WORKSHOP Communicating to programmes’ stakeholders and general public

1. First meeting of the south-southeastearn ENPI CBC NIPs network • Florence, 23 June 2009 WORKSHOP Communicating to programmes’ stakeholders and general public Karine Leroy and Pam van de Bunt Presentation developed in collaboration with INTERACT ENPI

2. Why communication is important Ensures transparency on how EU money is being spent Makes potential beneficiaries aware of the opportunities offered by the Programmes and of the modalities of participation Improves the quality of the submitted project proposals and of their implementation Ensures wider dissemination and visibility on what the various programmes do, why and what are the benefits upon regional social and economic development To achieve these objectives: Develop, constantly update monitor and evaluate your Communication Plan (CP) as this is the main tool for information and publicity activities

3. Strategic orientations in developing and implementing a Communication Plan/1 Go beyond the ordinary horizon and try to reach new audience and communicate to new potential partners Develop target groups' tailor made or key messages (the political level, the press, new potential applicants, programme's local stakeholders Involve projects in your country as much as possible in communication activities. Use them as message carriers because they are the best ambassadors of the programmes

4. Strategic orientations in developing and implementing a Communication Plan/2 • Use a good mix of innovative and traditional media and communication channels including internet, local and national press (newspapers, radio, TV), open days and public events, projects excursions, project fairs, leaflets, brochures, DVD • Be realistic: you have budget limitations. Selected the most effective channels and measures. Some are for free ! • Remind this formula: WHO to target, WHAT (measures), WHEN

5. NPI/NCP Target groups • Potential applicants • Beneficiaries • Decision makers and national authorities • EU-related actors including EC delegations • Media • Non-profit organisations and professional organisations and economic agents • General public • Each of them is sensitive to different channels and messages therefore each target group should be addressed specifically (what information they need most? How this should be delivered to be effective?)

6. Why internal communication is important? Tell the world but don’t forget to tell your colleagues! For cooperation programmes where many countries and partners work together a well organised and managed internal communication is very important and a critical success factor A good internal communication is a prerequisite for efficient external communication and both of them should be in line with each other. In particular: helps all parties involved to understand the programmes aims, activities and its partners and institutions role ensures everyone speaks with one voice (which message all stakeholders should communicate externally?), provides consistent and clear information, avoids duplication ensures that everybody involved works towards a common goal

7. How to an ensure efficient internal communication? Good internal communication involves regular and effective two-way communication Define the stakeholders to be included in internal communication: JMC members JMA JTS and BO staff Define what type of communication they should receive (differentiated) Identify the available communication tools and what are the most appropriate to encourage stakeholders to participate

8. How to communicate: Tools and key messages

9. Information and promotional tools: some examples

10. Linking tools to target groups: an example

11. Possible collaboration between JTS and NIP/NCPs with regard to communication activities

12. How the NIP´s can increase the projects’ visibility? Promote networking among communication staff from each project Promote inter-projects cooperation and cluster projects around common themes (transports, river basin....) in view of organising joint promotional events Identify stories with policy interest, a concrete community value (how a project has changed things on the ground) and develop a story for the media Remember all this should be organized in collaboration with JTS´s

13. How to communicate to an external audience?

14. Few suggestions… Involve decision makers Facilitate participation of decision makers at local an regional levels in workshops, information events. Try to attract them to attend large events where there is a benefit for them too Field trips Invite journalist as well as decision makers and national/local authorities to visit a project. Media attention assured. Keep working with the media: Establish good relation with the media in your country (on national, and local level), feed them regularly with new information, keep in contact. Develop a media plan The use of themes, such as environment or innovation, are a good way of approaching specific target groups (especially journalists, decision makers, youth, general public) Testimonials from project beneficiaries have proved to be successful in raising awareness

15. Exercise 15