DEVCOMM READER

October 7 2003, Issue 2

Compiled by the World Banks Development Communications Division

Communications and Conservation

INTRODUCTION Conservation areas can generate economic resources by tapping into eco-friendly tourism, while securing sustainable livelihoods for local inhabitants and ecosystems and limiting mass infrastructure work. In order to achieve these goals TTLS and project managers must often engage a culturally and socioeconomically diverse set of stakeholders, including indigenous communities, the media (both local and international), line ministries, potential tourists, the local government and NGOs. Challenges that arise in these projects include attracting visitors, encouraging the local community to participate in park management, and securing political commitment for limited and sustainable tourism.

About the Reader

Communication can be an important tool for consensus building, behavior change and multiple other factors that that shape successful public policies. The Devcomm reader provides links to development communication research, field work and learning opportunities. It displays the impact of communication on development projects that span a wide range of sectors and themes. This issue focuses on the role of communication on conservation projects. I) Field Work II) Research III) Learning Events

Strategic communication can be a key tool to involve locals in conservation initiatives, encourage stakeholder participation and facilitate the behavior changes that conservation initiatives require. Communication also promotes effective policy making for environmentally sustainable development. This issue looks at cases where DevComm has supported conservation programs as well as other organizations experiences. FIELD WORK BUILDING SUPPORT FOR CONSERVATION THROUGH STRATEGIC COMMUNICATION WORLD PARK CONGRESS On September 8-17 Emanuele Santi and Paolo Mefalopulos attended the 5th IUCN World Park Congress in Durban, South Africa, where they presented the Banks work in conservation and discussed how communication is being integrated in this field and its potential benefits. (see presentations below) The IUCN World Park Congress is organized by the World Conservation Union and takes place every ten years. Its primary goal is to: Review the global status of Protected Areas (PAs), assess the critical issues facing them and map out directions and actions for the next decade and beyond. 1) Lessons from Using Communication in the World Bank (PDF-file, 284KB) Paolo discussed the role of communication in the field of environment and natural resource management. Through practical examples, his presentation emphasized the importance of participation as a key component to any development intervention. Back to top

2) Building Professionalism in Communication (PDF-file, 193KB) Emanuele's presentation, Building Professionalism in Communication raised some of the challenges often encountered in this field, where too many individuals often claim to be communicators without having appropriate theoretical knowledge and adequate practical skills. Mr. Santi presented the basic requirements needed to be a professional communicator. 3) Strategic communication for the establishment of the Butrint National Park, Albania (PDF-file, 8,745KB) While in Durban, Emanuele also presented the lessons learned from the establishment of the Butrint National Park in Albania, which was also supported by the World Bank. The decision of the Government of Albania to protect and promote this cultural and natural asset has been seen as a major step in promoting a sustainable socio-economic development of the region. The project faced the following challenges: A) B) C) D) Building national and international support for the establishment of the Butrint National Park Raising visibility and prominence of this forgotten site in order to attract visitors Building internal political support for the establishment of the park among local and national government Inclusion and participation of the rural communities in the development of sustainable eco- and archeological tourism the area

Emanuele's presentation displays how multi-faceted communication was implemented to address some of these challenges, and the obstacles that still lie ahead. Back to top RESEARCH 1) Sourcebook on Communication for Natural Resources Management Produced jointly by the United Nations Food and Agriculture Organization (FAO), the Communication Initiative and the Unit for Operational Communications for Sustainable Development (DevComm-SDO) This could be a useful tool for those involved or interested in communication and natural resource management. It links a number of theories and behavior change principles to real initiatives encouraging the reader to analyze each initiative through different theoretical lenses. Each experience is organized around a theme, a learning objective, a description of an actual natural resourcemanagement and communication initiative. 2) Communications for Social Change; an Integrated Model for Measuring the Process and its Outcomes Working paper produced by the John Hopkins University Center for Communications Programs for the Rockefeller Foundation The model of Communication for Social Change (CFSC) describes an iterative process where "community dialogue" and "collective action" work together to produce social change in a community that improves the health and welfare of all of its members. It describes Community Dialogue and Action as a sequential process or series of steps that can take place within the community, some of them simultaneously, and which lead to the solution of a common problem.

3) Livelihoods Approaches to Information and Communications in Support of Rural Development and Food Security A website by the United Nations Food and Agriculture Organization Livelihood Approaches to development emphasize the inter-relationship between community-level activities and the broader policy and institutional framework recognizing that peoples priorities and opportunities change and that interventions which seek to reduce poverty must be dynamic and respond to these evolving opportunities. Through case studies and a theoretical framework this website depicts the role of information and communication in achieving the following: A) B) C) Back to top LEARNING EVENTS 1) DevComm Calendar Online View DevComm training events, presentations and field visits 2) Responsible Business- A New Strategy for Development, Warsaw Poland, October 6-7 The Development Communications division, in collaboration with the Responsible Business Forum, CSR Europe, IBLF, HR BCSD and UNDP recently coordinated this conference whose objective was to present emerging responsible business trends in central and eastern European countries. The first day focused on issues related to the role of partnerships in promoting CSR and sustainable development, while the second day focused on application of the CSR concept. More information is available on DevComms website and the next issue of the DevComm reader. 3) Governance and Community EmpowermentA distance learning course organized by WBI. The objective of this program is to facilitate the sharing of country experiences on empowering communities and other excluded groups and to build skills needed within civil society and government to ensure more participatory and inclusive governance. The Course is structured based on demand from client countries and delivered over 5 weeks, during two hour weekly sessions. The course modules are: Principles and Strategies of Community-Driven Development Communications, Advocacy, and Coalition Building Citizen Participation in National Governance Citizen Participation in Local Governance Strategic Planning Monitoring and Participatory Evaluation. Facilitating the exchange of information by the poor necessary for sustainable livelihoods; Improving communication within and between the institutions responsible for making decisions that affect livelihood options; and Empowering poor communities to participate in the decision-making processes.

Back to top Feel free to send us information on your project work, research, ideas or comments. Please contact Manuel Rueda at mrueda@worldbank.org