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Building social capital for ARPA

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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  1. Building social capital for ARPA What a communication strategy has to offer… Frits Hesselink Brasilia, March 2005

  2. Communicating biodiversity:how to interest your audience?

  3. 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?”)

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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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