1. Workshop 2.B Going beyond press releases: media relations, how should we tell the story? Guidelines for the organisation of a press office on Structural Funds Brussels, 26 November 2007

2. FORMEZ Formez is an Italian government agency providing  technical support  modernisation  training to the Italian PA. 1.EUROPA PROJECT: Information, skills, knowledge on SF communication to Info & Publicity Units in ITALY 2.TWINNING PROJECTS: Training and support on Communication Plans for Accession countries and NMS

3. POLAND CZECH REPUBLIC HUNGARY BULGARIA ROMANIA

4. THREE GUIDELINES Drawing up Communication Plans for the 2007-2013 programming period Organisation of events on Structural Funds Organisation of the Press office for communication on Structural Funds

5. DO WE NEED A PRESS OFFICE?  The most effective way of reaching large audiences  It is cheap and has credibility BUT  It is not always possible to control  Media are not always interested, especially in positive stories  Even when messages are reported, they may be misinterpreted.

6. WHERE SHOULD WE PUT IT? Better to use the existing Press Office of the Institution thus creating a close relationship with the person in charge of I&P? Or …. create a new Press Office within the MA? And if so … How to create a communications flow among Minister Press Office, MA staff, MA Press Office, Intermediate Bodies Press Office and local EU Information Points?

7. USEFUL TIPS  Enlisting professional help to make stories more newsworthy  Shaping stories around concrete events highlighting local realities or human interest rather than abstract trend  Cultivating relationships with media and ensuring they are well briefed  Providing a useful, clear background, info, contacts etc., through the use of a straightforward language

8. GUIDELINES CHAPTERS  Press officer job description  Press Office activities  Relationships with other Press Offices  Tools of the Press Office  Writing a Press Release  How to manage interviews  How to organise Press Conferences  How to manage a crisis communication  Check-lists about what to do and what not to do, in dealing with the media

9.  “ Press Officer job description ” : main tasks of a Press Officer Press Office must work in close relationship with the Managing Authority staff  “ Relationships with other Press Offices ” the importance of establishing a well-organised communications flow from the very beginning of the information activities. Job Description

10. Press Office Tools  “ Tools of a Press Office ” are divided into:  oral tools  written tools  a mailing list of EU contacts  a list of experts to be involved Particular attention is paid to :  keeping regular contacts with the EU Information Points on the territory  the involvement of Team Europe experts in all the activities organised by the Press Office.  the provision of specific training to the journalists on the functioning of the Structural Funds to avoid the use of mistaken terminology.

11. Press release, Press Conference  “ Writing a press Release ” : focuses on the format and the content.  “ How to manage interviews ” : suggests how to carefully prepare the interview, and is subdivided into :  Assessing the interview request  What to do before and after the interview  “ How to organise Press Conferences ” : provides some advice on the steps to follow.

12. Managing a crisis and Check-list  “ How to manage communications crisis ” : advises the Press Officer to maintain trustworthy and credible relationships with the media at all the times because they can be possibly more cooperative in crisis cases.  “ Check-lists about “ What to do and what not to do ” when dealing with the media.

13. Thank you for your attention If you wish more information please get in touch with Claudia Salvi Csalvi@formez.it Tel. +39 06 84892220