CPB Self-Study Module
STEP 4. Collect audience information relevant to the environmental practice and specific behaviors

 

E. What support do natural resource professionals need and what options are available?

 

To implement social assessment tools?

Figure C: How to decide whether or not assistance from experts is required

Figure D: Considerations in choosing an outside expert

Natural resource professionals are not a homogenous group. They exhibit a great deal of diversity in terms of their backgrounds, skills, and experiences. As a result, some individuals may be quite competent in effectively using certain tools without the assistance of an “outside” expert. Others may require the assistance of an “outside” expert. It is important to know when to work with an expert as opposed to doing assessments on your own. For instance, some individuals may require the help of an experienced moderator in designing, implementing, and evaluating focus groups. Others may seek the help of individuals with prior experience in developing, administering, and interpreting surveys.

Prior to seeking outside help, however, it is important to determine the kinds of assistance, if any, that you require in the first place. See Figure C for a decision-making process that an outreach professional can use to decide whether to use particular assessment tools on their own or seek assistance from experts in their application and evaluation. See Figure D for further information about how to choose an expert, in the case that you decide one is required.

The decision to implement certain tools on one’s own or seek assistance from “outside” experts also requires a evaluating of each of the following considerations:

• How much time is available to conduct the assessment?
• What financial resources are available to conduct the assessment (hiring “outside” experts can be expensive)?
• What kinds of skills does the natural resource professional already possess that might help him/her in conducting the assessment?
• What kinds of local assistance are available to help in conducting the assessment? (Are members of the community of interest willing to volunteer their time and/or expertise?)
• What kinds of partners or co-sponsors might be actively involved? (Are any local or regional organizations, government agencies, private sector groups, or other special interest groups interested in providing assistance?)
• Regardless of whether or not the assistance of outside experts is needed, it is important that the assistance of members of the community of interest be proactively sought and incorporated into the research process.

Support from members of the community can take either of the following forms:

• Identifying and working closely with key-informants can provide the researcher with a valuable and locally relevant source of background information on a community as well as assist in creating community participation and buy-in, especially in the case where the key-informant is a prominent figure in the community
• Proactively seeking community volunteers to help in both designing the overall research process and outreach goals as well as actually gathering, interpreting, and presenting data can significantly lessen the load of the researcher while building community support for the overall goals of the project – as members of the community have played an active role in determining those goals in the first place.

 

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Figure C: How to decide whether or not assistance from experts is required

What expertise will you need to implement social assessment processes that help you engage community members?

1. What kinds of skills and expertise do you currently possess?
2. What kinds of tools have you decided to use in conducting your assessment? (Refer to Section IV: How can a natural resource professional select a social assessment tool? for help in answering this question)
3. What kinds of skills are required for effectively using the particular tools identified above? (Refer to Table 4: Skills recommended for effective use of social assessment tools for help in answering this question.)
4. Compare your list of personal skills and expertise with those recommended for each particular tool. Are there any similarities/differences between the two?
   1. If there are a significant number of similarities between the two then you may not require additional expertise. However, before making this conclusion answer question 5.
   2. If there are a significant number of differences then there are two options: either acquire the recommended skills on your own through further professional development, or seek assistance from individuals/organizations with expertise in applying and evaluating the particular tool(s) you are planning to use.
5. How are the results of your assessments using particular tools going to be used? To learn more about a particular community’s characteristics? To inform policy-oriented decisions? To engage with the community of interest?
   1. For community assessments geared towards generating formal policy-oriented decisions that in turn will affect the lives of members of a community the assistance of an expert is recommended in applying and evaluating the results of social assessment tools.
   2. For assessments geared towards learning more about a particular community and/or engaging its members in the outreach process it is recommended that outreach professionals refer to questions 1-4 above in deciding whether or not to seek help from outside experts.

 

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Figure D: Considerations in choosing an outside expert

What expertise will your expert need to implement social assessment processes that help you to engage community members?

Demonstrated Technical Expertise:

• Does the expert have experience and skills in the areas that you require assistance?
• Can they demonstrate their previous experience?
• Project descriptions or examples (portfolio).
• Staff expertise – Resumes (look for years of relevant experience).
• Testimonials (letters of recommendation, awards, name recognition).

Cost:

• Is the expert’s rates reasonable compared to similar vendors?
• Can you afford them?

Time:

• How much time will the expert require to assist and/or complete the required task?

 

Sources

Figures C & D are adapted from: Community Culture and the Environment. A Guide to Understanding a Sense of Place,  2002, U.S. EPA (EPA 842-B-01-003), Office of Water, Washington, D.C. pp. 33.