  V &+ +  V V V V +V V+V+ V +  V V+V+   5   V 7V+   V++  VV +   + V V++ V+ V  V++ V+ V +VVV++ +  + VVV++ V+     +++ 
V+ VV +V V V V+  V  +  + + V+ V  V++  V V++ V+   V  V +V ++   V  V   V  V V   + V+ V V   V+ V++  V+  ++   9   +  V 3+ +V   V  ++ +  +    V  V+ V  +V  +V 
 V   V  V   V   V  V+ +    +V  + V   ++V  V +   V   V  +++     V+ V  +V  +V    V  V+   +   V  VV    + V ++   V   V V    V+  V V  +V  + V + +V   ++  V   /   +VV+V +  ++VV+V+ + V+VV+ V+V+ +  ++VV+V+ V+V V+V+V +V+V V V++VV+VV+  V+VV+ +V+V V+ V+ + V  V	+ V+  V+V+ VV+V+ VV+VV+ +  V+VVV	+  V  V+V+ V++ 
V+ V+VV+ +VV+   + +V ++VV++ VV+VV+ V+VV+VVVV+ +V+V +  ++ V+ +V          +V V  VV         VV VV                                                                                                                                                                                                                                                                         &                 &                 &                 &                  $                                                                                           K     V   VV          V  + V  +    Q     + +           V        P    +             V              +  V+ ++  + +V+VVV +V + +              +   +V     +  V V       +  +VV V V         VVVVV  +VV	 VVVV VV+V V VVVV V     V  +  + +     +   VVVV V+ VVVV   VVV V +V ' V    V  VVVVV V++       +    +V  VVV    V+  V+        V     V   +     +      +                                  V   +V +++  V	VVV+     V V        ++          V+         V V                    +V+V V+ VVV  +V+V +V  +VV    +V+V V     V+ VV+VVVVV V +  V  +     + V +V+V  V V+V+         + %            V+V+          VVV   ++  VV VVVV+ V VV V     5VV V++ V+V V++VVVV V++ VVVV V     VV VV  +V V V VVV V V V  VVV  VV  VV         VV    VV .   ++VV++   +     +   $               V+       + +V V  V   V+ +  ++ ++V  VV    c   +V      +    V           V V          n   V V       &  +    V+V+      V+V+ V      V    u   V VV     VV VV   V  VVV V   V V      VV    [         + VV   V+ VV+V     +V++         #                 '        V         \   V V V+ +V +V +     V +     + VV+ +V +V  +    Q   + +  V+ + V V  +          V  + V V  ++       +     V+  +VV+ ++ +VV++V V+VV +V  V+ VV ++V+VV + +VVV VV+  +VV+  V+ V V          +V  VV V+ V+V VV+	VV  + ++ ++  +VV++ ++  ++VV++ +VV+V+VV  +V+VV  V+V +VV       VV+++ V++ + V  + + V V+V +  +  V++ +   /V+V V   ++ +   +V + V  V ++   +             V+VV + V    V  V+ +  + 9V   V   V    V V+V  ++ V+V   + V  V V+V++        VV +V   V + +  V + +  V  V  VV    V+V+ -+  ++  V +V  V  + +  V VV+V+ V          V  V++V V  +V   +   V V  V ++ V+   +V V  V V   V V  VV  V  +V  V +      V +  V V++ V+ V+ + V+ V  VV + V +VV+++ . V + VV + V ++ + V+   +  + V     +++V+   VV      V+V    +V  V   V V V+ V+ V   V VV V   VV +    V +V  V VV +      V     +V +V+  V   V+ +    ++ 
 V   V  V %V V ++   +++  V    V+   + V+       +  V VV  V     V+ V V   +V   +   V  V+V  V +++  V  + V +   ++ +  V  V  V V   ++   >   V  +  V  V+V+ V+ V+  V V+V V+V 	  V V+ V  V+ VV+ V+ VV +V V+VV+     ++  V  V
+ +V ++V VV V + +V  +V+ +V  + +VV  + V++V+VV +V+V +     V  V V+VV+ VV+  +V  V+V+ V+ V +V  +V++ V +  V  V+ V  + V       V  V     V V +   V+ V   + V V   V   +   +    V++  + + V ++V  + +       + V  VV       VV     V+VV V   +V V   + V V   ++ VV   +V V +V   V + V +V V V +       + VV            ++  +    V  ++V  V +    + V   V V+ V V + V + V+ V V +   V                 V     V   V  V+  ++V  V +++  V  ++V V + +V +V+ +  V +V  V         u        ++ V V ++VV++ V ++V+ +V  V  VV++VV  V  ++VV+VV+   V  +V         +          V V         M   +V VV+ V +     VV V     + + +V    A   V V + V  V          ++ V V       ++V  +VV++ +VV  + ++V ++V  +VV++V+VV  VV ++ V+ VV V*++VV    +VVV V  +VV V V+V  +V+ +VV          V+V+V VV  +V  +VV  V+ +V +VV V V
  + V+ +V       V   V   V+   V+ V   + V V+V   + + +++ +   .V + V+ + + V V  ++ V V   + V++           "V   V+V    V  ++ + V + VV ++VV  V + V        ++ V+   +V V V V  V + +  V V  VV V  V V+V+ &V V  V V + +   V ++ V V V V +          +V + V  V    V V +V V V +V  V  + V +++       V   V  V V V+V  V + V+    V + V+V V++ .  ++V V++   V VV + V  V++  +VV +          V  V     V   VV ++ V +  V   V V    +       ++   V   V V  +  +    V+ +  V  V 	 V   V  V %  +V  V+V   V  V  ++ V  +V V  ++     + + +V +   +V       + +    +  +   ++ +  V V V   + V  V  V       + +V ++VV+ V+VV++  VV+VV+   V  V+ 	+  V++V V+VV+ V+++VV+ V+V+  +  +V+V V     + ++ V  + V         +V+   	+VV+  +  V	 +V+V  V+   + +VV+  + ++ V+       V  VV     +VV+ +V+  V+ ++ VV ++  +VV VV +++ V VV++ VV++  +VV+ +  + +     + V V V VV       VV     %+ V + V V++ V+ +   ++ ++  +  V++ +   + V V   + V + V+     + V VV    t        + + V    V V+V+  V VV + VV    V+V+ + V +   + + V +         s        + V++  + VV++ V++ V VVV + V +VVV++ + V   V + V+V V+         u          V+ +   V ++ V   ++  ++ 
 V   V  V   +   V   V+ V  ++         g        V++V+V V V++ +V VV V V+V V+V V  +V  V+V+  +         <        V +     V + + +V V    K   VV + V+V     VV+     V  V ++ V V       V + V            +VV  +VV VV++  V V+ V +VV  VV  V +VV  V+ +V V + V V +VV  VV       +V+ V + (V+V +VVV VV++  +V+VV++ VV  +V+V VV V  V +          4+  ++ + V V+ V V  V V+  V  V V+  V + + V   +  V V+  V +       +  V   4V + V+   V+ +  +  V V V   V       V V V+          V + V ++ V  V V V +V V  V  +V V V V VV V   V+V+ +V V V V       V  V   1+V  V ++ +++ V+V+ V+ ++  V   V++ + +          4  V VV ++ V  V+ V  V+V    V  V      V   V + V     V       +    + V VV  +  V V+V+ V V  ++ V +  V V          4  +   ++ ++   V V  +VV   V  V V   V  +  V  +   V V   V  +V       +V   V V %  +V  V +V  +V +  +V   V  V ++          VV+  V  V  !++ +  V++  V  V  +  V VV V++V  +V  +  V VV+    m   ++ ++V+ + +VV+ V +V +V+V +  + V+ V  +V+V  +          V + V  V    ,             VV+ VV                                                                                                                                                                                                                                                                                                                                           ,    V             5   +  V  V V             -   V V V            P    +   V++V VV+ ++            Q   !+V V  V     V  V V V               {    V	VV  +V V  V  V VV V V V V        +  V   V    V V       	  V % +       V   V        V  V V V  V + VV +++     w     V(+  V++ V   V+V V V V         V V V   V        ++       V  VV  V V V+ V +  VV + VV V  + VV V  ++  +  V V    }    V    + V  V V  V++ 'V V  V ++ ++V     V    V V  V V+    y         V VV  V   V V V  VV V V  V  V V VV V  V V  V V    ~              + V + V %    +       V      +V    }           V +   V V  & V  +  V+  V ++ VV V  +  ++  VV                                  =      V   V              =    + V VV V V VV V           7   +V V V  V           _   +V ++ + VV V  + VVV  V ++ +  V           d   +V  +  ++ V    + V      V+             b   ++V  V V  VV V  VV V V VV  VV  VV            e   + V  +    V V  +   V+   V  VV            f   V V VV +  VV+ ( ++ +  V ++  V +V                                                                                   1   + V     V         7   +  V  + V          1   V V V +V V         J     VV ++ +  +V V V          D   V V  V  V  + V +V  +V  V V        C      VV    V V+V   V         D   VV  VV   +  + V + VV V  V V        F    VV  VV +  V V + V V                                                                                    $   V            (   V  VV V           %   V V V           L   V + ++ VV + V  + +  V           M   /+ +   + V  V  V    V+           g    ,V  VV V V V V  V V V  VV  VV         V + V     j   V ,V    V    V+   V  VV         +V+  V V    _   V V '+ V V V ++  V ++  VV  V       V V V V                +V   ++  ++  + V .++ +V+V+ VV+  V+ V ++ +  V              V  + V  V V  V +  V  + V+ V V  ! V +   V  VV    V+               V  V V   V ++V    V   V  V  V V VV  V    V  V  VV              V %V V V V  V V    +   + $ V V  V V VV V V V VV !V + V  V+ VV  VV  VV              & V  V V  V++  V VV +V $+V++   V  V  +V !V+ V   ++  V +V    $          V + V    #          V                                                               *        +  VV     .         V 
 V V  +    *       V       >       VVVV +  V V  V V    <       +VV    V  V  V    6       VV  V V 	V  V V     ;       ++  ++ + V+  V  +    ;      V   +V + +  V +V                                                                                        A           V  V V V +    I             V + + ++V  V+    A           V V  V  V V        V            ++ +   ++   V+V   + $V++ ++ ++ V+V+        V V V V +       + V  V V  V V  V VV+   V      V V  +V + V         V         V   V  V 
VV    V  VV   V V  V V V    V        V  V ++ +V VV V    V++ VV  V       V V  V V  V V  V V+ V  V+ +  V  V V   V V  V       V    ++  ++  V       V         ++   V   ++   +V  VV V V  ++ V V  + V     ]   V V V  V V V V V +  VV  V  VV        +     b   V+    +  +    V   ++ V    V        V    \   V + VV + V V V  VV +V VV   V                              V                                  +         +  V    +         V++ V V    ,            V         + V  V V V V        ' ++ +V VV  V V+V+V V V  VV +V+V VV  VV       +V+ V V   V  V         &V     +       + V  V     +  V       V V V V V V  V         V V  V     V  VV V  VV  V 
 V  VV       + ++  V+++V V  +++ ++    ++  V V  +        'V+   V++    V++   ++   V   V++   V       	V V      V  V      V     V V +        + + +V + V+V+V V   V V  + V +V +  +    g      V V V V  V V     V  V  V  V        V     l   V  +     VV  V VV   V V  V  V   V VV   +       V     k   + VV   + V  ++ V +     ++   V V +V              V              V                                                                                 =   V+ V    V V +           @     +  V V  VV  V V        :   +    V V V              + VV  V V   VV + VV V + + (V  V +  ++V VV+V+ V            V V    V &V+ V  V +   V  V   $+  V     ++V + V V+           V V VV  V  V    V VV V  V  V  V VV VV V "V V  VV V  V  V V V           V    + V )V      +   V+ V  V  "       V  V V           V ++ +  VV %+ V + V   V ++ VV V "V ++  V V  V+V V V V           V            VV                                                               .   + V  V V         6   + V  VV  V VV V        -   V V VV  V        r   V $++ +V+V+ VV+  V V  ++ VV  V ++ +  V        s   V V  + V+ V VV  
V V V V V   V +V V V V    V+        r   V V   V  V  V V 
V  ++V V  V  V V  V  VV        r   $ V V  V V VV V V V VV 	 V+  V  V V+V V  V  VV        s   $+V++   V  V  +V 	V  V (+V+ +  V ++  V +V           V                                                                                                                                                                                                                                                                                       VV                  >       V      VV+ +     >    *V V+ +VV      +V ++ VVVV     >    VV + V                  9     V++      +         >     'V V+      V    +V+V     @    V)  +V +V V VV +  VVV     <     &+ V+V V+VV+ V                                                                                                          u         H   H           c                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""              u    u $ 
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V                  VV       +V V+  V+     n   	+       V           
       +VVV  V V     q          +           VV      V+  V+  +V  V     v   3V   V V V  VV   VVV     +  +   +V   + V  VV     v   $    V +V+ VV           V+V ++ ++        +V         V         V                                          Z   V+  V V VV ++ + + + VV  V  + + + +     R     V VV V  +V V   V  + V  V V V     V V      VV+ +V +V +VV  VV V  VV V V+ V V V+ VV V ++  +V+VV+V  +++  VV +V+ V V+ V+V+VV  V#++V VVV +V  +V V+ ++  +V++ +VVV V++V V+  +VV+ VV +V+ V $+V +V+  +VV+ + +  V V +VV  V+ +VVV    #   V  +  ++  V +  + V M+ +      +V +       +VV V+ +  +  V V   +  V+ +  +++ +   E+  V   V++  V  V V +  +   V V   V+  + V+  +     + V V V   + + +  +++ +   3+ + +++ + + + + +  V V+  V + ++ + V      V +  V++V++ V V   MV V    V+ V++   V+ + +++ V++ V V  V +      V++ DV   +V ++V   V  +++    +V V++V V +V  V +V  V + V V ++V V V V     V++ V ,  V V  V V++ +V V V V V++      V  V V+  VV   VV V   VV +  + V+ +  + +  V V V+  V  + V+  V  VV+ V+   V V  + V +   + V !V  V+ V V  V  V  +  V  V+ +   V+ V  V   V V  VV+ V+   VV+   V+V V V+ V  V   VV VV V   %     VV   +V  ++   +VV     +V +  V   &VV  +     V +V  +V + +V +V 
 V+  V  V   V   + V +   +  ' V  + V  +V ++ +V +V   +V+   +V+   +V ++V 
 V+  V  V   V+  V +V+ V++ V V   V  +   +++    !   VV   +V+V V+  V+V+VV+ V+VV  V+ V+ +V+V V+VV++V+V+ + V+ +V+V +  +  + V+V VV+V+V  +V	  +V+  V	  ++V+  + #V+ V++VV++  ++ ++ ++ ++ +VV+ V + VV+VV+ +  ++VV+V+ V+V VV+V+V +V+V V VV++V++VV+V++V+V  +  V VV  V+ V +         V V    V         V V   V                                                                                                                                                                                                                                                                       +V          +          V       &   + V  VV        &    VV +        (    +            )    +V    +        )   V      +        *   +V VVV V  V      )   V    V+                                                                      t     + VV + VV +  VV  VV + V   VV  V+V V +  + +  V+V    l   
+ +  V+  V  + V  + V V  V V  + V  V  V     +  V + V V         V +  +V+  +VV+ +++ +V  V+ +++ +V  +VV  V  V	+ +V++V+V
+ +V+V++ ++V +VV+V  +V +V V  V V+V  + + +V+ V + V VV VV  VV A++ V+ VV  +VV +VV+ V+ ++  ++VV+V+VV+ ++VV  +  V V +       V+++V  +++ + +  + V    +V +  V+  +   !   V   +  + +   V V +  + V  V V  +   V V V+     V+   +  + V+ V  +V V   + AV V+ V  ++ + +   +V +    V V V +  V+  + +    V+        VV   V V V  V +V  V+ V    V + ! + V   V  V V   +V +++     V V V++ + +  V++  +V V V  V + + V+ +    ?+ V +++ V++V V  V+ +V V  V+ V V   + V V++ +       V +  V V   V+ + V + +  VVV V+ !  V   + +  +   V   V V V  V   V V+ V V+ + + V V  + VV + + V  V 9V    VV    V+  + V+ V      V+   V V V+ VV       V    +  +V +V+ +V +V+   +V+  V  +V "  +   + +V +V  V  V V ++  V  V + +V  +V    VV    V V++ +V ++ V  V   V  V 7   +V  ++ +V+ V   ++V +   +V+   + ++ V +       VV   V  ++V++VV+ ++  +V+V+ ++V V +VV+ V++  ++V+  ++ +V   V ++ V+ +	  + +V+V + +V+V V+VV+ ++VV+++ ++ + ++ VV+ V  V+ 	+ ++ V+V+ V++VV+ V+ VV+V++ V++VV+ V+V+  +V+V  V                                                                                                                                                                                                                                                                                            &     + V   +      -     V   +      (     V   ++      h     VV +V + V V V +V     +  V +  V      j   !  +V  VV+VVV V++ 3V +     V + VVV V  VVVVV      f                *VV                          Z     +                    
            i     V       V+V+   +VV            V+V+      V+V+      k   !  +    V VV  VV 4V  + V V   VV     VVV      k     VV+   + +V  VV   +++  +V    + V                  V         V+                                          ?     + V + VV + VV V+V     >   + +  V+ + V V V  + VV V V          V +  +VV  VV++ V+ VV++ +VV  +V+ +VV  + VV ++ V++V V+ VV +++ V + 5++ +V+VV  VV+++V  + +VV+V VV  ++ +VV  V +        VV++  ++  +   + + +   V   V   V  + V    + V V V   + +  V   /V+ ++V   + + V+   +  V V   + V++  V+         VV   V V   V V V   V VV     V +    VV V ++V V  V  V   '+V +V V   V +V V V ++ V V V V++  +        V +  V V   V   VV   V V V  + VV V V +  V  V+ V  V V +    + V  V V   V  + V V+ V  V  VV VV        V   
  +V  V   +V  V +V+  V  ++V  V  V  +V+   +V V +V   + 1++ + +V V +V  V V  +V   +V  +V  ++ ++        V   V  +V VV+V++V VV ++V+  V++++ VV V+ VV+VV+ +  ++V+ ++ ++V+ )++   V    ++ ++VV++VV+  +  + +V++ V+  +        V+ V V++        +VV +V                                                  r   +V +V+ V +V V +V + + +V + +V  +  + V + + +V V +    l    V+ V V V V  + + V ++ V  V V + V  V V V  ++   7     V +VV++V  +VVV +VV+V VV ++ +VV+ V V+V  +VV+ VV  ++ VV +V+  ++  +VV++V VV+ V+++  +VVV V VV  V
 ++  V  +V VV+ +VV+ V V+V  +VV+ V+  +VV+  ++V  V  +V+ V  +V+ ++V  +VV++ +VV  + VV + +VV++VV  + V+  VV+VV++V  +V  VV   <   V 5 V+V  + V ++ ++V +  + + V V V   + V +  V++ +   L+ V V++ + V V+V  +  + V+  ++  V+VV+  +  +  V  + +  +V + V V V   + V +++ + V  +  V   +  +V V   V V   V   V+   V V+V .+ V V+ + V + V+ +  V+V   + ++     7    +V  V + + + V ++V   V + + + V V + + VV    V+V+ V   + +  V  V V  V V  V +++ + V    V  V V+ + + V V + +  V + +  V +    V V V   V ++ V+   +V V  V &+ +  V V V V +V V+V+ V +  V V+V+   5   V 7V+   V++  VV +   + V V++ V+ V  V++ V+ V +VVV++ +  + VVV++ V+     +++ 
V+ VV +V V V V+  V  +  + + V+ V  V++  V V++ V+   V  V +V ++   V  V   V  V V   + V+ V V   V+ V++  V+  ++   9   +  V 3+ +V   V  ++ +  +    V  V+ V  +V  +V 
 V   V  V   V   V  V+ +    +V  + V   ++V  V +   V   V  +++     V+ V  +V  +V    V  V+   +   V  VV    + V ++   V   V V    V+  V V  +V  + V + +V   ++  V   /   +VV+V +  ++VV+V+ + V+VV+ V+V+ +  ++VV+V+ V+V V+V+V +V+V V V++VV+VV+  V+VV+ +V+V V+ V+ + V  V	+ V+  V+V+ VV+V+ VV+VV+ +  V+VVV	+  V  V+V+ V++ 
V+ V+VV+ +VV+   + +V ++VV++ VV+VV+ V+VV+VVVV+ +V+V +  ++ V+ +V          +V V  VV         VV VV                                                                                                                                                                                                                                                                         &                 &                 &                 &                  $                                                                                           K     V   VV          V  + V  +    Q     + +           V        P    +             V              +  V+ ++  + +V+VVV +V + +              +   +V     +  V V       +  +VV V V         VVVVV  +VV	 VVVV VV+V V VVVV V     V  +  + +     +   VVVV V+ VVVV   VVV V +V ' V    V  VVVVV V++       +    +V  VVV    V+  V+        V     V   +     +      +                                  V   +V +++  V	VVV+     V V        ++          V+         V V                    +V+V V+ VVV  +V+V +V  +VV    +V+V V     V+ VV+VVVVV V +  V  +     + V +V+V  V V+V+         + %            V+V+          VVV   ++  VV VVVV+ V VV V     5VV V++ V+V V++VVVV V++ VVVV V     VV VV  +V V V VVV V V V  VVV  VV  VV         VV    VV .   ++VV++   +     +   $               V+       + +V V  V   V+ +  ++ ++V  VV    c   +V      +    V           V V          n   V V       &  +    V+V+      V+V+ V      V    u   V VV     VV VV   V  VVV V   V V      VV    [         + VV   V+ VV+V     +V++         #                 '        V         \   V V V+ +V +V +     V +     + VV+ +V +V  +    Q   + +  V+ + V V  +          V  + V V  ++       +     V+  +VV+ ++ +VV++V V+VV +V  V+ VV ++V+VV + +VVV VV+  +VV+  V+ V V          +V  VV V+ V+V VV+	VV  + ++ ++  +VV++ ++  ++VV++ +VV+V+VV  +V+VV  V+V +VV       VV+++ V++ + V  + + V V+V +  +  V++ +   /V+V V   ++ +   +V + V  V ++   +             V+VV + V    V  V+ +  + 9V   V   V    V V+V  ++ V+V   + V  V V+V++        VV +V   V + +  V + +  V  V  VV    V+V+ -+  ++  V +V  V  + +  V VV+V+ V          V  V++V V  +V   +   V V  V ++ V+   +V V  V V   V V  VV  V  +V  V +      V +  V V++ V+ V+ + V+ V  VV + V +VV+++ . V + VV + V ++ + V+   +  + V     +++V+   VV      V+V    +V  V   V V V+ V+ V   V VV V   VV +    V +V  V VV +      V     +V +V+  V   V+ +    ++ 
 V   V  V %V V ++   +++  V    V+   + V+       +  V VV  V     V+ V V   +V   +   V  V+V  V +++  V  + V +   ++ +  V  V  V V   ++   >   V  +  V  V+V+ V+ V+  V V+V V+V 	  V V+ V  V+ VV+ V+ VV +V V+VV+     ++  V  V
+ +V ++V VV V + +V  +V+ +V  + +VV  + V++V+VV +V+V +     V  V V+VV+ VV+  +V  V+V+ V+ V +V  +V++ V +  V  V+ V  + V       V  V     V V +   V+ V   + V V   V   +   +    V++  + + V ++V  + +       + V  VV       VV     V+VV V   +V V   + V V   ++ VV   +V V +V   V + V +V V V +       + VV            ++  +    V  ++V  V +    + V   V V+ V V + V + V+ V V +   V                 V     V   V  V+  ++V  V +++  V  ++V V + +V +V+ +  V +V  V         u        ++ V V ++VV++ V ++V+ +V  V  VV++VV  V  ++VV+VV+   V  +V         +          V V         M   +V VV+ V +     VV V     + + +V    A   V V + V  V          ++ V V       ++V  +VV++ +VV  + ++V ++V  +VV++V+VV  VV ++ V+ VV V*++VV    +VVV V  +VV V V+V  +V+ +VV          V+V+V VV  +V  +VV  V+ +V +VV V V
  + V+ +V       V   V   V+   V+ V   + V V+V   + + +++ +   .V + V+ + + V V  ++ V V   + V++           "V   V+V    V  ++ + V + VV ++VV  V + V        ++ V+   +V V V V  V + +  V V  VV V  V V+V+ &V V  V V + +   V ++ V V V V +          +V + V  V    V V +V V V +V  V  + V +++       V   V  V V V+V  V + V+    V + V+V V++ .  ++V V++   V VV + V  V++  +VV +          V  V     V   VV ++ V +  V   V V    +       ++   V   V V  +  +    V+ +  V  V 	 V   V  V %  +V  V+V   V  V  ++ V  +V V  ++     + + +V +   +V       + +    +  +   ++ +  V V V   + V  V  V       + +V ++VV+ V+VV++  VV+VV+   V  V+ 	+  V++V V+VV+ V+++VV+ V+V+  +  +V+V V     + ++ V  + V         +V+   	+VV+  +  V	 +V+V  V+   + +VV+  + ++ V+       V  VV     +VV+ +V+  V+ ++ VV ++  +VV VV +++ V VV++ VV++  +VV+ +  + +     + V V V VV       VV     %+ V + V V++ V+ +   ++ ++  +  V++ +   + V V   + V + V+     + V VV    t        + + V    V V+V+  V VV + VV    V+V+ + V +   + + V +         s        + V++  + VV++ V++ V VVV + V +VVV++ + V   V + V+V V+         u          V+ +   V ++ V   ++  ++ 
 V   V  V   +   V   V+ V  ++         g        V++V+V V V++ +V VV V V+V V+V V  +V  V+V+  +         <        V +     V + + +V V    K   VV + V+V     VV+     V  V ++ V V       V + V            +VV  +VV VV++  V V+ V +VV  VV  V +VV  V+ +V V + V V +VV  VV       +V+ V + (V+V +VVV VV++  +V+VV++ VV  +V+V VV V  V +          4+  ++ + V V+ V V  V V+  V  V V+  V + + V   +  V V+  V +       +  V   4V + V+   V+ +  +  V V V   V       V V V+          V + V ++ V  V V V +V V  V  +V V V V VV V   V+V+ +V V V V       V  V   1+V  V ++ +++ V+V+ V+ ++  V   V++ + +          4  V VV ++ V  V+ V  V+V    V  V      V   V + V     V       +    + V VV  +  V V+V+ V V  ++ V +  V V          4  +   ++ ++   V V  +VV   V  V V   V  +  V  +   V V   V  +V       +V   V V %  +V  V +V  +V +  +V   V  V ++          VV+  V  V  !++ +  V++  V  V  +  V VV V++V  +V  +  V VV+    m   ++ ++V+ + +VV+ V +V +V+V +  + V+ V  +V+V  +          V + V  V    ,             VV+ VV                                                                                                                                                                                                                                                                                                                                           ,    V             5   +  V  V V             -   V V V            P    +   V++V VV+ ++            Q   !+V V  V     V  V V V               {    V	VV  +V V  V  V VV V V V V        +  V   V    V V       	  V % +       V   V        V  V V V  V + VV +++     w     V(+  V++ V   V+V V V V         V V V   V        ++       V  VV  V V V+ V +  VV + VV V  + VV V  ++  +  V V    }    V    + V  V V  V++ 'V V  V ++ ++V     V    V V  V V+    y         V VV  V   V V V  VV V V  V  V V VV V  V V  V V    ~              + V + V %    +       V      +V    }           V +   V V  & V  +  V+  V ++ VV V  +  ++  VV                                  =      V   V              =    + V VV V V VV V           7   +V V V  V           _   +V ++ + VV V  + VVV  V ++ +  V           d   +V  +  ++ V    + V      V+             b   ++V  V V  VV V  VV V V VV  VV  VV            e   + V  +    V V  +   V+   V  VV            f   V V VV +  VV+ ( ++ +  V ++  V +V                                                                                   1   + V     V         7   +  V  + V          1   V V V +V V         J     VV ++ +  +V V V          D   V V  V  V  + V +V  +V  V V        C      VV    V V+V   V         D   VV  VV   +  + V + VV V  V V        F    VV  VV +  V V + V V                                                                                    $   V            (   V  VV V           %   V V V           L   V + ++ VV + V  + +  V           M   /+ +   + V  V  V    V+           g    ,V  VV V V V V  V V V  VV  VV         V + V     j   V ,V    V    V+   V  VV         +V+  V V    _   V V '+ V V V ++  V ++  VV  V       V V V V                +V   ++  ++  + V .++ +V+V+ VV+  V+ V ++ +  V              V  + V  V V  V +  V  + V+ V V  ! V +   V  VV    V+               V  V V   V ++V    V   V  V  V V VV  V    V  V  VV              V %V V V V  V V    +   + $ V V  V V VV V V V VV !V + V  V+ VV  VV  VV              & V  V V  V++  V VV +V $+V++   V  V  +V !V+ V   ++  V +V    $          V + V    #          V                                                               *        +  VV     .         V 
 V V  +    *       V       >       VVVV +  V V  V V    <       +VV    V  V  V    6       VV  V V 	V  V V     ;       ++  ++ + V+  V  +    ;      V   +V + +  V +V                                                                                        A           V  V V V +    I             V + + ++V  V+    A           V V  V  V V        V            ++ +   ++   V+V   + $V++ ++ ++ V+V+        V V V V +       + V  V V  V V  V VV+   V      V V  +V + V         V         V   V  V 
VV    V  VV   V V  V V V    V        V  V ++ +V VV V    V++ VV  V       V V  V V  V V  V V+ V  V+ +  V  V V   V V  V       V    ++  ++  V       V         ++   V   ++   +V  VV V V  ++ V V  + V     ]   V V V  V V V V V +  VV  V  VV        +     b   V+    +  +    V   ++ V    V        V    \   V + VV + V V V  VV +V VV   V                              V                                  +         +  V    +         V++ V V    ,            V         + V  V V V V        ' ++ +V VV  V V+V+V V V  VV +V+V VV  VV       +V+ V V   V  V         &V     +       + V  V     +  V       V V V V V V  V         V V  V     V  VV V  VV  V 
 V  VV       + ++  V+++V V  +++ ++    ++  V V  +        'V+   V++    V++   ++   V   V++   V       	V V      V  V      V     V V +        + + +V + V+V+V V   V V  + V +V +  +    g      V V V V  V V     V  V  V  V        V     l   V  +     VV  V VV   V V  V  V   V VV   +       V     k   + VV   + V  ++ V +     ++   V V +V              V              V                                                                                 =   V+ V    V V +           @     +  V V  VV  V V        :   +    V V V              + VV  V V   VV + VV V + + (V  V +  ++V VV+V+ V            V V    V &V+ V  V +   V  V   $+  V     ++V + V V+           V V VV  V  V    V VV V  V  V  V VV VV V "V V  VV V  V  V V V           V    + V )V      +   V+ V  V  "       V  V V           V ++ +  VV %+ V + V   V ++ VV V "V ++  V V  V+V V V V           V            VV                                                               .   + V  V V         6   + V  VV  V VV V        -   V V VV  V        r   V $++ +V+V+ VV+  V V  ++ VV  V ++ +  V        s   V V  + V+ V VV  
V V V V V   V +V V V V    V+        r   V V   V  V  V V 
V  ++V V  V  V V  V  VV        r   $ V V  V V VV V V V VV 	 V+  V  V V+V V  V  VV        s   $+V++   V  V  +V 	V  V (+V+ +  V ++  V +V           V                                                                                                                                                                                                                                                                                       VV                  >       V      VV+ +     >    *V V+ +VV      +V ++ VVVV     >    VV + V                  9     V++      +         >     'V V+      V    +V+V     @    V)  +V +V V VV +  VVV     <     &+ V+V V+VV+ V                                                                                                                                                         @  	)                                                     h   x x 2  d              
   d    ,        d                   x x 2  d    X              d            d               F   x x 2  d    X              d            d                   x x 2  d    X              d            d               F   x x 2  d    X              d            d                   x x 2  d    X              d            d    :          F   x x 2  d    X              d            d                   x x 2  d    X              d            d               F   x x 2  d    X              d            d     ,              x x 2  d    X              d            d     _          F   x x 2  d    X              d            d                   x x 2  d    X              d            d     +          F   x x 2  d    X              d            d                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            :                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           ,                                                                                                                                                             _                                                                                                                                                                                                                                                                                                                            +                                                                                                                                                                                                          D h  0                                                                                                                                                             0                                                                                                                                                           h  0                                                                                                                                                                                    
2
2  (  (                                     "   Q"""    _                                         
 %  "   B        h  "   "   B        h @ "   "   B        h ! "   "   B        h  "   e"   B        "  %    "   B        " 
 %  "   B        h : "   r"   B        h : "   >"   B        "  %    "   B        "  
 %  /"   B        h R "   k"  "   "   B        h " "   j"   B        "  %    "   B        " %
 %  "   B        h X "   "" 3 "   u"   B        h                                Analyze your target audienceWho are they?What do they perceive about you, your district and the issues?What are their primary concerns?What will make them listen?Encourage them to listenStart with a powerful opening or a compelling headline.Relate quickly how the information is relevant to them.Help them believe your messagesEstablish credibility through endorsements, scientific evidence or other allied association.Demonstrate your shared concerns.Encourage them to act on that beliefClose the loop by offering specific action items you want them to consider based on your key messages  keep items clear and simple.                                                                   RM   d   s        M   d            RM   d t  s        M   d !           RM   d   s        M   d &           RM   d   s        M   d                               x x 2  d                  d            d                   x x 2  d    H             d            d                   x x 2  d                  d            d     t              x x 2  d    H             d            d     !              x x 2  d                  d            d                   x x 2  d    H             d            d     &              x x 2  d                  d            d                   x x 2  d    H             d            d      h                                                                                                                                                                h  0                                                                                                                                                            h                                                                                                                                                               t h  0                                                                                                                                                           ! h                                                                                                                                                                h  0                                                                                                                                                           & h                                                                                                                                                                h  0                                                                                                                                                                                          x   .   T--    `   (   T++<    a                   ,        ,       	7   B          "     "    ,M  " , $ " , $ " ,} ' " , ! " ,  " , % " ,  " ,   B          "     %    ,I  " ,  $ " ,M $ " ,w ' " , & " ,C & " , #  " , % " , $ " ,v  " ,	  " ,  " ,  " ,  " ,  " ,  " ,		   B          "          ,  " ,  " ,o +  " , $ " , ) " , # " , ' " ,6  " ,a 
 " ,   B          "    	     ,	  " ,	  " ,
  " ,8
  " ,
/  " ,
E  " ,
Z  " ,
p ' " , ' " ,} # " ,  " ,p   B h       	 ,  d     @   B         & "    ) "   2 ) "   b # "   G ' "    , "    ) "    '  "   ( ' "    % "   , * "   9 % "   v ( "   ! & "   c ( "    ) "    ) "   ? + "   9 ' "    ) "    , "   !  "   
\   B                                         .   h  h.                                                1. General pesticide purchase, 	    use and disposal:n	Proper identification of the pest problem. Consumers tend to generalize and lump categories of pests. They need to ask nursery personnel, or consult a how-to book or magazine garden section. Consumers should be encouraged to seek the least-toxic, most pest-specific treatment. n	Consumers need to read labels before purchase. Many tend to select products based on sales promotion, pull it off the shelf, put it in their basket and move along. They wont realize until later that they bought enough concentrate to last many years. However, concerned about shelf life, consumers will probably want to dispose of it much sooner. By reading the label before purchase, consumers will understand that a little concentrate goes a long way. n	Using pesticides safely means responsible use. Encouraging consumers to use pesticides according to label instructions with safety measures in mind (for example, remember children and pets) will encourage them to treat pesticides with respect. Overuse or misuse of pesticides can cause problems.n	The donts of disposal. The risks of improper pesticide disposal are great enough to warrant a listing of donts for consumers. Such a list would include dont flush pesticides down the drain or toilet for example, and a reminder about local and federal disposal restrictions.2. Integrated Pest Management 	    (IPM):Convincing consumers to adopt IPM may be a challenge because IPM is not a rote method that produces quick results. IPM is a decision-making process which involves working with nature to create conditions that make it difficult for pests to survive, while encouraging beneficial organisms to flourish. It is a problem-solving approach to pest control that employs the least-toxic methods. IPM emphasizes preventing and reducing the source of pest problems rather than treating the symptoms. It encourages us to realize that living organisms only become pests when their populations exceed certain threshold levels. Though not strictly a non-chemical approach, an IPM program will generally result in a reduction in the use of pesticides. By working with nature rather than against it, there are usually more effective ways to manage pest problems.                   8          GMM   d   s        M   d +  s       M   d   s        M   d   s        M   d /  s       M   d  s        M   d   s        M   d   s        M   d 3  s       M   d  s        M   d   s        M   d   s        M   d   s       M   d  s        M   d *          GMM   da  s        M   d   8          h   x x 2  d              
   d    ,        d    k    ,      x x 2  d    H             d            d     *          h   x x 2  d              
   d    ,        d    a              x x 2  d    H             d            d     8                                                                                                                                                                  k ,  X  4                                                                                                                                                       *                                                                                                                                                                  a h  0                                                                                                                                                                                                              -  - !*	#p                                   
 [  
"     P      "                                 7      T"}    b                                         ' "   u  "              "                To summarize the two most important areas to cover:          7  s        M   d                                   & @      B  P                P      z    PICT  %   H      Adobe Illustrator(TM) 7.0   h2o logo.eps  10/5/98        M  i         M  i    4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                     ,  IMAC    ,   ,              EPSF     7.              u           u           
      u 
         4     v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u                U                                                                                                                                                                                                                                                                           v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u $               U                                                                                                                                                                                                                                                                                                                                     2                -            1            3            M                            F                      A                     A                     E                       I                         J                         ;                <                5                                                
    
    
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                                                                	                                                                      7              x x 2  d    H             d            d                                                     Pesticide Public Education CampaignPlanning Guide               x    M   d %   x      M   d         RM   d                                       &              x x 2  d                  d            d                P   x x 2  d                  d            d                                     & h                                                                                                                                                                h                                                                                                                                                                                                                       7 h  0                                                                                                                                                                                      Q      SN    cJ      Svv    d                 ( "   { ' "   y $ "    % "    & "   = % "    ( "   / % "   z " "     "      B        h & "    & "    * "    ) "   ? & "    % "   3 & "    ) "    ' "   5 % "   $  "   	w   B        h ' "    * "               &  "    ' "    & "    ( "    + "    % "   T . "   H ) "    + "      "   ^ ( "    ( "   O ' "     "      B          %     B        h % "    ) "   s % "    '  "    , "   ; ) "    ' "                              Most pesticide use by homeowners is for the control of indoor and garden pests and for cleaning. Residents who use pesticides are often engaged in home improvement or gardening projects around their homes. The improper use and disposal of these products may lead to increased pesticide residues in community waterways and municipal water supplies.According to an April 1997 article in American Demographics, One in four Americans says that gardening is a real hobby or interest of theirs. The same article notes that home ownership is one of the most likely predictors of someones interest in gardening. A 1994 survey for the National Gardening Association estimated that 75 percent of U.S. households had at least one resident who gardened.Data indicates that consumers are more likely to consider environmental impact when purchasing gardening and household products. The Green Gauge study, conducted by Roper Starch Worldwide, found that, Environmental concerns matter more in some industries than they do in others... that people pay more attention to environmental factors when buying things that have an obvious and direct impact on the environment, such as lawn-and-garden products and household cleaners. People want to be educated about pesticide purchases, use and disposal, through the efforts of a public education campaign. Communications BaseBefore you begin, your messages must be clearly defined and understood. Since the goal of this education outreach campaign is to encourage proper pesticide use and disposal, the strategies and tactics involved should be turned into a communication strategy guideline.                                        s        M   d   s       M   d  s        M   d            RM   d  s        M   d"""!z    PICT W %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     7.              *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                       *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 z    PICT W %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     7.              *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 z    PICT W %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     7.        z    PICT W %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  ,  IMAC    ,   ,              EPSF     7.              *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 q              x x 2  d    H             d            d                   x x 2  d                  d            d                  x x 2  d    H             d            d                    q h  0                                                                                                                                                            h                                                                                                                                                               h  0                                                                                                                                                                                     QhX    +       Q    ,                  FF  +  +h  h                                        z    PICT W %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1              A   Y)J(    p   A   Y)J)J    q                 !
 ,     B          "     &    ,  " ,   B  x        "     $    ,0   B  x        "     
    ,   B  x        "         ,   B  x        "         ,   B  x        "         ,V   B  x        "         ,P   B  x        "     $    , ( " ,   B  x        "         ,   B  x        "     &    ,P  " ,   B  x        "     )    ,L  " ,   B  x        "          ,   B h      h ! ,   
    $   B          "         ,	:   B  x        "         ,
   B  x        "         ,z   B  x        "     '    ,   B  x        "         ,   B  x        "     '    ,%  " ,e   B  x           r        "     !    ,   B  x        "         ,"   B  x        "         ,	   B  x        "     !    ,   B  x        "     #    ,  " ,Q   B  x        "         , # " ,G  " ,z   B  x        "     "    ,  " ,   B  x        "     #     ,  " ,q   B  x        "         ,
   B  x        "     "     ,@ $ " ,  " ,i   B  x        "         ,   B  x        "         ,  " ,t   B  x        "         ,	   B  x        "         ,&   B  x        "         ,  " ,   B  x        "     %     , " " ,e   B  x        "     !    ,   B  x        "     !    ,t  " ,	3     x      h                                                              	   	       @                     @               @     	  	                      @                   	  	               @                           	   	       @                      @       !      	  !@	       !       !       "        "       #@     	  #	       #       $        $@       $       %     	  %	       &        &@       &       '        '     	  ( 	       (@       (       (       )@       *      	  *@	       *       *       +        +       ,@     	  ,	       ,      * -        -@       -       .        .     	  /@	      :      % M       R@       T       Z        Z@     	  Z	      9 Z       [        [@       [       \     	  \	      * ]        ]@       ]       ^        ^     	  _ 	       _@       _       _       `@       a      	 	 a@	     @ b       c@       e        e       f      $ 8 f$       g      	  g@	      ) g       g       h        h       i@     	 @ i	      m      	 u       w        x       |      	 = |@	     3 @                      @                   <      $ 8 $     $ 8  $     4 @           > @     $ 8 ̀$            	   	           :             :      $ 8  $      @     < @     $ 8 $     $ 8 $            > '     $ 8 ) $     4 )@     : B     $ 8 C$      D      $ 8 V $      V@     : h@     $ 8 i$      i     $ 8 {$       |       |@       @                              V       
 @            @      $ 8  $       @     	  	      (             >      $ 8  $     : @     $ 8 ڀ$                 > 
            $ 8  $      @     : @     $ 8 $           : 1     $ 8 3 $      3@     : E@     $ 8 F$      F     : X     $ 8 Z $     $ 8 Z@$      Z     : l     $ 8 m$      n                @            	 Y 	     q @                  $ 8 $               	       	        	@       	       	       	      	 " 	@	      	Ӏ       	@       	@       	       	      	 V 	@	       	     	. 	        	@       	@       	       	@     	  		       	     	  	 	      7 	@       	     	  		     > 	      $ 8 	@$      	       
@      5 
       
        
       
@       
       
     	 3 
	      
        
#     : 
$     $ 8 
%$      
&       
8      : 
J      $ 8 
K@$      
K     : 
]     $ 8 
^$     : 
_      $ 8 
`@$      
`       
r       
s       
u       
u     : 
v        
w@     	  
w	    Typical Event Out-of-Pocket Listq	Venue costs (e.g., hotel conference room rental)q	Audio visual equipment/stage/podiumq	Insuranceq	Food and beverageq	Flowers/centerpiecesq	Photographer, videographerq	Invitationsq	Guest book, media leave-behind gift (e.g., T-shirts, keychains), press kitsq	Speaker honorariumsq	Travel and lodging (complete detailed list)q	Shipping, freight, postage, messenger, FedEx, UPSq	Phone, fax, cell phone, copyingTypical Time-Consuming Services for Event q	Develop event conceptq	Research/contact speakersq	Write invitation copyq	Coordinate design, proofing, printingq	Coordinate mailingq	Development invitation list/media list (qualify by phone)q	On-going internal communicationsq	Planning and update meetingsq	Site research/site checkq	Speaker contact and coordinationq	Write/review speaker and/or client remarksq	Coordinate AV needs, food and beverage, stage/podium, flowers, photographerq	Develop event time line and event flowq	Coordinate travel/lodging arrangementsq	Coordinate press materialsq	Coordinate gifts for participants/speakers (e.g., garden aprons with logo, t-shirts) q	Event run-through or rehearsalq	Coordinate broadcast and print monitoringq	Travel to and from eventq	Attend eventq	Management correspondence and status reportsq	Follow-up: thank you letters, follow-up on vendor invoices and billingq	Coordinate monthly budget statusq	Results reporting (clip reports, broadcast placements)                                                  ,  IMAC    ,   ,              EPSF     7.              *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                  * "   h * "   (h ' "   _h " "   Wh # "   h ) "   5h           h ' "    ' "   +   B        h ( "    + "     "      B        h                                  "d"d  -   -                                                                                                           HPHalftone                            Q                                                                Smoothing                             R12Meg                                                           InstalledMemory                       SFalse                                                           Option1                               T600dpi                                                          JCLResolution                         UFalse                                                           JCLEconomode                          V                 !          GMM   d   s        M   d 4  s        M   d   s        M   d %  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d M  s        M   d   s        M   d   s        M   d   s        M   d -  s        M   d   s        M   d 5  s        M   d   s        M   d !  s        M   d ,          GMM   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d '  s        M   d   s        M   d   s        M   d   s        M   d <  s        M   d   s        M   d !  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d !  s        M   d   s        M   d +  s        M   d   s        M   d Q  s        M   d   s        M   d '  s        M   d   s        M   d )  s        M   d   s        M   d   s        M   d   s        M   d W  s        M   d   s        M   d   s        M   d   s        M   d -  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d -  s        M   d   s        M   d G  s        M   d   s        M   d !  s        M   d   s        M   d 8  s        M   d                     !          h   x x 2  d              
   d    ,        d     5    ,      x x 2  d    H             d            d    r    ,   x   x x 2  d    H             d            d     ,          h   x x 2  d              
   d    ,        d         ,      x x 2  d    H             d            d    ɝ    ,   x   x x 2  d    H             d            d                                    There is a critical path you must take to complete the process of communicating with an audience. Whether its written or verbal communication, you must reach the audience with a specific message, make the audience listen, then make them believe what you are saying, and compel them to act on the message.In building an education outreach plan, analyze the process of communication through the following points:                         !                                                                                                                                                                   ,                                                                                                                                                               ,                                                                                                                                                                   ,                                                                                                                                                                                                                     Y"((    r                                         
   &"   B        h S "   !" 3 "   |"   B        h                                                Event and Services ChecklistThe following provides some standard items to consider for out-of-pocket expenses and possible services/staffing time requirements                                        RM   d   s        M   d                   x x 2  d                  d            d                   x x 2  d    H             d            d                                           *    +                                          h                                                                                                                                                                h  0                                                                                                                                                                                                                   *      ]@@    @                                               ,  IMAC    ,   ,              EPSF     7.        V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                       .             2              2              2              2              *                               
                                                '           P   x x 2  d                  d            d                                                     ' h                                                                                                                                                                                          /      [,    x?      [

    y                 + "    ' "    & "    ) "   k ! "    " "    % "    $ "   * & "    + "   8 ( "      "   ^   B        h * "    # "    ' "    & "    $ "    $ "    ' "   n  "   P   B        h * "   i ' "   f            , "    + "    ( "    ( "    % "   F ' "    & "    ' "   3 ( "    & "   D ) "   \ ( "   	   B        h & "    )  "   9 ) "    & "    ' "   9 ' "   b ) "    ) "    " "   (   B        hEvery issue has its season. Therefore, it makes sense that some times are better than others for a public education campaign on pesticides. In a 1996 survey of POTWs, the most common months for campaigns were April, May and June. The least desirable dates were November, December and January. Taking into account that a key target audience is home gardeners, it stands to reason that the campaigns were carried out when growing season begins.It is logical that a pesticide-oriented campaign would occur and have the greatest chance for success during the growing season. Californias weather provides for a longer-than-average season, and the exact times for the growing season will vary depending on your area. Avoid campaign dates that coincide with major holidays or other special events that may distract public attention. Check for significant dates in your community with your convention visitors bureau or chamber of commerce. They usually have master calendars of upcoming events. Also remember that many people go on vacations in June, July and August. A campaign during this time may not be as effective as one that runs in March or April. In addition, people tend to purchase more gardening supplies at the beginning of the spring growing season.Also keep in mind that no matter when you schedule your campaign, it is essential to begin planning several months in advance. If you plan to conduct your campaign in March, it is wise to begin planning at least the previous summer or sooner. You will need this lead time to create partnerships, set up special events, and prepare materials.                     s        M   d =  s       M   d  s        M   d                                      z    PICT W %   H   Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J            ,  IMAC    ,   ,              EPSF     7.        V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                       .             2              2              2              2              *                               
                                                  2   LTT    (                                         < "    , "     "        B          "          h       0       p       @       K        	       B        h  "        8            8   B        h 	 "        0       p       @       8            8   B        h  "        0       p       @       8            8   B        h  "   	w     @                   8   B        h  "   K     0       p       @       8            8   B        h  "        B        h                                The difference between all respondents and those who are located in the San Francisco Bay Area are:					All		Bay AreaCopper-containing pesticides	20.9%		39.4%Diazinon				16.2%		27.3%Tributyltin (TBT)				13.6%		30.0%Chlorpyrifos (Dursban)		 9.0%		12.1%Other				23.5%		26.7%                                    n  s        M   d   s       M   d   s        M   d                                                    x x 2  d    H             d            d                                                     h  0                                                                                                                                                                                      z    PICT W %   H   Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J            ,  IMAC    ,   ,              EPSF     7.        V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                       .             2              2              2              2              *                               
                                                      G@@                                               @                                                   building a plan                                                 z    PICT W %   H   Adobe Illustrator(TM) 7.0   
report.eps  10/5/98           u  3          u  3  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                    d      M   d                                         ,  IMAC    ,   ,              EPSF     7.}ojjownA    3t          t  3        
    3t 
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                                           n              x x 2  d    H             d            d                                                     X	,                                                           x x 2  d                  d            d                                                    n h  0                                                                                                                                                                                        h                                                                                                                                                                                           '      X"XX    z                                          s        M   d                                                x x 2  d    H             d            d                                                     h  0                                                                                                                                                                                      z    PICT W %   H   Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J            ,  IMAC    ,   ,              EPSF     7.        V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                       .             2              2              2              2              *                               
                                               V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                       .             2              2              2              2              *                               
                                               z    PICT W %   H   Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J            ,  IMAC    ,   ,              EPSF     7.        V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                       .             2              2              2              2              *                               
                                               z    PICT W %   H   Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J            ,  IMAC    ,   ,              EPSF     7.        V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                       .             2              2              2              2              *                               
                                               z    PICT W %   H   Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J            ,  IMAC    ,   ,              EPSF     7.         '
 [  "I"     P      "                                Gaining Support from Community Leaders                          '        RM   d                                  z    PICT W %   H   Adobe Illustrator(TM) 7.0   h2o logo.eps  10/5/98        M  i         M  i    4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                     ,  IMAC    ,   ,              EPSF     7.              u           u           
      u 
         4     v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u                U                                                                                                                                                                                                                                                                           v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u $               U                                                                                                                                                                                                                                                                                                                                     2                -            1            3            M                            F                      A                     A                     E                       I                         J                         ;                <                5                                                
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                                                                	                                                                     	 <                                                 '           P   x x 2  d                  d            d                                                     ' h                                                                                                                                                                                                 ,  IMAC    ,   ,              EPSF     7.              ,  nXMAC    ,   ,              .DOC                       nn  +  +                                  z    PICT W %   H   Adobe Illustrator(TM) 7.0   container.eps   7/20/98       s  O        s  O    4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                   ,  IMAC    ,   ,              EPSF     7.        z     E A           A   E         
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         4     B     E A         H   H           *4                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""               E A     E A                                                                             	    	    	    	                                                                                                    B     E A         H   H           *4                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""               E A     E A $                                                                                            
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                                                                                                                   
                                                 	                                                                                             z    PICT W %   H   Adobe Illustrator(TM) 7.0   
trash.eps   7/20/98        V  3         V  3    4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                 `                                                        ,  IMAC    ,   ,              EPSF     7.            `|),              `                                                                                                                                                                                                  /              :@                                                                                                                                                                                              74    ܜ              @                                                                                                                                                                                                  L >              i-                                                                                                                                                                                              j    V4)              j ,                                                                                                                                                                                              j    l(              k                                                                                                                                                                                              j    f4              m (                                                                                                                                                                                              j    Rd              l ,                                                                                                                                                                                              jkmm_]|ootvpirplyyt|~wvz50ABIgvoour| *      p           p            
      p 
         4     p      p         H   H           *3                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                p      p                       
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" 
    h"                1. Educate Employees	   2. Involve Employees	      3. Reward Employees                                                                 z@@    :                                           @                                                   building a plan                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                           F          GMM   d                                   F          h   x x 2  d              
   d    h        d                                                     F                                                                                                                                                                                                     ^ff                                             E "    D "    E "                   Before beginning any new campaign, make sure to include employees in each step of the planning and execution. Use this checklist to incorporate the three-step philosophy described in the workbook.                                                      s        M   d                                   Ν              x x 2  d    H             d            d                                                      h  0                                                                                                                                                                                      A   6   ^
'$'$                                              "   5
     
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                                  q	Allow employees to take part in the creation of campaign and campaign elements	  q	Assign tasks to employees, no matter how small, to give them ownership	  q	Schedule regular meetings to keep employees updated  q	Provide employees frequent status reports  q	Post a progress or status report  q	Have a party or barbecue when goals are achieved   q	Encourage employees to share ideas throughout the campaign  q	Reinforce teamwork with participation from everyone	  q	Set a good example: remain enthusiastic and motivated  q	Keep an open-door policy                                                                  s        M   d R  s }       M   d   s        M   d J  s }       M   d   s        M   d 6  s }       M   d   s        M   d *  s }       M   d   s        M   d !  s }       M   d   s        M   d 2  s }       M   d   s        M   d >  s }       M   d   s        M   d :  s }       M   d   s        M   d :  s }       M   d   s        M   d   s }       M   d                                         V           x x 2  d    H             d            d               x x 2  d    H             d            d                                    A                                                                                                                                                                                            *  @   >                                                gaining employee support and participation                       *   d       M   d                                   *              x x 2  d                  d            d                                                     * h                                                                                                                                                                                          y   7   ^
(Z(Z                                              "   5
     ;
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     w
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      
    h
    "
    
    i
     p  
   B        
  "   5
     
    
    J
    C
    
     p  
   B        
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                  q	Highlight employees who have put in exceptional effort in meetings, memos or in the newsletter   q	Acknowledge employees special achievements at staff meetings that arent related to the campaign	  q	Present small gifts/awards to those employees whose ideas were included in the campaign	  q	Offer a few hours of time off when employees volunteer for extra activities	  q	Arrange for food to be served at campaign meetings  q	Create an employee appreciation event at the end of the campaign 	  q	Acknowledge employees contributions with personalized certificates	  q	Keep an open-door policy           s        M   d c  s }       M   d   s        M   d g  s }       M   d   s        M   d Y  s }       M   d   s        M   d R  s }       M   d   s        M   d 5  s }       M   d   s        M   d H  s }       M   d   s        M   d N  s }       M   d   s        M   d   s }       M   d                                 g           x x 2  d    H             d            d               x x 2  d    H             d            d                                    y                                                                                                                                                                                             @@  P  P                                                `$$          `                     % "    '  "   H ( "    & "    ( "    # "   Z ( "    & "    ' "     "      B        h + "   [ ( "     "      B          "          , # " ,  " ,   B          "     #    , !  " , $ " ,	   B ,        6              6   $ 6   $ 6   # 6   ' 6  { & 6   " 6   # 6     6   ( 6   ' 6     6                  These measurement techniques are not as qualitative as those that gauge consumer actions and attitudes before and after the outreach effort. However, publicly-funded campaigns rarely have the budgets to conduct extensive surveys. It should also be understood that changing public sentiments and habits requires a long period of time and repetitive efforts.  Bottom line measurable signs of success for a POTW public education campaign might include:n	A decrease in the percentage of toxins in water after the campaign compared to before a campaign.n	An increase in public awareness as determined through pre- and post-campaign consumer attitude surveys.	Assuming no professional, large-scale measurement survey can be commissioned, a POTW can conduct its own survey as a bill insert. By regularly polling its customers, a district can track progress toward its program goals. At the same time, this approach supports the educational element of  the outreach campaign. Public awareness increases when consumers are periodically queried about their purchase, use and disposal of pesticides.                                  s        M   d   s        M   d b  s        M   d   s        M   d h  s        M   d  x        M   d            ם              x x 2  d    H             d            d     Ν    ,      x x 2  d    H             d            d             ,   x x 2  d    H             d            d                     5      ^"XX    C                                         5
 [  ""     P      "                                Public Education Campaign Checklist for Employees            5         RM   d                                   5           P   x x 2  d                  d            d                                                     5 h                                                                                                                                                                                           h  0                                                                                                                                                            ,  X  4                                                                                                                                                         0                                                                                                                                                                                 +   c.@-{       ,   c..                     
 ,     B         # "    * "   R % "    * "    . "    ) "    ! "    # "    ( "   B '  "    ( "   v - "    	 "      B         $ "   o ( "   U ) "   _ & "      "    *  "   B ' "     "      B         
    |   B         # "    + "    & "    * "   b & "   V ) "      B         
       B         # "    (  "   x % "    % "    +  "    & "   I            ' "    ) "   I % "    $ "    * "   I % "     ' "    - "    ( "    * "   ;  "   	   B             
   B         ) "     ' "    ) "    ! "      B         

     &   B         " "    & "   i ) "   R ' "      "      B              K   B         % "   ` ' "   , % "   Z + "   I  "      B                 B         " "    * "    % "   O ( "      "    , "                              MagazinesMany regional and special interest magazines are circulated to California audiences. Keep in mind, magazines dont have to be published in California to be of interest to California residents. Regional magazines include such titles as Diablo Magazine (Contra Costa County), The East Bay Monthly and Los Angeles Magazine. Local magazines and newsletters from community gardening clubs and nurseries offer excellent opportunities to place pesticide feature stories.Special interest magazines that may cover specific educational efforts that protect Californias environment include California Flyfisher, California Game & Fish, California Landscaping, California Wild and national publications such as Gardening Life, Outdoors and Home, Lawn and Leisure.DeadlinesMagazines have long lead times for deadlines, usually needing materials at least a month, if not several months, before publication date. They are not for breaking news items, but can do great feature work in the environmental arena.PlacementDue to their long lead time before publication, magazines are more feature-oriented and tend not to cover press conferences and events. However, you can call the editor of the most appropriate section (lifestyles, business and outdoor are typical general magazine sections) to discuss an in-depth story. To have a positive outcome, position both the problem and the potential solutions of which you are a part. Again, start with a letter and follow-up by phone with a specific plan to give the editor a complete story. Maybe its a tour of your facility and an example of your inspection process and what it means to public health and safety.Category opportunitiesWithin the print publication industry, focus your efforts on special-interest magazines to reach the specific audience you want to reach. For instance:GardeningKnowing that readers of gardening magazines are more knowledgeable than others about the use of home pesticides, your story angles and materials can be more advanced and to the point.OutdoorMagazines that reach people who love the outdoors, especially water sports, will be interested to know that they might have an inadvertent hand in water pollution problems. Regional publicationsThese magazine editors are always looking for topics within the region that make them stand out. You might want to tailor the materials to show how the community has progressed toward halting pollution in its lakes and streams.                                                  
          GMM   d   s        M   d   s       M   d   s        M   d   s       M   d   s        M   d   s       M   d  s        M   d   s       M   d   s        M   d   s       M   d   s        M   d   s       M   d   s        M   d   s       M   d &  s        M   d   s       M   d   s        M   d   s       M   d   s        M   d   s       M   d   s        M   d 
          GMM   d   s        M   d 
          GMM   d  s        M   d           GMM   d   s        M   d 
   } }      M   d   s        M   d    } }      M   d   s        M   d    } }      M   d   s        M   d     
          h   x x 2  d              
   d    ,        d                  x x 2  d    H             d            d     
              x x 2  d               
   d    ,        d                   x x 2  d    H             d            d     
              x x 2  d               
   d    ,        d                  x x 2  d    H             d            d                   x x 2  d               
   d    ,        d                   x x 2  d    H             d            d     
              x x 2  d    X              d            d                   x x 2  d    H             d            d                   x x 2  d    X              d            d                   x x 2  d    H             d            d                   x x 2  d    X              d            d                   x x 2  d    H             d            d                                     
                                                                                                                                                                   h  0                                                                                                                                                           
                                                                                                                                                                    h  0                                                                                                                                                           
                                                                                                                                                                   h  0                                                                                                                                                                                                                                                                                                                               h  0                                                                                                                                                           
                                                                                                                                                              h  0                                                                                                                                                                                                                                                                                                                         h  0                                                                                                                                                                                                                                                                                                                         h  0                                                                                                                                                                     '   b))       +   b,,                     	
       B         * "   P ' "    ' "    / "   ~ %  "    * "   l ' "    ! "      B         
       B         $ "    ( "    ) "    $ "     "      B         % "    (  "   r & "    + "    $ "   > , "    (  "    * "    # "   d ) "    ( "   / ( "   " - "   E #  "    ( "    ( "   & ) "   <  "   9   B             
           
   B         *  "    ) "    ) "   /   B         
        B         % "   4 ( "    ' "    ' "   | & "   < ( "     "      B                 B         # "   4 % "    &  "   } ) "   l $ "    ( "   V & "   ]   B                 B         % "    & "   w # "    % "    , "    ! "      B         
        B         ) "   B * "    $ "    ( "    , "   u   "   s                                CoverageDaily newspapers cover international, national, regional and local news, so you can tailor your press materials to interest the state, regional or local angle. Weekly newspapers are usually interested in regional or, more specifically, local news, so news releases should be very specific to local interest.PlacementDecision-making varies depending on newspaper size. The larger dailies have subject-matter editors. Most key editors meet daily to share story ideas for feature pages. To place a story in a newspaper, you should be familiar with the staff structure and how it applies to your story angle. If a story needs to reach gardeners and there is a gardening or outdoor editor at a paper, that is your best start. First send a letter or release that outlines the story ideas and specific facts. Then follow up by phone. However, DO NOT call just to ask if they received the letter or release. Follow up with a specific offer of an interview or other information not contained in the written communications. Explain the importance of the issue to their readership. This is part of grooming relationships with publications that will be of value in the future.Category opportunitiesMajor dailies typically offer the following sections and opportunities. Some examples of appropriate story angles:Garden sectionYou can approach the editor about an education campaign, especially if there is an event scheduled with a retailer. Make sure you let them know that this is a statewide situation with local programs that will impact the quality of life for everyone.Lifestyle sectionYou can approach this editor about information that shows our changing lifestyle and our more environment-friendly habits. As part of this broader story, you can translate important information about the purchase, use and proper disposal of home pesticides.Business sectionIf you have a retailer involved in a partnership program, you can invite the business editor to explore how businesses are doing more and more community relations activities with your program as a prime example.Metro sectionThis is typically reserved for breaking news that affects the local region and is appropriate for news conferences or other important and timely stories that dont have the shelf life of the previous feature ideas.                                                            	          GMM   d>  s        M   d 
          GMM   d^  s        M   d           GMM   d |  s        M   d    } }      M   d   s        M   d    } }      M   d	  s        M   d    } }      M   d   s        M   d    } }      M   d   s        M   d                             	              x x 2  d               
   d    ,        d    >              x x 2  d    H             d            d     
              x x 2  d               
   d    ,        d    ^              x x 2  d    H             d            d                   x x 2  d               
   d    ,        d     |              x x 2  d    H             d            d                   x x 2  d    X              d            d                   x x 2  d    H             d            d                   x x 2  d    X              d            d    	              x x 2  d    H             d            d                   x x 2  d    X              d            d                   x x 2  d    H             d            d                   x x 2  d    X              d            d     ڝ              x x 2  d    H             d            d                                    z    PICT W %   H   Adobe Illustrator(TM) 7.0   h2o logo.eps  10/5/98        M  i         M  i    4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                     ,  IMAC    ,   ,              EPSF     7.              u           u           
      u 
         4     v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u                U                                                                                                                                                                                                                                                                           v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u $               U                                                                                                                                                                                                                                                                                                                                     2                -            1            3            M                            F                      A                     A                     E                       I                         J                         ;                <                5                                                
    
    
    
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                                                                	                                                                            _@@    H                                           @   =                                                evaluation tools                                                    d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                          z    PICT W %   H   Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J            ,  IMAC    ,   ,              EPSF     7.        V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
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 %  q   B         '  "    + "    ( "     "      B          "     &    , % " , % " ,   B          " h s #       "   " :   B          " h s       # " Q % " z $ " D   B          " h s      > " " 7   "   "    B          "     '    ,  " ,T #  " ,~  " ,
S   B          "          ,
 ! " , % " ,M 	 " ,   B          "     '     , * " , % " ,   " ,	   B                     "     #    , ! " ,7 # " ,.  " ,    B          "     !    , " " ,6 * " , $ " ,|  " ,   B          "     &    ,O & " , ) " , % " ,  " ,   B          "     "    ,   " ,  " ,/   B          "     #    , " " , * " ,_ & " , # " ,   B          "     '    ,9 # " ,  " ,N   B  P        "      
    ,  " ,>  " ,  " ,  " ,A   B  P      Press Release GuidelinesWrite a news release from the perspective of a reporter writing for a paper. It should be written exactly the way youd want it to appear.n	Identify the key message of the story and present it in the lead. The lead defines the purpose of the release. 	The lead should clearly state what the story is about and why its important.	The lead should be attention-grabbing and interesting for both the editor reviewing the release and the reader. Identify a local angle.	The lead should be no more than two or three sentences in length. Use the body of the release to explain the details.n	Write in news style, short and simple. Write concise sentences, short paragraphs, and use easily understood and specific words.n	Dont make any assumptions when writing a release. You know more about the subject than the editor or reader. n	Include a quote (written in conversational style) in the first three of four paragraphs of the release. It builds credibility for the story.n	Build the release around the lead. Amplify the elements introduced in the lead, providing details and explanation.n	Do NOT make the release too long (two pages maximum). If you think more information is essential, attach fact sheets or background materials to the release.  n	Always have at least one other person edit and proofread the release before it is distributed. Accuracy is essential and mistakes are unforgivable in the news business.n	Make sure the release covers who, what, when, where, why and how. Answer all of the questions.n	Always provide the names and phone numbers of two people that can be contacted for more information. If the primary contact is not available, the secondary contact can be reached.n	Always spell out acronyms in the first reference so the reader knows what youre talking about. 	Example: The California Department of Pesticide Regulation (DPR) is moving ahead with its public education program.                   RM   d   s        M   d   s        M   d  s        M   d   s        M   d   s        M   d   s        M   d p  s        M   d   s        M   d   s        M   d   s        M   d x  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d `  s        M   d   s        M   d   s        M   d   s        M   d a  s        M   d 	  s       M   d r  s        M   d                                                               x x 2  d                  d            d                   x x 2  d    H             d            d     r    ,      x x 2  d    H             d            d    V    L      x x 2  d    H             d            d    ѝ    ,      x x 2  d    H             d            d     z    ,   P   x x 2  d    H             d            d                                           `@@    K                                           @   =                                                evaluation tools                                                    d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 z    PICT W %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1     GH      *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 *   -   t*l*l    P   0   t,`,.    t   1   u--I       2   u+>+-    1   :   v++i       $   v                                                     
 ,  
   B         $ "    + "   ^ #  "    , "   2 * "    * "   / " "   p * "    + "    ( "    # "     ' "    ) "   E  "      B         	       B         & "   V " "   ~ + "    ) "   k ) "    " "    
 "      B         * "      B          "          ,   " ,   B          "          ,k  " ,   B          "          ,  " ,
   B          "      $    ,  " ,   B         
    	   B         # "    ! "    ( "   / ' "    ( "   | ' "   r   B          "      "    ,j $ " ,  " ,  " ,   B         & "    ) "    % "    % "    ( "   U  "      B          "      "    ,$ & " ,   B                B         % "    * "    ' "    * "    ( "    & "     "   S   B          "      (    , ! " ,   B          "      *    ,X  " ,   B         & "   I ( "      B             2              B         ( "    ) "   s & "   m * "   h  "   7   B          "      &    ,C  " ,X   B          "      #    , $ " ,  " ,    B         ' "    + "    $ "   V   B h       
 ,     B         $ "   w & "    $ "    $ "    & "   	 ) "    # "    % "    & "   J % "    ) "    # "      B          "     !    ,  " ,   B          "     $    ,Q  " ,   B          "     '    ,) ' " ,j % " ,     k       $ " ,p $ " , ! " , # " ,`  " ,   B          "     %    ,' ! " ,A   B          "     '    ,  " ,o   B          "     &    ,3 $ " , " " ,   B h        ,     B         $ "   } ' "    * "   A & "   U ) "    * "   x ' "     "   o   B         ) "    # "     "   o   B          "         ,
   B          "     %    ,   B          "     "    ,s " " ,  " ,P   B          "     #    , 
 " ,   B                    ) "    % "   F  "      B          "         ,	-   B          "     &    ,   " ,   B          "     $    ,	  " ,	   B          "     $    ,&  " ,g   B          "     !    ,   B          "         ,   B          "         ,I   B          "         ,   B          "     $    ,
  " ,   B h       
 ,     B          "     #    , & " ,  " ,   B          "     !    , 	 " ,4   B          "     $    ,   " ,u " " ,  " ,2   B          "     "    ,   " ,  " ,   B                     "     &    ,  " ,   B          "     $    ,  " ,b   B          " h s "     ! " $ $ "  & " @ % " F   B h        ,  3   B          "     (    ,B &  " , # " ,y $ " , '  " ,c  " ,   B          "     !    , ( " ,   B          "     #    ,M & " ,c   B          "     &    ,   B             <                      Delivering the MessageIts OK to be repetitious. During a discussion, it is to your advantage to use your messages as many times as possible, using different kinds of support to give variety. The questions you are asked will not always lead you directly to your prepared messages, however. Using some simple control techniques, you will be able to deal with a question and direct the focus of the answer to successfully communicate your message. You will also be able to influence the types of follow-up questions that are used during the discussion.BridgingThis is a technique used to move from one topic to another or to make a smooth transition from a difficult subject to something you feel is more important. It involves responding to the questions, then promptly following with your message.Simple examples of bridging phrases are:	Yes . . . (answer), and in addition to that . . .	No . . . (answer), let me explain . . .	I dont know . . . but what I do know is . . .	Thats the way it used to be . . . heres what we do now . . .Agreement/TransitionAnother way to bridge is to find a common word agreement within the question and use it as a pivot within a transition that points you straight to your key message and supporting points. For example, faced with this question:	Why cant you treat the water so chemicals and pesticides wont be passed on to surface or ground water?There doesnt appear to be much youd want to agree with. Instead of taking it head on with a negative, defensive answer, use the word treat as your agreement and then make a transition to a positive:	We use all the latest technology available to treat our water . . . HighlightingHighlighting is a technique used to influence the next questions you will be asked. It calls for you to end your message with a statement that requires a follow-up question. This technique is most often used in media interviews.  For example:	 . . . Youd probably be interested in some of the planned activities.	 . . . thats the second-most important issue.Each of the highlighting statements listed above begs a follow-up question.HeadliningThis is a simple but very important way of helping your audience remember your message by emphasizing or flagging what you consider to be most important. Examples:	... but, the most important point to remember is ...	Ive talked about a lot of things today. It boils down to these three things .. .Using this as a summary technique in a discussion allows the last impression to be the most positive and important.NervousnessFeeling nervous before or during an interview is normal and can even work to your advantage. The symptoms of nervousness  sweaty palms, nervous stomach and perspiration  are caused by increased adrenaline in your system. By learning to control rather than eliminate nervousness, you can make the extra energy work for you. Taking control of your nervousness can also build confidence. Following are simple steps to help control nervousness:n	Know your subject matter and the major points you want to make.n	Arrive early and get a feel for the surroundings.n	If you have a few moments in private, practice a few relaxing exercises  rolling you neck, swinging your arms and stretching. In public settings, isometric exercises (alternately tensing and relaxing muscles in arms and legs) can be done without attracting attention.n	Take a deep breath, hold it for four seconds, and then slowly exhale.n	Before you begin to speak, establish eye contact with the person.n	Dont think of the person as hostile or challenging, but merely neutral, waiting for you to interest them.Body LanguageGestures and facial expressions can either enhance your message or detract from it. To be effective, expressions and gestures must be consistent with your subject matter. For instance, excessive smiling (often a nervous response) while discussing a serious subject reduces your credibility.The following gestures and expressions convey confidence and can increase your credibility:n	Looking people in the eye.n	Leaning slightly forward, if seated.n	Making hand movements that occur naturally to supplement what you are saying.n	Listening actively when others are speaking.The following gestures and expressions convey a negative impression and can detract from your message:n	Clasping hands tightly.n	Gripping the sides of chairs, tables or your knees.n	Toying with pencils, water glasses, buttons or microphones.n	Drumming fingertips on a table top or podium.n	Casting eyes toward the ceiling.n	Slouching posture.n	Closing eyes.n	Backing away from interviewer.n	Swiveling in a chair or moving legs and feet constantly.For Televisions Interviewsn	Avoid solid black or white or busy patterns in attire. Bright colors are fine. n	Dont wear large, shiny or noisy jewelry.n	Sit erect, but not ramrod-straight, slightly forward in the chair. Unbutton suit jacket when seated (if you wear one).n	Resist the urge to shout into the microphone. Speak and gesture naturally.n	Talk to the reporter/interviewer, not the camera.n	Keep a pleasant expression; smile when appropriate.	Hold your interview attitude from the moment the camera is set up until the interview is completely over, the camera is off and the host is up or getting the microphone off.Summaryn	You have a positive story to tell about your efforts to protect the environment. Your message points are your guideposts. Use them to get you to where you want to go in the conversation.n	Dont repeat a negative or allow someone to put you on the defensive.n	There is no such thing as off the record or just between you and me.n	Be honest. Be proud. Enjoy yourself.                                                                          GMM   d  s        M   d 	          GMM   d   s        M   d +  s        M   d 8  s        M   d .  s        M   d 3  s        M   d A  s        M   d           GMM   d   s        M   d m  s        M   d   s        M   d H  s        M   d           GMM   d           GMM   d   s        M   d   s        M   d G  s        M   d   s        M   d   s        M   d 0  s        M   d   s        M   d M  s        M   d   s        M   d           GMM   d   s        M   d 8  s        M   d T  s        M   d u  s        M   d   s        M   d           GMM   d  s        M   d   s        M   d   s        M   d @  s        M   d   s        M   d 5  s        M   d   s        M   d  s        M   d   s        M   d G  s        M   d   s        M   d E  s        M   d   s        M   d m  s        M   d           GMM   d'  s        M   d ^  s        M   d   s        M   d   s        M   d   s        M   d &  s        M   d   s        M   d Q  s        M   d   s        M   d .  s        M   d j  s        M   d   s        M   d   s        M   d   s        M   d 6  s        M   d   s        M   d =  s        M   d   s        M   d 0  s        M   d   s        M   d "  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d    s        M   d   s        M   d :  s        M   d           GMM   d   s        M   d Q  s        M   d   s        M   d +  s        M   d   s        M   d z  s        M   d   s        M   d N  s        M   d   s        M   d 3  s        M   d   s        M   d 9  s        M   d   s        M   d   s        M   d           GMM   d   s        M   d   s        M   d   s        M   d J  s        M   d   s        M   d J  s        M   d   s        M   d '  s        M   d                   h   x x 2  d              
   d    ,        d                  x x 2  d    H             d            d     	              x x 2  d               
   d    ,        d                  x x 2  d    H             d            d     ۝    ,      x x 2  d    H             d            d                   x x 2  d               
   d    ,        d                   x x 2  d    H             d            d     n    ,      x x 2  d    H             d            d     ϝ              x x 2  d    H             d            d     I    ,      x x 2  d    H             d            d                   x x 2  d               
   d    ,        d                   x x 2  d               
   d    ,        d                   x x 2  d    H             d            d                   x x 2  d    H             d            d     }    ,      x x 2  d    H             d            d     M              x x 2  d    H             d            d                   x x 2  d    H             d            d                   x x 2  d               
   d    ,        d                   x x 2  d    H             d            d     9    ,      x x 2  d    H             d            d     T    ,      x x 2  d    H             d            d     v              x x 2  d    H             d            d               h   x x 2  d              
   d    ,        d                  x x 2  d    H             d            d        ,      x x 2  d    H             d            d               h   x x 2  d              
   d    ,        d                  x x 2  d    H             d            d     ŝ    ,      x x 2  d    H             d            d     j              x x 2  d    H             d            d    d    ,      x x 2  d    H             d            d               h   x x 2  d              
   d    ,        d        ,      x x 2  d    H             d            d         L      x x 2  d    H             d            d               h   x x 2  d              
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E         !      a"XX    p                                         !
 [  "     P      "                                Definition and Analysis of Media                                !        RM   d                                   !           P   x x 2  d                  d            d                                                     ! h                                                                                                                                                                                                 a@@@    q                                           @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 b@@@    r                                           @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 c@@@    s                                           @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 d@@@    t                                           @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                *           *           
      * 
         4     *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      *            
                              *      *         H   H           K2@                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                *      * $           
           	                                                                 z    PICT W %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1           z    PICT W %   H      Adobe Illustrator(TM) 7.0   fish.eps  10/8/98      )     )  4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       1                  e@@@    u                                           @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 f@@@    v                                           @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                             ,   e/l.       &   e+*+*                     
 ,     B         ( "    *  "    $ "    $ "   \ * "    ) "    * "   ~ ,  "   ^ + "    * "    '  "    + "   { + "    ) "   o ' "      "   2   B         % "    % "    & "    % "    * "   " & "     "   6   B                B         ) "    , "    %  "   l '  "    ) "    + "    ( "    " "   k ( "    ! "   w   B         $ "    ( "   ( & "               + "    ( "   | ' "   L " "   ' " "   ~ * "    ( "    ) "    - "   H % "    $ "    * "    ) "   r * "   I * "   i ' "    & "    " "   4  "     "        B ,        6         
 + 6   % 6  t & 6    ' 6   ( 6   * 6   & 6   %  6  < ' 6  i ) 6  d " 6   # 6  Q $ 6   * 6  [    ,                                      TelevisionIn mid-1998, there were 86 commercial television stations, 20 public broadcasting stations, and another 115 cable systems in the state. The number of cable systems illustrates the incredible fragmentation of the media via cable and Internet players. Although fragmentation makes it more difficult to place advertising dollars with efficiency, it sometimes makes it easy to direct public relations efforts to a specific audience. For in-stance, if there are regional TV programs targeted to the California gardener, you can be sure this audience is interested in gardening and has at least a casual knowledge of pesticide use.Most commercial television stations have a local news department. Many smaller community stations have local programming during the weekends that deal with specific interests and can be a target for a spokesperson or program announcement.Deadlines and placementTelevision news stations require time to edit video tape to put together a story for a later newscast. That can take anywhere from one to three hours, depending on the complexity of the story. This should be a factor in timing a press event or conference. Try to schedule it for mid-morning or mid-afternoon so reporters have time to prepare tape for noon newscasts or evening news.In approaching the station, try the assignment editor for stories that will require a remote camera assignment. Again, the first contact is in writing via fax. Then follow up with the editor via phone. The first communications should happen no more than two weeks in advance of the event or interview opportunity. Television operates on a short fuse. Assignment editors attend early morning editorial meetings, so try to reach them after 9 a.m. They typically have an afternoon assignment meeting as well, so be aware of their busy hours. If you are having trouble getting through to the assignment editor or have not received a positive response, shift your efforts to a likely reporter  one who has covered the subject matter and you know could be interested. Veteran reporters often submit their own story ideas.	The news department wants stories that affect the majority of their viewers and have a visual component. Unlike radio and newspapers, visual opportunities are a dominant factor in determining coverage. For instance, a press conference staged at the edge of a stream with large graphic examples of point source pollution and demonstrations of the dos and donts of home pesticide use will receive greater attention than a press conference staged in a central office with a spokesperson trying to describe the problem and efforts towards a solution.                                               GMM   dt  s        M   d           GMM   d  s        M   d8  x        M   d                                                     h   x x 2  d              
   d    ,        d    t              x x 2  d    H             d            d                   x x 2  d               
   d    ,        d    ͝              x x 2  d    H             d            d    8         ,   x x 2  d    H             d            d                                                                                                                                                                                                                       t h  0                                                                                                                                                                                                                                                                                                                              h  0                                                                                                                                                          8   0                                                                                                                                                                      N   $   d&\&U    2      d                      ,     B         & "   ; " "    % "    % "    ' "    # "    & "   u ( "      B                B         # "    * "    &  "    & "    ) "    & "    & "   o ) "   % & "    $ "   p , "    & "    * "   o ) "    ' "      B         )  "    " "    ' "    ( "     "   
&   B ,                   6          $ 6   " 6  ~ $ 6  X & 6  J ' 6  ' & 6  : ( 6  S # 6   	 6              ( "   S ) "    ) "    ) "    % "     "                              RadioThere were 243 commercial AM stations and 346 commercial FM stations in California in mid-1998, many without their own news departments or news editors. News-talk stations are on the AM dial and FM stations tend to be music-oriented. Many of the larger FM stations also have news departments. Deadlines and placementRadio is an immediate medium. Even faster than television, radio will report on stories as they are happening. However, for a normal news cycle with a feature angle to it, you should consider approaching an assignment editor (the person who assigns reporters to cover news stories) or a specific reporter who has covered the subject area, about a week in advance of the interview or event. The first approach is in writing, and typically faxed as an advisory. Keep in mind that radio reporters will be more interested in stories that have key interview or sound opportunities. After an advisory, you can start following up with phone calls and then complete the cycle by sending a media alert to them the day before an event or interview opportunity. 	If you are placing a guest on a radio talk show, you should start booking the segment about three weeks in advance although you might not get confirmation until a few days out. Keep in mind that news talk shows are always looking for fresh subjects and those that originate locally offer an excellent opportunity to place a story.Radio news prides itself on being able to deliver the news first. Send breaking news releases to assignment editors at the larger news stations or to reporters interested in the environment and community activities.           GMM   d*  s        M   d           GMM   d  s        M   dQ  x        M   d   s        M   d                       h   x x 2  d              
   d    ,        d    *              x x 2  d    H             d            d                   x x 2  d               
   d    ,        d                  x x 2  d    H             d            d    Q         ,   x x 2  d    H             d            d                   x x 2  d    H             d            d                                                                                                                                                                                                       * h  0                                                                                                                                                                                                                                                                                                                              h  0                                                                                                                                                          Q   0                                                                                                                                                            h  0                                                                                                                                                                                                         ,  IMAC    ,   ,              EPSF     7.               ,  IMAC    ,   ,              EPSF     7.        :   !   o##    h   '   o+*+*                      h                                                                                                                                                                h  0                                                                                                                                                           r ,  X  4                                                                                                                                                      V                                                                                                                                                               K ,  X  4                                                                                                                                                                  F   4   jT)r)r                                             
 %  T   B          "    T %    ,T # " ,T ! " ,T  " ,T   B          "    T     ,	T  " ,)T   B          "    T !    ,GT  " ,
*T   B          "    T     ,T  " ,T  " ,T   B          "    T "    ,DT % " ,T  " ,	T   B          "    T      ,T   " ,8T  " ,T   B          "    T     ,T " " ,T  " ,	T   B          "    T     ,T 	 " ,TT   B          "    T !    ,T  " ,T   B          "    T &    ,T  " ,'T   B          "    T $    ,T  " ,T   " ,-TPress Release Checklistq	Is the lead direct and to the point? Does it contain the most important and most interesting aspects of the story?q	Has the local angle been emphasized?q	Have who, what, when, where, why and how been answered?q	Are sentences short, concise? Paragraphs short? Words easily understood and to the point?q	Has editorial comment been placed in quotation marks and attributed to the appropriate person?q	Are quotations natural? Do they sound as though they could have been spoken?q	Has newspaper style (AP, for example) been followed faithfully throughout the release?q	Are spelling and punctuation correct?q	Have all statements of fact been double-checked for accuracy?q	Is the release dated and release time indicated?q	Are there contact persons and phone numbers if reporters want more information?                                                                      RM   d   s        M   d u  s        M   d   s        M   d '  s        M   d   s        M   d 9  s        M   d   s        M   d ^  s        M   d   s        M   d `  s        M   d   s        M   d N  s        M   d   s        M   d Y  s        M   d   s        M   d (  s        M   d   s        M   d ?  s        M   d   s        M   d 2  s        M   d   s        M   d P  s        M   d                             x x 2  d                  d            d    .    ,      x x 2  d    H             d            d                                      h                                                                                                                                                              . ,  X  4                                                                                                                                                                                                                 %   m                                              "     %    , ' " ,_  " ,>   B          "     '    ,r  " ,A  " ,h   B          "     %    , & " ,  " ,   B          "     '    , ' " , % " ,Y # " ,>  " ,Q   B          "     %    ,c $  " ,} ' " , & " , " " ,1   B          "     &    ,V # " ,   " ,  " ,   B          "        B                                                        n	Media advisories and alerts are used to notify the media regarding an event or press conference. n	If notifying the media a week ahead of time, use the media advisory heading.  n	If reminding media the day before an event or the day of an event, use the media alert heading.n	Advisories and alerts are not written like a press release. They do not tell the story; they simply provide basic information to generate media interest. n	Media advisories provide the basics of who, what, when, why, and information such as directions to an event site, interview opportunities, or visuals for television cameras.n	Always provide information at the top of the page for two contact people with phone numbers and location (city) if applicable.         s        M   d c  s        M   d   s        M   d R  s        M   d   s        M   d c  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d                            ,      x x 2  d    H             d            d                   x x 2  d    H             d            d                                      
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@     $ 8 
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       @     	  	            <         @     $ 8 $     A        V        V       V       W@       X        X       Y        Y@       Y     @ Z     $ 8 [$     V \      V p     @       $ 8 @$     V      @       $ 8 @$     V      @       $ 8 @$     	  	      '              > @     $ 8 $             Ҁ              @     $ 8  $     $ 8 @$       Ԁ     @      $ 8  $     z @     <              $ 8 @$             *      	   	      F @            	   	       @                     @               @                   	  	                       @                   	 6 	     A #@       %       (@       )      	  )	      * *        *@       *       +        +     	 7 , 	     y /       2        4        4       5       5     	 ' 6 	     ` 8       =        =       >     	  ? 	      5 ?@       ?       ?       @@       A        C      	 W C@	     	 H      " R       V       [@       d@     	 R d	     	E i       s@       u      > y     $ 8 z$      {             	   	       @                     @     @       $ 8 @$     V              	  @	                                    @            	 \ 	      @                             	  @	       π                      Ѐ      @     : @                  	 @	      	@      d  @      # ,       " 7      $ 8 M $       M@     	  M	      ! M       N        N@       N       O     	  O	       P        P@       P       Q        Q     	  R 	       R@       R       R       S@       T      	  T@	       T       T       U        U       V@     	  V	       V       W        W@       W      X     : j     : k       m      	  m@	       m       m       n        n       o@     	  o	       o       p        p@       p       q     	 R q	     
 w                      @            	 7 	      @                          $ 8 $     $ 8 $               @            	 4 	     F                @                    	 % 	      @       @                  `*                                                 *                                                T                                                                $      f"XX                                             $
 [  "     P      "                                Explanation of Media Opportunities                             $        RM   d                                   $           P   x x 2  d                  d            d                                                     $ h                                                                                                                                                                                          2      f		           f                     ' "   % ( "    ' "   _ & "     ' "    $ "    ( "   m # "   z # "    ' "     "   
   B         $ "    )  "    * "              Just as the various types of media are varied, the opportunities with each are broad. Depending on the immediacy of the news value  breaking news where a certain study is being unveiled that shows how residential pesticide use contributes to water pollution or an on-going educational effort to get consumers to use home pesticides responsibly  different media contact opportunities are possible. Keep in mind that the news media is interested in stories concerning controversy/conflict, change and human drama.                                                   s        M   d                                                x x 2  d    H             d            d                                                     h  0                                                                                                                                                                                      z    PICT W %   H   Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J            ,  IMAC    ,   ,              EPSF     7.        V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                       .             2              2              2              2              *                               
                                                  C   g"2020    ew{u{`YZfw 
    
"   B         
 a  >" 9   p" @  pc"   ph"   B          a  R" B   p" A  p" %  p"   B          a  " C   p" ?  p"   p
"   B          a  #" F   p" C  p"   B          a  " ?   p" @  pl"   p"   B        " 
    "   B          a  J" >   p`"   p	"   B          ^  " @   pW"   p
,"   B          ^  " 1   p"     "     0  " =    p"   B          ^  " D   p" 	    {"     0  " 9    p"   B          ^  %" ?   p"   p"   B          ^  " :   p"     "     0  " A    p?"   B          ^  " A   p9" C  p" 
  p"   B          ^  " ?   p" B  pf"                      "Print Interview FormatsTelephone	Telephone interviews are most common. The spokesperson provides reporter with the sound bites and information needed to prepare a story.Desk-side briefing	Involves a face-to-face meeting with a reporter, usually at the offices of the media outlet. Used frequently in media tours to demonstrate new products/offerings. On-location	Interviews that occur when the media come to an organizations location/event to conduct one-on-one interviews and gather any visuals to enhance a story.Editorial board	A face-to-face or telephone interview with an editorial writer(s) to gain the media outlets support for an organizations position.News conference	A news conference is called to make a major announcement or, in crisis cases, to provide answers to many press inquiries at one time. Broadcast Interview FormatsLive or taped	An interview with a spokesperson(s) live at a scene or taped for airing at a later time.Edited or unedited	An interview can be live or unedited, or taped and edited for airing at a specified time.In-studio talk show 	These are live or taped interviews also where a or call-in show		spokesperson is able to voice a position on an issue/trend. On-location  	An interviews which happen at a site of a staged event, crisis orstand-up		relevant subject area; they can be either taped or live.Remote interview	Interviewer and spokesperson are in two completely different locations Solo interview 	A solo interview uses an expert to provide perspective versus panel		or analysis for the story; a panel involves two or more experts.News conference 	A news conference can be called to make a major announcement or, in crisis cases, to provide answers to many press inquiries at one time.Ambush interview:	A 60-Minutes- or Dateline-style interview where an entire crew shows up to cover a story, generally with very little warning.                                                                  GMM   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d           GMM   d   s        M   d  s        M   d 
  s       M   d   s        M   d   s       M   d 5  s        M   d 3  s        M   d                                               x x 2  d               
   d    ,        d    .    p      x x 2  d    H           d            d         p      x x 2  d    H           d            d                   x x 2  d               
   d    ,        d        p      x x 2  d    H           d            d     N               x x 2  d    H             d            d     R    p      x x 2  d    H           d            d     C               x x 2  d    H             d            d         p      x x 2  d    H           d            d     O               x x 2  d    H             d            d    2    p      x x 2  d    H           d            d                                                                                                                                                                                       . p                                                                                                                                                                p                                                                                                                                                                                                                                                                                                                                  p                                                                                                                                                               N h  0                                                                                                                                                           R p                                                                                                                                                               C h  0                                                                                                                                                            p                                                                                                                                                               O h  0                                                                                                                                                          2 p                                                                                                                                                                                                                     &   f"                                             (
    O"   B          a  " A   p"   B          a  i" <   p" 	  p"   B          a  #" D   p"  "   "     0"   B          a  " @   p" 3  pP"   B          a  " 9   pp" ?  p"   p_"   B         
 a  N" >   pC" .  pn"   B          a  " D   p"   p"   B          a  "" B   p" %  p3"   B          a  " ?   p" / "   %"                                Print and Broadcast Story OpportunitiesBreaking news 	Immediate events, activities, and stories that are newsworthy.Feature story	A story that reflects human nature, lifestyle, and current trends. Investigative 	An in-depth story that uncovers, chronicles and details a person,reports	     place or thing.Personality/profile	An in-depth story about a person or organization that reflects its culture, personality, successes, failures.Point/counterpoint 	Interviews where two sides of an issue are discussed or debated. CNNs Crossfire is an example of a point/counterpoint show.Side bar 	A shorter story that relates to a larger story and is usually positioned to the side of the larger story.Editorial 	A media outlets position on regional, state and national events, issues, trends.Guest Editorial	A submission reflecting an organizations position on local, state or national events and trends.Community 	A listing of community events, shows, and public meetings Calendar Listing        occurring in a region.                                        (          GMM   d P  s        M   d S  s        M   d S  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d v  s        M   d _  s        M   d w  s        M   d J  s        M   d /  s        M   d                                                           (              x x 2  d               
   d    ,        d     P    p      x x 2  d    H           d            d     S    p      x x 2  d    H           d            d     S    p      x x 2  d    H           d            d                    x x 2  d    H             d            d         p      x x 2  d    H           d            d         p      x x 2  d    H           d            d     v    p      x x 2  d    H           d            d     _    p      x x 2  d    H           d            d     w    p      x x 2  d    H           d            d     J    p      x x 2  d    H           d            d     /           x x 2  d    H             d            d     (                                                                                                                                                                   P p                                                                                                                                                               S p                                                                                                                                                               S p                                                                                                                                                                h  0                                                                                                                                                            p                                                                                                                                                                p                                                                                                                                                               v p                                                                                                                                                               _ p                                                                                                                                                               w p                                                                                                                                                               J p                                                                                                                                                               /                                                                                                                                                                               V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                       .             2              2              2              2              *                               
                                               z    PICT W %   H   Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J            g@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 h@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 ,  IMAC    ,   ,              EPSF     7.        V                          
      
         4                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                                            .             2              2              2              2              *                               
                   H   H           VoP                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                     $                       .             2              2              2              2              *                               
                                               z    PICT W %   H   Adobe Illustrator(TM) 7.0   wave thin.eps   10/5/98                         4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	       J            ,  IMAC    ,   ,              EPSF     7.               h                                             
  [  	                                                Media Tools                                                        (   h"&&                                                   "   B          a  Y" F   pq" B  p1" @  p" C  p" ?  p" A  pl" B  p" C  pq"   p"   B          a  " A   p>" A  p,"   B          a  " ?   p9" C  p" ;  p" B  pa" B  p" C  p" D  p," E  pr" @  p" F  p"   B          a  `" @   p" @  p" ?  p" D  p" C  p" >  p" @  pC" @  pw" 8  pl"                      "                                                News release	This is a brief information sheet that tells the news story and is written in a news format. A news release must contain news or it wont get printed. It should also be well-written and free from typographical errors or other blunders. You can prepare a news release in the same form and style as a reporter working for a newspaper and should therefore become familiar with journalism style including punctuation and spelling rules. An Associated Press Stylebook is highly recommended (available at your local bookstore). Media advisory 	This is a summary of an upcoming event that you want the media to cover or to announce to its audience. See example on page 48.News conference 	A news conference can be called to make a major announcement or, in crisis cases, to provide answers to many press inquiries at one time. We recommend not utilizing this public relations vehicle unless absolutely necessary. These types of events can be very difficult to control. Reporters tend to not show up at press conferences unless its for breaking news or a crisis. Press tours or other gatherings of journalists on a more casual, interactive basis are preferred. If you have to call a conference, you can do it by phone and media advisory. Have background materials ready for journalists on site and to deliver to those not able to attend.Media tour  	This combines the use of a spokesperson (third party or trained employee) who goes to the media outlet to provide an interview or appear as a guest on an appropriate program. The media tour starts with a story idea that is provided to the newspaper editor or broadcast assignment editor via a one-page letter, also known as a pitch letter, that captures immediate attention. This is followed by contact phone calls to schedule the appointments. The spokesperson should be trained to deliver the important messages in each and every interview opportunity.                                 GMM   d  s        M   d   s       M   d A  s        M   d   s        M   d  s        M   dI  s        M   d                                                   p      x x 2  d               
   d    ,        d        p      x x 2  d    H           d            d                                                                                                                                                                                                        p                                                                                                                                                                                                                            h"t	8    	'   I   i"1s1s                     
    X"t   B          a  "t =   p\"t  "   "t ?    p6"t  "   e"t B    p`"t > " pC"t C " p"t B " pH"t     a      "t @ " p" = " p" > " p`"  " p"   B          a  " @   p" :  p~"   p"   B  P      "       "     p s" 8    	o"     !  "   p  "     	
V"   B  P      "       "     p s" :    	"     !  "   p  " '    	Z"   B  P      "       "     p s" :    	"   B  P      "       "     p s" &    	"   B  P      "       "     p s" >    	I"     !  "   p  "     	"   B  P      "       "     p s" :    	"     !  "   p  " >    	s"   B          a  " C    p" A  p9" @  p" A  p" @  p2" A  pr" =  p" ;  p " D  p" F  p" D  pc" +  p"   B          a  " @   pC" E  p%" B  p" B   p" A  pb" >  p" @  p" F  p" >  p" <  p" 6  p#"                <      "                                Additional Tools to Explore Public Service 	A PSA is a written or taped message that provides importantAnnouncements 	information to the public and is absent of commercialism. A(PSA)	PSA to promote responsible pesticide handling would focus on very simple things that the public can do, and should clearly define why this action is needed. PSAs are typically delivered to the community relations or public affairs director of the media organization and are ready for direct reading, printing or playing. Getting a PSA aired or broadcast may take a number of phone calls and letters, but the end result will be worth the effort.Press Kits 	A press kit delivers many angles of a story. A comprehensive press kit for the source reduction outreach program could include the following:		Backgrounder on the problem of pesticide residues in 			surface and ground water		Summary of scientific resources or sources (e.g., books, 			universities, other organizations)		News release on POTW efforts to reduce pesticide residues		Biography of available spokesperson		Information fact sheet on the operating statistics of the 			POTW		Cover letter letting the reporter know how important the 			material is and asking for interview or other participation. Letter to the editor	Letters to the editor appear in the editorial section of a newspaper. They are generally written by citizens with a point of view on current issues. You may wish to write a letter to the editor when an issue of concern to your district was the subject of a news story. You may wish to highlight aspects of the story you feel were underplayed, correct factual items that were in error, or present a point of view you feel was misrepresented. Keep letters under 250 words and relevant to current stories or editorials that have been covered in a newspaper. There will be instructions in the paper telling you how to submit a letter. If an electronic address is provided, that is typically the preferred method since it makes production easier.Opinion editorial	Op-ed is short for opinion editorial, and refers to a page of special features usually placed opposite the editorial page of a newspaper. Different papers have different policies regarding op-eds. An op-ed is an opportunity to communicate the perspective of the POTW at greater length than a letter to the editor. Contact your newspaper and find out who handles op-ed pieces, and their length requirements. Submit your op-ed with a cover letter explaining the importance of this opinion being expressed.  Personal follow-up to the submission is appropriate. Dont expect to see anything for another four weeks for normal processing and editing unless it is a hot issue.                                 GMM   d M  s        M   d   s        M   d   s        M   d V  s        M   d e  s        M   d =  s        M   d )  s        M   d H  s        M   d }  s        M   d  s        M   d  s        M   d                                       x x 2  d               
   d    ,        d     M    p      x x 2  d    H           d            d     N    p       x x 2  d    H             d            d    ҝ    p       x x 2  d    H             d            d         p      x x 2  d    H           d            d         p   P   x x 2  d    H            d            d        p   P   x x 2  d    H            d            d    ܝ    p      x x 2  d    H           d            d                                                                                                                                                                        M p                                                                                                                                                               N p                                                                                                                                                               p                                                                                                                                                                p                                                                                                                                                                p  	                                                                                                                                                           p  	                                                                                                                                                           p                                                                                                                                                                                               )      j"XX                                             )
 [  "     P      "                                Guidelines for Writing Press Releases                        ,  X  4                                                                                                                                                        h  0                                                                                                                                                                                                                     =   l"..                                             
 [  "   B          "   	Y"   B        "  "     "  "     "   B        " # "   " #      " %"    oA"   B  <       # "   " #    0  " #    p  " #    @  " #      " #      " #      " "    "   B  <       " " "   B  <       " " "   B        " D " X  " *D " v" .B " "   B        "  "     " L    h" S "    [" N "   !B" Q "    "   B        "  "     " O    h" Z "   !" : "   g"   B          "     " P    hx" O "    " S "    " I "   "   B        "  "     " L    h X" N "   "  "   	"   B         O "   " U "   "" J "   "   B        "  "     " F    h" S "   !"  "   "   B         B " "   B                                                         )        RM   d                                   )           P   x x 2  d                  d            d                                                     ) h                                                                                                                                                                                                 i@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 j@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 k@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 l@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 m@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 n@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 o@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 p@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 q@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 r@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 s@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 t@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 u@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 v@@@                                               @   @                                                media relations                                                     d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                          Sample Press Release Use Agency LetterheadFOR IMMEDIATE RELEASE 		 Contact:     (Primary Contact Name)(Date of release)	 						     (Phone Number)    (Secondary Contact Name)(Phone Number)Anytown Water District Launches Campaign on Proper Pesticide Use and Pest Management	(Anytown, Calif.)  The Anytown Water District today launched a campaign to educate consumers about proper pesticide use and disposal, and integrated pest management. The campaigns theme, H2O Home to Ocean, focuses on informing the public about the wise use and disposal of pesticides from homes and gardens.	(Integrated pest management, or IPM, is an approach that uses biological, cultural, physical, and chemical tools in various combinations that minimize effects on the environment while maximizing control of pests.) 	Research has shown that improper use and disposal of pesticides  including household cleaning and gardening products  may contaminate local waterways. By educating consumers about proper use and disposal of pesticides, the district wants to reduce the amount of pesticide runoff that flows to the ocean. 	We must make people aware of the connection between pesticide use in homes and gardens and the impact on water quality, said John Smith, manager at the Anytown Water District.(NOTE: If your district has information such as the amount of water treated monthly or annually, or statistics on pesticide detections in your treatment plants, add some details here to give the press release stronger news value.) 	The H2O Home to Ocean campaign will run through the spring and summer growing season. For more information on how local residents can help, call _______ or write __________________.  ###                                            RM   d   s       M   d   s        M   d   s       M   d   s        M   d 
  s       M   d u  s        M   d Y  s       M   d   s        M   d   s       M   d   s       M d   s       M   d=  s        M   d   s       M   d   s      (M   d 
  s       M   d   s     M   d   s       M   d   s        M   d   s       M   d   s       M d   s       M   d   s        M   d                          P   x x 2  d                  d            d                   x x 2  d    H             d            d     =             x x 2  d    H             d            d     Z          <   x x 2  d    H             d            d     Y             x x 2  d    H             d            d    ?              x x 2  d    H             d            d    z              x x 2  d    H             d            d                  x x 2  d    H             d            d      L      RM   d                                              P   x x 2  d  2               d            d                                                      h                                                                                                                                                                                          z    PICT 9 %   H   Adobe Illustrator(TM) 7.0   h2o logo.eps  10/5/98        M  i         M  i    4Adobe Illustrator (R) Version 5.0 Level 2 Emulation   04/10/93  .Adobe Illustrator (R) Version 7.0 Full Prolog   3/7/1994  Writing System Operators  1/23/89  	                     ,  IMAC    ,   ,              EPSF     7.          h                                                                                                                                                               h  0                                                                                                                                                                                                                        u           u           
      u 
         4     v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u                U                                                                                                                                                                                                                                                                           v      u         H   H           M                 ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33      ̙  ̙  ̙  ̙ff  ̙33  ̙    ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33              ff  33          ̙  ff  33            ff  33      ff  ff  ff  ffff  ff33  ff    33  33  33  33ff  3333  33                  ff    33        ff  ff  ff  ffff  ff33  ff    ff  ff  ff̙  ffff  ff33  ff    ff  ff  ff  ffff  ff33  ff    ffff  ffff  ffff  ffffff  ffff33  ffff    ff33  ff33  ff33  ff33ff  ff3333  ff33    ff    ff    ff    ff  ff  ff  33  ff      33  33  33  33ff  3333  33    33  33  33̙  33ff  3333  33    33  33  33  33ff  3333  33    33ff  33ff  33ff  33ffff  33ff33  33ff    3333  3333  3333  3333ff  333333  3333    33    33    33    33  ff  33  33  33                    ff    33                  ̙    ff    33                      ff    33          ff    ff    ff    ffff    ff33    ff      33    33    33    33ff    3333    33                          ff      33                                ww      UU      DD      ""                                            ww      UU      DD      ""                                            ww      UU      DD      ""                  wwwwww  UUUUUU  DDDDDD  """"""                u      u $               U                                                                                                                                                                                                                                                                                                                                     2                -            1            3            M                            F                      A                     A                     E                       I                         J                         ;                <                5                                                
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                                                                	                                                                      ) "    ' "   , * "   B ' "    * "    &  "    ( "    ( "    & "    ) "   _ ( "    ( "    % "   f , "   6 ( "    ) "   2   "     "        B ,        6         J  6  	   B ,        6  m   B ,        6     B ,        6  c   B ,        6  &   B ,        6     B         * "   ) ( "    ( "   " (  "   , + "    )  "   x & "    & "    ' "    # "   Z (  "   R * "   [ & "   " # "   @ - "   i % "    $ "    
 "      B         # "   : # "   Z # "   1   "   k ' "   R ' "   ? # "   T $ "    '  "    " "   ] ) "   K * "   > ) "    * "   [ * "    $ "   p * "   & ' "     "   r   B               j"                                             W  "   !" Y "   "e"  "   "   B             F                                                      If professional public relations counsel will not be used to write public communications materials, use these guidelines in drafting and distributing basic press materials and notifications.                                                                s        M   d                                   Ý              x x 2  d    H             d            d                                                      h  0                                                                                                                                                                                      Selecting the appropriate spokesperson to represent your efforts to the media can be very challenging. For backup, its best to have two spokespersons trained and available for interviews. The choice of who will represent you in this outreach program should be based primarily on their knowledge of pesticide issues, their credibility in representing the district, and on their skill and comfort level in dealing with the media and the public. For example, two appropriate spokespersons might be the executive director and an environmental engineer. Many executive directors are either not naturally media-savvy or are too busy to fit interviews into a schedule. 	Weigh these factors carefully before making the choice:Credibility/knowledgeSchedule/availabilityWillingnessSpeaking qualitiesPhysical presenceMedia training is absolutely essential, given the potentially charged nature of the subject matter. The interviewer may dwell on the harmful aspects of pesticides if someone is not trained to make a smooth transition into an answer exploring responsible use and disposal of products. Media training is available from some public relations firms and many professional associations and government agencies. It is also important that your spokesperson is trained in the subject matter and is comfortable speaking about pesticides and IPM. Local nurseries, libraries, universities, master gardeners and DPR can provide you with information on pesticides and IPM. Another credible spokesperson is a subject matter expert who does not necessarily work for you. Someone outside the POTW district who possesses scientific credentials can make a compelling case in the call for greater awareness of responsible handling of pesticides. This can be someone from a university or a government agency. A recent study among consumers shows that the most credible sources of information come from those directly in the business of managing the subject area. After that comes university representatives and then government officials. Environmental groups had credibility in environmental issues, but significantly less than university representatives.                                s        M   d   x        M   dh  s        M   d                                                    x x 2  d    H             d            d              ,   x x 2  d    H             d            d    h              x x 2  d    H             d            d                     h  0                                                                                                                                                              0                                                                                                                                                          h h  0                                                                                                                                                                                     ,  IMAC    ,   ,              EPSF     7.        0   3   p++p       4   p+\+\                     "	    D 
    
   B          "     !    , # " ,M   B          "     #    ,M 	 " ,A   B          "     %    ,Y % " , # " ,7  " ,	T   B          "     $    , & " ,7  " ,L  " ,    B          "     "    ,  " ,  " ,   B          "     "    ,w # " , % " ,Z ( " ,m & " ,w  " ,%   B          "     "    ,t   " ,x # " , $ " , 
 " ,   B          "     &    ,c ' " , $ " ,W ! " , " " , $ " ,            % " , $ " , % " , & " , ! " ,   B          "     !    , & " , ) " ,  " ,  " ,     B         	    / 
    +   B          "     $     , & " ,  " ,4   B          "     %    ,,  " ,   B          "     '    ,3 % " ,   " ,K 	 " ,   B          "         ,	  " ,   B          "     "    , $ " ,  " ,'   B          "     #    , # " ,   B          "         ,  " ,  " ,	=   B          "         ,U           7F21E9E8642BFB6BHere are some tips for successful print media interviews:n	Know who youre talking to  the reporters track record and style.n	There is no such thing as off the record.n	It is common for a reporter to use a tape recorder. Dont let it unnerve you; it increases your chances of being quoted correctly.n	Be sure the reporter knows where to reach you or a designated alternate spokesperson for additional information. n	Never ask to read the reporters copy or request changes before publication.n	If a reporter writes a story that seriously misrepresents the facts, contact the publications editor and ask for a correction. Be prepared to explain in detail why a correction is needed.n	Dont complain about minor slips in an otherwise accurate story. Complaining about minor matters or perspective can antagonize the reporter.n	Reporters often make a telephone call to ask for a source or a quick note to balance a story. If you are called, remember that you are under no obligation to answer immediately. Ask for the reporters deadline and promise to get back with a response. Return the call only after you feel confident of your position and the facts. However, it is imperative to respect the reporters deadline.n	If you are asked a question that should be answered from a different perspective, refer the reporter to the appropriate source.Some additional pointers for general media interaction:n	Speak in headlines. Offer conclusion first, briefly and directly, and back it with facts.n	Dont over-answer. Short answers are better than long ones.n	Dont be fixated by the question. Find a way to get from the question to a point you want to make and then move on.n	Asked about a problem? Talk about a solution.n	Dont let false charges, facts or figures offered by a reporter stand uncorrected.n	Dont repeat a reporters negative statements. Reply with a positive.n	Speak clearly. Avoid jargon, bureaucratese or environmentalese.n	Be engaging, likable.                  :          GMM   d   s        M   d E  s        M   d   s        M   d -  s        M   d   s        M   d   s        M   d   s        M   d v  s        M   d   s        M   d R  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d  s        M   d   s        M   d   s        M   d :          GMM   d   s        M   d _  s        M   d   s        M   d =  s        M   d   s        M   d v  s        M   d   s        M   d 0  s        M   d   s        M   d W  s        M   d   s        M   d G  s        M   d   s        M   d G  s        M   d   s        M   d   s        M   d         :              x x 2  d               
   d    ,        d    5    ,      x x 2  d    H             d            d     :              x x 2  d               
   d    ,        d    F    ,      x x 2  d    H             d            d     :                                                                                                                                                                  5 ,  X  4                                                                                                                                                       :                                                                                                                                                                  F ,  X  4                                                                                                                                                                                                         a   |//       a   ..                     .      m``                                             #	 [  /  [  e     P      "                Tips for Writing Media Advisories and Alerts                   .        RM   d                                   .           P   x x 2  d                  d            d                                                     . h                                                                                                                                                                                             6   n"++                                             
 [  "   B        "  "     "  "     "   B  <      " # "   " #    0  " #    p  " #    @  " #      " #      " #"    "   B  <       " " !{"   B  <       " " :b"   B  <       " " "           " D " N  " D " N  " 5B " 53"   B ,        "   2" =    " C " " & " "   B ,        "   " ?    " D " " @ " ," G " " 8 " ]"   B ,        "   %" C     X" @ " u" , " O"   B ,        "   " 4    "   B ,        "   " -    7"   B ,       	 "   n" F    T"  " ^"   B ,        "   " F    J" C " k"   B ,           F      "                Sample Media Advisory/Alert(Date)						 Contact:   (Primary Contact Name)   (Phone Number)      (Secondary Contact Name)(Phone Number)Land Park Cleans Up the Neighborhood on October 29Who:	The residents of the Land Park neighborhood association, the Anytown Water District and the county hazardous waste department announce a neighborhood clean-up day.What:	The residents of Land Park will clean out their cupboards and clean up their streets during a one-day neighborhood clean-up day. In conjunction with the countys hazardous waste department, residents may dispose of pesticides and other hazardous materials left over from gardening and home improvement projects.Why: 	This event allows residents to rid their houses of unwanted pesticides and keep their streets and storm drains clean by properly disposing of pesticides and other toxins.When:	Saturday, October 29, 1998 from 11 a.m. to 2 p.m.Where:	Land Park Community Center, 1000 Main StreetVisuals:	Neighbors will take part in stenciling prevention messages on curbs near storm drains.Directions:	From I-5, take the First Street Exit and take a left on Main Street.  The community center is located on the right side of the street.                                                          RM   d   s        M   d   s       M   d   s        M   d 
  s       M   d Y  s        M   d 6  s       M   d   s        M   d   s       M   d   s        M   d   s       M   dC  s        M   d   s       M   d   s        M   d   s       M   d 5  s        M   d   s       M   d .  s        M   d   s       M   d Z  s        M   d   s       M   d   s        M   d                                                        P   x x 2  d                  d            d                   x x 2  d    H             d            d     o          <   x x 2  d    H             d            d     6             x x 2  d    H             d            d                  x x 2  d    H             d            d        p  ,   x x 2  d    H             d            d                                      h                                                                                                                                                                h  0                                                                                                                                                                                                                                                                                                                                                     o"XX                                              
 [  "     P      "                                Selecting the Best Spokesperson                                          RM   d                                               P   x x 2  d                  d            d                                                       h                                                                                                                                                                                              +  +                                                H|   B  d            |   B  <              |     h<|   B  <              |     h+|     p  |   B  <              |     h|   B  <              | 
    h6|   B  <              | 
    h[|   B  <              |     hh|   B  <              |     hn|   B  d            |   B  d            |   B  <              |     hH|   B  <              |     h	|   B  <              |     h|   B  d            9|   B  d            	|   B  d       )     |      !|   B  d            
|   B  d            ,|   B  d            |   B  d            |   B  d       
     |   B  d            	|   B  <              |     h	|   B  <              |     h|   B  <              |     h|   B  d            \|   B  d            X|   B  <              |     h;|   B  d              |     h|   B  <              |     h	|   B  <              | !    h|   B  <              |     h
D|   B  <              |     he|   B  d            C|   B  <              |     hq|   B  <              |     h~|   B  <                   h   B  <                   h     d               B  d               B  d            
%   B  d            D   B  <                   h
   B  <                   h   B  <                   hn     d               B  d            T   B  d            
~   B  <                   h`   B  <                   h   B  <                   h   B  <                   h     p     B  <                   hj   B  <               
    hZ   B  <                   h'   B  <                   h   B  <                   h   B  <                   h'   B  <                   h   B  <                   h     0     B  d            E   B  d            	'   B  d               B  <                   h   B  <                   h   B  <                   hr   B  <                   h     d               B  d            /   B  d            \   B  d               B  d            	*   B  d                 d                                      Audio visual, 81-83Advertising, 57	billboards, 60	co-operative, 63		direct mail, 60	print, 59	radio, 58	TV, 58	vendors, 64Audience, 19-23Blue Thumb Project	description, 8	Drinking Water Week, 76	Web site, 118Budget, 25-26Calendar of events, 75-77Central Contra Costa Sanitary District, 14, 69, 74, 109, 117Communication process, 18Copyright, 15Employees, 30-31Employee checklist, 32Goals, 17H20  Home to Ocean	camera-ready art, 105-106	using the theme, 10	Web site, 116Media advisory, 47-48Media 	definition, 35-39	opportunities, 40-41	pesticide coverage, 110	press release guidelines, 44-46	tips for dealing with, 50-52	tools, 42-43Partnerships, 70	benefits, 65	creating, 67	maintaining, 70	partner contacts, 65-67Persuasion, 27Pitch letter, 85, 88Point-of-sale programs, 86POTW survey	executive summary, 107-108	issues, 12	overview, 9Press release, 44-46Printing terms, 102Public education campaign	communication, 18	community leader support,  28	creation, 8	elements of, 16		evaluation, 8, 33-34	goals, 17	Hispanic market, 100	implementation, 8	key months, 29	messages, 21-22	persuasion, 27	pros, 6	Retailers, 74, 87-89Speakers bureau, 78, 80Special events	advantages, 71	calendar, 75	exhibits, 72	retailers, 74Spokesperson, 49Strategies, 24Telephone hotline, 98Volunteers, 79Web site, 93-97, 116-118Youth education, 90-92         n }       M   d   n }       M   d   n z       M   d   n z       M   d   n z       M   d   n z       M   d   n z       M   d   n z       M   d   n z       M   d   n z       M   d   n }       M   d   n }       M   d   n z       M   d   n z       M   d   n z       M   d   n }       M   d   n }       M   d >  n }       M   d   n }       M   d   n }       M   d   n }       M   d   n }       M   d 
  n }       M   d   n }      M   d   n }      M   d   n }      M   d   n }       M   d   n z       M   d   n z       M   d   n z       M   d   n }       M   d   n }       M   d   n z       M   d   n }       M   d   n z       M   d "  n z       M   d   n z       M   d   n z       M   d   n }       M   d   n z       M   d   n z       M   d   n z       M   d   n z       M   d   n }       M   d   n }       M   d   n }       M   d   n }       M   d   n z       M   d   n z       M   d   n z       M   d   n }       M   d   n }       M   d   n }       M   d   n z       M   d   n z       M   d   n z       M   d   n }       M   d   n }       M   d   n }       M   d ;  n z       M   d   n }       M   d   n }       M   d   n }       M   d   n }       M   d   n }       M   d   n }       M   d     $           d   x x 2  d    H             d            d     _           <   x x 2  d    H             d            d     #           d   x x 2  d    H             d            d     8           <   x x 2  d    H             d            d     ԝ           d   x x 2  d    H             d            d     ?           <   x x 2  d    H             d            d                d   x x 2  d    H             d            d                <   x x 2  d    H             d            d                d   x x 2  d    H             d            d     g           <   x x 2  d    H             d            d                d   x x 2  d    H             d            d                <   x x 2  d    H             d            d                <   x x 2  d    H             d            d     *           <   x x 2  d    H             d            d     K           d   x x 2  d    H             d            d     5           <   x x 2  d    H             d            d     C           d   x x 2  d    H             d            d                <   x x 2  d    H             d            d                <   x x 2  d    H             d            d                <   x x 2  d    H             d            d     <           d   x x 2  d    H             d            d     ;           <   x x 2  d    H             d            d     u           d   x x 2  d    H             d            d                     $ h  0                                                                                                                                                           _ h  0                                                                                                                                                           # h  0                                                                                                                                                           8 h  0                                                                                                                                                            h  0                                                                                                                                                           ? h  0                                                                                                                                                            h  0                                                                                                                                                            h  0                                                                                                                                                            h  0                                                                                                                                                           g h  0                                                                                                                                                            h  0                                                                                                                                                            h  0                                                                                                                                                            h  0                                                                                                                                                           * h  0                                                                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Materials                                                   RM   d                                          p!XX                                              
 [  !     P      !                                Tips for Dealing with the Media                                          RM   d                                               P   x x 2  d                  d            d                                                       h                                                                                                                                                                                             9   q++p       3   q),),    E   8   r't'V          r                                      "     &    ,< & " , % " , ' " ,O % " ,C  " ,V   B          "          ,x % " , 
 " ,w   B          "         ,9   B          "         ,	0  " ,     B         "	    \     i $
       B          "          ,  " ,   B          " h s        B          " h s        B          "     "    ,d 
 " ,   B          " h s !    t ! "  * "    B          "     !    , ! " ,   B          "         ,T  " ,	M   B          " h s &     " "   " :   B             <        " h s $    H # "  $ " ]  " 	M   B          " h s     Z # " t & " 0   B          " h s #     $ " ~  " 3   B          "          ,   B          " h s "      " B ' " 6  " ?   B          " h s "     
 "    B          " h s !     % "   " " C  " 	   B          "          ,K % " , % " ,z  " ,   B          " h s       " h  "    B          " h s      1 $ "   "    B          "     $    ,  " ,$   B          " h s $    c  " Z   B          "     %    h   B          " h s        B          " h s       $ "    "   " _   B          "     !    , # " ,   B          " h s #     # " '  "  ! "   "    B          "         ,   B          " h s (    y   B          " h s %      "    B          " h s #    Z ! "    B          "     "    ,   B          " h s #       B          " h s #    `  "    B                     "     %    ,  " ,	w   B          " h s        B          "          , & " , # " ,  " ,   B          " h s     
  " a   B          "     &    ,V ( " , ' " ,a 
 " ,=   B          "        B                                                   n	Dont know the answer? Dont fake it. If appropriate, assure the reporter you will find and provide the needed facts in a timely manner, or offer to assist the reporter in finding that other source.n	Dont overlap the interviewers question: begin when the reporter is finished.n	Keep cool. Dont be provoked.n	Never lie to a reporter.General communications guidelines whether giving a speech or discussing a program opportunity:n	Talk from the viewpoint of your audiences interest.	Know your audience.	Dont use jargon.n	Dont mistake a reporter for your audience.	A reporter is the conduit to get your message to the audience  the reporters readers or listeners. n	Speak in personal terms whenever possible to enhance credibility.n	If you do not want a statement quoted, do not make it.	There is no such thing as an off the record or  not for attribution statement. 	Off-the-cuff statements made in the studio, in the elevator, or on the way to lunch run the risk of making headlines the next day.	Statements made for backgrounding or briefing purposes are always subject to being quoted. 	If an inaccurate statement is made by a reporter or by you, correct it immediately. n	Do not argue or lose your cool.	Gracefully get around an argument by bridging back to your key messages. (See explanation later in this section.) 	Defensiveness generates a hostile feeling. 	Reporters and competitors can be deliberately argumentative to elicit a response. Remember that you are in a public environment.n	If a question contains negative language or words you dont like, do not repeat the reporters negative words.	You run the risk of having the reporters negative language attributed to you. 	Find a neutral agreement word and build a bridge to the point you want to make.n	A direct question deserves a direct answer.	Answer the question, then bridge to a message. n	If you dont know an answer, say so.	Dont speculate. 	Refer the person to someone who can answer the question or tell the person you will get back to him later  and do so. n	If you cannot answer a question, never say the words, no comment.	Always give a valid reason for not being able to answer. For example, a legal case is pending or the information requested is of a proprietary nature. n	Listen to the question.	Be sensitive to the reporters intent. 	If you miss the point of a question, you may appear to be evasive. 	If you are unsure of the question, rephrase it before answering. n	Always answer questions honestly.	Tell the truth, even if it hurts. 	Avoid any temptation to exaggerate the positive. n	Provide good, solid information, but dont be overwhelming.	Provide summaries. n	Give all audiences  the media, analysts, industry representatives, employees, regulatory officials  the same message.	Speaking with one voice enhances credibility. n	Expect the media to get things wrong, but quickly correct misinformation in writing, if a significant error was made.                                                            s        M   d   s        M   d   s        M   d P  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d a          GMM   d   s        M   d b  s        M   d   s        M   d   s        M   d   s        M   d C  s        M   d   s        M   d  s        M   d   s        M   dO  s        M   d   s        M   d  s        M   d   s        M   d _  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d   s        M   d |  s        M   d   s        M   d S  s        M   d   s        M   d   s        M   d   s        M   d   s        M   d                                          Z    ,      x x 2  d    H             d            d     a              x x 2  d               
   d    ,        d     9    ,      x x 2  d    H             d            d     *    L      x x 2  d    H             d            d     .    ,      x x 2  d    H             d            d     n    L      x x 2  d    H             d            d     }    ,      x x 2  d    H             d            d        L      x x 2  d    H             d            d     "    ,      x x 2  d    H             d            d    .    L      x x 2  d    H             d            d     s    ,      x x 2  d    H             d            d         L      x x 2  d    H             d            d     .    ,      x x 2  d    H             d            d     2    L      x x 2  d    H             d            d     '              x x 2  d    H             d            d         L      x x 2  d    H             d            d     F    ,      x x 2  d    H             d            d         L      x x 2  d    H             d            d         ,      x x 2  d    H             d            d         L      x x 2  d    H             d            d     $    ,      x x 2  d    H             d            d     Y    L      x x 2  d    H             d            d     >    ,      x x 2  d    H             d            d         L      x x 2  d    H             d            d     }    ,      x x 2  d    H             d            d     4    L      x x 2  d    H             d            d         ,      x x 2  d    H             d            d                   x x 2  d    H             d            d    Z ,  X  4                                                                                                                                                       a                                                                                                                                                                   9 ,  X  4                                                                                                                                                       *                                                                                                                                                                . ,  X  4                                                                                                                                                       n                                                                                                                                                                } ,  X  4                                                                                                                                                                                                                                                                                                                      " ,  X  4                                                                                                                                                      .                                                                                                                                                                s ,  X  4                                                                                                                                                                                                                                                                                                                       . ,  X  4                                                                                                                                                       2                                                                                                                                                                ' h  0                                                                                                                                                                                                                                                                                                                           F ,  X  4                                                                                                                                                                                                                                                                                                                        ,  X  4                                                                                                                                                                                                                                                                                                                       $ ,  X  4                                                                                                                                                       Y                                                                                                                                                                > ,  X  4                                                                                                                                                                                                                                                                                                                       } ,  X  4                                                                                                                                                       4                                                                                                                                                                 ,  X  4                                                                                                                                                        h  0                                                                                                                                                                                      P   x x 2  d                  d            d                                                      h                                                                                                                                                                                           -      s"``                                              [  "  [  "     P      "                Message Delivery  Basic Means and Methods                            RM   d        ZRM   d         RM   d                                       -           P   x x 2  d                  d            d                                                     - h                                                                                                                                                                                             +   s**       *   s++                     &  "   P + "   % & "    ' "   f '  "     "   (   B         ( "    * "   ) ) "   ? % "    & "   6   B          "     %    , ! " , ) " ,  " ,1             "     "    ,  " , % " , + " ,Y  " ,     B ,        6          " 6   $ 6   ! 6    6  	%  6       B         ' "    $ "    $ "    ' "   f )  "    ( "    ( "     "   "   B         )  "    ( "    ) "    % "    $ "      B         )  "    + "    ( "    # "   S  "      B         , "    " " ,  " ,   B         & "    ( " ,V $  " , & " ,o "  " , ' " ,   B         $ "   5 + " , " " ,W $ " ,  " ,   B           "   Q ! " ,'  " ,   B          "    ) " ,- & " ,   " ,   B         + "   E ) " ,r  " ,   B                                                   A vital component of any communications effort is setting objectives. Your objectives are the action(s) you want your audience to take. Without a clear idea of these goals, you cannot communicate effectively.Ask yourself what action youd like the people to take as a result of hearing you speak. For instance, you are speaking to a gardening publication that reaches pesticide users. Do you want them to:  	think that they have no control over their environment and that to be environmentally responsible takes a lot of time and effort? (No!)   	think that they just need to plan ahead and be aware of disposal options for home pesticide use to be good environmental citizens. (Better.)	The goal for any media encounter is to be in control and present positive information on how your customers can be part of an environmental solution. People tend to listen selectively  to tune out much of what they hear. On average, people retain less than 10 percent of the verbal information they receive. Therefore, to meet your communications objectives, develop concise messages for your target consumer via media interviews.Message points will assist you in focusing on the aspects of your story before every interview. Brief attention-getting and memorable messages punch through the clutter of competing messages.To add credibility and therefore believability, messages must be supported with various kinds of information. There are many ways to build support. Common techniques include:Facts. Statements that are unlikely to be disputed, or that can be verified quantitatively.Statistics. Statistics should be used sparingly and are most effective when they can be put into easy-to-understand terms. For example, saying one out of three paints a more memorable image than saying 33 percent.Third-party endorsement. Quoting an objective third party adds credibility to any statement. This could be a scientist, environmental expert or community activist.Analogy or comparison. Using an analogy or comparison makes your statements more memorable.Personal experience. Employing personal experience to illustrate your point enables your audience to relate to and comprehend your message.Story or anecdote. A short, interesting story that illustrates your point can be very effective.          s        M   d   x        M   d  s        M   d   s       M   d [  s        M   d   s       M   d   s        M   d   s       M   d   s        M   d   s       M   d E  s        M   d   s       M   d y  s        M   d   s       M   d R  s        M   d                                                                            x x 2  d    H             d            d    (    ,      x x 2  d    H             d            d              ,   x x 2  d    H             d            d                  x x 2  d    H             d            d    :    ,      x x 2  d    H             d            d                                                     h  0                                                                                                                                                          ( ,  X  4                                                                                                                                                          0                                                                                                                                                           h  0                                                                                                                                                          : ,  X  4                                                                                                                                                                      -             )  @                                                                                                                                                                                              @    `4            +  h&                                                                                                                                                                                              @     )@            +   *0                                                                                                                                                                                              @    $6            0  `                                                                                                                                                                                              B	    r x* x   B                                                                                                                                                                                    B                      B    r            1  	                                                                                                                                                                     B                      B    r           B                                                                                                                                                                                    B                      B    ܈              @                                                                                                                                                                                              <m    \d               +i                                                                                                                                                                                              ?    p                                                                                                                                                                                                             ?                                                   {@@@                                               @   @                                                advertising                                                         d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                                 |@@@                                               @   @                                                advertising                                                             	  	               @     	  	      $                @              À     	  	                     @            @ Ȁ     $ 8 $     V         ހ     	 D 	                            @            	 & 	      @               @             V      @  @       !     	  !	       "        "@       "       #        #     	  $ 	       $@       $       $       %@     $ 8 & $     V &@     @ :     $ 8 < $       <@     	  <	       <       =      	 ) =@	      @        G       H       I       K      	 V K@	     
 P       [       ]@       _       e      	  e@	      ) e       e       g@     	 = g	       k       k       l@       m      	  m@	       m       m       n        n       o@     	  o	       o       p        p@       p       q     	  q	       r        r@       r       s        s     	  t 	       t@       t       t       u@       v      	  v@	       v       v       w        w       x@     	  x	       x       y        y@       y       z     	  z	       {        {@       {       |        |     	  } 	       }@       }       }       ~@             	  @	                                    @     	  	                      @                   	  	               @                           	   	       @                     @             	  @	                                    @     	  	                      @                           @                           > @     $ 8 $             @     	 H  	            	  	       @       @                            ˀ                     $ 8  $       @     	 g π	             $         @              @            	  	      .         @                           	 7  	                    @       @       @     	  	                       @                   	  	     z        B        @            $ 8 *@$       *       *       +      	  +@	        +       +       ,        ,       -@     	  -	      9      % F        J       S@       e@       e                                                                       f     	  f	      - g        g@       g       h@                                                       i      	 V i@	     	8 n       x        z        {      
                    @     	  	                      @                   	  	                d      M   d                                                 x x 2  d                  d            d                                                      h                                                                                                                                                                                             #   {&&h       (   {**0    |   4   |2x2x    p   1   |1$1$    ^   *   },,    K   .   }),),       -   ~*N*       8   ~,,~    *   0   /.|    I   '   %%       8                                                                  " 6	c
n  " 6N
n  " 6
6
n  " 6
/
n  " 6
n ( "    ) "   & $ "    $ "   / ( "    ( "    % "    " "    & "    '  "    % "     "   
b   B         & "    & "   ) ) "   % - "    + "    % "   2 ) "   5 ' "   < , "   n ) "   E + "   1 ( "   ) % "    +  "   < * "    ! "      B         
    
O   B         ( "    $ "    ) "   Y ) "    * "     "   R   B         & "   h * "   i # "    & "   O $ "    
 "   ^  "        B         
      B         +  "    & "    %  "    ' "   K ' "   ? * "   { & "    ) "     "   	   B         - "    %  "   7 ) "   8 + "    *  "   _ ' "   & )  "   N ) "   V + "   9 + "   <     d       )  "   % + "    $ "    $ "   W  "   	   B         ' "   8 ' "   x & "       B                B         , "    ' "    & "    % "    ) "    ' "   c   B          "          , ( " ,b & " , $ " ,E  " ,   B          "     #     ,2   " ,   B          "     "    , ' " , # " , &  " ,? ' " , ) " ,E  " ,
w   B          "     &    ,c $  " ,D ' " ,v   " ,, % " ,3 ! " ,   " , $ " ,D '  " , " " ,(  " ,   B         & "    $ "    ' "   ? & "     "   > & "    # "    ( "    ( "    & "   6 % "   f ) "    % "   ` ) "   , & "      B         
       B         ( "   6 ' "   , # "     ) "    * "    % "    " "    ) "   /   B          "     "    , $ " ,0 $ " , # " ,T " " ,K 	 " ,   B          "     $    ,V $  " ,Z " " , " " ,  " ,D   B          "     #    , ! " ,X ! " , % " ,  " ,#   B          "         ,;  " ,   B         ( "   , ( "    ' "   ? , "    $ "    " "    &  "    $ "    + "    ) "    ) "   X ( "   i * "   ! & "   c )  "   o ( "     "      B             A   B         ' "   # ( "     "    %  "    ' "    % "    / "    * "    ( "   M + "    * "    ( "    ' "    ( "    % "    ' "   Y & "      B          "     #    , $ " ,  " ,	D   B          "     &    , & " ,C ) " , 
 " ,D   B                                                          "          ,x # " ,: ' " ,  " ,   B          "     "    , $ " ,  " ,   B          "     (    ,  " ,   B          "     '    ,  " ,6   B         % "    ) "   r ) "   ? " "   w ) "   B $ "   0 % "      "    ( "    & "   o ( "   v + "   f * "   - ' "   v 
 "   H   B         
       B         ( "   | ' "    * "    % "    $ "    % "    *  "   r &  "    ( "    # "    * "    * "   { ' "    ( "    % "   } & "    % "      "      B          "         ,
2   B          "         ,   B          "     !    ,5 ( " , % " , ! " ,4   B          "         ,   B         * "    ) "    ( "    $ "    $ "   ) % "   =  "      B             F       
     $   B         $ "   I ) "   V # "    & "     "   {   B          "        0H   B          "     "          h       0	   B          "        0@   B          "        0    B          "        0    B         * "      B          "   `     0       p       @Z   B         ) "     "        B         
       B         ' "   c &  "   F + "    ) "    ' "    ' "   E ! "   N   B          "     &    ,< $ " , % " , )  " ,' (  " ,_ $ " , $ " ,  " ,	y   B                     "     !    ,A ' " ,   " ,Q # " , % " ,3 " " , ' " , % " ,   B          "     &    , ' " , %  " ,f $ " ,- ! " ,  " ,N & " ,  " ,   B          "     #    , ' " , ! " , ( " ,\ ! " , # " ,: & " ,c $ " ,W  " ,	   B          "     %    ,z &  " , % " ,  " ,   B         * "    % "    $ "    ) "   X ' "   F % "    )  "    $ "    
 "   N   B 