BALANCE Stakeholder Communication Guide
By Christiane Feucht and Jochen Lamp, WWF Germany With editorial and text contributions from Tony Hare
DRAFT September 2006
01/09/2006 1 of 45 Contents
Foreword...... 4 Who should use this Guide?...... 4 About this Guide...... 5 This Communication Guide and you...... 5 How to use this Communication Guide...... 5
BALANCE and communication...... 7 Why do we need to communicate marine management/zoning?...... 7 Some background on communication...... 8
Toolbox: applying the best techniques for effective communication.....10 The first step in successful communication: take a strategic view...... 10 Some communication tools...... 13 The essence of successful communication – reaching the Target Audience...... 14 Principles of communication...... 17
Communicating in the Baltic Region - different scales and different concerns...... 19
Delivering results through effective communication in the Baltic – Case Studies and Examples...... 25 Think regional – the Pan-Baltic scope...... 26 Case study: HELCOM Baltic Sea Action Plan...... 26 Communicating Pan-Baltic issues in an international forum...... 26 Transboundary features - a transnational challenge...... 29 Case study: Trilateral Wadden Sea cooperation...... 30 Communicate with (other) authorities...... 30 Case study: Trilateral Wadden Sea forum...... 32 Communicate with users and other stakeholders...... 32 Working on the ground – the site scale...... 34 General example – communication at the site level...... 34
01/09/2006 2 of 45 Communicating with (other) authorities...... 34 General example – communication at the site level...... 36 Communicating with users and other stakeholders...... 36 Case study: Harmonisation of offshore wind park establishment and nature conservation in the German EEZ...... 38 Communicate with politicians and Members of Parliament...... 38 General example – communication at the site level...... 41 Communicate with the ‘general public’...... 41
References and Resources...... 44
01/09/2006 3 of 45 Foreword This communication guide is designed to help those involved in sustainable management in the Baltic Region to use the powerful tool of effective communication to deliver results in their work.
It is part of a stakeholder involvement strategy in respect to marine management and zoning that will be developed within the frame of the INTERREG III B project BALANCE. The final document of this report will include this guide, a stakeholder database and guidelines for stakeholder participation.
Who should use this Guide? This guide is mainly addressed to public authorities and policy makers, since they have the official responsibility and competence, and can be driving forces for sustainable management.
We also recognise that initiatives are likely to be triggered by action groups, NGOs or other organisations. We are convinced that they will also find helpful tools and advice for their communication activities in this guide.
Governments and authorities have a range of instruments to influence the behaviour of citizens (Hesselink in Hamú et al., 2004). Traditionally the two main types of instrument have been the ‘stick’ – typically laws and regulations – and the ‘carrot’ – for example tax reduction or subsidies.
Here, we would like to stress the importance of a third category of instrument: ‘social’ instruments. Communication, education and public awareness are valuable tools which can generate understanding and stimulate public engagement.
We recognise that using communication widely as a strategic tool for any management activities and making it strategic will take up a considerable amount of time and resources. In the process of rezoning the Great Barrier Reef Marine Park, for example, the park authority engaged ‘Extension Officers’ to facilitate the communication between the groups. We believe that this was one of several influential factors in the acceptance of the new zoning plan.
We would encourage readers to use professional training on this subject. We strongly believe that strategic communication will be an invaluable asset for the achievement of sustainable marine management.
01/09/2006 4 of 45 About this Guide This Communication Guide provides ideas and experience which can help to promote and foster zoning in marine management with relevant and concerned parties and stakeholders. It addresses the importance of communication between all actors and stakeholders and demonstrates ways to carry out communication successfully.
This Communication Guide provides a response to the need for communication in practical nature conservation and planning work. It is a BALANCE initiative and aims to enhance good nature conservation especially in marine spatial planning and management, taking into account the needs and views of all groups interested in or concerned by the subject. It is designed to contribute to better understanding by stakeholders about the objectives and constraints connected with a new management regime. For the authorities conducting the process it also increases awareness about the perceptions and expectations of users and stakeholders.
This Communication Guide and you This guide will help you to perform your communication activities more strategically and more efficiently by providing tools and guidelines. It gives you examples of what has worked elsewhere and which steps and components were helpful when implemented.
However, it is worth noting that:
It is not exhaustive – there are many other resources available in print and online; and training/coaching/advice from communication professionals can often complement and strengthen communication activities. It has no particular legal standing. Although it does not attempt to provide comprehensive guidance on stakeholder participation (which also includes involvement, cooperation and empowerment) it does suggest valuable steps towards participation.
How to use this Communication Guide The Guide contains a Communication Toolkit and a range of Case Studies and Examples. These are chosen to help allow readers to select the appropriate parallels for their cases and to tailor their own communication work.
The Case Studies and Examples reflect an important theme in communication in the Baltic area – spatial scales.
01/09/2006 5 of 45 The three relevant spatial scales are
Pan-Baltic/international scale Transnational scale and Site scale.
The Case Studies and Examples represent typical marine management processes in which we analyse possible communication activities and benefits.
Each chapter includes a table in which communication activities and tools are proposed for specific communication tasks. 1.
1 Scale describes the spatial frame in which certain activities are relevant. Level describes the hierarchical frame in which certain activities should be carried out
01/09/2006 6 of 45 BALANCE and communication One of the overall goals of the BALANCE project is to provide guidance in the zoning process to managers and decision makers, by turning science- and map-based decision-making tools into practical tools.
When designing the BALANCE project, the team anticipated that it was not only necessary to develop the background tools for management but to offer assistance regarding how to bring the messages out to the affected target group.
One of the most important elements of this task is communication. Communication can have many faces and layers: languages (professional and national languages), cultures, habits in different regions and also different ways of perceiving management issues in different circumstances (local, coastal communities, international business, international and multinational political for overarching issues).
Indeed, to involve ‘real people’ in the decision-making process, and to make the objectives of management authorities understandable, convincing and motivating, communication needs to be take place in the contexts of the different languages and perceptions of people in the Baltic region.
Why do we need to communicate marine management/zoning?
1. Zoning is a new and (to most people) unknown approach for spatial planning – an activity that will be carried out in the future which may affect all activities in marine areas. Establishing a dialogue between different interest groups and conservationists can help root out unfounded fears about the impact of zoning and management. 2. Zoning is the result of an interactive process among competent authorities, users and interested stakeholders in order to develop a shared and sustainable use (and non-use) regime for a given marine area. In an interactive process, communication is the critical element in any exchange of ideas and solutions. 3. Zoning can relate to different scales, from regional (Pan-Baltic) and national to local, and can affect different stakeholders (and may, for example, also affect private land and property rights). 4. Managing marine areas is a planning process that is suitable to integrate public concern in the decision-making.
01/09/2006 7 of 45 Some background on communication
What is communication, and why do we communicate?
Communication is the transmission of messages between people, with the intention of generating some form of action.
Communication is central to all human activities and is a powerful tool for achieving almost any goal.
Communication is not an end in itself. It is a powerful tool for delivering results. In conservation, communication skills are central to delivering effective and sustainable conservation results.
Many definitions of communication, and many descriptions of theories about communication, are available in print and on the internet. They are interesting technically, but the best way to understand and employ communication is through action and experience. Therefore the case studies presented in this Guide are probably of more value than theoretical papers.
However, we have included a few theoretical references here for those who wish to explore the more technical aspects of communication:
This site provides a fairly user-friendly introduction to Communication Theory. The first few sections are useful, though the later materials are heavier:
http://www.rdillman.com/HFCL/TUTOR/tutor0.html
To explore such theoretical areas as semiotics (semiotics "deals with meanings and messages in all their forms and in all their contexts"; "the subject matter of semiotics is the exchange of any messages whatsoever”- in a word, communication), there is an introduction at:
http://www.aber.ac.uk/media/Documents/S4B/semiotic.htm l
01/09/2006 8 of 45 There are several ways of transmitting information to people. These include both one-way and two-way communication mechanisms (Pomeroy et al. 2004):
One-way Two way Written materials (reports, papers) Group discussions (in-person) Visual materials (posters, pictures) One-on-one discussions (in-person) Oral presentations (in person) Remote communications: telephone, video phone, web camera Mass media: news papers, magazines, Internet: e-mail and Internet chat rooms radio, television, film Internet: World Wide Web Physical and electronic bulletin boards
01/09/2006 9 of 45 Toolbox: applying the best techniques for effective communication
The following section describes the essential strategic framework for successful communication, and also describes some useful tools.
The first step in successful communication: take a strategic view.
This is best achieved by following the following logic, on the basic principle that we communicate with the intention of generating some form of action:
What do we want? How exactly do we measure it? Who can provide what we want? What do we know about them? How can we reach and persuade them? How do we assess the effectiveness of our work? What are the most relevant facts relating to the issue?
We can place these questions into a strategic framework (Hare, 2006)
Background (The critical facts: we never know everything, so we should start our communication when we decide that we have enough information. More information will emerge as the communication work progresses.)
Desired Outcome (What we are trying to achieve. Needs to be measurable. Even the rather vague outcomes sometimes suggested, such as awareness, can be measured – and must be, because otherwise there is a danger that the communication work is ineffective, or wastes resources.)
Communication Lead (Who is leading the communication work?)
Target Audiences List the target audiences. Prioritise them.
01/09/2006 10 of 45 When naming a target audience, try to avoid broad, general terms like ‘the general public’ and ‘the government’. These are too unspecific, and can lead us to waste resources trying to reach large number of people when we actually usually need to reach more specific audiences.
The audiences often referred to as the public can usually be segmented into more accurate groupings (which are easier and more cost- and effort-effective to reach) through careful target audience analysis.)
So, for each Target Audience:
Define the target audience… … as clearly as possible. The better we define our Target Audience the more we will understand them. And the more we understand them, the more effectively we will be able to reach them. Seek out relevant information on the factors that define the target audience. Useful information includes:
The Target Audience’s involvement in the issue (how relevant is it to them?) Their awareness of the issue (we need to determine this by asking them about the issue – see ‘target audience research’ below) Their attitude to the issue (again, we can get an idea of this by doing some research.) Their demographics (the characteristics of an audience based on socio- economic factors such as age, sex, religion, social status, family status, income, sexual orientation, educational level and social class.) Their psychographics (the characteristics of an audience based in personality, ideology, values, beliefs, and general attitudes: it includes aspects like the newspapers they read/radio they listen to/TV they watch). Their lifestyle (do they go to the cinema? Eat vegetarian food? Have carpets or prefer bare floors? Read novels?…etc., etc,
It is also very useful to know what are their barriers to acceptance of the call to action, and what would motivate them to accept the call to action.
We can find out about our target audiences through research (see below).
Draft the Key Message The key message should be tailored to the Target Audience. A Key Message should always include a benefit for the Target Audience.
A key message is not a mantra or a script. It is an ‘image’ of what needs to be said to the target audience to persuade them to take the action required to deliver the desired outcome.
01/09/2006 11 of 45 People involved in communication work can take the key message and put it into their own words.
Reach the target audience When we have achieved some understanding of the Target Audience we are ready to communicate with them.
There are many different ways we can reach our audiences. They range from the interpersonal – one-to-one meetings – to mass communication – national and international TV and the (global) internet. The most important aspect to remember is that we need to choose the tool/s carefully.
Far too many communication initiatives fail because those supposedly carrying out the communication fail to go through the process of analysis, and simply decide to produce a leaflet, for example, a website or an educational pack. While these may be suitable options in some cases, they are not necessarily the right approach every time.
A very valuable part of Target Audience research is to ask the Target Audience about the types of communication that they notice, that influence them. This can guide us in our work to reach the Target Audience, because it provides us with guidance on appropriate activities an products, from meetings to leaflets, to media and advertising.
Measure, monitor, evaluate, evolve As we carry out our communication work, it is vital to be sure that the work is delivering the results we want. If it is doing so then we should continue with it until we reach our goal. If it is failing in some way, we need to evaluate the process we are using and evolve it, perhaps by changing the tool, adapting the key message, or going back to the target audience to try to find out why they are not doing what we want them to do. It is important to use the right measures – outcomes, not outputs. So in a leaflet-based awareness raising exercise, the correct measure is not the number of leaflets produced, but the change in levels of awareness in the target audience.
Note: the above is just one approach to communication strategy. It is tested, successful and robust. Even so, you should find the appropriate approach for your own work – many resources are available in print and on the internet.
01/09/2006 12 of 45 Some communication tools
The choice of tools we can employ to communicate is enormous! We list a few of them below. But the critical question is: “Which are the right tools to use?“ This will become clearer to us the more we know about the Target Audience.
Too often, communication work consists of a ‘knee-jerk’ response: “We need to communicate. LET’S PRODUCE A LEAFLET!“
Leaflets can sometimes be the best communication tool. But not always.
We need to remember the huge range of possible tools available to us, and – using our knowledge of the Target Audiences – determine which tool/s will be most useful and effective for us.
Note that some tools are actions (such as meetings) while others are things (such as newsletters). It is the nature of communication that things and their use become conceptually united (e.g. writing a leaflet is an action; the leaflet is an object; using the leaflet is an action, etc.)
For the sake of clarity, we use the term ‘tools’ here to include both actions and things – it is just as reasonable to divide our communication elements into (for example) activities and resources.
Personal Media Print material Events Communication
Public meetings TV Press releases Special events
Information sessions Radio Info kits Celebrities
Forums Print (newspapers, Brochures/leaflets Campaigns magazines, Round tables newsletters etc.) Letters Competitions
Conferences Web (sites) Reports Interviews
Brainstorms Other electronic media Sets of Guided tours (internet, intranet, recommendations Workshops extranet, email) Theatre performances Feasibility studies Personal meetings Video/DVD/audio- visuals/photos Books Visits Commercials Questionnaires Formal processes Exhibitions FAQ (Frequently Asked Questions) Photos Information/education Posters packs
01/09/2006 13 of 45 The essence of successful communication – reaching the Target Audience Understanding target audiences is central to effective communication! When we understand our target audiences we are well placed to work out how best to communicate with them to persuade them to do what we want them to do.
The following section describes the essential strategic framework for successful communication, and also describes some useful tools.
Note – ‘Target Audiences’ and ‘Stakeholders’ are sometimes considered separately. However, in practice the two terms are effectively interchangeable. A stakeholder community is a Target Audience, for example.
In fact, all stakeholders are effectively Target Audiences, though it could be argued that not all Target Audiences are Stakeholders.
In the first place it is important to find out how to approach target audiences (if not directly, then through contacts, secretaries etc.). Be aware of the actual and the preferred channels of your target audience.
Questionnaires
(Questionnaires are a useful technique to carry out target audience research.)
Questionnaires for professionals in marine management and policies: Authorities, NGOs and other organisations and institutes
Just sending questionnaires out might not be enough. Usually professionals are too overloaded with work or do not feel addressed or responsible. Call people you would like to participate and asked if they are willing, responsible or competent at all. Usually you can then send the questionnaire via e-mail: Make sure you have personalized addresses! Announce a clear deadline (not too long) and remind them. It might be necessary to remind some via phone
Questionnaires for non-professional people e.g. users, locals, tourists
01/09/2006 14 of 45 If you seek real, local information from people, you should contact them before your activities Introduce yourself and your activities and asked them if they are willing to take part and in which way they would like to be contacted. You will achieve better results if you do personal interviews and take the questionnaire as basis. Otherwise you can send the questionnaire via email or mail, but include return postage if possible. If possible and appropriate provide maps and pictures with the questionnaire Ask if they are interested in the result and would like to get a copy
Questionnaire design
The aim is to discover the most relevant facts about the Target Audience relating to the issue. This may include their attitude, awareness etc. A particularly important aspect to explore is their use of communication – in other words, what are the best channels (media, posters, meetings, etc) to reach them. As far as possible, provide answers to your questions that only have to be ticked. Do not include too many open questions that have to be answered with text Provide space for comments Assure anonymity if appropriate
Interviews
Interviews can be used as the vehicle for questionnaires, and can be more widely used to gauge a target audience’s knowledge of and attitudes towards an issue.
All the people you would like to participate should be contacted before you start! Prepare a clear outline of the interview, e.g. a questionnaire, as a basis. Provide a consent form, which participants should read and sign before the interview. The consent form should include: o a clear description of the purpose of research or assessment o how the results would be used o a statement on the voluntary nature of their participation o their right to withdraw from it at any time o their right to not answer all the questions o the choice to be acknowledged as a participant or remain anonymous
01/09/2006 15 of 45 Consider students or volunteers to assist you in carrying out the interviews As noted by Gass & Willison (2005), valuable information is often collected when the questionnaire has been put aside and conversation continues in a more informal atmosphere – so be prepared to take notes at this time Should have some background and scientific information and be as competent as possible Exercise “active listening”: Look for relevant literature or training! Do not insist on using a tape recorder, since some people feel uncomfortable with it Make notes during the interview and type the notes immediately after Choose a convenient venue, e.g. visit people at home if they agree
Sampling methods for interviews:
Purposive sampling: Choosing participants who are believed to yield the most comprehensive information
Snowball sampling: Asking participants to provide names of future participants
Focus groups/ thematic stakeholder groups
Some very useful tips on this and many other communication topics can be found in the recent document produced for GEF International Waters Projects and entitled “Communicating for Results! A Communications Planning Guide for International Waters Projects” (Eik, Csagoly, Menzies, 2006).
This is available at the UNDP’s ‘waterwiki’ site (http://europeandcis.undp.org/WaterWiki) in draft form and will be uploaded there and to the GEF’s IW-Learn site (http://www.iwlearn.net) during 2006. http://europeandcis.undp.org/WaterWiki/index.php/Communications_Planning_Guide _for_International_Waters_Projects_-_Communicating_for_Results
Target audience analysis
When research has been carried out, it is possible to compile a table based on the six characteristics named above:
Involvement Awareness Attitude Demographics Psychographics Lifestyle
01/09/2006 16 of 45 Other forms of analysis can be used. Here for example, is a theoretical table drawn up for fishermen in the Baltic:
Target Attitude/ Organisat Intere Internation Communica Communica Affecti audien Characteris ion st ality tion type tion on ce tics channels Exampl Driven by Nationally Secur Preferably Targeted Face to face Positive e: regulations, organised e national direct meetings, ly or Fisherm used to in incom language, communicati workshops, negativ en (in accept associatio e and little on meetings in ely general) regulations, ns and future international small affected rivalry cooperativ engaged groups, short ? es summarizing documents, maps
Target audience analysis helps to identify the specific characteristics of your target audience. The target audience may be a large group of people or just one or a few specific individuals that you need to reach. Therefore you should think of ways how to reach these people in the right and appropriate way to make them listen and understand.
Principles of communication Principles of communication with authorities
Share all necessary and relevant information Seek knowledge and experience from others Recognize other opinions. Do not argue or criticize right away. Be open and flexible for changes and compromises Personally talk to the relevant persons Assure transparency Prepare and send out documents with all necessary information about the background and aims of your activities Establish regular round-table sessions in an appropriate timeframe Invite only people that have a stake in an sector relevant for management in the area Clearly define the objective of the sessions Take an appropriate timeframe into account Jointly develop a common management goal for your area Take a protocol from each meeting and summarize the achievements, outline gaps of knowledge, point out next steps and forward it to all participant for comments
Principles for communication with stakeholders
01/09/2006 17 of 45 Separate stakeholder groups especially other authorities, users and different user groups Identify key persons and convince them Invite key stakeholders personally to meetings (formal letters won’t do it) Discuss a clear timeline and/or strategy for your process, but let stakeholders determine their own type and degree of involvement (agree upon the “Rules of the Game”) , consider enough time for stakeholder response or input, some do not do this professionally Frequent and regular meetings or contacts are necessary – maintain the momentum and ensure sufficient resources for implementation and rework Take time, do not communicate with stakeholders under pressure Be prepared to listen a long time, before you have the chance to make your point. Choose the appropriate communication way and convenient venue It is advisable to have separate, sectoral or thematic meetings with different groups If an issue affects only one group then it is necessary to only deal with that group Consider how information collection exercises might also build support and ownership locally in the site and sites feature; Provide statutory advice on conservation objectives and operations advice; Choose an appropriate venue and seating arrangements (not frontal, preferably round table) Do not exhaust people with technical and bureaucratic presentations Create an informal atmosphere Have a clear view on your conservation objectives and be prepared to present them and justify Be prepared to prove your statements about the threat of the objectives Make sure that you have facts and not merely gut feeling Invite neutral and accepted experts to answer open questions or to confirm your statements on this subject
“Talking is a need, Listening is an art.” Goethe
01/09/2006 18 of 45 Communicating in the Baltic Region - different scales and different concerns This communication guide is split into three parts, taking into account three scales of the Baltic Region and the different actors and stakeholders and different management concerns at each level (see Figure 1 and Table 1).
Political Administrational Spatial units units scales EU Council EU Commission EU Parliament
HELCOM
Baltic Sea – pan-Baltic scale National National Authorities Government National State Authorities Parliament Transboundary marine Subnational area – transnational government Regional Authorities scale (regional, state)
Communit Marine Area y Authority Marine area – site MPA Authority scale Fig 1. Baltic Sea Area on different levels with the respective authorities and political bodies Role of HELCOM?
Pan-Baltic visions and approaches to sea use are becoming increasingly relevant regarding the role of the Baltic region within Europe and the global framework. In the HELCOM-framework, as well as in other international fora, communication and other elements of spatial zoning have to be organized on this scale.
To address key players, communication can be used to influence decision-making bodies at an international scale. The transnational scale takes into account that there are transboundary features and values which only can be protected and managed if the concerned national authorities cooperate and stakeholders are well informed. Effective communication is needed to achieve transnational interaction, awareness and cooperation. Different languages and legal frameworks have to be taken into account. If marine management in the Baltic Sea is to improve, there should also be changes in international and regional policies.
01/09/2006 19 of 45 On the ground, the site scale (with its competent management authority) is the most obvious level dealing with the planning and implementation of management in a marine area. This happens in most cases within one country and in one language. At this scale, the consequences of zoning decisions are most concrete and relate to individual persons and behaviour.
There will be occasions when communication has to be carried out at more than one scale.
Table 1: Communication in the Baltic region - scales and general target audiences
Orange = case studies and blue = examples given in the respective chapters
Pan Baltic scale
Target Audiences Politicians and The general public Members of to raise Parliaments awareness
Case Study: HELCOM Baltic Sea Action Plan
Transboundary scale
Target Audiences (Other) authorities Users and other Politicians and The general public stakeholders Members of to raise Parliaments awareness
Case study: Trilateral Wadden Sea cooperation
01/09/2006 20 of 45 Site scale
Target Audiences (Other) Users and other Politicians and The general authorities stakeholders Members of public to raise Parliaments awareness
Example: Examples: Case study: Example:
UK Multi- WWF Voluntary Harmonisation Engaging stakeholder agreements with of offshore wind volunteers in management recreational park conservation approach stakeholders establishment work and nature LIFE-Project: conservation in Sharing the German EEZ scientific information on Cetaceans in Spanish Waters
General Target Audiences in the Baltic Region
(Other) competent authorities Such bodies can make decisions on and influence upon management factors. Effective communication with them is crucial for successful implementation and performance of a management scheme. Therefore the communication objectives have to be to share information and stimulate an active and positive attitude. By this you will find out, if your activities will have mutual benefits or possible conflicts that need a solution.
Users and other stakeholders They can have considerable influence on the acceptance of a management scheme and therefore on implementation and performance. They can be a crucial factor affecting the success of management.
They also can hold a considerable amount of knowledge. The overall communication objective is to inform and engage stakeholders in the management process. At a higher scale stakeholder groups will be representatives of associations, industries or other organisations (NGOs).
At the site scale stakeholder groups are mainly private users of the area and small- scale businesses.
Benefits of communicating with stakeholders (adapted after Sundsteht 2004):
01/09/2006 21 of 45 Develop an understanding of each others’ interests Encourages the sharing of experiences in managing the natural values under threat Builds trust and confidence Encourages a consensus approach to management Creates a sense of pride and ‘ownership’ for the site Creates new socio-economic opportunities and partnerships Ensures continuity
Benefits of communicating with NGOs (adapted after Sundsteht 2004): Access to scientific and management civil society groups expertise on nature Support through campaigns and raising awareness activities for the need and benefit of marine management Assistance through fund raising for nature conservation Assistance through implementation of conservation actions on the ground Feedback though their acting as the ‘eyes and ears’ of society Mobilise people through their membership
Politicians and Members of Parliaments They need to be aware of the marine environment, its management and obstacles. Communication can help to gain political support and to influence policies and decisions. Decisions are taken at the Parliamentary level by the EU, national, county or community Parliaments.
The influence of politicians can be a critical component in implementing management in an area. But politicians also are subject to the trends in public opinions. Their reactions also lead and initiate processes.
Benefits of communicating with policy-makers (adapted after Sundsteht 2004): Leads to better integration of all issues of marine management into other and government policies bodies Encourages a more coordinated approach to sea use policies within the region Highlights areas of mutual interest and helps in strategic planning.
Lobbying politicians (from Burson-Marsteller 2005):
Use facts rather than emotions to advance your case English is the favoured language of a majority of European politicians Think politically: Identify the focus of political argument, the values and interests involved, and the potential basis for consensus. Be transparent: Today’s political orthodoxy requires all interests to have the right to be heard – so don’t be afraid to be totally open about who you
01/09/2006 22 of 45 represent, or surprised about others being heard too. The EU institutions are more transparent than most national administrations. Allies, partners and coalitions: Search for allies, and build coalitions whenever possible. Ad hoc and temporary issue specific coalitions can be just as influential as long standing partnerships. Recognise that “sound science”, on its own, is a poor lobbying message: Support it with reference to the social and political choices that decision- makers must necessarily make. Understand the policy - process - strategy interconnection: In Brussels institutions and processes make a difference. Understand the relationship between process and policy outcome. And timing is always crucial, as is targeting the right people in the right way with appropriate briefing materials for the different type of audience (official or politician). Lobby the advisors, not just the decision-makers. Decision-makers look first to their staff for help The most effective ways to communicate messages are: 1. Meeting (face-to-face) 2. Written briefing material 3. Conference/Seminar/Workshop
01/09/2006 23 of 45 Don’t forget the people! Positive public opinion is a significant support for management activities and implementations, while negative publicity can destroy even the best processes. Therefore, it is worthwhile thinking about ways to inform the public in order to raise awareness about the necessity to preserve and manage the marine environment, and make commitment to share and promote the measures that have to be taken. Essentially, raising awareness activities have four main goals (Sundsteht 2004): To raise awareness of the natural values of the area and the conservation issues at stake; To mobilise interest amongst different sectors of society and engage them in the project’s activities so as to encourage their long term involvement in managing sites; To provide greater access to, and possibilities for enjoyment of natural areas whilst protecting fragile habitats and species; To disseminate and exchange experiences on best practice management techniques with other projects and conservation bodies.
Benefits of communicating with the public (adapted after Sundsteht 2004): Addresses concerns over the loss of wildlife and nature Raises the level of awareness of Europe’s diverse natural heritage and the need to conserve it Provides additional opportunities for learning, discovery, relaxation, recreation, health etc. Encourages responsible behaviour Gives individuals a chance to get involved and make a contribution
01/09/2006 24 of 45 Delivering results through effective communication in the Baltic – Case Studies and Examples In a number of cases, effective communication has been used successfully to deliver positive environmental and sustainable results. In presenting these illustrations, we intend to provide models of how it is possible for users of this Guide to apply communications to their own local, national and Transnational and pan-Baltic challenges.
The Case Studies and Examples are mainly to do with the Baltic. However, we also offer some examples from elsewhere in the world, which provide useful comparisons and lessons learned.
The communication tools (see above) used (or potentially to be used) in each Case Study and Example are outlined.
01/09/2006 25 of 45
Think regional – the Pan-Baltic scope Pan-Baltic marine zoning deals with issues that are subject to multinational interests and in need of Baltic-wide solutions. These trans-Baltic issues can include ship traffic (The Baltic is heavily used not only by all its coastal states but also by global maritime traffic), infrastructure projects, networks of protected areas and areas of special concern for e.g. fish recruitment, which demand common and agreed management schemes.
Here, management cannot be dealt with through single, national, management plans. There is a real need for effective communication between the Baltic Sea states.
Apart from the Russian sector, the Baltic Sea is an EU-internal sea, where EU Directives apply and require the management and securing of the environment. The relevant directives are:
The Water Framework Directive The Marine Strategy Directive and Maritime Directive (in process) The Common Fisheries Policy.
Apart from the EU policies and directives, the Helsinki Convention for the joint protection and development of the Baltic Sea (HELCOM) is an agreement contracted by all countries bordering the sea.
The new Baltic Sea Action Plan, currently under development by HELCOM, will be a comprehensive strategy that will incorporate and adapt the EU policies to the Baltic Sea region and vice versa will it be the first EU regional sea convention that produces such a road map.
Still, the present regulations are mainly state-specific and hardly able to cope with the manifold threats resulting from uncoordinated national developments. They need more detailed and calibrated solutions. Transnational zoning activities following the ecosystem approach as proposed in the BALANCE project can deliver such solutions and suggest tools for sustainable development of the Baltic Sea.
Case study: HELCOM Baltic Sea Action Plan
Communicating Pan-Baltic issues in an international forum
Background The Baltic Sea Action Plan BSAP is planned to be finalized in 2007. The objective is to build a shared vision for the most important values of the Baltic and to agree on joint solutions and measures in order to abate threats and to reach a sustainable
01/09/2006 26 of 45 healthy status of the Baltic. It is developed in a participative process and aims at basing the proposals on quality indicators and monitoring progress and performance.
The consultation process is scheduled for 2 years. HELCOM working groups, stakeholders from NGOs and the corporate sector are part of the task force for the BSAP. The BSAP is a pilot approach to fulfil the EU Marine Strategy Directive as a regional sea.
The Baltic Sea Action Plan (BSAP) is meant to be an action related master plan that defines concrete activities, which help to solve the most critical health problems of the sea. On one hand, this plan shall include clear targets and measures to be taken, and on the other hand, it shall define instruments to measure the performance of taken actions on short term basis. In order to get support for substantial measures, the plan needs strong commitment from contracting parties as well as from users, stakeholders and citizens of the Baltic Sea catchment area.
Communication can be crucial to get the commitment and support needed. Until now, the BSAP process has just started with building a task force and a stakeholder conference. The procedure has also strong components of region-wide spatial planning for a regional sea, which until now, does not exist and is not well known. BALANCE could contribute to this process providing zoning communication tools.
Project lead The Helsinki Commission represented by the secretariat and the Ministers and the Heads of Delegations
Desired outcomes A common shared awareness among the societies of the Baltic that a concrete action plan for the sea is needed Support from the Governments and from the users and stakeholders for the action plan, which includes activities and financial commitment or potential restrictions Awareness of the need for: o coordinated zoning of uses o an ecosystem based approach, o transboundary management approaches Create momentum for investing capacity and political will within the decision makers and stakeholders communities Generate commitment and support from individual citizens and ffind partners among stakeholders, corporate sector and political representatives for feasible solutions Effective implementation of the action plan, leading to real improvements in the Baltic Sea environment
01/09/2006 27 of 45 Target audiences Shipping industry Import and export businesses Harbour networks Unions Conservation NGOs Cultural NGOs Fishermen’s associations Tourist operators’ networks Municipalities Members of Parliaments in national and subnational parliaments
Possible communication tools
Public hearings (via stakeholder conferences) to raise public awareness and support
Parliamentary events (e.g. topic hearings) and lobbying to achieve commitment among politicians
Media, artists and focused campaigns to raise popular awareness
01/09/2006 28 of 45 Transboundary features - a transnational challenge Transboundary management can deal with ecological features (habitats or populations of species) or uses that traverse national borders. Transboundary issues can also be incompatible activities in neighbouring areas as a consequence from political decisions, e.g. constructions, sewage, tourism etc. They can cause negative impacts on conservation values beyond borders.
01/09/2006 29 of 45 Transnational cooperation might include challenges like different languages, different legal regimes or the absence of specific competent authorities and regulations in the
Example
Great Barrier Reef Marine Park, Representative Areas Programme (RAP).
Background Although RAP is a site specific programme, because of the size of the reef it is comparable to the Baltic Sea.
With this programme a new zoning plan for the marine protected area was started. It was implemented with phases of community and public involvement.
Communication tools
Internet portal with maps Engagement of ‘extension officers’ for communication with user groups Meetings (600, at 90 locations) Information events e.g. staff visited every major town 2 official community participation phases Information material e.g. 90 000 brochures 2000 media items via television, radio and print
Results
31500 submissions 73000 hits on the website 6000 phone calls to the free call number
Further information http://www.gbrmpa.gov.au/corp_site/management/zoning/index.html
concerned states.
The Baltic Sea states are responsible for the protection and sustainable development of the region. Cooperation between neighbouring states is needed for user schemes that have an impact beyond national borders or conservation objects that spread over borders.
01/09/2006 30 of 45 Despite the fact that 8 of 9 countries bordering the Baltic Sea are EU member states and are therefore subject to the same directives and regulations, there are hardly any examples of bilateral or multilateral transboundary management initiatives. One reason might be the lack of legal provisions for transboundary management.
So, how do you start this process? Start with communication!
Case study: Trilateral Wadden Sea cooperation
Communicate with (other) authorities
Process lead Trilateral Cooperation The Wadden Sea Secretariat (since 1987) Since 1978, Germany, Denmark and The Netherlands have coordinated Target audiences activities and measures for the The main stakeholder groups in the involved countries comprehensive protection of the (representatives of authorities and governments), Wadden Sea. including the local “political champions” in the respective The trilateral conservation area is subregions situated within the Wadden Sea Area, and consists of: Role of communication in process The Netherlands, It is necessary to have an agreed position in your country Germany, four coastal among national authorities and legal bodies before federal states Denmark starting to negotiate with people of the respective administration in neighbouring countries. The governments have set up a common Wadden Sea secretariat, Before it came to a joint and formalized co-operation with developed certain common policies a common secretariat, there was about 10 years of and meet at regular intervals at ministerial level. pressure from the outside world (NGOs played a major role) and building awareness for the unique shared A Trilateral Wadden Sea Plan exists intertidal coast of the North Sea. Natural values became for management and also a Trilateral apparent and also the threats to them by land Monitoring and Assessment Plan. reclamation, overexploitation and pollution. Large multi-stakeholder processes have been carried out to formulate common visions and policies on a Public awareness created urgency for politicians to act. It consensual basis. became more apparent that threats were treated very differently in different parts of the ecosystem in the three www.waddensea-secretariat.org nations.
A common secretariat for the Wadden Sea was founded by a top-down approach by the governments in 1985. Stakeholder participation including all sectors of the area started as late as 24 years later with the Wadden Sea Forum.
Desired Outcomes of the process (achieved)
01/09/2006 31 of 45 Cooperation between agencies and administrational bodies concerned with marine management Agreement on procedures of cooperation for a management group and joint task groups Agreement on joint management objectives Agreement on common objectives Building of working groups Agreement on a coordination facility – a secretariat Agreement on joint management structures Agreement on a stakeholder forum
Key Messages (These are starting points for Key Messages for several or all of the groups – they would be expanded to be effective for specific Target Audiences.)
“Let’s share the protection of our joint unique heritage” “Cooperation will reduce individual effort” “The result of joint action will be better than the result of individual action”
Communication tools employed
Meetings to build a trilateral working group
Feasibility study of existent legal and administrative regime and implementation gaps
Formulation of joint catalogue of recommendations to the governments; Strategy papers
Newsletters and reports (e.g. quality status reports)
Homepage
Workshops and symposia (e.g. Scientific Wadden Sea Symposia)
Governmental conferences every 4 years
Case study: Trilateral Wadden Sea forum
Communicate with users and other stakeholders
01/09/2006 32 of 45 Project lead Core group of the Forum
Target audiences Users, user associations, commercial actors, residents
Role of Communication in the process The Forum was established as a platform where Wadden Sea Region stakeholders have the opportunity to present their views on the future of the Region.
It was established in response to a lack of public participation structures in the Management of the Wadden Sea ecosystem.
Participants of the Forum are governmental and non-governmental organisations.
The Forum started its work in 2002 with 41 members from four countries and involved more than 300 stakeholder organisations between 2002 and 2005.
Desired outcomes To develop proposals for sectoral sustainable development scenarios and strategies for implementation Common vision on future development Ownership amongst stakeholders Awareness and overcoming of problems concerning o Competition of sectoral interests o Cultural and traditional differences o Controversial or lacking data o Ignorance/non-interest about other legitimate interests o Structural and social differences o Distrust and uncertainty Creation of long-term security though agreement on fisheries for a 20-year- period
Key Message (This is the starting point for a Key Message for several or all of the groups – it would be expanded to be effective for specific Target Audiences.)
“You are concerned about your future in the Wadden Sea Region; you can shape the process of management and future development through participation.”
Communication tools employed
01/09/2006 33 of 45 Formation of five thematic groups for agriculture, energy sector, fisheries, industry/harbour and policy/management
Five meetings in one year for development of scenarios and draft sector strategies
Commissioning studies on the socio-economic situation and perspectives by external experts
Formulation of joint recommendations
Work out an action plan for the following years
01/09/2006 34 of 45 Working on the ground – the site scale At the site level, marine managers are responsible for the development of the area. They have to cope with administrational Example obstacles as well as with the implementation of programmes and UK Multi-stakeholder plans in the field. management approach
They implement protection measures, coordinate monitoring In the UK management and activities and manage protected areas. advisory groups with a multi- stakeholder approach are established for Marine They face multiple challenges with stakeholders. Communication Protected Areas, where the can help them to gain more acceptance and support. different authorities (= stakeholders) share their responsibilities.
They develop management schemes for each site and agree on a strategy that General example – communication at the site level clarifies responsibilities. They also develop Communicating with (other) authorities measures, monitoring Coordination between different authorities endorses the activities and an management and implementation. Ideally joint efforts are taken to implementation plan. adjust area management to international policies, national programmes etc.
In almost every country there exists a hierarchical and complicated system of administrations. Competences are not clear or shared between different institutions. Therefore it is important to clarify the situation and develop cooperation between the responsible authorities.
Communication lead Managing authority
Desired outcomes Understanding and cooperation between agencies and administrational bodies concerned with marine management Agreement on procedures of cooperation, e.g. build management group, joint task group Agreement on and development of joint management objectives Clarification of responsibilities in the area
01/09/2006 35 of 45 Key Message: (This is the starting point for a Key Message – it would be further developed)
‘You share responsibility for, and are concerned by, management activities and would like to be part of the process.’
Possible communication tools
Possible communication tool Observations
Target Audience analysis
Communication Strategy
Bilateral meetings
Round-table discussions
Circulating relevant documents (via e-mail if possible)
Face to face meetings e.g. consultations
Planning rounds with maps and scenarios
Contacting the relevant authorities – (phase 1) Finding the right people to talk to (in respect to competence and responsibility) is vital; it is useful to find out if there are other key persons associated with the relevant person (e.g. opinion leaders, very experienced and open persons, and people with influence).
Contacting the relevant authorities – (phase 2) It is important to prioritise the target audiences and determiner the resources of time, people and money you have available to reach them.
The choice of communication tools is, as always, vital - face to face meetings, for example, take up more time than circulating a document, but the result will be different.
01/09/2006 36 of 45 General example – communication at the site level
Communicating with users and other stakeholders
Background Numerous examples show the significance and importance of stakeholder involvement for the success of marine management. Communication between all actors is the crucial element in public affairs. Providing information and ensuring transparency will lead to a fair and open process and is likely to ensure the future Example conservation of the site. Voluntary agreements with recreational stakeholders in the Greifswald Lagoon, Germany Furthermore the involvement of stakeholders is especially important when Background in comes to the management of areas The Greifswald Lagoon is subject to various nature conservation categories. But despite that no where little information is available. Local management plan existed until recently. WWF took the ecological knowledge can be a great asset. initiative to start a voluntary process for management with anglers and water sports enthusiasts. People must feel that they are making a real contribution and not just being ‘heard Process WWF facilitated several round table discussions and out’. negotiations with users and agencies separately. Data and results from both sides were visualised in maps Gaining trust and confidence is and put on the table. Conflicts were jointly identified and fundamental to any initiatives involving solutions developed. decisions over people’s private land and Results livelihood. It took 18 months with two full time staff to achieve one framework agreement and four detailed agreements Winning people’s trust is only possible if a signed by the authorities and stakeholders. genuine interest is shown in their views and if these views are also taken into account in Communication tools The process was accompanied by intensive press and decisions over the future conservation of dissemination work: the site. (Sundsteht 2004) Web-page 15.000 information brochures Communication lead 48.000 detailed brochures with maps (12.000 Can be a governmental management for each area) authority, or possibly an NGO. 300 posters and information boards Journalist trips Press releases in local media Target audience Specific to the case, usually the users of Monitoring: the area, concerned authorities and NGOs Currently a yearly monitoring of the implementation of the agreement is being undertaken, involving the users, Desired outcomes Rangers of the Biosphere Reserve and WWF staff, and as a speciality involving tourist into the monitoring. The Access local knowledge results are discussed jointly at the end of each season. Achieve acceptance and support Create ownership for outcome Further information: across sectors and associations www.wassersport-im-bodden.de
01/09/2006 37 of 45 Acceptance of the outcome by the majority of participating stakeholders, could be facilitated through officially signed agreements Higher reliability of management through stakeholder engagement
Key Messages (These is the starting points for Key Messages – they would be further developed)
“You do not know what to expect from management unless you participate and bring in your knowledge, concerns and experience” “You will benefit through expression of your interests and shaping the process. Make sure that your interest is taken into account.”
Possible communication tools
Possible communication tool Observations
Target Audience analysis/stakeholder survey
Communication Strategy
Background: find out where there are gaps of Jointly make a gap analysis and discuss how knowledge. Explore the socioeconomic gaps can be filled – possibly through background. questionnaires.
Locate and identify stakeholders - the people who Find the key people - opinion leaders etc. - and are affected by your plans identify their information needs
Use stakeholder meetings and effective Inform affected and concerned stakeholders communication channels (as defined by the about on-going and planned activities as well as stakeholders themselves) to keep stakeholders implications for them involved and informed.
Produce tailored communication materials (such as a Management Plan) AND, in your communication materials, make the science and technical language understandable.
Draw on local knowledge Contact locals with good reputations and long- term experience (e.g. retired people)
Establish relevant bodies, such as advisory Terms of Reference for such bodies should councils. always be clearly defined. The bodies should include with representatives from stakeholder group (such as commercial and recreational fishers, tourist industry, local councils etc.)
01/09/2006 38 of 45 Example
LIFE-Project Sharing scientific information on Cetaceans in Spanish waters
Project Lead: Spanish Cetacean Society (NGO)
Background Survey to identify all stakeholder groups in the region whose livelihoods depended on the sea. Development of a communication strategy specifically targeted at the different groups
Desired Outcomes Raise awareness of marine conservation issues Inform them of the latest scientific developments
Communication tools Regular repeated shipping tours to selected ports and bays with three vessels kitted with information material on the marine environment and survey equipment Well-publicised programme of events, talks, monitoring activities and excursions
Results The tours created a constructive and informed climate for more formal discussions on development of conservation orientated management plans Stakeholders recognised the transparency of the process and the serious scientific work carried out by the NGO before advocating measures that may affect their livelihoods
Case study: Harmonisation of offshore wind park establishment and nature conservation in the German EEZ
Communicate with politicians and Members of Parliament
Background The background of this case was a German Government policy objective to foster renewable energy. This policy resulted in many applications for ‘green energy’ sources, amongst Case study them also offshore wind parks. Harmonisation of offshore wind park The Federal Agency of Nature Conservation had to establishment and nature conservation in the German EEZ face the conflict between fulfilling the EU Habitat and Bird Directives in the EEZ and the The German Federal Agency for Nature establishment of offshore wind parks in the same Conservation led the process that resulted in area. The driving force at the time was a German the designation of areas for wind parks and Federal Government that had a strategy to establish protected areas for nature conservation. a national wind power industry, raising the share of The process moved into new legislative fields renewable energy substantially and preserving the (claiming sea use planning competence in marine natural values. the EEZ and creating a sound jurisdiction under UNCLOS and EU Law conditions), as No real scientific knowledge existed about either the well as creating a scientific basis for defining nature conservation areas and favourable natural values of the area or about physical sites for wind farms in the offshore area.
01/09/2006 39 of 45 conditions and degrees of use of the area by the various actors. Two processes were carried out in parallel: placing of wind parks and the evaluation of nature conservation values for the purpose of finding representative marine protected areas.
Communication lead Federal agency for Nature Conservation (+ the Federal Maritime and Hydrography Agency)
Target Audiences 1st Step: staff of the different ministries concerned; MPs, responsible persons in political parties, European Union experts 2nd Step: stakeholders/users in the competing sectors with interest in the sea 3rd Step: interested and general public that could support the idea of marine spatial planning
Desired Outcomes (planned) Avoid the impairment of habitats and species to be protected through the construction of offshore wind parks Proactive identification of suitable areas for the construction of wind parks without or insignificant conflicts with nature conservation Establishment of marine protected areas under the EU Habitat and Bird Directives in the German EEZ
Desired Outcomes (achieved) Legally consolidated designation of areas for wind park construction and marine protected areas under the Federal Nature Conservation Law. A consolidated scientific basis (habitat mapping, distribution of species that use the offshore marine areas) one the one hand delivered by the Federal Nature Agency , on the other hand by the applicants for Wind power parks Consensus or at least acceptance for the establishment as well of offshore nature conservation and a limited number of offshore wind parks Start of spatial planning in the EEZ in Germany as the first country in Europe
Key messages Important themes in the messaging included the point that effective sustainable and nature conservation management should be based on good science; and that green energy is marine conservation.
01/09/2006 40 of 45 Communication tools employed
Fact sheets, assessments, studies of scientific results
Databases, maps of uses and habitat distribution for certain species, evaluation reports for specific wind park areas including site specific risk assessments for the areas
Involvement of users in public participation procedures within both processes, placing of wind parks and designation of marine protected areas
Studies and research programmes on different ecological aspects to marine biodiversity in the areas
Public dissemination materials (CD, website and publications)
Series of workshops, conferences
01/09/2006 41 of 45 General example – communication at the site level
Communicate with the ‘general public’
Example Background The marine environment is not visible (other than Engaging volunteers in conservation work at the surface) and needs to be better known. Links between human activities and harm to the Background The beaches on Crete are important nesting ecosystem are not widely understood. sites for loggerhead turtles. NGOs faced the challenge to protect the nests from damage on First of all, most people are unaware of existing a 40 km long beach. threats to the marine environment. There are several reasons for this: Many threats, such as Desired Outcomes Engage volunteers to help with the eutrophication, are not very obvious and some task marine treasures, rare species or habitats are Protect the nests from damage hardly known by the majority of people. Activities Secondly, only little or inappropriate action is Advertisements for volunteers across the EU taken to inform and educate people about marine Results issues. And thirdly, people are not aware about Over 200 people signed up and spent their possibilities they have to support and their summer helping turtle influence decisions of marine management. conservation work 600 presentations were given by the People only support what they understand, so volunteers in different languages influencing target audience opinions through Over 250.000 people were reached (mainly tourists) targeted communication can help achieving your goal of a better and more effective protection and management of natural values.
Education activities can be one strategy to achieve awareness. However, formal knowledge from schools does not necessarily lead to understanding or concern. The concept of environmental education as fostered in the frame of the UNESCO decade “Education for Sustainable Development” is more likely to get knowledge, motivation and the need to change behaviour across.
Communication lead The relevant public authorities and/or NGOs
Target audiences Although the term ‘general public’ is widely used and understood, it is in fact too broad in practical terms. If we attempt to communicate with everybody we run the risk of the communication being to untargeted – too unfocused, too vague and general to be effective. We also run the risk of stretching our resources too thinly and therefore minimising the effect of our communication work.
Therefore we need to take a more practical approach. This we can do by asking the following questions (so that we can analyse Target Audience characteristics and design specific message and activities):
01/09/2006 42 of 45 Do we want to reach people who are interested and/or active in the marine environment? Do we want to inform and gain understanding from locals or tourists? Do we want to influence politics by informing voters? Do we want to do environmental education?
There is no doubt that public support is essential for achieving management objectives and the implementation of measures by influencing decision-makers or politicians. So communicators may place the emphasis on more clearly defined segments of the community.
Desired Outcomes Raising awareness of marine issues Increasing knowledge about the (local) marine environment Generating an increase in environmentally friendly behaviour Generating understanding and acceptance of nature conservation measures Compliance with management measures and restrictions Support of management e.g. monitoring activities
Key Messages Important themes in the messaging could include the points that+ “The sea is a fascinating environment and has to be preserved, managed and used in a sustainable way to be preserved for the future” “You can do something!” “With your help we can safeguard species and habitats (nature/wildlife) in our coastal waters”
Possible communication tools
Possible communication tool Observations
Target Audience analysis/stakeholder survey
Communication Strategy
Provide access to information Create a contact point (for example an internet page, a desk or notice board at an NGO or public office, etc) and/or a contact person prepared to facilitate correspondence with interested people.
Assure response and reliability, and make sure that input receives feedback.
Generate acceptance of management measures It helps if the management plan can be widely
01/09/2006 43 of 45 understood and is not jargon-heavy.
Dissemination of information Use local media to cover issues and stories
Carry out community information sessions in appropriate locations; advertise these well (for example in the local newspaper, on local radio etc).
Organise special events, such as dinners for local dignitaries/decision-makers; visits by celebrities, guided tours etc.
Produce relevant printed materials, such as brochures, posters, FAQs, teachers’ packs, etc. These can contain practical information, such as ‘What can you do in which zone’.
01/09/2006 44 of 45 References and Resources
Burson-Marsteller.2005. The definite guide to lobbying European Institutions Common Implementation Strategy for the Water Framework Directive (2000/60/EC) (2003). Public Participation in Relation to the Water Framework Directive. Guidance Document No. 8, http://forum.europa.eu.int/Public/irc/env/wfd/library? l=/framework_directive/guidance_documentsandvm=detailedandsb=Title EN, SNH, CCW, EHS (DoE(NI)), JNCC and SAMS, 2001. Indications of good practice for establishing management schemes on European marine sites. Learning from the UK Marine SACs Project 1996 - 2001. Peterborough, English Nature. Gass, Susan E. and Willison, Martin J.H. 2005. An assessment of the distribution of deep-sea corals in Atlantic Canada by using both scientific and local forms of knowledge. In Freiwald A, Roberts JM (eds) 2005. Cold-water Corals and Ecosystems. Springer-Verlag Berlin Heidelberg, pp 223-245 Hamú, D., Auchincloss, E., Goldstein, W. (eds) 2004. Communicating protected areas. Commission on Education and Communication, IUCN, Gland, Switzerland and Cambridge, UK xiv + 312 pp. Hesselink, F. 2004. How to manage change? How to manage people? Skills and knowledge for effectiveness in communicating protected areas and biodiversity values. In Hamú, D., Auchincloss, E., Goldstein, W. (eds) 2004. Communicating protected areas. Commission on Education and Communication, IUCN, Gland, Switzerland and Cambridge, UK xiv + 312 pp. Pomeroy, R.S., J.E: Parks and L.M. Watson. 2004. How is your MPA doing? A Guidebook of Natural and Social Indicators for Evaluating Marine Protected Area Management Effectiveness. IUCN Gland, Switzerland and Cambridge, UK. Xvi + 216 pp. Schiller, A., C. T. Hunsaker, M. A. Kane, A. K. Wolfe, V. H. Dale, G. W. Suter, C. S. Russell, G. Pion, M. H. Jensen, and V. C. Konar. 2001. Communicating ecological indicators to decision makers and the public. Conservation Ecology 5(1): 19. [online] URL: http://www.consecol.org/vol5/iss1/art19/ Sundsteht, K. 2004. LIFE Nature Communicating with stakeholders and the general public. EU-LIFE Nature ISBN 92-894-7898-5 (062) Thompson, L., Jago, B., Fernandes L., Jon Day. Barriers to communication – how these critical aspects were addressed during the public participation for the rezoning of the Great Barrier Reef Marine Park. Wadden Sea Forum, 2005, Breaking the Ice. Final Report of the Wadden Sea Forum, 72 pp., in English, Dutch, German and Danish
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