EXECUTIVE SUMMARY - UNESCO World Heritage

NOMINATION DOSSIER ANNEX 5.6
"ANCIENT BEECH FORESTS OF GERMANY"
COMMUNICATION STRATEGY:
BEECH FORESTS AS UNESCO WORLD NATURAL HERITAGE
EXECUTIVE SUMMARY, SEPTEMBER 2008
4. COMMUNICATION STRATEGY
The Communication Strategy is based on targeted distribution of information, in the form of information
building blocks, to identified target groups.
The key question, in terms of guaranteeing acceptance, is which information is passed on, how and when this
is done, and to whom. If identical information is provided to everyone, it may not be suitable to trigger an
appropriate response in many cases.
To reach the target group and convey the message, the choice of medium is key. Here, it is essential to take
account of the media structures of relevance to the target group concerned and, at the same time, identify a
format that conveys the information appropriately.
The Communication Strategy therefore identifies target groups based on differentiation between the specific
structures available and the general recipient groups. For each of these target groups, communication
objectives are identified which define what needs to be achieved for the individual target group in order to
involve it appropriately in the nomination process.
In order to achieve an equivalent level of knowledge among all target groups, the information building
blocks are broken down into central, regional and individual building blocks.
This system ensures very flexible communication and is a tool with which to achieve increased awareness of
the subject over the longer term, establish the “beech forest” as a topic, and convey the significance of the
World Heritage nomination to the public at large.
INFORMATION BUILDING BLOCKS TARGET GROUPS
1.4 · Interested members of the public
1.3 · Sceptical members of the public
1.2 · Uninterested members of public
1.1 · Persons affected
etc.
...
7