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Henrik Josephson Senior Communications Officer

Understanding communication - A clear and consistent message [TELLING THE STORY, SESSION 3C] 27 November, Brussels, Belgium. Henrik Josephson Senior Communications Officer. The three main points of this presentation!. INFORMATION AND COMMUNICATION IS NOT THE SAME THING

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Henrik Josephson Senior Communications Officer

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  1. Understanding communication - A clear and consistent message[TELLING THE STORY, SESSION 3C]27 November, Brussels, Belgium Henrik Josephson Senior Communications Officer

  2. The three main points of this presentation! INFORMATION AND COMMUNICATION IS NOT THE SAME THING • SECURE A PLATFORM AND A BUDGET If management understands the value of communications you will get the platform you need - you cannot do the job without it • COMMUNICATION ADDS VALUE Communication is a way to add value to an organisation – a well communicated organisation will get more money and attract talent (HR Capacity building)

  3. Effective communication starts here: UNDERSTAND THE CHALLENGES AND THE POSSIBILITIES Issue: There is nocoherent Community profile or image to build on DO – Be creative but relevant – budget accordingly DO NOT – Never act is if the EU has a set of coherent values or is self explanatory, it needs to explained in its [specific] context, every time!

  4. The Community answer: COMMUNICATING EUROPE IN PARTNERSHIP Issue: Value added yes, but who cares? DO – Adapt and connect to the Community initiatives and build on it to go further, accept that it will be an uphill race, be pro-active DO NOT – Mistake communication with information

  5. Simple and generic steps to maximise impact: THIS IS MARKETING AND THAT IS A GOOD THING Issue: We are all in it together and there are no secret hand-shakes The three keys • Long-term commitment • Transparency • Consistency • DO – Set up a plan, write a strategy, implement and stick to it • DO NOT – Never look at communications as ad-hoc measures!

  6. How this translates to projects (beneficiaries): FIND THE CARRIERS OF YOUR MESSAGE AND ENGAGE THEM Issue: You must involve the projects Three keys • Loose the top-down approach • Involve the projects and the people you work with • The projects are the carriers of your message DO – Workshops (invite the successful and the good practice and let them talk, not you!) DO NOT – write manuals without follow-up, it will fail

  7. Example: Interreg IVB NSRP Communications STRATEGIC • Web based • Print on demand (and JIT as far as possible) • New media (web videos, VNRs) part of general communication plan OPERATIONAL • Lead Beneficiaries Seminars (thematic seminars and workshops) • External experts and good practice projects • Publicity tool kit on-line

  8. Conclusions: IT IS YOUR JOB TO MAKE PEOPLE UNDERSTAND THE IMPORTANCE OF COMMUNICATION Issue: Communication is a content in its own right, act like it! Three keys • You need to root-in why communications is key • You must budget for it according to the measures proposed • You need to involve and engage the message carriers DO – Accept the challenge DO NOT – Cave in for the resistance

  9. As always THE LATEST INFORMATION ABOUT THE PROGRAMME: www.northsearegion.eu Henrik Josephson Senior Communications Officer The Interreg IVB North Sea Programme

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