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Communication Atfao Required Citation: FAO Communication atFAO Required citation: FAO. 2019. Communication at FAO. Rome. Licence: CC BY-NC-SA 3.0 IGO. The designations employed and the presentation of material in this information product do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations (FAO) concerning the legal or development status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. The mention of specific companies or products of manufacturers, whether or not these have been patented, does not imply that these have been endorsed or recommended by FAO in preference to others of a similar nature that are not mentioned. © FAO, 2019 Some rights reserved. This work is made available under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 IGO licence (CC BY-NC-SA 3.0 IGO; https://creativecommons.org/licenses/by-nc-sa/3.0/igo/legalcode). Under the terms of this licence, this work may be copied, redistributed and adapted for non-commercial purposes, provided that the work is appropriately cited. In any use of this work, there should be no suggestion that FAO endorses any specific organization, products or services. The use of the FAO logo is not permitted. If the work is adapted, then it must be licensed under the same or equivalent Creative Commons licence. If a translation of this work is created, it must include the following disclaimer along with the required citation: “This translation was not created by the Food and Agriculture Organization of the United Nations (FAO). FAO is not responsible for the content or accuracy of this translation. The original [Language] edition shall be the authoritative edition.” Disputes arising under the licence that cannot be settled amicably will be resolved by mediation and arbitration as described in Article 8 of the licence except as otherwise provided herein. The applicable mediation rules will be the mediation rules of the World Intellectual Property Organization http://www.wipo.int/amc/en/mediation/rules and any arbitration will be conducted in accordance with the Arbitration Rules of the United Nations Commission on International Trade Law (UNCITRAL). Third-party materials. Users wishing to reuse material from this work that is attributed to a third party, such as tables, figures or images, are responsible for determining whether permission is needed for that reuse and for obtaining permission from the copyright holder. The risk of claims resulting from infringement of any third-party-owned component in the work rests solely with the user. Sales, rights and licensing. FAO information products are available on the FAO website (www.fao.org/publications) and can be purchased through [email protected]. Requests for commercial use should be submitted via: www.fao.org/contact-us/licence-request. Queries regarding rights and licensing should be submitted to: [email protected]. Cover photo: ©Getty Images Communication atFAO 4 6 Introduction What is FAO? Digital8 Media28 Publications50 Digital FAO and A publisher for communication the media in a the 21st century and innovation over changing world the years 11 31 53 Overview Overview Overview 12 32 54 Digital-first content Making news fit for print Keeping FAO’s publishing and storytelling 36 output relevant 14 Video and multimedia 56 The new FAO.org: revamping 38 Flagship series our corporate platforms Photography branding and transformation 18 42 60 Corporate social media channels Audio and beyond Reaching beyond specialized audiences 20 44 Digital campaigns Pioneering media alliances 62 24 Dissemination and promotion What does it take to run 64 a successful digital FAO shop campaign? 66 Digital platforms for decentralized publishing 68 Safeguarding knowledge and institutional memory Contents 2 Communication at FAO Outreach70 Internal96 10Regional 8 Communications Offices Outreach, events Building a committed FAO in the field: and campaigns and connected One Communication and FAO: Progress and Regional Offices achievements 73 100 112 Overview One FAO, one brand Working around the clock 78 102 114 Global Campaigns: How we do it Think globally, act locally World Food Day 104 80 Staff engagement International events, exhibits, shows and activities 84 FAO Awards 86 Youth Programme 88 Celebrities and FAO Goodwill Ambassadors 90 Nobel Peace Laureates Alliance for Food Security and Peace 92 FAO at Expo Milan 3 Introduction ommunication is at the heart of FAO’s Organization. Further aims include boosting FAO’s mission to help build consensus for presence in the global media, ensuring a uniform public a world without hunger. It plays a voice for the Organization in matters relating to the fundamental role in the effectiveness fight against hunger, providing a coherent visual identity and credibility of the Organization as a across all media, and professionalizing and harmonizing Cpolicymaking forum and unique multilingual centre of communication management at global, regional and excellence, knowledge and technical expertise, where national levels. evidence-based information, statistics and analysis are These efforts are underpinned by FAO’s presented in an understandable and compelling way for commitment to ensure that countries at all levels multiple audiences. Communication not only showcases of development – particularly the poorest – have the positive contribution of FAO’s work across myriad access to the knowledge, public goods and services sectors, it also acts as a catalyst in supporting the within all areas of FAO’s mandate to achieve the elimination of hunger from the world. 2030 Agenda for Sustainable Development, the When Director-General José Graziano da guiding framework for both FAO and the broader UN Silva took office in January 2012, FAO built a new family over the next decade. transformational communication strategy on this The current approach has provided several key premise to ensure coherence in corporate messaging, advantages. First, oversight for all communication outreach and consistency in the overall FAO brand. The activities has been integrated into one office to ensure new communication strategy saw the formation of a coherence and consistency of corporate messaging dedicated Office for Corporate Communication (OCC) and and communications outputs. This has improved a streamlining of key functional responsibilities relating cost-effectiveness and resource efficiency. Second, to media relations; Internet and social media; internal the conceptualization of publications and other communication; outreach and special initiatives; and communication products is better connected to FAO’s publishing, library and archival services. internal communication processes and management The primary objectives of this communication structures. This has helped to strengthen internal strategy remain: to support FAO as the lead United coordination, improve planning and benchmarking, Nations organization in the fight against hunger and and ensure timely, accurate, and consistent messaging malnutrition; to help fulfil the Organization’s mandate; on FAO’s strategic direction. And third, FAO Members and to support the mobilization of resources for the and the general public increasingly perceive the 4 Communication at FAO ©FAO/G. Napolitano ©FAO/G. The press conference for the launch of The State of Food Security and Nutrition in the World 2018, held in the Sheikh Zayed Centre at FAO headquarters. Organization as speaking with one voice across a In the coming years, FAO will continue to enhance the range of communication channels. Combined, these quality of communication services it provides to expand improvements ensure tailored communication products its reach with its target audiences, and to support – in the are readily available to global media and other key most effective way possible – the strategic framework audiences via FAO’s diverse communication platforms. of the Organization and its work towards achieving the 2030 Agenda. FAO communication efforts will seek to be competitive, innovative, proactive, targeted and appropriately LOOKING AHEAD equipped to engage with today’s fast-changing global media, As a dynamic player in a shifting communication communication and political environment. landscape, FAO recognizes that sustained innovation This booklet outlines in more detail the key will be required to increase the visibility and reinforce the developments, successes and innovations across all FAO position of the Organization as the lead UN agency in the communication areas since 2012, and lays out a path for fight to eradicate hunger and malnutrition. communication developments in the years to come. n 5 The information supplied by the Organization enables WHAT IS FAO? dialogue between the people who have the know-how and the people who need it, providing the basis for appropriate The Food and Agriculture Organization of the United action on the ground and facilitating important exchanges Nations (FAO) is the largest specialized UN agency, between governments, development associations entrusted with a mandate that encompasses all aspects (international financial institutions, foundations), civil society of food and agriculture. Its mission is to eradicate and the private sector. hunger and promote global food security, as well as balanced and healthy nutrition. The Organization FAO AND THE 2030 AGENDA has 197 Members and works in over 130 countries On 25 September 2015, 193 Members of the United Nations
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