Comunicaciones Estratégicas para los Procesos de Planeamiento Nacional en Adaptación (PNA)

The document outlines a strategic approach to communications for National Adaptation Plan (NAP) processes, focusing on four key pillars: prioritizing audiences, developing tailored key messages, identifying appropriate communication channels, and establishing metrics to measure impact. It argues that clear communication is essential for engaging government decision-makers, civil society, and the private sector to ensure adaptation priorities reflect stakeholder views and to support the implementation and monitoring of climate actions.

• Strategic communications for the NAP process should be an iterative approach that aligns with the planning, implementation, and monitoring and evaluation (M&E) stages. This involves a consistent cycle of prioritizing audiences, developing key messages, identifying communication channels, and choosing metrics to measure impact.
• Prioritizing audiences requires recognizing that target groups change depending on the NAP stage. For instance, government decision-makers are often the priority during planning, whereas civil society and the private sector become more critical during implementation. The document suggests using an Influence-Interest grid to map these stakeholders.
• Key messages must be adapted to the target audience's values and technical level, generally remaining concise and avoiding jargon. To make messages more impactful, they should be supported by statistics on climate impacts, human-interest stories to reduce abstraction, and memorable phrases or slogans.
• The selection of communication channels should be based on the media habits of the priority audience and their geographic location. Policy briefs and print media are suggested for government officials, while radio, television, and social media are more effective for civil society. New media (podcasts, blogs) offer opportunities for dialogue but carry risks of negative reactions.
• To evaluate the effectiveness of communication activities, the document recommends using SMART criteria (specific, measurable, achievable, relevant, and time-bound) for objectives. Metrics should be channel-specific, such as website visitor counts or email open rates, while public surveys can monitor progress in awareness and behavioral change.

APA

Ledwell, C. (2018). Comunicaciones Estratégicas para los Procesos de Planeamiento Nacional en Adaptación (PNA). NAP Global Network. https://napglobalnetwork.org/wp-content/uploads/2018/01/napgn-es-2018-strategic-communications-for-nap-processes.pdf

Chicago

Ledwell, Christian. Comunicaciones Estratégicas para los Procesos de Planeamiento Nacional en Adaptación (PNA). NAP Global Network, 2018. https://napglobalnetwork.org/wp-content/uploads/2018/01/napgn-es-2018-strategic-communications-for-nap-processes.pdf.

Wikipedia

{{cite report |last1=Ledwell |first1=Christian |title=Comunicaciones Estratégicas para los Procesos de Planeamiento Nacional en Adaptación (PNA) |publisher=NAP Global Network |date=February 2018 |url=https://napglobalnetwork.org/wp-content/uploads/2018/01/napgn-es-2018-strategic-communications-for-nap-processes.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{ledwell2018comunicaciones, author = {Ledwell, Christian}, title = {{Comunicaciones Estratégicas para los Procesos de Planeamiento Nacional en Adaptación (PNA)}}, institution = {NAP Global Network}, year = {2018}, month = feb, url = {https://napglobalnetwork.org/wp-content/uploads/2018/01/napgn-es-2018-strategic-communications-for-nap-processes.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }