Environmental conservation is crucial for safeguarding natural resources, biodiversity, and the environment. Effective communication plays a vital role in this effort, enabling conservation professionals to share their research and insights with the public, policymakers, and other scientists. In India, where conservation challenges are many and diverse, conservation communication is vital for the success of (current and future) conservation efforts. From protecting endangered species and preserving natural habitats, to raising awareness about environmental issues and advocating for policy changes, there are a wide range of conservation efforts underway in the country. Effective communication in conservation science involves presenting information in a clear, accurate, relevant, and engaging manner, which is essential for conveying the importance and impact of these efforts, while ensuring that the right messages reach the right audiences.
I began drafting this blog approximately three months after beginning this new role. At that time, I attempted to map out the potential responsibilities and understand the unique aspects of this communication role compared to others. However, the draft sat unused for an extended period. A colleague once mentioned that writing serves as a way to document thoughts for future reference. Now, after a year in this role, I have a clearer understanding of its significance to me and in context. In the coming year, I hope to continue learning and growing in understanding.
Mapping the Conservation Communications Role at TfW.
In communications, it is important to narrow the scope of work based on the intended audience and the available medium. This ensures that the message is tailored to the specific needs and interests of the audience, and that it is delivered in the most effective way.
When determining the scope of work, the first step is to identify the purpose of the communication. What is the message that needs to be conveyed, and to whom? Understanding the intent of the communication helps focus the content and determine the most appropriate medium for delivery. Next, the audience and the medium that will be used to reach them is to be considered. Will the communication be directed at a general public, a specific group of stakeholders, or a single individual? Will it be delivered through a website, a social media platform, in a virtual/ in-person meeting, or some other medium? The choice of medium is dictated by the needs and preferences of the audience, as well as the resources and capabilities at disposal at the organisation.
By taking the time to carefully consider the intent and access to medium, one can narrow the scope of work in communications and ensure that the message is delivered effectively and efficiently. This can help to maximise the impact and effectiveness of the communication, and achieve the desired results.
Accessibility is a huge part of communication, especially via social media, because it allows for a wider audience to be able to use and engage with the platforms. This includes ensuring the platforms and their content are accessible to people of all abilities, as well as those using various devices and internet connections. For instance, social media platforms can enhance content accessibility by offering features like closed captions for videos, alt text for images, and adjustable font sizes to better serve users with diverse visual needs. In addition, social media platforms may use responsive design to ensure that their content is easy to read and navigate on a variety of devices, including smartphones and tablets. By prioritising accessibility, one can ensure that their content is available and usable to as many people as possible.
One way to make visuals in our work more accessible is through thoughtful design of cartographic media. This involves using clear and legible fonts, providing context with labels and keys, and selecting appropriate color schemes to convey information.
Designing maps to suit publication needs, from initial QGIS output to final publication.
Being a conservation communicator has taught me the value of flexibility in managing diverse tasks. My tasks tend to range from external communication efforts to internal tasks like preparing meeting reports, organising and archiving our extensive digital data, and handling collaboration requests or non-routine research. Day-to-day activities may fall under any of the following sub-categories: developing and implementing a communications strategy, creating content for various channels, coordinating work with partner-collaborator organisations, supporting team members to communicate their work, and participating in events and conferences.
This role is slightly different while working in the field, where my focus is on documenting the team's actions and efforts. This involves capturing the team's work through various forms of media, such as photos and videos, in order to provide a record of the team's progress and accomplishments. This documentation is vital to share the team's work with a wider audience and showcase the impact of TfW efforts.
Initially, determining the most effective approach for each task was a challenge, but by aligning technical requirements with available skills and refining workflows through trial and error, efficiency was achieved. Though adhering to this workflow has allowed for a smoother and more productive process; it is important to continuously assess and adjust work flows in conjunction with need and time constraints.
Workflow for a blog production at TfW.
In mid-July 2022, we altered our approach towards social media by treating it as an archive of our work rather than an instant form of communication. This shift allowed us to showcase the impact of long-term funding on the quality of our conservation efforts, rather than simply updates on current events. Without the pressure of immediate deadlines, we could devote more time to the work itself, resulting in a richer and more thoughtful representation of TfW’s efforts.
An example for the same is our work on understanding the PARIVESH portal for conservation advocacy. We conducted an internal session with our consultants on PARIVESH, in early 2022. The portal has a wealth of data about all projects, both new and old, that are looking for green clearances, organised by state, year, category, and approval status. Knowing potential areas of intervention is essential for effective conservation advocacy, which makes it necessary to have a thorough grasp of what happens at each stage of approval. By March, we revised our outputs with Sanctuary Asia’s team to reach a wider audience. Later in the year, Sanctuary Asia published an overview of our output. This strategic shift in approach has enhanced our ability to showcase the value of our work and the support that is necessary for its continuation.
Screengrab of the online workshop on understanding PARIVESH.
Conservation is a multi-faceted field, involving numerous layers and factors that are meticulously monitored and evaluated throughout a project. By using experience-based metrics and other methods, we gain a clear understanding of the real impact achieved. It can be extremely rewarding to hear about the impact, as it often exceeds our expectations and demonstrates the far-reaching effects of our efforts.
Each project in conservation presents its own set of challenges and opportunities for creativity and innovation. Whether it’s redesigning an interview to ensure a natural flow, crafting an exhibition proposal, developing a board game about human-wildlife conflict, or visualizing a sci-comm illustration for a research paper, every task brings a unique challenge. These diverse experiences make conservation work continuously engaging and profoundly rewarding.