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Communication in the Asia-Pacific forestry sector: New challenges, New opportunities

Communication in the Asia-Pacific forestry sector: New challenges, New opportunities. Asia-Pacific Forestry Week, 2011 Frances Seymour, Director General, CIFOR. If a great discovery is made in the forest will anyone hear it? . Transition from traditional communication model. One directional

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Communication in the Asia-Pacific forestry sector: New challenges, New opportunities

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  1. Communication in the Asia-Pacific forestry sector: New challenges, New opportunities Asia-Pacific Forestry Week, 2011 Frances Seymour, Director General, CIFOR

  2. If a great discovery is made in the forest will anyone hear it?

  3. Transition from traditional communication model One directional Series of silos Passive Time to impact 6-10 years

  4. New challenges Collapse of traditional news coverage (enter Google) Decline in reading publications Explosion of information (noise) Resistance of staff to change Need for and cost of content Flexibility to adapt forest messages to donors and public

  5. New opportunities Global internet access Explosion of social media and online tools Demand for information (REDD+) high Collapse of content production costs Be your own Reuters/CNN http://yasunimovie.wordpress.com/

  6. CIFOR’s new knowledge sharing model Add 2.2 billion internet users, 923 million in Asia CIFOR Research Time to impact slashed

  7. The fundamentals Model is web-based Demand driven Combines with traditional outreach Know your stakeholders Share your platforms and content with partners Monitor, review, adapt CIFOR Research

  8. Online: Websites Page views Launch of new CIFOR website New Blog Social Media Quarter

  9. Publications • PDF Downloads – September, 2011 – 78,189 • Versus • 80 - 90,000 publications handed or mailed out in a typical year

  10. ForestsClimateChange.org Visits – trend line

  11. REDD+ Website in Bahasa Indonesia www.redd-indonesia.org

  12. Online: Blogs Page views

  13. The power of the Blog “Publishing is good. Being read is better” (Bruno Locatelli, CIFOR Scientist) • A paper published in “Forests” Journal (18 Mar 11) • A blog article about this paper on CIFOR website (16 Aug 11) Since then: 7 per day Before the blog: 3 per day During 3 days after the blog: 35 per day

  14. Online: Facebook and Twitter

  15. Traditional: mailing lists • 23,000 recipients • subdivided by: • Language • Interest • Sector

  16. Traditional: Media • Journalist database increased from less than 350 to 1,200 • Increased media advisories and releases, from six to a projected 35 in 2011 • Assistance provided to media on the ground around the world in our research areas

  17. Traditional: CIFOR in the news News hits per month trend line

  18. Google News   

  19. Traditional: Journalist Training • Training workshops in Bali and Kalimantan • 19 journalists funded to attend Forests Indonesia Conference • More than 70 media articles resulting

  20. Multimedia

  21. Outreach packages • Brazil, April 2011 • Asia and Africa in early 2012

  22. Events – where it all comes together • Forest Indonesia (September 2011) • Forest Days (during the UNFCCC COP) • Workshops and events at CIFOR and around the world

  23. If you are not telling your story, no-one else will

  24. Join us Contact: Daniel Cooney Media and Outreach Manager Center for International Forestry Research Bogor, Indonesia Tel: +62 251 8622622 Mob: +62 811 9003264 d.cooney@cgiar.org

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