Abstract
Successful nature conservation requires engagement of diverse groups of stakeholders. Attracting attention of general public and engagement of local communities that underpin sustainable development are between the most important aspects of effective communications by environmental non-governmental organizations (ENGOs). In the modern world digital tools provide unprecedented opportunities for broadening reach of ENGO communications. In Latvia, many organizations including ENGOs use digital tools as a part of their communications mix. However, it is important to understand to what extent the power of digital strategies is utilised by these organisations. For this purpose, analysis of Latvian ENGO digital strategies was undertaken. The analysis involved evaluation of digital usage by top Latvian ENGOs in comparison to application of online communications tools by similar organizations in Western Europe and in the USA. It was found that while Latvian ENGOs actively use digital communications tools, in comparison with western organizations a range of approaches that make online strategies effective is still underutilised. This may generally reduce reach of the communications and their public appeal. Ultimately, underuse of opportunities provided by digital communication tools may weaken effectiveness of nature conservation at a regional scale. Thus, it is suggested to enhance digital communications taking an example from Western ENGOS by introducing more educational and engaging content in a variety of formats, ranging from audio to video materials. Detailed recommendations based on findings of present review are provided.
Highlights
The recent UN Global Biodiversity Outlook [1] has revealed that the World fails to protect biodiversity
Results of present study suggest that Latvian actively use environmental non-governmental organizations (ENGOs) digital tools, including webpages and a broad range of social media platforms
As follows from findings of the present study suggest that Latvian ENGOs actively use digital communications tools
Summary
The recent UN Global Biodiversity Outlook [1] has revealed that the World fails to protect biodiversity. This target is important for ENGOs, because biodiversity awareness building is among key tasks of such organizations. Success of conservation interventions undertaken by ENGOs often depends on collaboration with multiple stakeholder groups and public engagement, which is a part of effective adaptive management [3]. In the modern world most effective communication methods are based on application of digital tools [4]. Social media and other digital tools, such as websites and blogs tend to be much more cost effective than traditional off-line communication methods and often more influential [5]. It is important to understand to what extent ENGOs harness opportunities of digital communications
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