2010-2011 Work Programme
A communication plan for the entire Organization structures the priority topics of information, the events which illustrate them, their scheduling over the period of the biennium, the objectives and the methods for using the different communication media (Internet portal, media, publications, events, etc.).
The communication plan includes action initiated at Headquarters and action programmed and undertaken in the field, especially in collaboration with UNESCO offices and national commissions. Training and coordination will be organized with offices and national commissions in order to implement the communication plan in the field.
The Internet site (www.unesco.org) has become the Organization’s main instrument of information, due to both the quantity of information disseminated and the diversity and volume of the audiences reached. Multilingual development of contents remains a key factor in raising the number of users of the portal throughout the world. The development of the portal towards an interactive multimedia platform will be continued, integrating different types of information products (texts, photos & audiovisual programmes), addressing different audiences and communities, while making use of the most modern technology.
The mass media, that is to say the print media and television, is the main vector for making the Organization visible to the general public. The online press is gradually blurring the distinction between these two traditional types of media.
In order to reinforce the presence of the Organization in the media, sustained efforts are made in several forms:
■ disseminating media releases, press releases and editorials (in several languages) about the most significant topics concerning the Organization’s action;
■ providing journalists with briefing papers, photographic material and reports illustrating the priorities of the programme;
■ providing television networks with audiovisual programmes about the most notable achievements of the Organization;
■ organizing briefings and press conferences, at Headquarters and in the field, on the occasion of major events (presentation of reports, awarding of UNESCO prizes), mobilizing, where relevant, the Organization’s celebrity advocates (goodwill ambassadors, personalities from the world of culture and science);
■ organizing press seminars at Headquarters for groups of journalists from Member States (in collaboration with the respective national commissions).
Publications are an important vector for information about the Organization and for its image. Their production and dissemination are closely linked to programme activities. The implementation of a new publications policy will be a major activity, with the objective of producing a justified number of publications, subject to strict quality control, which respect programme priorities, which are distributed better and whose impact on readers will be assessed. This activity will require joint contributions from the BPI, the programme sectors, field offices and UNESCO Institutes (category 1).
Working together with the programme sectors and public and private partners, the BPI organizes cultural events (exhibitions, concerts, and cinema screenings) and visits to the Headquarters, in order to promote the Organization’s image to the general public and to the media. Depending on the resources available, priority will be given to events illustrating programme priorities and the main topics in the communication plan.
Internal communication is mainly developed through three vectors, which are accessible to the staff of the Secretariat and of the permanent delegations:
■ the Intranet site, updated daily;
■ the ‘UNESCOMMUNICATION’ electronic mail (sent twice a week);
■ ‘60 minutes to convince’ information and debate sessions, organized on a weekly basis, during which the different departments present their activities and facilitate internal dissemination of information about strategic questions and the concrete implementation of the programme.
UNESCO’s name, acronym and logo are major elements of the Organization’s image and of its perception by the public. Their use must comply with decisions taken by the Organization’s governing bodies and are subject to regular monitoring. In the case of partnerships, care must be taken to ensure that the Organization’s logo and name are only used for activities that respect its ideals and programmes.Back to top