EXECUTIVE SUMMARY - UNESCO World Heritage

5.i Policies and programmes
related to the presentation
and promotion of the
property
Th e specifi c challenge in presenting and conveying
the fi ve nominated component parts
lies in the particular features jointly and
with a uniform appearance meeting their
communicative function both in regional
promotion and in connection with the serial
property.
The joint communication strategy
Th e communication concept “World
Heritage Beech Forests” was developed
(annex 5.6) to ensure the best possible information,
presentation, and commu nication
of the nominated component parts.
For this purpose, the relevant target groups
were identifi ed:
• Local / regional population
• Children / adolescents
• Tourists
• Tourism businesses and associations
• Local / regional politicians and public
persons
• National population
• Multipliers
Th e target groups have been assigned targets
to be communicated in order to achieve
suffi cient involvement in the nomination
process. Taking into account the media-
related structures of the respective group, the
strategy defi nes formats to properly communicate
the information.
To have a balanced informational awareness
across the individual target groups, information
elements are subdivided into central,
regional, and individual modules. Th is
5. PROTECTION AND MANAGEMENT OF THE PROPERTY
system guarantees communication to be
highly fl exible and off ers a handle for ensuring
thematic awareness, establishing the
beech forest subject, and conveying to the
population the signifi cance of the World
Heritage nomination.
Th e following milestones have been worked
out for communication:
Raising regional awareness
Goal: Th e population relates to the region
and takes a conscious stance towards it. It
will therefore look upon the nomination
for UNESCO World Heritage favourably.
Informational balance
Goal: Shortcomings in the subject-specifi c
education have been evened out with a consequent
harmonisation of the communi cation
structure within the areas.
Creating areas of action
Goal: Th e population is off ered the opportunity
to get actively involved in supporting
the nomination.
Defi nition and reinterpretation of terms
Goal: Using a target group-specifi c language,
it is possible to ensure the communication
between the protagonists and target groups
to properly convey the meaning and purpose
of the nomination. Th e notions of nature
conservation are also understood by persons
who are not active protagonists in nature
conservation.
Knowledge popularisation
Goal: Knowledge and information have been
popularised in terms of language and contents
to ensure that any alienation through
excessive knowledge and the resulting lack
of interest is obviated.
Information, presentation,
and communication of the
nominated component
parts is based on a coordinated
uniform communication
structure.
Nationale
Naturlandschaften
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