NATIONAL INTEGRITY AGENCY COMMUNICATION STRATEGY

1. NATIONAL INTEGRITY AGENCY COMMUNICATION STRATEGY www.integritate.eu

2. Preamble Fulfilling the main tasks of the National Integrity Agency with maximum of efficiency is in close connection with the communication activity regardless if it is internal, external or international. The communication process within the Agency is to be a complex overall of objectives, instruments and channels of information. This process will have a bilateral character assuming transmission of orders, information and advices to a center of decision (persons invested with the responsibility to make decisions) as well as transmission of decisions made by this center in other sites of the institution. By usage of this strategy, the communication channels and instruments used up to this moment will be revaluated and improved. In the same time, the strategy present new elements in regard to the objectives or “tools” through which the internal, external and international communication will be done. Implementation of strategic directions underlined in the Agency's communication and image strategy will benefit from an effective system for evaluating the effects of communication on all levels.

3. Working Methodology

4. General Action Principles

5. The Scope and Objectives of the Strategy THE SCOPE OF THE COMMUNICATION STRATEGY: The strategy aims to identify and develop a coherent message, specialized for each vital component (internal, external and international) disseminated to the public in due time

6. What Will We Communicate?

7. Instruments for Achieving the Objectives

8. Instruments for Achieving the Objectives

9. Instruments for Achieving the Objectives

10. Instruments for Achieving the Objectives

11. Instruments for Achieving the Objectives

12. Instruments for Achieving the Objectives

13. Instruments for Achieving the Objectives

14. S.W.O.T. Analysis – The Communication Activity for the National Integrity Agency

15. Main Message • As part of public relations, held a public institution, the message sent to the public opinion is the most important pillar of communication. Most of the messages in citizens' service organizations are complicated, wrongly structured and transmit their messages in a bureaucratic manner. • One of the secondary goals of this Strategy is to facilitate the transmission and understanding of the institutional message to the general public, journalists, actors involved in the fight against corruption, etc... For this it was taken into consideration the instrument of "message format", which aims to develop a unique message that includes implicitly or explicitly all levels captured by the SWOT analysis and also the objectives/institution experience gained so far. • Structure "message format" is based on keywords, formulated in terms accessible to the general public. Thus, the format shown below is only a preliminary one that will be re-evaluated and completed whenever needed. • OBJECTIVITY/NEUTRALITY: all persons subject to evaluation by the integrity Inspectors are treated equally in the spirit of objectivity and of equidistance; • OPERATIONAL INDEPENDENCE: according to the law, the President, Vice-President and integrity inspectors shall not seek or receive disposals referring to the evaluation of wealth of the people, conflicts of interest and incompatibilities from any of the public institutions of persons; • UNIQUE CHARACTER: The agency is the only institution in Romania with a role in the evaluation of assets, conflicts of interest or incompatibility, therefore its role in the fight against corruption is extremely important and can not be assumed by any other institution; • PROFESSIONALISM: The persons that work within the Agencyare good specialists in their field of activity, being constantly trained; • INSTITUTIONAL PIONEERING: At the level of the European Union and also at a globally level the National Integrity Agency starts to become known and appreciated. Given that more and more states require the exchange of experiences and best practices, this pioneering role must be supported by the decision making factors; • EFFICIENCY: With the adoption of austerity measures to reduce budget and staff, the Agency should operate in terms of efficiency and flexibility; • USING IT SOLUTIONS: In order to achieve institutional efficiency, workflow regarding the evaluation activities is conducted based on the integrated IT solutions for processing and analyzing the wealth statements and declaration of interests; • COOPERATION AND AWARENESS: The Agency is always opened to partnerships with civil society organizations, national and international institutions, media, etc. with the role to strengthen the phenomena regarding the awareness in the public space.

16. Target - Group

17. Target – Group Segmentation: Mass -Media Mass–media is the most important target–group from the present strategy. In order to improve the efficiency of activity collaboration and news channels, this group target requires a segmentation of the concept, on the general action directions level, of the type media involved in the process.

18. Evaluation • Evaluation of the communication activity within the Agency, run basing on the present strategy, will be included in: • Quarterly Agency management activity reports; • Annual communication activity evaluation reports. • Evaluation reports/ The biannual Agency management activity reports will contain: • Data and information regarding the activity the work of distributing public information; • Statistics referring to the quantitative and qualitative measures in the National Integrity Agency in the Media; • Statistic data regarding the access on the Agency Web page; • Public information regarding the operative activity etc.