International Environmental Communication Association Strategic

Planning Document
October 10, 2010

Background
The purpose of this document is to establish the need for an International
Environmental Communication Association, suggest the goals and structure for
such an association, and identify the steps necessary to form such an association.
Its intent is not to be prescriptive, but proactive: to start the strategic planning
process by provoking discussion about the overall direction of an international
association for practitioners and scholars of environmental communication.

This document is the product of the Environmental Communication Association

Task Force (ECATF), a volunteer group formed in October 2009 (See Appendix A:
Call for Participation) that includes representatives from the Environmental
Communication Network (ECN), Environmental Communication: A Journal of Nature
and Culture, The Conference on Communication and Environment (COCE), the
Science and Environment Communication Section of the European Communication
Research and Education Association (ECREA), and the Environment, Science and
Risk Communication Working Group of the International Association for Media and
Communication Research (IAMCR). This document was developed by a smaller
working group within the Task Force. It drew upon the research of other working
groups within ECATF that conducted a needs assessment of ECN members and
provided data on other associations’ organizational and membership models (See
Appendix B: Task Force Membership).

Table of Contents
1. Rationale
2. Aspirations
3. Mission Statement
4. Membership
5. Functions and Benefits
6. Suggested Governance Structure
7. Strategic Planning Process

1. Rationale for forming a new international environmental

communication association:
Environmental communication (EC) is a rapidly growing area of scholarship and
practice. At present, core academic activities of the emerging environmental
communication field include:
● the Environmental Communication Network (ECN), an informational web site
and LISTSERV (with over 700 subscribers) created and managed for over a
decade by Professor Mark Meisner from State University of New York
(http://www.esf.edu/ecn/)

● the Conference on Communication and the Environment (COCE), held

biennially at various locations in the United States since 1991 (next COCE is in
El Paso TX in June, 2011--see call for papers at
http://www.esf.edu/ecn/coce2011cfp.htm).

● peer-reviewed academic journals, including Applied Environmental Education

and Communication (http://www.tandf.co.uk/journals/titles/1533015x.asp),
edited by Brian Day and published since 2001, and Environmental
Communication: A Journal of Nature and Culture
(http://www.informaworld.com/renc), edited by Stephen Depoe and published
since 2007. Both journals published by Taylor-Francis Routledge. Public
Understanding of Science (http://pus.sagepub.com/), edited by Martin Baur and
published since 1992; and Science Communication (http://scx.sagepub.com/),
edited by Susanna Horniq Priest, and published since 1979 are both published
by Sage. Other related journals include Green Theory and Praxis: The Journal of
Ecopedagogy, (http://greentheoryandpraxis.org), edited by Richard Kahn and
published since 2005; The International Journal of Sustainability Communication
and The Journal of Environmental Education.

● a variety of divisions/working groups/etc. within existing communication

associations that host panels and meetings at conferences. These groups
include the National Communication Association (NCA) Environmental
Communication division; the Association for Education in Journalism and Mass
Communication (AEJMC) including the Communicating Science, Health,
Environment, and Risk Working Group (ComSHER); the Western States
Communication Association (WSCA) Environmental Communication division; the
International Association for Media and Communication (IAMCR) Environment,
Science and Risk Communication Working Group; the European Environmental
Communication Research and Education Association (ECREA) Science and
Environment Communication section; and the Climate Change Network within
the Media, Communication, and Cultural Studies Association (MECCSA) in the
U.K.

● other national and international associations, such as the Association for the
Study of Literature and the Environment (www.asle.org) and Ecolinguistics in
Australia, that include environmental communication as an area of study
 ● a number of university graduate programs and research centers or labs in the
United States and abroad that maintain a focus on environmental
communication research (see representative list at
www.esf.edu/ecn/programs.htm)

This broad array of activities has produced some excellent scholarship and
teaching, but has had limited impact in academic and policy communities in the U.
S. and other countries over the past several years. Perhaps because of the relative
newness of the field, or its loose and fragmentary organizational approach,
environmental communication has often lacked visibility within the broader
discipline of communication, as well as other academic and non-academic
communities. This lack of visibility has created issues ranging from a dearth of
funding for environmental communication research to impediments to the growth
and cohesion of the field more generally, especially given the increasingly global
context of environmental issues.

Additionally, because many of these core activities have relied on individuals to

sustain them, processes for leadership transition, milestones for growth of the field,
and guidelines for participation have not been adequately developed. The absence
of a central organizing function has meant that no process has been established for
electing leaders or making decisions that could enhance the growth and promote
the visibility of environmental communication, such as internationalizing the field,
interfacing with other associations, networking with collaborators, supporting
students/junior faculty, and promoting research.

Practitioners of environmental communication face similar organizational issues

due to lack of a professional association. An IECA would provide a professional
home for both researchers and practitioners of environmental communication, who
would benefit from networking and collaboration opportunities provided by such an
organization. A professional organization will create a network of experts in both
the theory and practice of environmental communication. As noted in a needs
assessment of ECN subscribers, “creating an IECA would give almost all
professionals in environmental communication, researchers and practitioners alike,
an advantage in progressing their research, reaching a larger audience and
assisting with the collaboration and sharing of information for all.”1

These challenges and opportunities can be addressed by the creation of a new

international professional association that will provide a transparent and
sustainable platform for the increasingly numerous, varied, and globally essential
1
Needs assessment of members of ECN, conducted by Todd Norton and Washington State University students, May 2010.
environmental communication activities. We believe that a new professional
association would provide:

● stability for EC at institutional level that provides increased infrastructure and

form for the field; and support for core activities (e.g. ECN web site, conference,
journal)
● clear governance, transparency, and decision-making structures;
● recruitment of new people, networking opportunities for members;
● a public face for EC that translates into social and political visibility and
creates an identifiable organization for EC that encompasses related existing
organizations;
● linkages outside of the communication discipline, and with science
communication, risk communication, rhetoric of science, sustainability science
and communication, natural resource management, etc. This is important given
possible opportunities for funding;
● an umbrella function for linking EC to policy organizations such as the US
National Center for Science Education and the European Environmental
Communication Networks, among others ;
● online support for clearinghouse (research) and collaborations between
academics and practitioners;
● support for education efforts at the undergraduate, graduate, and continuing
education levels, support for expanding educational opportunities, such as
support for new Ph.D. programs.
● support for outreach
● support for professional development opportunities for practitioners

2. Aspirations for an international environmental communication association

include:

● Defining: Increasing our ability to articulate core values and to support

organizational coherency;
● Including: Increasing our ability to include both practitioners and scholars
and involving all energetic people who can help us to build on the current
momentum and create a critical mass;
● Internationalizing: Increasing the international focus of environmental
communication (including research, conferences, publications/editorial boards,
outreach, representation);
● Integrating: Increasing our ability to provide that which pertains to
environmental communication (research, conferences, journals, courses,
mailing lists, etc.) from one “location” such that anyone interested in
environmental communication will know where to find what they need;
 ● Networking: Increasing our involvement with other organizations (joint-
conferences, pre-conferences, cyber meetings, etc.);
● Digitizing: Increasing our use of digital communication technology (e.g.
conference participation with option for in-person and virtual attendance,
research/information dissemination via YouTube, etc.) and exploring how these
activities decrease our carbon footprint;
● Planning: Increasing our planning timelines to allow for greater
predictability and participation;
● Synergizing: Increasing our ability to interact and plan with members of
existing institutions such that we can cultivate new, innovative linkages;
● Expanding: Increasing our ability to grow by drawing on the strengths of
existing materials from other organizational development experiences as well
as the visions of those who become involved

3. Mission Statement
The International Environmental Communication Association (IECA – working name)
is an international professional forum for promoting and integrating environmental
communication practice, research, and teaching consistent with the goals of social
and ecological sustainability in diverse contexts. As such, the IECA supports and
promotes:
● Research and scholarship in EC;
● Pedagogy, teaching and curriculum development in undergraduate and
graduate EC;
● Good practices in applied EC;
● Outreach to those interested in EC including community members and non-
governmental organizations policy makers, business members;
● Connections and collaborations across state, disciplinary and organizational
“borders”

4. Membership

4.1 Open approach: Membership within IECA will be open to those who are
involved in the research, education, and practice of environmental communication
and who are willing to support the association’s mission and activities IECA seeks a
broad and diverse membership base so as to promote the fruitful exchange of
ideas across professional and disciplinary fields, and to provide the greatest benefit
to the largest audience in interested parties.

A needs assessment of ECN conducted by ECATF in March-April 2010, found that

76% of respondents identified as scholars, while 24% identified as practitioners
(including communication professionals, governmental and nongovernmental
representatives and activists). A recent informal survey of the primary interests of
subscribers to ECN received 287 responses: roughly 60% identified as scholars
(including students), 40% identified as practitioners. These polls demonstrate the
broad scope of the field of environmental communication, and suggest the benefit
of having an organization to establish a more formal roster of membership simply
for the purposes of knowing who’s in the field.

In this vein, it is critical that membership in IECA is open to all persons who
subscribe to the association’s mission, and who pay the annual dues. IECA shall not
discriminate in any way against members or potential members on the basis of
race, gender, religion, age, nationality, ethnic origin, physical disability, or sexual
orientation.

4.2 Dues: Membership dues will primarily provide financial support for IECA
functions outlined in Section 5, Additional funding sources will be sought for IECA.
Other sources of funding will be part of the next phase of organizational
development.

Given the diverse membership of the field of Environmental Communication, one

possibility is a tiered dues system that correlates to the membership tiers. A tier-
structure membership model might include the following membership categories:
individual, institutional, student, International Academic Group, and Practitioner
(Activist, NGO, Public Administrator). The association could offer membership
options with differential fees (e.g. for people depending on country, professional
status, etc.). For examples of tiered membership fee structures, see the Society for
Prevention Research (www.preventionscience.org) and European Communication
Research and Education Association (www.ecrea.eu).

5. Functions and Member Benefits

In support of its stated mission, goals and objectives (See Section 3), the
International Environmental Communication Association (IECA) will support a
number of functions and activities. The items listed below should be considered
an initial list of core functions for fulfilling IECA’s mission, and are not meant to be
exhaustive or exclusionary. Once established, IECA will develop a strategic
planning matrix to map how these and other functions correspond to IECA’s
mission, goals, and objectives.

5.1 Conference Support: IECA will provide conference support for the
Conference on Communication and the Environment (COCE), and will seek to
develop other conference sponsorship opportunities (both brick-and-mortar &
virtual). Conference sponsorship will enable the sharing of ideas across both
academic disciplines and fields of practice, and expand the conversation on
environmental communication as an international discipline. Potential conference
support may take the form of monetary and other resource support, conference
planning expertise, and host support. Additionally, in support of the association’s
aspiration to maintain a low carbon footprint, and minimal negative environmental
impact, conference sponsorship will also include development and support of
virtual conference opportunities.

5.2 Journal Support: IECA will support Environmental Communication: Journal of

Nature and Culture. This function clearly supports the association’s goals of raising
the profile of the field, facilitating practical applications of research, promoting
collaboration of scholars and practitioners, and supporting teaching and learning.
IECA will provide editorial support for the journal, providing monetary and
intellectual resources necessary to continue strong publication record and
structural support with regards to editorial transition and other publishing
activities.

5.3 Network Support: IECA will support the Environmental Communication

Network (ECN), which houses the email listserv, “Indications” blog, COCE
proceedings, and the ECN website (http://www.esf.edu/ecn/) with links to journals,
conferences, higher education programs and courses in environmental
communication, and an extensive bibliography and filmography. This independent,
non-profit, non-commercial educational service was founded, and is run, by SUNY-
ESF Professor Mark Meisner on a volunteer basis. Although the network is housed
on SUNY-ESF servers, it is independent of the university.

The ECN has been instrumental in the genesis of IECA, and as such, it will be a
primary function of this association to provide institutional support to the network.
Support functions will initially be developed on an as-needed basis, with the overall
goal being to institutionalize these efforts and ultimately expand on the efficacy,
longevity, and scope of the ECN.

5.4 Membership Benefits: Members of IECA will receive numerous benefits,

including material, informational, solidarity and purposive benefits. Material
benefits include subscription to the journal and conference support. Informational
benefits include a membership directory that functions as a database of experts
and provides networking opportunities. Solidarity benefits of membership in IECA
include the community that is propagated by the LISTSERV, committees and
working groups, Purposive benefits include the ability to vote in IECA elections and
serve on committees/boards (see Section 6 on Governance Structure).
6. Governance Structure
IECA will be governed based on a set of organizational by-laws to be developed .
The by-laws will promote both openness and accountability in the performance of
activities consistent with the mission of the organization. IECA governance will
include both elected officers and volunteer positions, and may be supported as well
by paid staff as needed.

Possibilities for governance structure of IECA are drawn from several models and
include aspects of other related organizations including the ECD, NCA and The
Western States Communication Association (WSCA), and the International
Association for Media and Communication Research (IAMCR).

Board of Directors: This branch of IECA leadership will be the primary policy-making
body. Board members will be either elected via direct membership voting or
appointed by the executive committee of elected officers (see below). Board
membership, where possible, should demonstrate geographic diversity and mirror
the international and vocational diversity of the organization. Term limits will be
adopted as appropriate.

Elected Officers: This branch of the IECA will consist of 4 elected positions:
President, Vice-President, Secretary, and Treasurer. These positions are primarily
administrative and are responsible for executing policies adopted by the Board of
Directors. Term limits will be adopted as appropriate for each office.

Other Leadership Positions: These positions may be elected or chosen by a subset

of the membership (i.e. by a committee).
● Journal Editor
● Network Director and Site Editor (ECN)
● Conference Host
● Student Representative(s)

Additional Committees: Committee membership would likely be determined by

appointment of the board and executive elected officials. Committees might
include:
● Executive Committee- will oversee all aspects of the association.
● Publications Committee- will develop aim and scope of the journal; Selects
journal editor
● Conference Committee- will be responsible for all aspects of conference
planning, including site selection. This committee will adhere to a principle of
globalized venues and virtual conferencing whenever possible.
 ● Networking Committee: committee devoted to international networking and
bridging academic/non-academic interests
Managing Director Staff Position: Pending budget availability and need, IECA may
hire a staff person to manage the day-to-day activities of the association and to
support core functions and activities. The staff person would report to the Board of
Directors.

7. Strategic Planning Process

This document is the beginning of a strategic planning process that will define the
International Environmental Communication Association, establishing the mission,
goals and directions of the association. This document represents a yearlong effort
of the ECATF, and attempts to build upon broad-based interest in a professional
association. The next phase of the strategic planning process is to seek community
input on this document, and continue to develop and shape IECA, with the goal of
launching IECA in June 2011.

7.1 Timeline for Implementation:

October 2010:
● post strategic planning document on "Indications" blog; announce posting
with link on ECN LISTSERV and request feedback/comments
● European Communication Conference (ECREA): discuss strategic planning
document and recruit members for "launch team"

November 2010:
● National Communication Association (NCA): open forum to discuss mission,
scope, and roll-out of new association; recruit members for "launch team"

January 2011
● form a six-month "launch team" for the new association that will work on
IECA by-laws and nomination/election process

March 2011
● launch team posts IECA by-laws
● call for nominations for officers

May 2011
● hold electronic election for officers (one idea: all subscribers to ECN LISTSERV
eligible to vote for first slate of officers)

June 2011
 ● formally launch new association and install officers at COCE
● formal membership dues and benefits take effect in 2012

December 2011:
● incorporate new association
● launch new web site
● start collecting dues

7.2 Benchmarking Success: Based on these goals, IECA will measure its success
based upon progress toward the following objectives:

● Raising the profile/visibility/legitimacy of the EC field;

● Facilitating practical applications of research;
● Promoting and facilitating the collaboration of scholars and practitioners;
● Supporting teaching, learning and practice;
● Increasing public engagement on environmental issues;
● Providing structural support for the EC websites, conferences and journals
Appendix A: Call for Participation

From: Mark Meisner <mmeisner@esf.edu>

Date: Mon, Oct 19, 2009 at 11:52 AM
Subject: [ECN] Call for Participants: Environmental Communication Association Task Force
To: ECN@listserv.syr.edu

Call for Participants: Environmental Communication Association Task Force

This is an invitation to interested individuals and organizations to join an ad hoc task force
that will develop a proposal to form a new international professional association in
Environmental Communication. We are asking for volunteers to serve on this Task Force,
with a one-year commitment requested, starting on November 1, 2009.

This initiative is supported by the following:

* The Environmental Communication Network (ECN), represented by Mark Meisner
* Environmental Communication: A Journal of Nature and Culture, represented by Steve
Depoe
* The Conference on Communication and Environment (COCE), represented by Stacey
Sowards
* The Science and Environment Communication Section of the European Communication
Research and Education Association (ECREA), represented by Anabela Carvalho and Julie
Doyle
* The Environment, Science and Risk Communication Working Group of the International
Association for Media and Communication Research (IAMCR), represented by Anders
Hansen

In addition to those mentioned above, the following individuals have agreed to serve on
the task force:
* Libby Lester, University of Tasmania (Australia)
* Laura Lindenfeld, University of Maine (USA)
* Nadarajah Sriskandarajah, Swedish University of Agricultural Sciences (Uppsala, Sweden)
working on a European EC network
* Chris Russill, Carleton University, (Canada)

The task force activities will include:

* examination of models for forming professional associations (AESS, IASNR, ASLE, other
organizations)
* development and execution of web-based survey to obtain ideas and suggestions from
ECN subscribers and other interested parties
* search for start-up funds and other resources for new association
* drafting of an organization charter, mission, and bylaws
* develop a system to obtain feedback and comments on the draft charter (WIKI, blog, etc.)
It is anticipated that the task force will hold an initial meeting during the upcoming NCA
Convention in Chicago in November. During the NCA Convention, a facilitated "open space"
meeting will be also held for anyone interested in contributing ideas to the project. Over
the next year, the task force will communicate on a regular basis by e-mail, conference
call, and possibly other means (e.g., online groupware). It will meet together in May to
continue its work on the project (time and place TBA) and possibly July. Funding for those
meetings will be obtained from a number of sources.

The goal of this initiative is to develop a specific concept and framework for the new
international professional association, which would launch in 2011. We are hoping that
colleagues from around the world will join in this effort.

If you are willing to serve on this task force, please contact Mark Meisner at
mmeisner@esf.edu by October 30.
Appendix B: Task Force Membership
* contributed directly to the writing of this document
Last Name First Current Position Association (if any)
Name

*Ahern Lee Penn State University, PA, USA Association for Education in
Journalism and Mass
Communication,
Communicating Science,
Health, Environment and
Risk Interest Group (AEJMC,
ComSHER Group)

Anderson Alison University of Plymouth, UK

*Carvalho Anabela Universidade do Minho, Portugal ECREA - European

Communication Research
and Education Association

Chagutah Tigere Heinrich Boell Foundation,

Zimbabwe & South Africa

Clark Joseph Florida State University,

Tallahassee FL, USA

*Depoe Steve University of Cincinnati, USA Editor, Environmental

Communication: A Journal
of Nature and Culture

Doyle Julie University of Brighton, UK Science and Environment

Communication Section
(ECREA)

Egan Annika Umeå university, Sweden

Sjölander

Flores Jaime Ateneo de Manila University,

Manuel Philippines

*Good Jennifer Brock University, Ontario,

Canada

Hansen Anders University of Leicester, UK Founder and chair of the

Environment Working
Group, International
Association for Media and
Communication
Researchers (IAMCR)

Lester Libby University of Tasmania, Member of Australian and

Australia New Zealand
 Communications
Association, Journalism
Education Association of
Australia

*Lindenfeld Laura University of Maine, USA Sustainability Solutions

Initiative, COCE

Mareck Anne Lexington, KY, USA

Meisner Mark State University of New York- Environmental

Environmental Science & Communication Network
Forestry, USA (ECN)

*Miller Elizabeth State University of New York-

Environmental Science &
Forestry, USA

Motta Bernardo Bridgewater College, Virginia, Member of the Society of

USA Environmental Journalists.

Nepote Ana National Autonomous University Environmental Journalists

Claudia of Mexico Mexican Network (Red
(Ana) Mexicana de Periodistas
Ambientales, REMPA).

Norton Todd Washington State University, Past-Chair of Environmental

USA Communication group for
Western States
Communication
Association. Vice-Chair of
the Environmental
Communication Division for
National Communication
Association.

Peeples Jennifer Utah State University, USA

*Peterson Nils North Carolina State University, The Wildlife Society

USA

Plec Emily Western Oregon University, USA

Russill Chris Carleton University, Ottawa,

Canada

Sowards Stacey University of Texas at El Paso, Conference on

USA Communication and the
Environment, Rare
(Conservation) education
program

*Sriskandaraj Nadaraja Swedish University of Unit of Environmental

ah h Agricultural Sciences Communication, Swedish
University of Agricultural
Sciences

Stanton Richard

*Todd Anne San Jose State University, USA

Marie

Villaverde Héctor Uruguay Capacity Building Centre

for Regional Integration,
Sustainable MERCOSUR
Programme on Renewable
Energies, Energy Efficiency
and Climate Change)

Wagner Travis University of Southern Maine,

USA