Transcript Planning efficient communication – the Hungarian example Presented by Judit SZUCS Content Basic information – Project’s objective and dilemmas – Institutional setup and structure of.

Planning efficient communication
– the Hungarian example
Presented by Judit SZUCS
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
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:
Phases of communication
General information phase
NDA Communication
Department’s task
(image
communication)
IBs’ task
(programme
communication)

Mobilization phase, contacting potential
applicants

Phase of continuous communication with
beneficiaries

Period of wide-scope presentation of results

Partnership and social reconciliation phase

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.
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
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
Logo, slogan and image photos
Thank you for your attention!
Judit SZUCS
E-mail: [email protected]
Website: www.nfu.hu