制定有效的环境沟通策略：从业者十步指南

A ten step guide for practitioners Manfred Oepen and Sean Southey About IUCN IUCN is a membership Union uniquely composed of both government and civil society organisations. Itprovides public, private and non-governmental organisations with the knowledge and tools that enablehuman progress, economic development and nature conservation to take place together. Created in 1948,IUCN is now the world’s largest and most diverse environmental network, harnessing the knowledge,resources and reach of more than 1,400 Member organisations and around 17,000 experts. It is a leadingprovider of conservation data, assessments and analysis. Its broad membership enables IUCN to f ill therole of incubator and trusted repository of best practices, tools and international standards. IUCN providesa neutral space in which diverse stakeholders including governments, NGOs, scientists, businesses, localcommunities, Indigenous Peoples’ Organisations and others can work together to forge and implementsolutions to environmental challenges and achieve sustainable development. Working with many part-ners and supporters, IUCN implements a large and diverse portfolio of conservation projects worldwide.Combining the latest science with the traditional knowledge of local communities, these projects work toreverse habitat loss, restore ecosystems and improve people’s well-being. Creating effective environmentalcommunication strategies A ten step guide for practitioners Manfred Oepen and Sean Southey remix, adapt, and build upon the material in any medium or format. The user must give appropriate cred-it to IUCN as the source of the material and indicate if changes were made to the original content. Onlynon-commercial uses of the work are permitted. Use of the name and logo of IUCN is not permitted inconnection with adaptations, translations, or other derivative works. Adaptations/translations/derivatives should not carry any official logo, unless they have been approved andvalidated by IUCN. Please contact IUCN (logo@iucn.org) to obtain permission. When copyright of content published by IUCN, such as images, graphics or logos, is held by a third-party,the user of such content is solely responsible for clearing the rights with the right holder(s). The user acknowledges and agrees that any transformation, adaptation, translation or alteration of theOriginal Content provided by IUCN “hereinafter referred to as “Original Content” is done at the user’s ownrisk. In no event shall IUCN be liable for any damages, losses or consequences arising from the use, modifi-cation or adaptation of the Original Content. The User agrees to comply with all applicable laws and reg-ulations when transforming, adapting or redistributing the Original Content. Furthermore, IUCN does notguarantee the quality, accuracy, integrity or legal compliance of the Original Content after its transforma-tion or adaptation. IUCN expressly disclaims all liability for any copyright, trademark, or other legal infringe-ment that may result from the modification or unauthorised use of the Original Content. The designation of geographical entities in this work, and the presentation of the material, do not imply theexpression of any opinion whatsoever on the part of IUCN or other participating organisations concerningthe legal status of any country, territory, or area, or of its authorities, or concerning the delimitation of itsfrontiers or boundaries. The views expressed in this work do not necessarily reflect those of IUCN or other participating organisa-tions. IUCN is pleased to acknowledge the support of its Framework Partners who provide core funding: Ministryof Foreign Affairs, Denmark; Ministry for Foreign Affairs, Finland; Government of France and the French De-velopment Agency (AFD); Ministry of Environment, Republic of Korea; Ministry of the Environment, Climateand Sustainable Development, Grand Duchy of Luxembourg; the Norwegian Agency for Development Co-operation (Norad); the Swedish International Development Cooperation Agency (Sida); the Swiss Agencyfor Development and Cooperation (SDC) and the United States Department of State. Published by:IUCN, Gland, SwitzerlandProduced by:IUCN, Gland, SwitzerlandCopyright:© 2026 IUCN, International Union for Conservation of Nature and NaturalResourcesRecommended citation:Oepen, M. & Southey, S. (2026).Creating effective environmentalcommunication strategies: A ten step guide for practitioners. IUCN.ISBN:978-2-8317-2361-7 (PDF)978-2-8317-2362-4 (print)DOI:https://doi.org/10.2305/ZPTQ1195Layout by:Safia Southey Contents PrefaceExecutive summaryAcknowledgementsAbbreviationsSeedboxAbout the authors1IntroductionThe IUCN frameworkWhy this guide, what is it about, and who is it for?Getting started2Getting strategic – ten steps for communicating conservationEntry pointsOther guidesGetting strategicTen step strategic communicationAssessmentStep 1 Situation analysisStep 2 Stakeholder and knowledge-attitude-practice (KAP) analysi