What to Talk about When You Can't Talk about Fish

Public awareness and support are important to the success of endangered species recovery programs. The outreach strategies associated with such programs are typically and logically focused on individual species. But a species-centric approach may not resonate with all audiences, especially in cases where a plant or animal has been listed for an extended period of time. The Atlantic salmon (Salmo salar) has been designated as endangered in Maine since 1999, and is a primary target of habitat restoration efforts, including two major dam removals. However, many stakeholders have become disconnected from the species as a result of loss of subsistence, recreational, and commercial fisheries, and shifting demographics and ways of experiencing nature. Talking about “salmon” and even “fish” has decreased in relevance, forcing communications efforts to expand and diversify and align with public knowledge, values and beliefs. These different approaches may be useful to restoration scientists and professionals working in similar situations.