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2. Let´s put a face, a human face to this... From entrepreneurial farmers in
SPAs with interesting experiences to talk about, to active and sustainable
tourism companies that have something to tell us, to celebrities that live
in one of the sites and are willing to talk about its natural value if there is
any threat to it, to restaurants that specialize in the gastronomic traditions
of the area, to town mayors involved in their conservation, to prestigious
winemakers whose vineyards are within a SPA...
3. Let´s write a script. Reality tends to be boring if it´s not edited, scripted,
shaped to make points of interest stand out... Attractive points can
get diluted in a sea of normality. So, as in television reality shows, once
we have gathered the pieces of the puzzle, once we have human faces,
let´s create stories that sell. Let´s design certain informative tension, but
with a clear idea, too: let´s go for mountains, not plateaus. I´ll explain this:
it´s very complex to maintain narrative-informative tension always at its
highest (plateau). We will attract media attention more easily if we make a
script with peaks, if we create novelties... (and even if we sometimes resort
to the occasional problem as a hook, we must not put emphasis on the
conflict, in news about disagreements, so that the Network does not ends
up being associated with problems).
4. In order to distribute all that material, let us make a communication plan
that takes all the different channels into account, including the “squirrels”:
local press, regional press, radios, specialized magazines, bloggers, Twitter
users, online media...
5. If this network has something positive as regards communicating it, that
is its capacity to generate many and very appealing images. Let´s create a
good photo and video databank. This audiovisual material will open many
doors when it comes to selling the Natura 2000 Network to magazines
and television. Due to the precarious current situation of many media, providing
them with a large amount of quality graphic material will always be
welcome.
So let´s get to work with a summarized message in mind: to break down,
to be specific and to create a script for a concept as undefined and wide
that, up to now, it has not penetrated society.
Natura 2000 Network. Handbook for journalists
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