Disclaimer: The views and opinions expressed here are those of the author and do not necessarily reflect the official policy or position of the University of Minnesota Department of Forest Resources. Likewise, the University of Minnesota Department of Forest Resources does not guarantee the accuracy of information presented in these pieces. 

THROUGHOUT THE DURATION OF our course, we had the privilege of meeting with a multitude of Parks and Protected Area (PPA) experts such as park managers, museum curators, researchers, park rangers, tour guides, and monument managers. Among the wealth of insights shared, one overarching theme prevailed: the importance of effective communication for PPA success. This paper aims to explore the significance of communication within the context of national parks, national monuments, and protected areas. Emphasizing social media's pivotal role in facilitating collaborative intra-organizational communication, forging partnerships with diverse external agencies, and fostering inclusive public relationships and outreach.

Communication: The Key Indicator of PPA Success

Communication acts as the “keystone species” that holds together the “ecosystem” of national parks and protected areas. Its role spans across a plethora of critical areas, encompassing education, safety, resource management, stakeholder engagement, research collaboration, visitor experience, and policy advocacy. In today’s interconnected age, social media emerges as a powerful tool within this communication landscape. Platforms like social media serve as virtual gateways, enabling global outreach for parks, enhancing education, promoting safety updates, facilitating resource management through partnerships and public engagement, fostering research collaboration, enriching visitor experiences, and amplifying voices for policy advocacy. Recognizing and addressing challenges in effectively utilizing social media within these areas is essential for maximizing its potential in safeguarding natural wonders for future generations. This paper will delve into these challenges, offering recommendations and solutions that acknowledge the dynamic role of social media in shaping the discourse around conservation and sustainability within parks and protected areas.

1. Collaborative Intra-organizational Communication

National parks and protected areas rely on diverse sets of employees, including park rangers, naturalist interpreters, interns, and volunteers, often working on seasonal, part-time, or full-time schedules. As Kurt Mead of Tettegouche explained, in some instances, parks face low employment rates in comparison to the surging post-pandemic visitor rates, placing additional burdens on existing staff. Effective communication within park organizations is vital to ensure smooth operations, even in challenging circumstances. In times of natural disasters or crises, communication is essential for coordinating responses, ensuring public safety, and mitigating damage, (Kurt Mead, Personal Communication, 2023). Furthermore, within a park, communication fosters collaboration between scientists, researchers, and institutions, leading to a better understanding of ecosystems and improved conservation strategies.

Slack is a cloud-based social media messaging platform designed for team collaboration and communication within workplaces. It serves as a centralized hub where team members can communicate in real-time. Slack organizes conversations into channels, making it easy for teams to categorize discussions based on projects, topics, or departments. It integrates with various third-party applications and services (such as google drive), allowing users to bring information from different tools into one consolidated platform. It serves as a centralized hub where team members can communicate in real-time through channels, direct messages, and file sharing. Slack organizes conversations into channels, making it easy for teams to categorize discussions based on projects, topics, or departments. It integrates with various third-party applications and services, allowing users to bring information from different tools into one consolidated platform. Slack is just one example of a platform that PPAs can utilize to practice fast and effective in-house communication.

2. Partnerships with External Organizations and Agencies 

Parks and protected areas often establish partnerships with a myriad of external organizations and agencies, such as Tribal entities, city governments, volunteer organizations like Conservation Corps, and more. These partnerships are invaluable for their contribution to the management and sustainability of these protected areas. Engaging with local communities, government agencies, non-governmental organizations (NGOs), and other stakeholders is vital for garnering support and resources essential for park preservation. Recognizing that many of these areas reside on land historically belonging to Native Americans, partnerships with Tribes are not just important but imperative. 

We experienced an extremely successful park and Tribe communication at the Grand Portage National Monument wherein the monument partners fluidly with the Grand Portage Tribe. Communication helps convey the historical and cultural significance of these protected areas, preserving this heritage for future generations. Members of the Tribe such as Sara Deschampe were passionate about the mission of the monument because it benefited them, too! Additionally, expert Kurt Mead reported issues with funding in recent years. For instance, in some cases, funding is funneled through the states and distributed evenly among all parks, regardless of size and visitor numbers. This can lead to a misalignment between funding allocation and actual park needs. Effective communication with external parties can attract donations, grants, and partnerships that provide the necessary financial and logistical support for park management and conservation initiatives (Kurt Mead, Personal Communication, 2023).

3. Communication with Visitors 

The visitor experience is at the heart of any national park or protected area. Visitors not only need to be safe within these lands but should also be well-informed about the history, significance, and conservation mission of these areas. Clear communication ensures that visitors are adequately informed about potential risks, safety guidelines, and emergency procedures, thereby minimizing accidents and ensuring their well-being. However, many parks and protected areas still lack accessible communication strategies to cater to a diverse range of visitors. This poses a glaring issue where stakeholders do not receive the necessary information about these managed lands, leading to a growing disconnect between humans and the natural world. Moreover, effective communication plays a pivotal role in educating the public about the significance of these areas, their rich biodiversity, and the urgent need for conservation efforts. Lastly, gathering feedback from visitors through various communication channels can be invaluable in improving park services, facilities, and conservation initiatives. This could be done using social media, email lists, website blogs, and various other direct communication channels.

[Scroll down to see example Instagram posts by Sund.]

Conclusion 

In essence, the management and preservation of our national and state parks and protected areas affect everyone, as they serve as our gateway to the great outdoors, funded by our own tax dollars. However, the lack of accessible communication strategies in many of these areas poses a significant challenge, resulting in stakeholders missing out on crucial information about these managed lands and, subsequently, diminishing the connection between humanity and the natural world. As our world evolves to be more and more digital, PPAs must do the same. An online presence works to connect with audiences near and far. This connection is significant in the management, preservation, and public appreciation of national parks and protected areas, contributing to their long-term sustainability and protection.

~Ingrid Sund