Interpretive Planning - Research Proposal Example

Assessment Item 2- Interpretive planning (Report) Objectives The objective of this report is to help to apply the techniques needed for evaluating and assessing interpretation. To make the report more languid and interesting Two different areas that are totally different in their aims ,objectives, functioning style and management philosophies has been selected .the two arena's being the National Park Agencies , Australia and the internet auction and selling centre, the sensational marketing success of last decade the eBay. The report intends to describe, assess and evaluate the interpretation at both personal and non- personal level. I have intended to discuss my views about the two distinct entities by initially discussing about the .Aims and philosophy of the organization. The main objectives of interpretation for the organizations. The interpretive planning. How effective are the organizations at reaching their interpretive objectives . in the first section, and in the second section, I have intended to chose one main type of interpretive media from each site as brochures and other Media advertisement strategies in NPA and the online ad placing and feed back forum advertisement in eBay ,and so on, and to assess their effectiveness as interpretive media for the public, and indicate their strengths and weaknesses. The report would end with review of perspective planning followed by them and finally with a conclusion. Table of contents: Introduction Results observed Discussion Summary and conclusion. Introduction: Definition of Interpretation When the concept of interpretation is taken it can be explained with two of its attributes as philosophy and theory. Interpretive philosophy. Interpretation in very common term can be seen as just one discipline among many communication disciplines, with each having its own strengths and weaknesses. Our duty is to pick the best in the given. According to Freeman Tilden, who is referred to as the father of interpretation, it is an educational activity that reveals the meaning and relationships by using original objects, first hand experience and illustrative media, rather than simply serving to communicate factual information. To put it in a nutshell ,and assembling all the important elements that forms the keys to successful interpretation is by explaining inter-relationships, enriching visitors' experiences, and interpretation is an ART and not a science. ( Van Matre, 1990 ) When looked upon Philosophy of interpretation , it can be said that it is the parameters in the field interpretive program. As per Tilden interpretation is enrichment for the areas of communication. It can be discussed with three parameters as , (Beck, L & Cable, T 1998) Extension is a process that involves teaching and information flow for a specific outcome of process . Environmental education can be described as the process that helps in recognising values and clarifying concepts ,that would help to develop skills and attitudes necessary to understand and appreciate the interrelatedness among people, their culture and their biophysical surroundings'. Public relations According to Fazio and Gilbert PR could be easily explained as an important mode of communication , whose success in great scale attributes to the managements success. Theory in interpretation-underlying theory is an successful interpretation followed by effective planning helps us to achieve the particular goal. As explained earlier ,interpretation is neither a pure science nor a pure art., so as a result interpretive theory draws on a range of theories with them, with the three main things being, communication, ,recreation theory and the third education theory. (McArthur, S 1998) Communication theory : Communication is the key for any management success and there are different methods and different media whose prime target is to gain empathy with the target public. Recreation theory While communication theory is about 'how' to send the message to the target audience, Recreation theory considers it as 'when' to do it. Generally many communication techniques fail as they fail to have an impact on the decision making process. If people's behaviour has to be changed, we need to know about the nature of a person's behaviour - in particular to their mindset of decision making in a recreational context. As an candid example the general theory of human action, can be taken a decision sequence of 'plan - travel - execute'. Travel with this one would mean a search. Some times later this model still grew as'awareness-interest-evaluation-trial-adoption'. This was faster absorbed for the marketing purposes. It is widely applied by companies to have an better view of problem recognition, search, evaluate alternatives, make the choice, and evaluate the outcome'. The communication has four phases in it, (Beck, L & Cable, T 1998) 1 1. Promotion -that includes steps as use of brochures, posters, talks, and the mass media, invariably it is a process that occurs off-site. Generally promotion is used both to create awareness in the potential visitors about the site and to foster an positive attitudes towards the project. 1 2. Orientation This is not an simple process as providing a guide map or so , but it also spreads out as f information desks, receptionists answering the phone, bookings for guided tours, displaying logos at entrances, etc. (Fazio, JR & Gilbert, DL 1986) 1 3. Involvement As an interpreter, the role is to explain about the project or site to the visitors. This skill when developed will hopefully leads to a greater appreciation from the visitors. 1 4. Reinforcement 2 The communication program that involves the components of promotion, orientation and involvement so far may provide people an enjoyable experience and foster a positive attitude. But the much long-term effect would be the retention of the behavioral change and retaining the positive attitude. Thus reinforcement ensures , that the things that has been gained is not lost. For example as an interpreter, we can tell the visitors about other interesting activity of the park present them with fact sheet or sell an postcard or photograph of the site. (Cubit, S & McArthur, S 1995) Education theory The result of intensive research about this topic gives this theory, The Theory of Reasoned Action that helps to explain the peoples choice with a predicament.. It is spo named ,assuming that people would use information in a rational (reasonable) way to make behavioural decisions . The model suggests there are four underlying factors that affect choice as 1 1. Personal attitudes -personal belief and evaluationone has about the world. 1 2. Subjective norms -deals about the peer pressure 1 3. Intention -combination of personal attitude and peer pressure 1 4. Behaviour -that is guided by intention that is subjected to modification. (Knudson D, Beck L & Cable T 1995) Generallyan successful interpreter can use a mixture of four approaches: the command and control over regulation.-to make facilities available 1 - technological innovation- that could help the concept being so lucrative. 2 - economics -funds necessary 3 - communications-various methods. (Hayes, T 1997) Thus there are a variety of views on roles of interpretation. Each would differ, depending on the industry. But most authors suggest that interpretation is generally used to: enrich the visitor experience Assist in accomplishing management objectives by encouraging thoughtful use of the resource by the visitor. Helps visitors to develop a keener awareness, appreciation and understanding of the site. Helps in promoting an understanding of the agency or business. Interpretive Planning For any time of agencies, as it may be wildlife management, business planning, natural resource management, and marketing -the plan purpose is basic and same, which includes seven steps as : 1 1. Preparation for the study- writing down of the study project terms of reference, and organization 2 2. Determination of the necessary development goals and objectives - these are prepared in primary way that can take in futher modification 3 3. Surveys and inventory of the existing situation 4 4. Analysis and synthesis ,analysis of the survey information and syenthesizing plan and recommendation. 5 5. Plan formulation - Formulation of the development policy and physical plan, 6 6. Recommendations -designed on the basis of the plan. 7 7. Implementation - Implementation of the plan and recommendation using various ways and methods. 8 Thus the process of defining a desired future state and the selecting preferred strategies and actions for moving from the current position to the predetermined endpoint is the net point in interpretation and planning. (Ballantyne, R, Packer, J & Beckmann, E 1998) Integrating communication planning with general management planning Described in the words of Fazio and Gilbert any public related management is 90 per cent managing the public and 10 per cent managing the resource. Despite the gravity of the situation, interpretive planning is rarely integrated into general management plans, which is extremely unfortunate because communication strategies play an important role in all operations .The lack of integration of interpretive planning with the general management planning has meant that communication is often undertaken at a later stage or independently through prescriptive or reactionary planningwhich I think is the main laggiong point in the whole concept. The two entities that I have taken for rhe comparision is The Natural Park agency, Australia, that not only serves as an wild life sanctuary and park but also deals with major issues as conservation ,eco preservation etc. The other one being the eBay, the largest online auctioning and shopping port. The effective means of communication that could help the interpretation I have taken is the brochure and media advertisement by NPA and the online advertisement and the feed back form in eBay. Results and Discussion The National Park agency in Australia -works as per the views of Harold Wallin ,Chief Naturalist - Cleveland Metropolitan Parks, who perceive interpretation as the concept that helps visitor to feel something that the interpreter feels - a sense of wonder, a desire to know. It should help the visitor develop a feeling of being at home in the environment. The main aim of the organization is to bring in people into the zoo,make them appreciate the value and beauty of nature and to instill in them the concept of conservation and preservation of the nature. The organization's main objective is through interpretation o develop an understanding of the relationship between the elements of the total environment, positive attitudes towards it and skills which will enable people to actively promote its well-being. Their interpretive planning achieved after researching the streaming in people is to promote an awareness of the inter-relationships between people and their environment with an understanding of the consequences of such action and a commitment towards the principle of environmental conservation. Currently, the theory and practice in environmental education, particularly in Australia, is stressing participatory, holistic and political education. Their interpretive planning as per observation involves proper planning, problem recognition, searching and evaluating alternatives,make choice and work with full commitment, aiming at reinforcement. For achieving this communication the NPA uses the methodology of supplying brochures through various outlets with essential services ,positioning the logo in key area ,making it as an logo, marketing key phrases and also by using the printing and television media for the fullest use capturing maximum attention. This methodology is effective when the visitors mentality is obliged to read and absorb the brochures and grasp the advertisement amongst the other. This is ineffective as the viewer may read the brochure or tend to ignore it and might be interesred in other advertisements that would catch his mind. This can be made still more effective if the advertisements appear in prime viewership time, is very catchy and the brochures are designed in an attreactive and bright way. The brochure can be designed small to futher increase its attractivity. In the terms of of effective planning perspective,the organization should allow visitors feedback could bre given in a easy wayand should futher evaluate it to reap the fullest advantage. The ebay on other side is an the world's online marketplace, a place that allows the buyers and sellers to come together and trade almost anything, a famous spot for auction and shopping. The eBay works in the following way, here, A seller lists an item on eBay,that could range from anything as from antiques to cars, books to sporting goods. The seller here chooses to accept the bids for the item as an auction type or fixes an fixed price. In an online auction, the bidding opens at a price the seller specifies and remains on eBay for a certain number of days. Then the buyer place bids on the item. When the listing ends, the buyer with the highest bid wins the auction. (http://pages.ebay.com/help/newtoebay/questions/about-ebay.html ) The eBay is the hottest emerging internet market were there is no necessary for the people or the organization owner to meet each other. This has actually revolutionized the concept of management. The interpretive assessment is done without interfacing with the people, the communication means here being the online advertisements made and through the feed back forum that is very strong in the eBay. The online advertisements consist of placing the advertisement online with the links. Thus now the internet users have exploded in their volume thus even at atime half of the browsers click the site the visibility is more. This have been further promoted by campaigns as ads click,adsense,pay per click etc. but the draw back is though we have a track of the amount of viewer ship ,the visibility is limited only to those who uses the net. (How did eBay start') The other way uses the feedback forum that has been provided in the ebay site. Thus this is still more effective as ther is wide visibility as only the users if this product enter this area and the feed back they give would serve the cause and helps the organization to plan effectively and grow big. Conclusion As conclusion it can be said that interpretation is effectively an marketing tool, marketing being an emotive term, and not equals selling alone.so interpretation is not marketing, but a part of it as marketing is useful in all areas where service is provided and it is crucial to the success of non-commercial ventures as well as commercial ones equally. Thus effectively it can be said as the best way to look at interpretation as a marketing tool is to put in context of the four 'Ps' of marketing. These are promotion, place, price, and. Product. The promotion being the different type of communication tactics focused on the people,place is the experience accessible on easy way,price being the perceived value exchanged for experience,and the product is experience being offered. Interpretation is therefore a critical part of any industry. In a marketing perspective, interpreters either help with the promotion, or enhance the core product through adding to the experience. Thus the interpretation and interpreter helps in the positive way , helping the organization the grow steadily in affirm approach. Thus the interpretive planning and effective communication are the best tool available for the interpreter to achieve his goal. Bibliography 1. Van Matre, S 1990,Environmental education: Mission gone astray, in Earth education: A new beginning 2. Beck, L & Cable, T 1998, Passion. Interpretation for the 21st century: Fifteen guiding principles for interpreting nature and culture. 3. McArthur, S 1998, Introducing the undercapitalized world of interpretation. 4. Beck, L & Cable, T 1998, 'Passion', in Interpretation for the 21st century: Fifteen guiding principles for interpreting nature and culture, Sagamore publishing, Champaign, pp. 189-195. 5. Fazio, JR & Gilbert, DL 1986, 'Introduction', in Public relations and communications for national resource managers, 2nd edn, Kendall/Hunt, Iowa, pp. 3-10. 6. Cubit, S & McArthur, S 1995, Walking track management: Only half the answer' Australian Parks & Recreation, Summer, pp. 15-20. 7. Knudson D, Beck L & Cable T 1995 Interpretation of cultural and natural resources. 8. Hayes, T 1997, The interpreter's new clothes. Proceedings of the Interpretation Australia Association Sixth Annual Conference. 9. Ballantyne, R, Packer, J & Beckmann, E 1998, Targeted interpretation: Exploring relationships among visitors' motivations, activities, attitudes, information needs and preferences. Journal of tourism studies 10. http://pages.ebay.com/help/newtoebay/questions/about-ebay.html 11. How did eBay start', About.com. Retrieved on 2007-01-26. Read More