Having the skills and tools to adeptly work with the news media and interact with Congressional staff and various audiences is critical to effective public outreach and communications and can often determine the success or failure of a controversial resource issue. In its totality, the academy provides an overview of Service and Department policies and procedures regarding outreach and communications activities.

More specifically, the goal of the Academy is to develop and support a network of highly skilled communications professionals within the U.S. Fish and Wildlife Service to facilitate building and maintaining public trust through strategic communications and outreach efforts for the purpose of conserving, protecting, and enhancing fish, wildlife, plants, and their habitats for the continuing benefit of the American people.

Course modules focus on media and outreach skills that help participants apply a “win-win” process to their communications efforts. Modules are participant-oriented and include skill-building, application, case studies, exercises, and classroom discussions. The modules Hands-on Outreach Planning, Managing a Crisis, and The Media Interview are advanced communications modules for Service personnel dealing with external audiences such as stakeholders, Members of Congress and the press, and internally with External Affairs, on often highly controversial issues. These modules include the role of trust in establishing and maintaining the credibility of the agency.

• Identify the steps involved in successful outreach efforts;
• Explain the role print, television, and the internet play in media outreach initiatives;
• Demonstrate how to positively portray the Service in an on-camera interview, including contentious and controversial situations;
• Write a letter to the editor or OpEd that will get published; and
• Explain FWS policies and procedures applicable to Congressional communications.