1. [Building GBIF Nodes III: Strategically positioning your Node]
[GB20 Nodes Courses]
[Building GBIF Nodes III:
Strategically positioning your Node]
[Dr. Liam Lysaght]
[Centre Director]
Global Biodiversity Information Facility (GBIF)
[4th October 2013]

2. Structure of module
Successful strategic positioning of you Node depends on:
Understanding the International relevance of GBIF’s role and network
Understanding opportunities for gaining national relevance
Understanding how to communicate the desired public image
Availing of opportunities for improving profile using media

3. 1. Multilateral Environmental Agreements and Bodies
Intergovernmental Platform on Biodiversity and Ecosystem Services (IPBES)
Convention on Biological Diversity (CBD)
Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES)
Convention on the Conservation of Migratory Species of Wild Animal (Bonn Convention or CMS)
International Treaty on Plant Genetic Resources for Food and Agriculture (ITPGRFA)
International Plant Protection Convention (IPPC)
Convention on Wetlands (RAMSAR)

4. Science-Policy Interface
Millennium Ecosystem Assessment
Global Environment Outlook
Global Biodiversity Outlook
Global Plan of Action for Plant Genetic Resources
Global Strategy for Plant Conservation
State of World’s Genetic Resources

5. GBIF’s ‘unique mandate’ -
Operates under an inter-governmental mandate
Serves as the peak global aggregator for species occurrence data
Ensures data interoperability for all taxonomic groups and regions
Co-ordinates national, regional and global activities around all classes of biodiversity data
Operates a functioning international network of data nodes
Builds fundamental capacity for all aspects of biodiversity informatics

6. 2. Understanding opportunities for gaining national relevance
Service provision by Nodes can improve their relevance at the national level. The services provided could include:
Support implementation of legislation (e.g. data provision)
Support national environmental policies (e.g. data provision & reporting)
Support science community (e.g. data infrastructure, data mobilisation, research)
Build support base for conservation of biological diversity (e.g. added value products)

7. Strategically positioning your Node: example from Ireland’s GBIF Node

8. 3. Raising profile of your Node
Identify the key target audience for your ‘services’
This could include:
Funding institutions
Statutory bodies
Cultural institutions
Professional scientists
Non-governmental organisations
Citizen scientists
General public
Branding, design and promotion should be determined by target audience and the message you wish to communicate.

9. Consider what ‘messages’ to communicate by the different aspect of work of Node
Website
Data portal
Reports
Newsletters
Projects
Events
Other ‘products’

10. Examples

11. 4. Using the Media Available media Social media - Facebook, YouTube,
and electronic newsletters
Newspapers and periodicals
Radio
Television

12. Social media Engage directly with audience
‘Lightweight’ news & audience
Visual component is important
Needs to be constantly updated
Cheap and effective way to broadcast video
Content can range from serious to trivial
Very effective communication tool
Can be technically demanding
Short messages of max 140 characters
Drive traffic to website

13. Electronic newsletters
Resources already exist:
Gits Newsletter
Monthly information updates

14. Print and traditional media
General approach
Target specific media outlets – programmes, newspapers, etc. (target outlet)
Create media list – notes about contacts (know who is who)
Produce Press Release or tailored story (why will the want to cover this?)
Target specific contacts based on subject matter (not anonymous)
Follow up with personal contact (personal contact)
Always be willing to talk to journalists (know what you want to say)
Always follow up after story (to say thank you – but to lay foundation for next story)

15. Examples of video:
Ireland’s Biodiversity in 2010 – promotional video
Ireland’s BioBlitz
Ireland’s Biodiversity