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FAO’S APPROACH TO STRATEGIC COMMUNICATIONS

George Kourous, Office of Communications (OCC)

RNE regional communications workshop, Ain El Sokhna, Egypt (10-12 June, 2024)

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Roadmap:�What I am going to talk about

Why communications is at the heart of FAO’s mission and work
The 2 main categories of communication FAO engages in, and their target audiences
How FAO’s strategic objectives determine and drive our communications objectives
How we want to use the Four Betters as a communications lens, not as mere buzzwords
Global FAO communications objectives resulting from an OCC-led study
The answers to 3 critical questions that can help us communicate with purpose and impact
7 core strategies that we use in our global communications work
3 key principles to follow to execute that strategy, and some key tools that can help us do that
Tomorrow: Follow up with a hands on session aimed at developing context-appropriate communications strategies.

In this presentation, we will discuss why communication is essential to FAO's mission and work. We will explore the two main categories of communication and their target audiences, and how FAO's mission drives our communication objectives. We will also discuss global FAO communication objectives, how to communicate with purpose and impact, and the core strategies and principles for effective communication. A follow-up session will be held to develop practical communication strategies.��Original Content:�· Why communications is at the very heart of FAO’s overall mission and work�· The two main categories of communication FAO engages in, and their target audiences�· How FAO’s mission, its “business objectives,” determine and drive our communications objectives -- specifically, the FAO Strategic Framework and the Four Betters�· How we want to use the Four Betters as a communications lens, not as mere buzzwords�· Global FAO communications objectives resulting from an OCC-led study of FAO’s global communications work�· The answers to three critical questions that can help us communicate with purpose and impact�· Seven core strategies that we want to use in our communications work�· Three key principles that we must follow to execute that strategy effectively, and some key tools that are available to us to help us do that�· Tomorrow: Follow up with a more hands on session aimed at developing workable communications strategies.�

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Poll

How many of you know with confidence where you can find information about FAO’s global communication strategy?

In this presentation, we will discuss why communication is essential to FAO's mission and work. We will explore the two main categories of communication and their target audiences, and how FAO's mission drives our communication objectives. We will also discuss global FAO communication objectives, how to communicate with purpose and impact, and the core strategies and principles for effective communication. A follow-up session will be held to develop practical communication strategies.��Original Content:�· Why communications is at the very heart of FAO’s overall mission and work�· The two main categories of communication FAO engages in, and their target audiences�· How FAO’s mission, its “business objectives,” determine and drive our communications objectives -- specifically, the FAO Strategic Framework and the Four Betters�· How we want to use the Four Betters as a communications lens, not as mere buzzwords�· Global FAO communications objectives resulting from an OCC-led study of FAO’s global communications work�· The answers to three critical questions that can help us communicate with purpose and impact�· Seven core strategies that we want to use in our communications work�· Three key principles that we must follow to execute that strategy effectively, and some key tools that are available to us to help us do that�· Tomorrow: Follow up with a more hands on session aimed at developing workable communications strategies.�

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A fundamental premise: Effective communication is central to FAO’s mandate

“

1. The Organization shall collect, analyze, interpret and disseminate information relating to nutrition, food and agriculture.

2. The Organization shall promote and, where appropriate, shall recommend national and international action with respect to:

a) scientific, technological, social and economic research relating to nutrition,� food and agriculture;

b) the improvement of education and administration relating to nutrition, food� and agriculture, and the spread of public knowledge of nutritional and� agricultural science and practice.

FAO Constitution: Article I, paragraphs 1-2

In 2018, an audit of FAO global communications found that many country offices lacked a communications strategy or plan, had insufficient monitoring of communication activities, and faced difficulty in recruiting and retaining quality communication specialists. Additionally, there were insufficient resources for project and corporate communication, and expectations from external stakeholders to advocate more proactively on policy-related dialogue and the Sustainable Development Goals.��Original Content:�A 2018 audit of FAO global communications conducted by the FAO Office of the Inspector General found that, inter alia, many country offices (COs).�· lacked a communications strategy or plan with weaknesses including stakeholder analysis and support to Resource Mobilization;�· lacked sufficient monitoring of communication activities at the country level;�· suffered from a difficulty in recruiting and retaining quality national communication specialists;�· possessed insufficient resources to undertake both adequate project and corporate communication and advocacy requirements;�· faced expectations from external stakeholders to advocate more proactively on policy-related dialogue and the Sustainable Development Goals (SDGs);�

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Two key categories of FAO communication, and their target audiences

Technical communications, targeting various specialist stakeholders

General or nonspecialist communications, targeting nonspecialist audiences

FAO's approach to strategic communications includes stressing its unique selling points, leveraging its credibility, incorporating solutions storytelling, placing people front and center, taking a cross-platform approach, generating highly visual multimedia content, and leveraging its global footprint and communications network.��Original Content:�· We talked at the start briefly about FAO’s target audiences.�· I won’t talk to you about tailoring messages to specific audiences to identify the best tactics to get messages to them in ways that will stick – you are professional communicators and understand these and the other elements that should be part of a communications strategy and workplan.�· But I do want to focus on 7 key elements of the FAO approach to strategic communications. These are:�o The importance of stressing FAO’s unique selling points and value added to build our credibility and position FAO as a source of solutions and a partner of choice.�o We want to leverage FAO’s credibility to earn coverage by mainstream news media organizations, thereby reaching multiple target audiences.�o We want to incorporate a strong dose of solutions storytelling into our communications, grounded in the notion that FAO possesses unique knowledge and data that can lead to actionable solutions that improve the lives of real people.�o We want to place people front and center as protagonists – showing, not telling, how FAO’s work translates into human progress in a variety of ways�o We want to always take a cross-platform approach, using trunk stories to generate core narratives that can be shared out in multi-format derivative products, spanning media and different platforms.�o That includes generating highly visual multimedia content that adheres to a high standard of quality and presents a strong, unified brand identity�o Finally, we must leverage our global footprint and leverage FAO’s vast communications network to share our story -- and also tap into the broader UN system communications network to amplify our reach.�

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FAO’s vision, objectives, and strategic approach:�The key to our communications effort

The FAO Constitution
The FAO Strategic Framework, 2022-2031
The Director General’s Medium-Term Plan, 2022-2025
FAO’s Program of Work and Budget, 2022-2025
Country Programming Frameworks

FAO's technical information is of interest and value to specialist audiences such as FAO Members, government policy makers, technical counterparts and certain agrifood system actors.��Original Content:�Broadly speaking, technical information represents a distillation of FAO knowledge, data and analysis that is specifically of interest and value to specialist audiences:�· FAO Members and Permanent Representatives to FAO;�· Government policy- and decision-makers: officials who determine policy and levels of funding in the areas of food, agriculture (all sectors), food systems, rural development, etc.�· Government counterparts: professionals in government ministries or donor agencies whose briefs overlap with FAO’s mandate in areas such as agriculture, forestry, fisheries, rural development and the environment.�· FAO employees�· Technical counterparts: scientists, researchers, economists, policy analysts and other experts working in fields related to FAO’s mandate (includes specialized research and policy institutes, technical think tanks.)�· Certain agrifood system actors (farmers and producers, food processors and marketers, veterinarians, food safety inspectors, agricultural extension agents, etc.)�

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Room for improvement:�2018 audit & the OCC study of FAO global communications�

Key findings of OIG audit – FAO country offices:

Lacked a communications strategy or plan with weaknesses including stakeholder analysis and support to resource mobilization
Lacked sufficient monitoring of communication activities at the country level
Suffered from a difficulty in recruiting and retaining quality national communication specialists
Possessed insufficient resources to undertake both adequate project and corporate communication and advocacy requirements
Faced expectations from external stakeholders to advocate more proactively on policy-related dialogue and the Sustainable Development Goals (SDGs)

In this presentation, we will discuss why communication is essential to FAO's mission and work. We will explore the two main categories of communication and their target audiences, and how FAO's mission drives our communication objectives. We will also discuss global FAO communication objectives, how to communicate with purpose and impact, and the core strategies and principles for effective communication. A follow-up session will be held to develop practical communication strategies.��Original Content:�· Why communications is at the very heart of FAO’s overall mission and work�· The two main categories of communication FAO engages in, and their target audiences�· How FAO’s mission, its “business objectives,” determine and drive our communications objectives -- specifically, the FAO Strategic Framework and the Four Betters�· How we want to use the Four Betters as a communications lens, not as mere buzzwords�· Global FAO communications objectives resulting from an OCC-led study of FAO’s global communications work�· The answers to three critical questions that can help us communicate with purpose and impact�· Seven core strategies that we want to use in our communications work�· Three key principles that we must follow to execute that strategy effectively, and some key tools that are available to us to help us do that�· Tomorrow: Follow up with a more hands on session aimed at developing workable communications strategies.�

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Key OCC recommendations

Tell more stories from the field highlighting FAO's presence on the ground and its comparative advantages in transforming agrifood systems
Bolster communications capacity and resources in decentralized offices, including providing predictable funding for Country Offices to maintain quality communications
Invest more in media outreach to fulfil demand for agrifood systems news stories, dedicating resources to media pitching and empowering more FAO spokespersons.
Increase funds for decentralized offices’ World Food Day activities
Win support from UN Resident Coordinators and UN country communications groups for content relating to FAO's mandate
Employ a partnerships approach to cost-effectively boost FAO advocacy and visibility

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FAO global objectives for communications

Increase understanding and raise visibility of FAO’s mandate, role and impact
Demonstrate national and regional leadership on transformation of agrifood systems
Position FAO as a strategic partner of choice (with gov’t, resource partners, implementing partners)
Support resource mobilization

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Better Production�Ensure sustainable consumption and production patterns, through efficient and inclusive food and agriculture supply chains, ensuring resilient and sustainable agrifood systems in a changing climate and environment.

Better Nutrition:�End hunger, achieve food security and improved nutrition in all its forms, including promoting nutritious food and increasing access to healthy diets

Better Environment�Protect, restore and promote sustainable use of terrestrial and marine ecosystems and combat climate change through more efficient, inclusive, resilient and sustainable agrifood systems

Better Life:�Promote inclusive economic growth by reducing inequalities.

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Show me,�don’t tell me.

Making the four betters work for impactful communications

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Poll

Which better is your favorite?

Can you explain why in 30 seconds or less?

In this presentation, we will discuss why communication is essential to FAO's mission and work. We will explore the two main categories of communication and their target audiences, and how FAO's mission drives our communication objectives. We will also discuss global FAO communication objectives, how to communicate with purpose and impact, and the core strategies and principles for effective communication. A follow-up session will be held to develop practical communication strategies.��Original Content:�· Why communications is at the very heart of FAO’s overall mission and work�· The two main categories of communication FAO engages in, and their target audiences�· How FAO’s mission, its “business objectives,” determine and drive our communications objectives -- specifically, the FAO Strategic Framework and the Four Betters�· How we want to use the Four Betters as a communications lens, not as mere buzzwords�· Global FAO communications objectives resulting from an OCC-led study of FAO’s global communications work�· The answers to three critical questions that can help us communicate with purpose and impact�· Seven core strategies that we want to use in our communications work�· Three key principles that we must follow to execute that strategy effectively, and some key tools that are available to us to help us do that�· Tomorrow: Follow up with a more hands on session aimed at developing workable communications strategies.�

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Three questions�FAO communications should answer

1. What is the problem we are working to address?

2. Why should anybody care about the problem?

3. What are the solutions that FAO is putting on the table?

In 2018, an audit of FAO global communications found that many country offices lacked a communications strategy or plan, had insufficient monitoring of communication activities, and faced difficulty in recruiting and retaining quality communication specialists. Additionally, there were insufficient resources for project and corporate communication, and expectations from external stakeholders to advocate more proactively on policy-related dialogue and the Sustainable Development Goals.��Original Content:�A 2018 audit of FAO global communications conducted by the FAO Office of the Inspector General found that, inter alia, many country offices (COs).�· lacked a communications strategy or plan with weaknesses including stakeholder analysis and support to Resource Mobilization;�· lacked sufficient monitoring of communication activities at the country level;�· suffered from a difficulty in recruiting and retaining quality national communication specialists;�· possessed insufficient resources to undertake both adequate project and corporate communication and advocacy requirements;�· faced expectations from external stakeholders to advocate more proactively on policy-related dialogue and the Sustainable Development Goals (SDGs);�

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Key strategies in FAO communications

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7 key strategies driving FAO communications

Stressing FAO’s unique selling points and value added to build our credibility and position FAO as a source of solutions and a partner of choice.

Leveraging FAO’s credibility to earn coverage by mainstream news media organizations, thereby reaching multiple target audiences.

Incorporating a strong dose of solutions storytelling into our communications, grounded in the notion that FAO possesses unique knowledge / data that can lead to actionable solutions to improve the lives of real people.

Positioning people front and center as protagonists – showing, not telling, how FAO’s work translates into human progress in a variety of ways.

Always taking a cross-platform approach, using trunk stories to generate core narratives that can be shared out in multi-format derivative products, spanning media and different platforms.

That includes generating highly visual multimedia content that adheres to a high standard of quality and technical accuracy, and that presents a strong, unified brand identity.

Leveraging our global footprint and FAO’s vast communications network to widely share our story – and also tapping in to the broader UN system communications network to amplify our reach.

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The 3 core principles�of FAO’s global communications effort

1. FAO communicates different types of content to different types of audiences.

2. Communications in FAO is therefore by necessity a shared responsibility, involving everyone in the Organization, although roles and responsibilities may differ.

3. We must act as one and speak as one – in a multilingual, multicultural, localised manner, via a “One FAO” approach.

In 2018, an audit of FAO global communications found that many country offices lacked a communications strategy or plan, had insufficient monitoring of communication activities, and faced difficulty in recruiting and retaining quality communication specialists. Additionally, there were insufficient resources for project and corporate communication, and expectations from external stakeholders to advocate more proactively on policy-related dialogue and the Sustainable Development Goals.��Original Content:�A 2018 audit of FAO global communications conducted by the FAO Office of the Inspector General found that, inter alia, many country offices (COs).�· lacked a communications strategy or plan with weaknesses including stakeholder analysis and support to Resource Mobilization;�· lacked sufficient monitoring of communication activities at the country level;�· suffered from a difficulty in recruiting and retaining quality national communication specialists;�· possessed insufficient resources to undertake both adequate project and corporate communication and advocacy requirements;�· faced expectations from external stakeholders to advocate more proactively on policy-related dialogue and the Sustainable Development Goals (SDGs);�

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Key tools and approaches

Country office communications plans
Active participation in UN country communications groups
Share information and consult and coordinate with your regional communications networks and your regional communications officer
Plug into to the FAO global communications network to amplify your reach
Use planning tools like OCC planning calendar and social media calendar and the UN’s DGC planning grids
Prioritize
Leverage the annual World Food Day campaign and other FAO-led international days to create high-impact moments to shine at country level
Resource communications

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Poll

How many of you have country communications plans in place?

How many of you�do not?

In this presentation, we will discuss why communication is essential to FAO's mission and work. We will explore the two main categories of communication and their target audiences, and how FAO's mission drives our communication objectives. We will also discuss global FAO communication objectives, how to communicate with purpose and impact, and the core strategies and principles for effective communication. A follow-up session will be held to develop practical communication strategies.��Original Content:�· Why communications is at the very heart of FAO’s overall mission and work�· The two main categories of communication FAO engages in, and their target audiences�· How FAO’s mission, its “business objectives,” determine and drive our communications objectives -- specifically, the FAO Strategic Framework and the Four Betters�· How we want to use the Four Betters as a communications lens, not as mere buzzwords�· Global FAO communications objectives resulting from an OCC-led study of FAO’s global communications work�· The answers to three critical questions that can help us communicate with purpose and impact�· Seven core strategies that we want to use in our communications work�· Three key principles that we must follow to execute that strategy effectively, and some key tools that are available to us to help us do that�· Tomorrow: Follow up with a more hands on session aimed at developing workable communications strategies.�

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Final�poll

Do you now have a better sense of FAO’s communication strategy?�

Yes.

Somewhat.

No.

In this presentation, we will discuss why communication is essential to FAO's mission and work. We will explore the two main categories of communication and their target audiences, and how FAO's mission drives our communication objectives. We will also discuss global FAO communication objectives, how to communicate with purpose and impact, and the core strategies and principles for effective communication. A follow-up session will be held to develop practical communication strategies.��Original Content:�· Why communications is at the very heart of FAO’s overall mission and work�· The two main categories of communication FAO engages in, and their target audiences�· How FAO’s mission, its “business objectives,” determine and drive our communications objectives -- specifically, the FAO Strategic Framework and the Four Betters�· How we want to use the Four Betters as a communications lens, not as mere buzzwords�· Global FAO communications objectives resulting from an OCC-led study of FAO’s global communications work�· The answers to three critical questions that can help us communicate with purpose and impact�· Seven core strategies that we want to use in our communications work�· Three key principles that we must follow to execute that strategy effectively, and some key tools that are available to us to help us do that�· Tomorrow: Follow up with a more hands on session aimed at developing workable communications strategies.�

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Merci

شكرًا لك

Thank you

QUESTIONS?

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ANNEX I: Useful resources

intranet.fao.org/departments/occ/

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Starting out in FAO comms

The OCC intranet site: Your go-to resource�(all resources below can be found there; check all sections carefully, OCC teams have been updated recently)
Checklist for new FAO communicators

FAO’s strategic framework

Key DGBs and ACs

AC2024/10: Web Policy
AC2024/07: Categorization of FAO Publications
DGB2023/15: FAO's corporate identity and the One FAO approach for publications and communications
DGB2021/34: Corporate governance for FAO publications
AC2023/07: FAO Policy on Intellectual Property Rights
AC2022/11: FAO's participation in events: co-organization, (co-)sponsorship, patronage and other forms of involvement
DGB2014/46: FAO’s corporate identity

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OCC guidance & strategy notes

The FAO logo and visual identity

FAO Logo Policy and Guidelines
The new Global Goals Visual Identity Guidelines (does not replace FAO logo)
FAO Brand Management page (on main FAO intranet, under « About FAO »)

Useful references

FAOSTYLE: Arabic | Chinese | English | French | Russian | Spanish
FAO Terminology
UN map standards

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Resources for country offices

Social media (OCCI)

FAO Social Media policy
FAO Social Media Branding Guidelines �(includes adaptable Canva templates)
Check the OCCI intranet site – recently updated; offers more useful and practical information.

Video (OCCI)

FAO video production guidelines
YouTube upload request form

Photography (OCCI)

Quick guide: FAO photagrapy
OCC Guidelines for professional photographic services
Subject release form (under revision, multiple languages available)

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The FAO digital media hub (OCCI)

The hub
Presentation about the DMH
Explainer video
Recording of training session

Audio (OCCI)

Web (OCCI)

Homepage stories (OCCM)

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Publishing & PWS

OCCP intranet page (dig deep, lots of information)
“Publishing at FAO” – new online hub for publishing
OCCP Intranet page on PWS
New publications taxonomy guidelines (webinar & presentation)
Authorship and plagiarism guidelines
Publications graphic design guidelines
OCCP publishing clinics: Get answers to your questions in real time

OCCP organizes Publishing Clinics are on the last Wednesday of every month at 09.30 UTC+1 and 15.30 UTC+1 to answer questions any staff may have about PWS, FDR, FAOSTYLE and other OCCP guidelines.

Teams meeting ID: 341 237 966 907 / Passcode: 4kk2LY.

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More about campaigns

World Food Day

World Food Day website (includes communications toolkit
Newsletter (sign up for regular updates, comms material, etc.)
Hashtag: #WorldFoodDay
World Food Day 2024 campaign material on the FAO Digital Media Hub

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