The Role of Public Relations in Wildlife Conservation: Examples From Uganda

Within developing countries, awareness efforts that promote wildlife conservation are not only important to engage communities neighboring wildlife habitats, but they are also critical nationally because urban dwellers are not usually exposed to wildlife. Here, we suggest that media and public relations professionals can promote domestic tourism activities, and engage communities in ways that will encourage the public to protect wildlife. We outline examples of successful ongoing initiatives we have used that stem from the principles of strategic communication to promote wildlife conservation in Uganda. First, tours with journalists, celebrities, and politicians have been launched to support awareness of wildlife and their economic value to the country. These initiatives highlight protected areas to the mainstream media and encourage domestic tourism. Second, parades around the country, intramural sports teams, as well as public lectures, community and school events are held to mobilize additional conservation awareness. Lastly, we discuss the role of strategic communication through media frames by the national newspapers in promoting the importance of wildlife conservation. These initiatives have likely led to the demonstrated increase in domestic tourism to national parks over the past decade and increase in support for wildlife by the Ugandan public.