TEMPLATE
Project Communication Strategy
Version 2
06|2017
A.Introduction
Keep it short and simple. Only after finalising the other chapter of this strategy document, write this
introduction and answer each of the questions below in one paragraph:
 What is your project about?
 Which outputs are most relevant for transfer and why?
 What is the role of communication in your project?
 What will be the results of your communication?
 What are your main reference points for this strategy?
 Who is involved in planning and delivering your communication?
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B. Strategy
In this chapter, the strategic framework for communication throughout the project shall be outlined in the
following sub-chapters:
 B.1 Communication to ensure internal involvement of all partners (WP Management)
 B.2 Communication to ensure external involvement in output development (Thematic WPs)
 B.3 Communication to transfer outputs to new target audiences (WP Communication)
For each of the three sub-chapters the structure suggested below (challenges and results, strategy,
evaluation) shall be used to provide the strategic framework. Planned activities will then have to be
described in more detail in the Chapter C.
SUGGESTED STRUCTURE OF PART B
B.1 Communication to ensure internal involvement of all partners (WP
Management)
Objectives, challenges and results
1. Describe the main objective for your internal project communication. Most likely this will be to keep
the partnership informed (awareness and knowledge) and motivated to contribute to project activities
(attitude and behaviour). What will be your main challenges to reach this objective? These could be for
example: the size and diversity of the partnership (full partners and associated partners); different
communication cultures between private and public partners; geographical distance; …
2. Define how you will overcome the challenges identified above. Which communication channels and
tools (mailings, meetings, direct contacts, shared drives, project management tool …) will you use for
what kind of partner? Please keep in mind that private and public partners might have different needs.
3. The result of your internal communication should be a motivated and well-functioning partnership
throughout the project lifetime. If possible, define how you will measure that you have achieved this.
For example, consider to run an anonymous survey among your partnership about their satisfaction
with your internal communication (e.g. timing of updates, channels and tools used, level of
information provided, style …). This is only a recommendation but it will help you to learn and improve
your internal communication.
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B.2 Communication to ensure external involvement in output development
(Thematic WPs)
Objectives, challenges and results
1. Describe the main objective for communication activities that were planned in the thematic work
packages. Most likely this will be external stakeholder involvement: to inform stakeholders outside your
partnership about what you do in the project (awareness and knowledge) and to motivate them to
contribute to project activities (attitude and behaviour).
2. Describe which external stakeholders you will communicate to in order to make them contribute to the
development of which output. Go through the thematic work package descriptions in the application form
and discuss with the work package leader and other relevant partners, these target audiences and the
foreseen communication activities (e.g. targeted newsletters and direct mailings, feedback and
development workshops with external stakeholders, personal meetings, …)
3. The result of your communication should be a wide involvement of relevant stakeholders in the
development of your project outputs. If possible, define how you will measure that you have achieved
this. This is only a recommendation but it will help you to learn and improve your communication with
external stakeholders.
B.3 Communication to transfer outputs to new target audiences (WP
Communication)
Objectives, challenges and results
1. Describe the main objective for communication activities that were planned in the communication work
package. Most likely this will be the transfer of results to new stakeholders: to inform new stakeholders
outside your partnership about what you achieve in the project (awareness and knowledge) and to
motivate them to take up and work with the outputs and results (attitude and behaviour).
2. Based on information provided in the application form, list the project outputs which your partnership
considers to be most important for transfer communication. Briefly explain why these are the most
important ones and who the target audiences are.
3. Take the information from above and create grids (see below) for each output. Fill in the grids with
specific information, please make sure that objectives and activities are in line with the application form.
The example grid below is rather general. Grids in a project communication strategy need to be a lot
more specific. Please pay special attention to which messages you will pass on to which audiences.
Messages need to be specific to the target audience. A policy maker in a ministry needs a different
message from a journalist or a scientific institute.
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Output x
Audience
Communication
Status quo
Status quo
Key
Outline of
objective
in 2017
aimed for
messages
activities
in 2019
Decision makers
Increase
Do not know
Have gained a
of municipal
knowledge
what is planned
deeper
by the project
knowledge
departments in
all project
about the
regions
project output
Change attitude
Will have gained
Not only know
knowledge
about the
about project
output but are
due to activities
willing to use it
outlined above
Mayors in all
Raise awareness
project regions
Do not know
Are aware about
about this
the output, yet
output of the
without a
project
deeper



Our project
output x helps
municipalities
to…
…
Our project
output x
brings clear
advantages in
terms of…

…

Our project
output x helps
municipalities
to…

Newsletter

Online
tutorials

Road show

…

Personal
meetings

…

Newsletter

Social media

…

…
understanding
Increase
…
…
…
knowledge
Output xx
Audience
Communication
Status quo
Status quo
Key
Outline of
objective
in 2016
aimed for
messages
activities
in 2018
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C. Activities
In this chapter you should describe your planned communication activities as foreseen in the application
form. In order to ensure that all project partners understand what needs to be done over the coming
three years, please provide more information than available in the application form. To achieve this, the
suggested structure below should be replicated.
Please note: If possible, please include also communication activities planned in WP Management and
thematic WPs to provide the partnership with a comprehensive overview.
SUGGESTED STRUCTURE
C.1 Start-up activities
List in such sub-chapters all planned start-up activities. Use the suggested structure below to provide
detailed information on each individual activity. Please remember to also include relevant communication
activities planned in WP Management and in thematic WPs!
C.1.1 Communication strategy
Key points
Project output in focus of activity:
---
Main target audiences:
---
Responsible partner for implementation:
---
Project partners to be involved:
---
Indicative timing of activity:
---
Description
Shortly describe in a few sentences what the activity is about and what is planned why, where, by
whom for whom (the 5Ws). This description should build on information that was given in the application
form but be more specific and provide more details already. Consider also to outline the main messages to
be conveyed in each activity.
Monitoring
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Describe how you are monitoring progress (in addition to project reporting. Use optionally the grid below.
Output indicator
Project
communication
strategy shared
with all partners
C.2
Unit
Baseline
value
Target
value
Source
of data
Reporting
Number
0
1
Monitoring
1st progress report
Public events
Follow grid structure above…
C.3
Digital activities
Follow grid structure above…
C.4 …
C.5 …
C.6 …
C.7 …
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D.Timeline
In this chapter a Gantt chart should be provided with all communication activities reflected and timed.
Please note: If possible please also include also communication activities planned in WP Management and
thematic WPs.
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E. Annexes
List here any relevant annexes including annual communication work plans to which you have referred in
the strategy document, such as relevant studies, SWOT analyses, influence-interest or other stakeholder
analyses etc.
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