COMMUNICATION PLAN

2.1 communication context/background/scope

2.2 communication goal/key objectives

This plan hopes to develop the integrity of the Protected Area Office from its present
state of perception and acceptance by the communities, the members of the Protected
Area Management Board and the broader populace with direct or indirect interest
towards the Mt. Malindang Range Natural Park. By developing the overall integrity of
the office concerned, feedback, mechanism will be maximized will be maximized along
with the fostering of ownership, generating enthusiasm and Participation, and increasing
understanding among stakeholders.

1. Within one year, sustain the coordination and teamwork among the PAO
Personnel, Mt. Malindang Green Task Force, Bantay Lasang Volunteers, PAMB
Members
2. Within one Year, increase the knowledge of communities within t. Malindang
Range Natural Park about the functions and responsibility of the Protected Area
Office as well as the Protected Area Management Board
3. Within one year, enhance the enthusiasm, commitment and cooperation of Local
Chief Executives (LCEs) and other members of the Protected Area Management
Board towards all undertakings of the Protected Area Office
4. To establish partnership in tri-media ( print, media, radio)
5. To establish web-based information exchange on regular and sustainable basis
6. To enhance Biodiversity Information Center (BIC) in showcasing information on
Biodiversity richness in MMRNP

3. ENVIRONMENT

The LGU is interested to heighten the awareness importance and value of MMRNP. In
fact, the slogan of ecotourism Code of the province is “Mt. Malindang the heart of
biodiversity in Asia. Therefore, this communication plan will reach out all sectors to
inform everyone the richness of Mt. Malindang that’s why gaining support.

3.1 COMMUNICATION TO DATE

The protected Area Office has been developing and producing IEC material such as
flipchart, brochures, billboards, streamers resulting to have informed communities this
status of Mt. Malindang as AHP.
3.2 PUBLIC ENVIRONMENT

The Protected Area Management Board is ideally composed of Local Chief Executives
of Cities and Municipalities of the province. But records and actual observations show
that many representations of LCEs in the PAMB have been delegated to non-decisive
and often varying LGU Officials. This problem is crippling the PAMB of the latter’s
policy-making functions especially concerns that solicit commitment and support from
the Local Government Units. Mayors of Municipalities and cities where development
programs exist are more actively involved in PAMB activities that their counterparts
where aid programs are less significant.

The youth, international community and even funding agencies do not have readily
available information about the Mt. Malindang Range Natural Park and the Protected
Area Office. Any person who wishes to conduct research in, visit or provide support to
the Mt. Malindang do not have access to any information concerning the park.

3.3 TARGET AUDIENCE

1. PAO Personnel
TARGET PARTICIPANTS STAKEHOLDER EXPECTATIONS
AUDIENCE INTERESTS
PARK People residing in Livelihood/economic The PAO will be
RESIDENTS the core areas benefits/law act quickly on
and buffer zone enforcement their complaints
and reports

Park protection
projects gives
them economic
benefits
LCE’s/PAMB City Mayors PAMB Resource Up- to- date
members utilization/policy information
making financial regardinh PAO
equity programs ad
activities

PAO will raise

funds through
 different means
possible
DENR/PAO Field personnel Scope of job, work Adequate
senior assignment materials and
management and financial
administrative staff resources for
activities

More
understanding
and consultative
PASu
External Youth/International Technical Protection and
Community community/funding expertise/funds/public preservation of
agencies/media image/proper nature
management
Mt. Maindang
provide adventure
and aesthetic
pleasure

PAO
Management is
trustworthy and
credible

4. ELEMENTS OF COMMUNICATION

4.1 Key Themes and Messages

a. Improving Office Coordination and Teamwork

Strong teamwork and high ethical standards ensure workplace efficiency and
success in the implementation of Protected Area Office Programs and activities

A good rapport between the Protected Are Superintendent and the field and office staff
cohorts creates a harmonious office environment

b. Raising awareness of Park residents

A protected Area Office that is known, respected and trusted by park residents is
essential to the effective implementation of programs and projects

A keen and well-informed community makes services of the PAO efficient and effective
c. Fostering LGU ownership and commitment

LGUs are key stakeholders of the park. Their commitment and support ae needed for
the success of PAMB programs

An effective PAMB EXECOM consists of Local Chiefs Executives who possess vital
decision-making authorities and capacities n behalf f their respective LGUs

d. Promoting transparency and popular information

An office that is transparent and accountable of its programs and administration has the
competitive and advantage of receiving donor funds

Good relationsip with the media and other popular information channels enhance the
credibility of the PAO

4. 2 COMMUNICATION PRINCIPLES

PRINCIPLE REASON
Credibility Without a credible communication approach credible
communications, stakeholders will simply no believe in
the end goal
TO INVOLVE, NOT JUST Promotes ownership of the program and a feeling of
INFORM being a necessary part f the program
Trusted and respected If the staff does not trust or respect the communicators,
communicators the messages may fall on deaf ears
Visible Management Active management commitment gives credibility to
Support communication, management must be perceived as
supportive
Face-to face Audience is involved, communication is two-way and
Communication provides a feedback mechanism
To avoid information Too much information leads to conusion is two-way and
overload provides a feedback ,mechanism
Consistent Messages Inconsistency loses credibility in the program. Without
consistency, audiences are confused and frustrated
about what to expect
Central coordination Ensures consistent approach
Listen and act on feedback Encourage support in the approach by being responsive
to the needs of the audience. Ensure approach meets
changing audience needs
4.3 STRATEGIC COMMUNICATIOS CONDIDERATIONS

4.3.1 External Factors

One of the factors affecting the establishment of an effective communication

sssystem is the varyng personalities representing the Gus in the Protected Area
Maangement Board. As experience shows, individuals delegated by Mayors are
absolutely replaced as when terms of offices of elected officials also end. The e said
concern underscores efforts of raising the awareness and knowledge of PAMB officials
regarding their functions and the dynamisms of PAO’s programs.

The availability of funds for the implementation of actions may also affect the
outcomes and outputs of this plan.

4.3.2 Approach

Focused-group and wide scale approaches will be alternately used in the

distribution of information to the audience. Moreover, the Protected Area Office will
maximize all existing and potential events for communications

4.3.3 Opportunities

Several activities scheduled each year provide opportunities for the Protected
Area Office to convey communication messages to the target audiences. Some of these
activities include: Earth Day, Mt. Malindang Week,Environment Month, Clean-up

Park communities also signify their warm welcome for the PAO to regularly visit
the areas. The local media community has also shown good perception towards the
PAO. With the open-ended scale of reach the internet provides, the PAO considers the
internet a good venue for information exchange, feedback solicitation and fund
sourcing.

4.3.4 Challenges

The only significant challenge that the Protected Area Office now faces is its very
low credibility and negative perception from the academic and broad populace outside
of the protected area, it being a DENR –related institution. Though the views and
perspective of such populace d not have direct effect towards the protection and
management of the Mt. Malindang Range Natural Park, such groups constitute the most
influential sector in policy-making and educational bodies of the local and national
government. Furthermore, such sector comprise the bulk of individuals who can
contribute technical and financial support to the programs of the PAO.
 4.3.5 Chanel and Events

The PAO shall utilize all possible media for communication. These may include
visual audio, multi-media, and the web-based types. Several events like workshops and
meetings will be tapped for such purposes. Specially-designed trainings will be
conducted to equip PAO staff with the knowledge and skill essential for the conduct of
such events and for the development of communication materials.

5. COMMUNICATION OPERATIONAL PLAN

5.1 PAO Staff

The Lack of cooperation and teamwork among the members of the PAO
Personnel as well as te weak coordination between the PASu and the staff shall be
addressed

5.1.1 Within one year, significantly improve the coordination and teamwork
among PAO Personnel and between the later and the Protected Area Superintended

5.1.1.1 Strategies

a. Regular Consultations-consultation regarding activities and key decisions will

be held

b. Monitor Individual Performance – Every personnel shall be given and

individual assessment tool for the Protected Area Superintendent to check and for them
to see personally

Enhance work Ethics- Normative strengthening of personnel will be carried out to

firm individual commitment to work

5.1.1.2 On- gOing Activities

a. monthly management meetings

b. monthly reporting of personnel

5.1.1.3 Proposed Activities

a. Provide meeting Notices

b. Create Monthly Personnel report templates

c. Create quarterly personnel performance Monitoring Checklist

d. Create and review Monthly WOrkplan

 e. Hold quarterly seminar on public office ethics ( including personal
improvement planning)

5.2 Park Residents

5.2.1 Within one year, increase the knowledge of communities within and outsidr
the coe area of the park about the functions and responsibilities of the Protected Area
Office and the PAM

5.2.1.1 Strategies

a. PAOP Personnel Community Integration- both field and office based

personnel of the Protected Area will undergo a periodic community integration

b. Office ad PAO Office as Personality Development- the Protected Area

Superintended and the key staff of the Protected Area Office will be introduced to park
resident and community leaders

c. Develop and maintain IEC Materials- at least two IEC Materials will be
developed and regularly monitored by the PAO. These materials must be directly
accessible to the community members inside the core zones

d. Taking a lead role in major communication opportunities. That PAO will be the
institution leading the conduct of environmental campaigns and calendared activities.

e. On-going activities

A satellite PAO Office has recently been established at Don VIctoriano, Misamis
Occidental.

5.2.1.2 Proposed activities

a. 4 days monthly field visit for office based staff

b. Regular Community integration for field based staff (calendar)

c. Design, distribute and monitor suitable IEC materials

d. Appoint design Information Officer’

f. Opportunities-World Wetland Day, Water Day Celebration, Earth Day, Mt. Malindang
Week Celebration, Environment Month Celebration
5.3 Local Chief Executives/PAMB MEMBERS

5.3.1 Within one year, enhance the enthusiasm, commitment and cooperation of LCEs
and other members of the PAMB towards Mt. Malindang Range Natural Park

5.3.1.1 Strategies

a. Improving PAO Secretariat Function- the existing system of information

exchange between the Secretariat and PAMB Execom must be improved to
meet the information needs of PAMB members
b. Promoting LGU Best Practices- the PAO shall initiate the holding of activities aim
at recognizing and promoting LGU best practices in conservation and protection
of the park.
c. Develop and Maintain IEC Materials- An IEC material shall be developed
specifically for PAMB officials to provide the latter timely updates of PAO projects
and activities

5.3.1.2 Ongoing Activities

a. Preparation of Minutes of PAMB Execom and En Banc Meetings

b. Preparation and dissemination of invitation for PAMB Execom and En Banc
meetings
c. PAMB Execom Meeting
d. PAMB EnBanc Meeting
e. PAMB Sub-com Meeting

5.3.1.3 Proposed Activities

a. Ensure RSVP nature of invitations-follow-up invitations prior to actual meeting

schedules
b. Create invitation template and reply reform
c. Create ,distribute and monitor a special monthly IEC materials (newsletter)
d. Create special awards for remarkable LGU initiative that have direct impact
towards PAO and PAMB programs

5.4 External Community

5.4.1 Improve transparency of the Protected Area office in its program needs

5.4.1.1 Strategies

a. Developing communication product/identity- The PAO should develop

communication product symbolic of its vision and mission.
b. Exploring web based information exchange- Maximizing the internet as an
effective medium of sharing ideas an information with the external community of
donors, expert and policy makers will establish the PAO credibility among other
stakeholders
c. Engaging the Media. The PAO shall establish cooperation with the local media
community in the dissemination of communication messages towards the
different stakeholders of Mt, Malindang

5.4.1.2 Ongoing Activities

Although some media mileage have been done in the past including radio programs and
press release, there are no existing effort to promote transparency in the office

5.4.1.3 Proposed Activities

a. Create and utilize official logo

b. Create and maintain website

c. Create and disseminate a monthly e newsletter

d. Hold a media briefing after EXECOM meetings

e Develop paid radio and newspaper ads

f. Create and disseminate brochures

g. Design and disseminate posters

6. Communication and Coordination

6.1 Collaboration and Consultation

The PAO shall engage the DepEd of Misamis Occidental Division and DepED
Oroquieta Division through a formal of Understanding in the conduct of collaborative
effort to raise awareness of park residents

The PAO shall also exert efforts to encourage the participation of DILG, Provincial
Government and Non Government Organizations in the development and dissemination
of IEC materials

6.2 Provincial and Regional Communications

The PAO shall maintain close coordination and exchange of technical views with the
office of the RD and ARD for Management and Technical Services of DENR.

6.3 Horizontal Coordination

The Administrative department of the PAO shall lead in the conduct of activities
specified in this plan with the designated Information Officer as focal person
coordinating the input of information from different sections and offices within the PA
and preparation of output materials ready for dissemination.

6.4 Partnership
NGOs, private entities and separate government agencies possessing expertise and or
engaging in project falling within the park may be requested for a partnership agreement
by PAO for the conduct of communication activities

7. Sustaining a Communication Presence

To ensure a sustained communication presence, the PAO shall undertake continuing

activities after the period covered by this plan. The first step might be through the
conduct of evaluation using the evaluation plan and tools specific therein. The next one
would be the development of a new year-long communication plan may comprise an
ever broader issue than the one initially covered by this plan.

8. Evaluation Criteria of the Plan

The conduct of evaluation to measure the level of success or failure of this plan is to be
made simple to avoid complex approaches and results. Simple assessment tools such
as in-depth interviews and record analysis may be used to assess impacts and
outcomes

8.1 Expected Results

This plan hopes to develop the integrity of the PAO from its present state of perception
and acceptance by the communities, the members of the PAMB and the broader
populace with direct or indirect interest towards MMRNP.

Thus, by the end of the implementation period covered by this plan , the overall
integrity of the PAO has been significantly developed along with the increased level of
commitment, sense of ownership and participation of park residents, LGUs and other
stakeholders.

8.2 Evaluation of Communication

a. Has the coordination and team work among the PAO personnel and between the
latter and the PASu been improved to certain plausible level?.
b. Are the Community member within and outside of the park well informed and
knowledgeable about functions and responsibilities of the PAO?

c. Have the number of LCEs attending meetings, extending support and undertakings
own initiative relative to the conservation and protection of Mt. Malindang increased?

d. Have the transparency of the PAO in its program, financial management and finding
needs improved?

Appendix A.

Communication Event

Communication Events
Event Target Communic Chanel Timing Feedback
Audience ator Mechanis
m
1. Manageme All PAO PASu Meeting MemoMonthly Face to
nt Meeting Personnel Every 1st face
Monday
of the
Month
PASu Individual Monthly Monthly Face to
Staff Workplan/Perso (During Face
nnel Monthly
Accomplishmen Meeting)
t Report
2. Ethic All PAo External Workshop Quarterly Personal
Seminar Personnel Resource Notes and Improvem
and Person/Ass Reflection ent Plan
Managem t. PASu Quarterly
ent Personnel
Performance
Monitoring
Repo
3. Field Visit Office PASu Approved MOnhtly Face to
based Monthly Face
staff Workplan Experienc
e sharing
4. Community All Field PASu Approved 10-15 day Monthly
Integration Staff Monthly period/mo reports
Workplan nth
5 . Symposia in School PAO IO Presentation of Periodic Face to
Schools based Handouts/broch Face
 park ures
resident
6PAMB PAMB PAO Invitation Letter 1 week Perform
Execom Execom Information before the reply
Meetings Members Officer schedule sheets
PAO Follow up Call 1-3 days Call
Information before the response
Officer schedule
PAO Minutes of 3 days Comment
Information Previous after the s and
Officer Meeting meeting Erratum
7. Press Media PAO Invitation 1 week Perform
Briefing Information Letter/Paid ads before reply
Officer schedule sheet
8. PAMB En PAMB PAO Invitation letter 1 week Perform
Banc Information before reply
Meeting Officer schedule sheet
PAO Follow up call 1-3 days Call
Information before reponce
Officer schedule

Communication Opportunities

Audience December January February March April May

PAO
Personnel
Park
Residents
LCES/PAMB
Members
External
Community

Audience June July August September October November

PAO
Personnel
Park
Residents
LCEs/PAMB
Members
External
Community
Communication product Development Plan (Branding)

Audience/Objective Activity/Product Timing Responsibility/Approval

PAO Personnel 1. Create Monthly January Asst. PASu
Workplan and
Report Template
2. Create Quarterly
Personnel
Performance
Monitoring
Template
3. Prepare and
Post
Management
Meeting Notices
4. Prepare and
draft report to top
agencies
5.Review and send
report to top agencies
6. Collect and
review Personel
Plans
improvement
Park 7. Prepare Multi
media
presentation
Residents 8. Produce
handouts
9. Billboards
10. Create PAo
Information and
Designate an IO
LCES/PAMB 11. Newsletter
Members Circulation
 12. Create RSPV
Invitation Form
(Template)
13. Release of
Special Award
for Best Practice
Guidelines
a. Awarding
Ceremony
External 14. Official MMRNP
Community Logo

15. Educational Tour

16. Website
Maintenance
17. Brochures
18. E news letter
19. Print ad and
media briefing
notes