This is a CTP of initiative: ProSpecieRara (Switzerland)
The CTP consists of the PSR's communication activities which target the wider public. Pro Specie Rara has a different approach towards public communication than other organizations in the field, which are communicating very profound, detailed and scientifically. PSR set up a communication group with two communication specialists in 2004-2005, who are addressing people directly. Before the formation of the communication group the plant and animal team of PSR worked together with the press and media. "After 2005 we created a new logo, we had a new style, our communication got more concentrated. Inside the network, other associations had to follow us." The establishment of the communication group was a critical turning point in the development of PSR. Communication of Pro Specie Rara is very simple, and according to the interviewee this simplicity works. Their goal is to introduce people those special breeds, which are on the verge of extinction. "In Switzerland the moment comes when an association needs to be founded. Every breed has its own association. These associations are legally independent and we have contracts with them, a partnership contract so we work together." One of their most recent projects dealing with a long-eared sheep of 31 cm. This breed can be found in South-Switzerland. For a long time it was believed that it is an Italian breed, but revealed that’s a special breed. However "nobody wanted to do something, […] their number decreased by 74%, not many of them left. Nobody was interested." Therefore PSR started a project; first they made the herd book of the breed and then a network was created where breeders were informed. As a result of their communication lot of people wanted to help, people supported their initiative as they became motivated to save the breed. It is important to stress, that if there is an association for a breed, Pro Specie Rara does not do technical steps. However if there is no association, they do herd books and other necessary steps.
PSR applies diverse communication tools in order to reach more and more people. In Switzerland, there is a very well-known company, the Trauffer which produces wooden animal toys for children. They have been producing these toys since 1938. "Every Swiss child knows the little spotted cow with the golden bell." PSR agreed Trauffer to produce a special edition with rare breeds. This can be considered as a great marketing step. "Now we are doing 14 breeds of sheep and cow so a kind of series with Trauffer." The interviewee wrote a book for the children and the characters are Swiss species. "The idea was that while they are reading the book, they get to know the breeds. At the end of the book, we tell the Moms and Grandmas that these breeds really exist. This book was a quite good success." The book is available in all Swiss libraries and also has been published in French translation. Pro Specie Rara also published a book under the title of Héritage animalier. Breeders are the target group of the book. This book is more technical, but still enjoyable to read. It is important to note, that communicating with official breeders and farmers is not enough, due to the fact, that lot of breeds is being kept by non-professional farmers. As regards the cooperation with them, Pro Specie Rara made a survey about their aims and interests. The results showed that "cows are usually kept by farmers, but the sheep and the other small animals are kept by people for whom this is a kind of hobby. They would like to help to maintain the breed. […]They become donators or customers of the products." It is also crucial how the farmers choose their breeds. If the farmers know that their cows are endangered, they probably realize that their job has a positive influence on the species' survival. Farmers may feel that they contribute to a good goal and also it helps them to gain good reputation. "But for this, they must be informed." To sum up it has to be emphasized that communication to wider public is necessary.
Pro Specie Rara organized expositions not just for the farmers or breeders but to the wider public. "Actually I am organizing the third Great Exposition. It is organized in every 5 year. This is a great national show of animal breeds, and the rare breeds. This is a big thing, about 15 000 people are coming." This event is not only for farmers, it does not focus on technical details, as anyone can take part in the event. Pro Specie Rara tries to attract and reach people by entertaining them. Those people will be donors by purchasing products. They understand the origin and the price of the products. "A crucial strategy for us that we do not just orientate the breeders, but we try to inform the public as well."
Not every member association agrees with the PSR's communication strategy. "Everybody knows very well that we are depending on the people's opinion around us so without communication, nobody would help us." The association which deals with cows has doubt about the Exposition because they usually take part in special, more technical events organized for farmers where they can buy tractors and herbicides. "There are people who think that we should be more in the breeder sector."
Setting up a communication group was a clearly defined goal, it helped them communicate better with the public. "Before that the plant team and the animal team worked together with the press, with the media and we had no professionals from the communication field. This was an important point." It was a part of a well-defined strategy, and considered very important to formulate messages to the target group of PSR. Their communication strategy is mainly based on two goals: 1. transmit PSR's messages to the wider public; 2. persuade more people to donate their money to the organization.
The most important learning on the initiative level relates to how to communicate with the stakeholders around you."Watch to the people’s ideas around you. Every group is important. If you just listen to the closer stakeholders, it is not enough. For example the breeders maybe think it is not important to have such a nice book. The donators can say that the DNA surveys are useless and too expensive. Have a good combination of all. Don’t let you be influenced."
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