Presentation on theme: "Project Cycle Management for International Development Cooperation Communication Teacher Pietro Celotti Università degli Studi di Macerata 12 December."— Presentation transcript:
Project Cycle Management for International Development Cooperation Communication Teacher Pietro Celotti Università degli Studi di Macerata 12 December 2011
Why project communication It is requested by the agreement In cooperation projects, it is often the key activity for the objective’s achievement This was, for instance, the case of RIVER and ESSENTIAL projects
Communication plan The elements are: (communication) objective, target groups, duration, territory, means, budget The cooperation project implies a first analysis of these elements in the formulation phase
Communication plan Duration of communication activities regularly corresponds to the project, but with specifications In a cooperation project, territorial factors are taken in special consideration Without a clear concept of target groups there is no communication plan
Communication is… Informing Promoting Involving Educating
Beneficiaries as target groups Regularly, beneficiaries are target groups of project communication activities How to classify the target groups from a communication point of view? What is my communication objective concerning each target group? Shall I inform, promote, involve ore educate?
Communication objectives Ensure that the beneficiary population is aware of the roles of the partner and of the EU in the activity Raise awareness among the host country population or in Europe about the roles of the partner and of the EU in delivering aid in a particular context
Communication objectives Raise awareness of how the EU and the partner work together to support education, health, environment, etc Source: Communication and visibility manual for EU External Actions (2009) I tend to adapt more this kind of objectives to the specific projects
Stakeholders “Individuals or institutions that may – directly or indirectly, positively or negatively – affect or be affected by a project or programme” Source: “Project Cycle Management Guidelines” della Commissione Europea (2004) They definitely have to be included among the project communication target groups
Target groups’ analysis Have I segmented the target groups? Do I know the target groups in terms of numbers? Do I know their locations, habits, behaviours? Age? Spoken languages? These information are crucial in order to take any decision in terms of communication (messages, means etc.)
Dissemination, impact Very often a development cooperation project includes: an experimental component with local beneficiaries a component hinged on results’ dissemination aiming at generating an impact outside of the project
Dissemination, impact If a significant impact is expected, it is necessary that communication goes beyond the project’s beneficiaries (it is not the case of RIVER, it is the case of ESSENTIAL) It is necessary to identify other target groups – they are normally bodies potentially interested in the adoption of the experimented model of intervention Their analysis must be carried out
Dissemination, impact The analysis of this kind of target group is normally easier Communicating with this kind of target group is normally easier, as active networks and regular occasions to meet exist
Suggestions Communication should be based more on project’s results than on bureaucratic steps In case of international cooperation, it is necessary to take into account local traditions It is recommended to chose, if possible, the local language (or languages!) It is necessary to consider the communication activities from an environmental point of view
Means and solutions Press releases Leaflets and newsletters Catalogues, publications and audiovisual materials Web resources Banners Exhibitions (f.i. photographic exhib.) Gifts Plates, panels Events
Means and solutions Attention must be dedicated more to “distribution” than to “production”: Have I contacted the appropriate newspapers? Is there any specific distribution plan for the project’s leaflets (bus stops for immigrants, pediatrists’ waiting rooms for children, sporting centres for teenagers etc.)
Means and solutions Have I dedicated resources to the distribution? Web is considered as a sort of monument or is used as a dynamic resource to inform and involve my target groups? Are my banners located where my target groups regularly meet?
Means and solutions Do the chosen promotional gifts remind my project? Are they to be normally used by my target groups? Did I identify a precise formula for each event? Or am I just repeating the project contents as they were described in the application? Are my target groups ready to participate in the day and time identified for the event? Is this place accessible by my target groups?
Means and solutions Inform Promote Involve Train Web-based “Traditional” Online tutor Web 2.o Website Mailing list Workshops Events, exhibitions Press coverage
Duration Communication covers the project duration Do not underevaluate the start-up of the project, which is a positive news Intermediate results, such as project meetings, can be transformed into news Results must be ready some months before the end of the project, in order to allow an appropriate dissemination phase
Territory Remember that target groups are located somewhere, it is too easy to think “I can communicate to anybody in English and through the web” Define a specific communication plan for each territory involved Graphic design of materials is more effective if centralised
Territory Evaluate if production of communication tools and materials should be centralised ( think of money, environment, local development) If possible, visit the partners in the occasion of their crucial communication activities Request all partners to publish on the project web resources updated information concerning their communication activities
Territory If possible define a European or transnational level of communication Evaluate the use of videoconferencing systems in the occasion of the main project events
Monitoring There is no communication without corresponding monitoring activity Case of press is obvious – but think that many organisations lose the news published by newspapers and broadcasted by radio and tv!
Monitoring Receipts in case of materials’ distribution, signatures in case of exhibitions, photos in case of events: a number, even if low, is better than no numbers Description of communication results is very useful when you write the project technical report Communication results will be evaluated with focused attention by the managing authority
Back to the agreement Logo Disclaimer Remember the aim of your donor: to associate its name to the positive results and effects generated by your development project
Think like a wise man but communicate in the language of the people William Butler Yeats (1865-1939) firstname.lastname@example.org