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Managing the private – public relationship the role of communications Louis de Schorlemer, managing director, EuropArea
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Managing the private – public relationship
the role of communications
Louis de Schorlemer, managing director, EuropArea
Why bother?
EU wide public sector spending 1500 billion euro/ year
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Public vs private?
Complex decision making
Not trendsetter
Stable partnership
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Foreseeable spending policy
Long term relationship
Perceived value for client
Key benefits
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Challenges
Public purchasing policyBudget and revenue structure
Transparency and public scrutinity
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EuropArea
Shared platform for hospitality accommodatingnational Olympic Committee houses
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Communications Plan
Businessstrategy
Company Programs
Brand / Value Proposition
Corporate Principles
Goals andmessages
Target groups
Comm.objectives
Results/Evaluation
Activities
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Business strategy
A fair solution for all National Olympic Committees looking for:
- budget optimisation- increased marketing exposure- enhanced athletic celebrations
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Core values
You get what you pay forWe work open booksWe engage the Olympic valuesWe grow together
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Communication objectives
Establish as- partner for their success- sole provider- part of the Olympic family
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Target Audience
30+ European Olympic CommitteesInstitutional and corporate sponsorsNational/ regional authorities
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First level message
Our job is to facilitate your success–Your national identity is preserved–Your committment is essential to
succede
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Second level message
We are a responsable partner
–You get what you pay for– We have no hidden agenda
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Third level message
We are part of the family
–We live by the Olympic values–We know the rules– Our committment is long term
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Our toolbox
Door-opening with a referee- MEMOS - Belgian Olympic Committee
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Our toolbox
Face to face-Individual relationship -Trust building
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Our toolbox
Corporate diplomacy-Multiple entries to decision making-« What if? » approach
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Milestones
Confirmed participationThird party sponsorshipSochi 2014 and Rio de Janeiro 2016
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The unity of message
We only go because we go for the long termWe keep the same public face over timeWe are passionate about what we do
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