Ced final review workshop presentation eng
- 1. The Center for Education and Development Hanoi, 13 August 2015 FINAL REVIEW WORKSHOP Building relationships with business associations and media agencies to engage in FLEGT to provide information on FLEGT and the related issues EXPERIENCES AND LESSONS LEARNT http://flegtvpa.com
- 2. The Centre for Education and Development 1 Project description, planned activities 2 Activities implemented, results, and impacts 3 Experiences and lessons learnt from the project implementation Contents
- 3. The Centre for Education and Development Description of Project Main objective: Building capacity for business associations and media agencies to engage in FLEGT to provide information on FLEGT and the related issues. Two main specific objectives: • Promote an understanding of local media on the FLEGT negotiation process and VPA implementation • Support the availability of FLEGT related information to promote informed engagement of the business sector
- 4. The Centre for Education and Development Description of Outputs Expected outputs according to the agreement with FAO: • Output 1: The required information on FLEGT related issues among Small and Medium size Enterprises (SMEs) and related stakeholders assessed. • Output 2: Increased availability of FLEGT-related information through local media/journalists and business associations. This is to improve the understanding of the FLEGT negotiation process and VPA implementation and promote a more informed engagement of the business sector. • Output 3: Monitoring, evaluation and visibility framework developed.
- 5. The Centre for Education and Development Results Achieved http://flegtvpa.com
- 6. The Centre for Education and Development 1. Assessment of Information and Capacity Building Needs Conducted in-depth interviews with 71 enterprises, 20 media agencies and related organizations and business associations Finalize the assessment report in both Vietnamese and English and distribute it widely for businesses and related organizations 57% of the sample have heard about FLEGT-VPA 75% do not know the main contents of FLEGT-VPA Interviews in The Vu Company, Binh Dinh 4/2014
- 7. The Centre for Education and Development 2.1. Two major workshops Organized two major workshops and several meetings with the media and related organizations. “Training Workshop for Media” took place on the 9th July 2014 at the Green Park Hotel in Hanoi. A total of 90 representatives from associations, media agencies, NGOs took part in the workshop. (26 news articles covered information from the workshop, with the assessment report quoted 8 times in six e-newspapers) • Workshop in Quy Nhơn “Peer learning and networking among SMEs on Flegt-Vpa” on 26 June 2015, Seagull Hotel, Quy Nhơn. • 43 representatives, 32 SMEs, 4 associations (5 news articles) • 88% of representatives returned their assessment forms, and 100% positively assessed workshop, especially the discussions, and interest in receiving “Q&A FLEGT-VPA”
- 8. The Centre for Education and Development 2.2. Meetings to build capacity and provide information for media • Developed communication strategies to communicate VPA and FLEGT related issues for the project and shared with all the organizations involved – (photo right: a meeting with journalists at CED on 09 January 2015) • Supported journalists by access to knowledge on FLEGT through discussions, Q&A sessions, dialogues and information updates – (photo left: a meeting at VNFOREST with key media agencies)
- 9. The Centre for Education and Development 2.3. Sharing the Overall Review of Information and Media Coverage on FLEGT VPA Online 2010 2011 2012 2013 2014 2015 Npo 6 20 26 37 27 5 Sn 0 2 4 8 5 0 Gov 9 8 13 17 33 14 Cty 7 4 6 7 10 12 Báo 6 18 9 18 105 40 0 50 100 150 200 News/Articles/Pots 481 news/posts 2010 - 7/2015 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Accuracy Per Online Media Errors Posts
- 10. The Centre for Education and Development 2.4. Document Review- Compilation of Information For Businesses and Media Alike • Provide support for media to cover and report issues related to FLEGT; support information research, editing, provide subjects and information, develop communication campaigns, communication messages • Support field trips, media briefings on FLEGT, VPA for businesses based on review of available technical documents • Compilation of Q&A booklets for businesses, media and related organizations on FLEGT-VPA VTV field trips in Quang Nam June 2015 VTV and journalists interview businesses in Binh Dinh in June 2015
- 11. The Centre for Education and Development 3. Monitoring and Evaluation • The baseline data that was established is based on the need for assessment and monitoring throughout the project • Established baseline data on media and communication for the monitoring of the implementation of the project • Need to establish a baseline data on FLEGT-VPA in Vietnam (documents and reports available); • Interviews and final project evaluation database (randomly selected those who participated in the need assessment for final evaluation); • Closely monitoring activities, assess all events, activities and adjust accordingly to the next activities to ensure the best possible outcomes; • Closely monitoring media coverage and assess accordingly (quality and reach) providing feedbacks for media as appropriate.
- 12. The Centre for Education and Development Project Communication Products Through Mass Media (VTV,VOV, E-newspapers) • Implemented a communication campaign based on mass media: 24 news articles on six different media outlets (compared with 15 in the project agreement) • Two documentary films on national television - VTV, 8 radio programs for communities, and a number of videos clips introducing the concept of FLEGT and VPA for businesses and the public. 9/2014 3/2015 4/2015 5/2015 6/2015 7/2015 8/2015 VTV 0 0 0 0 0 1 1 VOV2 0 0 0 0 0 3 0 VOV 0 0 1 1 0 2 0 TBNH 0 0 1 0 0 1 0 DDDN 0 1 1 0 0 2 0 TBTC 0 0 2 0 1 1 0 BCT 0 0 2 0 0 0 0 GV 3 0 1 1 1 0 0 0 2 4 6 8 10 12 articles/documentary Communication agenda
- 13. The Centre for Education and Development Development of the Website Flegtvpa.Com 0 500 1000 1500 2000 2500 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Hits Website flegtvpa.com - +10, 000 page views as of August 07, 2015
- 14. The Centre for Education and Development Statistics of the Facebook page: legal timber - Gỗ Hợp Pháp • Fanpage Facebook.com/FlegtVpa – 951 Likes – 24/6/2015 • Connect with other projects on FLEGT, VPA
- 15. The Centre for Education and Development Compiled And Published 700 Copies of Booklets “Q&A on FLEGT-VPA for Businesses” • Published 700 booklets containing the FAQ on VPA and FLEGT for businesses – and published a series of FAQ online (@flegtvpa.com) • Information has been up and running on the web (which will be continuously updated)
- 16. The Centre for Education and Development EXPERIENCES AND LESSONS LEARNT AFTER IMPLEMENTATION OF THE PROJECT http://flegtvpa.com
- 17. The Centre for Education and Development Results For Communication Plans News and programs produced by the projects have been highly appreciated by related organizations and media agencies (VTV, VOV and newspaper outlets) both in terms of content quality and the communication outreach Journalists (especially young journalists) have greater understanding of these issues (for examples: corporate social responsibilities, sustainable development, FLEGT…), meaning that they are more interested in covering these issues overtime. Furthermore, this is especially the case when they are in charge of forestry and environmental issues
- 18. The Centre for Education and Development Necessary Support From VTV, VOV and Related Organizations Attempts to match these issues with the on-going reporting/ coverage from the media agencies (VTV, VOV, newspapers) to leverage existing resources from media (knowledge, equipment, airing time, and data. .) Cooperation between NGOs/professional organizations and media is important. NGOs provide guidance, key messages, contents, while the media can make the public aware of the issues. During the implementation, it is necessary to have support from government organizations to provide important information, officials announcements and voices.
- 19. The Centre for Education and Development Different Techniques and Forms of Communication Media Newspaper Magazine OOH TV Radio Internet Blog Forum Social Network Mobile Media Digital Publishing WOM
- 20. The Centre for Education and Development Media relations STORY PITCHING PRESS CONFERENCE PRESS TOUR INTERVIEW PRESS RELEASE/ PRESS KIT MEDIA ADVISORY EXPERT SERVICE COLUMN SPONSORSHIP NEWSROOM SERVICE MEDIA MATERIALS BYLINED ARTICLES
- 21. The Centre for Education and Development Effective Communication STORYTELLING VISUAL BE A RESOURCE FOR THE MEDIA BRAND JOURNALISM A SMART DISTRIBUTION PLAN A SOCIAL ONLINE NEWSROOM
- 22. The Centre for Education and Development Effective communication plans
- 23. The Centre for Education and Development Effective Communication Plan Know how to tell a story Useful information sources Close co-operations Proactive
- 24. The Centre for Education and Development The Communications Strategy Information links and flows VNFOREST FPD Information and Communications Working Group CSOs- NGOs /CED VIETFORES, H AWA, VCCI, S MFI VNGO-FLEGT Network SRD, Pannatu re, CRD, and others Media: Vietnam Television (VTV), Voice of Vietnam (VOV) Online newspapers: Industry and trade, Business Forum, The Financial Times, VOV News. Printed newspapers: Binh Dinh Newspapers, Binh Dinh Forestry Newspapers, Magazine: Viet timber Community organizations, local communities, households Businesses and local businesses associations EU operators, business partners, DONORS: EU EU-FAO FLEGT, GIZ, WWF EU facilitator/EFI
- 25. The Centre for Education and Development Need To Have a Communication Plan – Well Planned But Also Flexible After the launch of media review and media campaign in January 2015: • The quality of overall media coverage has improved by 16% and ~13% with six media partners of the project • 18 media outlets that the project assessed improved by ~7%. • It was clear that the internal review/control process within the media agencies is not effective and could be improved. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% All medias 6 medias (suppoted by CED) 18 medias (evaluated on 10/2014) spelling mistakes Accuracy The quality of online media coverage before and after 1 March 2015 Before (<3/2015) After (3/2015-7/2015)
- 26. The Centre for Education and Development Leveraging Both Traditional and Modern Media News, articles, films, clips, videos are posted on different online channels for further reach • Implementing the use of traditional media (newspaper, TV, radio,...) • Website connected with other websites • Share more information and messages on social media (FB, YouTube, SlideShare)
- 27. The Centre for Education and Development Links with others Websites • Links with other organizations: FPA Binh Dinh VCCI Danang, WTO center, among others • Aim to get and share more information with other partners • Results in Win – Win situations
- 28. The Centre for Education and Development Leveraging The Use of Social Networks • Films and documentaries, news • Radios programs have been edited and reproduced and uploaded on to social media platforms e.g. YouTube • Documents, published reports, PPT have been posted on SlideShare for easy download
- 29. The Centre for Education and Development Use friendly search engines • Use of appropriate key words to have higher ranks in popular search engines (SEO), “legal timbers”,“gỗ hợp pháp” “flegt vpa”,... • Website flegtvpa.com has an average ~ 20 visitors/per day • According to Google, “flegt vpa” keyword has an average of 110 searches per month, worldwide and 20 searches per month in Vietnam
- 30. The centre for education and development More information is available at: http://flegtvpa.com