Sector Outreach: Grassroots to High-Tech

In 2010, New England saw the implementation of what has become a highly controversial catch share program, sector allocation management, in its historic groundfish fishery.  The program involves a new system of management based on voluntary harvesting cooperatives, and extensive changes in the regulations for fishermen, including new reporting requirements and monitoring programs.  Because it affected the interests of an array of stakeholder groups, from fishing industry members to environmental advocates to local, state and federal governments, the National Marine Fisheries Service (NMFS) launched an unprecedented targeted outreach campaign that employed a multi-pronged approach to inform fishermen, seafood dealers, and other interested parties of the new regulations and the rationales behind them.

NMFS developed a strategic outreach plan that used both new technologies and innovative methods to reach its disparate audiences.  For example, staff held webinar trainings and developed online data portals and reporting tools to provide flexibility for higher-tech audiences.  To reach stakeholders not versed in advanced technologies, NMFS used grassroots techniques, such as townhall meetings and training workshops, and summary articles in industry trade journals.  NMFS also developed operational guides for vessel operators, held weekly conference calls with sector managers, and provided 7-day/week customer service staff coverage during implementation phases. To enhance seafood dealers’ understanding of potential impacts to their operations, NMFS hosted a multi-line conference call and distributed specialized outreach packets.  Lastly, NMFS trained its own program staff on the new regulations and on client interaction to be able to provide better customer service.  

This tiered approach facilitated a smoother transition to a new way of fishing and reduced misinformation.  However, industry feedback suggests that additional outreach is needed at the grassroots level to reach vessel operators and crew members.  NMFS staff will present lessons learned and explore future avenues for this on-going outreach.