The Message

If you do nothing else at all it's vital to produce a glossy brochure. Getting the message out is what the local conservation industry gives absolute priority to. Now even their management plan gets the treatment. Not all of it, just a few images and some slogans.

This is the important work to which both Eastern Moors and Sheffield Moors Partnership devoted so much energy that they must have sunk back exhausted when done. They are children of the age of  brand building strategies and target marketing.

And the target for these glossy brochures is not the people who know and use the 'product' - i.e. those who walk the land. The money all this costs is directed at those who need to be persuaded they are doing a fine and creditable job and who are impressed by this kind of thing: their 6,000 members perhaps, few of whom actually come here; or councillors or grant dispensers, the decision makers for whom this gives reassurance. Reading what it says or even examining the pictures is not necessary. As when voting in an election it's not what your policy is, it's whether you radiate confidence.