16.10.09

«Green» PR for the benefit of conservation areas
How to make «green» news interesting for mass media: the participants of the seminar-training were on both sides of journalism, the seminar-training was conducted on October 12-13, 2009, by the Educational-methodological center of the Kamchatka PA Association “Our Sphere”, supported by the UNDP/GEF Project “Conservation of Biodiversity of Kamchatka”.
For two days the employees of PA, teachers and students of Kamchatka universities were studying the components of image concept, rules of planning and assessment of efficiency of PR of organization, forms and principles of work with mass media.
 «In the conditions of abundance of mass media environmental materials are often moved to the middle ground by journalists. “Green news” have a chance to be published in mass media only if it is made in accordance with the laws of journalism», - considers Alexandra Filatkina, the PR coordinator of the Kamchatka/Bering eco-regional section of WWF, the leader of the seminar-training “PR as the instrument of formation of the positive image of PA”.
Participants of the seminar learned how to write press-release, develop communication strategy and organize press-conferences. Alyona Stratonova, the head of the information service of “Radio three”, told about the principles of selection of information for news broadcasts to the participants of training.
In the end of the training the group analyzed a few reports of environmental topic, that were in Kamchatka and central TV.
In the final questionnaires the participants of the seminar specially noted good format of training: it involved free discussions, expression of creativity and collective tasks.
 «PR – is a key element in the formation of positive image of conservation areas and the instrument of achievement of specific conservation objectives. We hope that the participants of the seminar will be able to apply in practice the knowledge, obtained in the process of training», - said Tatyana Oborskaya, the manager of the Educational – methodological center “Our Sphere”.
 
Alexandra Filatkina
The PR Coordinator of Kamchatka/Bering eco-regional section of WWF

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