DG Regio Inform Meeting, 3 December 2014
Developing A Result-Based
Communication Strategy
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 one
programme body or unit. There is a difference between everyday communication and
professional communication. Therefore, the capacity to communicate professionally
has to be strengthened across all programme bodies and key partners of the projects.
•
Communication has a strategic management function, it supports programme
management to reach intended results and changes. Communication is key to achieving
changes envisaged by the programme.
• Communication therefore prioritises management goals and not the goals of
the communication unit: to communicate for the sake of communication is not the
objective, communication objectives are intrinsically linked to programme and
management goals.
•
Communication goes beyond passing on information and messages, it also aims at
engaging and empowering stakeholders (see also first principle). Persuasive oneway communication therefore has to go hand in hand with dialogic two-way
communication.
Result-oriented communication:
The intervention logic
Programme Communication
Objectives in view of audiences
Approaches and activities
SMART outputs
SMART communication results
SMART management results
SMART programme results
other intervening factors
Result-oriented communication:
A brief exercise
Result-oriented communication:
Objectives
Behaviour
Attitude
Knowledge
Awareness
Capacity
Result-oriented communication:
Objectives
Behaviour
Attitude
Knowledge
Awareness
Capacity
Result-oriented communication:
The intervention logic
Programme Communication
Objectives in view of audiences
Approaches and activities
SMART outputs
SMART communication results
SMART management results
SMART programme results
other intervening factors
Result-oriented communication:
Audiences
Result-oriented communication:
Audiences
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.
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.
Result-oriented communication:
The intervention logic
Programme Communication
Objectives in view of audiences
Approaches and activities
SMART outputs
SMART communication results
SMART management results
SMART programme results
other intervening factors
Result-oriented communication:
SMART results
Objective 1:
Raise awareness
of potential
beneficiaries
about calls
Objective 2:
Improve attitudes
and change
behaviour of
policy makers
towards
cooperating with
the programme
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
2016
2017
2018
2019
(2023)
Result-oriented communication:
SMART results
Objective 1:
Raise awareness
of potential
beneficiaries
about calls
Objective 2:
Improve attitudes
and change
behaviour of
policy makers
towards
cooperating with
the programme
ID
Result (indicator)
Measurement unit
Baseline value
(2014)
Target value
(2023)
Source of data
Frequency of
reporting
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)
2018
2020
2023
Result-oriented communication:
The intervention logic
Programme Communication
Objectives in view of audiences
Approaches and activities
SMART outputs
SMART communication results
SMART management results
SMART programme results
other intervening factors
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)
Source of data
Frequency of
reporting
xy
Posts on Facebook
Number
0
xy
Monitoring
Annually
xy
Tweets on Twitter
Number
0
xy
Monitoring
Annually
Result-oriented communication:
The intervention logic
Programme Communication
Objectives in view of audiences
Approaches and activities
SMART outputs
SMART communication results
SMART management results
SMART programme results
other intervening factors
Result-Oriented Communication:
CENTRAL EUROPE
The CENTRAL EUROPE Hierarchy of Objectives
Cooperating beyond borders in central Europe
to make our cities and regions a better place to live and work
Programme
Objective
Specific
Management
Objectives
(“Operational
Programme”)
Specific
Management
Objectives
(“unchained”)
Communication
Objectives
Specific
Communication
Objectives (tbc)
SO 5.2: Support applicants and beneficiaries and strengthen the
involvement of relevant partners in programme implementation
Support applicants
i.e. build their capacity
(awareness, knowledge & attitude)
to participate in the programme
Strengthen the involvement
of relevant partners in
programme implementation
CO 1: Effectively communicate the programme
to applicants and other stakeholders
CO 1.1
Strengthen the
capacity within
the programme to
communicate calls
and achievements
CO 1.2
Raise awareness
about calls and
achievements
CO 1.3
Increase
knowledge about
calls and
achievements
CO 1.4
Improve attitudes
and change
behaviour towards
cooperating with
the programme
SO 5.1: Effectively
implement the programme
Support beneficiaries
i.e. build their capacity
(awareness, knowledge &
attitude) to participate in the
programme
Effectively implement the
operational programme
and reduce administrative
burden to increase the
satisfaction of beneficiaries
CO 2: Effectively engage with
and empower the beneficiaries
CO 2.1
Strengthen the
capacity within the
programme to
support projects in
implementation
CO 2.2
Strengthen the
capacity of projects
for effective
implementation
Result-Oriented Communication:
CENTRAL EUROPE
Cooperating beyond borders in central Europe
to make our cities and regions a better place to live and work
Programme
Objective
SO 5.2: Support applicants and beneficiaries and strengthen the
involvement of relevant partners in programme implementation
Specific
Management
Objectives
Communication
Objectives
Specific
Communication
Objectives
Communication
Audiences
(to be further
refined per CO)
Communication
Approaches
Support applicants
i.e. build their capacity
(awareness, knowledge & attitude)
to participate in the programme
Strengthen the involvement
of relevant partners in
programme implementation
CO 1: Effectively communicate the programme
to applicants and other stakeholders
CO 1.1:
Strengthen the
capacity within
the programme to
communicate calls
and achievements
CO 1.2:
Raise awareness
about calls and
achievements
CO 1.3:
Increase
knowledge about
calls and
achievements
CO 1.4:
Improve attitudes
and change
behaviour towards
cooperating with
the programme
All programme
bodies – with a
focus on the
contact point
network
Relevant partners
incl. other funds
(Art.5 CPR)
--Multipliers
Relevant partners
incl. other funds
(Art.5 CPR)
--Multipliers
Relevant partners
incl. other funds
(Art.5 CPR)
--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
Visualising and
simplifying
information
--Providing
comprehensive
information online
--Improving the
capacity of
stakeholders
--Cooperating with
multipliers
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
SO 5.1: Effectively implement the programme
Support beneficiaries
i.e. build their capacity
(awareness, knowledge &
attitude) to participate in the
programme
Effectively implement the
operational programme
and reduce administrative
burden to increase the
satisfaction of beneficiaries
CO 2: Effectively engage with
and empower the beneficiaries
CO 2.1:
Strengthen the
capacity within the
programme to
support projects in
implementation
All programme bodies
– with a focus on the
contact point network
Develop comprehensive
and easy-to-understand
internal guidance
materials and templates
--Internal training and
support
CO 2.2:
Strengthen the
capacity of projects
for effective
implementation
All beneficiaries, with
a focus on lead
partners, finance,
communication and
project managers
Develop comprehensive
and easy-to-understand
project guidance
materials and templates
--Project training and
support
Contact
Frank Schneider
Interreg CENTRAL EUROPE Programme
Head of Communication Unit
Joint Technical Secretariat
Kirchberggasse 33-35/11
1070 Vienna
Austria
Phone
+43-699-10039902
Mail
[email protected]
Web
www.central2020.eu
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