UNEP External Communications Strategy (X-Com)

Transcription

1 UNEP External Communications Strategy (X-Com)

2 Contents Introduction Rationale X-Com vision Guiding principles Audience/stakeholders Corporate messages Communications objectives Communications instruments/channels Monitoring and evaluation 2

3 Introduction The vision of UNEP is to be the leading global environmental authority that sets the global environmental agenda, that promotes the coherent implementation of the environmental dimension of sustainable development within the United Nations System and that serves as an authoritative advocate for the global environment. Through the Medium-term Strategy (MTS), UNEP will seek to realize its vision by focusing its efforts on six cross-cutting thematic priorities climate change, disasters and conflicts, ecosystem management, environmental governance, harmful substances and hazardous waste, and resource efficiency each with an objective and expected accomplishments. UNEP will actively reach out to governments, other United Nations entities, international institutions, multilateral environmental agreements, civil society, the private sector and other relevant partners to implement the MTS. To help achieve this outreach, UNEP has devised the External Communications Strategy (X-Com). The X-Com provides an overarching communications roadmap designed to communicate the identity and value of UNEP s mandated role articulated through the six thematic areas and the Green Economy Initiative. Climate change Disasters and conflicts Ecosystem management To strengthen the ability of governments to integrate climate change responses into national development processes. To minimize environmental threats to human well-being arising from the environmental causes and consequences of conflicts and disasters. To influence governments to utilize the ecosystem approach to enhance human well-being. Environmental governance To facilitate the strengthening of environmental governance at country, regional and global levels to address agreed environmental priorities. Harmful substances and hazardous wastes Resource efficiency sustainable consumption and production To help minimize the impact of harmful substances and hazardous waste on the environment and human beings. To ensure that natural resources are produced, processed and consumed in a more environmentally sustainable way. The above objectives are taken from the MTS. Work is in progress as per the Programme of Work to define a communications objective and plan for each sub-programme which will be guided by this overarching communications strategy. 3

4 Given that brand building and changing public perceptions and promoting an agenda require calculated long-term strategic planning, the X-Com aims to lay durable foundations for future communications work to serve UNEP beyond the MTS. This is an evolving document designed to adapt to the changing organizational and communications needs and the environment as needed. External variables may include funding environments, political priorities and alliances, technological advances and increased or diminished interest and understanding of environmental issues. It is also based upon the assumption and need for a robust Knowledge Management System as well as adequate funding for communications within the organization. At UNEP we communicate the content and context of projects, results, reports, science, events and policy pushes. We also communicate UNEP's mission and vision, its values and corporate goals, its identity as a trusted, neutral and accepted international organization. UNEP s overarching communications vision is flexible enough to accommodate diverse national and regional circumstances. By emphasizing a relatively consistent corporate message it is possible to clarify and raise awareness about the relevance of UNEP s role in individual countries and territories. The X-Com will guide the development and implementation of outreach products and programmes related to the cross-cutting thematic priorities to support and supplement substantive activities undertaken by UNEP divisions and regional offices, UNEP communication and outreach strategies and programmes. Communications model 4

5 Rationale Why communicate? i. We live in an age of information overload, and getting UNEP s message across to relevant audiences is increasingly difficult and requires more sophisticated and dynamic ways of communicating. ii. The environment, broadly speaking, is moving from the wings to centre stage but is still viewed as peripheral to other seemingly more pressing agendas, i.e. the economy, schools, national news and more local or domestic concerns. iii. The environmental arena is crowded both from other UN agencies that work on environmental issues and fromngos, foundations and think tanks. It is a competitive field. iv. We have narrower timeframes than before to get it right, make the case and encourage behaviour change and solutions. v. UNEP needs to reach the converted those that want to effect change but may be looking for allegiances and advice - as well as sceptics and influential decision makers who may not understand or see the relevance of UNEP s work. vi. UNEP needs to showcase success stories and achievements to strengthen government and donor perception and mobilize resources. vii. UNEP needs new ways of communicating and recycling stories and information. One hit wonders tend to get lost in the plethora of information. viii. There are increasingly new communication tools and audiences to tap into and mobilize for action on the environment ix. We need to articulate and convince leaders and stakeholders to: - amplify the environment within the sustainable development agenda and reinforce the point that wise stewardship and management is linked with poverty alleviation - bring the economics of biodiversity and healthy ecosystems into wider awareness and ultimately mainstream economics. The Green Economy provides opportunities to tackle global environmental challenges achieve sustainable economic growth and achieve various aspects of the Millennium Development Goals. This communications strategy notes but does not prescribe solutions to the following challenges that may undermine the delivery of UNEP s mandated role with regard to communication including: lack of clarity of key audiences low brand recognition lack of uniform, differentiated, institutional identity limited multilingual communication platforms diluted online presence requiring better knowledge management systems lack of available raw and packaged information on UNEP s work. 5

6 X-Com vision UNEP is enabled through communications to achieve its mission through the most efficient, effective and inspiring communication tools and tactics available, which serve to catalyse sustainable development and simultaneously position UNEP as the UN authority on the environment. Guiding principles These guiding principles are a set of rules to guide the implementation of the X-Com at a practical level. Communication activities respect the Charter of the United Nations and the organization s core values of integrity, professionalism and respect for diversity. Senior management support the X-Com as an organization-wide tool. Stakeholder needs (including multilingualism and regionalization) are fully integrated into all communications planning and delivery, which should be service orientated. In the spirit of ONE UNEP, staff will actively support the X-Com strategy and provide crossdivisional collaboration and support. UNEP strives for the highest quality editorial standards, relevance and accessibility for the audience. UNEP will maximize its communications, advocacy and influence by capitalizing on strategic partnerships. Responsiveness, information and knowledge sharing and operational and staff efficiency are central to effective communication. Technology and communication methods and advances are integrated where appropriate to enhance communication. Communications products and activities are conducted with consideration of their environmental footprint with efforts made to follow best practice. Effective internal communications are critical for exemplary external communication delivery. 6

7 Audiences/stakeholders The MTS indicates that UNEP divisions and regional offices will actively reach out to governments, other United Nations entities, international institutions, secretariats of multilateral environmental agreements (MEAs), civil society, the private sector and other relevant partners to support delivery of the MTS. Targeted audiences will vary according to the needs of individual activities and projects as defined by the Programme of Work and specific projects, and may be categorized as follows: Governments: The governments of the 192 UN member states. Intergovernmental organisations: This includes international institutions and the secretariats of multi-lateral environmental agreements. UN entities: As the voice of the environment within the UN system all other UN entities are important audiences for UNEP s communications work. Donors: Key targets in this category include the G20, G8, G5, G77 and leading countries in small island developing sates, the European Union and the BRIC countries (Brazil, Russia, India and China). Scientific community and students: Building on UNEP s scientific credibility in areas related to assessment, early warning, post conflict work and policy formulation, UNEP provides access to cutting-edge scientific data in support of policy development. Business community including the industrial and financial sectors: Communicate corporate environmental responsibility as collective responsibility to safeguard natural capital, and as a business and economic imperative. Youth 3 billion of the world s population: Their future will be impacted on by today s environmental degradation and they will be the guardians of the future. Civil society and major groups: The voices representing the global commons in environment, development, trade unions, consumer groups, aid, justice, youth, faith and other groups. These groups have evolved in recent years as key stakeholders, sophisticated communicators and influential shapers of public opinion. Allies at the grassroots level: Acknowledging that within this group there are a myriad of demographic and social differences, UNEP will inspire and activate millions to recognize and support the UNEP brand and mission. UNEP can advocate the significance of individual and collective voluntary action as part of the solution to mounting environmental challenges. 7

8 Corporate messages Within UNEP s communications work, the overall context for why we communicate can be summarized using corporate messaging describing the urgency of the challenges the global community faces to ensure future sustainability and healthy ecosystems, the political context, and UNEP s value. 1. Environmental challenges The world faces unprecedented environmental challenges which call for immediate action. Ecological systems are at an increasing risk of crossing tipping-points beyond which abrupt, accelerating and potentially irreversible changes may occur, risking lives and livelihoods. This unprecedented change in ecosystems is caused by human activities taking place in an increasingly globalized, urbanized and industrialized world, driven by unsustainable capital economies. 2. Placing environmental sustainability at the centre of global debate Mounting scientific evidence shows that global prosperity and human well-being depend on the productivity of the world s ecosystems and the services they provide. Environmental degradation affects people s security, health, social relations, material needs and development. UNEP encourages a holistic, interdisciplinary approach to complex environmental problems and offers solutions. 3. UNEP s global niche UNEP is the authoritative advocate for the global environment within the UN system and beyond. UNEP is the leading environmental authority that sets the global environmental agenda and promotes the coherent implementation of the environmental dimension of sustainable development within the UN system and beyond. Unique value: from science to policy. UNEP uses its convening power and unique position to engage multi-stakeholder dialogues to encourage the formulation of sound environmental policy based on reliable scientific knowledge. 4. Opportunities and the Green Economy Environmental challenges represent opportunities for innovative solutions. New and exciting avenues for sustainable development emerge from the use of economic and regulatory instruments, new and existing technologies, and the empowerment of stakeholders. The axis of environmental sustainability and the economy needs to be a determinant of future market opportunities and policymaking decisions. Investment in ecosystem services, renewable energy and energy efficiency can safeguard and create employment, as well as help to alleviate the current global economic crisis. 8

9 5. Specific messages on thematic priorities Building on the core narratives, specific messages will be tailored for each of the six priority areas, drawing on science and local context, as well as interlinkages with other priority areas. The following are suggested messages for sub programmes. 1. Climate Change Climate change is one of the major challenges of our time and adds considerable stress to our societies and to the environment. The impacts of climate change are global in scope and unprecedented in scale. Actions to combat climate change and help create low carbon societies at local and global levels count. 2. Disasters and Conflict Reducing the risk of disasters and conflicts, mitigating their impacts and building resilient societies and economies, is at the top of the international agenda to provide human security and well-being for the long term. 3. Ecosystem Management Human well-being depends on the health of ecosystems. The benefits that we derive from nature and rely on every day, from timber and food to water and climate regulation, are all ecosystem services. We need to halt and reverse the current degradation of our Earth s ecosystems and encourage regions and countries to integrate an ecosystem management approach into development and planning processes. 4. Environmental Governance Governing our planet s rich and diverse natural resources is an increasingly complex challenge. In our globalized world of interconnected nations, economies and people, managing environmental threats, particularly those that cross political borders, requires new global, regional, national and local responses. 5. Harmful Substances and Hazardous Waste The global economy is generating increasing amounts of hazardous waste in countries that lack the systems and resources for their proper management. This waste poses serious risks to people and the environment if it is not adequately controlled. Keeping the environment and people safe from harmful substances and hazardous waste means working to avoid these dangers entirely by removing them, wherever possible, from production and use. 6. Resource Efficiency Economic growth and social development cannot be sustained with our current consumption and production patterns. Globally, we are extracting more resources to produce goods and services than our planet can replenish. Better production and informed consumption choices will assist in meeting human needs, while conserving the planet s resources. 9

10 Communication objectives 1. Improve communications reach and impact guided by UNEP s science to policy mandate UNEP s ability to provide timely assessments on the state of environment and related policy recommendations, its ability to be a knowledge provider and convener, necessitates improving the communications reach to key audiences as outlined in sub-programmes. 2. Strengthen recognition of the value of UNEP s work and solutions For UNEP to be recognized as the leading environmental authority that sets the global environmental agenda and promotes the coherent implementation of the environmental dimension of sustainable development within the UN system and beyond, branding should be based on differentiating UNEP from other UN agencies, advocacy groups and/or scientific bodies. Strategic partnerships, including those with corporate organizations, with relevance to UNEP s mandate should be used effectively to promote UNEP and its mission. 3. Stakeholders adopt the Green Economy approach more widely as a solution to global environmental challenges UNEP will continue to promote the overarching programme, the Green Economy Initiative, which was launched at the height of the global financial and economic crisis in late 2008 in order to assess how sectors such as renewable energies, clean and efficient technologies, water services and sustainable fisheries could contribute to economic growth, creation of jobs, social equity and poverty reduction, while addressing climate risk and other ecological challenges. UNEP will continue to bring forth the smart market mechanisms, fiscal policies and case studies that give meaning to the concept of the Green Economy to developed and developing economies. 4. Organizational capacity is strengthened For UNEP to be an effective communications organization, internal communication and is needed to create a cohesive, well-trained workforce of UNEP staff capable of supporting the communication needs of the organization. A greater emphasis may be placed on collaboration, coherence, innovation, results and operational effectiveness of UNEP and the MEAs to also support external communications. 10

11 Communications instruments/channels UNEP will produce a series of products to strengthen its outreach and impact, as well as establishing it as the authoritative voice of the environment. Examples are: UNEP Annual Report and other corporate information materials UNEP website and online resources News releases Social media Key science publications Case studies Flagship magazines Training materials Special events and youth events Audio-visual material Goodwill Ambassadors Speeches and presentations. Communications expertise throughout the organization should be enlisted to assist in the development of communication strategies and products for UNEP. Monitoring and evaluation Monitoring and evaluation processes provide reliable data to support the implementation of an adaptive, results-based communications programme. Monitoring and evaluation help identify areas of strength on which to capitalize and areas of weakness for course correction and remedial action. The Monitoring and Evaluation Plan will help answer: how close did we come to reaching our objectives set against which criteria? what worked? what didn t? why? why not? how should we act differently next time? what are the action steps to get us there? Qualitative and quantitative indicators, measured against baseline data, will include: Activity Indicators Indicating quantitative implementation achievements, such as, the number of publications distributed; press releases disseminated; websites developed; films produced; new partnerships formed, press events organized, etc. 11

12 Impact Indicators Showing short-term results of implemented activities, such as: the pick up of press releases; web statistics including visits, referral sites, geographic distribution, links; number of followers on Twitter and Facebook; visits to UNEP You Tube content; and responses to messages and invitations. To include baseline surveys of both UNEP and environmental awareness before and after activities using UNEP crafted key messages with key audiences. Output Indicators To indicate whether the long-term strategic objectives of the strategy are being met through surveys to capture qualitative/quantitative information on attitude, behaviour, motivation, awareness and recognition, achieved through communications and outreach. Immediate change at a policy level may be attributed normally to a combination of communication, outreach and advocacy efforts to be assessed on a case by case basis. References UNEP Medium-term Strategy UNEP Programme of Work POW Climate Change Sub-programme, Project 3: Climate Communication, Education and Outreach Package POW Ecosystem Managagement Sub-programme, Project 5: Making the case for Ecosystem services a global outreach and communications package POW Environmental Governance Sub-programme, Project: POW Resource Efficiency Sub-programme, Project 5: Promote Resource Efficiency and Mainstreaming Sustainable Lifestyles UNEP Social Media Strategy UNEP Internal Communications Framework June 2010 UNEP Website Governance June 2010 Terms and Conditions for UNEP Goodwill Ambassadors 12