Department of Marine Park Malaysia Communication Plan 1marinepark.dof.gov.my/files/BOOK...

Department of Marine Park Malaysia Communication Plan

1

COMMUNICATION

DEPARTMENT OF MARINE PARK MALAYSIA

PLAN2012-2017

PAGE Vision and Mission of the Department of Marine Park Malaysia (DMPM) vi ~ vii

Organisational Chart viii ~ ix

Acronyms x ~ xi

Communication xii

Chapter 1 : Executive Summary 1

Chapter 2 : Mission Statement and Objectives 3

Chapter 3 : Internal and External Factors Analysis (S.W.O.T) 5

Chapter 4 : Target Groups 13

Chapter 5 : Implementation of Communication Strategy 17

Chapter 6 : Main Messages 25

Chapter 7 : Branding and Identity 31

Chapter 8 : Crisis Communication Plan 35

Chapter 9 : Monitoring Effectiveness of Programmes 41

Chapter 10 : Implementation 47

Chapter 11 : Estimated Cost of Implementation 49

Appendix : Press Release Example 51

ivDepartment of Marine Park Malaysia Communication Plan

Bismillahirrahmanirrahim…Assalamualaikum W.B.T and Salam 1 Malaysia,

First of all, I would like to congratulate all team members on the publication of this Communication Plan.

Upon the realisation of the importance of effective communication in marine park conservation efforts, we at the Department of Marine Park Malaysia (DMPM), in close collaboration with the United Nations Development Programme (UNDP) have taken the initiative to develop and publish this Communication Plan.

Communication is a process of conveying information to an audience. As a department that works closely with various stakeholders and the general public, DMPM officers should continuously strive to improve their skill sets. Effective communication skills will enable the Department to obtain information and positive feedback from stakeholders and the general public, which will be used in its decision-making processes.


v

This Communication Plan will act as a reference and guide on how to effectively convey information to target groups. This approach based on target groups intends to increase the level of understanding and awareness of the value of marine parks to allow for concerted efforts in marine parks conservation and rehabilitation.

I hope that this Communication Plan will be able to improve knowledge and strengthen effective communication in marine parks biodiversity conservation which forms an essential part of the vision and mission of the Department.

Sincerely,

Dr Sukarno bin WagimanDirector GeneralDepartment of Marine Park Malaysia

viDepartment of Marine Park Malaysia Communication Plan

To realize Malaysia’s expectations for conservation and sustainable management

of marine biodiversity, the strategies have been set

out based upon the Vision, Mission and Functions

below:To be the pioneer in conservation and sustainable management of marine biodiversity in Southeast Asia by 2015.

To conserve and

manage marine

resources in marine

parks scientifically

for the benefit of

the country and its

people.


vii

To manage, conserve and

protect marine biodiversity

To restore damaged marine

habitats

To manage and conserve threatened marine species

To undertake and encourage marine biodiversity related

research works

To enforce marine

parks related acts and

regulations

To provide marine

ecosystem related

expert advise

To increase level of

public awareness

related to marine

ecosystems

To monitor

recreational and

other related

activities

viiiDepartment of Marine Park Malaysia Communication Plan

Organisational ChartDepartment of marine park malaysia

DIRECTOR-GENERAL OF MARINE PARKJUSA C

SERVICE MANAGEMENT DIVISION

HUMAN RESOURCE MANAGEMENT

SECTION

ADMINISTRATION SECTION

FINANCE SECTION

PLANNING AND PARK MANAGEMENT

DIVISION

ENGINEERING DIVISION

PARK MANAGEMENT

SECTION

PLANNING AND DEVELOPMENT

SECTION


ix

DEPUTY DIRECTOR-GENERAL (G54)

DMPM JOHOR

DMPMTERENGGANU

DMPMPAHANG

DMPMKEDAH

DMPMW.P. LABUAN

RESEARCH & RESOURCE INVENTORY DIVISION

INTERPRETATION OF INFORMATION &

EDUCATION DIVISION

LICENSING & ENFORCEMENT

DIVISION

RESOURCE INVENTORY

SECTION

RESEARCH SECTION

ENFORCEMENT SECTION

LICENSING SECTION

INTERPRETATION OF INFORMATION

&EDUCATION SECTION

INFORMATIONTECHNOLOGY

SECTION

xDepartment of Marine Park Malaysia Communication Plan

AcronymsADUN : Ahli Dewan Undangan Negeri (State Assemblyman)

APMM : Agensi Penguatkuasaan Maritim Malaysia (Malaysian Maritime Enforcement Agency)

BOBLME : Bay of Bengal Large Marine Ecosystem

BPIM : Bahagian Pendidikan dan Interpretasi Maklumat (Interpretation of Information and Education Division)

BPPTL : Bahagian Perancangan dan Pengurusan Taman Laut (Planning and Park Management Division)

BPP : Bahagian Perlesenan dan Penguatkuasaan (Licensing and Enforcement Division)

CBD : Convention on Biological Diversity

CCC : Community Consultative Committee

CITES : Convention on International Trade in Endangered Species of Wild Fauna and Flora

COT : Crown of Thorns

CSR : Corporate Social Responsibility

CTI : Coral Triangle Initiative

DOF : Department of Fisheries

EPU : Economic Planning Unit

GEF : Global Environment Facility

ICT : Information and Communications Technology


xi

JBOM : Jawatankuasa Bertindak Operasi Marin (Marine Operation Action Committee)

JPAM : Jabatan Pertahanan Awam Malaysia (Malaysia Civil Defence Department)

JTLM : Jabatan Taman Laut Malaysia (Department of Marine Park Malaysia - DMPM)

MASM : Minggu Alam Sekitar Malaysia (Malaysia Environment Week)

MIDE : Malaysia International Dive Expo

MoU : Memorandum of Understanding

NRE : Ministry of Natural Resources and Environment

NGO : Non-Governmental Organisation

OKU : Orang Kurang Upaya (Persons with Disabilities)

PGM : Pasukan Gerakan Marin (Marine Operations Force)

TOT : Training of Trainers

TUMEC : Turtle and Marine Ecosystem Centre

UN : United Nations

UNDP : United Nations Development Programme

UPEN : Unit Perancang Ekonomi Negeri (State Economic Planning Unit)

xiiDepartment of Marine Park Malaysia Communication Plan

CCommunication is defined as a process of conveying information from a sender to a recipient through various modes of communication. There are two main types

of communication; verbal and non-verbal communication. Effective communication is dependent on the level of acceptance and understanding of the information by the recipient. Research shows that verbal communication contributes only 10% to the overall manner of human communication and the majority of communication is non-verbal communication - that includes body language or movements, gestures or even an individual’s style.

Figure 1: Communication Process

Communication provides a more comprehensive approach to reach out to the public and to the target groups to better educate them on their roles and responsibilities. This is important in order to achieve the objectives that have been set and to ensure a more sustainable approach towards conservation and management of marine parks.

With this in mind, the DMPM, specifically the Interpretation of Information and Education Division (BPIM) has taken the initiative to develop this Communication Plan to serve as a guideline to manage and conserve the nation’s marine biodiversity for the present and future generations. It is hoped that with this Plan, the level of understanding and awareness amongst the general public and especially the target groups would be significantly increased in order for them to serve as strong proponents for DMPM’s many marine biodiversity conservation and management programmes.

Sender

Channel

Feedback

Recipient

Information

Communication

15

2

3

4


xiii

xivDepartment of Marine Park Malaysia Communication Plan


1

The preparation of this Communication Plan is one of the many efforts by the Department of Marine Park Malaysia towards better management and conservation

of the nation’s marine biodiversity for the benefit of future generations. The information and guidelines provided in this Plan is the culmination of a series of workshops and discussions organised by the Department. This Plan is to be used as a guideline to increase the level of awareness amongst the target groups on the need for marine biodiversity conservation. It is hoped that through effective communication strategies laid out in this Plan, a sense of ownership over the nation’s marine natural resources amongst the target groups could be invoked and they would partake more actively in the many conservation and management programmes organised by the Department. This Plan outlines the objectives, strategies, the target groups, the main messages to be conveyed, crisis plans, programme effectiveness analysis and the estimated cost of implementation. This Communication Plan is expected to empower the Department to place itself amongst the many world-renowned institutions and elevate its position as a model institution in the management of marine parks. It is hoped that this Plan will be utilised to its fullest potential particularly by officers in the Department of Marine Park Malaysia, the Ministry of Natural Resources and Environment, relevant government agencies and departments, and non-governmental organisations in its efforts towards conservation of marine biodiversity in marine parks for the benefit of the present and future generations.

Chapter1executive summary

2Department of Marine Park Malaysia Communication Plan


3

Mission Statement of the Communication Plan is:

“To manage and conserve marine biodiversity in marine parks through better understanding and increased level of awareness amongst the target groups”

The implementation of this Plan is based on the following objectives:

To increase level of understanding and awareness amongst communities by 5% per annum up to year 2017;

To strengthen management and conservation of marine biodiversity;

To increase support and level of conformity to rules and regulations amongst the target groups;

To disseminate information to the target groups in an effective manner; and

To ensure sustainability of the nation’s marine natural resources.

Chapter2mission statement anD objectives


5

Chapter3Internal and external Factors analysIs (s.W.o.t)

AS.W.O.T (Strengths, Weaknesses, Opportunities and Threats) analysis has been carried out to identify internal and external factors that could affect implementation

of the strategies within the Communication Plan. Strategies are based on the DMPM’s current capacity and capabilities inherent in the present marine park management situation.

A. STRENGThS

1. Malaysia recognised as a “mega-biodiverse” country Malaysia has been recognized as one of the 12 mega-biodiverse countries in

the world. Its rich marine biodiversity is one of the major attractions for tourism which contributes positively to the economic revenue of the country.

2. high-value marine biodiversity The marine park coverage area of 2,318.43km2 is home to many coral reef species

with an estimated value of more than USD 1.4billion. This value of coral reefs is calculated based on a rate of USD 607,500.00/km2. (Costanza et.al, 1997).

3. The only Department that manages marine natural resources in marine park areas.

The DMPM is the only government department responsible for the management and conservation of marine natural resources within 2 nautical miles around 42 gazetted marine park islands.

4. International Cooperation DMPM cooperates with various regional and international bodies and programmes

such as the UNDP, GEF, CBD, CITES, UN, BOBLME, CTI and other agencies to share information in relation to management of marine park natural resources.

5. Cooperation with other enforcement agencies. DMPM is a member of the Marine Operation Action Committee (JBOM) and

has close working relationships with other enforcement agencies such as the Malaysian Maritime Enforcement Agency (APMM), Marine Police, Marine Department and Department of Fisheries in its efforts to enforce the Fisheries Act 1985.


B. WEAKNESSES

1. Biological Data - baseline data As a fairly new Department, DMPM has insufficient biological data for planning

and management of marine parks.

2. human Resources DMPM has limited human resources. There are 244 positions allocated for

DMPM. Thus, the ratio for the management of marine park area of 2,318.43km2 is significantly vast at 1:15.1km2 per officer compared to an ideal ratio of 1:5km2.

3. Officers’ competency The average competency rate is still considered to be low as the current 34 officers

who are from the management and professional group are directly involved in many areas such as in the development of policies, regulations and in planning. Majority of the officers (88%) have less than 10 years working experience. At the state level, there are 151 staff who consist of support staff and they are responsible for implementation of programmes.

4. Financial Allocation Limited financial allocation for DMPM operational facilities constrains efficient

and comprehensive programme implementation.

C. OPPORTUNITIES

1. Economic Generator Malaysian marine parks offer many investment opportunities for tourism operators

and thus are able to improve economic livelihood of the local communities.

2. Cooperation with Universities Universities may assist DMPM to undertake joint research studies to collect

and collate data and information to contribute towards effective marine park management.

3. Cooperation with NGOs Non-governmental organisations may contribute to implementation of awareness

programmes, assist in research and rehabilitation works in marine parks.


7

4. Co-Management with the Community Good relationships with the local communities are vital to encourage their

involvement in the management and rehabilitation of marine natural resources.

5. Media Publicity The media is an essential tool to disseminate information. Publicity through

various media may help to promote DMPM and increase level of awareness on the importance of conservation of the marine environment.

6. Financial Support Additional funding for programmes could be obtained from The Marine Park and

Marine Reserve Trust Fund as well as from Corporate Social Responsibility (CSR) programmes of private entities.

7. Marine Parks Promotion There are 42 islands gazetted as marine parks that have the potential to be

responsibly developed as world class tourism destinations.


D. ThREATS

1. Overlap in jurisdictional areas There are areas within the gazetted marine parks where the jurisdiction overlaps

with other state government and other governmental agencies’ protected areas.

2. Absence of a Specific Marine Parks Act DMPM has limited enforcement authority and is governed by an umbrella act; i.e.

the Fisheries Act 1985.

3. Marine and Coastal Pollution Marine park areas are vulnerable to marine and coastal pollution; e.g. poor solid

waste management, discharge of untreated or partially treated wastewater, oil pollution, etc. This pollution can cause detrimental effects to the health and growth of coral reefs.

4. Ecosystem Disturbances Marine parks are vulnerable to ecosystem disturbances such as population

outbreaks of crown of thorns (COT), algae blooms and others. These disturbances can detrimentally affect the growth and health of coral reefs and marine life.

5. Natural Disasters Marine parks are also exposed to many natural disasters such as global warming

effects, tsunamis and storm surges that are capable of wide-ranging damages to marine natural resources.


9

6. Tourism Activities Impacts from excessive tourism activities contribute to the inevitable deterioration

of coral reefs. 7. Encroachment by local and foreign fishermen Local and foreign fishermen often encroach into marine park areas and can cause

severe damage to coral reefs and marine life.

The S.W.O.T analysis compares the four (4) factors of Strengths, Weaknesses, Opportunities and Threats inherent in the present marine park management situation in order to create suitable and effective strategies for the implementation of the Communication Plan.

S.W.O.T Analysis Table

STRENGThS

1. Malaysia recognised as a “mega-biodiverse” country

2. High-value marine biodiversity asset

3. The only Department that manages marine natural resources in marine park areas.

4. International Cooperation

5. Cooperation with other enforcement agencies

KEKURANGAN

1. Biological Data (baseline data)

2. Human Resources

3. Officers’ competency

4. Financial Allocation

PELUANG

1. Economic Generator

2. Cooperation with Universities

3. Cooperation with NGOs

4. Co-Management with the Community

5. Media Publicity

6. Financial Support

7. Marine Parks Promotion

ANCAMAN

1. Overlap in jurisdictional areas

2. Absence of a Specific Marine Parks Act

3. Marine and Land Based Pollution

4. Ecosystem Disturbances

5. Natural Disasters

6. Tourism Activities

7. Encroachment by local and foreign fishermen

STRENGThS

OPPORTUNITIES

WEAKNESSES

ThREATS


STRATEGY FORMULATION PROCESS

INTERNALENVIRONMENT

EXTERNALENVIRONMENT

STRENGThS (S)

S1. Malaysia recognised as a “mega-biodiverse” country

S2. High-value marine biodiversity asset

S3. The only Department that manages marine natural resources in marine park areas.

S4. International CooperationS5. Cooperation with other

enforcement agencies

WEAKNESSES (W)

W1. Biological Data (baseline data)W2. Human ResourcesW3. Officers’ competencyW4. Financial Allocation

Opportunities (O)

O1. Economic GeneratorO2. Cooperation with

UniversitiesO3. Cooperation with

NGOsO4. Community-based

ManagementO5. Media PublicityO6. Financial SupportO7. Marine Parks

Promotion

S-O Strategy

S1,S2-O1Strategy: Increase DMPM human resources capacity

S3-O1, O2Strategy 1: Increase awarenessStrategy 2: Develop policies and rules

S4-O5, O6, O7Strategy 1: Utilise mainstream media for comprehensive coverageStrategy 2: Benchmark best-practices from other countriesStrategy 3: Acquire funding from international organisations

S5-O6Strategy: Increase financial allocations and support assistance

W-O Strategy

W1-O2, O3Strategy: Close cooperation and information exchange

W2-O2, O3, O4Strategy: Knowledge and expertise exchange

W3-O2, O3Strategy: Knowledge and expertise exchange

W4-O1, O6Strategy: Justify increase in funding through a detailed budgeting process

Threats (T)

T1. Overlap in jurisdictional areas

T2. Absence of Specific Marine Parks Act

T3. Marine and Land Based Pollution

T4. Ecosystem Disturbances

T5. Natural DisastersT6. Tourism Activities

S-T Strategy

S1, S2-T1, T2, T3, T4, T6Strategy: Improve Acts in relation to marine parks

S3-T1, T2, T6Strategy: Improve Acts in relation to marine parks

S4-T3, T4, T5, T6Strategy: Adaptation of best practices in marine parks management

S5-T1, T2, T3Strategy: Support from other enforcement agencies

W-T Strategy

W1, W2, W3-T3, T4, T5Strategy: Knowledge and expertise exchange

W4-T1, T2, T3, T4, T5Strategy: Increase financial allocations and support assistance


11

SUMMARY OF ThE SWOT ANALYSIS

Based on SWOT analysis, the following are the proposed strategies for more effective marine parks management:

• Increase level of awareness through educational programmes and utilisemainstream media

• Benchmarkagainstbest-practicesofothercountriesandadapttheirsuitablebestpractices

• ImproveActsinrelationtomarineparks

• Improvecooperationwithotherestablishedentitiesforknowledgeandexpertiseexchange

• Adaptationofbestpracticesinmarineparksmanagement

• Increasefinancialallocationsandsupportassistancefromlocalagencies

• Acquirefundingfrominternationalorganisations

• IncreaseDMPMstaffnumbers

In general, these strategies can be implemented by DMPM with support from the Ministry of Natural Resources and Environment.


13

To achieve DMPM’s vision and mission, a higher level of understanding and public awareness on the importance of good management and conservation of marine

biodiversity is essential. This can be implemented by effective communication to the target groups.

The target groups have been divided into three subgroups based on priorities and extent of contributions.

TARGET GROUP 1 (STAKEhOLDER)

Target Group 1 consists of communities and organisations that have direct or working relationships with the management of DMPM.

Table 1: Target Group 1 and Justification of Involvement

GROUP JUSTIFICATION

NRE officers (Departments & Agencies in NRE)

Key players in marine biodiversity management and conservation.

Other AgenciesSupports DMPM towards the overall management of marine parks. These agencies are APMM, Marine Department, DOF, PGM, JPAM and other relevant bodies.

State Governments and Agencies

Cooperation by State Governments that have direct authority over policy development and implementation.

Politicians (Members of Parliament / State Assemblymen)

Good relationship with politicians facilitates policy implementation. They can act as agents for DMPM to disseminate information to the general public.

Chapter4target groups


TARGET GROUP 2 (CONSUMER)

Target Group 2 consists of communities whom are economic beneficiaries in marine park areas.


GROUP JUSTIFICATION

Local Communities

Local Communities (Labuan)

• Cooperation from local communities are essential inmarine biodiversity conservation and also to ensure their economic livelihood.

• Involvementoflocalauthoritiesinmanagingtheissueof UNHCR refugees in Labuan.

Local fishermen and recreational fishing operators

• Sharedoceanresources.

Tourism related business operators (e.g. hotels/chalets, scuba diving operators, boat operators, etc.)

• Directinteractionwithtourists.

• Informationdisseminationagents.

Domestic and international tourists

• Consumers who undertake recreational activities inmarine parks.


15

TARGET GROUP 3 (SUPPORT GROUP)

Target Group 3 consists of communities or organisations that have the potential to effectively disseminate information to the general public.


GROUP JUSTIFICATION

Non-Governmental Organisations (NGOs)

• Supports DMPM in marine biodiversity conservationefforts.

Researchers / Academicians (Local & Foreign)

• Research findings / data can strengthen DMPM’smanagement.

Media • Assistsininformationdissemination.

• Partof‘smartpartnership’togatherfirst-handinformationon DMPM’s activities and efforts.

Marine parks-based students

Non-marine parks students

• Increaseawarenessamongststudentsandas‘agents’tobring about change in current mindset.

• Increase awareness amongst students who are thebeneficiaries of marine natural resources and the future generation.

General public • Increaseawarenessontheimportanceofmarinenaturalresources conservation.


17

Chapter5implementation of communication strategy


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acts

(an

d ot

her

rule

s an

d re

gula

tions

) rel

ated

to m

arin

e pa

rks.

Loca

l C

omm

uniti

es

Loca

l C

omm

uniti

es

(Lab

uan)

1.

To in

crea

se

awar

enes

s th

roug

h ed

ucat

iona

l pr

ogra

mm

es a

nd

med

ia2.

To

app

ly /

adap

t to

mar

ine

reso

urce

s m

anag

emen

t bes

t pr

actic

es

100%

und

erst

and

the

impo

rtanc

e of

co

nser

vatio

n of

th

e m

arin

e pa

rks

•O

rgan

ise

prog

ram

mes

with

the

loca

lcom

mun

ities

.•

Inst

alla

tion

ofa

rtific

ialr

eefs

out

side

the

mar

ine

park

swat

ers

(>2n

m) f

or re

crea

tiona

l spo

rt fis

hing

.•

Frid

ayp

raye

rser

mon

sat

mar

ine

park

sm

osqu

es.

•O

rgan

ise

dial

ogue

s,

lect

ures

an

dbr

iefin

gs

with

lo

cal

com

mun

ities

.•

Org

anis

em

arin

ere

sour

ces

man

agem

ent

best

pr

actic

es

train

ing

and

wor

ksho

ps.

•C

oope

ratio

nw

itht

heN

atio

nal

Secu

rity

Cou

ncil

(MKN

–

Maj

lis K

esel

amat

an N

egar

a).

•U

nder

take

di

plom

atic

ap

proa

ches

w

ith

the

loca

lco

mm

uniti

es.

Loca

l fish

erm

en

and

recr

eatio

nal

fishi

ng o

pera

tors

1.

To in

crea

se

awar

enes

s th

roug

h ed

ucat

iona

l pr

ogra

mm

es a

nd

med

ia

100%

und

erst

and

the

impo

rtanc

e of

co

nser

vatio

n of

th

e m

arin

e pa

rks

•O

rgan

ise

prog

ram

mes

with

fish

ing

com

mun

ities

thr

ough

le

ctur

es, d

ialo

gues

, etc

.


21TA

RGET

GRO

UP

STRA

TEG

YG

OA

LD

ESC

RIPT

ION

Tour

ism

rela

ted

busi

ness

ope

rato

rs

(e.g

. hot

els/

chal

ets,

scu

ba

divi

ng o

pera

tors

, bo

at o

pera

tors

, et

c.)

1. T

o in

crea

se

awar

enes

s th

roug

h ed

ucat

iona

l pr

ogra

mm

es a

nd

med

ia2.

To

shar

e in

form

atio

n an

d ex

perti

se3.

To

adap

t bes

t pr

actic

es in

mar

ine

park

man

agem

ent

100%

und

erst

and

the

impo

rtanc

e of

con

serv

atio

n ef

forts

in th

e m

arin

e pa

rks

•O

rgan

ise

wor

ksho

psa

ndtr

aini

ngfo

rto

uris

tgui

des

(nat

ure

guid

es) a

nd to

uris

m-b

ased

ope

rato

rs.

•Pa

rtici

patio

nby

to

uris

m-b

ased

op

erat

ors

in

DM

PM’s

prog

ram

mes

.•

Ann

ual

ackn

owle

dgem

ents

(e

ndor

sem

ents

)to

ch

alet

s/

reso

rts

oper

ator

s pr

actic

ing

/ su

ppor

ting

mar

ine

park

s co

nser

vatio

n pr

ogra

mm

es.

Dom

estic

and

In

tern

atio

nal

Tour

ists

1. T

o in

crea

se

awar

enes

s th

roug

h ed

ucat

iona

l pr

ogra

mm

es a

nd

med

ia

80%

und

erst

and

the

impo

rtanc

e of

con

serv

atio

n ef

forts

in th

e m

arin

e pa

ks

•Fu

rnis

hM

arin

ePa

rkIn

form

atio

nC

entre

sw

ithg

ood

mar

ine

biod

iver

sity

info

rmat

ion.

•D

istri

butio

nof

pub

licat

ion

mat

eria

lso

nm

arin

epa

rks

to

hote

ls, c

hale

ts, a

irpor

ts, i

n ai

rpla

nes

and

ferr

ies.

•Pr

ovid

efa

cilit

ies

ford

isab

led

peop

le.

TARG

ET G

ROU

PST

RATE

GY

GO

AL

DES

CRI

PTIO

N

Polit

icia

ns

(Mem

bers

of

Parli

amen

t / S

tate

A

ssem

blym

en)

1. T

o in

crea

se

awar

enes

s th

roug

h ed

ucat

iona

l pr

ogra

mm

es a

nd

med

ia2.

To

impr

ove

on

acts

, rul

es a

nd

regu

latio

ns in

re

latio

n to

mar

ine

park

s~

Und

erst

ands

m

arin

e pa

rks

man

agem

ent

and

cons

erva

tion

effo

rts

•D

edic

ated

pro

gram

mes

with

pol

itici

anst

obr

ieft

hem

on

the

curr

ent s

tatu

s an

d is

sues

in m

arin

e pa

rks.

•Vi

sits

tom

arin

epa

rks

toa

ppre

ciat

eth

ecu

rren

tsta

tus

and

issu

es.

•Ea

rn

supp

ort

from

M

embe

rs

of

Parli

amen

tan

dSt

ate

Ass

embl

ymen

to

impr

ove

on p

olic

ies

and

acts

(an

d ot

her

rule

s an

d re

gula

tions

) rel

ated

to m

arin

e pa

rks.

Loca

l C

omm

uniti

es

Loca

l C

omm

uniti

es

(Lab

uan)

1.

To in

crea

se

awar

enes

s th

roug

h ed

ucat

iona

l pr

ogra

mm

es a

nd

med

ia2.

To

app

ly /

adap

t to

mar

ine

reso

urce

s m

anag

emen

t bes

t pr

actic

es

100%

und

erst

and

the

impo

rtanc

e of

co

nser

vatio

n of

th

e m

arin

e pa

rks

•O

rgan

ise

prog

ram

mes

with

the

loca

lcom

mun

ities

.•

Inst

alla

tion

ofa

rtific

ialr

eefs

out

side

the

mar

ine

park

swat

ers

(>2n

m) f

or re

crea

tiona

l spo

rt fis

hing

.•

Frid

ayp

raye

rser

mon

sat

mar

ine

park

sm

osqu

es.

•O

rgan

ise

dial

ogue

s,

lect

ures

an

dbr

iefin

gs

with

lo

cal

com

mun

ities

.•

Org

anis

em

arin

ere

sour

ces

man

agem

ent

best

pr

actic

es

train

ing

and

wor

ksho

ps.

•C

oope

ratio

nw

itht

heN

atio

nal

Secu

rity

Cou

ncil

(MKN

–

Maj

lis K

esel

amat

an N

egar

a).

•U

nder

take

di

plom

atic

ap

proa

ches

w

ith

the

loca

lco

mm

uniti

es.

Loca

l fish

erm

en

and

recr

eatio

nal

fishi

ng o

pera

tors

1.

To in

crea

se

awar

enes

s th

roug

h ed

ucat

iona

l pr

ogra

mm

es a

nd

med

ia

100%

und

erst

and

the

impo

rtanc

e of

co

nser

vatio

n of

th

e m

arin

e pa

rks

•O

rgan

ise

prog

ram

mes

with

fish

ing

com

mun

ities

thr

ough

le

ctur

es, d

ialo

gues

, etc

.


TARG

ET G

ROU

PST

RATE

GY

GO

AL

DES

CRI

PTIO

N

Non

-G

over

nmen

tal

Org

anis

atio

ns

(NG

Os)

1. T

o in

crea

se

awar

enes

s th

roug

h ed

ucat

iona

l pr

ogra

mm

es a

nd

med

ia2.

To

shar

e in

form

atio

n an

d ex

perti

se3.

To

incr

ease

fund

ing

and

supp

ort f

rom

lo

cal a

genc

ies

4. T

o ob

tain

fund

ing

from

inte

rnat

iona

l or

gani

satio

ns

100%

sup

port

from

NG

Os

in

cons

erva

tion

of m

arin

e bi

odiv

ersi

ty

•D

MPM

and

NG

Os

coop

erat

ein

aw

aren

ess

and

rese

arch

pr

ogra

mm

es.

•O

rgan

ise

wor

ksho

psa

ndc

ours

esw

ithN

GO

s.•

Supp

ortt

oun

derta

keC

SRp

rogr

amm

es.

•O

btai

nin

tern

atio

nalg

rant

sfo

redu

catio

nalp

rogr

amm

es.

Rese

arch

ers

/ A

cade

mic

ians

(L

ocal

& F

orei

gn)

1. T

o in

crea

se

awar

enes

s th

roug

h ed

ucat

iona

l pr

ogra

mm

es a

nd

med

ia2.

Ben

chm

ark

agai

nst

best

-pra

ctic

es o

f ot

her c

ount

ries

and

adap

t the

ir su

itabl

e be

st p

ract

ices

3. T

o sh

are

info

rmat

ion

and

expe

rtise

100%

coo

pera

te

with

DM

PM

to e

nsur

e su

stai

nabi

lity

of th

e co

untry

’s m

arin

e bi

odiv

ersi

ty

•Si

gnin

gof

Mem

oran

dum

ofU

nder

stan

ding

s(M

oU).

•U

tilis

eex

perti

seto

trai

nM

arin

ePa

rko

ffice

rsa

ndu

nder

take

ne

w re

sear

ches

.•

Enco

urag

em

ore

rese

arch

inm

arin

epa

rks.


23TA

RGET

GRO

UP

STRA

TEG

YG

OA

LD

ESC

RIPT

ION

Med

ia1.

To

incr

ease

aw

aren

ess

thro

ugh

educ

atio

nal

prog

ram

mes

and

m

edia

2.

To s

hare

info

rmat

ion

and

expe

rtise

100%

und

erst

and

the

effo

rts a

nd

issu

es in

mar

ine

park

s m

anag

emen

t an

d co

nser

vatio

n im

plem

ente

d by

D

MPM

•O

rgan

ise

prog

ram

mes

inth

em

arin

ep

arks

with

med

ia.

•A

rran

gef

orm

edia

pub

licity

and

pro

mot

ions

on

all

DM

PM’s

activ

ities

/ pr

ogra

mm

es.

•M

edia

par

ticip

atio

nin

DM

PM’s

prog

ram

mes

.•

Ack

now

ledg

em

edia

’sco

ntrib

utio

n.•

Tos

uppl

yin

form

atio

nto

med

ia.

Mar

ine

park

s-ba

sed

stud

ents

Non

-mar

ine

park

s st

uden

ts

1.

To in

crea

se

awar

enes

s th

roug

h ed

ucat

iona

l pr

ogra

mm

es a

nd

med

ia

100%

und

erst

and

the

impo

rtanc

e of

m

arin

e pa

rks

and

its b

iodi

vers

ity

80%

und

erst

and

the

impo

rtanc

e of

m

arin

e pa

rks

and

its b

iodi

vers

ity

•O

rgan

ise

Mar

ine

Educ

atio

nC

amps

.•

Spec

ialt

rain

ings

fors

tude

nts

tob

ecom

ein

form

atio

nag

ents

.•

Set-u

p‘M

arin

ePa

rkC

orne

r’in

sch

ools

loc

ated

in

mar

ine

park

s.

•O

rgan

ise

lect

ures

,br

iefin

gsa

nde

xhib

ition

sat

sch

ools

(ro

ad

show

s).

•D

istri

butio

nof

DM

PM’s

publ

icat

ions

tos

choo

llib

rarie

s.

Gen

eral

Pub

lic1.

To

incr

ease

aw

aren

ess

thro

ugh

educ

atio

nal

prog

ram

mes

and

m

edia

80%

und

erst

and

the

impo

rtanc

e of

con

serv

atio

n of

mar

ine

biod

iver

sity

and

su

ppor

t DM

PM’s

effo

rts

•Pa

rtici

pate

and

org

anis

eex

hibi

tions

at

publ

icv

enue

s;e

.g.

Nat

iona

l M

useu

m,

Nat

iona

l Sc

ienc

e C

entre

, sh

oppi

ng

com

plex

es, e

tc.

•In

crea

sen

umbe

rofm

arin

epa

rkp

ublic

atio

nsa

ndd

istri

bute

to

a w

ider

rang

e of

read

ers.

•Pu

blis

h/b

road

cast

mar

ine

park

new

sin

prin

tand

ele

ctro

nic

med

ia.


25

Chapter6main messages


TAR

GET

G

RO

UP

IMPL

EMEN

TATI

ON

MA

IN M

ESSA

GES

MES

SAG

ES T

O B

E C

ON

vEY

ED

NRE

offi

cers

(D

epar

tmen

ts &

A

genc

ies

in N

RE)

To d

isse

min

ate

info

rmat

ion

to

NRE

offi

cers

th

roug

h ex

hibi

tions

, le

ctur

es, w

ebsi

te,

soci

al w

ebsi

tes

and

dist

ribut

ion

of p

ublis

hed

mat

eria

ls

Mes

sage

1:

1 N

RE L

oves

Mar

ine

Park

s(1

NRE

Say

ang

Tam

an

Laut

)

•N

REo

ffice

rsa

spio

neer

sin

mar

ine

biod

iver

sity

man

agem

ent

and

cons

erva

tion

effo

rts.

•D

MPM

’sVi

sion

and

Mis

sion

are

par

alle

lto

the

Min

istry

’sob

ject

ives

.•

The

Min

istry

is

fo

cuse

don

go

od

man

agem

ent

and

cons

erva

tion

of m

arin

e bi

odiv

ersi

ty.

Mes

sage

2:

Mar

ine

Park

s is

O

ur R

espo

nsib

ility

(T

aman

Lau

t Ta

nggu

ngja

wab

Ber

sam

a)

•Re

cogn

ise

the

valu

eof

mar

ine

park

saso

neo

fthe

cou

ntry

’sm

ain

econ

omic

con

tribu

tors

and

hen

ce th

e im

porta

nce

of

its c

onse

rvat

ion.

•C

oope

ratio

nw

itho

ther

dep

artm

ents

and

age

ncie

sw

ithin

th

e M

inis

try.

Mes

sage

3:

Frie

nds

of M

arin

e Pa

rks

(Rak

an T

aman

Lau

t)

•To

cre

ate

ach

ain

ofv

olun

teer

sfor

mar

ine

park

scon

serv

atio

npr

ogra

mm

es.

•To

in

crea

se

and

impr

ove

unde

rsta

ndin

gof

D

MPM

’sfu

nctio

ns.

Oth

er re

leva

nt

agen

cies

Info

rmat

ion

diss

emin

atio

n in

rela

tion

to

DM

PM to

oth

er

rele

vant

age

ncie

s (m

agaz

ines

, an

nual

repo

rts,

broc

hure

s an

d po

ster

s)

Mes

sage

1:

Mar

ine

Park

s as

the

Nat

ion’

s Ec

onom

ic D

river

(T

aman

Lau

t Pem

angk

in

Ekon

omi N

egar

a)

•Th

ees

tabl

ishm

ento

fmar

ine

park

sco

ntrib

utes

pos

itive

lyto

th

e na

tion’

s ec

onom

y.•

Mar

ine

park

sas

mai

nto

uris

tdes

tinat

ions

.

Mes

sage

2:

Mar

ine

Park

s ar

e O

ur H

erita

ge

(Tam

an L

aut W

arisa

n Ki

ta)

•M

itiga

tion

and

era

dica

tion

ofth

reat

sto

mar

ine

biod

iver

sity

in

mar

ine

park

s re

quire

s jo

int

effo

rts f

rom

all

rele

vant

pa

rties

.•

Supp

orts

DM

PM’s

cons

erva

tion

effo

rtsth

roug

hjo

intf

undi

ng

and

oper

atio

ns.


27TA

RG

ET

GR

OU

PIM

PLEM

ENTA

TIO

NM

AIN

MES

SAG

ESM

ESSA

GES

TO

BE

CO

Nv

EYED

Loca

l C

omm

uniti

esO

rgan

ise

com

mun

ity

& a

ltern

ativ

e liv

elih

ood

prog

ram

mes

Dis

sem

inat

e in

form

atio

n on

th

e im

porta

nce

of c

onse

rvin

g m

arin

e pa

rks

Mes

sage

1:

Our

Ree

fs, O

ur

Resp

onsi

bilit

y (T

erum

bu

Kita

, Tan

ggun

gjaw

ab K

ita)

•Aw

aren

esso

nth

eim

porta

nce

ofm

arin

epa

rksc

onse

rvat

ion.

•Re

spon

sibi

lity

top

rote

ctm

arin

epa

rks

lies

with

eve

ryon

e.

Mes

sage

2:

Mar

ine

Park

s ar

e O

ur

Park

s(T

aman

Lau

t Tam

an K

ita)

•Aw

aren

ess

onth

eim

porta

nce

ofm

arin

epa

rks.

•M

arin

epa

rks

isk

eyto

sus

tain

able

mar

ine

reso

urce

s,a

ndin

tu

rn a

re th

e m

ain

sour

ces o

f rev

enue

for l

ocal

com

mun

ities

.

Mes

sage

3:

Mar

ine

Park

, We

Car

e•

Des

truct

ion

and

depl

etio

nof

mar

ine

reso

urce

sim

pact

sth

eec

onom

ies

of lo

cal c

omm

uniti

es.

•Fr

iday

ser

mon

sfo

cuss

ing

onc

arin

gfo

rmar

ine

park

s.•

Co-

man

agem

ento

fmar

ine

reso

urce

s.

Loca

l fish

erm

en

and

recr

eatio

nal

fishi

ng o

pera

tors

Org

aniz

e m

eetin

gs a

nd

inte

ract

ive

sess

ions

Mes

sage

1:

Mar

ine

Park

s G

uara

ntee

s Su

stai

nabl

e Fi

sher

ies

(T

aman

Lau

t Jam

in

Perik

anan

Les

tari)

•Aw

aren

ess

onth

eim

porta

nce

ofm

arin

epa

rks.

•M

arin

epa

rks

asfi

shn

urse

ries

for

bree

ding

and

als

oas

pr

otec

tion

from

the

elem

ents

.

Mes

sage

2:

Lega

cy fo

r Fut

ure

Gen

erat

ions

(War

iskan

unt

uk g

ener

asi

akan

dat

ang)

•O

bser

ver

ules

and

reg

ulat

ions

and

do

not

encr

oach

int

om

arin

e pa

rks.

•G

azet

tem

ento

fm

arin

epa

rks

incr

ease

sfis

hery

reso

urce

s.


TAR

GET

G

RO

UP

IMPL

EMEN

TATI

ON

MA

IN M

ESSA

GES

MES

SAG

ES T

O B

E C

ON

vEY

ED

Tour

ism

rela

ted

busi

ness

op

erat

ors

(e.g

. ho

tels

/cha

lets

, sc

uba

divi

ng

oper

ator

s, b

oat

oper

ator

s, e

tc.)

Info

rmat

ion

diss

emin

atio

n in

rela

tion

to

mar

ine

park

s

Mes

sage

1:

Mar

ine

Park

s is

O

ur R

espo

nsib

ility

(T

aman

Lau

t Ta

nggu

ngaj

awab

Be

rsam

a)

•Aw

aren

ess

onth

eim

porta

nce

ofm

arin

epa

rks.

•

Age

nts

top

ublic

ise

mar

ine

park

sre

late

din

form

atio

n.

Mes

sage

2:

Mar

ine

Park

s as

To

uris

m D

estin

atio

n

(T

aman

Lau

t Des

tinas

i Pe

lanc

onga

n)

•M

arin

epa

rks

asi

ncom

eco

ntrib

utor

to

tour

ism

ope

rato

rs

and

busi

ness

es.

•M

arin

epa

rks

asth

ena

tion’

sec

onom

icg

ener

ator

.

Dom

estic

and

In

tern

atio

nal

Tour

ists

Info

rmat

ion

diss

emin

atio

nM

essa

ge 1

:M

arin

e Pa

rks:

Mar

ine

Meg

a Bi

odiv

ersi

ty

(Tam

an L

aut:

Meg

a Bi

odiv

ersit

i Mar

in)

•M

alay

sia

iso

neo

fthe

few

‘meg

a-bi

odiv

erse

’cou

ntrie

s.•

42is

land

sga

zette

das

mar

ine

park

san

dre

serv

es.

Mes

sage

2:

Trea

sure

Mar

ine

Park

s Be

auty

(Be

rsam

a M

engh

ayat

i Kei

ndah

an

Tam

an L

aut)

•Aw

aren

ess

ofth

eva

lue

ofm

arin

epa

rks

beau

tya

ndu

niqu

ech

arac

teris

tics.

•M

any

uniq

uea

ndin

tere

stin

gac

tiviti

esto

be

enjo

yed

subj

ect

to m

arin

e pa

rks’

rule

s an

d re

gula

tions

.

Mes

sage

3:

Mar

ine

Park

s M

alay

sia,

Wor

ld-C

lass

To

uris

t Des

tinat

ion

(Tam

an L

aut M

alay

sia,

Des

tinas

i Pel

anco

ngan

Be

rtara

f Dun

ia)

•M

arin

epa

rks

are

amon

gst

the

best

mar

ine

biod

iver

se

tour

ism

des

tinat

ions

.•

Mar

ine

park

s’u

niqu

ech

arac

teris

tics

shou

ldb

esh

ared

and

en

joye

d by

all.


29TA

RG

ET

GR

OU

PIM

PLEM

ENTA

TIO

NM

AIN

MES

SAG

ESM

ESSA

GES

TO

BE

CO

Nv

EYED

Med

iaM

edia

to

parti

cipa

te

in D

MPM

’s pr

ogra

mm

es

Mes

sage

1:

Mar

ine

Park

s, O

ur

Nat

iona

l Tre

asur

e

(Tam

an L

aut K

haza

nah

Neg

ara)

•Im

porta

nce

of

good

m

arin

epa

rks

man

agem

ent

and

cons

erva

tion

prog

ram

mes

to g

ener

ate

natio

nal r

even

ue•

Awar

enes

sto

car

ean

dap

prec

iate

mar

ine

park

s

Mes

sage

2:

Nat

ure’

s be

auty

to b

e sh

ared

(Ke

inda

han

Ala

m

Dik

ongs

i Ber

sam

a)

•Sh

are

mar

ine

park

s’b

eaut

yan

dun

ique

cha

ract

eris

tics.

•Pr

omot

em

arin

epa

rks

asw

orld

-cla

ssto

uris

md

estin

atio

ns.

Stud

ents

Org

anis

e m

arin

e ap

prec

iatio

n pr

ogra

mm

es

Mes

sage

1:

I Che

rish

Mar

ine

Park

s

(T

aman

Lau

t di H

atik

u)

•Fo

ster

aw

aren

ess

to

appr

ecia

te

mar

ine

park

sam

ongs

tst

uden

ts.

•Fo

ster

inte

rest

and

incr

ease

aw

aren

ess

toc

heris

han

dca

re

for m

arin

e pa

rks.

•M

arin

epa

rks

are

tob

een

joye

dby

all

and

for

futu

re

gene

ratio

ns.

Gen

eral

Pub

licO

rgan

ise

exhi

bitio

ns,

incr

ease

pu

blic

atio

ns a

nd

broa

dcas

t mar

ine

park

s re

late

d ne

ws

in p

rint a

nd

elec

troni

c m

edia

Mes

sage

1:

Let’s

car

e fo

r mar

ine

park

s

(Jom

Jaga

Tam

an

Laut

)

•To

geth

erw

eca

refo

rmar

ine

ecos

yste

ms.

•Be

tteru

nder

stan

ding

oft

hep

urpo

sefo

rgoo

dm

arin

epa

rks

man

agem

ent a

nd c

onse

rvat

ion.


31

Figure 2: DMPM Logo

Chapter7penjenamaan Dan iDentiti


Brief logo description

DARK BLUE CIRCLESymbolizes unity among Department of Marine Park Malaysia staff in the country’s marine resources conservation efforts.

The word “Jabatan” (Department) in the dark blue circle indicates that the seas are within the management of the Department of Marine Park Malaysia (DMPM). LIGhT BLUE CIRCLE

The goal is for more clean and well-managed seas.

The light blue portions are separated equally to signify that the management of the marine parks is carried out in equal balance between conservation and use of marine resources.

WhITE WAvEWhite represents waves, fishes and islands.

There are two waves representing the department’s direction and the other indicates the department’s approach to achieve its objectives in line with the nation’s developmental agenda for a better future. The colour white symbolizes the department’s sincerity and transparency in its efforts to protect the nation’s marine resources.


33

TAGLINE

Marine Park is Our Country’s Treasure

vISION

To be the pioneer in marine biodiversity conservation and sustainable management in Southeast Asia by 2015

MISSION

To conserve and manage marine resources in marine parks scientifically for the benefit of the people and the country

WEBSITEwww.dmpm.nre.gov.my


35

Acrisis can be defined as a situation or a ‘state’ that threatens the reputation /status of an organisation which requires immediate remedial solutions. This

Communication Plan is envisioned to be as a guideline or reference to address relevant issues and critical situations and at the same time maintain the Department’s image and reputation.

The Crisis Communication Plan includes the following items:

i. Define the crisis and its issues:• Identifytheissuesorcrisis;• Identifythecauseofthecrisis.

ii. Team and spokespersons responsible for issues or crisis management• Createateamconsistingofstafffromrelevantsectionstoaddressissuesor

crisis.

iii. Action plans to address crisis.• Theproposedactionplanswillactasguidelinesinaddressingissuesor

crisis.

iv. Use of media to deliver information and main messages:• Identifycorrectandmostsuitableinformationinresponsetotheissuesor

crisis.• Theinformationistobedisseminatedtothegeneralpublicviaelectronicor

print media.

Chapter8crisis communication plan


Tabl

e 6:

Cris

is M

anag

emen

t Pla

n of

Act

ion

CR

ISIS

TEA

M

SPO

KESP

ERSO

NPL

AN

OF

AC

TIO

NIN

FOR

MA

TIO

N T

O B

E D

ISSE

MIN

ATE

D

Nat

ural

dis

aste

rs

and

impa

cts

of

clim

ate

chan

ge

in m

arin

e pa

rks

(Exa

mpl

e:

cora

l ble

achi

ng,

tsun

amis

, sto

rm

surg

es)

Stat

e-le

vel T

ask

Forc

e:•

Stat

eD

irect

or•

Mar

ine

Park

ce

ntre

man

ager

•C

omm

andi

ng

Offi

cer

•O

ther

rele

vant

pa

rties

Stat

e D

irect

or•

Con

firm

/ve

rify

inf

orm

atio

nof

th

e na

tura

l dis

aste

r and

repo

rt to

hea

dqua

rters

.•

Hol

dpr

elim

inar

ydi

scus

sion

at

Sta

te-le

vel T

ask

Forc

e an

d m

onito

r site

s th

at a

re a

ffect

ed•

Subm

ita

repo

rtto

hea

dqua

rters

on

the

mat

ter

•Re

fert

oth

e“C

oral

Ree

fBl

each

ing

Resp

onse

Pla

n”

•Ty

peo

fnat

ural

dis

aste

r,lo

catio

ns, c

ause

s, u

pdat

ed

stat

us, e

ffect

s of

the

disa

ster

s•

Act

ions

take

nby

DM

PMto

ad

dres

s th

e cr

isis

•A

ctio

nsb

yot

herr

elev

ant

parti

es to

add

ress

the

cris

is•

Prev

entiv

eac

tions

to

min

imiz

e nu

mbe

r of

inci

denc

es o

r miti

gate

the

effe

cts

of th

e di

sast

erFe

dera

l-lev

el T

ask

Forc

e :

•D

irect

or-

Gen

eral

•D

eput

yD

irect

or-

Gen

eral

•D

irect

oro

fIn

terp

reta

tion

of In

form

atio

n an

d Ed

ucat

ion

Div

isio

n•

Div

isio

nal

Dire

ctor

s•

Oth

erre

leva

nt

parti

es

•D

irect

or-

Gen

eral

O

R •

Dep

uty

Dire

ctor

-G

ener

al

O

R •

Dire

ctor

of

Info

rmat

ion

and

Educ

atio

n D

ivis

ion

Inte

rpre

tatio

n of

Info

rmat

ion

and

Educ

atio

n D

ivis

ion

•A

ccep

tsre

port

from

the

Stat

eof

fice

•H

old

disc

ussi

ons

essi

ons

atth

eFe

dera

l-lev

el T

ask

Forc

e•

Info

rmd

ecis

ion-

mak

ers

inth

eM

inis

try (N

RE)

•Pr

epar

ein

form

atio

nfo

rpub

lic

diss

emin

atio

n•

Mon

itorn

ews

/arti

cles

pu

blis

hed

by m

edia

thro

ugho

ut

the

cris

is p

erio

d

•Te

mpo

rary

clo

sure

oft

hea

reas

af

fect

ed b

y th

e na

tura

l dis

aste

r•

Com

plet

elis

tofa

ffect

ed

area

s•

Prop

osed

alte

rnat

ive

site

sfo

r rec

reat

iona

l act

iviti

es•

Dur

atio

nof

clo

sure


37C

RIS

ISTE

AM

SP

OKE

SPER

SON

PLA

N O

F A

CTI

ON

INFO

RM

ATI

ON

TO

BE

DIS

SEM

INA

TED

Acc

iden

ts

invo

lvin

g ve

ssel

s in

mar

ine

park

s w

ater

s.

(Exa

mpl

e: v

esse

ls

sink

ing,

ves

sels

on

fire

, ves

sel

acci

dent

s an

d st

rand

ing)

Stat

e-le

vel T

ask

Forc

e:•

Stat

eD

irect

or•

Mar

ine

Park

cen

tre

man

ager

•C

omm

andi

ng

Offi

cer

•O

ther

rele

vant

pa

rties

Stat

e D

irect

or•

Con

firm

info

rmat

ion

inre

latio

nto

the

acci

dent

and

repo

rt to

he

adqu

arte

rs a

nd o

ther

rele

vant

ag

enci

es•

Hol

dem

erge

ncy

mee

tings

at

Stat

e le

vel w

ith o

ther

rele

vant

ag

enci

es•

Prep

are

info

rmat

ion

for

head

quar

ters

(Fed

eral

) and

ot

her r

elev

ant p

artie

s•

Info

rmat

ion

diss

emin

ated

th

roug

h Fe

dera

l offi

ce

•Ty

peo

facc

iden

tand

ac

tions

take

n by

DM

PM

and

othe

r rel

evan

t age

ncie

s•

Loca

tion,

dat

e,c

ause

of

acci

dent

, num

ber a

nd

curr

ent s

tatu

s of

vic

tim/s

•Ef

fect

and

val

ueo

fdam

age

to th

e m

arin

e re

sour

ces

caus

ed b

y th

e ac

cide

nts

•Pr

even

tive

actio

nsta

ken

to a

void

repe

titio

n of

in

cide

nts

Acc

iden

ts

invo

lvin

g to

uris

ts

in m

arin

e pa

rk

area

s

(Exa

mpl

e: d

ivin

g si

ckne

ss (D

SC),

inju

ry fr

om

recr

eatio

nal

activ

ities

, dr

owni

ng,

disa

ppea

ranc

es,

and

fata

lity)

Stat

e-le

vel T

ask

Forc

e:•

Stat

eD

irect

or•

Mar

ine

Park

cen

tre

man

ager

•C

omm

andi

ng

Offi

cer

•O

ther

rele

vant

pa

rties

Stat

e D

irect

or•

Ass

istt

hev

ictim

/s•

Con

firm

info

rmat

ion

inre

latio

nto

the

acci

dent

and

repo

rt to

he

adqu

arte

rs•

Info

rmat

ion

diss

emin

ated

th

roug

h Fe

dera

l offi

ce

•Ty

peo

facc

iden

tand

ac

tions

take

n by

DM

PM

and

othe

r rel

evan

t age

ncie

s•

Loca

tion,

dat

e,c

ause

of

acci

dent

, num

ber a

nd

curr

ent s

tatu

s of

vic

tim/s

•Pr

even

tive

actio

nsta

ken

to

avoi

d re

petit

ion

of in

cide

nts


CR

ISIS

TEA

M

SPO

KESP

ERSO

NPL

AN

OF

AC

TIO

NIN

FOR

MA

TIO

N T

O B

E D

ISSE

MIN

ATE

D

Mor

talit

y of

m

arin

e lif

e:

(Exa

mpl

e:

wha

les,

du

gong

s,

dolp

hins

, tu

rtle

s,

wha

lesh

arks

, et

c)

Sta

te-l

evel

Tas

k Fo

rce:

:•

M

arin

ePa

rk c

entr

e m

anag

er•

C

omm

andi

ng

Offi

cer

Fede

ral-

leve

l Ta

sk F

orce

Stat

e D

irec

tor

•

Con

firm

info

rmat

ion

in

rela

tion

to th

e in

cide

nt a

nd

repo

rt to

hea

dqua

rter

s an

d ot

her

rele

vant

age

ncie

s•

In

form

atio

ndi

ssem

inat

ed

thro

ugh

Fede

ral o

ffice

•

Type

ofm

arin

elif

ean

dac

tions

take

n by

DM

PM

and

othe

r re

leva

nt

agen

cies

•

Loca

tion,

dat

e,ti

me,

ca

use

of in

cide

nts

and

upda

ted

stat

us o

f the

m

arin

e lif

e.

pelan komunikasi jabatan taman laut malaysia 2012-2017


39


41

Chapter9monitoring effectiveness of programmes

The effectiveness of every DMPM programme or activity has to be monitored consistently to allow for improvements via an adaptive approach. This analysis

will determine whether a programme or activity has achieved its goal. The method of analysis varies with every programme or activity.


Tabl

e 7:

Act

ion

Plan

for

Mon

itorin

g Ef

fect

iven

ess

of P

rogr

amm

es

TAR

GET

G

RO

UP

IMPL

EMEN

TATI

ON

AN

ALY

SIS

/ O

BSE

Rv

ATI

ON

NRE

Offi

cers

(D

epar

tmen

ts /

Age

ncie

s un

der

NRE

)

•Br

oadc

ast

thro

ugh

inte

rnet

;N

RE,

DM

PMw

ebsi

tes,

Fac

eboo

k,

Twitt

er, e

tc.

•Bu

ntin

gsa

ndp

oste

rsw

itha

ttrac

tive

and

easy

tore

mem

berk

ey

mes

sage

s.•

Brie

fings

and

lect

ures

atN

RE,D

epar

tmen

tsa

nda

genc

ies.

•Li

nks

pirit

ual

resp

onsi

bilit

yan

dm

oral

ityt

oco

nser

vatio

nan

dm

anag

emen

t of t

he e

nviro

nmen

t – a

s re

spon

sibl

e le

ader

s.•

Dis

tribu

tion

ofp

oste

rs,

broc

hure

san

dD

MPM

mag

azin

esf

or

NRE

offi

cers

and

at t

he li

brar

y.•

Org

anis

eco

mpe

titio

ns:

post

erd

raw

ings

,w

ritin

gar

ticle

s,f

olk

song

s, u

nder

wat

er p

hoto

grap

hy.

•Pa

rtici

pate

inN

RE(D

epar

tmen

tal/

Age

ncie

s)–

leve

lexh

ibiti

ons

such

as

in E

nviro

nmen

t Wee

k, W

orld

Oce

ans

Day

, Ear

th D

ay,

Wor

ld W

ater

Day

and

Inno

vatio

n D

ay, e

tc.

•O

rgan

ise

Trai

ning

ofT

rain

er(

TOT)

pro

gram

sfo

rN

REo

ffice

rs

and

DM

PM t

o im

prov

e un

ders

tand

ing

of t

he i

mpo

rtanc

e of

m

arin

e bi

odiv

ersi

ty m

anag

emen

t an

d th

us b

ecom

e D

MPM

’s in

form

atio

n ag

ents

.

•Q

uest

ionn

aire

sap

plie

ddu

ring

prog

ram

me

impl

emen

tatio

n•

Visi

tors

feed

back

/su

rvey

s

Lain

-lain

Age

nsi

•D

istri

butio

nof

DM

PMp

ublic

atio

nm

ater

ials

(e.

g.m

agaz

ines

,an

nual

repo

rts, b

roch

ures

and

pos

ters

).•

Org

anis

ejo

int-p

rogr

amm

esw

itho

ther

rel

evan

tde

partm

ents

an

d ag

enci

es s

uch

as D

OF,

APM

M a

nd P

GM

.•

Brie

fings

,le

ctur

esa

ndm

obile

exh

ibiti

ons

(road

sho

ws)

at

all

rele

vant

Dep

artm

ent a

nd A

genc

ies.

•O

rgan

ise

Trai

ning

of

Tra

iner

(T

OT)

pr

ogra

mm

es

for

othe

rag

enci

es

to

impr

ove

unde

rsta

ndin

g of

th

e im

porta

nce

of

mar

ine

biod

iver

sity

man

agem

ent

and

thus

bec

ome

DM

PM’s

info

rmat

ion

agen

ts

•Su

ppor

tfro

mo

ther

age

ncie

sth

roug

hth

e pr

ovis

ion

of

addi

tiona

l bu

dget

an

d fu

ndin

g fo

r m

arin

e bi

odiv

ersi

ty

cons

erva

tion

prog

ram

mes

.•

Parti

cipa

tion

ofo

ther

age

ncie

sin

even

ts

orga

nize

d by

DM

PM


43TA

RG

ET

GR

OU

PIM

PLEM

ENTA

TIO

NA

NA

LYSI

S /

OB

SER

vA

TIO

N

Loca

l C

omm

uniti

es•

Org

anis

epr

ogra

mm

esw

ithth

elo

calc

omm

uniti

es.

•In

stal

latio

nof

arti

ficia

lre

efs

outs

ide

the

mar

ine

park

sw

ater

s(>

2nm

) for

recr

eatio

nal s

port

fishi

ng.

•Fr

iday

pra

yers

erm

ons

atm

arin

epa

rks

mos

ques

.•

Org

anis

edi

alog

ues,

le

ctur

es

and

brie

fings

w

ith

loca

lco

mm

uniti

es.

•O

rgan

ise

mar

ine

reso

urce

sm

anag

emen

tbes

tpra

ctic

estr

aini

ng

and

wor

ksho

ps.

•C

oope

ratio

nw

ithth

eN

atio

nalS

ecur

ityC

ounc

il(M

KN –

Maj

lis

Kese

lam

atan

Neg

ara)

.•

Und

erta

ked

iplo

mat

ica

ppro

ache

sw

ithth

elo

calc

omm

uniti

es.

•N

umbe

rof

pa

rtici

pant

sfro

m

loca

lco

mm

uniti

es in

pro

gram

mes

org

aniz

ed

by D

MPM

.

Loca

l fish

erm

en

& re

crea

tiona

l sp

ort fi

shin

g op

erat

ors

•O

rgan

ise

prog

ram

mes

w

ith

fishi

ng

com

mun

ities

th

roug

hle

ctur

es, d

ialo

gues

, etc

.•

Que

stio

nnai

res

appl

ied

durin

gpr

ogra

mm

e im

plem

enta

tion.

•Re

duct

ion

inn

umbe

rofe

ncro

achm

ent

inci

dent

s in

mar

ine

park

s.•

Leve

lof

par

ticip

atio

nof

fish

erm

eni

npr

ogra

mm

es o

rgan

ized

by

DM

PM.

•N

umbe

rof

re

porte

dca

ses

for

encr

oach

men

t an

d/or

oth

er v

iola

tions

re

porte

d by

loca

l fish

erm

en.

Tour

Ope

rato

rs

(hot

els,

cha

lets

, sc

uba

divi

ng

cent

res,

boa

t op

erat

ors)

•O

rgan

ise

wor

ksho

psa

ndt

rain

ing

for

tour

ist

guid

es(

natu

re

guid

es) a

nd to

uris

m-b

ased

ope

rato

rs.

•Pa

rtici

patio

nby

to

uris

m-b

ased

op

erat

ors

in

DM

PM’s

prog

ram

mes

.•

Ann

ual

ackn

owle

dgem

ents

(en

dors

emen

ts)

toc

hale

ts/

res

orts

op

erat

ors

prac

ticin

g /

supp

ortin

g m

arin

e pa

rks

cons

erva

tion

prog

ram

mes

.

•M

arin

ere

sour

cem

anag

emen

tbe

st p

ract

ices

app

lied

in b

usin

ess

oper

atio

ns.

•Su

ppor

tand

par

ticip

atio

nin

eve

nts

/pr

ogra

mm

es o

rgan

ized

by

DM

PM.


TAR

GET

G

RO

UP

IMPL

EMEN

TATI

ON

AN

ALY

SIS

/ O

BSE

Rv

ATI

ON

Dom

estic

and

In

tern

atio

nal

Tour

ists

•Fu

rnis

hM

arin

ePa

rkI

nfor

mat

ion

Cen

tres

with

goo

dm

arin

ebi

odiv

ersi

ty in

form

atio

n.•

Dis

tribu

tion

ofp

ublic

atio

nm

ater

ials

on

mar

ine

park

sto

hot

els,

ch

alet

s, a

irpor

ts, i

n ai

rpla

nes

and

ferr

ies.

•Pr

ovid

efa

cilit

ies

ford

isab

led

peop

le.

•C

usto

mer

/To

uris

tSat

isfa

ctio

nfe

edba

ck o

n D

MPM

’s In

form

atio

n C

entre

.•

Com

plai

nts

from

tour

ists

.

Non

-G

over

nmen

tal

Org

anis

atio

ns

(NG

Os)

•D

MPM

an

dN

GO

sco

oper

ate

in

awar

enes

san

dre

sear

ch

prog

ram

mes

.•

Org

anis

ew

orks

hops

and

cou

rses

with

NG

Os.

•Su

ppor

tto

unde

rtake

CSR

pro

gram

mes

.•

Obt

ain

inte

rnat

iona

lgra

nts

fore

duca

tiona

lpro

gram

mes

.

•Im

plem

enta

tion

ofp

ublic

aw

aren

ess

prog

ram

mes

by

NG

Os.

•N

GO

spa

rtici

patio

nin

mar

ine

rela

ted

awar

enes

s pr

ogra

mm

es

Rese

arch

ers

/ A

cade

mic

ians

(L

ocal

and

Fo

reig

n)

•Si

gnin

gof

Mem

oran

dum

ofU

nder

stan

ding

s(M

oU).

•U

tilis

eex

perti

set

otra

inM

arin

ePa

rko

ffice

rsa

ndu

nder

take

ne

w re

sear

ches

.•

Enco

urag

em

ore

rese

arch

inm

arin

epa

rks.

•In

crea

sein

num

bero

fres

earc

h.

Med

ia•

Org

anis

e‘D

own

toth

eG

roun

d’p

rogr

amm

esw

ithm

edia

.•

Arr

ange

for

med

iap

ublic

itya

ndp

rom

otio

nso

nal

lD

MPM

’sac

tiviti

es /

prog

ram

mes

.•

Med

iap

artic

ipat

ion

inD

MPM

’spr

ogra

mm

es.

•A

ckno

wle

dge

med

ia’s

cont

ribut

ion.

•To

sup

ply

info

rmat

ion

tom

edia

.

•Pr

ess

cove

rage

.•

Acc

urac

yof

inf

orm

atio

ndi

ssem

inat

ed

to p

ublic

.


45TA

RG

ET

GR

OU

PIM

PLEM

ENTA

TIO

NA

NA

LYSI

S /

OB

SER

vA

TIO

N

Mar

ine

park

s-ba

sed

stud

ents

Non

mar

ine

park

s-ba

sed

stud

ents

•O

rgan

ise

Mar

ine

Educ

atio

nC

amps

.•

Spec

ialt

rain

ings

fors

tude

nts

tob

ecom

ein

form

atio

nag

ents

.•

Set-u

p‘M

arin

ePa

rkC

orne

r’in

sch

ools

loca

ted

inm

arin

epa

rks.

•O

rgan

ise

lect

ures

,br

iefin

gsa

nde

xhib

ition

sat

sch

ools

(ro

ad

show

s).

•D

istri

butio

nof

DM

PM’s

publ

icat

ions

tos

choo

llib

rarie

s.

•Su

rvey

sdo

ne

befo

re

and

afte

rpr

ogra

mm

e im

plem

enta

tion.

•O

rgan

ise

quiz

zes

inre

latio

nto

mar

ine

park

s aw

aren

ess

and

unde

rsta

ndin

g.

Gen

eral

Pub

lic•

Parti

cipa

tea

ndo

rgan

ise

exhi

bitio

nsa

tpub

licv

enue

s;e

.g.N

atio

nal

Mus

eum

, Nat

iona

l Sci

ence

Cen

tre, s

hopp

ing

com

plex

es, e

tc.

•In

crea

sen

umbe

rof

mar

ine

park

pub

licat

ions

and

dis

tribu

tet

oa

wid

er ra

nge

of re

ader

s.•

Publ

ish

/br

oadc

ast

mar

ine

park

new

sin

prin

tan

del

ectro

nic

med

ia.

•N

umbe

rof

vol

unte

ers

parti

cipa

ting

in

vario

us p

rogr

amm

es.

•Pr

ogra

mm

esp

onso

rshi

ps.


47

Chapter10

Implementation of the various programmes are outlined in the table below:

Table 8: Implementation of Programmes

PROGRAM JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOv DEC

Exhibitions

Programmes with Policy Makers

Programmes with Island Communities

Programmes with Fishing Communities

Programmes with Tour operators

Programmes with Media

Marine Education Camps

Programmes with Schools

Publication of information materials

Other awareness programmes

implementation


49

Chapter11estimateD cost of implementation


The

estim

ated

cos

t of i

mpl

emen

tatio

n is

as

belo

w:

PRO

GR

AM

ME

FREQ

UEN

CY

O

F A

CTI

VIT

IES

PAR

TIC

IPA

TIO

N /

TAR

GET

GR

OU

PA

LLO

CA

TIO

N

(RM

)

Exhi

bitio

ns

10G

ener

al P

ublic

70,0

00.0

0

Prog

ram

mes

with

Pol

icy

Mak

ers

2Po

licy

mak

ers

(Sta

te g

over

nmen

ts,

AD

UN

, UPE

N, e

tc.)

10,0

00.0

0

Prog

ram

mes

with

Isla

nd

Com

mun

ities

5Is

land

ers

150,

000.

00

Prog

ram

mes

with

Fis

hing

C

omm

uniti

es2

Fish

erm

en20

,000

.00

Prog

ram

mes

with

Tou

r op

erat

ors

5M

arin

e pa

rk to

uris

m-r

elat

ed o

pera

tors

50,0

00.0

0

Prog

ram

mes

with

Med

ia2

Jour

nalis

ts30

,000

.00

Mar

ine

Educ

atio

n C

amps

12C

amps

for

stud

ents

240,

000.

00

Prog

ram

mes

with

Sch

ools

10St

uden

ts20

,000

.00

Oth

er a

war

enes

s pr

ogra

mm

es8

Gen

eral

Pub

lic80

,000

.00

Trai

ning

of s

taff

2Im

plem

ente

rs60

,000

.00

Publ

icat

ion

of in

form

atio

n m

ater

ials

Gen

eral

Pub

lic10

0,00

0.00

Ass

et p

rocu

rem

ent

100,

000.

00

TOTA

L

58 P

RO

GR

AM

SR

M 9

30,0

00


51

The

estim

ated

cos

t of i

mpl

emen

tatio

n is

as

belo

w:

PRO

GR

AM

ME

FREQ

UEN

CY

O

F A

CTI

VIT

IES

PAR

TIC

IPA

TIO

N /

TAR

GET

GR

OU

PA

LLO

CA

TIO

N

(RM

)

Exhi

bitio

ns

10G

ener

al P

ublic

70,0

00.0

0

Prog

ram

mes

with

Pol

icy

Mak

ers

2Po

licy

mak

ers

(Sta

te g

over

nmen

ts,

AD

UN

, UPE

N, e

tc.)

10,0

00.0

0

Prog

ram

mes

with

Isla

nd

Com

mun

ities

5Is

land

ers

150,

000.

00

Prog

ram

mes

with

Fis

hing

C

omm

uniti

es2

Fish

erm

en20

,000

.00

Prog

ram

mes

with

Tou

r op

erat

ors

5M

arin

e pa

rk to

uris

m-r

elat

ed o

pera

tors

50,0

00.0

0

Prog

ram

mes

with

Med

ia2

Jour

nalis

ts30

,000

.00

Mar

ine

Educ

atio

n C

amps

12C

amps

for

stud

ents

240,

000.

00

Prog

ram

mes

with

Sch

ools

10St

uden

ts20

,000

.00

Oth

er a

war

enes

s pr

ogra

mm

es8

Gen

eral

Pub

lic80

,000

.00

Trai

ning

of s

taff

2Im

plem

ente

rs60

,000

.00

Publ

icat

ion

of in

form

atio

n m

ater

ials

Gen

eral

Pub

lic10

0,00

0.00

Ass

et p

rocu

rem

ent

100,

000.

00

TOTA

L

58 P

RO

GR

AM

SR

M 9

30,0

00 appendix: press release example

Press ReleaseBy Dr Sukarno bin Wagiman

Director GeneralDepartment of Marine Park Malaysia

Marine Parks Encroachment in Terengganu22 April 2011

Terengganu – The Department of Marine Park Malaysia has successfully captured a locally owned fishing vessel staffed by foreign fishermen encroaching in the waters of the marine parks area of Pulau Yu Kecil, Pulau Redang, Kuala Terengganu on the 21st April 2011.

The long-line fishing vessel with the registration number PAF 4592 (Zone C2) was spotted and detained for collecting sea cucumbers by the Department of Marine Park’s officers in their speed boat (PTL 8) approximately 0.27 nautical miles off the island of Pulau Yu Kecil, Pulau Redang, Terengganu. The coordinates of the vessel arrested was at Latitude: 05˚ 37.610’ North and Longitude: 103˚ 09.547’ East.

All 15 Vietnamese fishermen were arrested for illegal fishing of sea cucumbers under Section 43(1)(b) of the Fisheries Act 1985; and for violation of fishing license under Section 8(b) of the same act. Confiscated items include a basket of long-lines, 20kg of sea cucumbers, one unit of diving compressor, diving hose, ice buckets, Furuno GPS, Hai Yang GPS, compass, radio set and an echo sounder. The illegal fishermen are being detained at the Marang Immigration Detention Centre whilst the confiscated equipment are stored in the Department of Marine Park Centre in Pulau Kambing, Terengganu.

Under the Fisheries Act 1985 (1994 Amended), any fishing activities are prohibited in the areas gazetted as marine parks. “Any person who is guilty of an offence (illegal fishing activities) in marine parks are liable to a fine not exceeding twenty thousand ringgit or a term of imprisonment not exceeding two years or both.”

In 2010, enforcement officers made 47 arrests for various fishing offences by various categories of vessels. Trawlers contributed to the highest number of arrests at 65% of total number of arrests, followed by vessels operating drift / gill nets at 13%, 11% of total vessels detained are purse seiners, and another 11% of total vessels operates various fishing gears. Total compound collected from these cases amounted to RM111,800.00.


However, the number of arrests made has declined by 25 arrests compared to 72 cases in 2009. As of April 2011, there have been 14 cases of encroachment in the marine parks - in Pahang (7), Johor (1), Kedah (5), and Terengganu (1). The one incident in Terengganu included here is the incident which occurred on the 21st April 2011.

The Director General of the Department of Marine Park in his press statement announced that commencing 2011, the enforcement unit in the Department have increased and enhanced micro-enforcement at all marine parks. Previously, enforcement activities were focused on intrusion of fishermen into marine parks, the micro-enforcement approach now includes monitoring for offences in relation to recreational activities by tourists and the general public. The enforcement unit of the Department continues to monitor all underwater-related activities within the confines of marine park waters.

- END -

For more information, please contact:

Mr Abd Muntalib bin JuliDirector

Licensing & Enforcement DivisionDepartment of Marine Park Malaysia

PUTRAJAYATel:03-8886 1379 / 019-8884415

[email protected]

Mrs. halijah binti Mat SinDirector

Interpretation of Information & EducationDepartment of Marine Park Malaysia

PUTRAJAYATel: 03-8886 1726 / 012-2755829

[email protected]


53


55


Website: www.dmpm.nre.gov.my | email: [email protected]

Diterbitkan olehBahagian Pendidikan & Interpretasi Maklumat,

Jabatan Taman Laut Malaysia © 2012

Department of Marine Park Malaysia Communication Plan 1marinepark.dof.gov.my/files/BOOK...

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Transcript of Department of Marine Park Malaysia Communication Plan 1marinepark.dof.gov.my/files/BOOK...