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1 Communicating for a Sustainable Fishery at Klemit Reef Atoll (Fictional case study for communication plan summary example) Background: Klemit Reef Atoll (the Atoll) is recognized locally and internationally for its pristine coral reefs, biodiversity, and abundant conch and lobster fisheries. The Atoll provides livelihoods for local fishers and food security to two nearby communities, Ville and St. Coral. There are currently two marine protected areas (MPAs) within the Atoll, comprising 15% of the total area of the Atoll. Unfortunately, these MPAs are not enough to mitigate a growing population and unsustainable fishing, and as a result there is a decline in important commercial conch and lobster populations within the Atoll. Klemit Environment Group (KEG) has played a critical role in managing use of the Atoll and activities within the MPAs. These duties include educating visitors and residents, and conducting research and monitoring to understand and balance human use and resource health. KEG programs are supported by a number of staff positions, including: a community liaison manager, environmental education officer, environmental communications director, and rangers who interact and communicate with fishers and their families in Ville and St. Coral. Fishers from these communities fish at the Atoll year-round. To support the outreach work of staff (e.g. help them host meetings and consult with community stakeholders), KEG provides relevant equipment such as laptops, projectors, vehicles, and printing services. The communities of Ville and St. Coral are located approximately 100 miles north of the main city where KEG’s office is located. A vehicle is available for KEG staff, however, obtaining fuel for the vehicle is a regular challenge. Over the years, KEG has maintained a healthy relationship with government agencies key to the management and support of the Klemit Reef Atoll. KEG also collaborates with other non-governmental organizations on environmental monitoring and outreach projects, and with five fishing associations serving the fishing communities of Ville and St. Coral. While their relationship with the fishing associations is healthy, KEG finds it frustrating to work with the fishing associations because their meetings often have sparse attendance. This is mostly due to fishers’ schedules which are subject to weather and fishing season. One of the fishing associations is also not well organized, which can create coordination challenges when working together. Goal: Increase commercial conch and lobster stocks within Klemit Reef Atoll by 25% by 2025. Objectives: Objective A: Engage 30% of fishers from Ville and St. Coral in the decision-making process to establish a new MPA by 2020. (I.e. get them to actively participate in the planning process.) Objective B: Decrease illegal activity in existing MPAs, including illegal entry and the taking of undersize and out-of-season commercial species, by 50% by 2020.

Klemit Reef Communication Plan Summary Example Communicating for a Sustainable Fishery at Klemit Reef Atoll (Fictional case study for communication plan summary example) Background:

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Page 1: Klemit Reef Communication Plan Summary Example Communicating for a Sustainable Fishery at Klemit Reef Atoll (Fictional case study for communication plan summary example) Background:

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CommunicatingforaSustainableFisheryatKlemitReefAtoll(Fictionalcasestudyforcommunicationplansummaryexample)

Background:KlemitReefAtoll(theAtoll)isrecognizedlocallyandinternationallyforitspristinecoralreefs,biodiversity,andabundantconchandlobsterfisheries.TheAtollprovideslivelihoodsforlocalfishersandfoodsecuritytotwonearbycommunities,VilleandSt.Coral.Therearecurrentlytwomarineprotectedareas(MPAs)withintheAtoll,comprising15%ofthetotalareaoftheAtoll.Unfortunately,theseMPAsarenotenoughtomitigateagrowingpopulationandunsustainablefishing,andasaresultthereisadeclineinimportantcommercialconchandlobsterpopulationswithintheAtoll.KlemitEnvironmentGroup(KEG)hasplayedacriticalroleinmanaginguseoftheAtollandactivitieswithintheMPAs.Thesedutiesincludeeducatingvisitorsandresidents,andconductingresearchandmonitoringtounderstandandbalancehumanuseandresourcehealth.KEGprogramsaresupportedbyanumberofstaffpositions,including:acommunityliaisonmanager,environmentaleducationofficer,environmentalcommunicationsdirector,andrangerswhointeractandcommunicatewithfishersandtheirfamiliesinVilleandSt.Coral.FishersfromthesecommunitiesfishattheAtollyear-round.Tosupporttheoutreachworkofstaff(e.g.helpthemhostmeetingsandconsultwithcommunitystakeholders),KEGprovidesrelevantequipmentsuchaslaptops,projectors,vehicles,andprintingservices.ThecommunitiesofVilleandSt.Coralarelocatedapproximately100milesnorthofthemaincitywhereKEG’sofficeislocated.AvehicleisavailableforKEGstaff,however,obtainingfuelforthevehicleisaregularchallenge.Overtheyears,KEGhasmaintainedahealthyrelationshipwithgovernmentagencieskeytothemanagementandsupportoftheKlemitReefAtoll.KEGalsocollaborateswithothernon-governmentalorganizationsonenvironmentalmonitoringandoutreachprojects,andwithfivefishingassociationsservingthefishingcommunitiesofVilleandSt.Coral.Whiletheirrelationshipwiththefishingassociationsishealthy,KEGfindsitfrustratingtoworkwiththefishingassociationsbecausetheirmeetingsoftenhavesparseattendance.Thisismostlyduetofishers’scheduleswhicharesubjecttoweatherandfishingseason.Oneofthefishingassociationsisalsonotwellorganized,whichcancreatecoordinationchallengeswhenworkingtogether.Goal:IncreasecommercialconchandlobsterstockswithinKlemitReefAtollby25%by2025.Objectives:ObjectiveA:Engage30%offishersfromVilleandSt.Coralinthedecision-makingprocesstoestablishanewMPAby2020.(I.e.getthemtoactivelyparticipateintheplanningprocess.)ObjectiveB:DecreaseillegalactivityinexistingMPAs,includingillegalentryandthetakingofundersizeandout-of-seasoncommercialspecies,by50%by2020.

Page 2: Klemit Reef Communication Plan Summary Example Communicating for a Sustainable Fishery at Klemit Reef Atoll (Fictional case study for communication plan summary example) Background:

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ObjectiveC:Identifyincomediversificationopportunitiesforfishersandtheirfamiliestopromoteasustainablefisheryby2018.ObjectiveD:Securealternativelivelihoodsfor20fishersfromVilleandSt.Coralby2020.ThiscommunicationplanisfocusedonObjectiveA:Engage30%offishersfromVilleandSt.Coralinthedecision-makingprocesstoestablishanewMPAby2020.TargetAudiences:FishersfromVilleandSt.CoralApproximately200fishersfromVilleandSt.CoralusetheAtollasafishinggroundforconchandlobster.Mostfishersaremembersofafishingassociation.Thefiveassociationscompriseapproximately1/3ofthetotalfisherpopulationinVilleandSt.Coral.(Thereareotherfishersthatremainindependentfromtheassociation.)In2012,KEGconductedasocio-economicassessment(SocMon)focusedonfisherswithinthesetwocommunities.TheSocMonreporthighlightedtheincreaseinthenumberoffishers,continuedillegalfishingactivitieswithintheprotectedareas,theabsenceoffishersfromdecisionmaking,andtheneedforsupplementallivelihoodprojectsforfishers.Thereportalsohighlightedthemarginalizationofwomeninthefishingindustryandtheirroleinthehousehold.InfluentialAudiencesPotentialinfluentialaudiencesforthefishersincludetheirfamilies,spousesandchildreninparticular,otherwell-respectedfishers,andcommunityleaders,suchasreligiousleaders.

ExistingResearch:• SocioEconomicAssessment(KEG2012)• Statusoffishspeciesinthereplenishmentzoneadjacentareas(KEGMarine

ResearchReport2010-2017)• Numberofarrests/detentions(KEGAnnualReport2014-2018)• KEGSkillSetAssessmentreportforVilleandSt.Coral(2017)

AdditionalResearchNeeded:FocusgroupswillbeconductedtolearnmoreaboutfishersfromVilleandSt.Coral,suchastheirvaluesandcoreconcerns,andwhattheythinkabouttheMPAs,violations,andalternativelivelihoods,etc.

KeyMessages:Audience:VilleandSt.CoralfishersOverarchingissue:UnsustainablefishingProblem:ScarcityofadultconchandlobsteratKlemitReefAtoll

Sowhat:Lossofincomeduetoreducedcatchperuniteffort–nowhavetofishhardertogetlessfishSolution:Helpourmarineprotectedareasgrowmoreandbiggerfishsothey“spillover”toareaswherewecanfish.Participateinthedecision-makingprocessforprotectedareas.Benefit:Moreandbiggerfishadjacenttoprotectedareasmeanseconomicbenefitforyouandyourfamilies

Page 3: Klemit Reef Communication Plan Summary Example Communicating for a Sustainable Fishery at Klemit Reef Atoll (Fictional case study for communication plan summary example) Background:

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Messengers:• KEGCommunityLiaisonManager(conductsworkshopsandmeetingsinthefishing

communitiesofVilleandSt.Coral)• KEGEnvironmentalEducationOfficerandEnvironmentalEducationand

CommunicationsDirector(carryouteducationalandawarenessvisitstokeystakeholdersinthefishingcommunitiesofVilleandSt.Coral)

• RespectedfishersfromVilleandSt.Coral• LocalchurchleadersfromVilleandSt.Coral• Fishingfamilies,inparticularspousesorpartners

TacticstoengageVilleandSt.Coralfishersinthedecision-makingprocessforMPAs:

• Developcompellingoutreachmaterialshighlightingkeymessages(emphasizethesowhat).Materialswillbeusedwhenconductingoutreachtactics.

• Recruitwell-respectedfishersasmessengerstogetotherfishersinvolvedinMPAplanningandadvocateforMPAsduringandoutsideofmeetings.Preparefisherstobemessengersandprovidethemwithoutreachmaterials.

• Joinfishingassociationmeetingsandwhenpossiblepresentduringthemeetings.• Encouragefishers(especiallyinfluentialmembersofthefishingassociation)to

attendtheKlemitReefAtollAdvisoryCommitteetobecomeinvolvedinMPAplanning/decision-making.

• Hostmeetingswithfishersintheircommunitiesduringpopularlocaleventswhenfishersareonvacation,i.e.notoutfishing.

• Conductboat-to-boatoutreachpre-conch/lobsterseason.• Hostfreemovienightsinbothcommunitiesasawaytoengagefishersandtheir

families.Measurements:Tomeasureprojectsuccess,weaimtohaveameasurementdeviceforalltacticssowewillknowifourmethodsareworkingand,ifneeded,reviseaccordingly.Wewillcontinuetomonitorandassessmarineresources,suchaspopulationstatusofconchandlobsterwithinandoutsidetheprotectedareas,toknowifthenewMPAisgettingusclosertoourgoal.TacticMeasuresTactic:Recruitwell-respectedfishersasmessengersMeasures:

• Numberofnewmessengers• Numberofinteractionsmessengershavewheretheyareactivelyengagingothers

aboutthebenefitsofMPAsandhowtheycangetinvolved• Numberofpressopportunities

Tactic:JoinandpresentatfishingassociationmeetingsMeasures:

• NumberofmeetingsKEGstaffparticipatein• Numberoffishersinattendance• NumberofnewsupportersofMPAs,e.g.messengers,gainedthroughmeeting• Changeinparticipants’knowledgeoftheregulationsafterthemeeting(survey)• NumberofnewfisherswhoagreetoparticipateintheKlemitReefAtollAdvisory

Committee• Numberofinformationalmaterialsshared

Page 4: Klemit Reef Communication Plan Summary Example Communicating for a Sustainable Fishery at Klemit Reef Atoll (Fictional case study for communication plan summary example) Background:

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Tactic:HostmeetingswithfishersintheircommunitiesduringpopularlocaleventsMeasures:

• Numberoffishersmetwith• NumberofnewfisherswhoagreetoparticipateintheKlemitReefAtollAdvisory

Committee• Numberofinformationalmaterialsshared• NumberofparticipantsactivelyparticipatinginCommitteemeetingsandtasks• Changeinparticipants’knowledgeandsupportofMPAsafterthemeeting(survey)

Tactic:Boat-to-boatoutreach(pre-conch/lobsterseasonopening)Measures:

• Numberofboat-to-boatinteractions• Numberoffisherswho,aftertheinteractions,areawarethevalueofMPAsandhow

theycangetinvolved• NumberofnewfisherswhoagreetoparticipateintheKlemitReefAtollAdvisory

Committee• Numberofinformationalmaterialsshared

Tactic:HostmovienightsinbothcommunitiesasawaytoreachfishersandthepeoplewhomayinfluencethemMeasures:

• Numberofpeopleinattendance• NumberofpeoplewhosignuptoreceiveinformationaboutthenextMPAplanning

meeting• Numberofpeoplewhotakeinformationtosharewithothers

Timeline/ActionItems:

• March2018:Reviewinternalandexternalreports(marinemonitoring&enforcement)andthenewNationalProtectedAreasSystemAct.

• March:PlanforfocusgroupstolearnmoreaboutfishersfromVilleandSt.Coral• April:Conductfocusgroupsandbegintopreparemessages• EndofApril:Finalizekeymessagesandcreateapresentationanddevelopoutreach

materials• April20-May15:Identifyandtrainmessengersondeliveringmessages• May,June,andJuly:Joinfishingassociationbi-weeklymeetings• JuneandJuly:Coordinatecommunitymeetingswithfishers• AugustandSeptember:Conductboat-to-boatoutreachattheAtoll• September:FirstKlemitReefAtollAdvisoryCommitteemeeting(dateinSept.TBD)• HostmovienightsTBD• MonitorresourcesandactivitiesintheAtollandMPAs–ongoing• Evaluation–Discussresultsfrommeasureswithkeyprojectparticipantsand

advisors6monthsintoprojectthenagainafteryearoneStilltodo:Assignrolesforalltasks.


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