Slides from the presentation by Doc Kokol (Kokol & Associates, LLC)) at the November, 2010 national workshop of the U.S. Fire Learning Network, held in Rockport, TX. Discussion of the strategy and research behind the One Message, Many Voices campaign, where the message is framed in terms of saing forests rather than good fire / bad fire. See also the file StrategiesCommFire.pdf for a summary of take-home points from this and other communications presentations.