Final flegt vpa com plan presentation.pdf
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This document outlines a communications strategy to build the capacity of business associations and media in Vietnam to engage with and provide information on issues related to the Forest Law Enforcement, Governance and Trade (FLEGT) process and Voluntary Partnership Agreement (VPA). The strategy identifies key internal and external audiences, their roles and responsibilities, and principles and methods for effective communication. The overarching goals are to improve understanding of FLEGT among stakeholders and prepare them for VPA implementation.
Final flegt vpa com plan presentation.pdf
- 1. Communicating VPA & FLEGT Related Issues
- 2. Building the capacity of business associations and the media to engage with FLEGT and provide information on FLEGT related issues. CONTENTS Mission StatementMission Statement Introduction The Communications Strategy Identifying internal and external audiences The desired roles and responsibilities of each audience group Key Principles Key messages and content Communication methods Evaluation
- 3. Mission StatementMission Statement The Communications Strategy is a guiding framework that supports a project implemented by the Center for Education and Development (CED) and Vietnam Chamber of Commerce and Industry (VCCI). The project aims to improve the communications capacity of media and business Industry (VCCI). The project aims to improve the communications capacity of media and business associations to inform key actors about the FLEGT/VPA process and prepare for implementation as well as enhance motivation and secure commitment
- 4. IntroductionIntroduction Improve the capacity of business associations and media to provide information on FLEGT and related issues Promote the understanding of local media on the FLEGT negotiation process and VPA implementation Support the availability of FLEGT related information toSupport the availability of FLEGT related information to facilitate informed engagement of the business sector The communications strategy is a key tool in ensuring the success of the project
- 5. The Communications StrategyThe Communications Strategy Identifying Internal and External Audiences Internal: Organizations that are directly involved with FLEGT/VPA or are key to the organization and implementation of this project External: Small and medium enterprises (SMEs) who are the beneficiaries of this project and require further information on FLEGT
- 6. The Communications StrategyThe Communications Strategy Organization Definition Members of FLEGT/VPA Information and Communication The group’s aim is to ensure that effective and accurate information on FLEGT/VPA is communicated to all stakeholders. Another task of this temporary working group is to work on the terminology used in FLEGT/VPA in Vietnamese and English. Internal Audience Communication Working Group terminology used in FLEGT/VPA in Vietnamese and English. Currently, participants include VNFOREST, Forest protection departments, SRD, CED, VIETFORES, SMFI, EFI CED and VCCI CED and VCCI are the lead coordinating organizations in the development and implementation of this project and providing information to businesses Business Associations Provincial business association, VCCI local branches where local SMEs are registered
- 7. The Communications StrategyThe Communications Strategy External Audience Organization Definition Media The media delivers news and information. They are currently proving ineffective in reporting substantial FLEGT/VPA activities and related issues. Businesses Enterprises or companies who purchase and sell timber products. This communications plan is relevant to large and small enterprises Communities Households, individuals and local communities who are affected by timber trade and supply timber to businesses. This group are often in isolated regions and do not have easy access to information on FLEGT
- 8. The Communications StrategyThe Communications Strategy Information links and flows VNFOREST FPD Information and Communications Working Group Media: Vietnam Television (VTV), Voice of Vietnam (VOV) Online newspapers: Industry and trade, Business Forum, The Financial Times, VOV DONORS: EU EU-FAO FLEGT, GIZ, WWF EU facilitator/EFI DONORS: EU EU-FAO FLEGT, GIZ, WWF EU facilitator/EFI CSOs- NGOs /CED VIETFORES, HAWA, VCCI, SMFI VNGO-FLEGT Network SRD, Pannature, CRD, and others 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,
- 9. The Communications StrategyThe Communications Strategy Organization Roles and responsibility Members of FLEGT/VPA Information and Communications • Ensure effective and accurate information on FLEGT/VPA is communicated to all stakeholders • Decipher and clearly communicate the terminology used in FLEGT/VPA in Vietnamese and English Internal Audience Communications Working Group FLEGT/VPA in Vietnamese and English
- 10. The Communications StrategyThe Communications Strategy Organization Roles and responsibility CED and VCCI • Develop and implement a communications strategy targeted at business, business associations and media • Identify other areas within businesses that have a role to play in successfully communicating FLEGT/VPA and determine appropriate training and development needs Internal Audience training and development needs • Identify local voluntary, community and business sector stakeholders and their communication needs • Evaluate communication activity with key stakeholders • Ensure consistency of key messages between CED and VNFOREST. • Share with, and when appropriate work with VNFOREST, on any proactive and reactive media activity specific to the VCCI with transferring function • Ensure FLEGT related information is communicated to other stakeholders and respond to queries accordingly
- 11. Organization Roles and responsibility Members from VNGO and VNFOREST • Proactively engage the media and publicise relevant information • Respond to media enquiries and coverage of issues • Mediate between the VPA negotiation team and the Information and Communications Working Group • Provide stakeholders with updated information on programme activity, developments and decisions The Communications StrategyThe Communications Strategy Internal Audience • Keep NGOs and CSO partners informed in the event that a milestone is delayed • Evaluate communication activity with key stakeholders • Identify communication needs across business sector and other stakeholders impacted upon by FLEGT/VPA • Create, implement and evaluate an effective communication plan, with appropriate methodologies, for identified audiences • Exchange information and ideas to develop communication strategies • Review the communications action plan on a quarterly basis • Identify any problems within the communication work-stream • Ensure the use of correct information, terminology, content and messaging in communication strategies
- 12. The Communications StrategyThe Communications Strategy Organization Roles and responsibility Business Associations (VCCI central branch and other business associations) • Facilitate member and wider business engagement in FLEGT/VPA discussions • Provide members and VCCI leaders with regular updates using the information provided from the Information Working Group • Provide detailed briefings before and after each of the Internal Audience associations) • Provide detailed briefings before and after each of the negotiation rounds to members • Coordinate and manage member engagement and development events to support the sector in relation to FLEGT/VPA • Regularly evaluate communication activity and effectiveness with members, CED, the VNGO network and SRD • Provide progress updates to VNFOREST on feedback from businesses and work related to this project
- 13. The Communications StrategyThe Communications Strategy Organization Roles and responsibility Media • Participate in media training workshops • Improve understanding of FLEGT and issues • Provide coverage of and communicate accurate and up to date information of FLEGT to different audiences through different External Audience information of FLEGT to different audiences through different communication channels • Monitor and evaluate media coverage and level of understanding on FLEGT and related issues Business • Improve understanding of FLEGT and issues • Communicate accurate and up to date information of FLEGT to communities that they engage with • Monitor and business level of understanding on FLEGT and related issues Communities • Improve understanding of FLEGT and issues
- 14. The Communications StrategyThe Communications Strategy Key Principles A set of principles will underline all communication activities. These principles are: A proactive approach Open and transparent Timely, regular and accessibleTimely, regular and accessible Relevant, clear and consistent – messages must be jargon free and in plain language Accurate and comprehensive information Two way communication – to give stakeholders and beneficiaries the opportunity to ask questions and receive answers
- 15. The Communications StrategyThe Communications Strategy Key messages and content Key messages are different for each audience The internal audience will receive general key messages that are applicable to all of the different organizationsdifferent organizations The external audience, however, will have tailored messages
- 16. The Communications StrategyThe Communications Strategy Internal audience - key messages There are three key messages for the internal audience. 1. All partners in this project play a key role in the implementation of the program 2. Communications delivered need to show sensitivity and2. Communications delivered need to show sensitivity and understanding, demonstrating management support and commitment 3. Communications need to be simple, explicit, coherent and tailored to each audience
- 17. The Communications StrategyThe Communications Strategy Supporting guidance Communications must reference the sources and context of information Relevant officials and managers must be properly equipped to develop, deliver and provide advice on key messages to be communicated to the external audience Communications need to address the benefit of the information to each respective stakeholder The Information and Communications Working Group is responsible forThe Information and Communications Working Group is responsible for information dissemination Local partners must be consulted as appropriate The frequency and level of detail of the communications are dependent on the audience There are principles and processes to adhere to when communicating issues related to FLEGT/VPA Consult VNFOREST on communications as appropriate Consult the NGO FLEGT network and business associations on communications as appropriate
- 18. The Communications StrategyThe Communications Strategy External audience key messages The key messages are tailored to each target group under the external audience. Potential content of the communications is also outlined here and will differ on the organization providing the information and thethe organization providing the information and the organization receiving the information
- 19. The Communications StrategyThe Communications Strategy Target group Key messages Key content Media 1. The media plays a key role in communicating FLEGT/VPA and related information to all stakeholders 2. The media needs to increase its knowledge, understanding 1. Definition of FLEGT/VPA, its components and its affect on business activities 2. Definition of FLEGT legal timber and how it will affect businesses, communities and 2. The media needs to increase its knowledge, understanding and coverage of FLEGT issues 3. FLEGT and the impact of illegal timber in Vietnam and other timber trading countries is significant timber and how it will affect businesses, communities and related stakeholders 3. Explanation of FLEGT related environmental issues e.g. climate change 4. General forestry information (see Annex 3)
- 20. The Communications StrategyThe Communications Strategy Target group Key messages Key content Businesses 1. There are benefits to using legal timber for business and the sustainability of timber resources 2. Business should improve its understanding of FLEGT as it will have a significant impact on business 1. Definition of FLEGT/VPA, its components and its affect on business activities 2. Explanation of FLEGT related environmental issues e.g. climate changehave a significant impact on business activities 3. Businesses play a key role in educating communities on legal timber change 3. Encourage use of legal timber 4. Definition of FLEGT legal timber and how it will affect businesses, communities and related stakeholders 5. Methods of communicating FLEGT and information on legal timber to communities 6. General forestry information (see Annex 3)
- 21. The Communications StrategyThe Communications Strategy Target group Key messages Key content Communities 1. There are benefits to using legal timber for communities and the sustainability of timber resources 2. Illegal timber has a negative impact on the environment in Vietnam and globally 1. Explanation of the negative environmental impacts of illegal timber both globally and in Vietnam 2. Explanation of the FLEGT/VPA processand globally 3. Communities should improve their understanding of FLEGT as it will have a significant impact on business activities process 3. The definition of FLEGT Legal Timber, and how it will affect businesses, communities and related stakeholders 4. Information on legal timber in Vietnam’s legislation 5. Information on market, price and its fluctuations 6. General forestry information (see Annex 3)
- 22. The Communications StrategyThe Communications Strategy External communications should also follow the supporting guidance points: Liaising with the FLEGT/LACEY office, all activity will consider the timing of the release of communications in terms of the overall media context and wider political environment Ensure that all relevant audiences and stakeholders receive information in a timely manner Ongoing media relations (proactive and reactive) will be used as a vehicle toOngoing media relations (proactive and reactive) will be used as a vehicle to position the FLEGT/VPA issues and communicate with the wider public All requests to CED and/or information working group from the media will be responded to in a timely manner. Advice and guidance should be sought to clarify queries on key issues Cooperation with the media will be granted to facilitate interviews, news releases and statements Use a range of proactive tools in planning for events in order to attract media interest ◦ Engage with key stakeholders whilst developing communication materials ◦ CED will give direction to the overarching messages to businesses and provide support to the overall communications program to businesses. All communications should be aligned through effective working partnerships
- 23. Forestry Related InformationForestry Related Information The public availability of key forestry related information represents an important contribution to reinforcing Viet Nam’s forest governance This Annex outlines: Forestry-related information to be made available to1. Forestry-related information to be made available to internal and external audiences 2. The bodies responsible for making that information available 3. The mechanisms by which it can be accessed
- 24. The Communications StrategyThe Communications Strategy Information to be published by Vietnam Legal text of the VPA and agreements applied to the VPA Information on forest management, e.g. lists of forest concessions or certified areas Information on timber production: harvest volume, values of imported and exported timber, etcvalues of imported and exported timber, etc Information on forest and timber trade violations Information on processing Information on timber legality assurance system (TLAS) procedures and FLEGT licensing procedures and authorities
- 25. The Communications StrategyThe Communications Strategy Information to be published by the EU Data about timber exports from Vietnam into the EU (prices, quantities) Unlicensed imports per country Updates on regulations related to timber trade and financial support for VPA implementation
- 26. The Communications StrategyThe Communications Strategy Information to be published by the Joint Implementation Committee (JIC) on FLEGT/VPA Number of FLEGT licenses issued by Vietnam and number of rejected applications Quantities of FLEGT licensed exports to the EU Cases of non-compliance Actions taken to prevent illegal timber traded, imported or exported in the domestic market
- 27. The Communications StrategyThe Communications Strategy Mechanisms to access information On the websites of: VNFOREST; General Department of Vietnam Customs; TLAS Agency (Viet Nam Forest Protection Department); the Viet Nam Timber and Forest Product Association; and, the EUAssociation; and, the EU At the VNFOREST and EU delegation office in Ha Noi who are responsible for monitoring the VPA Annual reports available at Competent Authority of VNFOREST and EU Press conferences of the two sides (Vietnam and EU) The leaflets, newsletters, media publications by both sides
- 28. The Communications StrategyThe Communications Strategy Communication methods Tailored communications will meet a specific audience’s needs at a specific time. The method of communication will depend on: The importance of the information being communicated The level of engagement requiredThe level of engagement required The relevance of the information to the audience How the target audience prefers to receive information Whether it is a one-way or two-way communication
- 29. The Communications StrategyThe Communications Strategy Internal communication methods: • Internal communication should be mainly via electronic methods (e-mail or internet) and through team meetings • CED and VCCI will remain the key point of contact• CED and VCCI will remain the key point of contact and are responsible for ensuring that information is disseminated in an accessible format. Queries on FLEGT/VPA can be directed to and specific information can be sought from the point of contact
- 30. The Communications StrategyThe Communications Strategy External communication methods: Main external channels should be used including news releases, media briefings, central and local government websites and publications, and where appropriate, social media, leaflets, events and seminars The development of a specific FLEGT website would provide a ‘one stop shop’ for all information on FLEGT Presentations on FLEGT can be developed for face to face meetings. When face to facePresentations on FLEGT can be developed for face to face meetings. When face to face meetings are not possible, webinars can be held for those that have access to the internet Social media can provide instant and up to date information. This will also encourage debate and engagement from the online community Media coverage through tailored articles, news, and television programs can be leveraged to reach those that use more traditional modes of communication. Training workshops for media can be organized to improve their understanding of FLEGT and related issues Organizations without access to the internet can be reached via hard copy publications, information leaflets and pamphlets
- 31. The Communications StrategyThe Communications Strategy Potential internal communication methods Regular briefings with VNFOREST and NGO-FLEGT network Regular face-to-face employee presentations / briefings, particularly for staff impacted by FLEGT. Information communicated to managers needs to be in a format that can becommunicated to managers needs to be in a format that can be easily transferred to relevant staff Production of a (series) of videos to aid managers brief their staff in a consistent manner Email briefings and updates (monthly, or as required) on the reform Set up a phone helpline for staff to ask questions
- 32. The Communications StrategyThe Communications Strategy Potential external communication methods Electronic (e-mail or internet) Team meetings Face to face meetings to discuss significant issues Regular briefings through normal local media channels Use of internet and social media to supplement local media briefings Development of articles for publishing in specific trade and sector publicationsDevelopment of articles for publishing in specific trade and sector publications Development of a specific FLEGT website Production of a series of videos to communicate information about FLEGT/VPA Development of leaflets and pamphlets for organizations without email access Development of a FLEGT website to cover the reform process and related issues Develop presentations on FLEGT and related issues Media coverage through tailored articles, news and TV programmes Training workshops for media Publications on FLEGT for businesses
- 33. EvaluationEvaluation Individual communication activities will be monitored, reviewed and evaluated on an ongoing basis. This will enable the activities to adapt to stakeholders’ communication needs and subsequently deliver the best resultsbest results FLEGT stakeholder roles will be reviewed and evaluated to ensure that each role is adequately supporting and progressing the communication activities
- 34. Communication Evaluation FormCommunication Evaluation Form An evaluation form that each stakeholder can complete to assess a specific communication activity and any issues arising is available. (see example in the next slide). There is space for the stakeholder to present the results and achievements of the activity but also to stateachievements of the activity but also to state recommendations for next steps and improvements. The information will be collated by CED and assessed to be integrated into the next round of activities and planning. This information can be used for mid-term evaluations and final evaluation (when the communication plan is completed).
- 35. EvaluationEvaluation Stakeholder Related objective Activity being evaluated Results achieved Areas for improvement e.g. CED, Media Promote the understanding of local media on the FLEGT negotiation process and VPA Training Workshop on Capacity Building to Provide Information on FLEGT/VPA for Media Agencies. 75 participants attended. Workshop report completed. Commitment from the media to implement a Media and NGOs need to start working together. Next steps are to develop and Example of evaluation for communication activities process and VPA implementation. Media Agencies. media to implement a communication plan for communities. Coverage of 25 news items on issues related to FLEGT/VPA and legal timber processing (newspapers, radio and televisions). develop and implement a media and public outreach plan on FLEGT issues.
- 36. Stakeholder Evaluation FormStakeholder Evaluation Form The following template enables the evaluation process of stakeholder roles to be presented. The key issues to evaluate are identified, followed by how the evaluation will be conducted and the timescale for the evaluation to take place.evaluation to take place.
- 37. EvaluationEvaluation Stakeholder being evaluated Key issues to evaluate How will the evaluation be conducted Evaluation date e.g. Government Level of information provided to NGOs & Media from negotiations Surveys with NGOs & the Media – do they feel the government has supported them August 2014 – the earlier an evaluation on the government’s role in the provision of information about FLEGT-VPA is evaluated the better. This will Example of evaluation for stakeholder roles negotiations supported them through information provision? evaluated the better. This will enable any gaps in government support to be assessed and changed, in time before the FLEGT-VPA negotiations are finalized in October 2014.
- 38. EvaluationEvaluation Evaluation roles and methods The evaluation should be carried out as soon as completion of the implementation of this plan in January 2015. It is expected that the following activities will have reached specific stages by this date: Media provision of information plan has beenMedia provision of information plan has been conducted – documentaries, radio shows and news articles are published NGO plans to increase information provision are half- way through completion Information from the NGOs has reached the community sector
- 39. EvaluationEvaluation Media and NGOs In order to assess the levels of information about FLEGT/VPA, the Media and NGOs should: Conduct surveys on levels of understanding about FLEGT/VPA Monitor the media coverage of FLEGT/VPA In order to assess their role in providing accurate information aboutIn order to assess their role in providing accurate information about FLEGT/VPA to different audiences, NGOs should: Conduct surveys with stakeholders, e.g. businesses and communities In order to assess the Media and NGO working relationship, both types of organization should: Analyze the number of joint communications and if information is being correctly disseminated
- 40. EvaluationEvaluation Business sector In order to assess the Level of understanding in the business sector about FLEGT/VPA and their willingness to buy legal timber, business organizations should: Conduct tests and surveys to judge the level of understanding Questions regarding legislation on FLEGT, where to get information from and certificate requirements can be includedand certificate requirements can be included At Community level In order to assess if communities understand how FLEGT legislation will affect them and why legal timber is patriotic and important for Vietnam, surveys must be conducted by NGO-FLEGT network, in which basic FLEGT related questions are posed to individuals of different age groups
- 41. Center for Education and Development Add: Room 1502, 3A Building, RESCO, #74 Pham Van Dong Street, Tu Liem District, Hanoi, VietnamStreet, Tu Liem District, Hanoi, Vietnam Website: http://www.ced.edu.vn Tel: (84-4) 3562 7494 Fax: (84-4) 3540 1991 E-mail: lientk@ced.edu.vn