working in partnership: communications in cornwall & isles of scilly

WORKING IN PARTNERSHIP:Communications in Cornwall & Isles of Scilly

• Developing SMEs and Microbusiness; • Spatial Development; • Developing People; • Community Economic Development +

Rural and Fisheries; • Regional Distinctiveness

Cornwall & theIsles of Scilly

Overview• Pop. 500,000

• GDP 65% EU average (1999)

• Objective 1 2000-2006 for first time

• € 500m (£315m approx) from EU

Priority Management Groups

Programme Monitoring Committee Strategic

Development Group

Secretariat Executive

Project Development

Task Forces

WorkingGroup

Management structure

Communication Strategy

• Working in Partnership to Integrate Delivery and Build Capacity

• Giving Objective One Personality and thereby creating Ownership

• Ensuring Understanding through Clarity of Communication

Working in Partnership to integrate delivery

• Who is our audience?

• What information do they want?

• Why do they need to know it?

• Who is responsible for providing that information?

• How do we get information to them?

• When does that information need to be received?

• How will we evaluate success?

Who is our audience?

• Media

• Government

• Public Sector

• Private Sector

• Community/ Volunteer Groups

• Politicians

• European Commission

• Funding Partners

• Financial Institutions

• Applicants

• Young people

What information do they want?

• Generic introductory material about Objective One

• Factual information which relates directly to Priorities and Measures

• To lead applicants into formal application process

• Information on how programme is performing

• Project recognition

Why do they need to know it?

• To generate good quality bids

• To identify and address issues

• To keep the challenge alive

• To grow confidence and take-up

Who is responsible for providing information?

• Objective One Executive

• Managing Authority (Government Office South West)

• Developing Network of spokespeople to integrate delivery

–Task Forces: “sector champions”

–Geographic spokespeople

–Brussels & Whitehall

• Media training programme

How do we get information to them?

• Communications Network

• Share facility with partner organisations

• 0800 Helpline

• Website & links: www.objectiveone.com

• Diary of events

–Website

–Communications

How do we get information to them?

• Sustainable Capacity Building through integrated delivery

–Promotional support (above and below the line) for defined target audiences and partners

–Conferences and Seminars through host organisations

–Use of Brand to establish personality supported editorial

–Through existing network/letters

When does that information need to be received?

The Communications Unit uses Project Management to define and manage a programme of activity

• Weekly – e.g. media brief, website updates

• Monthly – e.g. project announcements

• Quarterly – e.g. progress on milestones & indicators

• 6 Monthly – e.g. key messages following PMC

• Annually – e.g. annual report, evaluation of strategy

How do we evaluate success?

• AVE (Advertising Value Equivalent) Value of media coverage generated

• Attitudinal and culture shift

• Monitoring media coverage, feedback from Communications Network and success of Partnership approach

• Successful take-up of good quality eligible bids from Working Groups and Helpline Enquiries

• Changed external perceptions including ease of doing business in and on behalf of Cornwall

Ensuring Understanding Through Clarity of Communication

• Establish a strong point of focus for Objective One

• Set up a Communications and Information Centre in Objective One Partnership Office

• Central point for information gathering and dissemination

• First point of contact for media enquiries

• Identify key spokespersons from Task Forces

• “Of the Cornish people, for the Cornish people”

Ensuring Understanding Through Clarity of Communication

• Support with media training

• Issue regular briefings

• Develop articles and features

• Use target indicators and Task Force groups, in addition to Programme Monitoring Committee to ensure open and transparent showing of responsibility

Carleen Kelemen, Director

Objective One Partnership

Tel: +44(0)1872 241379

Fax: +44(0)1872 241388

objectiveone@cornwall.gov.uk

www.objectiveone.com

Helen Duguid

Senior European Officer

South West UK Brussels Office

Tel: +32 (0)2 734 4110

Fax: +32 (0)2 734 4434

hduguid@southwestuk.be www.southwestukbrusselsoffice.com