On behalf of George Marshall, who has offered this comment:
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George here. I entirely agree, it is essential that we understand and respect the values of the people we are speaking to- indeed, this is very much at the heart of my approach. I think your comments would be very fair if I was speaking to livestock breeders or loggers-remember though, this was an interview conducted in Yale University, so I was speaking to their values.
I'm also strongly of the view that I am not the best person to do the communication- so, much of my work is focused on encouraging and enabling people to speak to their peers. That means that it is livestock breeders talking to livestock breeders. It sounds self-evident, but this requires a very different approach for environmental communicators. Rather than being the communicator, they are the facilitator of a discussion, and they are using their skills and expertise to support others.