[GB20 Nodes Courses]

[Building GBIF Nodes III: Strategically positioning your Node]

[Dr. Liam Lysaght][Centre Director]Global Biodiversity Information Facility (GBIF)

[4th October 2013]

Structure of module

Successful strategic positioning of you Node depends on:

1. Understanding the International relevance of GBIF’s role and network

2. Understanding opportunities for gaining national relevance

3. Understanding how to communicate the desired public image

4. Availing of opportunities for improving profile using media

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)

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

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

2. Understanding opportunities for gaining national relevance

• 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)

Service provision by Nodes can improve their relevance at the national level. The services provided could include:

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

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.

Consider what ‘messages’ to communicate by the different aspect of work of Node

• Website • Data portal• Reports • Newsletters• Projects• Events• Other ‘products’

Examples

4. Using the Media

Available media

• Social media - Facebook, YouTube,  • Email and electronic newsletters

• Newspapers and periodicals

• Radio

• Television

Engage directly with audience‘Lightweight’ news & audience Visual component is importantNeeds to be constantly updated

Cheap and effective way to broadcast videoContent can range from serious to trivialVery effective communication toolCan be technically demanding

Short messages of max 140 charactersDrive traffic to website

Social media

Electronic newsletters

Resources already exist:• Gits Newsletter http://www.gbif.org/communications/resources/newsletters/

• Monthly information updates http://www.gbif.org/communications/resources/monthly-statistics/

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)

Examples of video:

• Ireland’s Biodiversity in 2010 – promotional video http://www.youtube.com/watch?v=5DIdgtvVOIg

• Ireland’s BioBlitz http://www.youtube.com/watch?v=xT7h_-aLfsw

• Ireland’s Biodiversity 2010 http://www.youtube.com/watch?v=5DIdgtvVOIg