"We need to convince people about the importance of conservation". This was the first reaction of most respondents in a quick scan on communicating tiger conservation. Asked what key change agents could be, most came up with a further segmentation of 'people': villagers, forest department and politicians. One respondent even took a next step in segmentation: "we should identify the movers and shakers of key groups; communicate through them by framing the issue in terms that are relevant and functional for them". For me this would mean investing in target group research, dialogues and partnerships. And in deep listening when we talk to the various stakeholder groups. It reminds me of the change from a deficiency approach to a contextual approach:
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