Message development

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Message development
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Why do you need them?

• Explain what your project does
• Some projects are complex, but need to be
  explained to your target audiences in a simple
  and clear way
• Form the backbone of your communications strategy

• Help you have consistent information in your
  written materials
• Ensure everyone in your project communicates the
  same information
• You can tell your friends and family what it is
  you do every day!

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Spot the message

• Health conscious women can drink Diet Coke and
  not be worried about drinking extra sugar.
• Keep slim and trim with Diet Coke.
• Diet Coke only one calorie!

• Diet Coke / Coke Light
• Target audience women aged 35-50

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What is a message?
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Slogan vs. message

• CASTROL, its not just oil, its liquid
  engineering (marketing)

• CASTROL offers a range of car engine oils that
  protect and enhance performance no matter what,
  where or how people drive their cars (PR)

OR
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Slogan vs. message

• Nokia connecting people. (marketing)

• Nokia is dedicated to enhancing peoples lives
  and productivity by providing easy-to- use and
  secure mobile technology. (PR)

OR
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What is a message?
Key points you want to communicate to your target
audiences about your project
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Messages
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Target audiences
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Objectives
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What kinds of message?
YOUR PROJECT
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Message example

• INTERREG IIIC is an EU-funded programme that
  helps Europes regions form partnerships to work
  together on common projects

• So what?
• I need more information.
• I dont understand.

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Proof points

• Back-up or prove your message
• Provides more information
• Makes it real to your target audience
• Examples, facts, figures, research and case
  studies work well

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Message examples

• INTERREG IIIC is an EU-funded programme that
  helps Europes regions form partnerships to work
  together on common projects
• PROOF POINTS
• 97 percent of all European regions are involved
  in INTERREG IIIC projects.
• There are more than 260 INTERREG IIIC projects
  running involving 2,600 local and regional actors
  from 49 countries 20 percent of these are from
  new EU Member States

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Message example

• INTERREG IIIC projects enable regions to share
  knowledge and experience to help them develop new
  solutions to economic, social and environmental
  challenges
• PROOF POINTS
• INTERREG IIIC multiplies the value of EU projects
  by enabling partners to share their best practice
  and previous lessons learned with others.
• This exchange of knowledge helps regions avoid
  repeating others mistakes or re-inventing the
  wheel.

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Message tips

• Know and understand your audience
• What do they care about?
• Will they be interested in what you have to say?

• No more than 3 messages
• Make sure your message fits within your project
  objectives
• Communicate them to everyone in your project

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Developing messages

• Brainstorm
• Who are your target audiences?
• What it is your project is doing?
• Why is it interesting?
• How does it benefit the people of your region?

• How are you helping to shape the future of
  Europe?
• Why should people care about it?
• Is it addressing a particular problem or issue?
• How does it impact on peoples lives?

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Message development

• Develop a message for your project or refine an
  existing message.
• Work in groups of 4, each person in turn has 10
  minutes to explain and develop one message for
  their project with feedback from the others.
• At the end, everyone should be able to
  articulate what your project does, who your
  target audiences are and what 1 message you want
  to communicate to your target audiences.

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Developing communications plans
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Communications plan

• Audiences
• Project communication objectives
• Messages

• SWOT analysis
• Tactics
• Timelines / responsibilities
• Measures of success

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SWOT analysis

• Strengths
• Example
• 5 people working on PR
• Local politicians support our project
• Easy project to understand

• Weaknesses
• Example
• 36 different project partners
• Misunderstanding about where all of the funding
  goes

• Threats
• Example
• General negative perceptions about the EU
• Criticism that project is a waste of taxpayers
  money

• Opportunities
• Example
• Tourism project is bringing more visitors to
  deprived regions we have support of local
  community
• Media expressed interest

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Tactics

• Tools that you will use to generate awareness
• Press releases
• Press conferences
• Field trips / familiarisation trips
• Newsletters
• Brochures
• Website
• Lobbying
• Information day
• Conference
• Etc.

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Timeline

• Example
• June
• Issue press release
• Arrange briefings with one journalist in Lisbon,
  Paris, Warsaw and London
• Organise a lunch and learn at Paris city hall

• July
• Plan field trip for regional politicians from
  France, Spain, Greece and Portugal
• Send invitation to regional politicians
• Follow-up invites
• Prepare information materials
• August
• Field trip for regional politicians

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Involving your partners

• Appoint people responsible for communications
• Involve them in the messaging process
• Make them aware of your communications plan
• Give them a role
• Provide them with materials
• Have one central coordinator that liaises with
  all communications people
• Make it fun!

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Measuring success

• Press coverage?
• Meetings with journalists?
• Increased hits on your website?
• More requests for information?
• High attendance at an event?
• How many people receive your newsletter?
• Meetings with politicians?

• Meetings with local communities?
• Change in behaviour?
• Changed a law or policy?