From the Morning Memo:

The Nature Conservancy is undertaking a $250,000 ad campaign aimed at boosting a management plan for Lake Ontario and the St. Lawrence River.

The campaign is supporting what’s called “Plan 2014” that is being billed as an update to regulations governing water levels for the lake.

The current management plan has Ontario’s water levels and the flow of the St. Lawrence River regulated by the Moses Saunders Dam, which is part of a joint U.S.-Canada agreement dating back to 1952.

The problem for environmental groups and some local government officials is the current water-management configuration has damaged more than 64,000 acres of wetlands.

Supporters of the new regulatory water management system, developed by the International Joint Commission of Canada and the U.S., say it will provide a more natural level of water for the lake and increase hydropower production at the dam.

The plan has its opponents, however, including local officials who represent areas on the southern shore of the lake.

Rep. Chris Collins, a western New York Republican, is concerned the new management plan would especially harm residents who live in Orleans, Wayne and Niagara counties where the fear is the new water levels would erode shorelines and damage existing fortifications.

The management plan must still be approved by officials at the U.S. Department of State before it can be implemented.

To that end, the Nature Conservancy, along with a coalition of organizations, is countering the opposition with a radio and digital ad campaign to boost support for the proposed regulations.

The group, along with a coalition of environmental organizations, business leaders and members of parties — including Democratic Rep. Bill Owens and his successor, Republican Elise Stefanik — are in support of the effort.

The Nature Conservancy has also hired the PR consulting firm SKD Knickerbocker to help run its campaign efforts.

“Lake Ontario and the St. Lawrence River are two of our regions most important natural resources,” according to the group’s 30-second radio ad, which warns the lake is “at risk.”

“They supply healthy drinking water and our essential for our local recreation, electric power, commerce and hundreds of local businesses.”

Also in support of the plan is Republican Sen. Joe Griffo from the Utica-Rome area and Tony Collins, the president of Clarkson University and a co-chair of the North Country Regional Economic Development Council.