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Communication Strategy Final Version

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					                  Twinning Project SR 2007/IB/EN-02

                     Strengthening Administrative Capacities for Protected Areas in Serbia (NATURA 2000)

                   Draft Communication Strategy and Action Plan
                   for Promoting the Implementation of NATURA
                                       2000

Experts: Suske Wolfgang, Sissi Samec




                                                                                                   1
1     Introduction __________________________________________________________________ 3
2     Background __________________________________________________________________ 4
3     Communication goals _________________________________________________________ 5
4     Important general principles ____________________________________________________ 5
5     Tools _______________________________________________________________________ 6
6     Target Groups ________________________________________________________________ 8
    6.1   FORESTRY SECTOR _____________________________________________________________ 10
    6.2   AGRICULTURE _________________________________________________________________ 11
    6.3   WATER SECTOR ________________________________________________________________ 12
    6.4   SCIENTIFIC INSTITUTIONS ________________________________________________________ 13
    6.5   SPATIAL PLANNING & INFRASTRUCTURE __________________________________________ 14
    6.6   MINING & ENERGY ______________________________________________________________ 15
    6.7   FISHING & HUNTING _____________________________________________________________ 16
    6.8   NGOs _________________________________________________________________________ 17
    6.9   SCHOOLS ______________________________________________________________________ 18
7     Timetable – Action Plan _______________________________________________________ 18
8     Responsibilities and resources _________________________________________________ 22
9     Evaluation __________________________________________________________________ 22




2
1     INTRODUCTION

The communication strategy and action plan was drafted within the Twinning Project SR 2007-IB-EN-02
under Component III ‟Institutional Capacity and Communication Strategy‟.
Within the training programme for capacity building Act. 3.4 of the project) five sectoral workshops for
stakeholders and one specific workshop in Fruška Gora for elaborating the main elements of the
strategy were held during November 2010 and March 2011. Based on the outcomes, as well as of the
experiences and lessons gained during the whole communication process of the Twinning project, the
communication strategy and action plan for public awareness campaign was drafted. The document
shall accompany the implementation of the EC nature conservation acquis during Serbia‟s EU
approximation process. It suggests a medium-term framework for promoting NATURA 2000 during the
years 2011 to 2016 and aims at generating acceptance and good participation in the establishment of
the European ecological network.
Serbia is aiming for EU accession by 2014 (most probably not before 2016) and is endowed with natural
and mineral resources with the potential to fuel significant economic growth in the country. However, at
present, the environment is in an unsatisfactory condition. Awareness about natural values is extremely
low. On the way to EU accession Serbia has to fulfill the requirements outlined in European Directives,
the Habitats- and the Birds Directive. Under these two Directives the NATURA 2000 network – a
European ecological network – is being established.
Examples from western European countries demonstrate the importance of a NATURA 2000
communication strategy. There is a clear need for strategically planned communication and participation,
otherwise it will leads to fears and tensions, often being the basis for open conflicts.
Developing and implementing a communication strategy does not necessarily mean hiring
communication experts or developing highly sophisticated marketing tools. Anyone can implement a
strategy, even if they have never been involved in communication activities before. A strategy is simply
a means of planning and organizing one‟s activities to get the maximum benefit out of limited resources.
The communication strategy should be seen as a guiding document for the Ministry of Environment and
Spatial Planning (MESP). It is helping to improve stakeholder involvement; it should therefore be widely
circulated to get inputs and comments from important stakeholders.
It should also help to synchronize efforts of different groups and through using the synergies it helps to
save money.
With respect to timing this strategy should be seen as an overall framework providing the basis for
annual work plans. The yearly plans should be developed based on the actual situation and needs.
Not every measure suggested in the action plan has to be financed by the MESP. Some of the activities
may be taken over by interested NGOs or may be financed by other sectors (in kind or other
contributions) or by sponsors. There might also be the opportunity for a TA project specifically in the
light of the years 2013/2014 when the draft list of proposed NATURA 2000 sites and associated maps
may become available.




                                                                                                             3
2     BACKGROUND

In May 1992, the governments of the European Communities adopted legislation designed to protect the
most seriously threatened habitats and species across Europe. This legislation is called the Habitats
Directive (92/43/EEC) on the conservation of natural habitats and of wild fauna and flora and
complements the Birds Directive (79/409/EEC) on the conservation of wild birds adopted in 1979. These
two Directives are the basis of the creation of the NATURA 2000 network – an ecological network of
protected areas in the territory of the European Union.
Following the requirements of the Directives and using a strategic approach for implementing the
ecological network provides several opportunities and benefits. NATURA 2000 sites are designated
according to scientific criteria on a biogeographical level and together with a proper management
leading to the favorable conservation status of habitats and species are providing environmental
benefits. But also socio-economic benefits and social services are visible, coming from ecosystem
services and broader employment and diversification opportunities for local people.
Public awareness and public understanding are crucial to the establishment and ultimate success of the
protected areas. Support for protection measures and objectives for protected areas require at least a
general understanding of the need for protection. The quality of many habitats in Europe is directly or
indirectly connected with their use and maintenance by humans. Across Europe, large sections of the
cultivated areas are affected by the directives or laws. Many land users find themselves confronted with
nature conservation measures for the first time. Good communication between representatives of the
nature conservation authorities and people living and working in or close to protected areas is crucial for
successful nature conservation in the long term.
Awareness about biodiversity and nature conservation in Serbia is extremely low. Like in other
countries, the protection of nature and natural processes is often seen as the main barrier to economic
development. As Serbian‟s accession to the European Union is many years ahead, no information about
the European nature protection Directives is available for the general public.
There is limited knowledge about nature protection. The few information materials are focusing on
already protected areas and are produced by park administrations and some NGOs. There is no
strategic approach to raise awareness about the necessity to protect nature among the public.
Communication is a main instrument to implement nature protection goals in general and specifically
NATURA 2000. To have a strategy in place helps to strategically plan our communication efforts; it
provides a clear message and the information is targeted to important stakeholder groups, it facilitates
the information flow, provides an overall framework for timing and resources.




4
3       COMMUNICATION GOALS

The communication goals for implementing NATURA 2000 in Serbia are:
       NATURA 2000 is known to the general public
       Selected stakeholders/target groups have understood what NATURA 2000 means
       People are motivated to actively participate in the NATURA 2000 process (e.g. developing a
        management plan)
       Positive attitude towards nature protection in general and specifically to NATURA 2000


The strategic approach is
       Using communication from the beginning and concentrate on the most influential stakeholders
        to convince them on the opportunities of Natura 2000

       Providing best practice examples from different EU member states

4       IMPORTANT GENERAL PRINCIPLES

    o Develop Key messages
        The best communication strategy will be ineffective if there is no clear message. Therefore,
        developing key messages is a fundamental part of any communication process. Key messages
        are not meant to transfer detailed knowledge but to create feelings and image. Therefore, the
        message should easily be associated with things that people identify with and gain common
        interests. Such messages should always fulfill certain criteria:
            o   positive formulated
            o   simple to understand
            o   easy memorable
            o   provide accurate information
            o   realistic
            o   addressed to specific target group


    o Go for dialogues not for monologues

    o Give background information and be honest about possible impacts

    o Make sure that information is understandable by everybody

    o Be transparent in handling concerns and suggestions

    o Listen: To understand your partner it is necessary, that you listen to him – to his opinion, to his
      arguments, to his stories. Listening doesn‟t mean, that you agree. Listening helps you, to
      practice empathies, to put yourself in the position of the conflict partner.
      Consider why you want to argue something. Sometimes it is better to say nothing than to follow
      your “internal” voice.

                                                                                                       5
    o Ask questions: If you want to get information from your partner, you have to ask him for it.
      Prepare not only your contribution for meetings; prepare questions to your partner. Ask why.
      Ask why not. Ask as much as you can. Questions to others let them feel that you are interested
      in them and give you at the same time valuable information.

    o Speak in mode of “first person”: Especially in emotional parts of the discussion shift to “first
      person”, e.g. “In my point of view we should spend more time on this topic, because…”

    o Develop Win-Win situations: To create Win-Win situations it is necessary, that you are very
      well prepared about the situation of your conflict partner. Listening and asking your conflict
      partner helps to find out his individual win-situation.

    o Argue interests instead of positions, goals instead of measures: Try to avoid positions.
      You will be much more understandable, if you explain your interests. Try to avoid to negotiate
      measures, illustrate your goal, and then you will be more flexible for measures.



5       TOOLS

It is important to use the appropriate tool for each stakeholder group. Not every instrument fits for every
purpose. The range of instruments and techniques that can be used for communicating on nature
conservation is huge, but essentially they fall into two main categories and it is important to define
whether to use one way communication or two way communication:
        One way communication is suitable when you only want to inform a target group. It is a one
        way message: from you to them. It is suitable when you want to transfer knowledge to a large
        group. Examples of one way communication are newsletters, leaflets, advertisements and
        displays. Note that all mass media are one way communication.

        Two way communication involves feedback. It is interactive communication. If your message
        is aimed at changing attitudes or to motivate, than one way communication will not help you.
        You need to have direct contact with the target group to be able to discuss and generate
        feedback. Therefore you have to choose two way communication. Examples of two way
        communication are workshops, discussions and field trips.

In a brainstorming round we collected ideas for tools and instruments and immediately structured them
according four categories: spoken, written/printed, visual and digital.


Spoken
        workshop
        fairs
        lectures
        press conferences
        round tables
        press conferences


6
         radio interviews
         conferences
         field visits
         coffee/beer/rakia meeting
         thematic meetings
         N2K hotline
         N2K ringing tone
         promotion song
         info bus
         spreading rumors („Radio Mileva‟)
         boards, platforms
         FAQ
         Theaters

Written/printed
     leaflet
     poster
     brochure
     articles/newspapers
     books
     magazines
     small messages on tetra packs
     cartoons and comics
     games and competitions
     folders
     information boards and trails
     stamps
     FAQ
     stickers
     T-Shirts
     bags
     banners
     puzzles

Digital
         web site
         mailing lists
         social networks (e.g. Facebook, Twitter,..)
         e-books
         info screens (in busses, etc.)
         Twinning News
         mails
         Clearing House Mechanism

Visual
     video
     TV show

                                                        7
       exhibitions
       clips/spots
       field visits
       N2K Dancing Night
       cartoons
       legal graffiti
       theater
       video games
       movies



6       TARGET GROUPS

Defining the stakeholders is a basic in developing a communication strategy. Only if the stakeholder
group is well known – their interests, fears, needs, etc. – communication efforts can be successful.
Based on a workshop the most important stakeholders were identified.
     Farmers
     Foresters
     Hunters
     Spatial Planners
     Investors/Infrastructure
     Mining&Energy
     Water
     Fishermen
     Scientists
     NGOs
     Schools
     Church
     Army


Closely related to the stakeholders are the messages and the appropriate tools how to address each of
them. Both topics are covered together within the description of each of the stakeholders.
To agree on the most important stakeholders, they were arranged according to their importance and
attitude towards nature conservation/protected areas. The left illustrations show the situation at the start
of the exercise, the right one after a group discussion in the workshop:




8
Most interesting the different perceptions, e.g. the attitude of spatial planers before the discussion (very
high attitude) and after the discussion, or another example, the attitude of farmers. There is a clear need
for further discussions, to look into more details for each of these sectors and, there might be the case
to have different communication approaches within one sector.




                                                                                                          9
6.1       FORESTRY SECTOR

The Ministry of Agriculture, Forestry and Water Management (MAFWM) is responsible for forestry
matters. Tasks and fields of competence are defined in relevant laws on forests, amongst others also
the hunting and fishing laws and the Nature Protection Law. Forestry management is a wide concept.
Traditionally forest management has been focused on timber production coupled with protection of the
forests. The main priority is the sustainable use of forests.

Ownership is divided in 53% State forests and 47% privately owned forests. The Public Forest
Management Enterprise „Srbijašume‟ executes professional forestry services and is managing the
forests as state property in Republic of Serbia. The enterprise is organized within three levels, the
General Directorate, 17 Forest Estates and 69 Forest Management Units. Another Public Enterprise is
„Vojvodina šume„ created in 2002 comprised of the General Directorate, 4 Forest Estates and 21 Forest
Management Units and is managing state forests in Vojvodina Province.
Forestry is an important economic sector, has many employees and is well organized. Besides the
above mentioned companies there are many other relevant institutions and organizations, amongst
them the Institute for Forestry, Faculty of Forestry, Association of Private Forest Owners, and the
Forestry Chamber, but also private companies, like Fornet d.o.o.
There is a good data situation and modern techniques are used; all data are digitalized for the State
Forests‟ „National Forest Inventories‟; useful information and data can be found in journals and
documentaries of Public Forest Management Company „Srbijašume‟, annual meetings in the Faculty,
etc. In contrary, there are no data for private forests available.
The forestry sector is perceived of high importance but the attitude of foresters towards nature
conservation has to be improved. Lack of communication and information led to tensions, and –
according to participants of the workshops – the foresters fear that they have to stop their activities due
to the pressure from nature conservation, therefore this sector is seen as the major conflict area.
But Public enterprises „Srbijašume‟ and „Vojvodina šume„ are already managing protected areas and
there are ongoing activities related to FSC (Forest Stewardship Council) certification – mainly in
Vojvodina – contributing to nature protection. Active involvement of this sector in the NATURA 2000
implementation process is absolutely needed, specifically related to information and data exchange, the
differences between protected areas and N2K management, etc. Joint training workshops will improve
the attitude of the sector towards nature conservation and can also ease communication with hunters
and the fishery sector.
Possible key messages are:
         2011 – the International Year of Forests (proclaimed by the UN)
         Healthy forest – higher salaries!
         Tree is the pillar of our lives
         Tress keep bees & bees keep honey – Life is sweet!


Most appropriate tools for the forestry sector:
         Workshops
         publications




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6.2       AGRICULTURE

The agricultural sector plays a major role and is therefore an important part of the economy of the
Republic of Serbia. The sector accounts for around 20% of GDP and the future scope in the agricultural
sector is for increased production and efficiency. Serbia is advancing well towards meeting European
standards in the areas of agriculture and rural development but administrative capacity has to be
improved and resources need to be more efficiently allocated. After obtaining candidate status, Serbia
will be able to access huge amounts of EU funding.
The competent authority is the Ministry of Agriculture, Forestry and Water Management (MAFWM). The
sector is very well organized and there are opportunities to use the structure of 16 republic regional
centers, and within them 140 branch offices. In addition, there are 22 expert advisory services providing
advice to farmers. In agriculture sector there are also Chamber of Commerce, many agricultural
associations and NGOs.
Negative trends can be observed in implementing of traditional agricultural practices which contribute to
conservation of biodiversity (pastures) and bad implementation of legislation (Law on spatial planning
and construction, decrees on protected areas).
Regarding the agricultural community in rural areas there is a risk of abandonment and marginalization
of rural areas. Overall living conditions lead to marginal social position of the majority of inhabitants of
villages in Serbia, and as a consequence whole local communities are excluded from the developments
of society. A „vicious circle of degradation‟ is occurring in many villages of Serbia: law population density
→ lack of critical mass for services and production → low rates of starting companies and business
ventures → lack of employment opportunities → migrations + aging of local populations → decrease of
population density.
Another problem is the depopulation of rural areas, specifically in mountain areas. The lack of decision
on governmental (state) level for a long-term planning (financial and technical) to give a support to rural
development is seen as a threat.
The agricultural sector has many cross-cutting issues with nature conservation due to the use of natural
resources. The attitude towards nature conservation is not totally against as the sector also relies on
healthy environment, but several obstacles still exist between the sectors.
During the last years there are many positive trends, e.g. many ongoing projects supporting biodiversity
protection, e.g. use of pesticides, promoting organic farming, etc. There is the clear need for more
information exchange and cooperation with the agricultural sector. Offering commonly organized
workshops and trainings will contribute to knowledge exchange, to improve communication between the
sectors and to better dissemination of information. Information channels mostly used by the sector (TV
but also personal information „people – to – people‟) should be taken into account.


Possible key messages are:
         Your tradition leans on nature
         Nature is rich and healthy
         Be proud of your natural assets


Most appropriate tools for the agricultural sector:
         meetings
         posters

                                                                                                          11
         leaflets
         TV
         newspaper articles
         events
         fair stands


6.3       WATER SECTOR

According to the Law on Water the Ministry of Agriculture, Forestry and Water Management (MAFWM)
and the Directorate for Water are responsible for integrated water management in Serbia. Also other
ministries have some responsibilities for certain aspects of water management (Ministry for
Environmental Protection, Ministry of Health, Ministry for Governance and Local Governance, Ministry of
Finance, etc.).
The Water Directorate does not have enough capacity, but this might be that roles and responsibilities
of various ministries operating in the water sector have not been clearly defined and many have
overlapping mandates.
Serbia‟s national strategy and policy framework for the water sector seems to be sufficient on paper (in
80% compliance with the Water Framework Directive), but further efforts are needed to ensure its
implementation which his highly cost-intensive.
The main problem in the water domain is the wide gap between financial demand and actual investment
in this area. In some regions the quality of water is not satisfactory, and there is problem with quantities
of water in some regions. A main problem remains that the price of drinking water is very low.
There are several cross-cutting issues with other sectors, mainly with agriculture (Nitrate Directive,
Urban Waste Water Directive), but also with the nature conservation sector in connection with the
Habitats Directive.
Serbian‟s water sector is also facing main challenges with respect to the energy sector (hydropower)
and hydro-morphological alterations (dams). Industry, households and navigation (water treatment is
less than 10%) are contaminating surface water (pollution), especially in rural areas where there is no
quality control, this is posing significant threats to human health. Also irrigation, intensive erosion, gravel
extraction and privatization are main issues for this sector. There is very low public awareness about the
water sector and more information exchange and collaboration is needed.
Good progress has been made in stimulating transboundary cooperation with neighbouring countries to
date and it is vital this is maintained.


Possible key messages are:
         Increase water‟s life!
         Waters are connecting man with nature!
         Clean and natural water – joyful water management!


Most appropriate tools for the water sector:
         presentations


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         lectures
         round tables
         field visits
         brochure/guide


6.4       SCIENTIFIC INSTITUTIONS

Science and research will be of vital importance to overcome challenges that lie ahead of the European
integration process. Specifically, with respect to the implementation of the NATURA 2000 network,
universities‟ support and contributions of scientific institutions is an absolute prerequisite in the field of
designation of sites, the identification of the „favorable conservation status and establishment of a
surveillance and monitoring system.

Collaboration amongst scientific institutions and with other sector is still weak. The EU integration will
bring new funding opportunities, contacts, projects and will therefore contribute to a smoother info
exchange and data sharing.
Researchers and scientist are probably ready to cooperate with the nature conservation sector,
although under certain conditions (e.g. their work to be valued and appreciated, reference in scientific
papers, effective implementation of the network and therefore, contributing to the protection of sites and
species).
The involvement of the scientific sector (relevant faculties) and institutes in the workshops during the
NATURA 2000 implementation process should be see in the light of these requirements.


Possible key messages are:
         Nature is logical!
         Nature is an opportunity for your „izazov!
         Nature needs help – take a role!


Most appropriate tools for the scientific community:
         web site / data base
         mailing list
         thematic workshops (species & habitats)
         newsletter
         meetings / round tables
         funding opportunities / best practice
         exchange programmes with EU countries




                                                                                                             13
6.5       SPATIAL PLANNING & INFRASTRUCTURE

The Ministry of Environment and Spatial Planning is the competent authority. The Department for the
protection of natural resources performs the tasks related to air, water and soil protection; the
implementation of international conventions, agreements, laws and other regulations related to
protection of natural resources, air, water, land; participation in drafting strategic documents, plans and
programs within the purview of the sector; participation in the preparation of scientific basis in the
development of regulations; proposing projects; and participation in international cooperation.
Positive developments are foreseen through the EU integration process, specifically related to cross-
border cooperation and participatory approaches in spatial planning processes.
There are cross-cutting issues with nature conservation; Regional Spatial Plans – promoting sustainable
development (social and economic aspects and users of natural resources) – involve natural assets of
protected areas.
The challenge for the future of spatial planners is to find compromises between all sectors sharing the
same space. Local self governance will be strengthened and direct contributions to nature conservation
but also to the energy and mining sectors are obvious.


Possible key messages are:
         Plan harmonized with nature!
         Let‟s fit into the natural space!
         Plan space = protect space!


Most appropriate tools for the spatial planning & infrastructure sectors:
         presentations
         round tables
         field visits
         leaflet
         brochure – general information
         brochure – Appropriate Assessment




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6.6       MINING & ENERGY

The Ministry of Mining and Energy performs the many tasks of the state administration, amongst them
issues which relate to the energy sector and mining activities.
The infrastructure in Serbia is obsolete, having suffered greatly from war and lack of investment. For this
reason, the energy sector is a priority area. At the same time, greater use of renewable energy sources
and energy efficiency measures are being promoted. Also the increase of capacities is among the
priorities for the future.
There are several cross-cutting issues, like spatial planning, EIA/SEA
The attitude of the mining and energy sector towards nature conservation is extremely low but on the
other hand, the sector is of high importance as often places of activities used by mines are overlapping
with protected areas. Insecurities and fears can be observed, statements like „investors will run
away‟, ‟too much paper work‟, „too long licenses process‟ and „nothing is possible‟ can be heard.
There is a strong need for information sharing on both sides.


Possible key messages are:
         Together we can!
         Time is money, together we are faster!
         Help nature to restore!
         Energy in synergy!


Most appropriate tools for the energy & mining sectors:
         workshops and meetings
         field visits (after workshops)
         common events „Rafting & Caving‟
         using helmets and life vest with NATURA 2000 logo during events
         exhibitions and lectures
         competition ‘How to restore a quarry?’
         auctions
         Monopoly game ‘NATURA 2000 and Mining & Energy’




                                                                                                        15
6.7       FISHING & HUNTING

Serbian‟s forests and waters are rich in game and fish populations. In this sector there are many players,
governmental bodies, the hunting and fishing associations (there are about 400 organizations and clubs
of sports fishermen!) and the fisheries district managers which are private enterprises. The licensing
system covers most of the expenditures and the budget allocation is less than 1% of the national budget.
The legislative situation is not transparent, not mutually harmonized and partly impossible to implement.
The sector is facing several threats, like the building hydro-power plants for energy production,
infrastructure projects (corridors), the increase demand of the commercial fisheries, but also illegal
activities are threatening biodiversity (fishing 30%, for poaching of game there are no data available).
The priorities in this sector for the next five years are the improvement and enforcement of existing
legislation, decreasing the pressures on natural resources through improved management plans and
enhanced control and surveillance. The elaboration of the Fisheries Operational Program in the context
of EU accession is another priority.

The cooperation with the nature conservation sector will bring major benefits, e.g. better protection of
species and habitats, improved management of game/fish populations, sustainable development of rural
areas, and others. This can be reached through organizing joint workshops including field visits,
education activities, cooperation between hunting and fishing rangers, etc.

Possible key messages are:
         Catch & release – prolong your pleasure!
         Game is the decoration of our forests!


Most appropriate tools for the fishing & hunting sectors:
         workshops in fishery districts
         articles in hunting magazines
         video
         documentaries




16
6.8       NGOs

Many NGOs in Serbia are relatively small, but there are also some which have an international network
behind them (e.g. WWF, IUCN, REC). There are about 250 environmental NGOs registered, but less
than 50 are really active, the majority working with topics like recycling and other environmental
initiatives and very few have any biodiversity interests. Currently a new law on NGOs is prepared.

NGOs are becoming more and more important for strengthening the civil society; during the last years
they became better organized and cooperation with the government is improving on both the local and
national level. Still they are facing heavy legacy from the past, the political dependence, not enough
credibility, no clear strategy, etc.

There is a clear need for cooperation and networking and building up trust. NGOs can play the
„watchdog roll‟ but representatives can also become valuable members and supporters in the proposed
Steering Group for NATURA 2000 implementation.

Possible key messages are:
         You play a model role!
         Nature needs your help!
         Nature needs help – we need you!
         (Re)search 2 protect!


Most appropriate tools for the NGO sector:
         web site
         common workshops for different target groups
         field visits
         talk-show with celebrities




                                                                                                     17
6.9       SCHOOLS

Schools are thought to be an easy sector as pupils can be easily motivated for nature protection issues.
Biology is obligatory in all school curricula, some institutions have even mandatory „nature guards‟.
Children are eager to learn about nature and charismatic species or about waste collection and
recycling. The transfer of knowledge can be done through developing small projects or using
excursions, open sky class rooms, nature playing games and sport activities. They can also play a role
in educating their parents.
Many people consider nature and nature protection as complicated issues which can only be taught to
older students or that it requires a lot of time and resources. This is definitely not true, specifically in
rural areas where schools are surrounded by nature. So let‟s use this for education activities already
starting in pre-schools. Through joint actions like workshops & projects in the nature, school gardens,
nature trails, etc., not only children get motivated, but also teachers. Learning by doing and having fun,
this is raising awareness for biodiversity and nature protection.


Possible key messages are:
         We are the future – we want to enjoy nature!
         We are part of the nature!
         Nature is our friend – let‟s help nature!


Most appropriate tools for the school sector:
         excursions to protected areas
         manuals for teachers
         developing projects, e.g. school garden
         stories related to nature
         nature games




7         TIMETABLE – ACTION PLAN

Having identified the stakeholders and suitable tools, all measures/actions can be inserted into a
timetable. This action plan provides a good overview about planned activities, helps to organize the
implementation of the strategy in terms of timing, personnel and financial resources.
The communication strategy is divided in yearly phases (2011 – 2016); annually updated on work plans
with strategically adjustments are foreseen according to the real situation. In cases where many tools
and activities are foreseen for a particular target group, specific timetable for this target group can be
made. The same is valid, if there are a lot of activities in a particular month, a specific timetable for this
month can be developed.



18
                                           Activity/Tool                                       Target Group   Responsibilty       2011      2012    2013    2014    2015        2016
Establishment of Steering Group/Boards                                                        for all              MoE            now
Meetings of Steering Group/Boards                                                             for all              MoE                        x      x       x       x           x
                                                                                                              MoE, with input
Official N2K web site                                                                         for all           Institutes       4th Q1
Big update of N2K web site                                                                    for all              MoE                                      1st Q
                                                                                                                 MoE (PR
National campaign promoting N2K (TV spots, printed material, etc.)                            for all          department?)                          x       x
N2K Info (phone) line                                                                         for all              MoE                               x       x
USB stick with info on N2K                                                                    for all              MoE                        x      x
Twinning web site                                                                             for all              MoE             x          x
Meetings with relevant institutions                                                           Agriculture     MoA with MoE       2nd Q
TV Shows (general information)                                                                Agriculture          MoA          3rd/4th Q
Articles in newspapers                                                                        Agriculture     MoE with MoA      3rd/4th Q
Poster and leaflet - general information                                                      Agriculture     MoE with MoA
Meetings in villages close to potential N2K sites - general info                              Agriculture     MoA with MoE                  2nd Q
Fair stand                                                                                    Agriculture     MoA with MoE                    x
Leaflet - concrete information                                                                Agriculture     MoA with MoE                          4th Q
Meetings, public hearing in al villages which are close to N2K sites - specific information   Agriculture     MoA with MoE                          4th Q    x       x
Network of advisory services has information and distributes it                               Agriculture          MoA                                       x
Events at local fairs - specific information                                                  Agriculture          MoA                                       x




         1
             Q = a quarter of the year


                                                                                                                                                                           19
                                         Activity/Tool                           Target Group        Responsibilty     2011    2012   2013    2014   2015   2016
Celebrating international Day of Forests                                        Forestry           MoE with Dir of F   21.03
Workshop forestry management plans - general information                        Forestry           MoE with Dir of F     x      x
Publication 'Forest Areas of Serbia - identifying potential N2K forest areas'   Forestry           MoE with Dir of F                  1st Q
Articles for private forest owners in newspaper - general info, TV              Forestry           Dir of F with MoE            x
Presentations and lectures                                                      Water                    MoE            1x
Field visits                                                                    Water                    MoW            3x
Round table                                                                     Water                    MoE           1-2x
Brochure / guide                                                                Water                MoE with MoE        x                     x
                                                                                Fishery        &
Workshop fishery districts management plans - general information               Hunting            MoE with Dir of F     x      x
                                                                                Fishery        &
Articles in hunting magazines                                                   Hunting            Dir of F with MoE            x
                                                                                Fishery        &                                       x
Video                                                                           Hunting            Dir of F with MoE
                                                                                Fishery        &                                       x
Documentaries                                                                   Hunting            Dir of F with MoE
Presentations and round tables + field visits                                   Spatial Planning         MoE            4x
Leaflet                                                                         Spatial Planning         MoE                    x
Brochure - general information                                                  Spatial Planning         MoE                    x
Brochure 'Appropriate Assessment'                                               Spatial Planning         MoE                           x
Thematic workshops (species & habitats)                                         Science                Institutes      2nd Q
Mailing list                                                                    Science                  MoE           3rd Q
Meetings/round tables                                                           Science                Institutes      4th Q
Funding opportunities / best practices                                          Science                   MoE                   x




          20
                                        Activity/Tool    Target Group      Responsibilty   2011   2012    2013   2014   2015   2016
Exchange programmes with EU countries                   Science                MoE          x       x      x      x      x      x
Newsletter                                              Science             Institutes            1st Q
Workshops, meetings                                     Mining & Energy        MoE          x       x      x      x
Field visits (after workshops)                          Mining & Energy       MoE                   x      x      x
Common event 'Rafting & Caving'                         Mining & Energy        MoE          x       x
Helmets/life vest with N2K logo                         Mining & Energy        MoE          x
Exhibition and lectures                                 Mining & Energy        MoE                         x
Competition 'How to restore a quarry'                   Mining & Energy        MoE                         x
Auctions                                                Mining & Energy        MoE
Monopoly 'N2K and Mining & Energy'                      Mining & Energy        MoE                                x
Field visits - how NGOs can be included?                NGO                    MoE          x       x      x      x
Workshops for different target groups                   NGOs              NGO (and MoE)             x
Talk show with celebrities                              NGOs                   NGO                         x




                                                                                                                        21
8     RESPONSIBILITIES AND RESOURCES

This chapter has to be clarified with Beneficiary (Ministry of Environment).




9     EVALUATION

To know whether the communication strategy succeeds, it is necessary to evaluate. The strategy should
not only be evaluated after its implementation, but it is also recommended to evaluate in between. In
this way it can be found out whether strategy is a right one or that some changes should be made along
the way.


Below there are some basic methods of evaluation:
           Ongoing internal review and monitoring: This can be done through regular reporting or
            special monitoring meetings, but also on an informal day-to-day basis.

           Stakeholder consultation and review: this can be done informally through day-to-day
            contact and formally e.g. through surveys and meetings.




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