The Ramsar Convention's Outreach Programme - Hungary's CEPA Action Plan

The two levels would be linked through the networks as the following diagram shows:

Communication instruments

When strategizing the steps to be taken to support wetland conservation through sound communication, a wide array of communication instruments and materials can be used to achieve the identified communication objectives. Roughly, these instruments can be divided into interpersonal media, audio-visual instruments, printed materials and others, including virtual media. A brief assessment of possible communication instruments is presented in Annex VI, including an evaluation of their effectiveness and availability in Hungary. This is not an exhaustive list, but suits to guide planners and managers in strategizing their communication approaches.

A tool for communication planning, the logical framework approach, can be found in Annex V.

Funding

Funds have been derived from the Ministry of Environment and local governments, and internationally from IUCN/PEBLDS III (for the development of this strategy, posters and brochure), TEMPUS (education toolkit). Additional sources could be the Central Environmental Fund of Hungary, Ministry of Education, Ministry of Environment, NGO's, and international support.

Communication strategy: National level

*National Communication Objective 1:*	*The national stakeholders are expected to provide national focus*

Situation	Direction in wetland management at national level is lacking. The National Biodiversity Strategy and Action Plan drafted in 1999 lacks a chapter on national wetland management. As a result, the document was not approved and wetland management at national level and, consequently at site level, lacks focus and direction.

Responsible stakeholder	The Ministry of Environment, The National Authority for Nature Conservation, The Ramsar National Committee

Target group(s)	Other departments within the Ministry of Environment, other Ministries (Economy (tourism), Water Management, Agriculture & Rural Development, Education, and others), national tourism and business organisations, national media, wetland managers, general public

Objectives	- To create support for wetland management among the entire national government - To involve and make allies of national tourism and business organisations - To put wetland conservation on the agenda of decision makers, users and media - To raise a general sense of appreciation for and understanding of the importance of wetlands among Hungarian citizens

Approaches	By providing guidance and formulating policies, the national authorities can assist the implementers at site level. They can create support from other government agencies and business organisations by regularly informing them about issues and developments in wetlands managements, and involve these stakeholders in the process. They have the position to enhance awareness among the general public because of the access they have to nationwide communication channels and media. In order to do so, this CEPA is developed to guide the responsible players through this process.

Instruments & Materials	Interpersonal Nationwide organisation of the annual World Wetland Day and other environmental days Audiovisual Regular provision of information to journalists and editors of television and radio programmes Development of a series of 2-minute radio announcements in popular style Print A newsletter (one page, print or electronic) to circulate among the different department and government agencies and business organisations at national and regional level providing information on the latest developments in wetlands management, new policies formulated, new achievements and updates, including the work of the National Ramsar Committee A poster for the general public on the Hungarian implementation of the Ramsar convention, to be distributed at departments and relevant public places A brochure on the Convention Distribution among wetland managers, experts, government bodies of the Ramsar Convention Manual in Hungarian (published in 2000) A book on Hungarian Ramsar sites for the general public Education toolkit on wetlands for universities and colleges (will be published in early 2002 under TEMPUS) Contact NGO specialised in Environmental Education, educational materials for primary and secondary schools Other Creation of an internet website on Hungarian wetlands/Ramsar and with links to local websites, the site of the Ramsar Bureau, and others (www.wetlandsinhungary.hu)

*National Communication Objective 2:*	*The national stakeholders are expected to develop networks at national and intermediary level*

Situation	Channels to communicate policies and guidelines to and from stakeholders to policy and decision-makers are unclear or non-existent. There is a pressing need to establish such lines to enable information transfer and alliance building. Because of limited time and manpower, such network should be efficient and fast.

Responsible stakeholder	National Authority for Nature Conservation, Ministry of Environment

Target group(s)	The NANC, Wetland managers, Cooperatives, Associations, NGOs and other intermediaries

Objectives	- to establish a network of communicators at national and intermediary level - to establish an online information transfer between the Ministry and the regional network members - to develop a strategy to work with NGOs dealing with wetlands

Communication issues	Although NGOs active in nature conservation usually have the same ultimate goals as the NANC, they often have different interests in and views about wetland issues and the approaches that should be taken.

Approaches	Given the limitations in finances and manpower available to government level communication managers, it is important that they have easy and regular access to their counterparts and target groups at regional level through the establishment of a national network of communicators in wetland management. This would allow efficient planning and a reduction of contacts with end users, saving considerable time and financial resources. The basis of such network already exists in the form of the Ramsar National Committee, which could be extended to include representatives of all stakeholders. NGO’s and other civil groups should become full members of this network and be consulted and involved in planning processes in order to settle differences in view and approach.

Instruments & Materials	Interpersonal Establishment/reformulation of a national network for wetland management, with representatives from all major stakeholders at national and regional level An annual planning and evaluation workshop on communication in support of wetland management in Hungary Semi-annual network meetings Regular (informal) telephone contacts between the members of the network Print A regularly updated database of members, their contact persons and full contact details Semi-annual reports (fixed format) from the regional members to update the NANC on developments The newsletter proposed under objective 1 (one page, print or electronic) to circulate among the network members at national and regional level providing information on the latest developments in wetlands management, new policies formulated, new achievements and updates with inputs from the quarterly reports Other Creation of an internet website on Hungarian wetlands/Ramsar and with links to local websites, the site of the Ramsar Bureau, and others (see objective 1) Education programme for wetland managers Financial support to education programmes of NGOs

*National Communication Objective 3:*	*The national stakeholders are expected to develop policies and guidelines on how to communicate these for local level use*

Situation	No national policy on wetland management exist. These need to be developed, and consequently guidelines are needed to direct implementers at site level on how to communicate these policies to different stakeholders with different interests as successfully as possible.

Responsible stakeholder	National Authority for Nature Conservation, Ministry of Environment,

Target group(s)	Wetland managers, Local governments, Landowners, End users (visitors, schoolchildren etc.)

Objectives	- to develop national policies for wetland management - to define a common national communication approach in wetland management - to assist local wetland managers and interest groups in developing communication strategies and annual plans by preparing guidelines

Approaches	In order for wetland managers and local governments to be able to manage wetlands in an internationally acceptable and ecologically, economically and socially sustainable way, the national government should develop clear policies and guidelines. These have been formulated as a chapter under the National Biodiversity Strategy and Action Plan, but have not been adopted at this stage, creating confusion and opportunities for certain stakes to be more prominently defended than others, often at the cost of the natural resource base and biological diversity of wetlands. Secondly, local implementers should be guided in using communication to bring the complex of stakeholders on one line.

Instruments & Materials	Interpersonal Interdepartmental meeting at the Ministry of Environment to discuss the issues concerning wetland policy development National workshop on Communication in support of wetland conservation, with participants from all wetlands and concerned government agencies and NGO’s (implemented in November 2001 by IUCN/PEBLDS III) Print A chapter in the National Biodiversity Strategy and Action Plan specifically on wetlands and wetlands management, including a paragraph on the need for multi-stakeholder approaches and communication (under development) A Communication, Education and Public Awareness (CEPA) strategy and action plan containing guidelines on how to use communication (this document) A policy making implementation of this CEPA obligatory, including the establishment of a local network as a responsibility of the wetland managers

Communication strategy: Local level

*Local Communication Objective 1:*	*The local stakeholders are expected to provide focus to local wetland management*

Situation	As a consequence of the absence of national focus, wetland management at site level also misses direction. However, the stakes are higher and more pressing at local level as wetland issues affect the local stakeholders more directly and more regularly. In order to regulate interventions in wetlands, policies and legislation should be available at local government level.

Responsible stakeholder(s)	Wetland managers, Local Governments (Environmental Officers), NGOs

Target group(s)	Wetland managers, Local Governments (Environmental Officers), NGOs

Objectives	- to develop a short- and long-term vision on multi-stakeholder wetland management - to have this vision included in local legislation such as municipal ordinances - to prepare strategic plans and policies to facilitate implementation of the legislation - to communicate these policies and regulations to create understanding and active support

Communication issues	In many of the Hungarian Ramsar sites, the different stakeholders are not actively cooperating in wetland management and do not have an understanding of the different stakes. Therefore it is often not realised that these could be reconciliated in support of a common objective: an ecologically and economically healthy wetland.

Approaches	Local stakeholders will be actively involved in the formulation of short- and long-term visions, objectives and interventions on local wetland management respecting the diversity of stakes in wetland management. The responsible local government unit (municipality or county) will translate these into ordinances and wetland managers will be urged to prepare annual plans and reports to encourage transparency. Participation of stakeholders in an early stage will enhance a feeling of ownership and chances for success.

Instruments & Materials	Interpersonal Focus group discussion and workshop with all local groups with a stake in the wetland, in order to develop a common wetland management strategy Regular contacts/presentations to local media to inform them and enhance their support Presentations/talks during all public events (festivals, fora) Coordinate with the local branches of the Ministry of Education on inclusion of wetlands as a topic in formal curricula of schools, and on training for teachers Audiovisual Regular provision of information to journalists and editors of local television and radio programmes Development of series of 2-minute radio announcements in a popular style Development of a video film on the local wetland: features, functions, threats, opportunities, management measures and future options. Short version (for regional TV) and longer version (for film showing at events or schools). An example is the project in Tata Print Municipal ordinances or county-level legislation on wetland management A periodical information bulletin informing all local stakeholders on the latest developments Annual reports available to public or any interested party A brochure on the local wetland: features, functions, threats, opportunities, management measures and future options A poster featuring the most striking characteristics (from different perceptions!) of the wetland Educational inputs to instruction materials used in primary and secondary schools Other Creation of an internet website

*Local Communication Objective 2:*	*The local stakeholders are expected to develop local networks*

Situation	The different stakeholders at site level are not aware or willing to take into account each other’s current and future interests in wetlands. One reason is the lack of venue to reach consensus or common approaches on how to deal with wetland issues.

Responsible stakeholder	Wetland managers

Target group(s)	Representatives of all major local stakeholders

Objectives	- To establish a permanent venue for exchange of ideas and interests - To increase awareness of different perceptions of wetland issues in a multi-stakeholder situation - To enhance mutual understanding and to reach consensus on approaches in wetland management acceptable if not beneficial to all stakeholders

Approaches	A network of representatives of groups with a stake in the management of the local wetland

Instruments & Materials	Interpersonal Establishment of a local network for wetland management, with representatives from all major stakeholders Election of a representative of the local network to attend the national network Annual planning and evaluation workshop on communication in support of management of the local wetland site Semi-annual network meetings, preceded by national level meetings Regular (informal) telephone contacts between the members of the network Focus group discussions on (for example) wetland issues, stakeholders and perceptions Cross-visits to other wetland areas Twinning with other wetland sites in Hungary or internationally Print A regularly updated database of members, their contact persons and full contact details Annual strategy and action plan Semi-annual reports (fixed format) from regional members to update the NANC on developments, to be submitted prior to the national network meeting Other Creation of an internet website with links to the national site

*Local Communication Objective 3:*	*The local stakeholders are expected to implement policies and guidelines*
Situation	As no final policies and only general guidelines have been developed at national level, local governments and wetland managers have difficulties in practising sustainable wetland management. Once national policies have been formulated, local managers are to be assisted in implementing them. This will involve communication in order to create a united approach among the diverse stakeholders.
Responsible stakeholder	Wetland managers
Target group(s)	Wetland managers, users of the local wetland
Objectives	- to ensure that nationally developed policies and guidelines are implemented at site level - to ensure that the need and rationale for the policies are understood and supported
Approaches	Regular information flow is needed to ensure that all relevant stakeholders are continuously up to date with recent developments in national policy formulation in relation to wetland management. To ensure acceptance, support and active implementation of the policies, awareness raising is a crucial part of achieving the objectives.

Instruments & Materials	Interpersonal Focus group discussion and workshop with all local groups with a stake in the wetland, in order to develop a common wetland management strategy (as for local objective 1) Stakeholder consultations whenever new policies have been formulated Establishment of volunteer (youth) networks & lobby groups as a platform to advocate wetland conservation Audiovisual Regular provision of information to journalists and editors of local television and radio programmes Development of a series of 2-minute radio announcements in a popular style Development of a video film on the local wetland: features, functions, threats, opportunities, management measures and future options. Short version (for regional TV) and longer version (for film showing at events or schools). Print Mailing to stakeholders whenever new policies have been formulated A brochure on the local wetland: features, functions, threats, opportunities, management measures and future options A poster featuring the most striking characteristics (from different perceptions!) of the wetland Educational inputs to instruction materials used in primary and secondary schools Other Financial support to environmental education programmes of NGO’s and schools

*Local Communication Objective 4:*	*The local stakeholders are expected to develop strategies and tools tailored for local use*

Situation	The first three objectives all require communication approaches and activities in order to be achieved. Communication capacity in Hungary is considered low and not always sufficient. At local level, communities often develop several activities, but little strategic planning is involved. In order to ensure proper implementation of this CEPA at local level, guidelines on the use of communication are needed.

Responsible stakeholder	The National Authority for Nature Conservation (NANC) of the Ministry of Environment, and the National Ramsar Committee

Target group(s)	All local stakeholders in wetland

Objectives	- To ensure that strategies are developed by the target groups - To ensure implementation of this national strategy for communication at national and at local level - To build communication capacity among wetland managers and policy makers in governments and NGO’s, at national as well as site level

Approaches	The current document is the main step in this direction. It will serve as a set of guidelines to local wetland managers and other stakeholders by providing an overview of communication strategizing and planning. This will be discussed with all stakeholders before it will be finalised to be presented at the international IUCN workshop on Building Capacity for Communication in Bratislava, in November 2001.

Instruments & Materials	Interpersonal Regional meeting for wetland managers on Communication in support of Wetland Management in Hungary, November 12-13, 2001, at Lake Tata, a Ramsar site. The meeting included presentation and discussion of this CEPA, as well as workshops on Wetland issues, stakeholders and perceptions, and Communication planning International IUCN workshop on Building Capacity for Communication in Bratislava, in November 2001. Five central European countries exchanged national experiences. Print Publication of National strategy for Communication, Education and Public Awareness (CEPA) in support of wetland conservation in Hungary (this document); distribution among all targeted stakeholders and interest groups The CEPA will include the following guidelines: Uses of wetlands in Hungary Wetland issues in Hungary Multi-stakeholder situations and perception of wetland issues An inventory of possible communication instruments A strategy for the use of communication in wetland management at national and at local level Practical methods for implementing CEPA Other All contracting parties are encouraged to publish their national CEPA on the website of the Ramsar Bureau

ANNEX I

Utilisation types in wetlands of international importance of Hungary

	Type of use
Ramsar Site	Fishery	Reedbed management	Agriculture	Forestry	Hunting	Tourism	Eco-tourism or Recreation	Research
1. Szaporcai Ó-Dráva meder	.	.				.	.	.
2.Dinnyési Fertö/ Velencei Madárrezervátum TT	.			.		.
3. Kardoskúti Fehértó TT	.	.		.	.	.
4. Mártélyi TK		.			.			.
5. Fels -Kiskunság alkaline ponds	.			.		.
6. Pusztaszeri TK				.
7. Hortobágy (4 different parts)				.
8. Kis-Balaton				.
9. Tatai Öreg-tó		.	.		.
10. Fertö				.
11. Balaton				.	.
12. Bodrogzug
13. Ócsai TK	.
14. Pacsmagi tavak TT				.		.
15. Rétszilasi tavak TT				.		.
16. Biharugrai TK
17. Gemenc		.
18. Béda-Karapancsa		.				.
19. Izsáki Kolon-tó	.

Wetland issue: Agricultural intensification leading to deterioration of water quality
Stakeholder	Stake	Perceived issue	Sphere of solution
Site managers	Responsibility to maintain the ecological character of the wetland	Nutrient-rich water threatens the ecosystem Alternative ways for water supply	Ecological
Farmers	Interested in fertilising the land	Alternative fertiliser to be used in larger scale not an option	Social/Economic
Fishermen	Yield of fish as large as possible	Nutrient-rich water can even have a positive impact on fishponds	Economic
Tourist operators	To attract as many visitors	Fewer visitors can have an impact on livelihood	Economic
Local business people	To maintain their activities	Bad water quality may have an adverse impact on livelihood	Economic
Local government	Tourists contribute to the welfare of local community	Visitors need to be attracted by leisure activities in a healthy climate (swimming, water sports, etc.)	Social/Economic