forest europe communication strategy · forest europe communication strategy oslo follow-up and new...

FOREST EUROPE COMMUNICATION STRATEGY

Oslo Follow-up and New ActionsOslo Follow-up and New Actions

Expert Level Meeting Madrid

14-15 February 2012

Work Programme :

• Enhance and raising awareness, understanding and visibility of contributions by FOREST EUROPE.

• Undertake communications activities related to Intergovernmental • Undertake communications activities related to Intergovernmental Negotiating Committee.

• Participation in global and regional fora to raise awareness of FOREST EUROPE work.

Communcations audiences/objectives

• Members & Observers Hub on forest issues by giving instruments, content and guidance .

• Forest comunity, policy makers, opinion leaders Position FOREST EUROPE as SFM main advocate.

• General Public FOREST EUROPE = protection of forests.

Key Messages

• FOREST EUROPE is crucial: Total forest area in Europe has

increased over the past two decades.

• Explain SFM: environmental, economic, and socio-cultural aspects.

• Counteract misunderstandings: SFM is essential, identify real

threats.

• Owners, public and private: responsibility and support

A Step Forward on Communications:

• Oslo created the basis, a great name, unique identity: we continue and consolidate FOREST EUROPE brandcontinue and consolidate FOREST EUROPE brand

• We have to move forward in the way that we communicate.

• FOREST EUROPE political and technical actions

• Give me good, personal stories, testimonies.

Which Stories can we tell?

Positive stories:

Winner Stories:

Networking Actors:

• LUM will lead activities related to mass media: traditional or new social media.

• All, signatories & observers,: identify a communication focal person. person.

• NGOs, stakeholders, regional organizations, UN.

• Other communications networks (FCN)

• General public.

• Sponsors: groups and corporations want to show off “FOREST EUROPE friend” in their social responsibility report.

Communication Instruments

1- Tradicional Media: press releases, interviews, newsletters, and

we will produce FOREST EUROPE material with a LUM TV crew:

� FOREST EUROPE political and technical messages.

� FOREST EUROPE promotional material, archive, exchange.

� Personal, emotional stories during field trips.

� Supply material to the media.

Communication Instruments

2- Communication 2.0: gravitation FORESTEUROPE.org

- Webcast: FOREST news, interviews, promotion, viral.

- Upcoming events: open door to all members, observers activities- Upcoming events: open door to all members, observers activities

- Highlights: Internal and external news.

- Blog: create conversation

- Social networks: twitter and FB. Announcements, very careful

Communication Instruments

3- Public campaigns: let’s look for partners. Let´s launch the concept FOREST EUROPE Friend.

Options we could consider:

- “My Forest” Photography Contest: jury, prize money and publication

- “My forest” Online knowledge Contest. Prize money