Naturally Speaking

A communications plan for NPS natural resource stewardship and science

A custom designed "message" strategy for natural resource stewardship and science will do much to bridge current communications gaps, fill unmet needs, and amplify existing successful communications programs and activities. It will build partners, generate constituent support, advance understanding of natural resource stewardship and science programs and activities, as well as improve internal agency interactions. Such a strategy is a logical outgrowth of the Natural Resource Challenge and will compliment other agency-wide initiatives, including the "Renewing our Education Mission," the "Connecting Parks with People" initiative, and "Communicating the National Park Service Mission." The latter is part of an initial NPS Message Project, which developed into the current agencywide "Message" strategy.

The Natural Resource Challenge, a multi-year stewardship and science program expansion, identifies the needs and benefits of enhancing internal and external communications. One of the slogans that has emerged from the Challenge is a goal for promoting "parks for science and science for parks."

The agencywide Message strategy is a well thought out plan which sets directions and provides guidelines for enhancing agency communications with the public. A parallel strategy for natural resource stewardship and science should strive for similar results. The lead components of the existing agency Message initiative are identified in Director's Orders 52, "Communicating the National Park Service Mission." Various elements are highlighted within this directive, including the value of establishing graphic design standards, benefits from the use of the arrowhead symbol for "branding" purposes, and emphasis on the broadening of constituencies that result from these and other improved "marketing" efforts.

Much can be gained from using and incorporating existing agency Message guidelines and directives into a strategy for natural resource stewardship and science. By building from this foundation, an effective and comprehensive natural resource strategy can be incorporated into both short term and long term goals of the organization. Desired results can be best achieved through proactive efforts. For example, a natural resource message strategy must strive to fill identified communications gaps, as well as plan ahead for future communications needs. A specific plan of action is essential to accomplish this, with a variety of steps and considerations required to develop (and maintain) such a strategy.

Another key goal of the Natural Resource Challenge is to "make data useable." For non-technical audiences, this converts to "make data interesting and meaningful." Transferring data from information "generators" to information "communicators" is a first step. Transferring this information in an interesting and meaningful way from the "communicators" to non-technical audiences is the next step.

Recognizing the Role of Managers and Messengers

There are two key groups that are essential for developing and implementing an effective natural resource communications program for the National Park Service. These two groups are resource information managers, and resource information messengers.

Resource information managers gather data, conduct research, assess natural system health, calculate and predict future conditions, recommend courses of actions needed to maintain or sustain natural features and systems, and, at certain levels, make or implement stewardship decisions based on scientific findings and recommendations. Resource information managers include scientists, researchers, resource management specialists, and at the decision level, park managers, superintendents, regional directors, etc.

Resource information managers generate large quantities of information in varying formats, all of which deserve some degree of dissemination to others. A high degree of effort is placed on assuring that this data is accurate, and readily available to peers. However, often such data is incompatible, in its initial format, for transfer to the public, educators, and others, both inside and outside the organization.

If we are to truly play a much more significant role as an educational resource for the American people, we must excel in communicating our mission clearly and effectively. The public will be most supportive of our mission if they have a greater knowledge of what we do. They will better understand our management decisions if we more clearly and thoroughly explain why the places we care for are special. We will be most successful in accomplishing our mission if we invite the public to be our partners in stewardship. ~ ~ NPS Director's Order #52.

Resource information messengers have a direct or indirect responsibility to communicate natural resource information with the public or other pertinent audiences. Communications opportunities range from brief informal contacts, to highly structured and strategic initiatives. Resource information messengers include park interpreters, public affairs officers, protection rangers, maintenance personnel, fire management specialist, educators, publication development specialists, webmasters, etc., as well as many (if not all) resource management specialists and park managers. Messengers can also include partners, the media and other non-agency communicators. These messengers can transfer natural resource information to a wide variety of audiences, provided that they receive it in a useful and meaningful way, and are given the necessary support and tools to do so.

When information generators can assist with condensing, summarizing and making data meaningful and interesting for non-technical audiences, the communications process is both enhanced and accelerated.

Likewise, information messengers can help by letting the information generators know what sorts of information, and what sorts of formats, are most useful to them.

Empowering Natural Resource Information Messengers

Natural resource information messengers benefit from a variety of "empowering" tools, techniques and approaches. For example, one important factor is providing messengers with current, accurate and succinct information on natural resources. Another factor is providing training on specific resource topics and state-of-the-art communications methods. Throughout the organization, resource information messengers serve in different roles, in different ways, reaching different audiences. The empowering processes must be customized to benefit these individual variations.

For example, the Natural Resource Protection Curriculum program focuses on providing protection rangers (and other field staff) with extensive classroom training on a variety of natural resource topics and associated considerations. Included in this training is promotion of natural resource communications opportunities for field employees. One area of emphasis is through providing instruction on the "Authority of the Resource" concept, which validates the theory that field enforcement contacts benefit from referring to "natural resource values" as opposed to "legal and regulatory requirements." This, and other communications training opportunities, provide improved tools and techniques to protection rangers and other field employees, who in turn routinely make brief but significant contacts with the visiting public and others.

On the other hand, Interpretive Competency Module 340 offers promise for interpreters to improve different, but equally important, natural resource communications skills. Interpretive activities include the opportunity to engage in contact with the public for sustained periods of time, through guided walks, talks and other live programs. Likewise, interpreters are extensively involved in the design and development of non-personal media. Module 340 training will emphasize specific tools and techniques that benefit addressing complex natural resource topics and issues.

In an entirely different arena, the media is a significant player in serving as a natural resource information messenger. Enhancing opportunities for journalists to learn about or observe natural resources, and related management activities, is a method for improving this communications opportunity. For example, one potential means for promoting this would be to develop a cooperative venture with an external organization such as the Metcalf Institute. The Metcalf Institute is working to expand programs for reporters and editors that include science seminars for editors, training for journalists, and obtaining grants for related workshops and seminars. The Metcalf Institute is affiliated with the University of Rhode Island, which in turn is a CESU institution.

The Metcalf Institute is named for Michael P. Metcalf, the late publisher of the Providence Journal, who cared passionately about the environment and was committed to providing the resources necessary to produce quality journalism. He believed that journalists were often ill-equipped to write about science-based news.

Likewise, providing and promoting seminars and workshops within the agency, that match up natural resource managers with NPS public affairs specialists, is equally important.

Partners play an equally important role, and they benefit from being brought up to speed on natural resource topics, issues and current management activities. Partners can provide funds, and can also distribute information through a variety of mechanisms. For example, through the NPS Proud Partners program, a number of national (and international) communications opportunities exist (e.g. Discovery Channel, Time Magazine, etc.). In brief, a variety of approaches are appropriate for integrating partners into a natural resource message strategy.

Individual educators and the education community form yet another extremely important group, and their integration into a natural resource message strategy is crucial. An example of one method for providing educators with up-to-date information on natural resource science and stewardship activities and potential educational opportunities, is development of a partnership with the National Science Teachers Association, including participation at national and regional NSTA workshops and curriculum development programs. Another key overlap between natural resource programs and education is through the initiatives and activities of the Research Learning Centers located at various NPS sites across the country.

Both within and beyond park boundaries, partnership activities have become enormously important to the Service. We rely increasingly on partner organizations to enhance our ability to accomplish our mission . . . Our mission-both in 1916 and today-has been entrusted to us by the American public. We have a fundamental responsibility to ensure that the public understands and supports what we do on their behalf. ~ NPS Director's Order #52.

Promoting avantgarde education and communications initiatives are associated goals of the RLCs and a number of innovative and successful programs have been developed, such as the Citizen Scientist program at Great Smoky Mountains National Park. Likewise, at the university level, a number of institutions involved in the Cooperative Ecosystem Study Unit program, have displayed interest in cooperating on various natural resource communications and education projects. Some universities are willing to give course credit for NPS sponsored training presentations, while others are contemplating developing master's degree programs for agency employees, with emphasis on natural resource knowledge, understanding and advanced communication skills. Furthermore, several institutions are developing college credit distance learning courses on NPS natural resources. For example, Penn State is developing a course on "geology in the National Parks."

In summary, various natural resource information messengers exist, including a good number not mentioned above, each with a particular mission and audience that match their own goals. It is important to provide these entities with natural resource information in ways that meet their individual or organizational responsibilities and needs, and individual delivery approaches.

The Service recognizes that working with partner organizations greatly enhances its ability to protect park resources and to provide educational and other visitor services both within parks and beyond park boundaries. Therefore, the Service will continue to pursue, nurture, and welcome the assistance that partner organizations are so uniquely suited to provide. The effectiveness of the Service and its partners can be enhanced through better coordination and consistency in the "messages" that are communicated to the public. ~NPS Director's Order #52.

Developing a Proactive Natural Resource Communications Assessment Program

Dan Decker, Associate Dean of the College of Agriculture and Life Sciences at Cornell University, notes that he has found few, if any, land management agencies in the United States that have a strategic, proactive, communications program in place. Developing a proactive strategic communications program (SCP*) not only places the National Park Service in the lead in this arena, it enables the agency to properly recognize "human dimensions" and the important interactions of individuals with natural resource topics, issues and subjects.

A proactive natural resource communications assessment program (NRCAP**) is appropriate, and must be designed in a manner that is relevant for different components of the organizational structure. As the oversight of natural resource stewardship is interlaced throughout the agency in a variety of strata, so too must the integration of natural resource communications match up with individual operations. For example, the development of a Comprehensive Interpretive Plan for the Natural Resource Program Center will assist with recognizing and incorporating communications into the various aspects of this operation. In contrast, development of a simplified item by item communications plan for individual natural resource project statements, and/or PMIS submissions generated at the park level, can address resource communications needs at this end of the spectrum.

To enhance the public's understanding of what we are and what we do, we must significantly improve our ability to deliver to all segments of society high quality, useful information that paves the way to knowledge and understanding and invites support for, and participation in, the NPS mission. An analysis of how we currently communicate information identified several barriers to a richer public understanding, and a strategy for improvement has been developed. The National Leadership Council has endorsed the strategy and recommendations and-with this Director's Order-we will now begin taking the steps necessary to ensure their successful implementation. ~ NPS Director's Order #52.

Establishing and implementing a systematic process for developing a proactive communications assessment plan for individual natural resource topics is an essential ingredient for assuring the success of a comprehensive message strategy. There are several models in place that can be used to devise such communications assessment plans, and they need not be cumbersome or burdensome. Indeed, they complement the current requirement that an interpretive component be integrated into NRPP projects that exceeds $100,000. Developing a protocol that guides the proactive communications assessment process will have significant benefits in many areas.

Identifying and Targeting Audiences

To make any communications or message initiative successful, a through review of audiences is critical. Natural resource topics, issues, and management activities are of interest, or pertinent, to a wide variety of groups and individuals, including those internal and external to the agency.

An audience assessment effort, which receives constant review and upgrading, is highly beneficial. Different natural resource subjects and activities require reaching or communicating with different audiences, and the use of appropriate techniques and methods to engage these audiences is critical. Analysis and evaluation of audience receptivity and presentation effectiveness are additional components that are important parts of an effective natural resource message strategy. Similarly, efforts to reach non-traditional and minority audiences are important, and again, appropriate techniques for reaching theses particular audiences is crucial.

To invite the public to share in our stewardship mission, we will:

• Talk with the public in a way that makes clear we are protecting places "for" them rather than "from" them.
• Explain NPS stewardship in a way the public can understand and that invites the public to participate both in parks and in their own communities.
• Use plain language to connect with the American people; eliminate jargon.
• Revise, as necessary, all brochures, exhibits, waysides, interpretive programs, and other materials as they are replaced, reprinted, or revised. ~NPS Director's Order #52.

To emphasize this need, the Biological Resources Management Division has recently brought on board a human dimensions specialist, in recognition of the importance of human interactions with biological resources. Similarly, the National Park Foundation provided generous support to the NPS to complete the servicewide Message Project. Through this initiative, the importance of identifying and reaching the widest possible range of audiences was recognized as mission critical for the National Park Service.

Recognizing Natural Resource Information Volatility

We live in a rapidly changing world, especially in the area of electronic communications. Furthermore, at today's pace scientific information can quickly become stale if not matched with the most current findings and conclusions. This makes the challenge of communicating natural resource information daunting. Dedication of time and methods for constant updating, upgrading and retraining are essential ingredients for presenting accurate natural resource information and messages.

Materials and programs produced for individual parks and programs will include language that relates the park or program to the System, the Service, and/or thematically or geographically linked parks and programs. The language will help the public make connections between parks and programs and better comprehend the scope of NPS activities. ~ NPS Director's Order #52.

Identifying "anchor" goals and concepts is one means of assisting with providing additional long-term stability to natural resource topics. For example, with the various management tools and approaches that the Service will take to promote fire ecology, emphasis will be placed on the Service's commitment to long-tem ecosystem management. This "anchor" concept allows for inevitable variations in fire policy to be explained as "the best practices of the day" which although potentially temporal, and replaced by new approaches that match new conditions, all lead toward the long-term goal of ecosystem preservation (co-mingled with public safety).

Identifying Additional Needs

The preparation of a Comprehensive Interpretive Plan (CIP) for the Natural Resource Program Center is an important step toward identifying existing communications tools and methodologies in use, as well as recognizing additional areas of need at that level. Similarly, individual park CIPs should thoroughly assess natural resource topics and issues, with the goal of identifying ongoing communications processes, as well as recognizing present and future needs. Development of individualized communications assessment plans (NRCAPs) for individual projects (e.g. those described in PMIS format) will greatly assist with identifying communications needs at this level. The use of Research Learning Centers, and assessments conducted by CESU affiliates, and other institutions, will also assist with the overall identification of additional natural resource communications needs.

On a broader scale, a review of the goals and objectives of the Natural Resource Challenge identifies key elements that have been identified as needing management action. A comprehensive review of communications considerations within each of these elements is also appropriate. It is noteworthy that "Increase collaboration with scientists and others to protect resources and serve visitors . . ." and "Expand opportunities for public learning about park natural resources, their significance, and their preservation . . ." are identified as major Challenge thrusts.

Challenge Actions:

The Natural Resource Challenge includes 10 strategic thrusts, each linked closely with the Service's five year strategic plan and Government Performance and Results Act goals.

• Accelerate natural resource inventories (performance goal IbI)
• Expand resource monitoring, including air and water quality monitoring (goals Ia3, Ia4, and Ib3)
• Increase collaboration with scientists and others to protect resources and serve visitors (goal IIIaX and IV bX)
• Facilitate broad scientific research in parks for the betterment of parks and society (goal IIlaX and IV bX)
• Protect native and endangered species and their habitats (goals IA2 and IA2X)
• Aggressively control nonnative species (goal IAIa)
• Expand opportunities for public learning about park natural resources, their significance, and their preservation (goal IIbI)
• Apply high environmental standards to park operations and facilities (goal IVa9)
• Develop technically proficient, professional staffs (goal IVa3)
• Improve resource planning.

It is always important to remember, communications needs must be matched with audience receptivity. And thus, a thorough understanding of target audiences, and variations in audience receptivity, must be integrated into the process. To reinforce this point, Director's Order 52 notes "Materials will be developed with 'tracks' for visitors (families with young children, seniors . . . etc.) to address the specific needs of visitors."

The world has changed profoundly since the late 19th century when the first national parks were created. These changes have challenged the National Park Service to assume responsibilities never anticipated when the agency was established in August 1916. It is no longer sufficient to look only within the boundaries of a park when making management decisions. Parks are part of broader communities; actions in parks affect their communities just as actions in communities affect parks. ~ NPS Director's Order #52.

Identifying and Developing Solutions

By identifying natural resource communications needs, identifying audiences and their individual receptivity requirements, and empowering a network of natural resource information "messengers," solutions will emerge.

Some of the solutions will consist of identifying and filling communications gaps. For example, the Natural Resource information division is working on developing information programs that appeal to the national media. At present there is no the other operation within the NPS that is able to deliver servicewide natural resource information materials and topics to the national media on a sustained basis. As an initial step, a project is being developed to create a series of NPS natural resource information radio presentations through the "EarthCare Outreach" program. The goal of EarthCare Outreach is "sharing government information with Americans," and the resulting products will be aired on National Public Radio stations across the country. Additional future efforts will focus on connecting with other, broader forms of media.

Asset mapping (an inventory of interpretive and education assets) is a growing trend which has applications useful to enhancing natural resource communications opportunities. For example, the Intermountain Region is conducting asset mapping exercises to identify and inventory interpretive programs and services within the region. A similar effort focused on natural resource information and education programs and services is highly desirable.

Establishing a communications support network (CSN***) will provide the skills and abilities to develop and design individual natural resource communications products and services. This can be accomplished by using central and support office communications specialists, interpretive advisory groups, individuals at the park level trained in natural resource communications (e.g. individuals who have completed the Resource Protection Curriculum program or Interpretive Competency 340), public affairs officers, staff and students at CESUs, Harpers Ferry Center communications specialists, contractors, Research Learning Center participants, etc. Teams within this support net can assist in matching communications needs with communications solutions. Teams can also help through the review of existing and proposed PMIS statements, the upgrading of park Resource Management Plans, development of park Comprehensive Interpretive Plans, and review and input into NRPP, Fee Demo, and Parks as Classroom funding requests. Similarly, product development and delivery can be enhanced through a network approach. Likewise, alternative means and mechanisms for design and production of communications products are strengthened through this approach.

Conferences. Connections will be strengthened and Servicewide priorities will be shared by including mutually agreed upon common agenda items for discussion at all annual regional conferences (superintendents, interpreters, maintenance, etc.). ~ NPS Director's Order #52.

Additionally, interacting with, and updating others, including superintendents, park managers, resource management specialists, interpreters, public affairs officers, and protection and maintenance personnel on natural resource communications needs and initiatives is extremely important. Establishing joint workshops and attendance at meetings will help.

As noted earlier, developing and implementing training opportunities, coupled with other incentives such as awards and other forms of recognition, is also a critical need for enhancing agency communications. A servicewide natural resource communications training initiative, on par with the existing Natural Resource Protection Curriculum program would be most advantageous. Such a program would include design and delivery of specifically developed training opportunities for the various natural resource information "messengers" throughout the organization. Training opportunities through workshops and conferences must also be considered, especially when it is possible to match a specific natural resource discipline or topic with a particular group of messengers.

Expanding and developing partnerships with appropriate outside entities is another key need. Developing a firm relationship with the National Science Teachers Association is one example. Developing and promoting evaluation methodologies and tools is another task that should be taken on within the agency, but can also benefit from cross-linking with current evaluation methodologies and techniques used by the education community.

Developing an inventory of state-of-the-art communications techniques that are available, and a "toolbox" for information messengers, are other important considerations. Internal and external awareness and promotion of existing communications resources, such as Park VIEWS, and various websites (e.g. NatureNet, ParkNet, Learn, etc.) is also essential. Development of messenger oriented electronic newsletters, and use of existing publications (e.g. Natural Resource Year in Review, Park Science) and other employee communications tools (e.g. InsideNPS, and the Employee and Alumni Arrowhead) are also critical.

Newsletter. The Service will partner with the Employees and Alumni Association of the National Park Service (E&AA) to re-design the E&AA quarterly newsletter as the "ARROW-HEAD" and provide it to all NPS employees. This will reinforce employees' connection to the system/Service and improve our ability to share best practices and learn from each other. Other mechanisms, including the National Leadership Council Journal and the Director's Bulletin Board, will be used to improve communication of important issues Service-wide. ~ NPS Director's Order #52.

The above is only a sampling of significant steps and actions that are needed to help assure the success of a natural resource message strategy both within and outside the agency. It is important that a constant effort be made to look for new and additional needs and solutions, and to be on the forefront for identifying and incorporating cutting edge methods and approaches. A commitment on part of the agency, and the individuals within the agency, is essential to assure the success of any strategic plan. Based on the known commitment to mission by National Park Service employees, superior support of partners and outside organizations, and the interest and devotion of the public, these needs should be easily meet.

The various organizational components that make up Natural Resource Stewardship and Science in the National Park Service are guided by common goals and ideals. The Natural Resource Challenge has provided a means for expansion and improvement of this important aspect of the agency's mission. Additionally, enhanced natural resource communications has been identified as a key mission of the Challenge. Much work has been done to assure the scientific accuracy of natural resource data that is collected, processed and transferred to peer natural resource specialists and scientists. The next "challenge" within the Challenge is transferring this vast assembly of technical information to other, equally important audiences.

Stewardship does not occur in a vacuum. The mere collection and processing of scientific data is not enough to ignite understanding, and perhaps even more important, passion, on the part of the wide array of stewards and stakeholders, who are needed to appreciate, sustain, and protect the natural resources in our national park areas. Communicating with all possible stewards and stakeholders is not an option; it is a responsibility, and in essence, a requirement. In short, communication is mission critical.

Reiterating the Mission

The various organizational components that make up Natural Resource Stewardship and Science in the National Park Service are guided by common goals and ideals. The Natural Resource Challenge has provided a means for expansion and improvement of this important aspect of the agency's mission. Additionally, enhanced natural resource communications has been identified as a key mission of the Challenge. Much work has been done to assure the scientific accuracy of natural resource data that is collected, processed and transferred to peer natural resource specialists and scientists. The next "challenge" within the Challenge is transferring this vast assembly of technical information to other, equally important audiences.

Success will mean a public with a better awareness of the breadth and depth of their national parks; a public that understands and values the work of the NPS in parks and communities; a public with the knowledge to become better users and stewards of the special places they have entrusted to our care; and a public that understands how NPS partnership programs extend the benefits of natural and cultural resource conservation and outdoor recreation throughout this country and the world. ~ NPS Director's Order #52.

Stewardship does not occur in a vacuum. The mere collection and processing of scientific data is not enough to ignite understanding, and perhaps even more important, passion, on the part of the wide array of stewards and stakeholders, who are needed to appreciate, sustain, and protect the natural resources in our national park areas. Communicating with all possible stewards and stakeholders is not an option; it is a responsibility, and in essence, a requirement. In short, communication is mission critical.

The strategy outlined in this order focuses on steps we must take to build on the traditions that have shaped the National Park Service. Those who know the Service know the passion and commitment that Service employees have for our mission. Our goal is to instill that passion and commitment in a much broader segment of the American people. By doing this, we will ensure that more people understand and support the full scope of the work the Service performs in protecting America's most treasured places . . . Lead responsibility: All parks and offices that produce informational materials and programs. . . ~ NPS Director's Order #52

Appendix A: Definition of terms

* SCP, Strategic Communications Program . . . (a multi-step approach to strategically identify the critical components needed to foster effective communications, including the four key steps of identifying the issue, message, audience and appropriate technique, and other considerations appropriate to any given individual communications need . . .).

**NRCAP, Natural Resource Communications Assessment Plan . . . (formatted as a PMIS or equivalent "fill in the box" document, with sections for identifying and amplifying issue, message, audience and technique, and additional inquiries on evaluation considerations, budget, connections with other natural resource themes, connections with the themes of the park or site, and connections with broad themes and mission of the agency, etc.).

***CSN Communications Support Network . . . (integration of the various groups that interact to assist with promoting and conducting communications assessment plans, includes individuals as parks, advisory groups with communications responsibilities, regional and central office staff with related responsibilities, CESUs, etc. . . .).

****NRCAT, Natural Resource Communications Assessment Team . . . (a team that produces or processes a Communications Assessment Plan for an individual natural resource topic . . .).

Desired Results. Applying this strategy to everything we do-from developing in-park interpretive programs, to explaining the goals of the Natural Resource Challenge . . . to strengthening our presence on the Internet-will increase our ability to communicate effectively with the American public. These are the tools that will help us continue to nurture an organizational culture that treats the public as stakeholders in the special places we manage and in our mission. Strengthening the connection between the American public and the mission of the National Park Service will help build a sense of ownership and pride in these places. With understanding and ownership comes a commitment to their stewardship. ~ NPS Director's Order #52.

Appendix B: Slogans, Statements and Quotes

Slogans, concise statements and brief quotes can have a value for providing succinct, bullet-type messages to both internal and external audiences. Along with the Challenge and other initiatives, a number of slogans, statements and quotes have emerged that describe natural resource stewardship and science programs and activities within the National Park Service. These "message-bites" are important tools in the overall communications process.

Organizational Statements. A simple, clear, one sentence statement has been developed: "The National Park Service cares for special places saved by the American people so that all may experience our heritage." In addition, the phrase "Experience Your America" has been copyrighted by the National Park Foundation for use by the National Park Service. Both are tools to help us clearly communicate with the public. Standards for their use will be issued in conjunction with Director's Order #52B.

Key natural resource stewardship slogans, statements and quotes include the following:

• Make Data Useable
• Parks for Science, and Science for Parks
• Connect Parks to Protected Areas, and Parks to People
• "Applying good science to resource management is our best hope to maintain and restore the rich natural heritage found in the national parks."
• "Called the Natural Resource Challenge (or simply the Challenge), this enterprise is focusing energy, commitment, and resources on the NPS mission to preserve and protect our national heritage for the American people."
• "The Natural Resource Program Center contains a multidisciplinary staff that is dedicated to resolving park resource management challenges originating both in and outside units of the national park system."

Agency slogans that are recognized servicewide (through Directors Orders #52) consist of the following (many of which have overlap with natural resource stewardship and science considerations):

• Parks Reflect America: National parks should be an honest, accurate and comprehensive reflection of the diversity of American culture, history, and landscapes.
• Parks As Libraries: The National Park Service should offer a lifelong interactive education by serving as a repository of places, things, and ideas, and making them available to teach children and adults about themselves, their communities, and their surroundings.
• Parks Are a Legacy: National parks are a gift from past generations that we should preserve for future generations.
• Parks Are Real: National parks are special because they are authentic and irreplaceable, which should make them more valuable, more enjoyable, and more educational than a reproduction.
• Parks Tell Amazing Stories: The National Park Service should tell the story of human history and natural sciences that together equal modern day America.
• Parks Are an American Idea: The idea of national parks was created in the United States and carried by the National Park Service to nations throughout the world.
• Preservation Matters: Preserving what we value improves us as individuals, citizens, and communities, and as a people, and the National Park Service should be a leader in promoting preservation.
• Parks Belong to All Americans: National parks belong to all Americans, so all Americans should feel welcome to experience parks.
• The National Park Service Is a Part of the American Community: The National Park Service should partner with local communities to promote preservation, recreation, and the ideals embodied in parks.
• Parks Need Resources: Like anything else of value, the future of national parks depends on support; they will require resources-in the form of money, time, and effort-from all Americans in order to thrive.
• Parks are to be Enjoyed and Preserved: Balance Enjoyment And Preservation: People will always be able to enjoy parks, but they should enjoy them within limits that exist to help in ways that will preserve and protect the parks for the future.
• Parks Can be Experienced In Many Forms: People should experience national parks-for enjoyment, education, and enrichment-in many ways, not just by visiting.
• Parks Are a Historical Link: National parks should represent a link between our past, our present, and our future.
• The NPS National Park Service Is Credible: Employees of the National Park Service should be passionate, credible, dedicated stewards of resource preservation and protection. The National Park Service cares for special places saved by the American people so that all may experience our heritage.