Building social capital for arpa
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Building social capital for ARPA. What a communication strategy has to offer… Frits Hesselink Brasilia, March 2005. Communicating biodiversity: how to interest your audience?. How to mainstream vision and messages of ARPA?. Whatever you publish or lecture, in most cases

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Building social capital for ARPA

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Building social capital for ARPA

What a communication strategy has to offer…

Frits Hesselink

Brasilia, March 2005


Communicating biodiversity:how to interest your audience?


How to mainstream vision and messages of ARPA?

Whatever you publish or lecture, in most cases

people (non experts) either:

  • do not know (“never heard of it”)

  • do not read or show up (“I have other priorities”)

  • do not understand (“for me it’s just abacadabra”)

  • do not agree (“why should I change?”)

  • do not act (“others first…”)

  • or do not repeat the action (“oh, did I really contribute?”)


Communication Strategy

Planning of a mix of interventions for:

  • Building public support

  • Persuading policymakers and donors

  • Guiding interactive meetings to results

  • Building leadership on the ground

  • Managing stakeholder processes

  • Introducing new practices and change


Communication discipline: lights, camera, action!

  • Creating the mood

  • Turning the audience on

  • Crafting language and images

  • Timing & delivery of the message

  • Making the audience sing along

  • Keeping the audience coming back

  • Telling their friends about ARPA


What communication brings

  • How to touch emotions

  • How to influence an agenda

  • How to guide participation processes

  • How to guide capacity building processes

  • How to tailor messages to audiences

  • How to assess receptiveness audiences

  • How to guide interaction towards results


Example:

ARPA - FROM BACKROOM TO THE STAGE

  • Innovation

  • Agenda setting for new policies

  • Catalyst for change on the ground

  • Leadership in developing capacity to protect nature, while assisting the community

  • Mechanism for long term funding


Putting a spring in our step

ARPA – we create leadership in super scale

management of the Amazon rain forest

We focus on

  • Win-win Opportunities

  • Integrated Policies for Change

  • Continuous Capacity Development


Expertise strategic interventions

  • Events, lunches, dinners – PR manager

  • Training workshops and materials – educator, trainer

  • Editing texts – journalist (no scientist!)

  • Stories, testimonials – journalist

  • Radio, TV reports - journalist

  • Media relations - journalist

  • Round tables, conflict resolutions – facilitator, mediator

  • Focus groups, target group research – social marketer

  • Film, video – advertiser, documentary maker, journalist

  • Theater – playwright, director, actors

  • Information kit – advertiser or PR manager (no educator!)

  • Branding, house style, logo, – marketer, advertiser (no journalist, no designer!)

  • Poster, brochure – advertiser (no designer, no journalist!)

  • Campaigns – marketer, PR manager, communication manager

  • Overall planning & management - communication manager, marketer or a PR manager (no journalist!)


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