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Welcome in Zagreb

CEN-CENELEC PRRt/ DOC N009. Welcome in Zagreb. About Standards Design your communication to engage your stakeholders. About Standards Design your communication to engage your stakeholders. Intro by CEN and CENELEC. About Standards Design your communication to engage your stakeholders.

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Welcome in Zagreb

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  1. CEN-CENELEC PRRt/ DOC N009 Welcome in Zagreb About Standards Design your communication to engage your stakeholders

  2. About StandardsDesign your communication to engage your stakeholders Intro by CEN and CENELEC

  3. About StandardsDesign your communication to engage your stakeholders Welcome by HZN Croatian Standards Institute Andrea Mackovic Assistant Director for General Affairs

  4. About StandardsDesign your communication to engage your stakeholders Welcome by HZN Croatian Standards Institute Stanka Miljkovic Head of the International Cooperation and Public Relation Department

  5. About StandardsDesign your communication to engage your stakeholders Roll Call Introductions

  6. About StandardsDesign your communication to engage your stakeholders Proposed Agenda Thursday 27 October  Friday 28 October

  7. About StandardsDesign your communication to engage your stakeholders What’s on Connecting business with PR in European Standards Christine Van Vlierden Unit Manager Communication CEN-CENELEC

  8. About StandardsDesign your communication to engage your stakeholders Feedback on CEN-CENELEC SME Activitiesand Recommendations Andreea GulacsiUnit Manager Research and Integration CEN-CENELEC

  9. About StandardsDesign your communication to engage your stakeholders RECAP – THINK SMALL FIRST • Theme 1 – Not just another case study!(Rec.5, Rec. 30, Rec. 31) • Theme 2 – Not just another press release! (Rec.11, Rec. 23, Rec.34) • Theme 3 – Not just another piece of paper! (Rec.3, Rec. 4, Rec. 6, Rec. 7) Outcome PR Roundtable 2010

  10. About StandardsDesign your communication to engage your stakeholders RECAP – THINK SMALL FIRST From SME stakeholders  ALL stakeholders DAY I: Reporting by Champions/ Theme • Findings • Results – outcome • Recommendation HOW TO: discussion groups & actions DAY II: Action Plan PR 2012 Purpose PR Roundtable 2011

  11. About StandardsDesign your communication to engage your stakeholders Aim: identify actions per theme World café: • 3 discussion tables • each person will be assigned to a table • each table will nominate a leader • post-its and flip-charts Outcome: list of actions HOW TO – conversation groups 1 2 3

  12. About StandardsDesign your communication to engage your stakeholders Improve stakeholders engagement: develop, collect and make available successful case studies Reporting: Christine Van Vlierden • Findings • Results – outcome • Recommendation Theme 1 – Not just another case study (1)

  13. About StandardsDesign your communication to engage your stakeholders How to make my boss understand the importance of standardization (adaptation of existing ASI model) Action Group Members • Champion: Santa Marku – BSI • Johannes Stern – ASI • AndreeaGulacsi – CEN-CENELEC Theme 1 – Not just another case study (2)

  14. About StandardsDesign your communication to engage your stakeholders Theme 1 – Not just another case study (3) • How to make my boss understand the importance of standardization • Report on the feedback received from members on the success stories: • need for an ongoing long term exercise • how to progress and support countries which do not have testimonials yet • encourage members to consider and define examples at the national level • Consider ‘twinning’ type of collaboration • link into the CCMC web site where testimonials will be updated on a rolling basis

  15. About StandardsDesign your communication to engage your stakeholders Theme 1 – Not just another case study (4) • How to make my boss understand the importance of standardizationExisting tool: • CEN website redesigned to promote • National Members’ testimonials in different languages. • template created • benefits identified for different players in standardization: • Small and Medium Enterprises • Large companies • Trade associations and federations, • Public sector • Consumers • Societal Interest Groups • Academia and research institutes

  16. About StandardsDesign your communication to engage your stakeholders Theme 1 – Not just another case study (5) CEN Website 27.500 Visits 2011

  17. About StandardsDesign your communication to engage your stakeholders Theme 1 – Not just another case study (6) Future CCMC Website

  18. About StandardsDesign your communication to engage your stakeholders HOW TO improve stakeholders engagement • Collect successful case studies (to benefit all stakeholders) on a long term basis • Develop a twinning’ type of collaboration whereby members help each other to produce case studies • Implement a standing activity to develop and/or collect case studies for the websites (NSBs and CCMC) (Take into account the Testimonial Template - doc. PRRtN004) Aim: define actions for Action Plan PR 2012 Theme 1 – Not just another case study (7)

  19. About StandardsDesign your communication to engage your stakeholders Theme 2 – Not just another press release (1) Spread the news on technical work – new standardization projects. Reporting by Sibylle Gabler (DIN) Working group members: • Patrick Bracken (NSAI) • Andrea Gulacsi (CCMC) • Jeanette Johem (SvenskElstandard) • Henk de Pauw (NORMAPME) • Marit Saeter (Standards Norway) • Johannes Stern (Austrian Standards)

  20. About StandardsDesign your communication to engage your stakeholders Recommendations from the SME Access Study: • Rec.11. CEN/CLC should require TCs to prepare and send a generic press release for new standards to NSBs and trade associations, which can then translate them and inform targeted market segments in their native language; • Rec. 23. CEN/CLC should require TCs to provide a short ‘why-document’ with background information about the standard; • Rec. 34. CEN/CLC should require TCs to prepare a generic press release for new standardization projects and should send it to NSBs and trade associations, which can then translate and inform targeted market segments in their native language Altered by PR Round Table 2010 into recommendations: • Identify strategic topics and events • Change the scope in order to make it more valuable 3. Comprise a guideline for TCs how to do PR (?) Theme 2 – Not just another press release (2)

  21. About StandardsDesign your communication to engage your stakeholders • Identify strategic topics and events Top 5 strategic topics: • E-mobility, “new mobility”, electric vehicles • Services (e.g. qualification competencies, health care) • Construction Products (emphasis on sustainable development, accessibility, energy efficiency) • Energy (emphasis on energy management, e-energy, smart grid, passive house) • Environment/sustainability (emphasis on carbon footprint, recycling, waste management mining) Theme 2 – Not just another press release (3)

  22. About StandardsDesign your communication to engage your stakeholders Theme 2 – Not just another press release (4) • Identify strategic topics and events (points in time): 1. Adoption of a project - who was the proposer - who will benefit from the standard - what is the aim of the project - who holds the secretariat - Date of the first meeting - informative: name of programme manager 2. Adoption of the standard (close of public commenting) - Information from “expanded scope” - Quotes from chairpersons, experts, variety of stakeholders

  23. About StandardsDesign your communication to engage your stakeholders Theme 2 – Not just another press release (5) • Identify strategic topics and events Recommendation: • CCMC communication specialists shall write press releases concentrating on the above topics and points in time. NSB comm. specialists shall translate/adapt it and distribute it among national media, display it on website etc. NSB comm. specialists shall work closely with trade associations so they will make use of the press release in their communication with their members. • PR Round Table shall regularly review/update the 5 strategic topics. PR Round Table shall honour best practice press releases and give feedback to CCMC on use of press releases.

  24. About StandardsDesign your communication to engage your stakeholders Theme 2 – Not just another press release (6) 2. Change the scope to make it more valuable New “expanded scope”: • Abstract of the content of the standard • Audience: who will use the standard? (economic sector, stakeholder groups) • Extra value: what general value of standardization is addresssed by this standard (e.g. supports innovation, takes research results into account, opens up markets) • Benefits: what are the expected particular advantages (e.g. estimated cost reduction of…, interoperability between…, increased safety compared to…, reduced waste by…) • Participants: which stakeholder groups (on national level!) were involved in the project?

  25. About StandardsDesign your communication to engage your stakeholders Theme 2 – Not just another press release (7) 2. Change the scope to make it more valuable New “expanded scope” continued: • Context: what is the specific Market relevance of the standard, is there a societal impact? • Type of standard (e.g. basic, testing, product, service) • Public policy: is there a link to a European Directive? Recommendation: All TCs shall take extra care with writing the scope in order to make it more valuable for prospective users of the standard, particularly SME, and to give necessary information for NSB and CCMC communication specialists. The scope shall contain the above comprehensive information.

  26. About StandardsDesign your communication to engage your stakeholders Theme 2 – Not just another press release (8) 3. Comprise a guideline for TCs how to do PR ? • TC Chairpersons should consider themselves ambassadors in standardization work • TC experts are encouraged to report on standardization work in their own organisations’ website or newsletter. Experts are encouraged to mention standards if they are interviewed, write articles, use social media. • We do not want to impose guidelines, except: It must be made clear that the information originates from a particular expert and not the standardization organization. • TC chairpersons are invited to get into contact with communication specialists. • Communication specialists would like to acknowledge the work of TC chairpersons and experts by giving them more of a voice. Result: No guideline, but increased cooperation.

  27. About StandardsDesign your communication to engage your stakeholders Theme 2 – Not just another press release (9) 3. Comprise a guideline for TCs how to do PR ? Recommendation: CCMC and NSBs communication specialists shall contact experts of respective in-house meetings of CEN/CLC TCs and WGs particularly in the area of the top 5 strategic topics. Communication specialists shall interview the experts in order to come up with a number of quotes that can be used in press releases or other communication measures seen fit. NSB communication specialists shall provide CCMC with the quotes collected at the respective NSB.

  28. About StandardsDesign your communication to engage your stakeholders HOW TO - Conversation groups: • How many press releases do we want to have from CCMC on top topics? • How to streamline cooperation between CCMC and NSB communication specialists? (who identifies actual projects? Who will be the person responsible?) • How to identify “top 5 strategic topics” meetings of CEN/CLC TCs and WGs on NSB premises? How do we feel responsible for contributing?) • How to interview chairpersons and experts for material to be used in press releases, etc. • (How to implement “expanded scope”?) Theme 2 – Not just another press release (10)

  29. About StandardsDesign your communication to engage your stakeholders Business importance of standards Trade Associations: communication channels to increase awareness Reporting by Andreea Gulacsi • Findings • Results – outcome • Recommendation Theme 3 – Not just another piece of paper (1)

  30. About StandardsDesign your communication to engage your stakeholders Findings – discussions with CEN and CLC associates/ cooperating partners ORGALIME example: • Use trade association to disseminate info on standards • Disseminate right info to right people in right language Challenges? Theme 3 – Not just another piece of paper (2)

  31. About StandardsDesign your communication to engage your stakeholders Education – education – education : • how to raise awareness of TAs on standards? • how to encourage TAs to disseminate right info? • how to engage with TAs? Theme 3 – Not just another piece of paper (2)

  32. About StandardsDesign your communication to engage your stakeholders Other challenges: • Right information: how to provide that (sectoral/ flexible info)? • How to make information easy accessible (sectoral newsletters/ IT tools)? Theme 3 – Not just another piece of paper (2)

  33. About StandardsDesign your communication to engage your stakeholders HOW TO • find additional channels for NSBs/NCs to get in touch with stakeholders (TAs) • use Trade Associations in the communication channel of NSBs/NCs • disseminate the right information to the right people • Think in future • What to do in practice Aim: come up with actions for the Action Plan PR 2012 Theme 3 – Not just another piece of paper (3)

  34. About StandardsDesign your communication to engage your stakeholders Round up of Day I

  35. Welcome in Zagreb About Standards Design your communication to engage your stakeholders DAY II

  36. About StandardsDesign your communication to engage your stakeholders Thank you HzN ! Hvalavamtoliko HZN !

  37. About StandardsDesign your communication to engage your stakeholders Who, What, When, Where, Why and How Implementation of PR Roundtable recommendations Champions of: Theme 1 – Not just another case study ! Theme 2 – Not just another press release ! Theme 3 – Not just another piece of paper ! PR Roundtable Action Plan 2012

  38. About StandardsDesign your communication to engage your stakeholders Who, What, When, Where, Why and How Implementation of PR Roundtable recommendations Spokesman/table highlights briefly the action points from the group discussions Theme 1 – Not just another case study !

  39. About StandardsDesign your communication to engage your stakeholders • Theme 1 – Not just another case study ! • Table 1 – OlleAxenborg • Collection • Definition case studies/testimonials • Focus on testimonials • Case studies may involve hurdles – companies don’t want to be to much open to competitors • Communicate testimonials for CEN/CENELEC to be included in the website • The wheel is here

  40. About StandardsDesign your communication to engage your stakeholders • Theme 1 – Not just another case study ! • Table 1 (continued) • Collection (continued) • use the CEN/CENELEC as well as the ISO method • accept different formats and languages • Involve TCs • System for notification to inspire the NSBs as well as TCs • Make it easy to consume and to get inspired • Short – one photo max one screen

  41. About StandardsDesign your communication to engage your stakeholdersTheme 1 – Not just another case study ! Table 1 (continued) Development • Process to identify important TCs • Areas with broader interest and or heavy impact • Interview with the TC chair • 15 min meeting/collection/interview with NSB PR officer

  42. About StandardsDesign your communication to engage your stakeholdersTheme 1 – Not just another case study ! Table 1 (continued) Collaboration • Include ISO re-use testimonials • Think customer oriented the customers need good ideas as well as the benefits/profits with standards & standardization

  43. About StandardsDesign your communication to engage your stakeholdersTheme 1 – Not just another case study ! Table 1 (continued) Implementation • Communicate the CEN & CENELEC testimonial site in your own (NSB) channels • Web • newsletters • magazine • Social Media • TC/WG meetings • work shops • Etc

  44. About StandardsDesign your communication to engage your stakeholdersTheme 1 – Not just another case study ! Table 1 (continued)  Implementation • Review on a yearly basis • Produce a video (max 3 min) of the top ten • Yearly award in different categories • The CEN/CENELEC participants 2011 shake hands about delivery no later than Nov 30 2011 • The CEN/CENELEC participants 2011 get in touch with 2 to 3 NSBs in order to wake them up (we know where you live ;)

  45. About StandardsDesign your communication to engage your stakeholders • Theme 1 – Not just another case study ! • Table 2 – Marit Saeter •  Collection • Survey among TCs • Web survey – do you have a good case study • ISO Focus: full of case studies •  Collaboration & Implementation • LinkedIn Group for PR RT • Input from different countries in CCMC Newsletter • ‘How do we do it’

  46. About StandardsDesign your communication to engage your stakeholders • Theme 1 – Not just another case study ! • Table 3 – Marion Hagemeier • Indentify individual NSBs /NCs to assume responsibilities for testimonials •  Collect – Twinning • Steeling – sharing is welcome • Use and translate testimonials from other countries • Share cross border experience • Ask permission for publication and re-publication

  47. About StandardsDesign your communication to engage your stakeholders • Theme 1 – Not just another case study ! • Table 3 (continued) •  Collect – Implementation • Identify known success directly (no mass call) • Search clients who are willing to give interviews • Identify hot topics and invite suitable standard users to provide testimonials • Use different sources for finding stories (TCs experts and users) • Invite contributions through Website, newsletter, social media, TCs, direct approach etc

  48. About StandardsDesign your communication to engage your stakeholders • Theme 1 – Not just another case study ! • Table 3 •  Collect – Implementation(continued) • Testimonial can be text, video, interview • Use events that bring together stakeholders • Include photos to increase credibility • Use testimonial in annual reports and send them to CCCMC • Post testimonials on website/create testimonial corner • ASI example ‘Best Practice Brochure’

  49. About StandardsDesign your communication to engage your stakeholders • Theme 1 – Not just another case study ! • Table 3 (continued) •  Implementation • CCMC to send call for contribution every 2 months and include recent examples on topics • If case study are in local language, provide abstract in English for sharing • CCMC can compile testimonials by sector (under ‘Sector’ pages online)

  50. About StandardsDesign your communication to engage your stakeholders • Theme 2 – Not just another Press Release! • Collection and selection of what ENs are published • 10 Press Releases/year from CCMC – leave CCMC do the selection? • Which TCs are we going to target to match with the 5 topics? How do we prioritise? • Use checklist (PRRtN003) to identify TCs in strategic themes • Annual review of the 5 strategic/ priority topics • Two ways to share PRs – from members to CCMC

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