This paper demonstrates the applicability of human dimensions research to the development of programmatic priorities and strategies for the South Carolina Department of Natural Resources (SCDNR), Freshwater Fisheries (FWF) Section. Responsive Management (RM), a Virginia-based research firm specializing in public attitudes toward natural resources, conducted telephone surveys in 1998, 2002, and 2004 of South Carolina residents and licensed anglers to examine their attitudes and opinions toward fishing, fisheries management, aquatic resources, and various programs of the SCDNR. Survey results showed that South Carolina residents valued the State's aquatic resources and wanted more emphasis and education on aquatic resource programs rather than fishing-specific programs. Furthermore, research revealed public support for a shift from the FWF?Section's primary mission of sport fishery management to a more broad-based aquatic resources program.