index

2
CREATING A COMMUNICATION PLAN TO MAKE
THE NATURA 2000 NETWORK FASHIONABLE
Basis for the proposal:
Target audience must be segmented, messages transmitted according
to their destination audience and optimal communication channels chosen
in each case.
Keys for its implementation:
Por ejemplo estaríamos hablando de:
• It is a proposal complementary to the previous and it stems from the
idea that identifying the network with general concepts is no good.
We must tell specific stories, adapted to each segment of audience.
colectivos.
3
PUTTING A FACE TO THE
NATURA 2000 NETWORK
Basis for the proposal:
Until now communication efforts have focused mainly on publicizing
the natural value and beauty of the environment from a landscape and
scenic point of view. It would be a question of putting across more clearly
the pragmatic and practical implications for people who live within the
Natura 2000 Network.
Keys for its implementation:
We would be talking about, for example:
• Telling everyday experiences and stories. Record real positive experiences
of the ordinary people who live within the Natura 2000 Network
to convince the public opinion, through a message of proximity, that the
Natura 2000 Network is not an obstacle or a problem.
• Availing of the experiences of opinion leaders. If the message of the
virtues of the Natura 2000 Network reaches people via someone who
is well known, we will achieve a much higher impact.
• Underlining what makes each site really special and unique. In this
case, too, publicizing the specific will contribute to giving publicity to
the general.
Natura 2000 Network. Handbook for journalists 65