Developing media relationships: sustainable conservation | Small charities communications conference | 12 July 2017
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Rachel Agnew, head of media and communications, Rainforest Foundation Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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Developing media relationships: sustainable conservation | Small charities communications conference | 12 July 2017
- 1. rainforestfoundationuk.org Working with the media Rachel Agnew Small Charities Conference Charity Comms 12/7/2017
- 2. rainforestfoundationuk.org Working with the Media The Rainforest Foundation UK WHAT? • Human Rights WHERE? • Africa’s Congo Basin • Peruvian Amazon HOW? • Community mapping and monitoring • Capacity building • Research and policy • Advocacy
- 3. rainforestfoundationuk.org Working with the Media Our work • Multi-faceted ☺ • Interesting subject matter – hard sell!
- 4. rainforestfoundationuk.org Key Communications Challenges Within RFUK and in general • Gathering relevant and quality material from the field (that we can use!) • Attracting mainstream media attention • Promoting communications and media as a cross-cutting competency internally
- 5. rainforestfoundationuk.org Media and Communications Press work: Raising our Public Profile Raising public awareness is one of the most challenging yet most rewarding parts of my job 1. How will it help to get our work in the press? 2. What are the risks? Reputational and to our partners/beneficiaries 3. Message is uncomfortable and complex, significance of tangible ‘results’ are difficult to explain 4. What do we have in terms of assets (case studies, images, footage)? 5. What else is on the news agenda? Competition? 6. Enough funds and resources?
- 6. rainforestfoundationuk.org Coalition Comms A way to get heard? A worthwhile challenge!
- 7. rainforestfoundationuk.org Working with the Media Media Cultivation – How I interact with the media • Saying “hello” to environment editors • Keeping in touch with a small amount of engaged contacts personally • Offering exclusives • ‘Packaging’ supporting material (organising field trips to gather publication- standard images and video) • Working in partnership with other like-minded organisations – press coverage is more ‘guaranteed’ • Networking • Following up (keeping them ‘in the loop’ and primed) We are sensitive to their agenda/way of working We are honest We deliver
- 8. rainforestfoundationuk.org Working with the Media Case Study: Protected Areas in the Congo Basin Failing People and Biodiversity? “The current approach to protecting rainforests is not only unfair on local communities but also ineffective in protecting nature.” – RFUK • Aggressive enforcement has led to widespread human rights abuses and compromised local livelihoods • The ‘guns and guards’ approach to rainforest campaign is ineffective (in stopping commercial poaching etc) • Biodiversity in the region continues to decline Objective of the campaign: • To ensure that conservation projects in the region do not cause the displacement or the abuse of some of the poorest people on the planet
- 9. rainforestfoundationuk.org Working with the Media Case Study: Media strategy for launch Video-led approach (not the easiest but highly impactful!) • Took a filmmaker to DRC to film one of the case study areas – Tumba Lediima • Considered the various angles / hooks • Started conversation with four key press contacts ahead of the launch • Offered film as an exclusive….with interesting results!
- 11. rainforestfoundationuk.org Working with the Media What has this coverage achieved? But so far, so good… • More /continued coverage and airtime ☺ • Has put pressure on key targets of the campaign • Greater awareness of our work • Greater awareness of this issue (which sits at the core of our work) here and in the countries we work in Watch this space! A complete paradigm shift to a truly sustainable approach to rainforest conservation that respects communities’ rights and promotes biodiversity……Well, not quite…yet!
- 13. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 14. 12 July 2017 London #CCsmallcharity Small charities communications conference