1. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 Putting the media in its place Roger Hope Communications Manager Special EU Programmes Body Northern Ireland and the Border Region of Ireland

2. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 The media is too high a priority in our communication activities Easy to quantify Gives some measurable results For effective communication

3. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 Engage

4. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 I am comfortable with what is happening I know something is happening I understand how this affects me I want others to take advantage of what is happening Awareness Buy-in Commitment Understanding

5. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 Citizens sceptical about what they read in newspapers Newspaper sales are falling

6. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 Newspapers, radio and television are not enough Spend less time publicising Spend more time engaging publicity = lowest common denominator engagement = dialogue and involvement leading to commitment

7. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 How the media engages Convergence TV companies offer broadband and telephone services; Newspapers offer printed and electronic versions (website and news to mobiles) some have their own television stations

8. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 Silent communication with the young texting, mobile access to the web, checking out information from more than one source Blogging – Myspace – viral marketing Don’t forget the silver surfers

9. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 All applications must include a communications plan and budget or they will not be considered Guidance on compiling a stakeholder analysis and a communications plan

10. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 We must put the media in its place and look at all the communication activities that are open to us Marketing “ I am a great lover ”

11. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 Public Relations “ Trust me. He is a great lover ”

12. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 Advertising “ I am a great lover. I am a great lover. I am a great lover. ”

13. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 Branding “ I understand you are a great lover. ”

14. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 Great lovers and great communicatorsEngage

15. Projects part-financed by the European Regional Development Fund – Investing in your future Telling the story 26-27 November 2007 Engage Put the media in its place and Engage