peoples management
DESCRIPTION
TRANSCRIPT
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Managing change: managing
people
Opportunities CEPA offers to nature managers
in Europe
CEC Expert Meeting, Valsain Spain, 13 – 16 June 2004Frits Hesselink
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CEC & CEPA
• Conventions/CEPA: one of the 3 CEC spearheads
• CEPA makes the conventions work!
• But ‘how to sell the added value of CEPA’?
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CEC focus
AdvocacyCapacity developmentKnowledge management
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New website – tools for programmes
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Challenge for this conference
1. Define CEPA more concretely
2. Identify opportunities for nature conservation
3. Analyze the principles of CEPA
4. Formulate guidelines for CEPA
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This presentation
• Conservation: how to deal with changes
• Added value of CEPA to realize change
• Suggestions for further discussion– Definition– Opportunities– Principles– Guidelines
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Conservation = change management
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Changes conservation faces
urbanization, roads, dams,windmill parks
mass tourism, consumerism,waste
impact of mountain bikes,motor bikes, cars
international conventions,Natura 2000
society becomes core toconservation
managers constantly facenew challenges
managing change becomes aprimary task
people are key to realize theneeded changes
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Managing people’s behavior
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Managing people
Stick - Carrot - Drum
People’s behavior is part of (social) systems
CEPA: social instruments
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Conservation managers & people
NORMAL REFLEXLaws, regulations, plans;
Request (in vain) for more
money as an incentive for
change;
More research on nature and
people, more pilot projects…
BUT stay behind your desks…!
RESULTS: NO CHANGEunsolved problems, paper parks
no public awareness, no cooperation
negative image, bad publicity
fear to meet real people
It takes more to change systems:
CEPA can make a difference here
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Usually most managers think CEPA is a responsibility for the PR experts and educators…
In reality managers take many (un-informed) CEPA decisions!
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Example
Communicating Biodiversity to private forest owners
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Movie or innovation?
Intended un-informed CEPA approach
We need a movie to convince privateforest owners to care about biodiversity
Show the differences between clearcutting and selective cutting
We need animation, dramatic pictures, visuals of forest managed close to nature
When does the movie reach all 200.000owners? What will motivate them towatch? What will it change in them?
Strategic social intervention in the system
Introduction of a new way of forestmanagement, concentrate on pioneers
Pioneers doing a successful experimentswill set the agenda Forest Department
Use inspectors to identify potentialpioneers (opinion leaders, academics,not dependent on forest)
Small seminars, fieldtrips, helpdesk for‘guided’ experiment
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What triggers change?
Un-informed CEPA approach
Managers focus on media; come up with
fun idea, that captures the imagination
Approach convince people individually;
social environment not analyzed
Content and message are secondary and
cannot answer why or what questions
Strategic social intervention in the system
Managers analyze social system; plan
strategically to achieve desired outcomes
Interventions are focused on goals -
audiences and messages determine media
Target audiences are involved in planning;
Interventions are based on their values
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Pulsatilla grandis in Boč threatened by trampling by visitors
Relation managementTriggers change
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What laws cannot do!
Previous approach:
Law enforcement, education,public awareness, fences byPA - not being aware of otherinterest groups with differentand conflicting messages
Each year escalation of theproblem and conflicts between visitorsand interest groups; and betweeninterest groups who all think theyhave the right solution and approach.
CEPA approach: relation management
Bring stakeholders togetherFocus groups to explore motives forcooperationManagement plan realizing joint solutionsJoint execution of management plan- Communication interventions (timely tailored
and targetted information on event management)
- Mobility interventions (ramps, parkings, busses)
Evaluation and follow-up (outsourcing eventmanagement)
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The results of the CEPA approach Boč, 1st May 2003, 2004
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Wolves - recently appearing in Beskydy - threatened by farmers
Crisis management approachtriggers change
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What money cannot do
Previous approach
Formal compensation proceduresPublications, lectures on howfarmers should protect their sheepCommunication aimed to provethrough facts and figures that wolvesdo not pose a threat & press ‘has it allwrong’.
Increase of public outrage in press,relationships worsens; farmerspropagate shooting wolves&PA staffs.
CEPA approach: crisis management
Overcome own fears, prejudices visit farmers, listen to concerns Start regular meetings with opinion leaders oncommon concerns and interestsProvide bureaucratic support for farmers’ needs,
e.g. approach municipality to improveroads; proposal to Ministry to improve indemnity procedure; help with procedure;support local publication on sheep farming.
Some farmers start taking preventive measuresJoint evaluation and planning of next steps.
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Disappearing ecological networksin Slovenian Karst and Istria
Marketing approach triggers change
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What research cannot do!
Previous approach
Research by different organizationsfunded by EU, lectures,conferences, website, exchangewith similar initiatives in Italy andCroatia, science approach, lawsregulations, legal enforcement, norestoration action
Each year more ponds used asgarbage dump, dried up, fallingapart, or totally disappear, mappingmore and more difficult
CEPA approach: marketing
Opinion leadersFocus groupsMotives for new use of pondsManagement plan realizing joint solutions,joint execution of plan- Communication interventions (timely
tailored and targetted information on opening ceremony)
- Technical interventions (funds, construction material, detailed technical plan, supervision ‘sustainable’ and traditional construction)
Evaluation, report recommending next steps
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‘Paper’ Park Peca Topla
Customer orientation triggers change
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After three years Biodiversity Strategy is still not coming off the ground:
Personal approach triggers change
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Over exploitation threatens peat bog in Sucha Hora
Informal approach triggers change
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Spiranthis spiralis threatened by natural succession in Bukovske Vrchy
Network management triggers change
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From
Focus only on conservation
Focus only on science
Focus on media
Push strategy
Behaving as experts
Villagers as ‘objects’
Planning based on assumptions
To
Focus also on wider system
Focus also on people
Focus on change strategy
Pull strategy
Behaving as partners
Villagers as ‘subjects’
Planning based on motives stakeholders
CEPA: changes in approach
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Conclusion 1
CEPA definition
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CEPA
Series of planned targeted interventions
in the social environment (people as customers)
of a concrete issue we want to solve
producing the change/result desired by nature
management objectives (often in combination
with ‘stick & carrot’)
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Conclusion 2.
CEPA opportunities
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CEPA offers opportunities for
Public-private partnerships
Participation & support
Local capacity
Introduction new policy
New constituencies
Agenda setting
Making programs sustainable
Better conservation practice
Improving reputation
Etc.
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Conclusion 3
CEPA principles
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Characteristics of CEPA interventions in the social system
Face to face meetings opinion leaders
Focus groups, Kitchen meetings,
Round tables, Joint exploration
Joint strategic planning with
stakeholders of instrument mix
Free publicity, media as tools
Feedback, Adaptive management
System approach
Marketing
Relation management
Network management
Crisis management
Customer orientation
Personal approach
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Conclusion 4 CEPA guidelines
Appreciate complexityInvest in human capacityPsychology of value systemsTake enough time
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Guidelines - lessons learned
1. CEPA = management responsibility: change in management style – trans-diciplinary approach
2. Invest in situation & system analysis – real problem, pressure point – go only for essential changes
3. Involve individuals in planning for change: ‘second best’ is ‘better’ than ‘best’!
4. Give people a chance to air their objections; always take group norms and habits into account
5. Internal communication: everyone is a PR officer – horizontal and vertical (involve bosses)
6. Learn how to work in teams; monitor, evaluate, adapt and give positive feedback
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Thanks to IUCN project teams from
Slovakia, Slovenia, Czech Republic for learning and photos!
I look forward to your reactions!
[email protected] www.hect.nl