Presentation on theme: "Planning efficient communication – the Hungarian example"— Presentation transcript:
1Planning efficient communication – the Hungarian example Presented by Judit SZUCS
2Hungarian communication strategy ContentBasic informationProject’s objective and dilemmasInstitutional setup and structure of communicationHungarian communication strategySWOTPlanning efficient communicationImplementationScheduleSegregation of dutiesHelping beneficiaries to communicateInformation and publicity requirements for beneficiariesVisual guidelineSuccess factors and pitfalls
3Basic information Project’s objective establish communication on new, strategic groundsevoke a vision of New Hungary by serving efficient and effective use of EU fundingDilemmasproduct marketing (programme communication) vs. brand building (image communication)Institutional set up and structure of communicationorganizational changes: establish the grounds for reconciling, coordinating and concentrating communicationCampaignfor two years, 3 periods: introduction, flow, resultsDec (SFIT) – first discussions on new requirements and CP, we have learned our lessons: MEMBER STATE LEVEL STRATEGYBRANDING: If the old marketing mantra was," Nothing happens until somebody sells something," the new philosophy could be" Nothing happens until somebody brands something."
4BrandNew Hungary Development Plan with clear and unique position (characteristics: personal concern, lucidity, empathy)
6Communication strategy – SWOT analysis Strong pointsWeak pointsIncreasing number of explicit and communicable resultsPositive messagesStandardised organisationStandardised rules of procedureConsensus-based common communication strategyExisting and regularly used media relations in the national and regional media alikeBureaucracy of state administration, lengthy proceduresStill complicated rules of procedure, difficult to follow for the average personMany times even journalists write about the system fail to understand its operationComplicated language full of technical terminologyPotentialsRisksRate of the available budgetManaging activities relating to information and publicity, as well as activities ensuring transparency as a priority area at the European CommissionAppropriate use of international experience acquired at the meetings of the INFORM work teamTraining for journalistsA system with many players, many intermediate bodiesEU scepticismScepticism vis-à-vis the institutional systemLimited media interest in positive happeningsDifficult to apply the public procurement act in the case of communication tenders, which may lead to prolonged procedures and the lack of professional standardsPolitically influenced development policy
7Communication strategy - Planning efficient communication Communication subdivided into five phases:Target groups, communication objectives, messages, tools and channels determined specifically in each phase.IBs’ annual communication action planFinancing (SLA – contract between MA and IB)Approved by NDA Communication Department together with MAsBuilding one brand, having one single strategy requires performance based and planned operation with clear segregation of duties.Phases of communicationNDA Communication Department’s task(image communication)IBs’ task(programme communication)General information phaseMobilization phase, contacting potential applicantsPhase of continuous communication with beneficiariesPeriod of wide-scope presentation of resultsPartnership and social reconciliation phaseUnderline 3 main features: planning efficient comm, implemeting and giving helpIdentification of 5 phases of our communication process – define targets, messages, ecc.
8Implementation Schedule With right timing, specific phases may mutually reinforce one another in synergy
9Implementation Segregation of duties Establishment of significantly simpler, more transparent and most probably faster operating institutional systemNational Development Agency Communication Department:image communication at national levelstrategic planningcoordinationevaluationIntermediate Bodies:programme communication and targeted information at regional levelkeeping contact with potential applicants and beneficiariestargeted information closely connecting to applications and projectsBeneficiaries:inform the public locally on the implementation of developmentensure the widest possible publicity of project
10Helping beneficiaries to communicate New logo and slogan - Visual guide forNational Development AgencyIntermediate bodiesBeneficiariesGuideline on Information and Publicity Requirements for BeneficiariesBeneficiaries are required to inform the public about how their project has been implemented from European Union fundinglocal level, our aim is to encourage beneficiaries and help make their projects more successful and effective by strengthening, and raising awareness of the communication of projectsOne brand, one lay out – logo and the sloganThe guide endeavours to provide support for the efficient exploitation of these communication potentials.
11Summary – success factors and pitfalls One, successful brandConsensus-based common strategyWorking together with professional PR, media and creative agencies at each levelPitfallsLack of communication (strong EU skepticism)Many players involved in communication on cohesion policyprice of concentrationlack of informationChanging circumstances, changing objectives – strategy needs regular review and amendments if required