I conferred recently with a couple of knowledgeable and accomplished scientists about a conference at which they hoped to reach a key audience. They had a wealth of information and details they hoped communicate with other decision-making professionals - literally reams of valuable information and science-based recommendations.

One of the first questions I asked was "what do you hope to achieve and, specifically, what do you want people to do as a result of attending your meeting."

The answer - "our goal is to deliver a substantive presentation."

While substantive presentations may be the means to reach a goal, I would contend that interesting, entertaining, engaging and even substantially strong scientific presentations are NEVER a fundamental goal. Communication delivery (presentations, brochures, news releases, web sites) are not goals/objectives in themselves.

We need to define first a fundamental communication goal/objective - what you want your audience to know, feel and/or do.

It sounds easy, right? Not always.

Often, as natural resource scientists and administrators with a wealth of technical and policy knowledge in mind, identifying fundamental communication objectives can be more daunting than monitoring breeding habits of elusive, nocturnal species.

If it's valuable for you to spend your time (and agency dollars) on, it is important to ID the fundamental communications objective.

Out of a well-honed fundamental objective can emerge the best communication approach - and eventually, perhaps, a presentation.

Ask yourself "What do I want to achieve?" Then ask, "No, really?"

You'll likely find that the answer is not "deliver a substantive presentation."

What is your real target for your communication effort? Identify your fundamental communication objective.