1. Planning efficient communication – the Hungarian example
Presented by Judit SZUCS

2. Hungarian communication strategy
Content
Basic information
Project’s objective and dilemmas
Institutional setup and structure of communication
Hungarian communication strategy
SWOT
Planning efficient communication
Implementation
Schedule
Segregation of duties
Helping beneficiaries to communicate
Information and publicity requirements for beneficiaries
Visual guideline
Success factors and pitfalls

3. Basic information Project’s objective
establish communication on new, strategic grounds
evoke a vision of New Hungary by serving efficient and effective use of EU funding
Dilemmas
product marketing (programme communication) vs. brand building (image communication)
Institutional set up and structure of communication
organizational changes: establish the grounds for reconciling, coordinating and concentrating communication
Campaign
for two years, 3 periods: introduction, flow, results
Dec (SFIT) – first discussions on new requirements and CP, we have learned our lessons: MEMBER STATE LEVEL STRATEGY
BRANDING: If the old marketing mantra was," Nothing happens until somebody sells something," the new philosophy could be" Nothing happens until somebody brands something."

4. Brand
New Hungary Development Plan with clear and unique position (characteristics: personal concern, lucidity, empathy)

5. FILM

6. Communication strategy – SWOT analysis
Strong points
Weak points
Increasing number of explicit and communicable results
Positive messages
Standardised organisation
Standardised rules of procedure
Consensus-based common communication strategy
Existing and regularly used media relations in the national and regional media alike
Bureaucracy of state administration, lengthy procedures
Still complicated rules of procedure, difficult to follow for the average person
Many times even journalists write about the system fail to understand its operation
Complicated language full of technical terminology
Potentials
Risks
Rate of the available budget
Managing activities relating to information and publicity, as well as activities ensuring transparency as a priority area at the European Commission
Appropriate use of international experience acquired at the meetings of the INFORM work team
Training for journalists
A system with many players, many intermediate bodies
EU scepticism
Scepticism vis-à-vis the institutional system
Limited media interest in positive happenings
Difficult to apply the public procurement act in the case of communication tenders, which may lead to prolonged procedures and the lack of professional standards
Politically influenced development policy

7. Communication 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 plan
Financing (SLA – contract between MA and IB)
Approved by NDA Communication Department together with MAs
Building one brand, having one single strategy requires performance based and planned operation with clear segregation of duties.
Phases of communication
NDA Communication Department’s task
(image communication)
IBs’ task
(programme communication)
General information phase 
Mobilization phase, contacting potential applicants
Phase of continuous communication with beneficiaries
Period of wide-scope presentation of results
Partnership and social reconciliation phase
Underline 3 main features: planning efficient comm, implemeting and giving help
Identification of 5 phases of our communication process – define targets, messages, ecc.

8. Implementation Schedule
With right timing, specific phases may mutually reinforce one another in synergy

9. Implementation Segregation of duties
Establishment of significantly simpler, more transparent and most probably faster operating institutional system
National Development Agency Communication Department:
image communication at national level
strategic planning
coordination
evaluation
Intermediate Bodies:
programme communication and targeted information at regional level
keeping contact with potential applicants and beneficiaries
targeted information closely connecting to applications and projects
Beneficiaries:
inform the public locally on the implementation of development
ensure the widest possible publicity of project

10. Helping beneficiaries to communicate
New logo and slogan - Visual guide for
National Development Agency
Intermediate bodies
Beneficiaries
Guideline on Information and Publicity Requirements for Beneficiaries
Beneficiaries are required to inform the public about how their project has been implemented from European Union funding
local 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 projects
One brand, one lay out – logo and the slogan
The guide endeavours to provide support for the efficient exploitation of these communication potentials.

11. Summary – success factors and pitfalls
One, successful brand
Consensus-based common strategy
Working together with professional PR, media and creative agencies at each level
Pitfalls
Lack of communication (strong EU skepticism)
Many players involved in communication on cohesion policy
price of concentration
lack of information
Changing circumstances, changing objectives – strategy needs regular review and amendments if required

12. Logo, slogan and image photos

14. Thank you for your attention!
Judit SZUCS
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