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AMERICAN FISHERIES SOCIETY STRATEGIC COMMUNICATIONS PLAN

A guide forward for building increased member engagement and long-term public awareness

MAY 20, 2023

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TABLE OF CONTENTS

Overview 2

Research Findings 2

Objectives and Goals 4

Messages 5

Staffing Recommendations 5

Action Plan – Strategies and Tactics 6

Implementation Schedule 19

Measurement 23

Appendix A – Message Matrix 24

Appendix B – Relevant Reporters 26

Appendix C – Excess Social Media Accounts 32

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OVERVIEWSince its founding in 1870, the American Fisheries Society (AFS) has served as the leading professional resource and networking organization for fisheries professionals. Its stature among the fisheries profession is second to none and it is consistently cited as a source for the most accurate scientific information on fisheries management. Despite these notable successes, there are key challenges that face AFS and its ability to maintain its stature as the premier source for science and professional development in the field. In particular, AFS needs to adopt a more strategic approach to how it uses its existing communication channels and how it targets and communicates with key audiences, including AFS members, potential members and outside groups, such as policymakers and others concerned about fisheries issues.

Potomac Communications Group (PCG) developed this strategic communications plan based on a comprehensive review of AFS as an organization, the way it communicates, the needs of its members and other groups, its mission and messages needed going forward, and how AFS compares to related organizations. As a result of our research and ongoing conversations with AFS’s management, we identified communications strategies and tactics that will help AFS achieve its goals. This is PCG’s first engagement with AFS.

The following communications plan is designed to assist AFS in meeting the following areas of need:

(1) Improve the consistency and quality of information being circulated to members, thus enhancing the value of AFS membership.

(2) Better define AFS’s messages to the organization’s membership, potential members and other targeted individuals and groups.

(3) Reinforce AFS’s status as the primary and most beneficial membership society for fisheries professionals.

(4) Increase AFS’s influence with external groups and individuals, such as policymakers and other important leaders and advocates.

RESEARCH FINDINGSResearch played a valuable role in informing this plan and included:

Conducting formal interviews with 29 AFS stakeholders, including members (both active and non-active) and nonmembers (both fisheries professionals and non-fisheries professionals).

Conducting interviews and discussions with six members of AFS’s staff and numerous members of its leadership.

Holding informal discussions with AFS members and meeting attendees at the Southern Division spring meeting in Savannah.

Reviewing AFS’s current communications, both traditional and electronic. Reviewing social and traditional media mentions for related organizations. Conducting a messaging exercise with AFS’s governing board.

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The information gleaned from this research was analyzed and compiled into a comprehensive AFS Final Findings Report, which details the research methods, analysis and preliminary recommendations for AFS’s strategic communications plan.

Here is a brief synopsis of what we found and what is outlined in greater detail in the AFS Final Findings Report:

AFS Stakeholder Interviews: To fully gauge AFS’s needs for this strategic communications plan, we interviewed 29 stakeholders on how they perceive AFS’s current use of communications, how they compare it to other organizations, which communications they receive and where they see a need for AFS to emphasize additional communications. The following insights were gained from these interviews and were particularly relevant in constructing this communications strategy:

o AFS’s members should be the primary audience when it comes to communications.o AFS’s current priority messages are unclear. o AFS enjoys a strong reputation for integrity and credibility and fills a unique niche. o AFS’s journals are the most utilized and helpful professional resource. o AFS should actively engage audiences through social media. o AFS should actively engage lawmakers and other external audiences. o AFS should continue to use and to enhance its biweekly e-newsletter. o AFS should bolster its continuing education offerings. o AFS should improve the add value between AFS and the chapters. o AFS should enhance and grow its relationships with student chapters. o Fisheries magazine is a source for the latest information on what is happening within AFS.

Traditional Media Audit: AFS receives some coverage within traditional media outlets, but it is often referencing research published in AFS’s journals, with little or no follow up from AFS or the authors of the cited research. Additionally, despite AFS being the leading membership or organization for fisheries professionals, reporters seek out AFS much less often for input than they do other more advocacy-based groups. Among other societies, though, AFS fairs better in regard to overall traditional media hits.

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Ecology Society of America (2)

Fisheries Conservation Foundation (2)

ASIH (3)

Entomological Society of America (14)

Future of Fish (20)

Society for Conservation Biology (27)

The Wildlife Society (38)

AFS (39)

Marine Conservation Institute (41)

Society of American Foresters (59)

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Media Mentions

Social Media Mapping: AFS’s social media outreach has been relatively sluggish in comparison to other similar organizations to date. While AFS is more active than a few other fisheries-related and similar professional organizations, it tends to fall behind most groups in using social media channels to promote its information and messages. Additionally, the wide spate of AFS-related Twitter and Facebook pages is both confusing and unbalanced, signaling a need for tighter control and rules regarding AFS-branded social media.

OBJECTIVES AND GOALSBased on the research and analysis we completed, we have determined the following objectives and goals should be the priority for AFS in regard to its communications outreach:

Create firm standards for the quality, consistency and type of information shared via AFS’s multiple communications tools, including both traditional and social media mediums.

Establish a consistent message platform based on a finalized message matrix that can be used as a guide to determine if content being shared falls in line with AFS’s mission.

Ensure a reliable and recognized system of sharing informational and technical communications as well as updates with affiliate leadership – from the student and local chapters to sections and divisions.

Improve the amount and quality of member benefits, including expansion of continuing education offerings and increased outreach to policymakers, reporters and other influential thought leaders.

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Prioritize target audiences and develop tools to most effectively reach them.

MESSAGESIn order to most effectively meet the goals and objectives of this strategic communications plan, it is important to utilize a set of consistent messages that are flexible enough to support multiple communications strategies and their supporting tactics. These three messages, and their underlying supporting facts, which are included in the message matrix in Appendix A of this document, were developed based on input from the research process, the messaging exercise conducted at the AFS governing board meeting in February, and additional conversations with and feedback from AFS leadership.

Key Messages: Expertise – AFS’s diverse membership represents the world’s leading experts in fisheries science,

management and conservation. Science – AFS provides the science-based information that members and policymakers need to

manage fisheries resources effectively and efficiently. Community – AFS supports the professional development of members and students through

leadership opportunities, shared knowledge, continuing education and networking events.

STAFFING RECOMMENDATIONSDue to the amount of increased and new work outlined in this plan, we recommend that AFS augment its current communications staff structure in two ways:

1. Hire a communications director who can serve as the primary driver and manager. This individual would supervise the existing positions of the digital content and engagement strategist and the managing editor and AFS content director, as well as the newly added writer position (see below). He or she should have significant communications experience (10+ years), including working in both traditional and social media mediums, and management experience (3+ years), as well as experience working in the non-profit sector, ideally for a professional society like AFS.

2. Contract with a professional science writer who can provide content for Fisheries magazine on an “as needed” basis . We understand that AFS recently added a staff member to its communications team, and this person may be able to fill this role as part of his or her duties. If not, we can suggest several established science writers for AFS’s consideration.

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ACTION PLAN: COMMUNICATIONS STRATEGIES & TACTICSThe following communications strategies and their accompanying tactics are designed to meet the goals and objectives of this plan by establishing clearer guidelines regarding – and expanding AFS’s current approach to – communications with members (as a primary audience) and external stakeholders such as reporters and policymakers (as secondary audiences). We anticipate that AFS will begin to implement the tactics contained in this plan in a staggered format following the August 2015 AFS governing board meeting in Portland, Oregon. Some tactics are described as ongoing, with no firm start or end dates. The plan include activities through August 2016.

ALIGNMENT OF MESSAGING AND FOCUS OF AFS PUBLICATIONS

Research showed that AFS’s various publications are its most visible member benefit. As such, the content found in them should be crafted toward their specific audiences and niches, based on both experience and need. This content should also always fall in line with at least one of AFS’s three primary messages. As the journals, Fisheries magazine and the e-newsletter lend themselves to specific sets of tactics, they have been divided into three separate sections within the action plan.

Increase the footprint of AFS’s journalsAs AFS’s most depended on and referenced publications, the journals are a vital tool for maintaining the organization’s membership, attracting new members, and sharing sound science with members, nonmember fisheries professionals, fisheries advocates and policymakers. The following tactics are designed to clarify the content and expand the reach of the journals, allowing AFS to better capitalize on the important role they play in informing both members and outside audiences of the best fisheries science available.

Activity Description TimeframeEvaluate and set new content guidelines

Review and revise the current guidelines for the various journals to establish strictly defined topic areas. This will aid in removing, as much as possible, instances of crossover or confusion concerning the best placement of articles.

September-November 2015

Increase promotion of journals and prominent articles

Promote all new journal publications through all of AFS’s various communications channels, including Fisheries magazine, the e-newsletter and social media.

o Post alerts for new journals on Facebook and Twitter.o Promote new journals in the member e-newsletter.o Include new journal publications in Fisheries magazine.

Ongoing

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Additionally, identify significant journal articles and promote them individually through the various communications channels, including Twitter, Facebook, the member e-newsletter and Fisheries magazine, with special emphasis on promoting them to relevant sections and chapters.

Increase awareness of journals through increased presence at conferences

Increase participation of AFS at events and conferences more targeted toward the specialties of the individual journals, especially the lesser-known journals, such as the North American Journal of Aquaculture and the Journal of Aquatic Animal Health. AFS can participate at conferences by speaking at workshops and sessions, providing sponsorships and exhibiting in tradeshows. Some potential conferences are the MTS/IEEE OCEANS 2015 conference, the 2016 International Association of Aquatic and Marine Science Libraries and Information Centers conference, the 2016 Ocean Sciences Meeting, and the Aquaculture 2015 conference.

Ongoing

Ensure functionality of the alert system Work with the journal vendor to ensure the journal notification system is working and offers easy subscription access for users.

September 2015

Target potential media with free access

Send alerts regarding new journal publications, offering free access to reporters and other media professionals that cover AFS’s interest areas.

November 2015

Leverage the appeal of Fisheries magazineFisheries magazine serves as the most prominent public face of the organization, both for members who receive it and for nonmembers seeking to learn more about the organization and the work of its members. As such, Fisheries would benefit by limiting the amount of peer-reviewed science content, leaving that to the journals, and instead focusing on content that is more feature and editorial in nature.

Activity Description TimeframeEstablish regular features and sections Improve the consistency of Fisheries by setting out regular sections that

will appear in all issues, with the possible exception of rare special editions. These should include existing regular pieces, like the president’s column and government affairs updates, while also including more member profiles and thematic features. The thematic features should include regular sections on marine fisheries, fresh

September-December 2015

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water, international, etc.Develop and employ a standing editorial calendar

Establish a firm editorial calendar that will highlight issue themes and deadlines, with special attention paid to the magazine’s regular features.

September 2015 (Development) and Ongoing

Emphasize broader topic features and articles

Decrease the use of narrow-focus science articles (unless there is something exceptionally compelling or related to a larger topic area), reserving those for the journals, and increase the use of articles and features that will interest broader audiences.

Ongoing

Expand coverage of international fisheries issues

Increase attention to issues impacting Canada, Mexico and other member locations, providing both a benefit to members in those countries and also broadening the knowledge base of AFS to outside audiences. This can be done by:

Actively seeking Canadian and Mexican authors. Working with the chapters in those two nations to identify

important issues in need of coverage.

Ongoing

Develop standards for the types of articles that will be considered for publication in the magazine

Establish criteria by which potential content can be judged on how it will appeal to both members and nonmembers, such as policy makers, reporters and unaffiliated fisheries professionals. Items that may only be of interest to members should be considered for the e-newsletter instead, such as staff profiles and general member profiles (though exceptions should be made for members involved in significant research and advocacy).

Ongoing

Focus on the member benefit aspects of AFS’s e-newsletterThough a new addition to AFS’s publications cadre, the biweekly AFS e-newsletter has already proven to be a popular medium for sharing information. Unlike Fisheries magazine, which is meant to appeal to both members and nonmembers, the AFS e-newsletter’s popularity stems from its ability to provide more frequent and member-focused updates.

Activity Description TimeframeCreate an editorial calendar Create an editorial calendar that highlights the e-newsletter’s sections

and deadlines.September-October 2015

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Set content guidelines Focus on news and updates directly from AFS members. The e-newsletter should include notable news, successes, advocacy, policy work and research from members and the various AFS affiliates. The content should also reflect the diversity of AFS’s members and areas of work.

September-October 2015

Establish a standard length Limit the length of the main body of the e-newsletter to a digestible size, preferably readable within five to 10 minutes. If there is more quality content than that to include, consider making it a weekly e-newsletter.

October 2015

Provide alerts and event updates Include notices of new journal publications and highlight high-profile journal articles.

Ongoing

COMMUNICATION BETWEEN AFS LEADERSHIP AND MEMBERS AND AFFILIATE LEADERSHIP Maintaining strong and frequent communication between AFS’s national leadership and both its individual members and leaders at the affiliate level is vital for ensuring member contentment and for increasing the reach, reputation and influence of the science AFS promotes and the opportunities it is able to offer fisheries professionals.

Improve training for new affiliate leadershipWith officers changing each year at the chapter, section and division levels, it is important the new leaders understand what is expected of them and the types of resources AFS has available to assist them.

Activity Description TimeframeAdd affiliate support tools Develop toolkits that can be sent to the various officers at each level,

providing them with guidance and other pertinent information. The toolkits can include factsheets and guidelines on meeting management, role responsibilities, AFS branding, membership drives, social media management, media training, affiliate communications and available resources.

January 2016-April 2016 and Ongoing

Host regular leadership trainings Create an annual leadership orientation, where new local leaders would be invited to come to a central location, or join in via meeting

March-June 2016 (Development) and Ongoing

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software to hear from other leaders and staff on what’s expected from them and the resources that are available. This could be scheduled for either the annual AFS conference or for the individual division meetings. Additional leadership trainings should also be developed for AFS’s conferences and meetings, as well as webinars on leadership.

Enhance affiliate leadership emails Modify the existing monthly affiliate leadership membership email to include a list of available resources and other relevant updates.

November-December 2015 (Development) and Ongoing

Enhance existing continuing education offeringsMany AFS members see continuing education as a primary reason for their membership in the organization, making it important for both member retention and for attracting new members.

Activity Description TimeframeSurvey membership Conduct a survey of AFS membership on the types of continuing

education courses they think would be most useful professionally and those they see as currently lacking.

January 2016

Evaluate existing content Evaluate the current selection of continuing education courses, both online and through conferences and meetings. The evaluation should focus on types, popularity and emerging trends. Once the evaluation is complete, the courses that are not being utilized can be scaled back, while more popular themes can be enhanced with a greater variety of courses. Members have already expressed an interest in seeing courses on more cutting-edge science and research, as well as ones on the use of social media and other technology tools.

February-April 2016

Streamline the AFS membership processThe process to become a member of AFS needs to be streamlined to ensure easy enrollment at all levels of the organization, which will increase member satisfaction and improve membership numbers.

Activity Description TimeframeEliminate affiliate-only membership AFS needs to institute new policies that eliminate or limit instances January-April 2016

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where individuals join affiliates, but not the larger society.Increase young professional membership period

Increase the length of the young professional membership fee to five years, allowing recent graduates more time to become established in their careers before membership fees increase.

January 2016

Expand discounts for student members Offer free or heavily discounted registration for student chapter members to attend AFS conferences and meetings, which will encourage awareness in the organization and future professional membership.

January 2016

PUBLIC AND POLICY OUTREACH In addition to being responsive to the needs of its members, AFS also has a role to play as a public voice for the use of good science in policy and decision making.

Develop relationships with prominent national and regional reporters Having a good relationship with pertinent reporters is vital for maintaining a public voice. By better engaging with media professionals, AFS will become a trusted source of scientific information and will be turned to regarding important policy and legislation questions that impact fisheries.

Activity Description TimeframeBuild and maintain relationships with reporters

Keep track of reporters who cover fisheries-related issues and reach out to them on a regular basis with new science and other information. See Appendix B for a list of suggested reporters.

Ongoing

Create a “Newsroom” page on the AFS website

This would be designed to give reporters and other media professionals a one-stop-shop for the latest news from AFS. It should include AFS’s most recent press releases, links to AFS publications, pertinent contacts, live feeds of the AFS social media outlets and a reporters guide.

January-March 2016

Develop a reporters guide Develop a reporters guide or toolkit that can be easily shared with reporters. It should include a background document on AFS, the professional demographics of AFS’s membership, key fisheries issues,

November-December 2015

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and key spokespeople on fisheries issuesReach out with social media Proactively reach out to pertinent members of the media on social

media by following them and messaging them with additional information on issues they are following.

Ongoing

Establish a speakers bureau Identify a diverse group of fisheries professionals (geographic, professional, etc.) throughout the organization that have the background and authority to speak publically on major fisheries issues. Enlist them to deliver both media responses as important issues are discussed and to serve as speakers to important groups at conferences and other events.

January-March 2016

Arrange a media day in D.C. Bring three to four AFS leaders and experts to D.C. to meet with reporters that write about fisheries related issues to provide background and information on important current topics.

May- 2016

Provide access to journals and other information

Reach out to members of the media with important journal articles and other scientific and policy news and insight. Offer free access to AFS’s journals to the media, or offer to provide specific articles to reporters for free upon request.

Ongoing

Increase presence and awareness among decision makers and policy advisorsMost AFS members believe that the organization should have an active role in legislative and policy issues as a member benefit. They believe this will help to ensure AFS’s efforts are being proactively shared with regulators and policymakers so they can make well-informed decisions.

Activity Description TimeframeEstablish an annual branding event An annual brand event will provide AFS with an opportunity to engage

with members, policymakers and the media on important substantive issues. The event should be built around a substantive product, perhaps a “State of American Fisheries” report or address given by the AFS president at the annual meeting. To identify the right event, AFS should establish a “Branding Event Task Force” to begin work soon after the annual meeting in Portland and to report its findings and recommendations no later than March 2016.

September 2015-March 2016 DevelopmentMarch 2016-August 2016 Implementation

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Hold meetings with Congressional staff Continue to have meetings with legislative staff covering fisheries and related natural resource issues, including additional meetings with House Natural Resources Committee staff, as well as the U.S. Senate Committee on Energy and Natural Resources staff.

Ongoing

Plan member Hill days Sponsor days for AFS members to come to Washington, D.C., and meet with their members of Congress to discuss legislation that can impact fisheries and fisheries management. The days can consist of a half-day training and then a half day spent meeting with legislators and policy makers.

February-March 2016 (Development) and Annually

Follow policy makers and legislators with social media

Use social media to follow legislators and policy advisors working on issues related to fisheries and fisheries management.

Ongoing

Develop member advocate toolkit Develop a toolkit that provides tips and training for advocating on behalf of fisheries and fisheries management issues. It should include factsheets and guidelines for talking to legislators, arranging meetings with elected officials, leaving public comments, and writing and submitting legislatively pertinent letters to the editor and op-eds.

January-March 2016 (Development), Ongoing (Implementation)

Offer advocate training workshops Develop trainings that can be used at conferences and events on reaching out to and influencing policy makers and legislators. These should include tips and guidance for talking to legislators, arranging meetings with officials, leaving public comments, and writing and submitting legislatively pertinent letters to the editor and op-eds. These trainings can additionally be developed into webinars.

March-June 2016 (Development), Ongoing (Implementation)

Provide courtesy access to journals and other information

Offer free access to AFS’s journals and other news for elected officials and policy staff.

Ongoing

Expand opinion outreach Identify opportunities to work with members to draft and submit op-eds and letters to the editor at the local and regional levels. The goal of these letters and op-eds is to influence policy and garner local support on fisheries and fisheries management issues with a target of having one published in each division during the year.

Ongoing

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SOCIAL MEDIA

Social media represents one of the quickest and least expensive ways to share information, both with members and outside audiences. While social media users skew toward a younger demographic than AFS’s average member, its usage is continuing to increase, especially the use of Facebook among older adults. This makes social media an essential tool for reaching new audiences and promoting information to important stakeholders like reporters and policy and decision makers.

Social media management and marketingAFS staff and members, including those within chapters, sections and divisions, should have a clear understanding of the guidelines for management of social media. Additionally, substantial confusion exists concerning AFS’s social media accounts, stemming largely from a lack of differentiation between the official Facebook page and the AFS Facebook group, an overabundance of Twitter accounts related to individual events, and a lack of coordination on messaging between the various social media platforms and AFS’s traditional communications.

Activity Description TimeframeDevelop written social media guidelines AFS should create a straightforward written policy for its use of social

media, including identifying responsibilities and appropriate posts for the individual mediums, responding to queries, approving new affiliate accounts using the AFS brand and other protocols.

September-December 2015

Establish staff control AFS staff should be the sole managers of the organization’s official social media accounts. While AFS can continue to encourage member involvement and inclusion, such as providing potential posts and subjects, only AFS staff should be posting and responding via AFS’s official social media accounts to provide more consistent and controlled content.

November 2015

Provide guidance for affiliate social media account management

Chapter, section and division social media accounts that reference the AFS brand should be operated under the direction and approval of the leadership of the individual affiliates. A set of basic guidelines should be developed that will provide the affiliates flexibility without damaging the AFS brand. Among these guidelines are proper use of the AFS logo, recommended topics, and a requirement to keep the account active and relevant.

Ongoing

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Differentiate Facebook page and group The AFS Facebook page should serve as its official public face on the platform and receive the bulk of staff’s focus in promoting the science and work of its members. The AFS Facebook group should be turned into a member benefit site.

Set the group to private, preventing nonmembers from seeing posts, and require approval to join.

Change the name to differentiate it from the Facebook page. Possibilities for the new groups name include the AFS Members Forum or Fisheries Professionals Forum.

Encourage member-driven content, even as AFS will continue management of the group and post items of interest to members.

November-December 2015

Cull unneeded accounts With the glut of current social media accounts connected to AFS, there is potential for confusion among those seeking more information on AFS. AFS should remove all social media accounts that are related to specific events, and halt the creation of more similar accounts and any other accounts that are either no longer pertinent or in use. A list of accounts recommended for deletion can be found in Appendix C.

October-December 2015

Establish standard structure for social media marketing of events

As opposed to creating new social media accounts for meetings and events, AFS and its affiliates will decrease confusion and increase interest by applying new guidelines for using social media surrounding its events.

Instead of creating new accounts for specific events, create hashtags for the events and push these out through the other mainline accounts. For example instead of the @AFS2015 Twitter handle on the 2015 annual conference in Portland, the posts published here should be pushed on the main Twitter account and other section and division accounts with the hashtag #AFS2015 or #AFS2015Portland.

Promote events through the events function of both Facebook and LinkedIn, which allows for targeted feeds and forums.

Ongoing

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Limit creation of new accounts Require approval for new social media accounts using the AFS brand. These should be reserved for sections or affiliates (not events) not already covered by other accounts.

Ongoing

Expand use of LinkedIn to reach more fisheries professionals

While Facebook and Twitter provide broader outreach, LinkedIn can also be used to reach out directly to fisheries professionals for training and events, and to cultivate new members in the field. In addition, because LinkedIn is a popular social media platform for professional networking, it is an ideal place to promote job openings.

Ongoing

Social media contentThe technical and logistical aspects of social media accounts are only part of creating a successful social media presence. AFS must also focus on engaging and consistent content.

Activity Description TimeframeDevelop consistent content The content shared on Facebook and Twitter should be consistent with

AFS’s key messaging and highlight journal articles, member news and other topics related to fisheries science and management.

Ongoing

Establish editorial calendar An editorial calendar will provide guidance on when to post on specific subjects, including reminders of upcoming conferences and events, and a regular inclusion of science, policy and “from the field” posts.

Commit to posting at least one to two posts on both Facebook and Twitter every day, on average, that provide helpful and engaging information.

Create an approval process for AFS’s social media posts that allows staff to prepare and approve most posts in advance, yet provides a means for sharing, retweeting and quickly approving posts for discussion and newsworthy topics that may come up on short notice.

September-October 2015

Post engaging content Ask questions and give direction in posts, such as “watch this video,” “learn more,” etc. Encourage people to like posts and to share their

Ongoing

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thoughts. Request feedback Create polls, use engaging and eye-catching images, and host Twitter

town halls to increase a social media account’s influence.Ongoing

Respond to queries and comments Always try to answer (civil) questions and comments on social media platforms in a timely manner to encourage continued engagement. As a general rule do not delete questions or comments others leave on AFS’s Facebook page, unless it is offensive or blatantly inconsiderate.

Ongoing

Expand use of images Fisheries science offers opportunities for expanded use of attractive and engaging images both on Facebook and through AFS’s Pinterest profile. Post images on Facebook daily and at least twice a week on Pinterest to build influence.

Ongoing

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IMPLEMENTATION SCHEDULETask 2015 2016Month September October November December January February March April May June Jul

yAugust

AFS JournalsEvaluate and set new content guidelines

Development & Implementation

Increase promotion of journals and prominent articles

Ongoing

Increase awareness of journals through increased presence at conferences

Ongoing

Ensure functionality of the alert system

Implementation

Target media targets with free access

Development Ongoing

Fisheries MagazineEstablish regular features, sections


Develop and employ a standing editorial calendar


Ongoing

Emphasize broader topic features, articles

Ongoing

Expand coverage of international fisheries issues

Ongoing

Develop standards for the types of articles that will be considered for publication in the

Ongoing

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Task 2015 2016Month September October November December January February March April May June Jul

yAugust

magazineMember E-NewsletterCreate an editorial calendar


Establish a standard length


Set content guidelines


Provide alerts and event updates

Ongoing

Affiliate Leadership TrainingAffiliate support Development & Implementation OngoingLeadership training


Ongoing

Enhanced affiliate leadership emails

Development & Implementation Ongoing

Continuing EducationSurvey membership


Evaluate existing content


Membership ProcessEliminate affiliate only membership


Increase young professional membership period


Expand discounts for student members


Reporter OutreachBuild relationships with reporters

Ongoing

Create a “Newsroom” page on the AFS website


Develop a Development & Implementation

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yAugust

reporters guideReach out with Social media

Ongoing

Establish a speakers bureau


Arrange a media day

Development & Implement


Ongoing

Legislative & Policy OutreachEstablish Brand Event

Development Implementation

Hold meetings with Congressional staff

Ongoing

Plan member Hill days


Follow policy makers and legislators with social media

Ongoing

Develop member advocate toolkit

Development & Implementation Ongoing

Offer advocate training workshops


Ongoing


Ongoing

Expand opinion outreach

Ongoing

Social Media ManagementDevelop written guidelines


Establish staff control


Provide guidance for affiliate social

Ongoing

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yAugust

media managementDifferentiate Facebook page and group


Cull unneeded accounts


Establish structure for social media event marketing

Ongoing

Limit creation of new accounts

Ongoing

Expand use of LinkedIn to reach more fisheries professionals

Ongoing

Social Media ContentDevelop consistent content

Ongoing

Establish editorial calendar


Post engaging content

Ongoing

Request feedback OngoingRespond to queries and comments

Ongoing

Expand use of images

Ongoing

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MEASUREMENTTo evaluate the success of communications and outreach activities, AFS will track and monitor the following:

Member Communications

Membership satisfaction as measured by AFS’s regular member surveys

Downloads of member toolkits

Placements of member op-eds and letters to the editor

Engagement on AFS member Facebook group

External Communications

Number of media stories

Number of incoming media calls and interview requests

Frequency of meetings with other policymakers and their staffs

Invitations to present at conferences and other events

Social Media

Number of followers and likes on Facebook, Twitter, LinkedIn and Pinterest

Engagement scores on Facebook and Twitter

Amount of comments and questions

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APPENDIX A – MESSAGE MATRIXMessage #1 – Expertise Message #2 – Science Message #3 – Community

AFS’s diverse membership represents the world’s leading experts in fisheries science, management and conservation.

AFS provides the science-based information that members and policymakers need to manage fisheries resources effectively and efficiently.

AFS supports the professional development of members and students through leadership opportunities, shared knowledge, continuing education and networking events.

Supporting Fact 1-1 Supporting Fact 2-1 Supporting Fact 3-1

AFS is the oldest and largest professional society for fisheries scientists in the world, and has more than 9,000 members in more than 60 countries.

AFS promotes the development, dissemination and use of sound science when it comes to fisheries management and conservation.

AFS members can build their skills through numerous continuing education opportunities offered both at face-to-face meetings and online.


AFS members have a range of backgrounds and expertise, and include aquaculturists, biologists, ecologists, economists, engineers, fisheries managers, geneticists and social scientists.

AFS advocates for sound policies regarding fisheries management and aquatic resources conservation (give examples).

Members receive discounted registration to AFS’s annual meeting and four divisional meetings, where they can network with peers, present papers and posters, attend education sessions and earn continuing education credit.

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AFS members represent government agencies, commercial operations, academic institutions, research firms, students groups, media outlets and other linked groups.

AFS publishes five of the world’s leading fisheries journals, as well as other publications and books available from no other source.

Members receive AFS’s five peer-reviewed journals and can publish articles.

AFS’s diverse membership represents the world’s leading experts in fisheries science, management and conservation.

AFS provides the science-based information that members and policymakers need to manage fisheries resources effectively and efficiently.

AFS supports the professional development of members and students through leadership opportunities, shared knowledge, continuing education and networking events.


Articles appearing in AFS’s publications are peer reviewed and edited, ensuring the highest quality and reliability.

AFS members are encouraged to take leadership positions in their chapters and divisions, where they can learn valuable skills that will help them further their careers.


AFS’s scientific publications are unique in North America for their specific focus on fisheries science and conservation.

AFS conducts active outreach to student members and provides mentor and scholarship opportunities.

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APPENDIX B – INITIAL LIST OF REPORTERSTrade Press

Outlet Name Contact Name Title Subjects E-mail Phone

AMC Outdoors Tyson, Peter Editor In Chief

Conservation; Environment; Outdoors/Nature [email protected]

(617) 523-0655 x6607

American Biology Teacher, The Penrose, Mark Managing Editor

Education; Environment; Higher Education [email protected] 1(703) 264-9696

Applied Ocean Research Kashiwagi, M. Editor

Marine Engineering; Oceanography; Science [email protected]

Atmosphere-Ocean

Asselin, Richard

Director of Publications

Climate Change; Marine Engineering; Meteorology; Science [email protected] 1(613) 991-0151

Biolaw: Law and the Life Sciences

Torrance, Andrew Blogger

Biology/Microbiology; Blogs/Blogging; Environment; Law [email protected]

blogfish Powell, Mark Blogger

Blogs/Blogging; Environment; Oceanography [email protected]

BNA's Environment Reporter Williams, Mark

Co-Managing Editor Environment; Law [email protected]

Canadian Journal of Fisheries & Aquatic Sciences

Vinebrooke, Rolf Co-Editor Aquaculture [email protected] (613) 656-9846

Circle of BlueSchneider, Keith Senior Editor

Energy; Environment; Water Power; Water Resources and Treatment [email protected] 1(231) 920-0745

Co.Exist Leber, Jessica Assistant EditorConservation; Environment [email protected] (212) 389-5300

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Commercial Fisheries News Jones, Susan Editor

Aquaculture; Commercial Seafood/Fishing Industry [email protected]

Conservation Biology

Burgman, Mark Editor in Chief Ecology; Environment [email protected] (202) 234-4133

Conservation Magazine Kohm, Kathryn Editor

Conservation; Green Technology [email protected] (206) 685-4724

Conservationist Marshall, Bob Blogger

Blogs/Blogging; Conservation; Environment; Land Development and Usage [email protected] 1(504) 232-5013

CurrentsLoutinsky, Mary Beth Editor in Chief

Marine Engineering; Oceanography [email protected] (202) 717-8705

Discover Ferber, Dan Senior Editor

Agriculture; Biology/Microbiology; Biotechnology; Environment [email protected] 1(317) 347-9480

Discovery News Niiler, Eric CorrespondentEnvironment; Science; Technology [email protected]

Ducks Unlimited Koehler, Gary Senior Editor

Conservation; Environment; New Products [email protected] 1(901) 758-3774

EcoLocalizerAnderson, David Founder/Publisher Environment [email protected] (510) 529-6966

Eco News Network

Bologna, Monica Managing Editor

Ecology; Environment; Green Living; Sustainability [email protected]

EcoConsumer Blog Watson, Tom Blogger

Blogs/Blogging; Environment; Green Living [email protected] 1(206) 296-4481

Ecosystem Marketplace Zwick, Steve Managing Editor

Conservation; Ecology; Environment [email protected]

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EcoWatch Deike, John EditorEnvironment; Sustainability [email protected] (216) 387-1609

Environment & Energy Daily Taylor, Phil Reporter

Conservation; Environment [email protected] (202) 903-1518

Environmental Business Journal

Stubbs, George Senior Editor

Green Technology; Pollution [email protected] 1(781) 665-0590

Environmental Law Reporter, The

Jean-Baptiste, Rachel Managing Editor

Environment; Green Technology; Law [email protected] 1(202) 558-3101

Environmental Leader

Lyons Hardcastle, Jessica Editor

Environment; Sustainability [email protected] 1(970) 235-1096

Environmental Monitor Gillies, Jeff Editor Environment [email protected]

Environmental Policy Alert

Bernstein, Jeremy

Publisher & Editor

Environment; Green Technology; Pollution; Public Affairs/Issues [email protected] (703) 416-8536

Fisheries Rassam, Gus Senior Editor

Commercial Seafood/Fishing Industry; Environment; Fishing; Green Technology [email protected] (301) 897-8616

Journal of Environmental Economics and Management Mason, Chuck Editor Environment [email protected]

Journal of Environmental Systems

Reaven, Sheldon Editor

Energy; Environment; Green Technology; Hazardous Materials and Waste Treatment [email protected] 1(631) 632-8765

Journal of Wildlife Management, The Block, Bill Editor in Chief Environment [email protected]

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Marine Biotechnology

Burgess, J. Grant

Co-Editor in Chief Biotechnology [email protected] 1(131) 451-3463

Marine Environmental Research Sokolova, Inna

Co-Editor in Chief Oceanography; Science [email protected]

Mother Nature Network Williams, Clint

Contributing Editor Environment [email protected]

National Fisherman

Crowley, Michael

Boats and Gear Editor

Aquaculture; Boating/Sailing/Rowing Sports [email protected] 1(207) 842-5606

National Geographic Magazine Kunzig, Robert

Senior Editor, Environment Environment [email protected] 1(202) 828-6668

National Geographic News

Dell'Amore, Christine Editor

Animal Rights and Protection; Natural History; Nature Reserves and Parks; Outdoors/Nature; Wildlife [email protected] (202) 857-7000

National Wildlife

Schardt, Hannah Senior Editor Conservation; Wildlife [email protected] (703) 438-6285

Natural Resources Journal Benson, Reed Editor in Chief Environment [email protected] 1(505) 277-4910Ocean & Coastal Management

Cicin-Sain, Biliana Editor in Chief

Environment; Geology; Science; Water Power [email protected] 1(302) 831-8086

Ocean News & Technology Magazine White, Dan

Publisher & Managing Editor

Boating Industry; Computers; Engineering; Environment; Green Technology; Marine Engineering; Oceanography; Technology [email protected] (772) 221-7720

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OnEarth Magazine Palmer, Brian Lead Writer

Conservation; Environment; Government Regulatory Agencies; Green Living; Land Development and Usage [email protected] (212) 727-4412

Pacific Fisheries Review Philips, Peter Publisher

Boating/Sailing/Rowing Sports; Fishing [email protected]

Science Magazine Smith, H. Jesse Senior Editor Science [email protected] 1(202) 326-6556Scientific American Fischetti, Mark Staff Editor

Energy; Environment; Science [email protected] 1(212) 451-8849

Scientific American - Online Bondar, Carin Blogger

Biology/Microbiology; Conservation; Popular Science [email protected] (212) 451-8200

Trout Deeter, Kirk Editor

Animal Rights and Protection; Aquaculture; Conservation [email protected] (703) 522-0200

Waters Collette, Ann Editor Environment [email protected]

Wildlife TrendsWhitaker, Andy Editor

Environment; Green Technology [email protected] (800) 441-6826

Mainstream Media

Outlet Contact Name Title Email PhonePrint Associated Press Maria Sudekum Fisher Reporter [email protected] (816) 421-

4844Bloomberg News Jim Efstathiou Energy & Environment

[email protected] (212) 617-

1647Chicago Tribune Michael Hawthorne Environment Reporter [email protected] (312) 222-

3315

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mailto:[email protected]



Los Angeles Times Bettina Boxall Environment & Conservation Staff Writer

[email protected] (213) 237-7069

New York Times Rachel Nuwer Science Journalist [email protected] (212) 556-1234

USA Today Brian Winter Environmental Affairs Reporter


Wall Street Journal Tennille Tracy Reporter [email protected] (202) 862-6619

Washington Post, The Darryl Fears Environment Staff Writer


Broadcast ABC News Network Thomas Giusto Producer [email protected] (202) 222-

7174CBS News Network M. Sanjayan Science and

Environmental Contributor


CNN Newsource Kim Berryman Producer [email protected] (404) 827-2659

Fox News Channel Andrew White Producer [email protected] (212) 301-3258

NBC News Network Anne Thompson Chief Environmental Affairs Correspondent


NBC News Network Paul Manson Producer [email protected] (212) 664-4547

Public Broadcasting Service (PBS)

Rebecca Jacobson Science Reporter and Producer


Reuters Television Ben Gruber Science and Environmental Reporter


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APPENDIX C – EXCESS SOCIAL MEDIA ACCOUNTS

Facebook

AFS Society 2014 - Quebec City

https://www.facebook.com/afs2014?fref=pb&hc_location=profile_browser

AFS 2012 https://www.facebook.com/pages/American-Fisheries-Society-2012/234282956608393?fref=pb&hc_location=profile_browser

Twitter

AFS 2014 Annual Meeting AFSQuebec2014AFS 2015 Annual Meeting AFS2015AFS Southern Division Savannah Meeting SDAFS15AFS 2011 Annual Meeting AFS_2011

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