forest europe communication strategy · forest europe communication strategy oslo follow-up and new...
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FOREST EUROPE COMMUNICATION STRATEGY
Oslo Follow-up and New ActionsOslo Follow-up and New Actions
Expert Level Meeting Madrid
14-15 February 2012
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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.
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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.
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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
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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.
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• FOREST EUROPE political and technical actions
• Give me good, personal stories, testimonies.
Which Stories can we tell?
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Positive stories:
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Winner Stories:
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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.
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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.
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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
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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