China Watershed Management ProjectCWMPCWMP CommunicationCommunication StrategyStrategy andand ActionAction PlanPlanC CW WM MP P ProjectProjectMinistryMinistry ofof WaterWater ResourceResource ofof PRCPRCNovember, 2006项目成果推广策略和行动计划中国小流域治理管理项目第 1 页 This document contains the Communication Strategy, the Action Plan and the Budget for the CWMP. The Communication Strategy, Task 2 of the TOR, has been prepared by the international expert, while Part 1 addresses Task 1 The initial policy, institutional and program mapping of the TOR and has been prepared by the national consultants in the team. Part 1 is submitted as annex 1 to this report. The Action Plan and the Budget in this document is composed and consolidated based upon the Communication Strategy and the Initial policy, institutional and program mapping.项目成果推广策略和行动计划中国小流域治理管理项目第 2 页 TableTable ofof ContentsContents1 Introduction.42 Challenges in Effective Watershed Management in China.63 The Role of Communication in Disseminating Effective Approaches in Watershed Management in China.83.1Policies, Institutions and Stakeholders in Watershed Management in China.93.2Strategic Approach.153.2.1 Linking Policy to People: “The Policy Life Cycle”.153.2.2 Link Integrated Watershed Management Messages to Actual and Current Issues in Each Sector.173.2.3 Integration of Channels of Communication.183.2.4 Managing Communication at Different Levels.194 The CWMP Communication Strategy Outline.204.1The Communication Strategy Objectives.214.2Target Audience.224.3Message Content.254.4Mix of Channels, Media and Communication Materials.264.5Planning, Management and Monitoring the Communication Strategy.30项目成果推广策略和行动计划中国小流域治理管理项目第 3 页 5 Communication Action Plan.315.1Audience Segmentation and Potential Application Scope.315.1.1 Target Audience Segmentation.315.1.2 Potential Application Scope.345.1.3 Specific Objectives.355.2Action Plans.365.2.1Announcement it does not necessarily imply the dialogue and interaction that can lead to changes in perception and attitude, and over time to changes in behavior. We prefer to use the term communication, as this has an inbuilt concept of interaction and exchanges between people and communities. This is not simply a theoretical point, because a communication strategy incorporates the notion of purpose: the reasons for undertaking and accepting an action that are needed if we are to formulate clear objectives and measure the success with which they have been achieved. The task of the International/Chinese consultant-team is to develop an effective dissemination strategy and action plan it is 1.19 million Mu in area, 8.3% of the national total and harbours 110 million people (being 8.7% of the countrys total population). In consequence, basin management impinges directly on the sustainable development of populations, resources, environment, ecology and economy within the whole basin. However, watershed degradation is a severe problem in China, and currently about 38% of land area in China is eroded. Causes of watershed degradation2 are a combination of natural and human-induced factors (slope land farming, uncontrolled grazing, tree cutting etc). Degradation has many different impacts, such as 2 Achim Fock, Senior Economist at World Bank in China at MWR Small Watershed seminar 20-22 November 2005项目成果推广策略和行动计划中国小流域治理管理项目第 7 页 (a) Eco-environmental impact: including reduction of water storage, loss of soil (productivity), loss of vegetation, climate change, increased pollution and sedimentation downstream, poor air quality, sandstorms, etc.(b) Economic impact: including lower yields (b) A sectoral perspective is limiting, whether in the assessment