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

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

FILM

Communication strategy – SWOT analysisStrong 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

Implementation

ScheduleWith right timing, specific phases may mutually reinforce one another in synergy

ImplementationSegregation 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: Judit.SZUCS@meh.huWebsite: www.nfu.hu