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Communicate your project

Communicate your project. Lead partners’ seminar, Lille 5 March 2009. Communicate your project. Lille, 5 March 2009. Cooperation projects – programme INTERREG IVB NWE communication strategy Devising a communication strategy. Communicate your project. Lille, 5 March 2009. Cooperation

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Communicate your project

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  1. Communicate your project Lead partners’ seminar, Lille 5 March 2009

  2. Communicate your project. Lille, 5 March 2009. • Cooperation projects – programme • INTERREG IVB NWE communication strategy • Devising a communication strategy

  3. Communicate your project. Lille, 5 March 2009. Cooperation Projects - Programme

  4. Communicate your project. Lille, 5 March 2009. Projects are • Aim • Content • Human face • Correspondents in the field

  5. Communicate your project Lille, 5 March 2009. EU Rules EC No 1828/2006 of 8 December 2006 (art.8-9)

  6. Communicate your project Lille, 5 March 2009 Infrastructure investments exceeding € 500,000 EUR : Billboards must be erected on project sites. Once the operation is finished, the billboard shall be replaced by a permanent explanatory plaque. The section devoted to community contribution shall take up at least 25% of total billboard area

  7. Communicate your project Lille, 5 March 2009 Joint signature

  8. Communicate your project Lille, 5 March 2009 Joint signature in: Publications(booklets, leaflets, newsletters, etc): Title page shall contain clear indication of EU participation and where appropriate, that of the Fund concerned as well as the Community emblem if the national or regional emblem is also used

  9. Communicate your project Lille, 5 March 2009 One colour per priority

  10. Communicate your project Lille, 5 March 2009 What will be checked? • Does the project comply with EU regulation? (Adequate reference to use of Structural Funds) • To what extent does communication contribute to raising awareness of transnational cooperation? • Have specific indicators been set up to measure the effectiveness of communication activities? • How do these indicators compare with objectives set in the communication plan?

  11. Communicate your project Lille, 5 March 2009. To remember… Failure to comply with the minimum requirements will result in project activities deemed ineligible for EU funding

  12. Communicate your project. Lille, 5 March 2009. INTERREG IVB NWE communication strategy

  13. Communicate your project. Lille, 5 March 2009. Objectives • High quality applications = Accurate & reliable information • Improve programme’s image & profile = Highlight project results. • Promote EU’s visibility • Get support from professionals and politicians = Projects AND Programme’s results. • Transparency = Information about allocated funds.

  14. Communicate your project. Lille, 5 March 2009. Key messages: • INTERREG IVB NWE is an efficient instrument of the European Regional Policy which provides funding to organisations to work together in projects at transnational level. • INTERREG IVB NWE promotes projects on topics that are crucial for the citizens of its eligible area. • Territorial cooperation benefits the regions, institutions and citizens involved.

  15. Communicate your project. Lille, 5 March 2009. Key messages: • The examples provided by INTERREG B NWE can help politicians in the process of policy making. • Projects financed under INTERREG IIIB were useful for the people living in the related areas. They have tackled relevant issues in an innovative way and they have proved that working at transnational level is beneficial. • Etc.

  16. Communicate your project. Lille, 5 March 2009. Basic message from projects: This project contributes to a more cohesive EU society because it is based on the cooperation of people from different countries to work on topics that touch the lives of EU-citizens

  17. Communicate your project. Lille, 5 March 2009. Participating in a transnational project allowed us to: • Reduce costs, increase efficiency and avoid duplication (regions cannot afford to waste public resources by doing what has already been done) • Secure financial leverage and attract investment – ERDF funding is a catalyst for massive public investment e.g. WIHCC project

  18. Communicate your project. Lille, 5 March 2009. Participating in a transnational project allowed us to: • Carve out new economic strategies for regional growth – complementarity over competition. • Influence the policy agenda- projects can & do provide evidence/ammunition for policy makers

  19. Communicate your project. Lille, 5 March 2009. Devising a communication strategy

  20. Communicate your project. Lille, 5 March 2009 Step 1

  21. Communicate your project. Lille, 05 March 2009 What do you want your audience TO DO?

  22. Communicate your project. Lille, 5 March 2009 Step 2

  23. Communicate your project. Lille, 5 March 2009 What are your strengths and weaknesses? Changes needed?

  24. Communicate your project. Lille, 5 March 2009 Step 3

  25. Communicate your project. Lille, 5 March 2009 Who could be your ally? Who are your “opponents” and how to win them over?

  26. Communicate your project. Lille, 5 March 2009 Step 4

  27. Communicate your project. Lille, 5 March 2009 Who can make the decisions? Can you reach them directly? If not: Who can you reach who has influence on them?

  28. Communicate your project. Lille, 5 March 2009 The heart: What are your audiences’ key values & concerns? Which believes of theirs will you have to overcome?

  29. Communicate your project. Lille, 5 March 2009 The mind: How much do they know about your topic? How much technical information can they handle?

  30. Communicate your project. Lille, 5 March 2009 What strategic approach? What are your persuasion points?

  31. Communicate your project. Lille, 5 March 2009 Step 5

  32. Communicate your project. Lille, 5 March 2009 Which one-sentence message will move your audience to action? What 3 key points will support it?

  33. Communicate your project. Lille, 5 March 2009 Step 6

  34. Communicate your project. Lille, 5 March 2009 Which messengers could convince your audience of your messages and the need to take action?

  35. Communicate your project. Lille, 5 March 2009 Step 7

  36. Communicate your project. Lille, 5 March 2009 Communication actions: How to get your message to your audience using your chosen approach?

  37. Communicate your project. Lille, 5 March 2009 Multiple tools multiple times Ex: Communication actions. Meet with local community Meet with small group of policy makers Post material on the Internet Work with individual journalist to write a feature article Offer a training workshop, etc. Written/Audiovisual material to support these actions: Brochures/Literature Display/Exhibition stands Videos, CD-ROMs Press releases, etc.

  38. Communicate your project. Lille, 5 March 2009 Zerfass et al., 2007 (European Communication Monitor 2007), n = 1087 PR professionals in 22 countries

  39. Communicate your project. Lille, 5 March 2009 Step 8

  40. Communicate your project. Lille, 5 March 2009 Develop a timeline

  41. Communicate your project. Lille, 5 March 2009 Step 9

  42. Communicate your project. Lille, 5 March 2009 Develop a plan with: Communication tools and processes you will use

  43. Communicate your project. Lille, 5 March 2009 Ex. Etc.

  44. Communicate your project. Lille, 5 March 2009 Step 10

  45. Communicate your project. Lille, 5 March 2009 Measure your success: Outputs and outcomes

  46. Communicate your project. Lille, 5 March 2009 Zerfass et al., 2007 (European Communication Monitor 2007), n = 1087 PR professionals in 22 countries

  47. Communicate your project. Lille, 5 March 2009 Free online services Google News Archive Search: Find articles all the way back to the 1920s to present day in real time. Google Alerts: Up-to-date information about your project via e-mail or RSS feed. Google Analytics: Detailed web statistics for your website or blog Technorati: The "Google" of blogs. Great way to track what is said about your project/partners/topic, etc. Google BlogSearch: Google's answer to Technorati Survey Monkey: Free for small surveys and affordable for larger ones

  48. Communicate your project. Lille, 5 March 2009 Other online services Free Polls for Your Website: A list of services that provide free polling and surveys that are embeddable in a Website or Blog : http://www.questionpro.com/micropolls/http://www.freepoll.com/http://www.polldaddy.com/http://quimble.com/poll/index Yahoo Search Marketing: Mostly commonly used in advertising, but you can sign up for a free account and use the tools Wordtracker: Finds popular keywords to use in web text and press releases PRWeb: A press release service that allows an organisation to put up a number of search engine optimized press releases for minimal cost

  49. Communicate your project. Lille, 5 March 2009. Challenges

  50. Communicate your project. Lille, 5 March 2009 Zerfass et al., 2007 (European Communication Monitor 2007), n = 1087 PR professionals in 22 countries

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