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COMMUNICATING

EFFECTIVELY
Understanding FAO’s Corporate Communication Policy

Reviewing
the essential needs
and responsibilities
of the corporate
communication process. September 2016
2

Table of Contents
This document is an interactive pdf.

You can access resources, tools and additional information by


clicking on the buttons and images on each page.

03
How to use this Job Aid
04
Introduction

05
Five areas of effective communication
13
Type of tools

22
Contacts
27
Procedures

Contents How to back forward


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How to use this Job Aid


This job aid aims to provide general tips, examples
and links to guidelines and contacts to support
managers and their teams to communicate
effectively, and to put across the messages that
help the Organization achieve its priorities.

The sections of the PDF can be read individually


and in any order depending on the reader’s needs.

Use of buttons on pages:


You can click on the buttons below to move across
the document to specific locations.

All website screenshots are clickable!

Takes you to the table of contents. This button will direct you to in-house experts
to provide additional guidance.
t to each of the communication Takes you to
Takes you to procedures relinevan the last page Advances you
approaches/tools out lined this document. visited. to the next page.

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Why does FAO need to communicate?

The way we communicate is changing. > Read the Corporate Communication Policy and Strategy
To remain relevant, consistent and attentive
to its mandate, FAO must communicate effectively.

Essential to supporting the delivery of FAO’s


Strategic Framework is a set of Core Functions.
One of the key Core Functions – which are defined
as the critical means of action to be employed by
FAO to achieve results – is to advocate and
communicate at national, regional and global levels
in areas of FAO’s mandate. This is critical as the
objective of the Organization is to ensure that
within the areas of its mandate, countries at all
levels of development, particularly the poorest,
have access to the knowledge, public goods and
services they need. FAO must be an able
communicator to ensure that it is consistently and
effectively delivering on its mandate.

The effectiveness and credibility of the


Organization as a policy-making forum and unique
multilingual centre of excellence, knowledge and
technical expertise depends to a considerable
degree on its ability to communicate its work, and
to do it within a decentralized structure.

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Five areas of effective communication

06
Branding
08
Target audiences

09
Key messages
11
Communication functions

12
Communication approach and tools

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Branding
FAO has one brand: FAO.

Branding is a fundamental aspect that shapes the


perception and reputation of businesses and
organizations.

Through the various tools that we have at our


disposal - publications of all kinds, the web, social
media, presentations, photography, videos and
exhibitions - how we present ourselves and
communicate our messages is a crucial part of
gaining recognition from our target audiences for
the quality and integrity of the work of the
Organization. Branding and design can help clarify
what the Organization wants to say.

Before using the FAO logo, the Logo Policy should


be consulted. For any further questions, contact the
Logo Team at Logo@fao.org

> Download FAO logo in two lines

> Download FAO logo in three lines

> FAO logo covers for video use The FAO logo is available in 6 languages
> FAO logo policy and guidelines

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Branding
Key points and tips Corporate materials

We need to associate FAO with all of our activities High-profile corporate information materials include products
and avoid that the image of FAO is diluted by the such as: the corporate brochure, corporate video, and other key
existence of "sub brands“, as has occurred in the products aimed at raising awareness of FAO’s work.
past when projects, programmes or even teams
have developed logos for themselves. Branding is Branded products are dynamic communication tools that
core to effective corporate communication and increase the Organization’s visibility around the world.
should be consistent on all messages, through all Production of branded merchandise both in divisions or
mediums, for our target audiences. decentralized offices should be planned in consultation with
OCC to ensure consistency in visual identity, messaging, etc.
In the FAO Brand Management section on the
Intranet you will find different resources to assist Remember to consult the Logo Policy when using the FAO logo.
you in how to brand and present FAO according to The Logo Team is available to respond to any further queries.
the guidance materials provided by the Office for
Corporate Communication (OCC). These include Branded merchandise
guidelines on the use of the FAO logo; an FAO
overview PowerPoint presentation; House style to
follow when preparing FAO documents and
publications; and the FAO Terminology portal.

> FAO Brand Management

Should you have any additional questions or tool


needs you can contact OCC directly.

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Target audiences
Key points and tips

FAO needs to reach different target audiences with


tailored, corporate-level messages while varying
the media used to maximize effectiveness. Our
success in communicating our message globally
largely depends on our capacity to adapt the form
and content of that message.

Due account must be taken not only of an


audience’s particular characteristics, but also of the
local, regional or global context, while at the same
time ensuring that information is provided
according to the highest standards of accuracy and
quality, as befits a centre of excellence.

Target audiences
in this circle

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Key messages - Corporate messages


Key points and tips
Sub-messages
The breadth of FAO’s mandate and the scale and
• To eradicate hunger, FAO cannot work on its own. It must
complexity of its programmes raises the risk of the
Organization putting out too many different kinds of work together with governments, scientists, academia, civil
society and the private sector.
messages and their impact being diminished as a
consequence. • It is a political, ethical and moral scandal that today, in a world
that produces enough food for all, there are still some
FAO’s key messages are of various types: 793 million people going hungry.
•  Corporate messages.
•  Specific or time-bound messages.
•  Global, regional and/or local messages.

Corporate messages
•  “Hunger can be eradicated in our lifetime”.
The world has the resources needed to end hunger
and ensure food security and healthy and balanced
nutrition for all.
•  “Political will is essential”.
•  “The only acceptable number for hunger
in the world is 0”.

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Key messages - FAO’s five strategic objectives


Key points and tips

Strategic Objective 1:
Help eliminate hunger, food insecurity and malnutrition

Strategic Objective 2:
Make agriculture, forestry and fisheries more productive and
sustainable

Strategic Objective 3:
Reduce rural poverty

Strategic Objective 4:
Enable inclusive and efficient agricultural and food systems

Strategic Objective 5:
Increase the resilience of livelihoods to threats and crises

Gender, governance, nutrition and climate change – cut


across the five strategic objectives:
We recognize the key role that gender plays in hunger and
poverty eradication and in improving nutrition at the household,
community and national level.
Good governance is an essential element in creating the right
enabling environment to achieve hunger and poverty alleviation.
We aim to eliminate malnutrition in all its forms, as a basis for
good health and social and economic development.

Climate change is a threat to global food security. A concerted


response is vital to eradicating hunger, and a pre-requisite to
sustainable development. For more information see the Strategic Objectives Toolkit on the FAO Intranet.

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Communication functions
Key points and tips

FAO must be able to generate messages that are


both of general and specific interest and that are
recognizable by any of the audiences that make up
its overall public.

To achieve such recognition, all messages from


FAO must be capable of fulfilling six main
functions:

•  Inform
•  Explain
•  Engage
•  Make proposals for change
•  Facilitate participation
•  Mobilize resources and partnerships

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Communication approach and tools


Key points and tips

Communication is key to the coordination and


success of any organization. Being able to
communicate with the public is essential for a
technical entity such as FAO.

Where our message is understood, we can be


more successful in reaching our strategic
objectives. In the age of information, having access
to a variety of communication tools (for both niche
and popular audiences) enables FAO to share with
the world its commitment to the fight against
hunger.

Communication
approach/tools
in this circle

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Type of tools

14
FAO’s corporate website
15
Social media

16
Media productions and relations
18
Multimedia production

19
Publications
20
Outreach and awareness activities

21
Internal communication

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FAO’s corporate website


Key points and tips

FAO.org is the one and only reference for the


digital presence of the Organization.
All of FAO’s information contributes to a single FAO
online presence. Each section should therefore
apply quality criteria to reinforce the perception of
the Organization as a publisher of high quality,
expert, neutral, global technical information.
This includes:
•  A corporate visual identity, where the use of
other logos or specific branding is avoided.
•  Focused, clear and consistent messaging.
•  Content quality, providing concise information,
best practices in terms of web writing, and
targeting the needs and expectations of the
audience.
•  Appropriate language coverage, maintaining the
commitment of the multilingual distribution of
information in the six languages of the
Organization.
•  Fresh and pertinent information.
•  All information resources disseminated through
> FAO.org policy and guidelines
FAO’s website are stored in the FAO Document
Repository.

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Social media
FAO is using social media to highlight its work.
When using FAO’s social media tools, you should
make sure that your messages:

! Draw public attention to the plight of the hungry


and the work carried out by the Organization to
eradicate hunger.
! Promote greater awareness of FAO and
increase the public’s understanding of our role,
strengths, activities and impacts.
! Share FAO information and knowledge in order
to increase uptake of FAO-recommended best
FAO SOCIAL MEDIA
practices, policies, technologies, etc.
! Engage, where possible, in constructive
dialogue with the public, FAO partners, the
media and critics.
! Ensure donors know how FAO is putting their
money to effective use and help potential
donors understand the importance of our work.
! Drive traffic to FAO’s websites and resources.
! Be transparent and open, thus presenting FAO
as a credible partner by familiarizing partners
with its work.

> FAO social media policy

> FAO and social media quick guide

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Media production and relations


(new releases and media interviews)

Key points and tips Links to examples and tools

FAO Representatives and Managers at all levels, There are many different kinds of media productions, however,
whether at Headquarters or in decentralized in this document we will refer to news releases, media
offices, are expected to promote the image of the interviews, and Senior Officers’ Media Initiative in particular. If
Organization in their areas of responsibility by you would like to know more about the full range of Media
fostering good relations with the media and Productions and Relations and relevant procedures, see the
providing as much information as possible about dedicated section in the Corporate Communication Policy:
FAO’s activities. details.
> Communication policy
All FAO staff are expected to abide by these
general principles when engaging with the media: EXAMPLES TOOLS
•  Be honest and accurate in all communications.
•  Respond promptly to media requests and Global: “World hunger falls to under Empowering Approaches to
respect media deadlines. 800 million, eradication is next goal” Media Interviews
•  Protect confidential, classified, and non-public
information.
•  Avoid potentially defamatory comments against Regional: “Increased consuption The Media Interview: Do’s & Don'ts
of dairy products in Asia-Pacific is
any governments, organizations or individuals. good news for small farmers while
improving child nutrition”

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Media production and relations


(Senior Officers’ Media Initiative)

Key points and tips Links to examples and tools

The Senior Officers’ Media Initiative requires all > SOMI


FAO senior officers (P-5 and above) to produce at
least two key communication products (article,
open letter, interview, video, or other) per year, per EXAMPLES TOOLS
person.
“Let us become the Zero Hunger SOMI: 10 tips for writing.
Generation” by Mr Laurent
While both technical and non-technical media are Thomas, FAO Assistant Director-
accepted under this initiative, preference should be General.
given to divulging articles, as the intended “Gender Equality for a Zero What kind of
audience is the general public. Hunger Generation” by Ms Tacko communication products.
Ndiaye, Senior Gender, Equality
Ideally, these products should be published in both and Rural Development Officer of
the FAO Regional Office for Africa.
traditional media (paper, digital, TV, radio) and new
media (blogs, social media), such as the following:

•  General interest newspapers/magazines.


•  Agricultural newspapers/magazines/blogs.
•  Farmers, producers, fisher folk and other
associations’ communication tools.
•  Communication tools from NGOs, organizations,
societies.
•  Technical journals/magazines.

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Multimedia production
Key points and tips Webcasting: A webcast is a live video transmission of an event
which is either made available to the public on fao.org and via
The use of multimedia is a very effective way to social media channels, or shared throughout the Organization
communicate messages and can bring the public closer via an internal-only intranet page.
to understanding the work of the Organization.

Multimedia production includes: Links to examples and tools

Audio: Audio material can be used in a variety of ways FAO Mediabase (FAO’s Online digital photo archive)
to promote FAO projects. It can be packaged for use on a
project webpage for a decentralized office, offered to The FAO mediabase offers tens of thousands of images.
broadcasters as an audio resource, shared on social Click on the screenshot below and use the FAO mediabase to
media or used in one of the many ongoing audio projects browse, search and download photographs from our collection.
produced by OCC.

Photography: Photography is a particularly effective


medium for documenting, visualizing and engendering
understanding of the Organization’s work.

Video: A short video about a successful field project can


serve as a reminder of the people at the heart of FAO’s
work. Video material can also be featured online on
fao.org and shared via YouTube and other social media
channels.

QR Codes: A QR Code serves as a visual link to access


digital information on the Internet and can be read using
‘applications’ created for smartphones or tablets.

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Publications
Key points and tips Links to examples and tools

Publishing is a major activity for professional staff FAO Document Repository (FDR)
at headquarters and in decentralized offices.
It underpins FAO’s core functions and makes a The FDR stores and provides access to thousands of documents and
publications; valuable information on agriculture, food security and
significant contribution to the achievement of the
other essential areas of FAO's work.
Organization’s goals and strategic objectives.
FAO’s publishing programme encompasses a
growing variety of print and e-product types.
Marketing and dissemination channels are being
strengthened and expanded to ensure maximum
access and use by different target audiences.
Given the importance that the Organization
attributes to publications, the Publication
Workflow System (PWS) was implemented and
has become obligatory since January 2015 for all
FAO information products. The system is designed
as a tool to set quality control standards by
monitoring Publications throughout the
Organization as well as enabling different units to A “how to” manual on publications, including information on the
prepare publications in a more holistic manner. It PWS and the FDR, is available here.
incorporates internal departmental clearance
processes as well as checkpoints for OCC review > FAO publishing “how to” quick guide
and registration. The PWS is the only approval
mechanism for publications across the See also the PWS homepage and manual for further information.
Organization.
> PWS homepage

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Outreach and awareness activities


Key points and tips Links to examples and tools

Outreach and social marketing are core areas of FAO’s World Food Day
corporate communication activities, as a means to
promote the Organization’s key messages to the general
public and to ensure that these messages reach the right
audience, at the right time for maximum impact.

Raising awareness is key to the success of FAO’s


mission. Sensitizing the public as well as the
Organization’s partners, through global campaigns, the
engagement of prominent personalities, events, awards,
and specialized marketing and advocacy activities
contributes to increasing FAO’s credibility and reputation.
It makes our work more effective and transparent and FAO Awards
increases recognition of the FAO brand.

FAO organizes and promotes global corporate


campaigns, such as the annual celebration of World
Food Day and the Professional Football against Hunger
campaign. The FAO Awards, the Goodwill Ambassadors
Programme, and events such as UN International Years,
also feature among FAO’s outreach activities.

FAO’s corporate campaigns are managed by the Office


of Corporate Communication (OCC). Any proposals for
campaigns should be submitted to OCC in order to
assess their outreach potential.

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Internal communication
Key points and tips Links to examples and tools

The intranet is the main platform for internal FAO intranet and internal communications.
communication in FAO.
It is a space where employees can exchange or
provide information through the various sections on
the Intranet Homepage.
The sections cover a broad range of information
products and tools, including:
-  articles and interviews highlighting activities,
events, ongoing HR issues and related
administrative decisions and/or changes to policy
-  announcements concerning events, meetings,
special interest items and notices for staff on
administrative, infrastructure and service issues
-  a forum where all FAO employees can share
information, post queries, express concerns or
generally have their say on current FAO-related
matters
-  news and stories from the field and
decentralized offices
-  as well as a common space for all FAO
employees at all locations to advertise items of
interest to colleagues

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Contacts

23
Corporate communication
25
Technical departments
and Strategic Programmes

26
Regional offices

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Contacts - Corporate communication


(by theme)

FAO’s corporate website

OCCI (Internet and Internal Communications Branch) SOMI Team


Claudia Nicolai , Officer in Charge, Internet and Internal E-mail: FAO-Articles@fao.org
Communications
E-mail: Claudia.Nicolai@fao.org SOMI Website
Web: Link
Web Team
E-mail: Web@fao.org
Multimedia productions

Social media OCCM (Media Relations Branch)

OCCI (Internet and Internal Communications Branch) FAO Photo Library and FAO News Flickr account
E-mail: Photo-Library@fao.org
Social-Media
E-mail: Social-Media@fao.org Video support
E-mail: FAO-Video@fao.org

Media productions Audio support


E-mail: FAO-Audio@fao.org
OCCM (Media Relations Branch)
Erwin Northoff, Chief, Media Relations QR-codes Team
E-mail: Erwin.Northoff@fao.org E-mail: QR-Codes@fao.org

@FAONews Team Audiovisual Services in meeting rooms at HQ


E-mail: George.Kourous@fao.org; Andrea.Concer@fao.org E-mail: Audiovisual-Services@fao.org

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Contacts - Corporate communication


(by theme)

Publications
Outreach and awareness-raising activities
OCCP (Publications and Library Branch)
Pedro Javaloyes, Officer in Charge, Publications and Library OCCO (Outreach and Promotions Branch)
E-mail: Pedro.Javaloyes@fao.org Clara Velez Fraga, Officer in Charge, Outreach and Promotions
E-mail: Clara.VelezFraga@fao.org
Document-Repository
E-mail: Document-Repository@fao.org FAO-Awards Team
E-mail: FAO-Awards@fao.org
Publication Workflow System (PWS)
E-mail: PWS-Support@fao.org World-Food-Day Team
E-mail: World-Food-Day@fao.org
Rights
E-mail: Copyright@fao.org Goodwill Ambassadors Team
E-mail: GoodwillAmbassadors@fao.org
Sales
E-mail: Publication-Sales@fao.org EU Visibility Clearance
E-mail: FAO-EU-Visibility-Clearance@fao.org

Corporate materials and Branding Internal communications

OCCI (Internet and Internal Communications Branch) OCCI (Internet and Internal Communications Branch)
Internal-Communications Team
E-mail: Internal-Communications@fao.org Internal-Communications Team
E-mail: Internal-Communications@fao.org
Logo Team
E-mail: Logo@fao.org

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Contacts - Technical Departments & Strategic Programmes


Strategic Programmes Technical Departments

SP1 Raffaella Rucci, Strategic Programme Deputy Director-General Natural Resources (DDN)
Communication Coordinator, OCC Tina Farmer, Communication Coordinator, DDND
E-mail: Raffaela.Rucci@fao.org E-mail: Tina.Farmer@fao.org

SP2 Nicoletta Forlano, Strategic Programme


Communication Coordinator, OCC
E-mail: Nicoletta.Forlano@fao.org

SP3 Denise Martinez, Strategic Programme


Communication Coordinator, OCC
E-Mail: Denise.Martinez@fao.org

SP4 Kimberly Sullivan, Strategic Programme


Communication Coordinator, OCC
E-mail: Kimberly.Sullivan@fao.org

SP5 Anne De Lannoy, Strategic Programme


Communication Coordinator, OCC
E-mail: Anne.Delannoy@fao.org

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Contacts - Regional offices

Regional Office for Africa (RAF)


Liliane Kambirigi, Regional Communication Officer
E-mail: Liliane.Kambirigi@fao.org

Regional Office for Asia and the Pacific (RAP)


Allan Dow, Regional Communication Officer
E-mail: Allan.Dow@fao.org

Regional Office for Europe and Central Asia (REU)


Sharon Lee Cowan, Regional Communication Officer
E-mail: SharonLee.Cowan@fao.org

Regional Office for Latin America and the Caribbean (RLC)


German Rojas, Regional Communication Officer
E-mail: German.Rojas@fao.org, RLC-Comunicacion@fao.org

Regional Office for the Near East and North Africa (RNE)
Issam Azouri, Regional Communication Officer
E-mail: Issam.Azouri@fao.org, RNE-Communications@fao.org

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Procedures

28
Communication quick guides
29
Branding and corporate materials
29
FAO’s corporate webpage

30
Social media
30
Media productions and relations

31
Multimedia production
33
Outreach and awareness activities

34 34
Internal communication
Publications

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Procedures
How to: FAO Communications Quick Guides

The following pages outline the main procedures to follow when using FAO’s Corporate Communication tools. For more
up-to-date information, you are invited to view the How to: FAO Communications Quick Guides on the OCC intranet.

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Procedures
Branding and corporate materials FAO’s corporate webpage
Conceptualization and production of materials by The corporate pages available through the top navigation menu and
departments and decentralized offices, including those the FAO homepage are the entry point for users reaching FAO.org.
related to projects, should be done in consultation with The purpose of these pages is to show authoritative content and
OCC to ensure consistency in format, style, visual identity information on a specific subject, in summary form, ensuring they are
etc. easy to read and navigate.
Resourcing and division of labour are decided on a case- They are also used to promote content and information from FAO
by-case basis. As communication material does affect units and decentralized offices, for example a success story about a
FAO’s image as a brand, the principles mentioned on project can be published in the section "In Action", while a partnership
page 6-7 in this document should be kept in mind at all story can be inserted in the section "Partnerships". News and
times. important developments in the field of statistics can be featured in the
More information on FAO Brand Management can be section "Statistics" and recent publications can be promoted through
found on the Intranet: the section "Publications". The feature bar and “In Depth” section on
the FAO homepage can be used to promote highly relevant
information about the strategic areas of work of the Organization.
> FAO Brand Management Content about topics can be inserted in dedicated web pages in the
section “Themes”, where links to technical sites and additional
resources can be provided.
For specific needs (events, projects, initiatives, new applications/tools)
new websites would need to be considered. In these cases, the units
should contact OCC before undertaking any web development.
More information can be requested from the web team at
Web@fao.org.

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Procedures
Social media Media productions and relations (corporate news releases)

Employees or units wishing to communicate via After agreeing internally on key messages, OCC should be contacted
Facebook, Flickr, Google+, Instagram, LinkedIn, to discuss the proposed news release – this should occur well before
SlideShare, SoundCloud and YouTube should refrain the envisioned release date. OCC will provide input on messages and
from creating their own accounts and instead contact how best to communicate them via a news release.
OCC to discuss how to feed information and other
If a release is agreed, senior management in the department should
content through the existing official FAO accounts. OCC
be informed and in agreement with the proposed release, and should
colleagues can be contacted via Social-Media@fao.org
therefore be briefed on planned messages.
For more information such as ground rules, use of
OCC will assign a media officer to generate a draft text. Technical staff
social media for personal use and other issues, refer to
should make themselves available to share information and brief the
the Social Media Policy on the OCC intranet or contact
writer on key information and context. Following initial drafting and
the social media team.
approval in OCC, the text will be sent to the department or division for
To request sharing of material via the @FAOnews technical clearance. Technical clearance is intended to ensure that the
Twitter account, contact @FAOnews team in OCC information contained in a release is accurate and technically correct
putting OCCI in copy. and that political sensitivities are adequately accounted for. The
construction, angle and style of a news release are OCC’s
To request sharing via other Twitter accounts or general
responsibility.
support in the use of Twitter, contact
Social-Media@fao.org The list of people who should clear the release should include the lead
technical officer, the service chief, divisional director, and finally the
departmental Assistant Director-General (ADG).
The same applies for news releases issued in decentralized offices
where OCC responsibilities rely on the country-level communication
officer, in coordination with the regional communication officer.

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Procedures
Media productions Media productions and relations
(media interviews) (Senior Officers’ Media Initiative - SOMI)

Ideally, media officers, either at OCC or GCN, should be the Efforts should be made to publish at all levels and where most
first point of contact for all media inquiries. They will identify appropriate and effective: global, regional, national and/or local levels.
appropriate technical officers and put them in direct contact Communication products can be produced in any language, including
with the journalist concerned. OCC/GCN will provide local ones, in order to make the information as accessible as possible
information on the journalist’s interest and the timeframes to all target audiences and stakeholders.
involved.
For details on workflow and procedures for this initiative, please refer
It is not often possible to request questions in advance.
to the SOMI website
However, staff who are contacted directly by a journalist
without any previous contact may respond immediately on > SOMI
questions related to their areas of expertise and knowledge
and which they deem non-sensitive. They should make note
Multimedia productions
of the name of the journalist, their organizational affiliation
and contact details. This information should be transmitted Webcasting
to OCC with the staff member’s supervisor in copy.
An email should be sent to Audiovisual Services to request
If the inquiry is beyond a staff member’s area of webcasting services: Audiovisual-Services@fao.org
competence, they should refer the caller to an OCC/GCN
OCC should be advised of the webcast in order to get the webcast
media officer.
page on internet and/or intranet ready, and allow for coverage via
Subsequent contacts between journalists and technical social media as well as potential news coverage; this may be done by
officers do not require media officers as intermediaries, and keeping both OCCI and OCCM in copy when contacting Audiovisual
technical staff are encouraged to become regular expert Services.
sources of information for journalists. However, OCC/GCN
media officers, as well as the individual’s supervisor should
be kept informed of such contacts.

> Empowering approaches to media interviews

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Procedures
Multimedia productions
The Audio Unit manages a global distribution list of radio
Audiovisual broadcasters in need of free broadcast quality audio content.
Distributed audio content includes interviews, sound bites, and
OCC has overall responsibility for all FAO corporate audio- conference tape. All audio produced by a particular office or team
visual products. Technical units or decentralized offices should be sent to the Audio Unit to ensure quality, and that it is
provide input, participate as interviewees, and are
uploaded into the audio-visual archive. This will also allow for
responsible for fact-checking the technical accuracy of audio-
distribution on social media and further use within FAO corporate
visual products.
audio productions.
FAO corporate audio-visual products are stored in our
extensive audio and video archive, which houses footage, Photography
interviews, as well as audio and video productions relating to
FAO’s work and mandate since its foundation. OCC has overall responsibility for all professional FAO photographic
For specific audio-visual productions related to their own production, including field missions documenting FAO projects as well
fields of expertise and/or areas of influence, technical units as photo coverage at headquarters.
and decentralized offices can produce their own audio-visual Official in-house photographic production of FAO events and needs at
pieces, but must ensure the quality of the product and its headquarters is arranged through the FAO Photo Library. Requests
alignment to FAO’s corporate image and corporate should be sent in advance to the FAO Photo Library for scheduling
messages. To avoid overlap and ensure cost-effectiveness, and back-charging: Photo-Library@fao.org Finally, OCC can provide
plans for productions must be sent in advance to advisory or consultancy services with regard to issues relating to
FAO-Video@fao.org or FAO-Audio@fao.org. The units are photography use.
also available to provide technical advice in order to facilitate
productions. OCC is also responsible for the collection and screening of the images
provided by FAO staff who share them through the FAO of the UN
The Video Unit maintains a global distribution network Flickr account. Once OCC has checked that the material meets the
including broadcasters, TV new agencies and social media, quality criteria, it will also be responsible for its upload on Flickr. FAO
including an official FAO YouTube channel. OCC maintains staff who would like to publish media material through the FAO of the
final responsibility for uploading video productions and UN account should check whether their product meets requirements
ensuring quality of any video material when publishing and before submission by consulting the social media team:
sharing via corporate channels. Social-Media@fao.org

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33

Procedures
Outreach and awareness-raising activities

World Food Day


OCC’s Outreach and Promotions branch (OCCO) coordinates OCCO is responsible for collecting and processing applications,
all matters connected with World Food Day, including the coordinating the selection process, and organizing the awards
celebrations at headquarters, the generation of the visual ceremony, in consultation with relevant FAO departments or the RBAs.
identity and slogan, the marketing plan and guidelines, the Contact: FAO-Awards@fao.org.
electronic, digital and print communication materials, and the
guidance and assistance to decentralized offices. Contact: FAO Goodwill Ambassadors Programme
World-Food-Day@fao.org In collaboration with the FAO country offices or technical divisions,
OCCO coordinates FAO’s Goodwill Ambassadors, who act at global,
Social Marketing for Resource Mobilization and regional and national level and promote general or special issues
Partnerships related to food security. Contact: GoodwillAmbassadors@fao.org
OCC’s Outreach and Promotions Branch is also responsible
for marketing the resource mobilization efforts of the Exhibits and group visits
Organization. Additionally, any visibility plans presented as Exhibition space and exhibits produced at headquarters are managed
part of agreements with the European Union, FAO’s largest by OCCO. Major exhibits in other regions of the world should be
donor, should also be cleared by OCCO, via planned in consultation with OCC to ensure consistency in the use of
FAO-EU-Visibility-Clearance@fao.org the FAO logo and messaging. OCCO also manages group visits
(students or others) to FAO headquarters including any guided tours
FAO Awards or presentations requested by the groups. See the “Visit Us” section
There are three type of FAO Awards events: The FAO on the corporate website for more information.
Conference awards, the FAO Country Awards and the Rome-
based Agencies Award. Zero Hunger Challenge
The formal call for nominations or applications for the FAO The Zero Hunger Challenge campaign is coordinated by the Office of
Conference awards and the Rome-based Agencies Award is the UN Secretary-General and the UN Department of Public
made through a Director-General’s Bulletin. Information. FAO’s communication efforts in support of the Challenge
is the responsibility of OCC.

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34

Procedures
Publications Internal communications

All FAO publications and information products, including The intranet is managed and maintained by OCC.
meeting documentation must be collected, stored and
To learn more about specific procedures for intranet use and other
published in the FAO Document Repository (FDR).
internal communications, information can be found at the three links
All products (excluding meeting documentation and agendas)
below. Contact the intranet unit at Internal-Communications@fao.org for any
must be inserted in the Publication Workflow System
further information needs.
(PWS) in order to be granted a Job No.
> FAO intranet
All materials submitted to the PWS will be deposited and
published in the FDR automatically; upon publication, the > FAO workspace
Originator of the information will receive permanent urls for
use on webpages or distribution. > FAO internal communications quick guide

FAO information created prior to 2015 or that does not meet


the criteria for inclusion in the PWS, should be uploaded into
the FDR by the Originator, or alternatively, sent to the FDR at
Document-Repository@fao.org for online publishing.
Similarly, meeting documentation should be sent directly to
the FDR.
For training or questions on the FDR, please contact the FDR
team. For training or questions regarding the PWS, please
contact the PWS team at PWS-Support@fao.org

For Rights issues (co-publications, translations, etc.) contact


the Rights team at Copyright@fao.org

> PWS homepage

> PWS manual (EN)

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