DG Regio Inform Meeting, 3 December 2014 Developing A...

Developing A Result-Based Communication Strategy

DG Regio Inform Meeting, 3 December 2014

Frank Schneider, Head of Communication, CENTRAL EUROPE Programme

Agenda

• Result-oriented communication• Key principles

• Objectives

• Audiences

• SMART results

• Approaches and SMART activities

• Result-oriented communication in the CENTRAL EUROPE Programme

Result-oriented communication: Key principles

Communication is about people!

• Communication is a horizontal management task, not limited to oneprogramme body or unit. There is a difference between everyday communication andprofessional communication. Therefore, the capacity to communicate professionallyhas to be strengthened across all programme bodies and key partners of the projects.

• Communication has a strategic management function, it supports programmemanagement to reach intended results and changes. Communication is key to achievingchanges envisaged by the programme.

• Communication therefore prioritises management goals and not the goals ofthe communication unit: to communicate for the sake of communication is not theobjective, communication objectives are intrinsically linked to programme andmanagement goals.

• Communication goes beyond passing on information and messages, it also aims atengaging and empowering stakeholders (see also first principle). Persuasive one-way communication therefore has to go hand in hand with dialogic two-waycommunication.

Objectives in view of audiences

Approaches and activities

SMART outputs

SMART communication

results

SMART management

results

SMART programme

results

other intervening factors

Programme Communication

Result-oriented communication: The intervention logic

Result-oriented communication: A brief exercise

Result-oriented communication: Objectives

Behaviour

Attitude

Knowledge

Awareness

Capacity



SMART outputs

SMART communication

results

SMART management

results

SMART programme

results




Result-oriented communication: Audiences

Result-oriented communication: Audiences

Example: The general public (often with low influence) shall be moved into the group „low influence, high interest“. So their awareness needs to be raised before they have to be kept knowledgeable. However, a programme may even want to change their attitude or behaviour, which means ‘moving them up’ even higher.

Example: Policy makers shall be moved from „high influence, low interest“ to „high influence, high interest“. For that their awareness needs to be raised first and their knowledge increased. In addition, a programme might then want to change their attitude and behaviour.



SMART outputs

SMART communication

results

SMART management

results

SMART programme

results




Result-oriented communication: SMART results

ID Result (indicator) Measurement unit Baseline value (2014)

Target value (2023)

Source of data Frequency of reporting

1.1 Increased number of potential applicants

reached with information about calls

through digital channels and events

Number To be derived from activities in

2014 (according to analysis of web

and event statistics)

xy percent increase

Monitoring of reach through website

and events organised and participated in

2016201720182019

(2023)

Objective 2:Improve attitudes

and change behaviour of policy makers

towards cooperating with the programme

Objective 1:Raise awareness

of potential beneficiaries about calls

Result-oriented communication: SMART results

Objective 1:Raise awareness

of potential beneficiaries about calls

ID Result (indicator) Measurement unit Baseline value (2014)

Target value (2023)


Objective 2:Improve attitudes

and change behaviour of policy makers

towards cooperating with the programme

2.1 Increased interest by policy makers in

cooperating with the programme on events,

studies, strategy papers etc.

Number To be derived from joint

cooperation activities

implemented in 2014 (according to

AIR)

xy Monitoring of cooperation

activities implemented

(according to AIR)

201820202023



SMART outputs

SMART communication

results

SMART management

results

SMART programme

results




Result-oriented communication: Approaches and SMART activities

Result-oriented communication: Approaches and SMART activities

Social media

Key Points

• Related audiences: ...

• Related objectives: ...

Short description and justification of the activity

ID Output indicator Measurement unit Baseline value (2014)

Target value (2020)


xy Posts on Facebook Number 0 xy Monitoring Annually

xy Tweets on Twitter Number 0 xy Monitoring Annually



SMART outputs

SMART communication

results

SMART management

results

SMART programme

results




Result-Oriented Communication:CENTRAL EUROPE

The CENTRAL EUROPE Hierarchy of Objectives

SO 5.1: Effectively implement the programme

SO 5.2: Support applicants and beneficiaries and strengthen the involvement of relevant partners in programme implementation

Specific Management Objectives (“Operational Programme”)

CommunicationObjectives

ProgrammeObjective

Cooperating beyond borders in central Europeto make our cities and regions a better place to live and work

CO 2: Effectively engage with and empower the beneficiaries

CO 1: Effectively communicate the programme to applicants and other stakeholders

Specific Communication Objectives (tbc)

CO 1.4Improve attitudes

and change behaviour towards cooperating with the programme

CO 1.3Increase

knowledge about calls and

achievements

CO 1.1Strengthen the capacity within

the programme to communicate calls and achievements

CO 1.2Raise awarenessabout calls and achievements

Specific Management Objectives (“unchained”)

CO 2.1Strengthen the

capacity within the programme to

support projects in implementation

CO 2.2Strengthen the

capacity of projectsfor effective

implementation

Support applicantsi.e. build their capacity

(awareness, knowledge & attitude) to participate in the programme

Support beneficiariesi.e. build their capacity

(awareness, knowledge & attitude) to participate in the

programme

Strengthen the involvementof relevant partners in

programme implementation

Effectively implement the operational programme

and reduce administrative burden to increase the

satisfaction of beneficiaries

SO 5.1: Effectively implement the programmeSO 5.2: Support applicants and beneficiaries and strengthen the involvement of relevant partners in programme implementation

Result-Oriented Communication:CENTRAL EUROPE

Communication Objectives

ProgrammeObjective

Cooperating beyond borders in central Europeto make our cities and regions a better place to live and work

CO 2: Effectively engage with and empower the beneficiaries

CO 1: Effectively communicate the programme to applicants and other stakeholders

Specific Communication

Objectives

CO 1.4:Improve attitudes

and change behaviour towards cooperating with the programme

CO 1.3:Increase

knowledge about calls and

achievements

CO 1.1:Strengthen the capacity within

the programme to communicate calls and achievements

CO 1.2:Raise awarenessabout calls and achievements

Specific Management Objectives

CO 2.1:Strengthen the

capacity within the programme to

support projects in implementation

CO 2.2:Strengthen the

capacity of projectsfor effective

implementation

Support applicantsi.e. build their capacity

(awareness, knowledge & attitude) to participate in the programme

Support beneficiariesi.e. build their capacity

(awareness, knowledge & attitude) to participate in the

programme

Strengthen the involvementof relevant partners in

programme implementation

Effectively implement the operational programme

and reduce administrative burden to increase the

satisfaction of beneficiaries

Communication Audiences

(to be further refined per CO)

Communication Approaches

Relevant partners incl. other funds

(Art.5 CPR)---

Multipliers


(Art.5 CPR)---

Multipliers

All programme bodies – with a focus on the contact point

network


(Art.5 CPR)---

Multipliers

All programme bodies – with a focus on the

contact point network

All beneficiaries, with a focus on lead

partners, finance, communication and project managers

Generating convincing and reliable

arguments and using these in targeted

small-scale dialogue communication

activities ---

Increasing the capacity of all

programme bodies to become brand ambassadors

Visualising and simplifying information

---Providing

comprehensive information online

---Improving the

capacity of stakeholders

---Cooperating with

multipliers

Develop comprehensive and easy-to-understand internal guidance

materials and templates

---Internal training and

support

Increasing visibility through the

harmonisation of corporate design

---Communicating

highlights (success stories) through

digital channels and at events

---Collaborating with

multipliers and using their channels for

wider indirect reach

Develop comprehensive and easy-to-understand

internal guidance materials and templates

---Internal training and

support

Develop comprehensive and easy-to-understand

project guidance materials and templates

---Project training and

support

Contact

Frank SchneiderInterreg CENTRAL EUROPE ProgrammeHead of Communication Unit

Joint Technical Secretariat

Kirchberggasse 33-35/11

1070 Vienna

Austria

Phone +43-699-10039902

Mail [email protected]

Web www.central2020.eu

FB www.facebook.com/CentralEuropeProgramme

LinkedIn www.linkedin.com/in/centraleuropeprogramme

Twitter @CEProgramme

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