Planning efficient communication – the Hungarian example Presented by Judit SZUCS

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

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. 2006 (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."

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

FILM

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

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.

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

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

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.

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

Logo, slogan and image photos

Thank you for your attention! Judit SZUCS E-mail: Judit.SZUCS@meh.hu Website: www.nfu.hu