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Communications Strategy

Contents

1. Introduction........................................................................................................................................... 2

2. Purpose and principles ......................................................................................................................... 2

3. Communication aim .............................................................................................................................. 3

4. Communications Objectives ................................................................................................................. 3

5. Target Audiences ................................................................................................................................. 3

6. Key Messages ...................................................................................................................................... 5

7. Delivery Channels and Brand ............................................................................................................... 9

8. Timeline .............................................................................................................................................. 10

9. Roles and Responsibilities .................................................................................................................. 11

10. Monitoring and Evaluation ................................................................................................................ 12

11. Resourcing and Budget .................................................................................................................... 15

Annex A: General Messages .................................................................................................................. 16

Annex B: Related Documents ................................................................................................................. 22

Annex C: Communications Key Contacts ............................................................................................... 23

Annex D: Issues Management ................................................................................................................ 24

Annex E: Communication Governance ................................................................................................... 25

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1. Introduction

The IUCN World Parks Congress (WPC) will be held in Sydney, Australia, from 12-19 November 2014. The theme

of the WPC is “Parks, People, Planet: Inspiring Solutions” and will be delivered in partnership by IUCN, Parks

Australia and NSW National Parks and Wildlife Service (NPWS). This once in ten year, landmark event is

underpinned by a strategic direction to achieve new committed action based on recognising that protected areas

offer inspiring solutions for global challenges. The WPC will:

Position protected areas within goals of economic and community wellbeing;

Strengthen policy and action commitments for protected areas;

Foster the equitable governance of parks and protected areas;

Explore and promote parks and protected areas as inspiring solutions to global challenges; and

Demonstrate how this can be achieved through compelling evidence and action.

The WPC aims to achieve the following outcomes:

Communicate the most compelling and inspiring solutions to global challenges;

Position protected areas in the post-2015 sustainable development agenda; and

Reach new commitments and capacity across conservation, development and business sectors for

implementation.

2. Purpose and principles

The WPC will be a ground-breaking and innovative event that aims to shift global thinking on protected areas. To

achieve this ambitious outcome, a comprehensive and inspiring communication campaign is required to engage a

diverse target market. This Communications Strategy is positioned to help deliver on the strategic requirements

of the WPC, by providing a framework that will promote the WPC as an unmissbale event, convince a diverse

target market that their presence is crucial and engage all audiences in a positive, inspiring and solutions based

agenda that will deliver benefits to all.

This communication strategy will define the suite of key messages and communications approaches that will

support the achievement of the WPC outcomes, and will ensure that:

messages are coordinated and consistent at the global and country level;

communications will be honest, factual and easily understood, to assist translation;

foundations are established on which additional communications activities can be built;

a clear framework is provided for communications issues response.

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3. Communication aim

The aim of this strategy is to inspire global action to support protected areas leading up to, during and post the

World Parks Congress.

4. Communications Objectives

1. To raise the profile of the IUCN World Parks Congress 2014 as the premier international gathering on

protected areas.

2. To inspire and involve the protected area sector to adopt new approaches to conservation challenges.

3. To invite collaboration from beyond the protected area sector to develop solutions for conservation and

development.

4. To inspire and involve the next generation of society’s youth and business leaders to engage with protected

area issues.

5. Target Audiences

The audience base is vast and widely dispersed and has been segmented into three target audiences- engaged,

growing and potential (see attached table for more detail). These groups are differentiated by:

their existing level of awareness and understanding of protected areas and their role in responding to current

global development challenges;

their awareness and understanding of the Congress and its purpose;

their ability to affect change;

the motivations and/or barriers to accepting the information, and;

the channels of communication.

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1. Engaged Audience Who they are

Currently engaged stakeholders, with strong interest and understanding of

protected areas, the Congress and its objectives, that:

­ have the ability to affect practice on the ground.

­ desire active engagement and meaningful contribution.

­ can be reached through existing networks and channels.

The IUCN network

Environment and conservation organisations

Philanthropic foundations (environment focus)

Parks and Protected Areas (including Indigenous people)

Major international and regional environmental agreements and conventions

Science and academia

National and sub-national governments (environment sector)

Youth and young professionals in this sector

2. Potential Audience Who they are

Representative sectors with limited engagement and understanding of the

Congress and its objectives, that:

­ have the ability to affect and enable institutional and policy

environments.

­ have a peripheral awareness of protected area issues and

opportunities, with limited motivation based on need.

­ may be reached through strategically targeted communications

channels, with a focus on benefits and establishing relationships to

shift perceptions.

Agriculture, forestry, fisheries and water

Banking, finance and insurance

Aid and development

Health

Travel, leisure and tourism

Extractive industry

National and sub-national governments (health, agriculture, foreign affairs)

Communities, including Indigenous people and communities

Philanthropic foundations (focus beyond protected areas)

3. Growing Audience Who they are

A young audience with limited to no awareness of protected areas, the

Congress and its objectives, that:

­ have a deferred ability to affect change, either on the ground or within

the policy environment within ten years.

­ are driven by a desire to advance their professional and personal lives.

­ are open to new ideas, opinions and self development.

­ may be reached, following an initial introduction, through an on-line or

social media presence.

Youth

Schools, universities and TAFEs (Technical and Further Education institutions)

Students and Student organisations in schools, universities and TAFEs

Education institutions (galleries and museums)

Environmental education programs and organisations

Youth ambassador programs and young volunteer organisations

Scientists and academics

National and sub-national governments (education)

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6. Key Messages

The following table outlines the key messages required to achieve the communications objectives of this strategy. Key messages have been mapped to the target audience

and framed by specific questions that focus on what each audience needs to know. Note that these key messages provide the essence of what the WPC needs to

communicate and therefore are a guide only. Each communication activity will need to take this essence and craft additional messages targeted to specific stakeholders

(i.e. messages to mining companies will differ to those for health organisations). Additional general messages and Congress related facts are located at Annex A.

Objective 1: Raise the profile of the IUCN World Parks Congress 2014 as the premier international gathering on protected area management

Issue Existing audience Potential audience Growing audience

What is the

WPC? The IUCN World Parks Congress Sydney 2014 will be the global hub of knowledge and innovation in protected area conservation.

This once in ten year event will set the agenda for protected areas for the decade to come.

Why is the WPC

significant? Protected areas are places for inspiration and wonder, offering hope for the future, and high quality of life for all people.

This WPC is taking an innovative approach to addressing global challenges by improving collaboration between the protected area, social and

economic sectors.

Why is this

Congress

different?

This WPC will be working towards a new paradigm for protected areas by positioning them within broader and economic and social goals.

This WPC aims to mainstream protected areas into the development agenda through changes in policy and practice.

The WPC actively encourages people from outside protected areas to share their opinions and ideas – we genuinely want to know what they think.

Objective 2: Invite the protected area sector to explore and share solutions to the challenges they face

Issue Existing audience

The invitation Your expertise and inspiration are needed to improve protected area management.

Why do I need

to be involved? The diversity and quality of protected area governance and management depends on significant enhancement of knowledge, capacity and

effectiveness.

Threats to protected area systems posed by trade, development and illegal activities require a concerted global and regional approach.

What is in it for

me? Identify and communicate inspiring solutions - proven approaches to improve protected area governance and management.

Discover, create and develop inspiring new approaches for protected area governance and management.

Network and participate in technical learning. Return home with new ideas and solutions to address your own challenges.

How can I

justify the

‘value for

money’?

The WPC will be addressing some of the world’s most pressing challenges that are relevant to you, including biodiversity loss, climate change, health

and disaster risk management.

As a delegate, you will have the opportunity to influence the long term outcomes of the Congress so they take into account your experiences and goals

You can address your conservation challenges by engaging in new conversations with new partners and applying the lessons learnt.

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Objective 3: Invite collaboration from beyond the protected area sector to develop solutions that deliver benefits for all

Issue Existing audience Potential audience Growing audience

The invitation Find solutions to today’s most pressing

environmental and sustainable

development challenges, such as climate

change, poverty, disaster risk reduction,

food and water shortages.

Meet and network with a diverse range of people

from conservation and business sectors.

What’s in it for

me? Spend time with stakeholders from ‘the other

side of the fence’, hear their perspectives and

their views on common challenges.

Protected areas can make a powerful and

cost-effective contribution to addressing

some of the key development challenges

faced by the planet, including climate

change, water and food security, disaster

risk reduction and human health and well-

being.

Move beyond corporate social

responsibility and see how collaboration

can benefit your business.

The environment is big business. Learn to

survive in an environmentally conscious

world by learning to speak an

‘environmental language’.

Influence the outcomes of the next ten

years of protected area policy by

representing your region.

Be at the cutting edge of new policy

development for addressing conservation and

development challenges.

Influence the outcome of the next 10 years of

protected area policy and practice by being part

of the conversation.

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Why should we

collaborate? We can’t do this alone. We need support

from all sectors to help achieve our goals.

Win-win solutions for conservation and

development are possible when we

communicate with and involve other

development sectors.

Mainstreaming of biodiversity and protected

areas in development is an opportunity, and

not a threat for protected areas.

Investment in protected area systems and

institutions is cost-effective and has a high

return for governments, development

sectors and human well-being.

Win-win solutions for conservation and

development are possible.

Incorporate protected areas into the way

you respond to today’s most pressing

environmental and sustainable

development challenges.

Engage in constructive debate and

commit to enduring partnerships to

achieve these goals.

Protected areas can lead the way to a new

appreciation of nature as a foundation for a

sustainable future, and a new relationship

between people and the environment.

How can I

justify the

‘value for

money’?

Your participation will improve regional

responses to your challenges.

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Objective 4: Inspire and involve the next generation of societies leaders to engage with protected area issues

Issue Existing audience Potential audience Growing audience

The invitation Get involved in the discussion on protected

areas to create a better future for you and for

the planet.

What is in it for

me?

Protected areas can unlock opportunities for

skills development, employment,

entrepreneurship or leadership.

Protected areas are opportunities to involve

people marginalised from nature by lifestyle,

lack of opportunity, poverty or imbalances of

power, wealth or access.

A new generation of protected area managers

will embrace development challenges while

conserving biodiversity and ecosystem

services.

How can I make

a difference?

You can help inspire the next generation of

protected area managers.

Mobilize involvement in protected areas for

quality of life and a sustainable future.

Celebrate the beauty and inspiration of

nature for life, art and culture.

Ask questions, brainstorm solutions, and get

involved

How can I

justify the

‘value for

money’?

Can access an audience that your sector does

not already interact with? Take lessons learnt

back to own business. Personal development

opportunity.

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7. Delivery Channels and Brand

Delivery channels

Information will flow through a variety of delivery channels (some existing and others to be developed

during the life of this strategy) to serve the needs of specific audiences. The cost of producing and

servicing these tools will be allocated and agreed to by each agency, according to their function. Note

that a separate social media strategy will be developed to supplement this communication strategy

(refer to Annex B).

Key communication channels are outlined in the box below. Use of these channels for communication

actions will be split by international and national activities. IUCN will have ownership of developing all

communication materials aimed at the international audience while Parks Australian and NPWS will be

responsible for national communications (see Annex E). The Communications Working Group will

provide the forum within which to share updates on communications activities of the respective

agencies.

Media-print, radio, TV and video

Press releases, statements and advisories

targeted to sector specific media.

Opinion editorials.

Features in traditional news outlets

(newspaper, magazine).

Stills and video news releases (VNRs).

Media interviews (key note speakers,

champions and ambassadors).

Media kits.

Media centre and daily press briefing.

Online and Social Media

Websites- World Parks Congress, IUCN, GPAP.

IUCN Members Portal.

Newsletters (IUCN,WCPA and outside

stakeholders).

Social Media- Facebook, Twitter, You Tube,

Flickr, LinkedIn, Tumblr, Pinterest, Blog.

Publications

Brochures and factsheets.

Stream factsheets.

Books and reports.

Posters and banners.

The World Parks Congress brand

A key communication tool for the WPC is the brand. A brand identity, including a logo and guidelines

for use, has been developed and will apply to all WPC communications materials, including websites,

brochures, merchandise, banners, signage and presentations and other collateral. It is important that

the WPC brand be distinguished from partner brands in order to maximize exposure for the WPC.

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8. Timeline

Communications activities will support key announcements and milestones before, during and after

the Congress. A summary of the communications phases are below with more detailed information in

the Communication Action Plan (refer to Annex B).

PHASE PRIORITIES

Phase 1 – the Build Up

March 2013 – November 2013

Identify communications objectives, audiences, messages.

Produce communications materials.

Guide and oversee stream communications.

Launch WPC website.

Identify Global Ambassadors and Stream Champions to

promote the Congress.

Publicize the Congress at international events.

Phase 2 – The Push

November 2013 – June 2014

Launch social media campaign.

“Registrations open” announcements and publicity.

Organise “one year to the Congress” events, including at the

Asia Parks Congress to preview and inform WPC.

Proactive media liaison and briefings- media releases and

targeted approaches in international and local media.

Opinion editorials in target international media.

Features in in-flight magazines in the run up to the Congress.

Phase 3 – The Urgency

July 2014 – September 2014

Launch ambassador speaking tour.

Media coverage in international newspapers, magazines, on

websites, on television.

Ongoing dialogue online and on social media.

Targeted media releases at key milestones such as speakers

announced, ‘Save the date’ announcement / media advisory.

Phase 4 – Happening now

October 2014 – Up to Congress

(November 2014)

International coverage in identified key media outlets.

International media releases and interview opportunities.

Conference media kit.

Management of the media centre and daily press briefings

during the Congress.

Announcement of achievements and outcomes – Reactive

press statements.

News reporting: virtual conference blog, web, social media.

Phase 5 – Maintaining

momentum (Communicating

results)

From late November on

Communicate outcomes and achievements on web, social

media, and/or publication(s).

Analyse media coverage and online analytics and

Communication on how to stay involved.

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9. Roles and Responsibilities

IUCN, Parks Australia and NPWS will be responsible for delivering communications activities associated

with their function, targeted to specific audiences and in line with communications objectives. Refer

to Annex C (key contacts), Annex D (breakdown of responsibilities for issues response) and Annex E

(communication governance framework).

Organisation/Group Responsbilities

Communications

Working Group

(CWG)

Coordinate and overseeing the communications activities of the Congress

as a whole (including partners).

Develop resources for partners to facilitate consistency in key messages.

IUCN Oversee global communications.

Report to the CWG on stream communications.

Liaise with the stream leaders’ communication contact person.

Manage program stream web content.

Manage the global ambassador and champions.

Translate media and communications materials in the three official

languages (prior to and following the WPC).

Australia

Parks Australia and

NPWS

Oversee in-country communications, in-line with global communications.

Market and promote the WPC within Australia (including public festival).

Produce domestic web-content and event logistics (e.g. field trips).

Manage the WPC logo and brand guidelines.

Manage the Australian ambassador and champions.

Manage communication with internal and domestic partner agencies.

Australian Media

and Public Affairs

Manager

Report to Parks Australia and NPWS and chair the CWG

Work with IUCN on global communications activities.

Implement and monitor the communications strategy and activities.

Manage the International Media Centre during the Congress.

Professional

Conference

Organiser

Report to NPWS.

Manage event logistics, including on-site and media centre set up.

Create and manage the WPC website (content coordinated by NPWS).

Utilise translation services during the WPC.

Partners IUCN, Parks Australia and NPWS will work closely with partners to

strengthen communications reach a wider audience.

Global Ambassadors IUCN, Parks Australia and NPWS will engage Global Ambassadors and

Champions for the Congress (refer to Annex B).

Stream Leaders Implement communications activities for their stream.

Appoint a contact person to liaise with IUCN.

Minimize overlap and maximize cross promotional opportunities.

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10. Monitoring and Evaluation

Progress towards achievement of communications objectives will be monitored throughout the life of

this plan and evaluated post-Congress (see the table below). Monitoring and evaluation tools that

may be used are listed below. A monitoring and evaluation framework is provided in the following

table. Note that this is an indication only and additional work will be done in the lead up to the

Congress to finalise monitoring activities.

1. Research and data collection

Registration data including country of origin, area of interest occupation, age group

(demographics).

In-Congress information including satisfaction surveys of delegates during the WPC.

Optional (subject to funding): Commissioned research project to identify the communication

understandings and behaviours of the target audience before and after the WPC (with an option

to link to a legacy outcome).

2. Media monitoring

Media monitoring will be undertaken before, during and post the WPC, including from mainstream

media outlets and through Google Alerts.

3. Online and social media analytics

Tools such as SocialMention will be used to track social media coverage.

Ongoing website monitoring will determine website use and traffic.

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Objective 1: Raise the profile of the IUCN World Parks Congress 2014 as the premier international gathering on protected area management

Measure Method Responsibility

Number of delegates and public/visitors (including percentage of

IUCN member delegates).

Registration data NPWS/ Professional Conference Organiser

Regional representation of delegates. Registration data NPWS/ Professional Conference Organiser

Extent and placement of media coverage. Media monitoring IUCN, Parks Australia, NPWS

Website hits. Google analytics Social Media Officer

Social media usage. Social media analytics Social Media Officer

Target audience awareness and perceptions of the Congress and

its purpose.

Research project (benchmark and post-

Congress)

TBA- subject to funding/resources.

Number of participants in field trips Registration data NPWS/ Professional Conference Organiser

Number of participants in tours Tour company data Parks Australia (liaison with tour companies)

Objective 2: Invite the protected area sector to explore and share solutions to the challenges they face

Measure Method Responsibility

Total number of delegates from the protected area sector. Registration data NPWS/ Professional Conference Organiser

Number of first-time delegates from the protected area sector. Registration data NPWS/ Professional Conference Organiser

Regional representation of delegates. Registration data NPWS/ Professional Conference Organiser

Number of streams and sessions led by the protected area

sector.

Congress program data IUCN

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Objective 3: Invite collaboration from beyond the protected area sector to develop solutions that deliver benefits for all

Measure Method Responsibility

Number of first-time delegates from beyond the protected area

sector.

Registration data (TBC) NPWS/ Professional Conference Organiser

Sector representation of participants (including sectors other

than protected areas).

Registration data NPWS/ Professional Conference Organiser

Extent of social media engagement from sectors beyond

protected areas.

Online and social media analytics Social Media Officer

Objective 4: Inspire and involve the next generation of societies leaders to engage with protected area issues

Measure Method Responsibility

Number of youth participants in Congress. Registration data NPWS/ Professional Conference Organiser

Youth involvement on social media. Social media analytics (by age group) Social Media Officer

Number of schools/educators engaged, and how. Measurement of Congress’ presence in

youth media publications and TV

coverage

Youth audience’s awareness and

perceptions

IUCN, Parks Australia, NPWS

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11. Resourcing and Budget

This is an indicative budget only, provided to assist with scoping communications activities. A more

refined version will be informed by the Action Plan.

Activity Responsibility Funds $AUD/CHF

Pre and Post Congress Communication

Logo design and branding guidelines NPWS A$30,000

WPC Website – design and updates (through

the Professional Conference Organiser)

PCO A$50,000

Social Media (creation of pages and response

to logistical matters)

PCO A$ TBC

Promotional Budget (to be fully scoped but to

include: “One Year Out” Events; promotional

gifts, promotional posters)

PCO A$220,000

Congress Event Communications

WPC Brochure/s (registration, printed pocket

program and fully indexed online program –

including website updates)

PCO A$150,000

Media Centre (including equipment) PCO A$70,000

Public Relations (including Media kits and

famils)

PCO A$150,000

Congress Highlights Video PCO A$20,000

Congress Photography PCO A$30,000

Event signage PCO A$75,000

Event Evaluation PCO A$2,000

Subject to Fundraising

Australian ambassador and champions PCO A$60,000

Advertising PCO A$25,000

Daily Congress Newspaper PCO A$50,000

Daily Reporting Service (IISD) IUCN A$25,000

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Annex A: General Messages

General Messages are divided into three categories: the event; the value of protected areas, and win-

win solutions and have been mapped to each stage of the timeline outlined above.

General Messages

The Event: General

The IUCN World Parks Congress (the Congress) is a landmark global forum on protected areas held

once every ten years.

The IUCN World Parks Congress will bring parks and protected area management together with

others sectors with an interest in the worlds natural resources to set the global agenda for the

following decade.

The sixth IUCN World Parks Congress will be held in Sydney, Australia from

12-19 November 2014 and expects to attract 3000 delegates from around 160 countries.

The theme, Parks, People, Planet: Inspiring Solutions recognises that well managed protected

areas benefit people and communities and provide solutions to pressing global environment and

development challenges.

The aim of the Congress is to position parks and protected areas firmly within broader goals of

community and economic wellbeing by demonstrating practical solutions; not just what to do but

how to do it.

The IUCN World Parks Congress will build on and help deliver IUCN’s global work programme:

valuing and conserving nature; effective and equitable governance of nature’s use; deploying

nature-based solutions to global challenges.

This landmark event is organised by the IUCN, through its Global Protected Areas Programme

(GPAP) and the World Commission on Protected Areas (WCPA), and hosted on behalf of Australia

by Parks Australia and the New South Wales National Parks and Wildlife Service, in the Office of

Environment and Heritage.

The Event: Program

The program will be composed of plenaries, workshops, special events, side meetings, parallel

events and a public festival. Capacity building workshops and field trips will take place before and

after the formal sitting dates of the Congress.

The program will be broken up into eight thematic program streams. Each stream represents a

body of work that requires further dialogue, negotiation, debate, and ultimately commitment to

action from its respective constituents.

Program streams have been chosen based on their alignment with, and ability to contribute to, the

IUCN’s Global Protected Areas Programme, and in consultation with members of the World

Commission on Protected Areas (WCPA) at the IUCN World Conservation Congress (WCC). The

program streams are:

1. Reaching Conservation Goals. This stream will demonstrate that a well-planned, managed and

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connected system of protected areas is an essential component to achieve conservation goals.

2. Responding to Climate Change. This stream will explore the changing needs of protected area

management as well as innovative ways that protected areas can help communities to mitigate

and adapt to climate change.

3. Improving Health and Well-being. This stream will be designed to encourage exchange of ideas,

build partnerships, review achievements and develop new alliances between diverse sectors on

the role of healthy ecosystems in protected areas for supporting human health and well-being.

4. Supporting human life. This stream will examine the socio-economic benefits of protected

areas through provision of water, food security, and services such as disaster risk reduction.

5. Reconciling development challenges. This stream will focus on the intersections and trade-offs

between protected areas and development goals and challenge national and local governments to

fully integrate protected areas into spatial planning and sectoral development plans.

6. Enhancing the diversity and quality of governance. This stream will examine the diversity and

quality of governance of the world’s protected areas, as well as governance practice in other areas

that are contributing to biodiversity conservation.

7. Respecting Indigenous and traditional knowledge and culture. This stream will engage

members of Indigenous and local communities, governments, non-governmental and international

organisations, and the private sector to collaborate in recognising the role of Indigenous peoples

and local communities in the management of protected areas, sacred natural sites, and

surrounding landscapes and seascapes.

8. Inspiring a new generation. This stream will focus on the challenges and opportunities of

“connecting people to nature” to ensure that future generations care about, and take the

necessary steps to conserve nature.

The Event: Pathway

The Congress takes a pathway approach to programming whereby work is conducted before,

during and after the event itself.

In the before stage, stream leaders will establish relationships with partners within and beyond

the protected area sector to form a constituency. Together, the constituency will share ideas,

identify common goals and debate options to build a solid and inspiring ‘package’ for presentation

at the Congress.

Following the Congress, stream leaders will remain active with their constituency.

The Event: Get involved

There are many ways to get involved in the IUCN World Parks Congress.

Register to receive updates through our website and subscribe to the World Commission on

Protected Areas Newsletter.

Submit your ideas for the program through the website.

Show off Australia’s rich cultural landscape by hosting a field trip as part of the social program.

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Applications open.............

Teach and share knowledge with new audiences by hosting capacity building workshops as part of

the program. Applications open.......

Speak or run a session at the Congress. Call for papers open......

Exhibit at the public Festival on Sunday 16 November 2014....... Applications open

Attend the IUCN World Parks Congress. Registrations will open in November 2013.

Sponsor the IUCN World Parks Congress. More information.......

Sponsor a student or delegate from a developing country to attend the congress. More

information

Volunteer at the event. Information and applications will be provided on our website closer to

November 2014.

Follow us on Facebook/Twitter. Keep up to date with the latest news and announcements

Facebook/........@

Promote to your networks. Help us to bring new audiences and real solutions to the Congress in

2014.

The Event: Sydney, Australia

The IUCN World Parks Congress 2014 will be held in Sydney, Australia.

Sydney is Australia’s famous harbour city and the capital of New South Wales, boasting the iconic

Sydney Harbour Bridge and Sydney Opera House.

Beyond its landmark buildings, Sydney Harbour National Park shelters secluded beaches,

picturesque islands and enchanting pockets of native bushland.

A high quality and exciting program of field trips and social events will provide delegates with the

chance to soak up Sydney’s spectacular harbour, seductive outdoor lifestyle and great natural

beauty.

Delegates will be treated to a world-class visitor experience in Sydney, Australia.

Swim, picnic and bushwalk along the spectacular foreshore or visit harbour islands on a ferry. Go

sailing or kayaking, get up close to wildlife and discover ancient rock art and convict-built

buildings.

Sydney is a gateway to the rest of Australia, providing easy access to planes, trains and buses to

travel to other parts of the country. Melbourne, the Great Ocean Road, the Great Barrier Reef and

Australia’s Red Centre are easily accessible from Sydney.

The Event: Sydney Showground, Sydney Olympic Park

The Congress will be held in the Sydney Showground and Exhibition Halls within Sydney Olympic

Park.

Sydney Olympic Park will transform into a global village made up of representatives from around

160 countries coming together to advance protected areas, find solutions to some of the world’s

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greatest environmental and social challenges and set common goals for the future.

Sydney Olympic Park, approximately 16 kilometres from the central business district, is well known

for its ongoing commitment to ecologically sustainable development and management.

The multi-use precinct provides modern, state-of-the-art facilities and luscious open spaces,

making it the perfect place to meet and work in a natural setting.

Organisers of the IUCN World Parks Congress are committed to developing and demonstrating a

world-leading ecologically sustainable event.

The Event: More information and resources

Website: www.worldparkscongress.org

IUCN Global Protected Areas Program: www.iucn.org/about/work/programmes/gpap_home/

Putting protected areas to work to address global challenges, speech, IUCN Director General Julia

Marton-Lefèvre, 15 November 2012:

http://www.iucn.org/about/work/programmes/gpap_home/pas_gpap/gpap_perspective/?11555/

Putting-Protected-Areas-to-Work-to-Address-Global-Challenges

Convention on Biological Diversity: www.cbd.int

Aichi Biodiversity Targets: www.cbd.int/sp/targets

Tourism Australia: www.australia.com

Destination NSW: www.destinationnsw.com.au

The value of protected areas

A protected area is a clearly defined geographical space, recognised, dedicated and managed,

through legal or other effective means, to achieve the long term conservation of nature with

associated ecosystem services and cultural values. (IUCN Definition 2008)

Protected areas conserve nature and biodiversity while contributing to people’s livelihoods,

particularly at the local level.

Protected areas respect people and cultural knowledge.

Protected areas contribute to building peace and promoting cooperation among nations.

Protected areas help countries and communities to manage natural resources and improve social

and economic wellbeing.

Protected areas are good business. Investing in protected areas is a cost effective way to reduce

business risks linked to biodiversity loss, climate change, pollution and unsustainable practices.

At times of economic crisis environmental guidelines must be included in all development and

recovery plans and activities.

We need to invest in protected areas now

- We are in the middle of a global extinction crisis, with rates of biodiversity loss 100 times

above pre-human levels. Protected areas help people, local economies and the planet.

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- Effectively managed and equitably governed protected areas are critical in achieving the UN

Millennium Development Goals to end global poverty and the objectives of the Convention on

Biological Diversity to conserve global biodiversity.

- Extremes of weather and the associated damage could wipe 2% off the US GDP by 2030, while

similar effects could cost China $1.2tr by the same date. (Climate Vulnerability Monitor DARA

group).

- Climate change is contributing to the deaths of nearly 400,000 people per year, and costing

the world more than $1.2 trillion, wiping 1.6% annually from global GDP. (Climate Vulnerability

Monitor DARA group).

Win-Win solutions

Protected areas provide win-win solutions in achieving human wellbeing and development

aspirations for all, whilst conserving biological and cultural diversity.

Protected areas provide:

- Solutions to the climate change: resilient ecosystems store carbon, and reduce the economic

risks of natural disasters by protecting human settlements and the foods and resources we

depend upon from tsunamis, hurricanes, landslides, drought and flooding. The global network

of protected areas stores at least 15% of terrestrial carbon.

- Solutions to water security: protected areas provide drinking water to one third of the world’s

100 largest cities. In many parts of the world, adequate supplies of potable water depend on

protected areas.

- Solutions to food security: protected areas boost fisheries and preserve crop wild relatives,

essential for agricultural production.

- Solutions to human health: protected areas provide clean air, medicinal plants,

pharmaceutical materials and recreation.

- Solutions to peace: protected areas promote equitable governance and contribute building

peace and promoting cooperation among nations.

- Solutions to biodiversity loss: protected areas are justly credited with preventing the

extinction of tigers, rhinos, and many other plants and animals. Large healthy protected areas

are the best tool we have to conserve biodiversity, especially against the backdrop of climate

change. The benefits of preserving species richness are worth an estimated $4-5 trillion

annually. (UN report TEEB).

Protected areas support communities and improve social and economic wellbeing.

- Protected areas are a cost effective way of reducing economic risks and increasing social and

economic sustainability.

- Protected areas welcome millions of visitors every year, thus contributing to the fastest-

growing global ecotourism market

- Globally, almost $10 billion is spent on coral reef tourism every year. (source?)

- Protecting intact ecosystems is a proven method of protecting human settlements and the

21

foods and resources we depend upon from tsunamis, hurricanes, landslides, drought and

flooding.

- Pollination services of protected areas in South Africa’s Cape Region are worth approximately

US$400 million annually.

- The value of Mexico’s protected areas as a carbon sink is estimated at US$12.2 billion.

- The value of Uganda’s protected areas as a carbon sink is estimated at US$20.3 billion

annually.

- Natural features such as coral reefs and mangroves are the most cost-effective options for

protecting areas from sea rise and storm damage.

- The value of mangroves as coastal protection is estimated to be as much as US$300,000 per

kilometre of coastline.

- Planning for climate change adaption is more effective and less costly than forced, last minute

emergency adaption. (EEA 2004).

- Careful management of landscape and protected areas can provide unfiltered water supply -

saving billions of dollars in filtration infrastructure costs.

- Protected areas hold many species as yet unknown to science, which may prove of immense

value to us as resources for new medicines or foods.

Business must respond to the demands of consumers and governments for more sustainable

production and investment strategies, or face losing market share.

22

Annex B: Related Documents

1. Communications Action Plan

2. Social Media Strategy

3. Global Ambassadors and work stream champions guidelines.

4. Communications contingency plan

23

Annex C: Communications Key Contacts

Organisation Name and Title Email Phone

IUCN Trevor Sandwith

Director

Global Protected

Areas Programme

trevor.sandwith@iucn.org +41 22 999 0167

IUCN Jamie Kemsey

Global Protected

Areas Programme

jamie.kemsey@iucn.org +66 2 662 4029

IUCN Borjana Pervan

Media Relations,

Global

Communications

borjana.pervan@iucn.org +41 79 8574072

IUCN Ewa Magiera

Media and

Communications

Officer

ewa.magiera@iucn.org +41 22 999 0346

+41 79 856 7626

(Mobile)

NPWS Carla Armanet

Event Manager

Carla.Armanet@environment.n

sw.gov.au

+61 2 9585 6556

NPWS TBC

Australia Media and

PR Manager

TBC TBC

NPWS TBC

Media Advisor

TBC TBC

Parks Australia Leanne McLaughlin

Executive Officer

Leanne.mclaughlin@environme

nt.gov.au

+61 2 6275 9088

Parks Australia Patty Worboys

Secretariat CWG

Patty.worboys@environment.g

ov.au

+61 2 6274 1934

Parks Australia Margot Marshall

Director, Public Affairs

Margot.marshall@environment

.gov.au

+61 2 6274 2846

Parks Australia Tanya Davies

Social Media Officer

Tanya.Davies@environment.go

v.au

+61 2 6275 9680

Professional

Conference

Organiser

Emma Bowyer emma.b@icmsaust.com.au +61 2 9254 5000

24

Annex D: Issues Management

In the lead up to, during and post the WPC, it is important to ensure clear lines of communication for

dealing with the range of issues that will arise. While all WPC partners are likely to have an interest in

these issues, it is important that one agency be assigned the ‘first right of reply’ and coordinate

information from other partners and internal agencies to ensure issues response is coordinated and

timely.

Note that this Annex is a living document that will need to be updated throughout the life of this

strategy. A detailed contingency plan, similar to the Jeju contingency plan, will be developed to

supplement this table.

Possible issues IUCN Parks

Australia

NPWS PCO

The IUCN World Parks Congress (program

content, objectives, legacy outcomes, stream

policy and progress).

x

Protected Areas- global x

Protected Areas- Australia x

Protected Areas- NSW x

Congress program (dates, times, bookings,

registration)

x

Transport strike/failure, extreme weather,

death/resignation of figurehead, climate-

related disaster

x

Australian crisis –extreme weather, flooding,

bushfires, airline strike, mass transport failure

x

NSW crisis- extreme weather, flooding,

bushfires, airline strike, mass transport failure

x

Species loss (International) x

Species loss (Australian) x

Tasmanian forests

Back-burning and bushfires (National /State) x x

Great Barrier Reef

Super-trawlers x

Marine zoning (National /State) x x

Mining (National /State) x x

Grazing in national parks x

Hunting in national parks x

Visitor numbers (National /State) x x

Inappropriate/questionable sponsors x

25

Annex E: Communication Governance

IUCN International Steering committee

(ISC)

Media Relations, Global

Communications

IUCN Secretariat

Borjana Petersen

National Steering committee

(NSC)

IUCN WPC Director

Director Global Protected Areas Programme

IUCN WPC Executive Officer

Helen Noble

Events Manager NSW NPWS

Carla Armanet

Executive Officer Parks Australia

Leanne McLaughlin

Media and Public Affairs Manager

(Chair CWG) TBA

Website Manager Professional Conference

Organiser (PCO)

International communications Australia communications

IUCN Regional Communications Network Manager

Jamie Kemsey

CWG Secretariat Parks Australia Patty Worboys

Media and

Communications Officer

IUCN Secretariat

Ewa Magiera

Senior Events Coordinator NSW NPWS

Eric Chartrand

Communications Working Group (CWG)