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Country communication strategies

Dec. 19, 2016
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Environment

This presentation by Rosalind Goodrich from IIED looks at the importance of having a communication strategy for national mainstreaming biodiversity work.

It explains the value of stakeholder mapping to identify priority audiences, key influences and potential blockers, and looks at different kinds of strategy and tactics.

The presentation was given at the ‘Biodiversity mainstreaming’ workshop held in Sogakope, Ghana, from 1-3 November 2016.

More information: www.iied.org/nbsaps

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Country communication strategies

  1. 1. Mainstreaming biodiversity: Country communication strategies 1 Rosalind Goodrich 2 November 2016 Author name Date Rosalind Goodrich 2 November 2016 Country communication strategies
  2. 2. Mainstreaming biodiversity: Country communication strategies 2 Rosalind Goodrich 2 November 2016 Why bother? • An overall picture of what you are trying to achieve • Helps every product and activity count towards the end goal - impact • Helps you to prioritise • More efficient and cost effective
  3. 3. Mainstreaming biodiversity: Country communication strategies 3 Rosalind Goodrich 2 November 2016 Checklist - recap • Stakeholder mapping • Situation analysis • Strategy • Priority audiences • Tactics • M&E • Workplan: activities and timings
  4. 4. Mainstreaming biodiversity: Country communication strategies 4 Rosalind Goodrich 2 November 2016 Stakeholder mapping • Influence/ Interest • Names – ‘key stakeholders’ is not good enough
  5. 5. Mainstreaming biodiversity: Country communication strategies 5 Rosalind Goodrich 2 November 2016 What kind of influence? Blockers Champions Sleepers Preachers
  6. 6. Mainstreaming biodiversity: Country communication strategies 6 Rosalind Goodrich 2 November 2016 Situation analysis • Politics • Power • Opportunities • Resources
  7. 7. Mainstreaming biodiversity: Country communication strategies 7 Rosalind Goodrich 2 November 2016 Strategy • What kind of communication activities? • Push: sharing information, raising awareness – a ‘broadcast’ approach • Pull: activities to engage and exchange views – dialogue, meetings • Making communications count http://pubs.iied.org/17096IIED/
  8. 8. Mainstreaming biodiversity: Country communication strategies 8 Rosalind Goodrich 2 November 2016 Tactics • What’s the best way to communicate and engage? • Newsletters, face-to-face meetings, events, social media, radio programmes • What do you want/need to discuss with/ learn from each group? • What is the message/s for each audience • Timing
  9. 9. Mainstreaming biodiversity: Country communication strategies 9 Rosalind Goodrich 2 November 2016 Communicating the mainstreaming guidance and Accra statement Reflecting on what you have done so far … • List your audiences (5 mins) • Do a quick influence/interest matrix and champions/blockers (10 mins) • Start thinking about tactics (15 mins)
  10. 10. Mainstreaming biodiversity: Country communication strategies 10 Rosalind Goodrich 2 November 2016 Tactics Audience Message Method Opportunity (timing) Notes

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