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

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Presentation on theme: "Planning efficient communication – the Hungarian example Presented by Judit SZUCS."— Presentation transcript:

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

2 Content Basic information –Projects 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 Projects 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

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


6 Communication strategy – SWOT analysis Strong pointsWeak 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 PotentialsRisks 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 communicationNDA Communication Departments 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

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

11 Summary – success factors and pitfalls Success factors 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 Website:

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