Many heritage interpretation programs or services we come across are planned (or not planned at all!) without clear interpretive objectives or "real" outcomes. It is hard to successfully plan any heritage interpretation program, service or media without clearly understanding just what it is the heritage interpretation is supposed to accomplish.
Objectives or Goals?
There is often some confusion between 'objectives' and 'goals'. Goals aren’t measurable in the same way as objectives are. An example of a goal would be: "it is my goal to go to climb Everest some day"
Interpretive objectives are outcome driven, specific, measurable and usually time-bound. For example if we had the interpretive theme: "Wetlands benefit us in amazing ways." then we need to develop interpretive objectives that would help focus that theme, such as: At the completion of this program all participants can identify three ways that wetlands benefit us..
This objective statement can be pre tested with visitors to see if they already know or can name three benefits, and then post tested after the interpretive program to see if they can name three benefits. If they can’t – the interpretive program didn’t accomplish its heritage interpretation objectives. You can’t really evaluate the success of any interpretive program or service without first understanding what the outcomes - objectives - of the program or service were.
In heritage interpretation we use three kinds of objectives in interpretive program and service planning, Learning, Emotional and Behavioural also known as "learn, feel, do" or "LFD objectives". Here are some examples.
Upon the completion of the interpretive program the majority of visitors will be able to (name, list, describe) three reasons that wetlands should be protected.
Upon the completion of the interpretive program the majority of visitors will FEEL good about the preservation work we are doing here to protect wetlands - or - the majority of visitors will feel that protecting wetlands does indeed benefit them, their community and the environment.
Upon the completion of the interpretive program the majority of visitors will want to see the wetland exhibits in the Nature Center. - or - the majority of visitors will consider contributing to our "preserve the wetlands" fund. - or - the majority of visitors will want to walk our wetlands trail looking for the wetland features from the program.
These learn, feel and do objectives are central to interpretive program planning – particularly the feel and do objectives. You can have as few or as many objectives as you want. They are your guidepost to what is really important for the program to accomplish and how you want the program to affect your visitors.
Two hints in making sure your objectives are marketable (people will want to come to the program). Ask yourself:
1. Why would my visitors want to know this information?
2. How do I want my visitors to USE this information (from the program)?
The answers to these questions may help guide your objective (program content and proposed outcomes) development.
With your interpretive theme in hand, and your objectives in place, you are now ready to develop the various teaching aides, demonstrations, slide presentation, and program presentation to illustrate your theme, and then evaluate the effectiveness of your program.
Remember that the theme is the one thing that, if nothing else, the visitor remembers from the interpretive program or service. You begin the program by stating the theme – and them summarise the program at the end by again stating the theme "Now you have seen three examples of how protecting wetlands benefits you".
The objectives will focus the content of the program, help you plan the total presentation, and will be used to evaluate the program to see if it was really successful – or just entertaining.
Now you know, and can hopefully describe why: Using interpretive learn, feel and do objectives will make your program planning easier and more effective!