Tracking System

PI-11 - In progress

PI-11 CREATE A LONG-RANGE COMMUNICATIONS PROJECT ON THE SAN JUAN BAY ESTUARY, TO INCLUDE SOCIAL MEDIA AND A METHOD TO MEASURE KNOWLEDGE ABOUT THE ECOSYSTEM

 

Update 2017: Over the past few years there has been a growing momentum on social media and the media in the estuary. We hired communications contractor Mr. Elvian Martinez and then Ms. Tamaris Fournier, that included public participation events were covered by more than one media agency (Estuary 360, Gardens and Murals, and PR Water Quality Monitoring Day). The organization has increased its media presence by appearing in different newspaper, radio and TV interviews and has established a following on Facebook of 21,000 starting from 4,000 in 2012. A series of videos documenting SJBE environmental resources, VISTA group work at the communities, restoration events, and other photographic documentation of VISTA project and SJBEP projects and communications were published. We also established the Estuario TV YouTube channel.

 

Strategies:

11.1 Hire a full-time person dedicated to designing new social-media strategies for the SJBEP and to implementing those strategies. Participants in implementation: SJBEP (principal)

 

Implementation: Short-term

 

11.2 Carry out a needs study to identify the attitudes, perceptions, and scope of knowledge held by interest sectors and the public as to the San Juan Bay Estuary, its values, resource management, environmental protection and improvement. The study will include a survey, focus groups, and a multi-sectoral dialogue. This action should be implemented so that it will be representative of the attitudes, etc., of the various communities within the SJBE. Participants in implementation: SJBEP (principal), UPR-RP School of Communications, external evaluators with experience in social communication or marketing

 

Implementation: Short-term

 

11.3 After the study is complete, a report should be generated with an analysis of the results and a proposal for a plan for strategic communication, for approval by the SJBEP. Participants in implementation: SJBEP (principal), UPR-RP School of Communications, external evaluators with experience in social communication or marketing

 

Implementation: Short-term

 

11.4 Revise and implement the strategic plan for social communication on the Estuary based on the Estuary Program’s objectives. This plan should include both traditional and non-traditional media (webpages, viral campaigns in the social media, radio and TV spots, newspaper ads, etc.). It should also include strategies for managing crisis situations that strike the Estuary (e.g., oil spills). Participants in implementation: SJBEP (principal), UPR-RP School of Communications, specialists with experience in social communication or marketing

 

Implementation: Short and medium-term

 

11.5 Incorporate social media into the SJBEP’s current communications channels in order to strengthen the Program’s efforts and attract younger segments of the population who prefer these media. Participants in implementation: Contractors with experience in designing social media campaigns, SJBEP

 

Implementation: Short-term

 

11.6 Create an interactive space on the SJBEP webpage to answer questions, take suggestions from members of the community, organizations, or elected officials. Participants in implementation: Contractors with experience in designing social media campaigns, SJBEP

 

Implementation: Medium and long-term

 

11.7 Create/design public service campaigns that can be adapted to a range of communications media, audiences, and communications channels, to encourage conservation and restoration of estuary resources. Participants in implementation: SJBEP (principal), UPR-RP School of Communications, communicators, professional public-relations specialists with experience in the environmental field

 

Implementation: Medium-term

 

11.8 Use the watercraft and/or docks of the Marine Transport Authority (ATM, for its initials in Spanish) in San Juan Bay as a vehicle for the SJBE’s conservation message. Participants in implementation: SJBEP (principal), UPR-RP School of Communications, communicators, professional public-relations specialists with experience in the environmental field

 

Implementation: Short-term

 

11. 9 Develop a pilot project to use the arts (theater, music, dance, painting and sculpture, etc.) as a method for exposing the various publics in the SJBE watershed to the subjects/problems of the ecosystem. Participants in implementation: School of Plastic Arts, Conservatory of Music, Andanza, Taller de Otra Cosa, SJBEP, Institute of Puerto Rican Culture, Central High School for the Visual Arts, Free School of Music

 

Implementation: Medium-term