Filmmaker's Journal: one of Bahama's groupers comes to play

The last time I was in the Bahamas this past spring, I was there aboard Blue Iguana Charters' MV Kate to film sharks . . . again. Not that I ever get tired filming those incredible animals but, after all, variety is the spice of life, right? That's what makes the Bahama's so much fun and Capt. Scotty Gray knows how to pack a lot into one trip: sharks, wreck diving, dolphins, and beautiful reefs.



Here's a quick video that briefly shows some of the shark fun the Bahamas are famous for, but also highlights a great encounter that crew member Rob MacDonald and I had with a large grouper. Groupers are popular gamefish with Florida sportfishermen and that's unfortunate because their numbers have declined - just when the marine ecosystem needs them most. With the explosion in the past few years in the number of lionfish, a beautiful but voracious reef fish that is an invasive species to the Caribbean, the grouper is one of only a few large predators that can potentially help keep the lionfish population in check, if only the grouper population itself was in better shape.



The grouper that visited Rob and I was initially interested in our bait crate, which contained some slabs of fish to attract Caribbean reef sharks. The reef sharks knew who was boss and you'll see one dart out of the grouper's way, as groupers are not afraid to butt heads with a shark if need be. With no easy meal available, the grouper proceeded to act like a cat weaving between our legs looking for a good petting. Actually more of a back scratching, as these large fish will attract small, pesky parasites and the grouper won't shy away from an opportunity to dislodge some of these hitchhikers.



The grouper continued to pass back and forth between the two of us for a good five to ten minutes. Then Rob pulled out a hunk of fish from the crate as a thank you to the grouper for spending time with us. And with that, it was on its way.



It's always a treat when you have the chance to safely interact with large animals. Sometimes it takes a few minutes to size up the animal's behavior to ensure, as best you can, that you won't be harassed or bitten. There's always that thought: "I wonder if this big fella is looking for some payback for all the relatives we humans have pulled out of the sea?"

Filmmaker's Journal: trying to keep up with Diana Nyad

Scuba divers, like myself, like to think that we become one with the ocean every time we put a regulator in our mouths and dip below the surface. Boaters and hard-core yachtsman, I'm sure, feel the same way. And perhaps even fishermen. It's a combination of appreciating the environment we are in and, at the same time, testing or challenging it a bit - because, after all, we are being the intruder.

This past week I had the opportunity to meet and film someone who takes the physical and metaphysical experience of the oceans to a level that I can only marvel at. Shooting a segment for CNN's Medical News with Dr. Sanjay Gupta, I had the pleasure of working with Diana Nyad, a world record-holder in open ocean, long-distance swimming. We were filming in the Raleigh Runnels Memorial Pool at the beautiful Malibu, California campus of Pepperdine University. With a warm day and a clear sky to work with, I proceeded to put Diana through her paces as she swam lap after lap while I shot her from a variety of angles. I say put her "through her paces" totally tongue-in-cheek, as this exercise was a mere stroll through the park for her. But by the end of the day, I was exhausted.

Long-distance ocean swimming is an intense exercise in endurance, concentration and, in many ways, becoming one with your environment. The distances that Diana covers and the hours that she spends continuously swimming are incredible. Her world record is 102.5 miles, from Bimini Island to Florida, over two days. Over 102 miles and two days non-stop.

Diana prefers to swim without the aid of a shark cage - there are those swimmers who feel the use of a shark cage makes the swim a bit less challenging - not because of the concern for sharks but because the cage acts like a box that tows the swimmer along, keeping him or her on the right path and smoothing out ocean swells. Diana deals with the possibility of shark encounters by using several electronic Shark Shields attached to a following kayak.

Nourishment is provided throughout the swim in the form of fluids and high protein snacks that are totally burned up to satisfy her caloric needs and provide little waste. Diana experiences all the various levels of extreme physical and mental endurance that you can imagine, getting the mind to focus so that the adrenaline and endorphins keep pumping before the body systems eventually say they have had enough.

Diana completed her swim from Bimini to Florida in 1979 and then took a break from swimming - for 31 years. A year ago, at age 60, she began training to break her own record by trying for a distance that rough seas had kept her from accomplishing in 1978: Havana, Cuba to Florida; 103 miles and 60 hours.

As I found out in the Pepperdine pool, this is a woman to be reckoned with. An inspiring and indomitable force - and I had to try to keep up with her with scuba gear and an underwater housing in my hands. Well, all right, no excuses. She made me look like a total wuss as I gasped and dragged air from my tank at a phenomenal rate, feeling my heart leap from chest as I worked my dive fins overtime to try to keep up.

Eventually, I decided, well, enough of the underwater side-by-side dolly shots. I'll just float here and let her do all the work.

After a number of laps, you catch yourself before asking her if she needs a break. Asking if she was getting tired seemed a pretty lame idea, but actually breaks were called for to allow her to warm up. With well-developed muscles and minimal fat, even in a heated pool, Diana can lose body heat quickly. So, occasional jumps into a nearby heated whirlpool did the trick.

Life is short, which means that the goals we set for ourselves - whatever they may be - should be sought after with determination, not complacency. Diana Nyad, knows this very well. And she melds her mind and body with the sea to accomplish things that we can certainly take inspiration from, whatever the endeavor, whatever our age or sex.

As she quotes from poet Mary Oliver on her website's home page, "What is it you want to do with your one wild and precious life?"

Learn more about Diana Nyad at her website.

From RTSea Blog: Happy Holidays

On December 24th, 2010,

“This is my wish for you: peace of mind, prosperity through the year, happiness that multiplies, health for you and yours, fun around every corner, energy to chase your dreams, joy to fill your holidays!” – D.M. Dellinger

And let's not forget, the wisdom and passion to do what is right for the oceans and the planet.

Happy Holidays!

Richard Theiss
RTSea Blog
RTSea Productions

Science and Media Communications: turning data into enlightenment, Part 3 of 3

"Data for data itself is not very powerful. When data turns into information, it's very powerful. But if it only has a limited audience then it has a limited effect. And so, you have to get that information to the people that make decisions." - Ed Cassano, CEO, InMER.org

To implement a media communications plan to support any scientific research project, it must be considered a vital component of the project, not an afterthought. It needs to be included in the early planning stages - hypothesis, methodology, logistics, analysis, and media communications. Depending on the nature of the project and the type of communication plan chosen, documentation and distribution of information could be ongoing throughout, as opposed to a "now that we're done, let's talk about it" approach. This could entail press releases, blog postings, or several other communication channels that can provide expedition updates.

Does this tack pose the hazard of discussing results prematurely, letting the cat out of the bag as it were? Not necessarily. A lot depends on how the communiques are fashioned and how true to scientific objectivity the project is trying to maintain. In any event, whether communication is distributed during the project or not, it must at least be involved from the get go to insure that all appropriate documentation takes place for future use.

Establishing a New Paradigm
Realistically, some media communication strategies would be less robust than others based on the specifics of the project. A study of, say, oceanic temperature variations throughout the Arctic over an extended historical period may relate to broader themes and issues than a project devoted to the migration patterns of one particular species of insect along the Arctic border. The former could more easily connect with an audience on the larger issue of global warming than perhaps the latter.

For research that has a more narrow or specific focus, cooperative consolidation with other researchers can help in bringing together similar or related data that can then be communicated under a unified topic or issue. However, this requires a new paradigm shift in thinking for many researchers and their supporting academic institutions. A protective, insular attitude often exists regarding research sites and data to insure maximum credit and attention is paid to those who have worked so hard to either conduct or fund a particular research project.

Given the types of limited communication strategies that have existed in the past (typically, a published paper followed by a press release and perhaps a lecture or two), these kind of self-centered attitudes are understandable but not productive when one considers the broader, global effects that the data can have in addressing critically important ecological issues. With cooperative consolidation, combined with a more proactive media communication plan, a greater good is served at a time when it is most needed and equal credit can be bestowed on all of the participants, from which all will benefit.

When I have spoken with scientists and researchers about this new paradigm, their enthusiasm becomes palpable. You can see the spark that originally ignited their love for exploration and scientific study suddenly burn bright again. But it can be fleeting. "Sounds great but that's not how the system works." "It's what we should be doing but our university just won't go for it." The challenge is in finding and supporting those who will be the drivers, the leaders, of this new way of thinking.

Bucking the System
Change will need to come from the top down. Whether demanding more effective, proactive media communication and outreach strategies or reshaping the system through cooperative consolidation, those who will change the system will be the ones at the top of the pyramid - in many cases, that means the funding sources.

As a media communications consultant and filmmaker, I am more than prepared and willing to assist any organization in reaching broader audiences. However, truth be told, my position is near the bottom of that pyramid. My interests are both global and self-serving and I am a support member to the project team, albeit one with unique expertise. The scientists or researchers are farther up the pyramid, with much greater influence, but they have others to answer to who may be less willing to change established protocol.

Change will come from those who greenlight these projects, whether it's private foundations, universities, investors, or government agencies. The National Science Foundation (NSF), one of the leading sources of scientific research funding in the United States, now requires an outreach component in all grant proposals submitted for consideration. Coming from a major government-supported funder of research projects, this is a significant step.

Some of the major NGOs (non-governmental organizations) - like Conservation International, Oceana, WildAid, and others - are making great strides in combining scientific research projects with their own fund-raising operations and international outreach efforts. Seaweb directs their specific resources towards issuing newsletters that include collections of abstracts from published scientific studies - although not "translated" for the general populace, imagine receiving 25 to 35 abstracts on, say, climate change or commercial fisheries each and every month. Would these issues be less questioned if the information was proactively disseminated?

We could very well be on the cusp of a major change in expectations from funding agencies. With media communication strategies designed to reach greater audiences, supporters of scientific research will benefit from increased return on investment (ROI), to borrow a term from the business world.

And why shouldn't they? In today's world of limited economic resources, funders are willing to invest more in projects that will further educate target audiences, generate more quantitative and qualitative results (like shifts in public opinion or changes in government or international policy), and bring greater recognition to the supporting organization itself. They expect more than a published paper that ultimately collects dust on a shelf. With ecological and environmental issues pressing down on us, the stakes are too high to demand anything less.

Scientific Research - Time to Reach Out
Having been scuba diving for over 25 years, I have seen the decline in marine habitats, both locally and worldwide. Working in television commercial production and corporate marketing communications for several decades, I came to appreciate the power of the message in reaching a variety of audiences.

Now, as I focus on conservation issues at this stage of my life, deep down in my own personal, ideal world, I visualize a future where messages on coral reef protection share digital signage space with sales at Bloomingdale's at the local shopping mall; where protection of our natural resources is as much a part of our day-to-day psyche as is pondering what we shall have for dinner. A fanciful dream perhaps, but there is no time like the present for science to begin moving in that direction. And media communications can help do that.

Media communications can:

• Reach those who can/should demonstrate change through personal awareness
• Bring forth issues to policy- and decision-makers for direct action
• Provide exposure which can open doors to other research opportunities
• Generate a better qualitative return to facilitate future funding

Throughout history, science has often lead the way in innovation and advancement, but today the world is faced with serious issues that require comprehension and consensus among peoples, their leaders, and their economic interests. Science can provide many of the answers to these pressing issues. However, to do that requires information - ready available, understandable information.

About the author: As media producer, filmmaker, and marcomm consultant, Richard Theiss has provided high definition images for broadcast networks and non-profits in addition to developing and implementing marketing strategies for multi-billion dollar corporations. From sweeping Arctic vistas to pensive human interaction to the power of the great white shark, Richard Theiss/RTSea adheres to the principle of "Making the Message Matter."

Science and Media Communications: turning data into enlightment - Part 2 of 3

Developing a Strategy
There are many pieces to a media communications strategy and no two plans are alike. Though there can be a methodical process to building it, the end result should be unique to each project. A good starting point is to explore three fundamental and interdependent questions: what you want to say, how you want to say it, and to whom?

The first question we'll explore in more detail shortly. "How you want to say it" opens the door to a vast array of communication vehicles at your disposal. Besides the traditional academic paper, there are solicited or self-written articles for non-academic publications, summary brochures or booklets, press releases, media opportunity announcements, educational curriculum materials, books, direct mail, email, informational websites, blogs, and many, many more. And that's just in the print medium.

Then there are the visual arts: photographs, slide/"powerpoint" presentations, lectures/speaking engagements, videos/films - either for broadcast, online, or DVD/download distribution, PSAs (public service announcements), webcasts and podcasts, retail digital and outdoor signage and, again, many more. Combined with other high-tech distribution methodologies and outlets, there is a seemingly endless number of avenues to pursue.

But you can't have it all. Some of the determining factors in narrowing down the field to the most appropriate communication channels can be resources (the almighty dollar), time, and even the participants themselves. Is the project best served by having the project members before the camera, before live audiences? Can they be another Carl Sagan? Or should there be qualified stand-ins or representatives; or should the data simply speak for itself?

Tied in very closely with all of this is the question of to whom you want to say it. Basically, who it is you are trying to reach. In the business world, this is referred to as identifying your markets. A company considers the best way to reach its different market segments - and a scientific research group developing an outreach program would be doing the exact same thing. Do you wish to reach politicians and other policy- or decision-makers? Adults? Men or women? School kids? Younger children? National or international audiences, particularly ones with different or even opposing cultural perspectives? Even if your decision was to reach all of the above, careful consideration must be given as to how best to speak to each group.

Data Translation: What did he just say?
"In polar bear plasma samples no binding of [125I]-T4 to TTR was observed after incubation and PAGE separation. Incubation of the plasma samples with [14C]-4-OH-CB107, a compound with a higher binding affinity to TTR than the endogenous ligand T4 resulted in competitive binding as proven by the appearance of a radio labeled TTR peak in the gel. Plasma incubation with T4 up to 1 mM, a concentration that is not physiologically relevant anymore did not result in any visible competition." - excerpt from a study abstract.

What you want to say usually requires translation. The language of science can be precise and detailed. It can also be obscure and arcane to a non-scientific audience. A media communication strategy succeeds only when it is able to relay a message, a story, to a particular group of people on a level that can be easily understood and appreciated.

However, this does not mean that one must appeal to a lowest common denominator, to "dumb it down" as it were. An effective translation is, in a sense, not a vertical exercise but a horizontal one. You are sidestepping from one language to another. I never underestimate the capacity of any audience to grasp complex subjects. The difference is in the steps one takes to lead the audience to the conclusion you want them to comprehend.

There are exercises that I take a client through to distill the data down to an easily understood message. While which exercise I choose may depend on the nature of the project or the people I am working with, all have a common trait: they are simple but repetitive, running the data through a linguistic filter over and over again until you are left with just the valuable nuggets of information.

Often, the desired message is one that is relevant to the audience, impacting their lives and provoking some sort of response or action. In advertising, this is the "call to action" - what gets someone off of the couch to order the chrome-plated swizzle stick and deep fryer combo shown on TV. But it must never be deceptive or misleading (as can be the case in some advertising). This is critically important. The data depended on scientific accuracy and precision; a successful message depends on credibility and integrity.

It is important that any scientist or group of scientists, who wish to enlist the aid of a media communications specialist, have a good working relationship and a clear understanding with their media counterpart. Veteran nature film producer Chris Palmer described it in his book, Shooting in the Wild, when discussing ethical film making, "It's important to choose partners carefully. Before they begin, the parties need to agree on both the goals of the project and the most ethical way to accomplish them. If a film tells a scientist's story well, it's easier for that researcher to find funding for further study and to cultivate a scientifically literate public."

Three Message Goals
Often when the data has environmental or ecological significance, a good message can be derived by focusing on three sequential goals: issues, implications, and solutions.

The media communications expert works with the scientific team in translating the data and its results into clearly defined issues. What is at stake here? What does this mean to the audience we are addressing? One might think that it would be fairly obvious and easy to glean from the research, and most of the time it is. However, there are situations where the data is so observational, it takes time to define the conclusions that will resonate with a non-scientific audience.

Issues lead to implications. This is where the message, in essence, becomes personal. One of the best ways to get the attention of any group is to show how an issue will effect them personally. For the most part, mankind is a pretty self-centered species. And conservation or environmental issues can seem remote or obscure until the implications to our day-to-day lives can be shown. Research can often identify a cause and effect - that's the issue. But in that complex puzzle we call nature, one effect often cascades into another and another; and from there implications can be ascertained. Part of the success of Vice President Al Gore's slide show presentations and subsequent documentary, An Inconvenient Truth, was his ability to take the data and present it as issues and then implications, many of which jarred the viewer into realizing the seriousness of global warming.

Providing solutions is where the call to action comes into full force. Without solutions, the message then is driving the audience right into a brick wall: What are we to do? What should our political or business leaders be doing? How can I help? The solutions can be specific, directed towards individual or governmental action, or they may simply infer a direction for others to pursue. In any case, providing solutions is as equally important as presenting the problem.

In the opening passage to this article (Part 1), the importance of a message's issues, implications, and solutions was expressed, ". . . unsure of ourselves without a clear understanding of what is happening and what is at stake. But science can illuminate the future of this planet."

What is happening: issues. What is at stake: implications. Science can illuminate: solutions. Three fundamental components to an effective media communications strategy.

Part 3: Implementation and a new science paradigm

Science and Media Communications: turning data into enlightenment - Part 1 of 3

Mankind stands at the edge of a dark night. Faced with enormous environmental and ecological challenges, we hesitate to take a first step, unsure of ourselves without a clear understanding of what is happening and what is at stake. But science can illuminate the future of this planet.

We ask a lot of science. It has done everything from having given us better-tasting ice cream to the hydrogen bomb. It has answered fundamental questions about the existence of the universe and shown us how to hold up our pants with Velcro. And now we seek solutions to environmental problems - mostly of our own making - that threaten the survival of thousands of species, including us.

In a world where communication can be near instantaneous and pervasive, we look for guidance to make the right decisions that can insure a future for this planet. We are looking for subject matter experts who can speak to us - simply and effectively - and science has been doing its best.

But it is just the tip of the iceberg. Science is not doing enough.

In the years that I have spent as a nature filmmaker and media producer, I have come to find that there is an enormous amount of data being generated from countless research projects, expeditions, and studies that is not reaching the people. It's not reaching the policy- and decision-makers. It is not having the impact on the future of this planet as it should.

To a large extant, this is understandable. Scientists, researchers, and academics spend years developing the skills to study, hypothesize, and analyze. They are trained to make science but not necessarily to sell it. To effectively communicate in today's world requires scientists and researchers to consider an additional discipline to their work, one that understandably may not be a part of their background or comfort level: Media Communications.

Media Communications
The techniques of communicating effectively to a general or targeted audience by utilizing today's available technologies that best transmit a message, generate a response, and invoke action.

This is an exciting time for media communications. The ability to reach people through a variety of communication mediums or formats is literally exploding. But to do it successfully requires strategic planning. One must examine what it is being communicated and then match the appropriate audience with the right communication vehicles to maximize the power of the message. Media communications itself is part science, part art form. And it requires an experienced hand to formulate, execute, and manage an ongoing, dynamic plan.

To demand this expertise of the scientist or researcher is not fair. After all, there are people who devote entire careers to media communications. After having spent over a dozen years in television commercial production, I migrated into corporation communications and marketing. I had seen the power of the visual image in delivering a message and then spent a decade dealing with the full range of message delivery through print, word-of-mouth, visual and audio broadcast and, of course, the ubiquitous Internet.

With the issues facing the world today, the old formula of writing a paper for publication in a scientific or academic journal, followed by a press release from the supporting university or research organization, is becoming wholly inadequate. In fact, as important as it is to the scientists involved or however much it adds to the prestige of the supporting organization, it actually is doing a disservice - it is shortchanging the potential of that research to really make a difference. And that's what is at stake here: making a difference in the future of planet Earth.

Being Proactive
To say the Internet has become quite a game-changer for message delivery is indeed a gross understatement. From websites to videos to blogs, there is a mind-boggling amount of information awaiting the curious user at the end of a few keyboard clicks. And many academic and research organizations have done what they can to take advantage of this medium with informational websites and videos that document their research or illustrate the results. This is a good step forward, but its one weakness is that it is not necessarily a proactive step.

To consciously and deliberately bring information to a specific audience, one must be proactive and the Internet does not lend itself to a proactive approach. Fundamentally, it depends on the user to be seeking the information. The user either searches for the information via search engines like Google, Bing, Ask or others, or the information is compiled for them by complex search algorithms (like suggested YouTube videos or products on eBay).

Word of mouth plays a significant role in information delivery on the Internet. The "viral" effect that can bestow a YouTube video with millions of hits within a short period of time is definitely a plus. However, it is more in the hands of others and less of your own making.

Now, none of this is meant to imply that one should disregard the Internet. To the contrary, it is an absolutely vital component of a comprehensive media communications strategy. Its effectiveness can be enhanced by carefully selected keywords or a more traditional promotional approach through the use of banner ads - all designed to nudge the user in your direction.

However, overall, it is more of a "pull" rather than "push" delivery system, and a complete media communications battle plan must have proactive initiatives that bring the information to those who need it most. Someone who is interested in, say, ocean acidification can find a lot of information on the web, but how do we reach the person who, at this moment, is completely oblivious to the issue? How do we get this information in front of a politician or governmental regulatory body? Do we wait for them to ask or do we find ways to bring to their attention?

Part 2: Steps to building a media comm strategy

Filmmaker's Journal: off to the Sea of Cortez

There's no Friday night partying this week; it's off to bed for an early call tomorrow as I head to the Sea of Cortez for a two-week film assignment. I will be joined by Scott Cassell of Undersea Voyager Project as we travel to Baja, Mexico's Bahia De Los Angeles. Hopefully, I will have internet access so that I can post some news and updates while on location.

In the meantime, be sure to watch the developments coming from the CITES conference which begins tomorrow (3/13) and runs through the 25th. I'm sure there will news updates and press releases on the CITES web site. Stay tuned - there are a lot of important proposals regarding threatened or endangered species.

Hasta la vista!

Facts Aren't Always Enough: social research shows people persuaded by values over truth

Interesting article by Bryan nelson in Mother Nature Network on how research in social/cultural science can help anticipate people's reactions, positive or negative, to factual science. In other words, rather than presenting facts and expecting the obvious rationale of those facts (obvious to the person presenting the information, that is) to convince all, one must consider more deeply the cultural attitudes the listener brings to his/her thought process.

'"People tend to conform their factual beliefs to ones that are consistent with their cultural outlook, their world view,' [says] social scientist Don Braman told National Public Radio. Braman is a scholar at George Washington University and part of The Cultural Cognition Project, which has been conducting experiments about how individuals interpret facts differently."

The article says this cultural effect has played into how some people have accepted or rejected information amount climate change, that it is all filtered through their own perspective no matter how incontrovertible the facts are.

"For instance, people labeled in the 'individualistic' group [a study group that embraced technology, authority, and free enterprise] tended to favor nuclear power as a viable solution to the energy crisis. When they were given a report which offered nuclear power as a solution to the climate crisis, they were more likely to consider global warming a serious problem. On the other hand, since 'communitarians' [the study group that was suspicious of technology, authority, and free enterprise] distrusted nuclear power, they were less likely to see global warming as a concern when nuclear power was the only proposed solution. In other words, both groups evaluated the issue of global warming differently depending on previously held beliefs."

While the article's focus was on applying cultural science to the issue of climate change, it can easily be applied to other ecological issues. I, for one, advocate the potential for aquaculture because I have positive attitudes about technology (that it can help address the environmental challenges that aquaculture faces) and because I choose to eat as little wild-caught fish as possible (therefore I am more receptive to the idea of open-water fisheries being eliminated in favor of aquaculture). Someone more skeptical of technology or more dependent on fisheries might have a different reaction to facts regarding the potential of aquaculture.

In some respects, it's not that hard to figure out. As someone who has spent years in the marketing communications field, I know how important it is to know your audience and to be aware that perception, not necessarily facts, can be reality. This is something that many scientists, who follow a more black and white approach where facts are facts, often have difficulty with if they are faced with seeking buy-in by the general public or decision makers. This is one of the areas that I address when providing media communications consulting and related services to research groups and NGOs.

Read entire Mother Nature Network article.

Global Shark Diving: from Fiji to around the world, different strokes for different sharks

An article that ran in the New York Times on shark diving in Fiji has been making the rounds of several of the shark-related blogs, not because the article is some scathing expose but because it is a well-balanced look at shark eco-tourism as practiced at Beqa Adventure Divers.

What caught my attention was how the article, in a broad sense, highlighted the fact that shark eco-tourism (or shark diving, if you like) is a varied activity - something that proponents, and even opponents, need to keep in mind when discussing it. Unfortunately, it often is generalized under one heading: "You've gotta be crazy." But there's much more to it than that.

When discussing shark eco-tourism you have to consider the location, the species of shark involved, and the methods involved.

Location:
Shark diving should only take place in areas where there are recognized or resident populations of sharks. The anti-shark furor that occurred in Oahu several months back was initiated because someone wanted to start an operation in an area not known for sharks but highly populated by recreational beach goers. Bad business move.

In Fiji, the shark diving operations work in areas where the reefs are healthy and protected from overfishing (ie: a healthy reef includes resident sharks as part of a balanced marine ecosystem) and the boats keep an eye out to preserve what is a valuable source of tourism revenue for the islands.

Shark Species:
Great whites, tigers, lemons, bulls, Caribbean reef, Galapagos, whale, and many more species have been the center of attention with different operators around the globe. But each species has its own behavior, it's own level of interest or disinterest in the participants; and so each species requires its own set of protocols so as not to endanger the shark or the diver.

In Fiji, there are large groups of various reef sharks that can be active and put on quite a "show", but at deeper depths, bull sharks require more specific handling. And the great white sharks, that I have spent so much time with, require close attention not so much because of their size but their curiosity.

Methodology:
So, because of various behaviors presented by different species, the methods by which divers can be safely exposed to these animals can also vary. From open water experiences to using chain mail suits to working within a cage - these decisions must be carefully considered to insure both the most educational and enlightening experience while also being the safest for the divers.

And there must be consideration as to any adverse or disruptive behavioral impact on the sharks and their surroundings. To date, the available research seems to indicate that, if carried out responsibly, there is, at worst, only a temporary effect on the shark's conditioning behavior and that there is nothing that indicates negative changes in their natural feeding or migratory behaviors.

Shark eco-tourism can be an effective way to communicate the importance of shark conservation whether to a specific audience of participants or to a non-participating public at large - if it is done right. And it must be done right because shark diving doesn't fly under the radar of media scrutiny.

Congrats to Beqa Adventure Divers for some well-deserved and balanced media coverage. One of these days, I'll get back to Fiji and you guys can introduce me to some of your sharky friends!

Read NY Times article.

The Scientific Community: take a greater responsibility to get the word out

David Schiffman of the Why Sharks Matter/Country Fried Science blog has written a great post that I wholeheartedly agree with. It basically has to do with the scientific community taking a more proactive approach to the dissemination of their research, not relegating it to dusty library shelves and scientific journals. So many environmental and conservation issues are debated and disputed today but there is a tremendous amount of supportive data that the public and policymakers never hear about. However, it's understandable; media communications is not something that the scientific community is particularly knowledgeable or comfortable with. But that's where someone like me steps in.

After having had the opportunity to work with several conservation and research groups, I am focusing more efforts this year on connecting with the scientific and research community to help get the word out. Not only just documenting their projects, studies, or expeditions, but developing media communication strategies (calling on my background as a marketing communications exec) to help translate their work into personally relevant information for the masses. (BTW: I'm always looking for leads to making more contacts.)

The world is being faced with many problems for which science can provide the answers. However, the policy makers and the public must be lead to those answers. Like it or not, the scientific community has a new responsibility and they must step up to the plate.

Kudos, David. Here's his post:

If you want something done right, do it yourself

2010 January 13

tags: #scio10, science media, scientist advocate, shark scientist

by whysharksmatter

Shark scientists need to actively educate the public about sharks

Many scientists believe that advocacy is not our proper role. They claim that scientists should instead focus on gathering data and solving scientific problems, and should leave advocacy to others. According to some, publicly advocating a position runs the risk of discrediting a scientist, discrediting a discovery and possibly even discrediting science itself. While I respect the opinions and concerns of my peers, I strongly disagree with them. At least with respect to my discipline of shark conservation biology, our worthy goals are doomed to failure without scientist-advocates.

According to a science-purist, discoveries should be published in a peer-reviewed scientific journal and discussed at scientific conferences with peers, and this is the extent of the role of a scientist. If the work is “important”, the media will cover it, conservation organizations will advocate for it, and politicians will make relevant policy. Such an attitude is well intentioned, but old-fashioned and potentially catastrophic to the cause of conservation.

Let’s consider the scientific discipline of shark conservation biology. The public, who all scientists ultimately work for and on behalf of, are not predisposed to believe that sharks are important and worthy of conservation. Many believe that sharks represent a threat to human beings, and that “the only good shark is a dead shark”. The reality is that sharks do not represent a threat to people, and that due to some sharks’ role as ecosystem regulators, sharks are economically and ecologically very important. Though many aren’t aware of it yet, the average American is better off with sharks than without sharks.

How shall we let this message disseminate to the public? Should we merely publish it in peer-reviewed scientific journals and discuss it with colleagues at scientific conferences, all the while hoping that the media will report on it, conservation NGO’s will advocate for it, and politicians will make relevant policy? If the fact that after decades of scientific papers on the subject, the general public has no idea doesn’t convince you, allow me to explain in detail why this view of science simply doesn’t work.

1) The Media. With all due respect to the hard-working and bright members of the American media, most simply don’t understand science very well (there are exceptions, such as John Fleck of the Albuquerque Journal). In fact, the general lack of science knowledge among the media is one reason why some scientists are leery of being interviewed by journalists at all- their research is often completely misconstrued. This is true of science in general, and it’s particularly true of shark science. There is an enormous bias in today’s media towards selling newspapers. “Shark attacks person” sells newspapers, while “sharks really aren’t that dangerous statistically, and they’re actually pretty important” does not. Examine this case study of damaging shark media coverage. Even on the rare occasions when the author says something shark-friendly like “sharks may be more afraid of us than we are of them”, they follow it with something like “sharks have been observed spitting out human flesh after biting it off”. Even media outlets that are supposedly pro-conservation such as the Discovery Channel aren’t immune to the “shark attacks sell, conservation doesn’t” trend, as evidenced by this year’s Shark Week. We simply cannot trust the media to accurately report scientifically discoveries in this field.

The science news cycle, from PhD comics

2) Conservation organizations. There are some excellent conservation organizations out there that benefit sharks, such as WildAid, Oceana, the Save Our Seas Foundation, and Iemanya Oceanica. These organizations read scientific papers, educate the public, and lobby lawmakers just as the science purists believe should happen, and they have had some successes. There are also extremist conservation organizations out there that read scientific papers and decide that the only way to make things right is through violence. In addition to not helping animals at all, these extremist organizations undermine the public’s trust in conservation (and sometimes even in science). The only thing that such organizations are good at is generating headlines (which, I suppose, is another problem with the media). There have been many times when I’ve spoken to members of the general public about the need to save sharks and someone has said something like “Are you one of those people who attacks poor fisherman just trying to make a living for the sake of saving an animal?” Violent extremism in the name of protecting the environment is unacceptable both morally and because it makes it harder for legitimate conservation organizations to do their job. While I will continue to support the work of legitimate conservation organizations, I fear that after the actions of a few bad apples, many members of the general public will never trust environmental groups of any kind again. Conservation organizations are an important piece of the puzzle but they will never be the entire solution.

3) Politicians. I shouldn’t really have to explain why scientists shouldn’t rely on politicians to make scientifically valid decisions. Few have any training in science, and most (in both parties) are so indebted to special interest groups that they really don’t care what the truth is if it conflicts with their chances of getting re-elected. Even our much-celebrated new President hasn’t impressed me much in this regard (see this old but still largely accurate review of his policies). Ultimately, politicians are useful because only they can make the important policy changes required to make the conservation movement’s goals a reality. However, they won’t do this unless there is overwhelming support from the public- the kind of support that merely publishing papers and speaking at conferences cannot possibly generate.

What should we do? I hope I’ve convinced you that at least in my little corner of science, the viewpoint of the science-purist simply doesn’t work. I believe that in order to accomplish the goals of shark conservation, scientists need to take an active role in educating the public, controlling the message the media distributes, and advising politicians.

Personally, I speak to the public both at formal speaking engagements and in informal settings. I’ve already given a lecture on this subject to undergraduates at two top universities (Duke and Yale), and plans are in the works to speak at several more this year. I am also negotiating with local schools, community centers, and churches with the goal of reaching as many people as possible. I also talk to people about sharks whenever possible, and I can attest that my family, my barber, and everyone I’ve sat next to on an airplane is now a committed shark conservationist. The overwhelming majority of these people would never read a scientific journal or attend a scientific conference, and we absolutely need their support to get any kind of meaningful policy passed.

Shark scientists such as Dr. George Burgess of the International Shark Attack File have long been ahead of the curve with respect to scientists interacting with the media- almost every time I see a national news story about a shark attack, it includes an interview with him explaining that shark attacks are relatively rare. Still, we need to do more. I was recently interviewed for the College of Charleston newspaper about shark conservation, and both people who read the article probably learned something about the importance of sharks. Other shark scientists need to do the same thing (though ideally in more widely-read publications). We need to get the word out there to the general public, and while nothing is as effective as face-to-face conversations, the media can reach more people.

As for my colleagues concerns about how advocacy can discredit science… they are absolutely correct. That’s why science advocates need to be very careful that absolutely everything they say represents the best scientific evidence available. Recently, I asked people if I should change an incorrect shark conservation fact that I had previously written in blog posts, and after some discussion, I decided to do just that. I take my responsibility as a representative of science very seriously and I work hard to ensure that everything I tell the public represents the most accurate information that the scientific community has. When the public hears from a scientist-advocate, they need to know that they are hearing the capital-t Truth and not the bias sometimes associated with conservation organizations.

If scientist-advocates are careful to ensure that they provide the best information available to the scientific community and that they don’t let their own biases interfere, scientist-advocates can accomplish much more than science-purists.

While I have used my own scientific discipline as an example, I really believe that these principles apply to any field within conservation biology, environmental science, and fisheries.

As always, friends, I welcome a lively discussion of the issues I have raised.

~WhySharksMatter

Today's Adventurers: evolving from daredevil to enlightenment

Over the past few years, I have been fortunate to conduct speaking engagements with many ocean-conservation minded institutions regarding great white sharks, shark conservation, and shark ecotourism. Sometimes it entails a screening of my white shark documentary, Island of the Great White Shark, other times it's sharks in general and their related issues. Whether speaking to adults or children, there is always a fascination with sharks but also some progress is made in making people aware of what is threatening these important predators.

Tonight, I have been invited to speak to the Los Angeles Adventurers Club, an interesting group that wants to know what it is like getting up close with the magnificent great white shark. Of course, I will have some interesting stories to tell but I hope they won't be disappointed when I begin to deflate the monster image of this animal and also turn their attention away from the adventure thrill-seeking persona of what I do to the more important work of research and conservation.

Being an adventurer today has certainly changed from the "climb it because it's there" mentality of the past. It's an evolution taking place, and the idea of breaking records or simply challenging yourself in some extreme fashion without deriving some environmental or ecological benefit is slowly vanishing. Today, if we travel deep into the ocean or high into the atmosphere, it should be done to learn more about this amazing planet we live on. The devil-may-care adventurer has given way to the wide-eyed explorer who is searching for knowledge to benefit the planet and, in so doing, ourselves.

Whether we like or not, the fate of the oceans and the earth have come to that. We owe it to ourselves, our children, and the many generations to come.

White Sharks at Isla Guadalupe: Mexican media to promote conservation

Just returned from a successful assignment filming white sharks at Isla Guadalupe, Baja, Mexico. Isla Guadalupe has become a critical site for white shark research because of its ideal visibility and calm waters (most of the time) and because of the number of white sharks (70 to 100 est.) that migrate to the island in the fall months.

Ecotourism operators and marine researchers work hand-in-hand so that we can learn more about these magnificent predators. I was working with Wild Coast, an ocean conservation group serving the Hispanic market, and Televisa S.A., and Telemundo. All of these organizations are working to make the Spanish-speaking populace more aware of the natural resources that Mexico has within its waters and its borders. To promote shark conservation, they are advocating ecotourism to government agencies and decision-makers, so that village economies can benefit from business models based on living sharks rather than dead ones.

On this particular trip, half of the boat, the Horizon from San Diego, were paying ecotourists from SharkDiver, and the rest were various representatives of Wild Coast and the two Hispanic broadcasting companies. The sharks, primarily males at this earlier point in the season, were numerous and "frisky." We saw some interesting behaviors like "parallel swimming," where two sharks uncharacteristically swim side-by-side. White sharks are not known for extensive social behavior, so it was a treat to see these two male sharks checking each other out to see who is the "top dog."
I came away with a lot of footage that hopefully Wild Coast and the broadcasters will put to good use in making Mexico and, indeed, all of Latin America more aware as to the important ocean treasures it has within its borders - whether it's white sharks, hammerheads, whales sharks, or humpbacks - and what it needs to do to insure their continued survival.

White Shark Film To Screen At State Capitol: CA Assembly invited to "Island of the Great White Shark"

Press Release issued today:

FOR IMMEDIATE RELEASE

CALIFORNIA ASSEMBLYMEMBERS SPONSOR SCREENING OF

ISLAND OF THE GREAT WHITE SHARK AT STATE CAPITOL

Invited legislators will see accurate portrayal of vital ocean

predator and hear discussion of its importance to the state

Sacramento, California, August 18, 2009 – California Assemblymembers Nathan Fletcher (R, 75th Assembly District) and Jared Huffman (D, 6th Assembly District) will be sponsoring a special screening/discussion of RTSea Productions’ Island of the Great White Shark for invited members of the State Assembly and Senate on Wednesday August 19, 2009 at the State Capitol. The award-winning documentary film is a comprehensive look at the great white sharks of Isla Guadalupe, Baja, exploring the true nature of these critically important animals and the ongoing scientific research intended to secure their survival. Following the screening, RTSea filmmaker Richard Theiss, world-renown shark expert Dr. Peter Klimley from UC Davis, and eco-tourism operator Greg Grivetto from Horizon Charters, will discuss and field questions about the film, the important conservation and eco-tourism issues facing these ocean predators, and what the future of these animals means to California.

“These are absolutely magnificent creatures living on a razor’s edge of possible extinction. And there are some very dedicated people working tirelessly to prevent that. This is a story that needed to be told because their fate can have an impact on California, ranging from tourism and fishery economies to fragile marine ecosystems,” says Richard Theiss, RTSea Productions, executive producer and cinematographer.

Theiss has filmed the great white sharks that migrate in the fall to Isla Guadalupe for over five years. During that time, he not only completed the documentary, Island of the Great White Shark, but also became aware of the plight of these ocean predators and how their future is tied to environmental, conservation, and tourism issues between both California and Mexico. Relying on assistance from Dominique Cano-Stoco, Associate Director of Government Relations, UC San Diego, initial contact with several California legislators proved there was positive interest regarding the issues, which has led to Assemblymembers Fletcher and Huffman taking an active role in arranging this screening/discussion in addition to proposing other measures.

“Of all the animals in our planet, sharks are among the most recognizable, yet they remain remarkably misunderstood. Island of the Great White Sharks packages a message of science education and ocean conservation inside quality entertainment and cinematography. As an outdoorsman and as a surfer in particular, I appreciate that this film shows the truth—that sharks are critical players in maintaining balance in our marine ecosystems. The cause of conservation is important, and I am happy to use this event to encourage continued learning about these iconic creatures and smart steps to protect their place in our world,” said Assemblymember Nathan Fletcher.

"This film illustrates the importance of international cooperation in wildlife conservation, including the need for better understanding and appreciation of the vital role this unique species plays in the ocean ecosystem. Wildlife conservation and eco-tourism are also major contributors to California's economy, and for that and many other reasons deserve our support and encouragement, said Assemblymember Jared Huffman."

Following on the hype and hysteria of Discovery Channel’s annual Shark Week television programming, this event plans to present the facts regarding a critically important and highly misunderstood shark. The film highlights the value of shark eco-tourism and the importance of conservation, while the discussion will bring out the need for cooperation between California and Mexico’s regulatory agencies involved with eco-tourism, research, wildlife conservation and protection of threatened species.

The screening and follow up discussion will take place in Room 126 of the State Capitol from 5:30 p.m. to 7:30 p.m. Those wishing to attend or to arrange interviews with the participants should contact Heather Koszka in Assemblyman Fletcher’s office at 916-319-2075.

About RTSea Productions

RTSea Productions, based in Irvine, California, (www.rtsea.com) is dedicated to capturing nature and underwater images that will impress and move viewers to preserve and protect our precious natural resources – above and below the waves. RTSea has provided footage for National Geographic, Discovery, Animal Planet, Google Earth, Aquarium of the Pacific, and others.

# # #

Surviving Shark Week: a mixed bag of response

Well, the screams have subsided and the water is once again calm as Discovery Channel's Shark Week comes to a close. Discovery pulled out all the stops this year with their promotional campaigns, using the Internet in particular to target their key markets.

The emphasis was clearly on shark attacks and the fear factor, probably more so than at any time in the 20+ year history of this programming phenomenon. To many, they clearly went over the top with more over-sensationalism and, in some case, fabrication than has been seen ever. And they will probably have substantial ratings numbers to justify their approach unfortunately.

But there has been some important blowback and not just from the diehard shark advocates that you would expect. No, there has been critical reviews from the New York Times, comedian/commentator Stephen Colbert, and others including Advertising Age (an important one because this can represent advertiser sentiment for next season; and advertising pays the bills).

So in the end, Shark Week 2009 could be a mixed bag: high ratings but some strong criticism that can reflect on the Discovery brand. Will there be a change in strategy next year? I suspect not away from the basic fascination/fear factor that the majority of the general public has regarding sharks. But intelligence, conservation, and well-thought out science can still mix with drama and mystery to produce exciting programming for viewers of all ages.

Shark Week certainly does pique interest; Amazon sales of my documentary, Island of the Great White Shark, rose this week as I am sure did many other shark-related DVDs. On another note, on the 19th of this month, there will be a special screening/discussion of Island of the Great White Shark for the California Legislative Assembly - an interesting follow up to Shark Week. There will be more details/press about this event coming soon.

Island of the Great White Shark: an alternative to this week's shark hype

This week there will be a lot of attention in the television media placed on Discovery Channel's Shark Week - an annual event that brings in some 30 million viewers. A lot of attention is placed on shark-human interactions (aka: shark attacks) which, for good or for bad, has a lot of audience appeal.

So, let me throw out a piece of "alternative programming" in the form of a shameless plug: Island of the Great White Shark. This documentary, which RTSea filmed and produced and was released at the end of 2007, is the first comprehensive look at the great white sharks of Isla Guadalupe, Baja. It delivers an accurate portrayal of these powerful but cautious predators and also details the working relationship between shark eco-tourism operators and dedicated shark researchers.

The film also presents the important issues of conservation - not only at Isla Guadalupe where the shark diving boats act as watchguards over the white sharks that migrate there in the fall months, but the need for conservation of all sharks worldwide.



I find myself coming back to Isla Guadalupe on assignment year after year and I am honored to have additional white shark footage on Google Earth (zoom in on the northeast side of the island). Although sharks are not the only film subject I have worked with, they do seem to hold a special interest with viewers and conservationists as well.

So, for those who would like some facts mixed in with their sensational shark coffee this week, check out Island of the Great White Shark.

See more at RTSea's YouTube channel: RTSeaTV.

Filmmaker's Journal: why I do what I do

Being involved in nature documentary filmmaking seems to catch people's attention, so I often get asked the how's and why's of what I do. Well, regarding the "how," I suppose it's part deliberate strategy and part serendipity.

For the "why", after years in the television commercial and motion picture field, with a little detour into corporate media communications (yes, I even wore a tie), I decided that I wanted to do something with my skills that was more socially relevant and would better speak to my personal passions. So here I am.

I recently was interviewed by a local public radio station on a show that focused on life after your college degree. Here's an excerpt where I talk about the importance of nature documentaries:



And to be honest, it can be a lot of work but a lot of fun. Life is great but when I'm not shooting, life is just a little less great than I'd like it to be.

Find your passion. And hopefully, in some way big or small, it will benefit us all.