The Relative Credibility of Zoo‐Affiliated Spokespeople for Delivering Conservation Messages

Abstract Zoos aspire to be leaders in environmental conservation through their work in environmental education. This study examined whether a spokesperson's job title impacts credibility when conservation messages are delivered to the public. Visitors to a zoo were presented with seven environmental messages. They then selected—from a list of zoo‐related job titles—the one they deemed most credible and the one considered least credible. Statistical analysis established that three “credible” job titles were selected significantly more often, while three were generally selected as “least credible.” The authors demonstrate that some job titles have greater credibility than others among visitors, and recommend that more attention be given to this variable if attitude and behavior change are desired outcomes. They caution that while source credibility may vary based on job title, the influence it has on persuasiveness is yet to be determined.     

A first class knowledge service: developing the National electronic Library for Health

With the introduction of clinical governance and the move towards evidence-based practice, there is a growing need to provide health professionals and patients, and the public, with high quality information. Developments in the health service have added weight and urgency to this need. The National electronic Library for Health (NeLH) has a key role to play in providing health professionals with a core knowledge base of accredited and evaluated information. The Pilot NeLH was launched in November and this article outlines the progress and achievements made during this time. The NeLH is based around a central website featuring core resources and links to commissioned specialist collections. Over 70 information resources, including bibliographic databases and full text publications, are accessible via the NeLH, which aims to act as a one-stop shop to support evidence-based decision-making. Much work has been undertaken on national procurement and licensing, particularly in partnership with National Health Service (NHS) libraries. Partnerships as a whole are crucial to ensure true seamless access for health professionals. Key partners include NHS libraries, NHS Direct Online and the electronic Library for Social Care. A short glossary is included for those readers less familiar with current health service developments in the UK.     

Wisconsin Educational Telephone Network: how to run educational teleconferencing successfully

For a decade and a half the residents of the state of Wisconsin have had access to a distance education service that has few rivals in the world. Centred on the capital Madison, the University of Wisconsin's Educational Telephone Network (ETN) links together over 200 classrooms across the state on what is virtually a huge 'party line', enabling students to listen to a lecture or panel discussion, ask questions and exchange ideas with other students hundreds of miles distant. There can be little doubt that the service has been highly successful, as the growth in the network and its facilities clearly testifies. This paper summarizes documentary data concerning the network, and attempts to identify the chief reasons for its success by examining network services, operation, administrative organization, and performance in meeting the needs of the individuals and organizations that use it. From this analysis four reasons for ETN's success are identified: (1) the network forms an integral part of the University of Wisconsin-Extension's state-wide teaching responsibilities and services, (2) the service meets the needs of a single, well-defined audience sector, (3) regional organization of the telephone network has enabled ETN to benefit from large-scale operations, and (4) programme support services may compensate for differences between telephone and face-to-face conferencing.