Les communications stratégiques pour les processus de plans nationaux d’adaptation (PNA)

The document outlines a strategic approach to communications for National Adaptation Plan (NAP) processes, emphasizing the need to tailor messages and channels to diverse stakeholders. It details a four-step iterative process: prioritizing audiences using tools like the influence/interest matrix, developing concise and targeted key messages with supporting evidence (statistics, lived stories, and slogans), selecting appropriate communication channels based on audience media habits, and establishing SMART criteria to measure impact. The briefing argues that strategic communication ensures stakeholder views are reflected in prioritized adaptation measures and improves the mobilization of citizens throughout the NAP cycle.

• Strategic communications in the NAP process involve a continuous long-term strategy and short-term campaigns that can support different stages: the start and development of the NAP, the implementation of adaptation measures, and the communication of results during monitoring and evaluation.
• Prioritizing audiences is essential because different stakeholders are critical at different stages; for example, government decision-makers are priorities during planning, while civil society and the private sector are more critical during implementation.
• The document recommends using an influence/interest matrix to map stakeholders, helping identify who is already a champion of the NAP, who can be persuaded to support it, and who needs to be kept informed.
• Key messages should be concise, avoid technical jargon unless the audience is technical, and be supported by statistics, authentic lived stories, and memorable slogans to make climate change less abstract.
• Communication channels must be selected based on the media habits of the target audience and their geography; for instance, policy briefs for government officials, radio and social media for civil society, and internet-based media for international audiences.
• To evaluate the impact of communication campaigns, objectives should follow SMART criteria (specific, measurable, attainable, realistic, and time-bound), with measurement criteria established before activities begin.

APA

Ledwell, C. (2018). Les communications stratégiques pour les processus de plans nationaux d’adaptation (PNA). NAP Global Network. https://napglobalnetwork.org/wp-content/uploads/2018/01/napgn-fr-2018-strategic-communications-for-nap-processes.pdf

Chicago

Ledwell, Christian. Les communications stratégiques pour les processus de plans nationaux d’adaptation (PNA). NAP Global Network, 2018. https://napglobalnetwork.org/wp-content/uploads/2018/01/napgn-fr-2018-strategic-communications-for-nap-processes.pdf.

Wikipedia

{{cite report |last1=Ledwell |first1=Christian |title=Les communications stratégiques pour les processus de plans nationaux d’adaptation (PNA) |publisher=NAP Global Network |date=February 2018 |url=https://napglobalnetwork.org/wp-content/uploads/2018/01/napgn-fr-2018-strategic-communications-for-nap-processes.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{ledwell2018les, author = {Ledwell, Christian}, title = {{Les communications stratégiques pour les processus de plans nationaux d’adaptation (PNA)}}, institution = {NAP Global Network}, year = {2018}, month = feb, url = {https://napglobalnetwork.org/wp-content/uploads/2018/01/napgn-fr-2018-strategic-communications-for-nap-processes.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }