POETCom Communications Strategy

Transcription

1 POETCom Communications Strategy to sustaining our cultures and communities; improving

2 This Communication Plan was published on behalf of the Pacific Organic and Ethical Trade Community by the Secretariat of the Pacific Community through assistance from the European Union-funded project, Increasing Agricultural Commodity Trade. Published with the assistance of the European Union funded Increasing Agricultural Commodity Trade Project by the Secretariat of the Pacific Community, Land Resources Division on behalf of the Pacific Organic and Ethical Trade Community. Pacific Organic Standard is a member of the IFOAM Family of Standards POETCom is hosted by the Secretariat of the Pacific Community at its Suva Regional Office SPC Private Mail Bag Suva Fiji Islands P: F: E: POETCom@spc.int

3 ACRONYMS ACO CB CePACT CTA FAO HOAFS ICS IFAD IFOAM LRD MOAFs NASAA OA PGS PIFS PHLOG POETCom POGS POS SPC SPREP UNDP USP VCO Australian Certified Organic Certifying Body Centre for Pacific Crops and Trees Technical Centre for Agriculture and Rural Cooperation United Nations Food and Agriculture Organisation Heads of Agriculture and Forestry Services Internal Control System International Fund for Agricultural Development International Federation of Organic Agriculture Movements Land Resources Division Ministers of Agriculture and Forestry National Association of Sustainable Agriculture Australia Organic Agriculture Participatory Guarantee Scheme Pacific Island Forum Secretariat Pacific High Level Organics Group Pacific Organic and Ethical Trade Community Pacific Organic Guarantee Scheme Pacific Organic Standard Secretariat of the Pacific Community Secretariat of the Regional Environment Programme United Nations Development Programme University of the South Pacific Virgin Coconut Oil

4 Contents 1 Purpose: 1 2 Background: Our Vision Our Mission Our Values Goals: 2 3 Key Issues 3 4 Objectives 3 5 Strategies 4 6 Constraints 4 7 Key Messages or Themes Theme: Who We Are Theme: Organics is a solution for a sustainable future 5 8 Implementation Table 5 9 Monitoring and Evaluation 9

5 PACIFIC ORGANIC AND ETHICAL TRADE COMMUNITY (POETCom) COMMUNICATIONS STRATEGY 1 PURPOSE This communication strategy sets out the direction and activities for the Pacific Organic and Ethical Trade Community s(poetcom) communication efforts. It can be used to guide POETCom and its members in their communication activities to ensure a consistent message is regularly and effectively received by the target audiences. It is a comprehensive plan aimed to include new and existing communication activities. The overall purpose of the Communications Strategy is to assist POETCom achieve its Vision and Mission and should be read in conjunction with the Strategic Plan BACKGROUND POETCom is a not for profit membership organisation with active members (farmers associations, farmer support organisations, NGOs, private sector, research institutions and working with governments)in 14 countries of the Pacific region with the Secretariat hosted by the Land Resources Division of the Secretariat of the Pacific Community in Suva, Fiji. POETCom serves as the peak body providing a unified voice for the organic and ethical trade movement in the region. Through coordination, information sharing, networking, and capacity building programmes as well as establishing a regional certification scheme to support market access and trade POETCom aims to: improve local and regional food and nutritional security; improve farmer livelihoods, by enabling farmers to trade, with access to both domestic and export markets, and by reducing their dependence on imported production inputs; improve human health, by providing better access to high-quality, clean and nutritious food; promote diversified, productive and sustainable farming systems able to face global crisis; protect and enhance the environment, by encouraging the use of environmentally friendly management practices; and improve the well-being of people and communities, by promoting the adoption of ethical labour and social justice principles. 1

6 2.1 OUR VISION Organics and ethical trade: the key contributor to sustaining our cultures and communities, improving farmer livelihoods, people s health and the environment in the Pacific. 2.2 OUR MISSION Through coordination, information sharing, networking, capacity building and establishing a regional certification scheme grow the organic and ethical trade movement and contribute to a productive resilient, sustainable and healthy Pacific Island region. 2.3 OUR VALUES We seek to be guided by spiritual principles. We are committed to preparing our populations for the challenges of climate change; and ensuring food and nutritional security and enhancing adapted biodiversity. We are guided by an understanding of Pacific approaches to decision making and take into account Pacific values, traditions and cultures. We seek to ensure equality of access, e.g. by people of different genders and ages and from different countries and sub regions as well as the principles of fairness, justice and partnership. We recognise the value of youth for a productive agriculture sector. We recognize the need to support and enhance the quality of people s life with an emphasis on those who work on the land and future generations as well as respect for the land and broader environment. We are committed to networking/positive engagement and communication and the development of increasing self reliance. We are committed to the principles of organic agriculture and the holistic approaches it encompasses. We are committed to building a more inclusive Pacific community Working together, supported by past traditions and connections with the land to achieve our vision. 2.4 GOALS POETComs Strategic Plan identifies 4 Goals: Changing Mindset - For organic agriculture to be mainstreamed and widely recognised and adopted as a solution to many of the regions challenges 2

7 Enhanced Production and Environment- For organic production to meet market demands and ensure food and nutritional security for Pacific peoples Strengthened Value Chains- For domestic and export organic value chains to be developed and strengthened providing expanded livelihoods opportunities for Pacific producers Organisational Sustainability - For POETCom to secure the partnerships and the human, financial and institutional resources it requires to achieve its mission and goals. 3 KEY ISSUES Lack of awareness of POETCom s role and mission at: o Country level Governments, private sector and producers o At regional organisation level SPC, PIFS, PIPSO, SPREP and others o Donor and development partners o Amongst media. Lack of understanding of organics and ethical trade and their potential benefits for climate change adaptation and mitigation; biodiversity; food and nutritional security and livelihoods at o Country level Governments, private sector and producers o At regional organisation level SPC, PIFS, PIPSO, SPREP and others o Donor and development partners o Research and educational institutions o Amongst media. 4 OBJECTIVES The Objectives of the Communications Strategy are to address these gaps in understanding and awareness through: Increasing the visibility of POETCom through improving communication activities that reach the target audiences Cultivate media interest in and generate coverage of POETCom s activities and successes. 3

8 5 STRATEGIES To achieve the purpose and objectives of the Communications Strategy POETCom will undertake the following strategies: Strategy 1: Increase awareness of POETCom s activities through national, regional and international media and communication activities Strategy 2: Leverage partners to join in the effort to promote POETCom through collaborating with them to utilize their communication channels and opportunities Strategy 3: Increase brand visibility through coordinating communications efforts, managing consistent corporate identify and increasing participation and presence at appropriate events Strategy 4: Making available appropriate information, communication and education materials and resources to members and affiliates. 6 CONSTRAINTS POETCom works with in resource constraints and will endeavor to address the following constraints by identifying further resources and building capacity at national level to more effectively implement the Communications Strategy. POETCom lacks the systems and resources to gather or generate communications information/materials in a timely manner enabling a more proactive approach. POETCom lacks resources to engage effectively in social media. POETCom members and affiliates require capacity building to support communications efforts. 7 KEY MESSAGES OR THEMES 7.1 THEME: WHO WE ARE POETCom s Vision POETCom s Mission Who are the members and what do they do What services we provide How to participate 4

9 7.2 THEME: ORGANICS IS A PILLAR FOR A SUSTAINABLE FUTURE Climate Change mitigation and adaptation Enhances biodiversity Offers Livelihood opportunities Provides for food and nutritional security Prevents land degradation and restores degraded land Provides opportunities for youth and women s empowerment Provides health benefits for our people. 5

10 8 IMPLEMENTATION PLAN Key Issue Strategy Target Audience Key Messages Activities Timeframe Resources Required Lack of awareness of POETCom s role and mission at: Country level Governments, private sector and producers At regional organisation level SPC, PIFS, PIPSO, SPREP and others Donor and development partners Amongst media. Strategy 1: Increase awareness of PO- ETCom s activities through national, regional and international media and communication activities Strategy 2: Leverage partners to join in the effort to promote POETCom through collaborating with them to utilize their communication channels and opportunities Strategy 3: Increase brand visibility through coordinating communications efforts, managing consistent corporate identify and increasing participation and presence at appropriate events Strategy 4: Making available appropriate information, communication and education materials and resources to members and affiliates. General public; government ministries; NGOs; development partners; producers; farmer associations; private sector; regional organizations; Pacific High Level Organics Group(PHLOG); IFOAM Who We Are: a) POETComs Vision & Mission; b) Who are the members and what do they do; c) What services we provide; d) How to participate. Internal Publications a) Bi monthly newsletter b) Annual report publication c) Strategic Plan publication d) Pacific High Level Organic groups Update e) POETCom list serve Brand: a) Develop POETCom brand and corporate Identity; implement consistently b) Develop collateral for event pack/information kit for each country c) Develop fliers, promotional brochures, membership application forms d) Develop website including pages for focal points and members e) Participate in PIFS, SPREP meeting; HOAFS & MOAF; FAO Ministerial; Ag shows; PPPO. f) Develop collateral such as hats, shirts, printed uniform Media Releases: a) Develop media database for circulating releases; print radio and TV Bi monthly Annually - Feb 3000 FJD FJD quarterly Ongoing Ongoing July ,000FJD Jan ,000FJD Jan ,000FJD Ongoing 10,000FJD Dec ,000FJD July 2013 b) Draft media releases on all events and outcomes Ongoing External Newsletters & magazines: a) Articles for LRD Newsletter 2 per year 6

11 Key Issue Strategy Target Audience Key Messages Activities Timeframe Resources Required b) Regional air lines in-flight magazines c) National magazines eg. MaiLife; Island Business d) Development Partner publications e) Seek opportunities for TV and Radio spots such as Tagata Pasifika Capacity building a) Identify resources for undertaking communications work Ongoing Lack of understanding of organics and ethical trade and their potential benefits for climate change adaptation and mitigation; biodiversity; food and nutritional security and livelihoods at: Country level Governments, private sector and producers At regional organisation level SPC, PIFS, PIPSO, SPREP and others Strategy 1: Increase awareness of PO- ETCom s activities through national, regional and international media and communication activities Strategy 2: Leverage partners to join in the effort to promote POETCom through collaborating with them to utilize their communication channels and opportunities Strategy 3: Increase brand visibility through General public; government ministries; NGOs; development partners; producers; farmer associations; extension providers; private sector; regional organizations; Pacific High Level Organics Group(PHLOG); schools. Organics is a solution for a sustainable future providing: a)climate Change mitigation; restoration & adaptation; b) Enhances biodiversity c) Offers Livelihood opportunities d) Provides for food and nutritional security e) Prevents land degradation b) Identify capacity building opportunities for Focal Points and members Internal Publications a) Bi monthly newsletter b) Annual report publication c) Pacific High Level Organic Group Update d) POETCom list serve External Newsletters & magazines: a) Articles for LRD Newsletter b) National magazines eg. MaiLife; Island Business c) Development Partner publications d) Seek opportunities for TV and Radio spots such as Tagata Pasifika Ongoing Bi monthly Annually - Feb Quarterly Ongoing & funding as per above 7

12 Key Issue Strategy Target Audience Key Messages Activities Timeframe Resources Required Donor and development partners Research and educational institutions Amongst media. coordinating communications efforts, managing consistent corporate identify and increasing participation and presence at appropriate events Strategy 4: Making available appropriate information, communication and education materials and resources to members and affiliates. f) Provides opportunities for youth and women s empowerment g) Provides health benefits for our people. Advocacy a) Develop and print position papers for policy makers b) Develop Fact sheets on key issues for inclusion in information kit. c) Print posters series on key themes d) Develop multimedia resources on key themes e) Participate in PIFS; SPREP meeting; HOAFS & MOAF; FAO Ministerial; Ag shows; PPPO. f) Develop educational resources for schools g) POETCom members to speak at events on related topics h) POETCom members to engage in policy dialogue at National level in areas of health, environment and agriculture 2 per year 2 per year Ongoing Dec 2015 Ongoing Ongoing 500FJD Staff Time 2000FJD 5000FJD 10,000FJD As above Project required In kind In kind 8

13 9 MONITORING AND EVALUATION Activity implementation will be monitored against timeframes indicated in the Implementation Plan. The POETCom Secretariat monitors and ensures reporting of regional level activities- this is an ongoing activity and updates are reported quarterly through LRDs reporting structure and to the POETCom Advisory Board. Focal Points must submit a National Organic Industry Summary(NOIS) report annually which includes data on media coverage and other communications activities at national level. The Secretariat annually provides a comprehensive review of the Communications Strategy based on the data collected to the POETCom Advisory Board and Advisory Board through the Annual Reporting mechanism will inform all members and stakeholders of progress towards the goals of the plan and any necessary adjustments or learning that are to be implemented. 9

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