This book provides in-depth guidance for students, scientists, managers, and professionals in achieving conservation goals through better communication. It introduces communication approaches--marketing and mass media, citizen participation, public information, environmental interpretation, and conservation education activities--and offers scores of real-world examples and straightforward advice that will help conservationists develop the skills they need to communicate effectively. Following an introductory chapter that provides an overview of the communication process, the book describes research techniques for gathering background information and targeting audiences, outlines the steps involved in developing a communications campaign, explains how to use mass media from giving interviews to writing news releases and holding press conferences, provides examples for developing interpretive media for conservation, explores long-term conservation education strategies, and presents program evaluation techniques to determine the level of success achieved or to identify steps for improvement. It presents a rich storehouse of examples, guidelines, and planning tools for all kinds of communication challenges. Strategies and materials that have been used by leading environmental organizations across the country provide both inspiration and support for others involved with similar projects. (ASK)