WASHINGTON: The United Nations Foundation has partnered with the Jynwel Foundation and the Thomson Reuters Foundation to train media and PR pros on climate change issues and future global goals.
From 2000 to 2015, the UN’s Millennium Development Goals were dedicated to creating a healthier global economy by focusing on issues such as poverty, children’s health, sustainability, disease, and the empowerment of women. The next set of goals for 2015 to 2030 will be finalized in September, and the UN hopes to bolster global conversation and awareness around them.
Through the new partnerships, the UN wants to "increase, enhance, and influence global communications and media reporting on issues related to the new global goals and the post-2015 development process," according to a UN Foundation statement.
The organizations will engage "a network of journalists, media experts, and social media influencers around the world to make available trainings, media capacity grants, and partnerships," ahead of a UN summit on sustainable development goals and a conference on climate change in September and December, respectively, the statement adds.
Aaron Sherinian, chief communications and marketing officer for the UN Foundation, said starting the conversation ahead of the events is an important way to get on the radar of stakeholders and key audiences.
"It’s a good time for the PR industry to start helping think through how organizations can shape the narrative about how they’re engaged," he added.
Training sessions through the Thomson Reuters Foundation, which will take place across 33 countries, will allow professionals to discuss global goals in terms of "what they entail and what’s at stake," said Sherinian.
"The idea is that journalists, editors, and media executives, as well as professionals, spokespeople, and NGO experts should all be in the same room learning what’s going on, getting the basic tools, the basic information, and expert briefings," he explained.
One of the goals for the training, which will run through August, is get at least 500 individuals to participate.
Since announcing the partnership last week, Sherinian said the response has been tremendous, indicating that "there’s a market and need for information around these global goals."
"Journalists want more information," he said. "Now the PR industry needs to be on notice so they can help engage, activate, and narrate around what’s possible in 2030."