World Parks Congress Communication Strategy 08.2013

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Communications Strategy
Contents
1. Introduction...........................................................................................................................................2
2. Purpose and principles .........................................................................................................................2
3. Communication aim..............................................................................................................................3
4. Communications Objectives .................................................................................................................3
5. Target Audiences .................................................................................................................................3
6. Key Messages......................................................................................................................................5
7. Delivery Channels and Brand ...............................................................................................................9
8. Timeline..............................................................................................................................................10
9. Roles and Responsibilities..................................................................................................................11
10. Monitoring and Evaluation ................................................................................................................12
11. Resourcing and Budget ....................................................................................................................15
Annex A: General Messages..................................................................................................................16
Annex B: Related Documents.................................................................................................................22
Annex C: Communications Key Contacts ...............................................................................................23
Annex D: Issues Management................................................................................................................24
Annex E: Communication Governance...................................................................................................25

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Communications strategy
1. Introduction
The IUCN World Parks Congress (WPC) will be held in Sydney, Australia, from 12-19 November 2014. The theme
of the WPC is “Parks, People, Planet: Inspiring Solutions” and will be delivered in partnership by IUCN, Parks
Australia and NSW National Parks and Wildlife Service (NPWS). This once in ten year, landmark event is
underpinned by a strategic direction to achieve new committed action based on recognising that protected areas
offer inspiring solutions for global challenges. The WPC will:
Position protected areas within goals of economic and community wellbeing;
Strengthen policy and action commitments for protected areas;
Foster the equitable governance of parks and protected areas;
Explore and promote parks and protected areas as inspiring solutions to global challenges; and
Demonstrate how this can be achieved through compelling evidence and action.
The WPC aims to achieve the following outcomes:
Communicate the most compelling and inspiring solutions to global challenges;
Position protected areas in the post-2015 sustainable development agenda; and
Reach new commitments and capacity across conservation, development and business sectors for
implementation.
2. Purpose and principles
The WPC will be a ground-breaking and innovative event that aims to shift global thinking on protected areas. To
achieve this ambitious outcome, a comprehensive and inspiring communication campaign is required to engage a
diverse target market. This Communications Strategy is positioned to help deliver on the strategic requirements
of the WPC, by providing a framework that will promote the WPC as an unmissbale event, convince a diverse
target market that their presence is crucial and engage all audiences in a positive, inspiring and solutions based
agenda that will deliver benefits to all.
This communication strategy will define the suite of key messages and communications approaches that will
support the achievement of the WPC outcomes, and will ensure that:
messages are coordinated and consistent at the global and country level;
communications will be honest, factual and easily understood, to assist translation;
foundations are established on which additional communications activities can be built;
a clear framework is provided for communications issues response.

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3. Communication aim
The aim of this strategy is to inspire global action to support protected areas leading up to, during and post the
World Parks Congress.
4. Communications Objectives
1. To raise the profile of the IUCN World Parks Congress 2014 as the premier international gathering on
protected areas.
2. To inspire and involve the protected area sector to adopt new approaches to conservation challenges.
3. To invite collaboration from beyond the protected area sector to develop solutions for conservation and
development.
4. To inspire and involve the next generation of society’s youth and business leaders to engage with protected
area issues.
5. Target Audiences
The audience base is vast and widely dispersed and has been segmented into three target audiences- engaged,
growing and potential (see attached table for more detail). These groups are differentiated by:
their existing level of awareness and understanding of protected areas and their role in responding to current
global development challenges;
their awareness and understanding of the Congress and its purpose;
their ability to affect change;
the motivations and/or barriers to accepting the information, and;
the channels of communication.

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1. Engaged Audience Who they are
Currently engaged stakeholders, with strong interest and understanding of
protected areas, the Congress and its objectives, that:
- have the ability to affect practice on the ground.
- desire active engagement and meaningful contribution.
- can be reached through existing networks and channels.
The IUCN network
Environment and conservation organisations
Philanthropic foundations (environment focus)
Parks and Protected Areas (including Indigenous people)
Major international and regional environmental agreements and conventions
Science and academia
National and sub-national governments (environment sector)
Youth and young professionals in this sector
2. Potential Audience Who they are
Representative sectors with limited engagement and understanding of the
Congress and its objectives, that:
- have the ability to affect and enable institutional and policy
environments.
- have a peripheral awareness of protected area issues and
opportunities, with limited motivation based on need.
- may be reached through strategically targeted communications
channels, with a focus on benefits and establishing relationships to
shift perceptions.
Agriculture, forestry, fisheries and water
Banking, finance and insurance
Aid and development
Health
Travel, leisure and tourism
Extractive industry
National and sub-national governments (health, agriculture, foreign affairs)
Communities, including Indigenous people and communities
Philanthropic foundations (focus beyond protected areas)
3. Growing Audience Who they are
A young audience with limited to no awareness of protected areas, the
Congress and its objectives, that:
- have a deferred ability to affect change, either on the ground or within
the policy environment within ten years.
- are driven by a desire to advance their professional and personal lives.
- are open to new ideas, opinions and self development.
- may be reached, following an initial introduction, through an on-line or
social media presence.
Youth
Schools, universities and TAFEs (Technical and Further Education institutions)
Students and Student organisations in schools, universities and TAFEs
Education institutions (galleries and museums)
Environmental education programs and organisations
Youth ambassador programs and young volunteer organisations
Scientists and academics
National and sub-national governments (education)

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6. Key Messages
The following table outlines the key messages required to achieve the communications objectives of this strategy. Key messages have been mapped to the target audience
and framed by specific questions that focus on what each audience needs to know. Note that these key messages provide the essence of what the WPC needs to
communicate and therefore are a guide only. Each communication activity will need to take this essence and craft additional messages targeted to specific stakeholders
(i.e. messages to mining companies will differ to those for health organisations). Additional general messages and Congress related facts are located at Annex A.
Objective 1: Raise the profile of the IUCN World Parks Congress 2014 as the premier international gathering on protected area management
Issue Existing audience Potential audience Growing audience
What is the
WPC?
The IUCN World Parks Congress Sydney 2014 will be the global hub of knowledge and innovation in protected area conservation.
This once in ten year event will set the agenda for protected areas for the decade to come.
Why is the WPC
significant?
Protected areas are places for inspiration and wonder, offering hope for the future, and high quality of life for all people.
This WPC is taking an innovative approach to addressing global challenges by improving collaboration between the protected area, social and
economic sectors.
Why is this
Congress
different?
This WPC will be working towards a new paradigm for protected areas by positioning them within broader and economic and social goals.
This WPC aims to mainstream protected areas into the development agenda through changes in policy and practice.
The WPC actively encourages people from outside protected areas to share their opinions and ideas – we genuinely want to know what they think.
Objective 2: Invite the protected area sector to explore and share solutions to the challenges they face
Issue Existing audience
The invitation Your expertise and inspiration are needed to improve protected area management.
Why do I need
to be involved?
The diversity and quality of protected area governance and management depends on significant enhancement of knowledge, capacity and
effectiveness.
Threats to protected area systems posed by trade, development and illegal activities require a concerted global and regional approach.
What is in it for
me?
Identify and communicate inspiring solutions - proven approaches to improve protected area governance and management.
Discover, create and develop inspiring new approaches for protected area governance and management.
Network and participate in technical learning. Return home with new ideas and solutions to address your own challenges.
How can I
justify the
‘value for
money’?
The WPC will be addressing some of the world’s most pressing challenges that are relevant to you, including biodiversity loss, climate change, health
and disaster risk management.
As a delegate, you will have the opportunity to influence the long term outcomes of the Congress so they take into account your experiences and goals
You can address your conservation challenges by engaging in new conversations with new partners and applying the lessons learnt.

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Objective 3: Invite collaboration from beyond the protected area sector to develop solutions that deliver benefits for all
The invitation Find solutions to today’s most pressing
environmental and sustainable
development challenges, such as climate
change, poverty, disaster risk reduction,
food and water shortages.
Meet and network with a diverse range of people
from conservation and business sectors.
What’s in it for
me?
Spend time with stakeholders from ‘the other
side of the fence’, hear their perspectives and
their views on common challenges.
Protected areas can make a powerful and
cost-effective contribution to addressing
some of the key development challenges
faced by the planet, including climate
change, water and food security, disaster
risk reduction and human health and well-
being.
Move beyond corporate social
responsibility and see how collaboration
can benefit your business.
The environment is big business. Learn to
survive in an environmentally conscious
world by learning to speak an
‘environmental language’.
Influence the outcomes of the next ten
years of protected area policy by
representing your region.
Be at the cutting edge of new policy
development for addressing conservation and
development challenges.
Influence the outcome of the next 10 years of
protected area policy and practice by being part
of the conversation.

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Why should we
collaborate?
We can’t do this alone. We need support
from all sectors to help achieve our goals.
Win-win solutions for conservation and
development are possible when we
communicate with and involve other
development sectors.
Mainstreaming of biodiversity and protected
areas in development is an opportunity, and
not a threat for protected areas.
Investment in protected area systems and
institutions is cost-effective and has a high
return for governments, development
sectors and human well-being.
Win-win solutions for conservation and
development are possible.
Incorporate protected areas into the way
you respond to today’s most pressing
environmental and sustainable
Engage in constructive debate and
commit to enduring partnerships to
achieve these goals.
Protected areas can lead the way to a new
appreciation of nature as a foundation for a
sustainable future, and a new relationship
between people and the environment.
How can I
justify the
‘value for
money’?
Your participation will improve regional
responses to your challenges.

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Objective 4: Inspire and involve the next generation of societies leaders to engage with protected area issues
The invitation Get involved in the discussion on protected
areas to create a better future for you and for
the planet.
What is in it for
me?
Protected areas can unlock opportunities for
skills development, employment,
entrepreneurship or leadership.
Protected areas are opportunities to involve
people marginalised from nature by lifestyle,
lack of opportunity, poverty or imbalances of
power, wealth or access.
A new generation of protected area managers
will embrace development challenges while
conserving biodiversity and ecosystem
services.
How can I make
a difference?
You can help inspire the next generation of
protected area managers.
Mobilize involvement in protected areas for
quality of life and a sustainable future.
Celebrate the beauty and inspiration of
nature for life, art and culture.
Ask questions, brainstorm solutions, and get
involved
How can I
justify the
‘value for
money’?
Can access an audience that your sector does
not already interact with? Take lessons learnt
back to own business. Personal development
opportunity.

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7. Delivery Channels and Brand
Delivery channels
Information will flow through a variety of delivery channels (some existing and others to be developed
during the life of this strategy) to serve the needs of specific audiences. The cost of producing and
servicing these tools will be allocated and agreed to by each agency, according to their function. Note
that a separate social media strategy will be developed to supplement this communication strategy
(refer to Annex B).
Key communication channels are outlined in the box below. Use of these channels for communication
actions will be split by international and national activities. IUCN will have ownership of developing all
communication materials aimed at the international audience while Parks Australian and NPWS will be
responsible for national communications (see Annex E). The Communications Working Group will
provide the forum within which to share updates on communications activities of the respective
agencies.
Media-print, radio, TV and video
Press releases, statements and advisories
targeted to sector specific media.
Opinion editorials.
Features in traditional news outlets
(newspaper, magazine).
Stills and video news releases (VNRs).
Media interviews (key note speakers,
champions and ambassadors).
Media kits.
Media centre and daily press briefing.
Online and Social Media
Websites- World Parks Congress, IUCN, GPAP.
IUCN Members Portal.
Newsletters (IUCN,WCPA and outside
stakeholders).
Social Media- Facebook, Twitter, You Tube,
Flickr, LinkedIn, Tumblr, Pinterest, Blog.
Publications
Brochures and factsheets.
Stream factsheets.
Books and reports.
Posters and banners.
The World Parks Congress brand
A key communication tool for the WPC is the brand. A brand identity, including a logo and guidelines
for use, has been developed and will apply to all WPC communications materials, including websites,
brochures, merchandise, banners, signage and presentations and other collateral. It is important that
the WPC brand be distinguished from partner brands in order to maximize exposure for the WPC.

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8. Timeline
Communications activities will support key announcements and milestones before, during and after
the Congress. A summary of the communications phases are below with more detailed information in
the Communication Action Plan (refer to Annex B).
PHASE PRIORITIES
Phase 1 – the Build Up
March 2013 – November 2013
Identify communications objectives, audiences, messages.
Produce communications materials.
Guide and oversee stream communications.
Launch WPC website.
Identify Global Ambassadors and Stream Champions to
promote the Congress.
Publicize the Congress at international events.
Phase 2 – The Push
November 2013 – June 2014
Launch social media campaign.
“Registrations open” announcements and publicity.
Organise “one year to the Congress” events, including at the
Asia Parks Congress to preview and inform WPC.
Proactive media liaison and briefings- media releases and
targeted approaches in international and local media.
Opinion editorials in target international media.
Features in in-flight magazines in the run up to the Congress.
Phase 3 – The Urgency
July 2014 – September 2014
Launch ambassador speaking tour.
Media coverage in international newspapers, magazines, on
websites, on television.
Ongoing dialogue online and on social media.
Targeted media releases at key milestones such as speakers
announced, ‘Save the date’ announcement / media advisory.
Phase 4 – Happening now
October 2014 – Up to Congress
(November 2014)
International coverage in identified key media outlets.
International media releases and interview opportunities.
Conference media kit.
Management of the media centre and daily press briefings
during the Congress.
Announcement of achievements and outcomes – Reactive
press statements.
News reporting: virtual conference blog, web, social media.
Phase 5 – Maintaining
momentum (Communicating
results)
From late November on
Communicate outcomes and achievements on web, social
media, and/or publication(s).
Analyse media coverage and online analytics and
Communication on how to stay involved.

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9. Roles and Responsibilities
IUCN, Parks Australia and NPWS will be responsible for delivering communications activities associated
with their function, targeted to specific audiences and in line with communications objectives. Refer
to Annex C (key contacts), Annex D (breakdown of responsibilities for issues response) and Annex E
(communication governance framework).
Organisation/Group Responsbilities
Communications
Working Group
(CWG)
Coordinate and overseeing the communications activities of the Congress
as a whole (including partners).
Develop resources for partners to facilitate consistency in key messages.
IUCN Oversee global communications.
Report to the CWG on stream communications.
Liaise with the stream leaders’ communication contact person.
Manage program stream web content.
Manage the global ambassador and champions.
Translate media and communications materials in the three official
languages (prior to and following the WPC).
Australia
Parks Australia and
NPWS
Oversee in-country communications, in-line with global communications.
Market and promote the WPC within Australia (including public festival).
Produce domestic web-content and event logistics (e.g. field trips).
Manage the WPC logo and brand guidelines.
Manage the Australian ambassador and champions.
Manage communication with internal and domestic partner agencies.
Australian Media
and Public Affairs
Manager
Report to Parks Australia and NPWS and chair the CWG
Work with IUCN on global communications activities.
Implement and monitor the communications strategy and activities.
Manage the International Media Centre during the Congress.
Professional
Conference
Organiser
Report to NPWS.
Manage event logistics, including on-site and media centre set up.
Create and manage the WPC website (content coordinated by NPWS).
Utilise translation services during the WPC.
Partners IUCN, Parks Australia and NPWS will work closely with partners to
strengthen communications reach a wider audience.
Global Ambassadors IUCN, Parks Australia and NPWS will engage Global Ambassadors and
Champions for the Congress (refer to Annex B).
Stream Leaders Implement communications activities for their stream.
Appoint a contact person to liaise with IUCN.
Minimize overlap and maximize cross promotional opportunities.

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10. Monitoring and Evaluation
Progress towards achievement of communications objectives will be monitored throughout the life of
this plan and evaluated post-Congress (see the table below). Monitoring and evaluation tools that
may be used are listed below. A monitoring and evaluation framework is provided in the following
table. Note that this is an indication only and additional work will be done in the lead up to the
Congress to finalise monitoring activities.
1. Research and data collection
Registration data including country of origin, area of interest occupation, age group
(demographics).
In-Congress information including satisfaction surveys of delegates during the WPC.
Optional (subject to funding): Commissioned research project to identify the communication
understandings and behaviours of the target audience before and after the WPC (with an option
to link to a legacy outcome).
2. Media monitoring
Media monitoring will be undertaken before, during and post the WPC, including from mainstream
media outlets and through Google Alerts.
3. Online and social media analytics
Tools such as SocialMention will be used to track social media coverage.
Ongoing website monitoring will determine website use and traffic.

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Objective 1: Raise the profile of the IUCN World Parks Congress 2014 as the premier international gathering on protected area management
Measure Method Responsibility
Number of delegates and public/visitors (including percentage of
IUCN member delegates).
Registration data NPWS/ Professional Conference Organiser
Regional representation of delegates. Registration data NPWS/ Professional Conference Organiser
Extent and placement of media coverage. Media monitoring IUCN, Parks Australia, NPWS
Website hits. Google analytics Social Media Officer
Social media usage. Social media analytics Social Media Officer
Target audience awareness and perceptions of the Congress and
its purpose.
Research project (benchmark and post-
Congress)
TBA- subject to funding/resources.
Number of participants in field trips Registration data NPWS/ Professional Conference Organiser
Number of participants in tours Tour company data Parks Australia (liaison with tour companies)
Objective 2: Invite the protected area sector to explore and share solutions to the challenges they face
Total number of delegates from the protected area sector. Registration data NPWS/ Professional Conference Organiser
Number of first-time delegates from the protected area sector. Registration data NPWS/ Professional Conference Organiser
Regional representation of delegates. Registration data NPWS/ Professional Conference Organiser
Number of streams and sessions led by the protected area
sector.
Congress program data IUCN

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Objective 3: Invite collaboration from beyond the protected area sector to develop solutions that deliver benefits for all
Number of first-time delegates from beyond the protected area
sector.
Registration data (TBC) NPWS/ Professional Conference Organiser
Sector representation of participants (including sectors other
than protected areas).
Registration data NPWS/ Professional Conference Organiser
Extent of social media engagement from sectors beyond
protected areas.
Online and social media analytics Social Media Officer
Objective 4: Inspire and involve the next generation of societies leaders to engage with protected area issues
Number of youth participants in Congress. Registration data NPWS/ Professional Conference Organiser
Youth involvement on social media. Social media analytics (by age group) Social Media Officer
Number of schools/educators engaged, and how. Measurement of Congress’ presence in
youth media publications and TV
coverage
Youth audience’s awareness and
perceptions
IUCN, Parks Australia, NPWS

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11. Resourcing and Budget
This is an indicative budget only, provided to assist with scoping communications activities. A more
refined version will be informed by the Action Plan.
Activity Responsibility Funds $AUD/CHF
Pre and Post Congress Communication
Logo design and branding guidelines NPWS A$30,000
WPC Website – design and updates (through
the Professional Conference Organiser)
PCO A$50,000
Social Media (creation of pages and response
to logistical matters)
PCO A$ TBC
Promotional Budget (to be fully scoped but to
include: “One Year Out” Events; promotional
gifts, promotional posters)
PCO A$220,000
Congress Event Communications
WPC Brochure/s (registration, printed pocket
program and fully indexed online program –
including website updates)
PCO A$150,000
Media Centre (including equipment) PCO A$70,000
Public Relations (including Media kits and
famils)
PCO A$150,000
Congress Highlights Video PCO A$20,000
Congress Photography PCO A$30,000
Event signage PCO A$75,000
Event Evaluation PCO A$2,000
Subject to Fundraising
Australian ambassador and champions PCO A$60,000
Advertising PCO A$25,000
Daily Congress Newspaper PCO A$50,000
Daily Reporting Service (IISD) IUCN A$25,000

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Annex A: General Messages
General Messages are divided into three categories: the event; the value of protected areas, and win-
win solutions and have been mapped to each stage of the timeline outlined above.
General Messages
The Event: General
The IUCN World Parks Congress (the Congress) is a landmark global forum on protected areas held
once every ten years.
The IUCN World Parks Congress will bring parks and protected area management together with
others sectors with an interest in the worlds natural resources to set the global agenda for the
following decade.
The sixth IUCN World Parks Congress will be held in Sydney, Australia from
12-19 November 2014 and expects to attract 3000 delegates from around 160 countries.
The theme, Parks, People, Planet: Inspiring Solutions recognises that well managed protected
areas benefit people and communities and provide solutions to pressing global environment and
The aim of the Congress is to position parks and protected areas firmly within broader goals of
community and economic wellbeing by demonstrating practical solutions; not just what to do but
how to do it.
The IUCN World Parks Congress will build on and help deliver IUCN’s global work programme:
valuing and conserving nature; effective and equitable governance of nature’s use; deploying
nature-based solutions to global challenges.
This landmark event is organised by the IUCN, through its Global Protected Areas Programme
(GPAP) and the World Commission on Protected Areas (WCPA), and hosted on behalf of Australia
by Parks Australia and the New South Wales National Parks and Wildlife Service, in the Office of
Environment and Heritage.
The Event: Program
The program will be composed of plenaries, workshops, special events, side meetings, parallel
events and a public festival. Capacity building workshops and field trips will take place before and
after the formal sitting dates of the Congress.
The program will be broken up into eight thematic program streams. Each stream represents a
body of work that requires further dialogue, negotiation, debate, and ultimately commitment to
action from its respective constituents.
Program streams have been chosen based on their alignment with, and ability to contribute to, the
IUCN’s Global Protected Areas Programme, and in consultation with members of the World
Commission on Protected Areas (WCPA) at the IUCN World Conservation Congress (WCC). The
program streams are:
1. Reaching Conservation Goals. This stream will demonstrate that a well-planned, managed and

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connected system of protected areas is an essential component to achieve conservation goals.
2. Responding to Climate Change. This stream will explore the changing needs of protected area
management as well as innovative ways that protected areas can help communities to mitigate
and adapt to climate change.
3. Improving Health and Well-being. This stream will be designed to encourage exchange of ideas,
build partnerships, review achievements and develop new alliances between diverse sectors on
the role of healthy ecosystems in protected areas for supporting human health and well-being.
4. Supporting human life. This stream will examine the socio-economic benefits of protected
areas through provision of water, food security, and services such as disaster risk reduction.
5. Reconciling development challenges. This stream will focus on the intersections and trade-offs
between protected areas and development goals and challenge national and local governments to
fully integrate protected areas into spatial planning and sectoral development plans.
6. Enhancing the diversity and quality of governance. This stream will examine the diversity and
quality of governance of the world’s protected areas, as well as governance practice in other areas
that are contributing to biodiversity conservation.
7. Respecting Indigenous and traditional knowledge and culture. This stream will engage
members of Indigenous and local communities, governments, non-governmental and international
organisations, and the private sector to collaborate in recognising the role of Indigenous peoples
and local communities in the management of protected areas, sacred natural sites, and
surrounding landscapes and seascapes.
8. Inspiring a new generation. This stream will focus on the challenges and opportunities of
“connecting people to nature” to ensure that future generations care about, and take the
necessary steps to conserve nature.
The Event: Pathway
The Congress takes a pathway approach to programming whereby work is conducted before,
during and after the event itself.
In the before stage, stream leaders will establish relationships with partners within and beyond
the protected area sector to form a constituency. Together, the constituency will share ideas,
identify common goals and debate options to build a solid and inspiring ‘package’ for presentation
at the Congress.
Following the Congress, stream leaders will remain active with their constituency.
The Event: Get involved
There are many ways to get involved in the IUCN World Parks Congress.
Register to receive updates through our website and subscribe to the World Commission on
Protected Areas Newsletter.
Submit your ideas for the program through the website.
Show off Australia’s rich cultural landscape by hosting a field trip as part of the social program.

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Applications open.............
Teach and share knowledge with new audiences by hosting capacity building workshops as part of
the program. Applications open.......
Speak or run a session at the Congress. Call for papers open......
Exhibit at the public Festival on Sunday 16 November 2014....... Applications open
Attend the IUCN World Parks Congress. Registrations will open in November 2013.
Sponsor the IUCN World Parks Congress. More information.......
Sponsor a student or delegate from a developing country to attend the congress. More
information
Volunteer at the event. Information and applications will be provided on our website closer to
November 2014.
Follow us on Facebook/Twitter. Keep up to date with the latest news and announcements
Facebook/........@
Promote to your networks. Help us to bring new audiences and real solutions to the Congress in
2014.
The Event: Sydney, Australia
The IUCN World Parks Congress 2014 will be held in Sydney, Australia.
Sydney is Australia’s famous harbour city and the capital of New South Wales, boasting the iconic
Sydney Harbour Bridge and Sydney Opera House.
Beyond its landmark buildings, Sydney Harbour National Park shelters secluded beaches,
picturesque islands and enchanting pockets of native bushland.
A high quality and exciting program of field trips and social events will provide delegates with the
chance to soak up Sydney’s spectacular harbour, seductive outdoor lifestyle and great natural
beauty.
Delegates will be treated to a world-class visitor experience in Sydney, Australia.
Swim, picnic and bushwalk along the spectacular foreshore or visit harbour islands on a ferry. Go
sailing or kayaking, get up close to wildlife and discover ancient rock art and convict-built
buildings.
Sydney is a gateway to the rest of Australia, providing easy access to planes, trains and buses to
travel to other parts of the country. Melbourne, the Great Ocean Road, the Great Barrier Reef and
Australia’s Red Centre are easily accessible from Sydney.
The Event: Sydney Showground, Sydney Olympic Park
The Congress will be held in the Sydney Showground and Exhibition Halls within Sydney Olympic
Park.
Sydney Olympic Park will transform into a global village made up of representatives from around
160 countries coming together to advance protected areas, find solutions to some of the world’s

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greatest environmental and social challenges and set common goals for the future.
Sydney Olympic Park, approximately 16 kilometres from the central business district, is well known
for its ongoing commitment to ecologically sustainable development and management.
The multi-use precinct provides modern, state-of-the-art facilities and luscious open spaces,
making it the perfect place to meet and work in a natural setting.
Organisers of the IUCN World Parks Congress are committed to developing and demonstrating a
world-leading ecologically sustainable event.
The Event: More information and resources
Website: www.worldparkscongress.org
IUCN Global Protected Areas Program: www.iucn.org/about/work/programmes/gpap_home/
Putting protected areas to work to address global challenges, speech, IUCN Director General Julia
Marton-Lefèvre, 15 November 2012:
http://www.iucn.org/about/work/programmes/gpap_home/pas_gpap/gpap_perspective/?11555/
Putting-Protected-Areas-to-Work-to-Address-Global-Challenges
Convention on Biological Diversity: www.cbd.int
Aichi Biodiversity Targets: www.cbd.int/sp/targets
Tourism Australia: www.australia.com
Destination NSW: www.destinationnsw.com.au
The value of protected areas
A protected area is a clearly defined geographical space, recognised, dedicated and managed,
through legal or other effective means, to achieve the long term conservation of nature with
associated ecosystem services and cultural values. (IUCN Definition 2008)
Protected areas conserve nature and biodiversity while contributing to people’s livelihoods,
particularly at the local level.
Protected areas respect people and cultural knowledge.
Protected areas contribute to building peace and promoting cooperation among nations.
Protected areas help countries and communities to manage natural resources and improve social
and economic wellbeing.
Protected areas are good business. Investing in protected areas is a cost effective way to reduce
business risks linked to biodiversity loss, climate change, pollution and unsustainable practices.
At times of economic crisis environmental guidelines must be included in all development and
recovery plans and activities.
We need to invest in protected areas now
- We are in the middle of a global extinction crisis, with rates of biodiversity loss 100 times
above pre-human levels. Protected areas help people, local economies and the planet.

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- Effectively managed and equitably governed protected areas are critical in achieving the UN
Millennium Development Goals to end global poverty and the objectives of the Convention on
Biological Diversity to conserve global biodiversity.
- Extremes of weather and the associated damage could wipe 2% off the US GDP by 2030, while
similar effects could cost China $1.2tr by the same date. (Climate Vulnerability Monitor DARA
group).
- Climate change is contributing to the deaths of nearly 400,000 people per year, and costing
the world more than $1.2 trillion, wiping 1.6% annually from global GDP. (Climate Vulnerability
Monitor DARA group).
Win-Win solutions
Protected areas provide win-win solutions in achieving human wellbeing and development
aspirations for all, whilst conserving biological and cultural diversity.
Protected areas provide:
- Solutions to the climate change: resilient ecosystems store carbon, and reduce the economic
risks of natural disasters by protecting human settlements and the foods and resources we
depend upon from tsunamis, hurricanes, landslides, drought and flooding. The global network
of protected areas stores at least 15% of terrestrial carbon.
- Solutions to water security: protected areas provide drinking water to one third of the world’s
100 largest cities. In many parts of the world, adequate supplies of potable water depend on
protected areas.
- Solutions to food security: protected areas boost fisheries and preserve crop wild relatives,
essential for agricultural production.
- Solutions to human health: protected areas provide clean air, medicinal plants,
pharmaceutical materials and recreation.
- Solutions to peace: protected areas promote equitable governance and contribute building
peace and promoting cooperation among nations.
- Solutions to biodiversity loss: protected areas are justly credited with preventing the
extinction of tigers, rhinos, and many other plants and animals. Large healthy protected areas
are the best tool we have to conserve biodiversity, especially against the backdrop of climate
change. The benefits of preserving species richness are worth an estimated $4-5 trillion
annually. (UN report TEEB).
Protected areas support communities and improve social and economic wellbeing.
- Protected areas are a cost effective way of reducing economic risks and increasing social and
economic sustainability.
- Protected areas welcome millions of visitors every year, thus contributing to the fastest-
growing global ecotourism market
- Globally, almost $10 billion is spent on coral reef tourism every year. (source?)
- Protecting intact ecosystems is a proven method of protecting human settlements and the

21
foods and resources we depend upon from tsunamis, hurricanes, landslides, drought and
flooding.
- Pollination services of protected areas in South Africa’s Cape Region are worth approximately
US$400 million annually.
- The value of Mexico’s protected areas as a carbon sink is estimated at US$12.2 billion.
- The value of Uganda’s protected areas as a carbon sink is estimated at US$20.3 billion
annually.
- Natural features such as coral reefs and mangroves are the most cost-effective options for
protecting areas from sea rise and storm damage.
- The value of mangroves as coastal protection is estimated to be as much as US$300,000 per
kilometre of coastline.
- Planning for climate change adaption is more effective and less costly than forced, last minute
emergency adaption. (EEA 2004).
- Careful management of landscape and protected areas can provide unfiltered water supply -
saving billions of dollars in filtration infrastructure costs.
- Protected areas hold many species as yet unknown to science, which may prove of immense
value to us as resources for new medicines or foods.
Business must respond to the demands of consumers and governments for more sustainable
production and investment strategies, or face losing market share.

22
Annex B: Related Documents
1. Communications Action Plan
2. Social Media Strategy
3. Global Ambassadors and work stream champions guidelines.
4. Communications contingency plan

23
Annex C: Communications Key Contacts
Organisation Name and Title Email Phone
IUCN Trevor Sandwith
Director
Global Protected
Areas Programme
trevor.sandwith@iucn.org +41 22 999 0167
IUCN Jamie Kemsey
Global Protected
Areas Programme
jamie.kemsey@iucn.org +66 2 662 4029
IUCN Borjana Pervan
Media Relations,
Global
Communications
borjana.pervan@iucn.org +41 79 8574072
IUCN Ewa Magiera
Media and
Communications
Officer
ewa.magiera@iucn.org +41 22 999 0346
+41 79 856 7626
(Mobile)
NPWS Carla Armanet
Event Manager
Carla.Armanet@environment.n
sw.gov.au
+61 2 9585 6556
NPWS TBC
Australia Media and
PR Manager
TBC TBC
NPWS TBC
Media Advisor
TBC TBC
Parks Australia Leanne McLaughlin
Executive Officer
Leanne.mclaughlin@environme
nt.gov.au
+61 2 6275 9088
Parks Australia Patty Worboys
Secretariat CWG
Patty.worboys@environment.g
ov.au
+61 2 6274 1934
Parks Australia Margot Marshall
Director, Public Affairs
Margot.marshall@environment
.gov.au
+61 2 6274 2846
Parks Australia Tanya Davies
Social Media Officer
Tanya.Davies@environment.go
v.au
+61 2 6275 9680
Professional
Conference
Organiser
Emma Bowyer emma.b@icmsaust.com.au +61 2 9254 5000

24
Annex D: Issues Management
In the lead up to, during and post the WPC, it is important to ensure clear lines of communication for
dealing with the range of issues that will arise. While all WPC partners are likely to have an interest in
these issues, it is important that one agency be assigned the ‘first right of reply’ and coordinate
information from other partners and internal agencies to ensure issues response is coordinated and
timely.
Note that this Annex is a living document that will need to be updated throughout the life of this
strategy. A detailed contingency plan, similar to the Jeju contingency plan, will be developed to
supplement this table.
Possible issues IUCN Parks
Australia
NPWS PCO
The IUCN World Parks Congress (program
content, objectives, legacy outcomes, stream
policy and progress).
x
Protected Areas- global x
Protected Areas- Australia x
Protected Areas- NSW x
Congress program (dates, times, bookings,
registration)
x
Transport strike/failure, extreme weather,
death/resignation of figurehead, climate-
related disaster
x
Australian crisis –extreme weather, flooding,
bushfires, airline strike, mass transport failure
x
NSW crisis- extreme weather, flooding,
bushfires, airline strike, mass transport failure
x
Species loss (International) x
Species loss (Australian) x
Tasmanian forests
Back-burning and bushfires (National /State) x x
Great Barrier Reef
Super-trawlers x
Marine zoning (National /State) x x
Mining (National /State) x x
Grazing in national parks x
Hunting in national parks x
Visitor numbers (National /State) x x
Inappropriate/questionable sponsors x

25
Annex E: Communication Governance
IUCN International
Steering committee
(ISC)
Media Relations, Global
Communications
IUCN Secretariat
Borjana Petersen
National Steering
committee
(NSC)
IUCN WPC Director
Director Global Protected
Areas Programme
IUCN WPC
Executive Officer
Helen Noble
Events Manager
NSW NPWS
Carla Armanet
Executive Officer
Parks Australia
Leanne McLaughlin
Media and Public
Affairs Manager
(Chair CWG)
TBA
Website Manager
Professional
Conference
Organiser (PCO)
International communications Australia communications
IUCN Regional
Communications
Network Manager
Jamie Kemsey
CWG Secretariat
Parks Australia
Patty Worboys
Media and
Communications Officer
IUCN Secretariat
Ewa Magiera
Senior Events
Coordinator
NSW NPWS
Eric Chartrand
Communications Working Group (CWG)

World Parks Congress Communication Strategy 08.2013

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