communications and external relations
strategic objectives and projects

1. Introduction
The communications strategy (CS) is developed under the IFLA standing committee for communications and external relations (IFLA CER) and aims to serve as a tool to support the effective implementation of the new strategic plan of IFLA as well as to enhance the new mission, goals, and core values, which were adopted at the last World Council in Auckland, New Zealand (2013). The CS answers to the limiting factors that prevented the optimal development of the organisation during the last decade, as well as of the changes happening at the new era of communications and financial climates.
The communications strategy is designed to facilitate IFLA achieving these new goals clearly expressed at the strategic plan in order to promote the organisation (as whole) as a leading reference for Landscape Architecture and trustworthy partner.

2. Purpose
The purpose of this strategy is to build a framework for a 4-year plan on communications, marketing and sponsorship for the IFLA standing committee on communications and external relations (IFLA CER) as well as to prioritise strategic objectives and key actions on a 1-year work plan to be carried and implement by this committee.
Both the 4-year strategy and 1-year work plan will be revised annually before each World Council (WC).

3. Main objectives
The main objectives of the IFLA CER communications strategy (CS) are:

  1. To encourage communications with and between IFLA members in helping to spread knowledge, challenges and good practices;
  2. To raise the profile of projects and activities of IFLA for a global and wider audience;
  3. To increase visibility of IFLA across the world.

4. Strategic priorities
In sequence of the highlighted above, this strategy shall focus on:

  1. Image building and branding: improve image, develop identity and brand recognition for internal and external purposes;
  2. (E)marketing and sponsorship: key activities needed to develop income generation as well as to promote the organisation (as whole) and hence the profession of Landscape Architecture globally;
  3. Internal communications: strengthen communication needs among the membership and guidelines to assure effective use of resources;
  4. External outreach: meeting audiences where they are and build interest through online engagement;
  5. PR and relationship-development: influence relevant processes and actors in adequately developing partnerships with key global stakeholder bodies/groups promoting similar goals to IFLA;
  6. Administrative duties: guarantee the smooth operational function of the committee and the organisation overall.


Portable Documents

IFLA Communications Strategy 2014