8.Communication

This chapter provides guidelines for communication practices, ensuring that our message is clear, objective and, above all, accessible to everyone. It also includes a structure that organizes the main communication tools and strategies, always focusing on maximizing the scope and relevance of our data.

This section describes MapBiomas identity that should be expressed and reflected in all communications actions and efforts.

• Simple and non-hermetic language that seeks effectiveness is one of the central pillars of the MapBiomas Network's work. It amplifies the impact of the data we produce and connects different audiences to our mission of environmental monitoring and analysis.

• The DNA of the MapBiomas Network is rooted in collaboration. We are a network committed to generating open, free and robust data, which qualifies the use of land and natural resources in different regions of the world. Our role is to provide reliable data so that third parties – scientists, decision makers, NGOs and different sectors of society – can interpret and use it in their own analyzes and decisions. 

• As a Network we are not involved in any advocacy action. Our datasets, reports, technical notes and any communication material are focused on presenting the facts as measured by science-based methods. We don't express opinions or recommendations that are not related to the production of data itself.

• It is essential that communication reinforces that we are a network, an international collaborative effort, where each local partner brings their specific knowledge to create a global panorama. Editorial independence and a commitment to transparency must always be evident in our communication.

• Our communication emphasizes the network. This has two main reasons: (i) it creates a sense of ownership and participation for all partners and facilitates that more institutions come to collaborate; (ii) we maintain the network neutral with no bias toward any of the positions of the institutions - in particular when it comes to the advocacy role that they have.

"The MapBiomas Network is not just a collection of data: we are a collaborative effort to provide free and accessible information that enables science-based decisions and helps conserve natural resources. Our communication reflects this commitment to transparency and collective construction of knowledge.”

This section describes how to identify and adapt to different audiences. 

• An efficient communication begins with identifying the audiences we want to reach. Our data serves different groups: scientists, decision makers, journalists, NGOs, and other representatives of target audiences. Therefore, it is essential to adapt our approach to each of them. 

• We suggest a “basic communication kit” as our tool for this – containing materials such as press releases, factsheets, infographics and reports, suited to different needs. Based on our past experience, this set guarantees a better understanding of information and better conditions to expand the message.

• For each collection launch or event, we define which are the priority audiences and how to best communicate relevant highlights to them. For example, a press release may focus on impactful data, while for a technical audience, a more detailed report with methodological references is ideal.

"Our role is not to make value judgments. As the MapBiomas Network, we present robust data, so that different institutions can make informed, science-based decisions. We adapt our communication materials to ensure that they are understood by all of our audiences - defined from a strategic and inclusive communication vision."

This section describes the main characteristics of MapBiomas platform and websites. 

• The MapBiomas platform and website are our main showcase, and the focus is always on the user. All our data, methodologies and results must be publicly available and accessible, ensuring transparency and knowledge sharing. 

• The website structure must be intuitive, with simple navigation, so that different users – from researchers to the press, for example – can quickly find the information they need. Visual clarity and simplicity in organizing content are fundamental elements. We are always trying to simplify home page structures, so that they always link to what users are most frequently looking for.

• The platform and website focus the element of communication of the network identity avoiding confusion with the identity of any institution in particular. For example, the factsheets, presentations of products, dashboards will only make reference to MapBIomas.

3.1 Website

• There is a general website of MapBiomas which will be placed as mapbiomas.org

• Each country will have its own webpage as [country].mapbiomas.org - for example argentina.mapbioma.org.

• Websites are developed on Wordpress on platforms that allow content management by teams from each country/region initiative, however, it is essential to maintain a main structure of the site, with the topics:

• About MapBiomas

  • The project

  • Products

  • Who we are

  • Team

• MapBiomas initiatives

  • MapBiomas award (tbd)

  • Terms of use

• Maps and Data

  • Platform

  • Statistics

  • Download

  • Accuracy

• Methods

  • Methodology Overview

  • ATBD - Understand each step

  • Codes and tools

  • Glossary

• Communication

  • Releases

  • News

  • Videos

  • Brand manual

  • Contact

• Site pages will have different editing permissions depending on the type and management of content.

• These pages are made to be constantly updated and organized in order to facilitate access to the data and analyzes we produce.

"Every page on our site is designed to be accessible and intuitive. Ensuring that anyone – whether a researcher or an ordinary citizen – can access and use our data is a constant priority. Simplicity and clarity are the cornerstones of our site."

3.2 Data platform

• The data platform is the tool for users to access and visualize all datasets of MapBiomas. All datasets we generate must be available in a dashboard that allows users to visualize and navigate over the data.

• The platform that hosts all dashboards is unique and is governed by the Coordination of Technology at Ecostage in Brazil. Other members of the network can contribute to the design and implementation of dashboards (ex. Geodatin in Brazil for MapBIomas Fire and MapBIomas Water modules)

• The way the platform is designed allows for any member of the network to benefit from any feature included in the platform. Any feature that is on a dashboard of one member of the network is available to other members if a dataset is available.

• At present the update of the platform is conducted by Coordination of Technology. It is on the pipeline for the construction of a Workspace in the Platform that will allow the updates to be conducted directly by the teams of the member countries.

• We always want to improve our dashboard in order to simplify and reduce friction for the users. In order to do that we have to listen to critiques and suggestions that come from users, with no judgment.

This section describes the main characteristics and focus of different communication support materials. 

For any launch of new datasets we use five communication materials:

• Press Release

• Factsheet

• Technical Notes

• Videos

• Mural Maps 

• Infographics

The main characteristics of each communication material are described below: 

4.1 Press release

• The press release is an important tool for reaching the media and the public. Its function is to inform, without judgment, about the results obtained by the network. We must be objective, avoiding adjectives that could be interpreted as an attempt at advocacy. The focus is always on the data – which speaks for itself.

• An essential learning is that the focus of the press release should not just be on the release itself, but on the data we present. Our goal is to always share the most useful and relevant information for journalists. In our case, the news is not the launching event, but the exclusive data we reveal. Therefore, headlines and main points should highlight these insights, capturing attention based on the relevance and novelty of the data. It's this approach that will make a difference and generate interest, not just the fact that we are launching new data.

• Process to produce and validate the press release

  • Use neutral language, avoid adjectives

  • Check data (...) 3 times

  • Review all doc to see if it has any quote/text that could be perceived as bias

  • Include in the end of the press release the contact of the local coordination of communication as well as the general email of communication [imprensa@mapbiomas.org]

• All press releases should be coordinated with MapBiomas Secretariat to ensure that the social networks are correctly aligned.

• Institutions that are part of MapBiomas can also produce other press releases. 

Example of Press Release:

4.2 Factsheet

• The factsheet must provide a clear, visual summary, with graphs, maps, numbers, the main messages and news. It works as a quick presentation of data, highlighting information that is most relevant to the specific audience in each country or region.

• The factsheet must contextualize the data, offering an analysis that does not imply bias or attempted advocacy. Context helps create highlights, for example, when anthropogenic use is the main factor behind a given data, or when an area is close to a point of no return. This approach helps users to better understand how to apply the information, allowing them to make the necessary criticisms and interpretations based on the data presented.

• Whenever possible, try to produce a reference in factsheets to spreadsheets or reference in MapBiomas dashboard of download session.

4.3 Technical Notes

• Technical notes are made on demand, usually from users, and seek to answer a specific question by presenting facts. The issue should be analysed without bias, based mainly on MapBiomas’ data, but may use secondary data as well, and should not include opinions or attempt advocacy; 

• Each country need to decide internally when to produce a technical note based on its potential impact and personnel and data availability, as well how to prepare the information and create the material;

• It is recommended that authors be listed in alphabetical order in the technical notes;

• Examples of technical notes can be found in this link. 

4.4 Videos

• There are three main types of videos: 

  • Recordings of launch or other meeting events (either online or in person);

  • Tutorial videos concerning the different ways of accessing MapBiomas data (platform, plug-ins, toolkits, etc);

  • Videos that use MapBiomas data to address specific topics, promoting the dissemination of information relevant to the network's objectives (e.g. open science, water surface monitoring, indigenous territories, etc.).

4.5 Mural maps

• Mural Maps: map from the most recent year of the collection with class legends and cartographic icons available on the Download/Mural Map page.

4.6 Infographic page

• The infographic page presents a general summary of the primary data of the collection in the country. Besides the country, the infographic page can be produced  for a specific territory important to the country (e.g. biome, region) or a theme (e.g. mining).  The infographic page is available on the Download/Infographic website page.

"When communicating our data, we maintain a focus on objectivity. Our mission is to present the facts clearly and accurately, so that the information can be used reliably by any interested party. The press release must be concise, and the factsheet visually accessible, highlighting the most impactful numbers."

This section describes the aims and content of the two types of MapBiomas reports. 

• MapBiomas Network reports play a central role in the transparency and credibility of our work. They serve as objective analysis and accountability tools, essential for maintaining the trust of our partners, supporters and the public we choose to work with.

• There are two types of reports: institutional annual reports, which detail our global actions and results, and project and communication action reports, which focus on the performance of specific initiatives and the reach of our media releases, for example.

5.1 Institutional annual reports

• Annual reports are the main way of reporting to the institutions that support us. These documents should highlight the global impact of the MapBiomas Network, presenting our main advances, initiatives and actions throughout the year. It is essential that these reports follow the principles of editorial independence and technical robustness, without the influence of external agendas, whether political or financial.

• In annual reports, it is essential to connect the Network's activities to practical changes observed, such as the influence of our data on public policies, the conservation of critical areas or the sustainable management of natural resources. By communicating these results, we ensure our supporters clearly see the value and tangible impact of their support. The structure must be clear and bring objectivity beyond the data we communicate during the year. The topics of the first annual MapBiomas report are:

• Opening Message: Coordination message, highlighting the year’s achievements and challenges.

• Key Highlights (in numbers and/or data): Summary of key results, such as the launch of new data collections and geographic expansion.

• Scientific Impact and Use of Data (strategic partnerships and technical cooperation agreements): Examples of how data was used by different actors for political influence and environmental actions. Who used the data and how did they use it?

• Collaborative Projects: Description of projects carried out in partnership with different institutions from different countries.

• Communication and Reach Data: Performance metrics on websites, social networks and media coverage.

• Education and Training: Training and capacity building initiatives offered throughout the year.

• Contribution to Public Policies: How MapBiomas data supports environmental decisions and policies.

• Financial Transparency: Annual financial report, including funding sources and audits.

• Future Perspectives: Goals and objectives for the next year.

• Acknowledgements: Recognition to partners and collaborators.

"Our annual reports are more than a statement of accounts; they are a reflection of the concrete impact of our actions. The clarity and objectivity in communicating these results strengthens our credibility and reinforces the value of the partnerships that support us.

5.2 Specific activities and projects reports

• In parallel with the annual reports, we also produce reports on specific actions and projects, focused on measuring the reach and performance of our launches and communication campaigns. These reports are essential for monitoring the impact of the data we release and how it is being received by the public.

• They should include detailed metrics on the performance of websites, social networks, and the reach of publications in different media. This may include data such as the number of visits to the website, engagement on social media, mentions in the press and the impact of our publications at launch events. These reports are essential for us to adjust our communication strategies, ensuring that we are reaching the right audience with the right message.

"Communication action reports allow us to understand the impact of each campaign and adjust our strategies according to the responses obtained. Collecting detailed metrics gives us a clear view of what is working and where we can improve, always with the objective to amplify the reach and effectiveness of our messages."

This section provides links and templates related to MapBiomas visual identity.

• Visual consistency is essential to reinforce the identity of the MapBiomas Network. The Visual Identity Manual defines the correct use of logos, colors and fonts, ensuring that all communications follow a unified standard.

• Other support materials are:

  • Logos of Countries, Biomes and Regions (por, esp, eng)

  • Template for presentations

• Infographics, wall maps and highlights must be clear, direct and aligned with the established visual identity, always focusing on the clarity of the message.

"The visual identity of the MapBiomas Network is more than an aesthetic issue: it guarantees the consistency and recognition of our messages. Each infographic, map or visual material must be clear, direct and easily understandable, always maintaining the integrity of the data."

This section provides general guidelines for communication planning and strategy for new collections launching.

• Each release of a new collection or data update is an opportunity to reaffirm our presence and relevance in the land use debate. We suggest that launch planning should include the creation of a press release and a factsheet and/or an infographic, focusing on the most innovative and relevant data for the key audience, to facilitate understanding and use of the data presented.

• Launches must be accompanied by strategically planned digital campaigns on social media and dedicated coverage on websites, connecting the platform to the previously mentioned materials. The website must function as a central information hub, consolidating and distributing all the content we are producing, thus ensuring broad, efficient dissemination and aligned with our digital campaigns.

This section describes the benefits of expanding social networks, good practices in building and managing them and what to avoid while using this communication channel.

• The expansion of MapBiomas' social networks to each country where we operate is an opportunity to strengthen our connection with local audiences, respecting their cultures, languages ​​and specific realities. However, it is essential that this expansion is well planned and coordinated, ensuring that, although local, these networks remain connected to the global identity of the MapBiomas Network.

• Below, we present good practices to support each country in this process of building and managing their social networks, in order to maximize local impact and, at the same time, strengthen our presence as a collaborative global network.

8.1 Why Create Local Social Networks? 

• Local social networks allow for closer and more culturally relevant communication, which increases engagement with specific audiences – from researchers and NGOs to governments, journalists and specific audiences, such as young people, for example. By adapting messages to each country's issues and sensitivities, we ensure that MapBiomas data is better understood and used.

• Expected Benefits:

  1. Cultural connection: By speaking the language and respecting the cultural nuances of each country, we can create messages that resonate deeply with local audiences.

  2. Engagement with key stakeholders: Local social networks allow for closer dialogue with strategic partners (NGOs, universities, governments) and the local scientific community, expanding the relevance of MapBiomas on the national scene.

  3. Data relevance: Presenting mapped data from a local perspective facilitates the appropriation of information by decision makers and the public, especially in environmental policy contexts.

8.2 Steps to the best strategy

• Adapt the message, but maintain overall coherence:

  • Suggestion: Messages should be adapted to local realities and challenges, but the core narrative of transparency, data-driven science, and collaboration should be maintained. 

  • MapBiomas' visual identity, tone of voice and global guidelines need to be followed to ensure coherence and strengthen the brand, which will benefit its growth. 

  • How to do it: Use the same design guidelines, colors and fonts as your global identity, but adjust the examples, data and campaign focus to local needs. Use the visual identity manual.

• Involve Local Partners in Campaigns:

  • Suggestion: Include universities, NGOs and local government bodies in communication discussions and campaigns carried out on social media. This not only strengthens the campaign, but also legitimizes MapBiomas in the context of each country. Our strategy is to be a HUB, making connections with everyone who can use data and promote information. 

  • How to do it: Organize periodic meetings with local stakeholders to co-create content and align expectations. Use these spaces to hear insights on how to adapt communications to maximize local impact.

• Create Educational and Contextualized Content:

  • Suggestion: When publishing MapBiomas data, create educational content that explains what this data means for the local context. 

  • How to do it: Develop infographics, videos and posts that clearly explain the impacts of deforestation, conservation or change in land use for the local reality. Share examples of how MapBiomas data has already been used in relevant political or environmental decisions in the country.

• Training for the Local Team:

  • Suggestion: Offer regular training to local teams on how to manage social media effectively, always defining which audience you want to speak to.  THERE IS NO GENERAL PUBLIC! 

  • Utilize data analysis tools and ensure that campaigns follow global best practices.

  • How to do it: Organize virtual workshops for each country's communications team, offering resources and materials that help optimize social media management and adapt messages.

8.3 What to Avoid 

• Global Brand Fragmentation:

  • Concern: Prevent local social networks from going in completely different directions from the global strategy. Message fragmentation can weaken the perception of the network as a collaborative, global organization.

  • How to avoid: Make sure all locally created content goes through a strategic alignment review, using coordination tools like style guides and messaging guidelines.

• Lack of Coordination Between Countries:

  • Concern: A lack of communication between teams in different countries can result in a disconnect in how messages are transmitted globally, weakening the collective impact of the network.

  • How to avoid: Encourage periodic meetings between social media managers in each country to share good practices, successful campaigns and discuss strategies together. This exchange helps maintain consistency and strengthen global impact.

• Under-utilization of Local Data:

  • Concern: Failure to adapt global data to local realities can result in communication that does not resonate with the audience. The message must be clear and relevant to the context of each country.

  • How to avoid: Always contextualize the data presented, showing how it directly affects the country or region. This helps the audience realize the practical and immediate value of MapBiomas data.

The success of the MapBiomas Network's communication is based on agility, reduction of bureaucracy, clarity, consistency and transparency of our processes and results. 

This chapter was developed to ensure that everyone involved has the necessary tools to transmit our message effectively, always aligned with the principles of collaboration, independence and objectivity that define the MapBiomas Network.

By following these guidelines, we ensure that the MapBiomas Network continues to be recognized as a reliable and essential source of land use data, driving real, positive change on a global scale.