FINAL REVIEW WORKSHOP Building relationships with business associations and media agencies to engage in FLEGT to provide information on FLEGT and the related issues EXPERIENCES AND LESSONS LEARNT

1. The Center for Education and Development
Hanoi, 13 August 2015
FINAL REVIEW WORKSHOP
Building relationships with business associations and media agencies to engage in
FLEGT to provide information on FLEGT and the related issues
EXPERIENCES AND LESSONS LEARNT
http://flegtvpa.com

2. The Centre for Education and Development
1
Project description, planned
activities
2
Activities implemented,
results, and impacts
3
Experiences and lessons learnt
from the project
implementation
Contents

3. The Centre for Education and Development
Description of Project
Main objective: Building capacity for business associations
and media agencies to engage in FLEGT to provide
information on FLEGT and the related issues.
Two main specific objectives:
• Promote an understanding of local media on the
FLEGT negotiation process and VPA
implementation
• Support the availability of FLEGT related
information to promote informed engagement of
the business sector

4. The Centre for Education and Development
Description of Outputs
Expected outputs according to the agreement with FAO:
• Output 1: The required information on FLEGT related issues
among Small and Medium size Enterprises (SMEs) and related
stakeholders assessed.
• Output 2: Increased availability of FLEGT-related information
through local media/journalists and business associations.
This is to improve the understanding of the FLEGT negotiation
process and VPA implementation and promote a more
informed engagement of the business sector.
• Output 3: Monitoring, evaluation and visibility framework
developed.

5. The Centre for Education and Development
Results Achieved
http://flegtvpa.com

6. The Centre for Education and Development
1. Assessment of Information and
Capacity Building Needs
Conducted in-depth interviews with
71 enterprises, 20 media agencies
and related organizations and
business associations
Finalize the assessment report in
both Vietnamese and English and
distribute it widely for businesses
and related organizations
57% of the sample have heard about FLEGT-VPA
75% do not know the main contents of FLEGT-VPA
Interviews in The Vu Company,
Binh Dinh 4/2014

7. The Centre for Education and Development
2.1. Two major workshops
Organized two major workshops and several
meetings with the media and related
organizations.
“Training Workshop for Media” took place on the 9th July 2014 at
the Green Park Hotel in Hanoi. A total of 90 representatives from
associations, media agencies, NGOs took part in the workshop. (26
news articles covered information from the workshop, with the
assessment report quoted 8 times in six e-newspapers)
• Workshop in Quy Nhơn “Peer learning and networking among
SMEs on Flegt-Vpa” on 26 June 2015, Seagull Hotel, Quy Nhơn.
• 43 representatives, 32 SMEs, 4 associations (5 news articles)
• 88% of representatives returned their assessment forms, and
100% positively assessed workshop, especially the
discussions, and interest in receiving “Q&A FLEGT-VPA”

8. The Centre for Education and Development
2.2. Meetings to build capacity and
provide information for media
• Developed communication strategies to
communicate VPA and FLEGT related
issues for the project and shared with
all the organizations involved – (photo
right: a meeting with journalists at CED
on 09 January 2015)
• Supported journalists by access to
knowledge on FLEGT through
discussions, Q&A sessions, dialogues
and information updates – (photo
left: a meeting at VNFOREST with key
media agencies)

9. The Centre for Education and Development
2.3. Sharing the Overall Review of Information
and Media Coverage on FLEGT VPA Online
2010 2011 2012 2013 2014 2015
Npo 6 20 26 37 27 5
Sn 0 2 4 8 5 0
Gov 9 8 13 17 33 14
Cty 7 4 6 7 10 12
Báo 6 18 9 18 105 40
0
50
100
150
200
News/Articles/Pots
481 news/posts
2010 - 7/2015
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Accuracy Per Online Media
Errors
Posts

10. The Centre for Education and Development
2.4. Document Review- Compilation of
Information For Businesses and Media Alike
• Provide support for media to cover
and report issues related to FLEGT;
support information
research, editing, provide subjects
and information, develop
communication
campaigns, communication
messages
• Support field trips, media briefings
on FLEGT, VPA for businesses
based on review of available
technical documents
• Compilation of Q&A booklets for
businesses, media and related
organizations on FLEGT-VPA
VTV field trips in Quang Nam June 2015
VTV and journalists interview businesses in Binh Dinh in
June 2015

11. The Centre for Education and Development
3. Monitoring and Evaluation
• The baseline data that was established is based on the need for
assessment and monitoring throughout the project
• Established baseline data on media and communication for the
monitoring of the implementation of the project
• Need to establish a baseline data on FLEGT-VPA in Vietnam
(documents and reports available);
• Interviews and final project evaluation database (randomly selected
those who participated in the need assessment for final evaluation);
• Closely monitoring activities, assess all events, activities and adjust
accordingly to the next activities to ensure the best possible
outcomes;
• Closely monitoring media coverage and assess accordingly (quality
and reach) providing feedbacks for media as appropriate.

12. The Centre for Education and Development
Project Communication Products Through Mass
Media (VTV,VOV, E-newspapers)
• Implemented a communication campaign based on mass media: 24 news articles
on six different media outlets (compared with 15 in the project agreement)
• Two documentary films on national television - VTV, 8 radio programs for
communities, and a number of videos clips introducing the concept of FLEGT and
VPA for businesses and the public.
9/2014 3/2015 4/2015 5/2015 6/2015 7/2015 8/2015
VTV 0 0 0 0 0 1 1
VOV2 0 0 0 0 0 3 0
VOV 0 0 1 1 0 2 0
TBNH 0 0 1 0 0 1 0
DDDN 0 1 1 0 0 2 0
TBTC 0 0 2 0 1 1 0
BCT 0 0 2 0 0 0 0
GV 3 0 1 1 1 0 0
0
2
4
6
8
10
12
articles/documentary
Communication agenda

13. The Centre for Education and Development
Development of the Website
Flegtvpa.Com
0
500
1000
1500
2000
2500
Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
Hits
Website flegtvpa.com -
+10, 000 page views as of August 07, 2015

14. The Centre for Education and Development
Statistics of the Facebook page:
legal timber - Gỗ Hợp Pháp
• Fanpage
Facebook.com/FlegtVpa
– 951 Likes – 24/6/2015
• Connect with other
projects on FLEGT, VPA

15. The Centre for Education and Development
Compiled And Published 700 Copies of Booklets
“Q&A on FLEGT-VPA for Businesses”
• Published 700 booklets containing
the FAQ on VPA and FLEGT for
businesses – and published a
series of FAQ online
(@flegtvpa.com)
• Information has been up and
running on the web (which will be
continuously updated)

16. The Centre for Education and Development
EXPERIENCES AND LESSONS LEARNT AFTER
IMPLEMENTATION OF THE PROJECT
http://flegtvpa.com

17. The Centre for Education and Development
Results For Communication Plans
News and programs produced by the projects have
been highly appreciated by related organizations and
media agencies (VTV, VOV and newspaper outlets)
both in terms of content quality and the
communication outreach
Journalists (especially young journalists) have greater
understanding of these issues (for examples: corporate
social responsibilities, sustainable
development, FLEGT…), meaning that they are more
interested in covering these issues overtime.
Furthermore, this is especially the case when they are in
charge of forestry and environmental issues

18. The Centre for Education and Development
Necessary Support From
VTV, VOV and Related Organizations
Attempts to match these issues with the on-going reporting/
coverage from the media agencies (VTV, VOV, newspapers)
to leverage existing resources from media
(knowledge, equipment, airing time, and data. .)
Cooperation between NGOs/professional organizations and
media is important. NGOs provide guidance, key
messages, contents, while the media can make the public
aware of the issues.
During the implementation, it is necessary to have support
from government organizations to provide important
information, officials announcements and voices.

19. The Centre for Education and Development
Different Techniques and Forms of Communication
Media
Newspaper
Magazine
OOH
TV
Radio
Internet
Blog
Forum
Social
Network
Mobile
Media
Digital
Publishing
WOM

20. The Centre for Education and Development
Media relations
STORY
PITCHING
PRESS
CONFERENCE
PRESS
TOUR
INTERVIEW
PRESS
RELEASE/
PRESS KIT
MEDIA
ADVISORY
EXPERT
SERVICE
COLUMN
SPONSORSHIP
NEWSROOM
SERVICE
MEDIA
MATERIALS
BYLINED
ARTICLES

21. The Centre for Education and Development
Effective Communication
STORYTELLING
VISUAL
BE A
RESOURCE FOR
THE MEDIA
BRAND
JOURNALISM
A SMART
DISTRIBUTION
PLAN
A SOCIAL
ONLINE
NEWSROOM

22. The Centre for Education and Development
Effective communication plans

23. The Centre for Education and Development
Effective Communication Plan
Know how to
tell a story
Useful information
sources
Close co-operations
Proactive

24. The Centre for Education and Development
The Communications Strategy
Information links and flows
VNFOREST
FPD
Information and
Communications
Working Group
CSOs- NGOs
/CED
VIETFORES, H
AWA, VCCI, S
MFI
VNGO-FLEGT
Network
SRD, Pannatu
re, CRD, and
others
Media:
Vietnam Television
(VTV), Voice of
Vietnam (VOV)
Online newspapers:
Industry and
trade, Business
Forum, The Financial
Times, VOV News.
Printed newspapers:
Binh Dinh
Newspapers, Binh
Dinh Forestry
Newspapers,
Magazine: Viet
timber
Community organizations, local
communities, households
Businesses and local businesses
associations
EU
operators, business
partners,
DONORS: EU
EU-FAO
FLEGT, GIZ, WWF
EU facilitator/EFI

25. The Centre for Education and Development
Need To Have a Communication Plan –
Well Planned But Also Flexible
After the launch of media review and media campaign in January 2015:
• The quality of overall media coverage has improved by 16% and ~13% with six media
partners of the project
• 18 media outlets that the project assessed improved by ~7%.
• It was clear that the internal review/control process within the media agencies is not
effective and could be improved.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
All medias 6 medias (suppoted by CED) 18 medias (evaluated on 10/2014) spelling mistakes
Accuracy
The quality of online media coverage before and after 1 March 2015
Before (<3/2015) After (3/2015-7/2015)

26. The Centre for Education and Development
Leveraging Both Traditional and
Modern Media
News, articles, films, clips, videos are
posted on different online channels for
further reach
• Implementing the use of
traditional media
(newspaper, TV, radio,...)
• Website connected with
other websites
• Share more information
and messages on social
media
(FB, YouTube, SlideShare)

27. The Centre for Education and Development
Links with others Websites
• Links with other
organizations: FPA Binh
Dinh VCCI Danang, WTO
center, among others
• Aim to get and share more
information with other partners
• Results in Win – Win situations

28. The Centre for Education and Development
Leveraging The Use of
Social Networks
• Films and
documentaries, news
• Radios programs have been
edited and reproduced and
uploaded on to social media
platforms e.g. YouTube
• Documents, published
reports, PPT have been
posted on SlideShare for
easy download

29. The Centre for Education and Development
Use friendly search engines
• Use of appropriate key
words to have higher ranks
in popular search engines
(SEO), “legal timbers”,“gỗ
hợp pháp” “flegt vpa”,...
• Website flegtvpa.com has an
average ~ 20 visitors/per
day
• According to Google, “flegt
vpa” keyword has an
average of 110 searches per
month, worldwide and 20
searches per month in
Vietnam

30. The centre for education and development
More information is available at:
http://flegtvpa.com