Communications planning should be considered at the outset of any action plan and it is intended that the London Biodiversity Action Plan should have a strong communications aspect.

The Communications Topic Group of the London Biodiversity Partnership has produced these guidelines (14 July 2000) in order to assist the Species and Habitat Action Plan and Species Statement working groups in their efforts. To ensure consistency in Partnership communications and to avoid the delivery of contradictory messages, the working groups should consult the Communications Topic Group over their communication objectives, actions and monitoring. The most appropriate time to do this is during the second round of Action Plan consultation.

These Guidelines will:

The following Terms of Reference of the London Biodiversity Partnership should be taken into account when planning communications effort:

As indicated above, the aim of many London Biodiversity Partnership communications will be to ‘raise awareness’ or ‘increase understanding’ of biodiversity. In order to evaluate the success of our communications, however, a more specific, focussed approach is needed. This is provided by setting both long and short-term communications objectives.

Communications objectives should directly reflect the Partnership’s priorities and the Action Plan aims. Like road signs, they should provide direction to point the way ahead, as well as an agreed destination, to indicate when we have actually arrived. Communications objectives should therefore include (or be attached to) targets – quantitative and qualitative ‘milestones’ that must be reached.

Communications objectives, where possible, should be SMART:

Specific (the objective should specify precisely what we are trying to do);

Measurable (so we can tell exactly how well we have done);

Achievable (so we can tell we are progressing on the way to achieving our aim);

Realistic (ambition is fine, but we must be practical and have some hope of success);

Time-tabled (so we know when work is going to be done).

SMART objectives outline what we want to accomplish, how we are going to do it and when it’s going to be done.

The Communications Topic Group has established the following key messages for the London Biodiversity Partnership:

1. London is home to a rich diversity of plants and animals;
2. Biodiversity makes London a better place to live and work;
3. We can all help protect and care for biodiversity in London.

These messages should be included in all London Biodiversity Partnership communications to external audiences – the ‘outside world’. The language used to deliver them, and any other additional messages, will have to be tailored to suit different audiences – ‘planner speak’ will not be understood by young children, for example. Where possible, the language used should be clear and simple, free from jargon and acronyms.

Attempts should be made to define target audiences for communication. This will help to focus communications effort and aid evaluation. The target audience must be specific – ‘All Londoners’ may be the ultimate goal for your communication, but is too vague a target for communications planning.

Target audiences should also be prioritised. Apart from ensuring the most efficient use of communications effort, this will also indicate which language style would be the most appropriate for your messages. Avoid the trap of making ‘one style suits all’ communications (unless you are planning mass communications, such as press releases for general consumption via the media), as they will probably be too generalised or simplistic to suit your priority audience as a result.

The following list is not exhaustive. It is intended that it should serve as an aid to producing your own, specific, ‘communications checklist’.

Local Residents Associations
‘Friends Of’ groups
Local Agenda 21 groups/Officers
Religious Groups/Leaders
Ethnic Minority groups
Woman’s Institute groups
Local Chambers of Commerce
Volunteer Agencies

Families
Retired people
Unemployed people

Allotment Holders
Gardeners – professional, amateur
Birdwatchers
Botanists
Cyclist groups
Railway Enthusiasts
Local History Societies

Government Agencies/Bodies
Greater London Authority
Architects – built and landscape
Planners
Developers
Builders
Businesses
Local Authorities

Tourist Board and Associations
Riverboat/Bus Tour Agents
The Royal Parks
Existing Visitor Attractions, eg The Dome, London Eye, Tower of London etc

Local Authority Education Inspectors/Advisors
Teachers – Primary Schools, Secondary Schools
Children – Primary Schools, Secondary Schools
Lecturers – Universities/Colleges
Students – Universities/Colleges
Playgroups – staff and children
Museum Services

After Schools Clubs
Youth Centres
Youth Groups – Guides, Scouts, WATCH, Young Ornithologist Club etc
Students Unions
Museum Services

London Environmental Education Forum
Thames Education Network
Black Environment Network
London Wildlife Trust
RSPB
Wildfowl and Wetlands Trust
Learning Through Landscapes
Friends of the Earth
British Trust for Conservation Volunteers

Reporters
Presenters
Journalists
Editors
Newspapers, Magazines, Radio, Television, Internet
Advertising Agencies – billboards, sides of buses/taxis/bus stops, etc

Aquaria
City Farms
Botanical Gardens
London Parks
Zoos
Nature Reserves/Visitor Centres

Art Galleries
Flower Shows
‘Ideal Homes’ – type Exhibitions
Garden Centres/Garden sections of DIY and Home stores
Healthfood/wholefood outlets/restaurants, etc
Libraries
Museums
Stately Grounds/Public Gardens/London Squares Associations
Other Tourism Centres eg. Wetland Centre

Any business that uses images of biodiversity as a logo
Companies that appear to be greening their image
Advertising companies
Media – gardening magazines/pages/columns/programmes, Architects/Planners magazines, Press, Radio, Television, Internet
Wholefood/Organic/Vegetarian restaurants & chefs

If you don’t know who they are – ask the Communications Working Group!

brentford heron © James Farrell

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