Does ICRI need a Communication Strategy? USAAustraliaFrance Sweden/ Philippines UK/ Seychelles Call to Action; Framework for Action Renewed CTA; FFA GCRMN ReefCheck ReefBase ICRIForum ICRIN ICRAN & CORDIO *** * =GCRMN Status-of-Reefs Report

Is ICRI effectively communicating its messages to make a difference in conserving or reversing coral reef decline? Is ICRI losing a battle against time? Will a dedicated Communication Strategy help ICRI’s current structure and function? CORAL, WWF & other NGOs GCRMN ReefCheck ICRAN others...

Given its volunteer nature, most of the time ICRI’s membership only focuses on ICRI activities immediately leading up to its general meetings. How consistently have ICRI Subcommittees followed through on promises?

ICRI has already developed a Communication Strategy ICRI-CPC meeting Paris, France, 1999 ICRIN Subcommittee Meeting, January, 2000 –Target Audience –SWOT Analysis –Coordination Plan –Core & Sectoral Programs

Strengths Experience developing effective coral reef public information programs; Extensive network of coral reef NGOs and agencies to act as potential coordinators and relays for distribution of information Existing inventory of public awareness materials and activities Technical ability to create databases of information and distribute materials quickly and inexpensively through electronic communications

Weaknesses Complexity and expense of managing public awareness programs across multiple regions and sectors trying to reach a wide variety of target audiences Limited initial financial resources for program development and technical expertise in media relations, advertising, etc. Expense of reaching remote areas with limited access to electronic communications Difficulty of measuring effectiveness of awareness-building programs due to paucity of baseline data on public opinions and knowledge about coral reefs.

Opportunities Coral reefs are popular and photogenic important economic, natural and scientific resources General public acknowledgment that coral reefs are at risk Growing interest in coral reefs among the media, governments, NGOs and many segments of the public Few powerful, focused opponents to coral reef conservation

Threats Competition for media and public attention from issues that are considered more important by the public Messages about coral reefs getting lost in a "sea of bad news" about the environment Threats beyond the ability to handle in the near future (e.g. mass coral bleaching due to rising sea temperatures) leading to despair and inaction Lack of strong consensus among coral reef scientists and the conservation community about threats and solutions Competition from other causes and organizations for funds and technical expertise needed for program development

Target Audience ( as defined Jan ) Tourism Fishing Key Decision Makers/Opinion Leaders

Core Program Database of Available Outreach and Public Awareness Materials Coral Reef Image Bank Media Relations Program Production of Brochures, Teaching Kits and Outreach Materials

Sectoral Program Briefing Papers on the Economic Value of Coral Reefs Educational Videos Template for MPAs (generic materials for MPA managers)

Recommendations? Can a Communication Strategy be substituted by ICRI members who do this for a living? Reconstitute the Subcommittee? –Can the voluntary membership keep promises and follow-through? –Re-examination of existing strategy with Recommendations to the Executive Authority?