Presentation on theme: "E.L.C. Communication Working Group ~ Developing A Strategic Approach"— Presentation transcript:
1 E.L.C. Communication Working Group ~ Developing A Strategic Approach
2 The rationale for building a structured, managed communication strategy We live in an age of instant communicationacross all areas of daily life and business.It is a fact that is more true than it has ever been - today “perception” of a situation rather than actual “fact” is frequently the most critical point.Against this background, in any given situation, if one does not communicate there are certainly many groups who will - and worse still may suggest sinister motives for any “silence”.Put simply if one does not deliver one’s own message someone else will do it for you - with unpredictable consequences.
3 The key principles of effective communication The core objective is to anticipate, plan and manage perceptions associated with events, people or issues.Analysis of potential areas of external interest should be prepared for reaction.Both a reactive and a proactive approach are required.Communication destined as part of any lobbying process needs to also clearly to have an external dimension as it will directly affect the perception of the industry.Consistency of approach is vital.
4 Proposed ELC Communication Activities Establish an effective long term (3-5 year) communication strategy for ELC which must be one which is constantly developing.Undertake a “communication audit” of all existing material and activities to establish profile support.Develop a concise, simple, public “mission statement” for the ELC outlining its core purpose and objectives.Establish/enhance procedures for the development of an agreed “timely response mechanism” to manage creation, approval and issue of specific association/industry reaction statements.
5 Communication Objectives Establish ELC as the European industry champion and authorityEnsure ELC seen as the “go to” for quality overview information at pan European levelMake ELC the first, easily accessible, European contact point for factual overview of our industry which currently may appear very complex for interested general information seekersStrengthen existing proactive relationship with opinion formers and influencers with quality, support information
6 Communication Objectives Support primary case - preserving our licence to operateINFOCATION i.e. better inform and educate our target audiencesUse most effective vehicles to communicate messages and key factsBuild membership and Association credibility
7 Possible Target Audiences wide scope to communicate to and throughEuropeanInstitutionsAndLegislatorsConsumer&OpinionFormersFoodManufacturersandRetailersHealth ProfessionalsAcademics +ScientificCommunity
8 The changing business / consumer environment Health and well-beingDesire for “natural” foodsLegislation on food safety – covering raw materials, ingredients, transport,distribution, retail, food productsEnvironment – input, processing, use, consumptionSustainable / renewableGlobalisation of tradeGlobalisation of consumer awareness, trends, demands
9 The changing business / consumer environment More active / aggressive interest and/or pressure groupsMore and more information and means of deliveryEconomic drivers / factors for industryDevelopment of emerging consumer baseIncreased cost & marketing advantage pressure by retailersStronger European Parliament
10 Planned Communication Development Adopt flexible method, gradual build up approachAccept this is a long term project over several yearsInitial consolidation of information resources available externallyUpgrade website as the primary information resourceReview need for basic simple brochure – Association “calling card”Review suitability of future staged, targeted information/lobbying events – e.g. Euro Parliament eveningReview other vehicles – media article placement etcReview need for potential general PR campaign
11 Communication development – timeline Review and upgrade website – September 2006Review existing information sources – September 2006Review, decide need for primary basic print material – October 2006Review , decide need/practicality for possible EP events plan – November 2006Review, decide other key message vehicles needed – Summer 2007Review , decide if general long term PR campaign practical – Summer 2007
12 Communication - Mission Statement One of the key elements was the need for a concise mission statement for the ELC which clearly summarises our positive purpose to the external world.Identified key areas of interest for our industry and the main message we wish to associate with .Statement was discussed,created, amended and approved by EXCOThe resulting mission statement can be commonly available supporting both a positive and consistent approach.
13 Mission Statement - developed ELC Mission Statement – … ELC's mission is to improve public knowledge of the contribution food ingredients and additives make to the wider food industry; through clear factual understanding, among identified key European audiences including manufacturers, retailers, health professionals, regulatory authorities, politicians, scientists, teachers, students and consumers.
14 ELC Website - Review and Development Whilst having been very effective at its launch a more interactive format is now required for future support and positive profile development .The structure and site navigation elements need enhancing to make the site easier for visitors to find their way around.More informative detail about the wide use and core value of additives & ingredients in industry and daily life is needed.We need future flexibility to add relevant ELC news items as we wish.Facility to analyse site statistics to be able to understand and focus on key interest areas is vital
15 Review of the current ELC website Review of the current ELC websiteOffers 13 English language pages and 30 language pages(8 x French, 8 x German, 7 x Spanish, 7 x Italian)No imagery or photographyBasic navigation and unclear sign postingExtremely long pagesUninviting, no interaction, not user friendlyNo clear channels for differing audiencesLittle or no statistical information available
16 Website development Improve site structure Re-define navigation, move pages, combine some pages and separate others, shorten where ever possibleUpdate the design and visual feelMake the site look more like a professional organisation tool rather than an amateur web siteAdd graphics and photographyProvide relevant but visually appealing contentImprove ELC contact pointsStandardise the contacts, common ELC addresses
17 Website development Add a NEWS section Provide latest relevant industry news. Communicate and provide a reason to return to the siteRe-evaluate the need for other language optionsIf not required this will save time and moneyBegin to monitor and analyse visitor statistics
18 Website development Re-assess the current content Shorten where ever possibleHave text professionally re-written and above all…Ensure it is current, accurate and of interestRelocate some content to downloadable PDF formatMove older, out of date or lengthy items to secure PDF documents available in Archive for downloadingIntroduce ELC managed web pages (NEWS, ARCHIVE)Provide self-administered pages
19 Website development Re-assess EU Approved lists Develop a simpler system of locating and presenting the data on the pageDevelop the USEFUL LINKS sectionLook for and attract reciprocal links to improve user appreciation and improve search engine optimisation (SEO)Introduce possible USER SPECIFIC sectionsUnique information for Food Manufacturers and RetailersUnique information for Government Bodies/OrganisationsUnique information for Members
20 Website development Provide an in-site SEARCH facility To improve ease of use and further develop capacitySearch Engine OptimisationTo improve visitor traffic with a guaranteed Google listing and submission to over 400 search engines with automatic monthly submissionsConsider possibility of making the site self-fundingPossible to introduce small and unobtrusive advertising from interested organisations e.g. magazine publishers, website publishers, suitable services or suppliers
21 Website development In overview the target is by September 2006 to .. Launch the enhanced, redesigned siteProfessionally re-write basic content sourced from existing member sites
22 Website development - costings Design and re-build € 5000Professional writer re-work of existing material from approved sources € 3000Annual hosting/management costs of new site€250 per year hosting fees@ €750 per year depending on amount of change required
23 Conclusion - Future communication needs Long TermConclusion - Future communication needsGoing forward we need to build on the strength we have already establishedOur objective should be to enhance the “consumer friendliness” and real “necessity” of food additives and ingredients and to stress the vital part contribution they make to daily life – although not understood by mostGood, factual information to counter freely available mis-informationThe health and environment debate is something we should enter where appropriateUltimately public opinion generates reactions which produce legislative or market pressure change, we should be prepared to influence when we have the opportunityA sustained positive perception for our industry can only assist our long term aims.