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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.
03
How to use this Job Aid
04
Introduction
05
Five areas of effective communication
13
Type of tools
22
Contacts
27
Procedures
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.
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.
06
Branding
08
Target audiences
09
Key messages
11
Communication functions
12
Communication approach and tools
Branding
FAO has one brand: FAO.
> FAO logo covers for video use The FAO logo is available in 6 languages
> FAO logo policy and guidelines
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.
Target audiences
Key points and tips
Target audiences
in this circle
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”.
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
Communication functions
Key points and tips
• Inform
• Explain
• Engage
• Make proposals for change
• Facilitate participation
• Mobilize resources and partnerships
Communication
approach/tools
in this circle
Type of tools
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FAO’s corporate website
15
Social media
16
Media productions and relations
18
Multimedia production
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Publications
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Outreach and awareness activities
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Internal communication
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:
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”
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.
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.
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
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.
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
Contacts
23
Corporate communication
25
Technical departments
and Strategic Programmes
26
Regional offices
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
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
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
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
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
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
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.
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.
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.
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.
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
Procedures
Outreach and awareness-raising activities
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
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