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Communication Strategy


The United Nations Environmental Program (UNEP) is a global organization that sets the environmental agenda for nations across the globe. The organization aims at providing both leadership and collaboration in environmental care through inspiratio...Read More


~Posted on Aug 2019

Communication Strategy

The United Nations Environmental Program (UNEP) i...

The United Nations Environmental Program (UNEP) is a global organization that sets the environmental agenda for nations across the globe. The organization aims at providing both leadership and collaboration in environmental care through inspirations, informing and encouraging sustainable utilization of the environment. The communication strategy for this organization provides support for the organization in such areas as climate change, conflicts and disasters, waste and hazardous substances, ecosystem management, resource efficiency as well as environmental governance.  This organization mainly focuses on the issue of climatic change. Clark (2007).

The communication strategy of UNEP is guided by some critical pillars on which it works. One of these pillars is reaching out the message to the masses. An effective communication strategy is expected to provide education as well as inspiration. Once the masses are informed and knowledgeable, they are empowered and given the sense of belonging, they, therefore, can take part in the process of decision making (Bindra, 2008).

Innovation is another pillar that is used to guide the UNEP’s communication strategy. The organization aims at providing products and services in a very innovative approach. The products must leave the masses with an “Aha” feeling. For instance, the organization has for many years been able to use sports as a strategy to reach the youths. They also involve in activities and stories that create an emotional appeal to the masses, for instance, The International Children’s Painting Competition.  These activities will also carry environmental messages with them

Technology is another pillar used in UNEP’s communication strategy. For instance, the organization has a website that reaches millions of people every month. This website is being used to feature videos, documentaries, and other multimedia materials. UNEP also uses the website to measure the impacts of their efforts. This is achieved through website media exposure visits, phone calls, and partnership requests among others (Isenmann, Bey, & Welter, 2007).

Bindra discusses how innovative communication processes have been of help to the United Nations Environmental Program (UNEP) to resolve the issue of reaching out to the audiences. The organization, for instance, has been able to reach so many youths across the United Nations member states through the use of sports activities as well as contests. The top reason why Bindra holds this stand is because these activities other than being unique, they create an emotional appeal to the masses. A second reason why Bindra holds this position is that through the use of technology, UNEP is able to measure its performance through such technologies as a corporate website. Bindra also believes that innovative communication has helped the organization expose itself effectively through the sharing of videos, documentaries and other materials with the masses.

Analyzing the UNEP Communication Strategy

The UNEP uses a well-established communication strategy that enables successful organizational operations. For instance, the organization recognizes the specific members of the population among their target audiences and device the activities that can reach them massively, for instance, using sports to reach the youths. The use of technology to reach the audiences is also a very strategic measure. This is because technologies such as websites are able to reach many people with ease.  Creating innovative products and services also plays a great role in the effectiveness of the communication strategy. This is because the uniqueness of the products is likely to not only attract many people but also make the organization stand out among the rest. The innovative communication by UNEP has therefore played a very important role in maintaining the image and the reputation of the organization to the masses.

Integrating UNEP Communication Strategy in my working Organization ~

The communication strategy used by UNEP can also be integrated into my former organization for better performance. For instance, providing the masses with unique products and using innovative methods to present the brand of the organization. My former organization can also introduce the use of technology as a way of reaching out to the people. Technology has been the most reliable form of operations in the modern world, and more so in communication. For instance, my former organization implements the introduction of a corporate website in order to reach out to the audiences without a big hassle. This will also improve the relationship between the organization and the clients as well as the prospects. The involvement of the communities in the operations of the organization can also be of great help to the effectiveness of the communication strategy of this organization. This is because it familiarizes the masses with the organization’s brand and therefore greater influence.

In conclusion, the communication strategy is a very important part of an organization. This is because it provides an opportunity for any organization to evaluate the current position in terms of communications. This helps in proper establishment of the objectives and goals as well as establishing a reasonable program. This provides guidelines for an organized communication that is not there to just react to the upcoming events. 

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