Strasbourg, 12 July 2010 CDLR-Bu(2010)21
Item 16 of the agenda
BUREAU OF THE
EUROPEAN COMMITTEE ON LOCAL AND REGIONAL DEMOCRACY
(CDLR)
COMMUNICATION RELATING TO THE CDLR
AND LOCAL AND REGIONAL DEMOCRACY
Secretariat Memorandum
prepared by the
Directorate General of Democracy and Political Affairs
Directorate of Democratic Institutions
Introduction
Communication has become an important part of the work of the CDLR. The impetus for its importance derives from Minister Kiviniemi’s report on “How to enhance the work of the Council of Europe in the field of local and regional democracy?” and the declaration by European Ministers responsible for Local and Regional Government, meeting in Utrecht on 16 and 17 November 2009 for the 16th Session of their Conference, that “the work of the Council of Europe in the field of local and regional democracy deserves to be better known and an active communication policy should be developed in order to maximize its impact on member States and civil society” (Utrecht Declaration, II.A, 5.).
1. Decisions of the 45th CDLR meeting on communication
Owing to lack of time (the CDLR having compressed its meeting to 1,5 days from the customary 3 days), the CDLR was unable to examine all the issues related to communication set out in document CDLR(2010)6. It agreed that ample time should be devoted to this important issue at its next meeting.
Meanwhile the CDLR agreed:
- to appoint Mrs Greta Billing as the CDLR Rapporteur on Communication and Mr Paul Rowsell as co-rapporteur on behalf of the Bureau;
- to adopt the checklist for Communication and to send it to the CDLR sub-committees for use when preparing their activities and to invite them to make any proposals for change they might deem desirable;
- to take note and make use of the list of target groups and other aspects established by the informal brainstorming on 26 January 2010 and to instruct the CDLR sub-committees also to do so;
- to instruct the Bureau to develop concrete proposals for the establishment of a communication network for consideration and adoption by the CDLR at its meeting in October 2010.
2. Highlights of communication activities 2010
In follow-up to the Kiviniemi report, several activities were identified as good for communication exercises in 2010.
Spring session of the Congress, 17-19 March
The Secretariat organised their first stand for a session of the Congress of Local and Regional Authorities. Demand for CDLR reports was strong, particularly for the recently published SWOT reports on Central Europe and Northern Europe and the report on the Impact of the Economic Downturn at Local Level.
Parliamentary Assembly session, 26-30 April
Following the success of the report on the Impact of the Economic Downturn at Local Level at the Congress spring session, a request was made to the Parliamentary Assembly for authorisation to distribute the report at their session in April, to coincide with the Assembly’s debates on the Economic Downturn. Demand for the report was again strong.
“Ethics, transparency and good governance in the Balkans": regional conference, 3-4 June 2010, Budva, Montenegro
The conference was organised by the Ministry of Internal Affairs and Public Administration of Montenegro, the Council of Europe and the OSCE Mission to Montenegro, in co-operation with the Union of Municipalities of Montenegro.
In view of the short notice given of the Conference, there was only time to prepare a media advisory. This was sent to various media offices in the region prior to the event. The Directorate of Communication added a headline on the conference at the bottom of the Council of Europe home page.
Colloquy 24-25 June "The citizen at the heart of local innovation"
This colloquy was organised jointly with the Ville de Bordeaux and the University of Pau and Pays de l’Adour. In view of the high profile of some of the participants, preparations with the Directorate of Communication to maximise communication opportunities began in January. It was agreed that we should interview the high profile participants, where possible, and a cameraman to film the interviews was hired and paid for by the Directorate of Communication. The interview questions focused on the Strategy for Innovation and Good Governance and its European Label Of Governance Excellence (ELOGE), and the Council of Europe’s role in facilitating international exchanges on local and regional democracy.
The main interview (with Alain Juppé, former French Prime Minister and currently Mayor of Bordeaux) was available for download on the website by the second day of the colloquy. A follow-up news recounting Mr Juppé’s positive comments on the Council of Europe and the opportunities it provided was published immediately after the colloquy.
It is intended to send all interviews gathered during the colloquy to a professional editor to make a video that can be used at CDLR conferences and other events.
3. Future communication projects
Report on the impact of the economic downturn at local level
Following its success at both the Congress and Parliamentary Assembly sessions (see above), it was envisaged to send the report to key financial actors in member States. An email was sent to CDLR members requesting contact details for the Minister responsible for local and regional finance and the governor of the central bank. However, the report will now be updated in view of the forthcoming review conference (see below). It might therefore seem more appropriate that the latest version, based on end-2009 data, be made available to this very specific and influential audience, in early 2011. The Directorate of Communication has expressed an interest in writing an article on the report, given the uniqueness of its information on member States, with a view to sending the article to daily national newspapers in the member States.
October Conference on the impact of the economic downturn
Work is underway to raise the profile of this event. The details of this have still to be finalised.
4. Website
The Local and Regional Democracy website remains the main communication tool for the CDLR. Discussions are underway to to reorganise its information, in line with proposals in document CDLR(2009)49 Addendum.
5. Publications of the CDLR
Two Structure and Operation Reports (Czech Republic and Ukraine) have undergone revision in 2010. They will be sent to CDLR members for approval in due course.
In line with the new communication strategy to enhance the impact of our activities, work is being carried out on the format of the Structure and Operation reports to reduce the amount of Secretariat and member State time spent on this activity, and to strengthen the relevance of its content (see also in this connection point 6. below)
6. TIMS (Trafficking Information Management System)
With regard to preparation and publication of the country reports, the Secretariat continued examining the possibility of setting up an electronic collaborative work system, which could enable (almost) real-time updating and horizontal comparison of structure and operation reports.
Two solutions were identified as possible:
i) cloning the database at an approximate cost of 2000 – 3000 euros.
Drawback: annual maintenance of 40 000 euros. The high maintenance costs are owing to the number of servers required to operate the database.
ii) taking part in a Council of Europe project to set up a similar database, which could be shared by several departments to bring the cost down (both production and annual maintenance costs).
Drawback: the project only exists on paper at the moment. We are the only department which has expressed an interest to date, and nothing is being done to find other takers. If the department were to pay for the entire project, this would entail costs of 80 000 euros upwards. The project, if it goes forward, is unlikely to be operational for the next 2-3 years.
The Secretariat therefore has to conclude that there is no realistic prospect for moving to an e-enabled format of S&O in the next two years. It will, of course, keep the CDLR informed of developments in the CoE.
In the meantime, simplification of the Structure and Operation reports format (see point 5 above) will be pursued as the current route for lessening the workload, and a proposal on this will be submitted to the CDLR at its October meeting. The Secretariat will also ensure that the proposal ties in with the work in progress on the reference framework on systems of local and regional government (activity to be conducted by the LR-IC and LR-FS Committees – rapporteurs Messrs Krysztofiak and Van der Goot).
The Secretariat therefore proposes that each member State appoint a communication representative in the Ministry with whom the CDLR Secretariat member responsible for communication can liaise. This person would have the profile described in Appendix IV. The person would assist with information requests – such as the recent request for email addresses for key financial actors. This person would advise the Secretariat on how to approach communication in their country. Contact with the Secretariat would be by telephone, email or web/video conference.
Bureau members are invited
1. to take note of the information provided in the section on “highlights” above;
2. to take note of the update of the To do list (Appendix I);
3. To discuss and decide whether to set up a Communication Network (item 7 and Appendix IV);
4. to continue actively contributing to the new communication policy in order to enhance the visibility of the Council of Europe’s work on local and regional democracy at national level.
APPENDIX I
“To do” list (non-exhaustive)
(modified version of the “To do” list in CDLR(2009)49 addendum)
“To do” list items are categorised as follows:
i) “To do” list items for immediate action
ii) Specific “to do” list items for 2010
iii) Ongoing / long-term “to do” list items for regular review
iv) “To do” list items for other bodies (CoE and other)
v) “To do” list items where no further action is required
Action |
Actor |
Time line |
Remarks |
Former “To do” list no. |
|
i) “TO DO” LIST ITEMS FOR IMMEDIATE ACTION |
|||||
1. |
Appoint a Bureau member as rapporteur for Communication |
CDLR |
Done |
1 |
|
2 |
Make proposals for, discuss and adopt a Core message. |
CDLR, Secretariat |
CDLR 12-14 October 2010 |
See Appendix VI for examples |
|
3 |
Adopt the Draft Checklist for Communication |
CDLR |
done |
See Appendix III, part 1. The communication check list is to be used for drawing up the communication plan of action for new products or activities. |
7 |
4 |
Adopt the (non-exhaustive) lists of |
CDLR |
The CDLR took note of the lists |
See Appendix III, part 2. As with the Communication check list, this information will be used for drawing up communication plans of action for new products and activities. |
4, 8 |
5 |
Discuss the possibility of a Network of Communication correspondents or alternative, and adopt the agreed solution |
CDLR |
5 July (decision by Bureau) 12-14 October (decision by CDLR) |
The proposed network’s main task would be to make co-operation between the member States operational. Correspondents would identify partners and establish co-operation at national level. Part of their responsibility would be to ensure the follow up of the communication strategy in the member States. See Appendix IV for the list of alternatives |
21 |
6 |
Make visible |
CDLR, Subcommittees, Secretariat, Congress |
ongoing (please see item 2. Highlights (…) and 3. Future (…) above in the main text |
i) Identify appropriate activities for appropriate committees; |
22 |
7 |
CDLR Reports and Publications |
CDLR, Secretariat |
ongoing (please see item 5. in the main text above) |
Identify suitable topics for publication |
|
8 |
Update CDLR basic tools for CDLR members |
Secretariat |
19 February 2010 |
Update the CDLR Handbook in time for CDLR spring meetings |
5 |
ii) SPECIFIC “TO DO” LIST ITEMS FOR 2010 |
|||||
9 |
Find LOREG a new host |
Secretariat |
Negotiations still underway; LOREG network members to be contacted in July |
- CDLR activity on LOREG terminated; |
13 |
10 |
Design a CDLR logo |
Secretariat |
postponed |
Logo to be designed in line with CoE graphic requirements and CoE brand image |
10 |
11 |
Create a more user-friendly website |
Secretariat |
work underway |
The CDLR Secretariat will modify the current site, to make it more accessible to outside users |
16 |
iii) ONGOING/LONG-TERM “TO DO” LIST ITEMS FOR REGULAR REVIEW |
|||||
12 |
Contact with |
CDLR members, Secretariat |
- CDLR members should communicate with these bodies regularly to raise the profile of CDLR activities. CDLR members to be encouraged by Bureau |
5 |
|
13 |
Contact with other international organisations |
CDLR members, Secretariat |
Contact made with World Bank and OECD |
Establish long-term partnerships to promote local and regional democracy from all its angles |
12 |
14 |
Ongoing discussion of the Communication Strategy |
CDLR, subcommittees, Secretariat, Bureau rapporteur |
Communication discussed at the CDLR and the subcommittee meetings. Several Secretariat Meetings have been organised . Brainstorming organised in January with Norway, Ukraine and some NGOs |
i) Communication action plans for activities in progress. |
3 |
15 |
Exchange best practices with other Steering Committees |
Secretariat |
Still to be done |
Relevant Secretariat members to be contacted |
20 |
16 |
Organise “road show desks” with promotional material for particular events and activities |
CDLR members, Secretariat |
Promotional material organised for Bordeaux colloquy. Work underway on a video for October; |
Road show desk should be in keeping with CoE and CDLR brand image The more general concept of a “roadshow” still needs to be developed. |
11 |
17 |
i) Computerisation of questionnaires and reports – TIMS ii) improve the questionnaire format generally, and particularly that of Structure and Operation reports |
Secretariat |
Ongoing – see item 6. of the main text (implementation not possible within next two years) |
i) TIMS will facilitate work with questionnaires and report production. Proposals will be submitted to the CDLR in the course of 2010. ii) Information requests in questionnaires to be more targeted. |
17 |
18 |
Participate in work on DC Web Strategy document “Web Programme Board” |
Secretariat, Directorate of Communication |
Ongoing |
CDLR Secretariat needs to make its needs known and participate in the preparation process |
14 |
19 |
Follow developments in the DC project to develop a Content Management System |
Secretariat, Directorate of Communication |
Project now pending results of the SG reform |
Will result in more user-friendly websites |
15 |
iv) “TO DO” LIST ITEMS FOR OTHER BODIES (COE AND OTHERS) |
|||||
20 |
Improve CoE transparency by creating an online directory for external users, to include all CoE phone numbers |
Directorate of Communication, Human Resources |
No follow-up to date |
18 |
|
21 |
Consideration given to more meaningful abbreviations for Committee names |
Committee of Ministers |
No follow-up to date |
19 |
|
v) “TO DO” LIST ITEMS WHERE NO FURTHER ACTION IS REQUIRED |
|||||
22 |
Communication added to the terms of reference and the meeting agenda of all committees |
CDLR, Secretariat |
Done |
6 |
APPENDIX II
Overview of the salient points of the “Communication strategy for local and regional democracy work in the Council of Europe” (CDLR(2009)49 Addendum)
1. Objectives of the communication strategy
The principle objectives are as follows:
- greater visibility for
- the work of the Council of Europe in the field of promoting local and regional democracy
- the results of the work need to be made available in a more efficient way to the widest relevant audience.
- constructive dialogue with the target groups to ensure that the desired message comes across and that we receive inspiring reactions for improving our outputs.
- communication activities are an essential tool in supporting the overarching objectives of the CoE in the field of local and regional democracy, namely:
Delivering good local and regional governance in order to respond to the challenges facing our societies and meet the legitimate expectations of our citizens.
2. Priorities of the communication strategy
Priority #1:
Make the local and regional democracy work of the Council of Europe more visible.
Priority #2:
Make the results of the work known to the target groups.
Priority #3:
Enhance the efficiency of promotion of local and regional democracy within the CoE by improving the flow of information and increasing the level of co-operation between the institutional players.
3. Goals
The essence of communication:
i) projecting an image,
ii) spreading a message and
iii) targeting well-defined audiences.
Messages should be
- well-focused images and clear,
- concise
- appropriate to rigorously-defined target groups.
Challenges to Communication
- current human resources for communication for the CDLR-secretariat are limited and additional resources are needed.
- cooperation between the CDLR-secretariat and the Directorate of Communication (DC) now established must be maintained[1].
Implementation of the communication strategy in the field of local and regional democracy
The Directorate of Communication of the Council of Europe and the Congress need to be involved in the preparation and implementation.
1. Formulating the core message in line with the Utrecht declaration
2. Identifying possible target groups for the CDLR and its sub-committees
3. Define the tools to be used in the communication work
4. Set up co-operation with the relevant entities in the CoE, identifying proper cooperation channels, products etc.
In an ideal world:
· the results of the work (be it legally binding or non-binding, studies, reports, etc) reach their target groups through suitable dissemination/communication techniques;
· all news opportunities are seized and issues of political relevance are frequently communicated to the media;
· these activities are carried out together with the Directorate of Communication of the Council of Europe through a variety of means and tools;
· the Congress, the Parliamentary Assembly and the CDLR work together under the solid brand name of the Council of Europe;
· the emphasis of communication is on the results and the substance of the work and supporting the image of the Council of Europe. The co-operation between the Congress and the CDLR is based on their own valuable and specific characters and these separate identities are not accentuated in communication, so as to avoid confusing the target groups;
· internally, within the Council of Europe, the Ministerial conference and the CDLR are well-known and respected actors, whose resources are secured and whose outcomes receive the attention they deserve. Their importance and the quality of work are recognised in the Committee of Ministers;
· throughout the work to promote local and regional democracy, the communications aspects are taken into account seriously by everyone that is involved;
· the Council of Europe is a sought after co-operation partner for other international actors and participates actively in projects where its expertise in local and regional democracy can be utilised;
· funding of the Centre of Expertise for Local Government Reform is supported by communication actions. A different set of tools is used for developing demand for its services.
· the Conferences of Ministers responsible for Local and Regional Government, which are held every two or three years, provide ministers with the opportunity to discuss the burning topics and set the agenda for a future European direction, and are fully utilised in communication terms, both externally and internally, by the host government and the Directorate of Communication. The conferences offer an arena for ministers themselves to improve their knowledge about the Council of Europe and take home relevant messages for their national agenda.
APPENDIX III
Communication on Council of Europe work in the field of Local and Regional Democracy
Part 1 - Draft check list for Communication
This appendix is meant to assist the CDLR and its sub-committees in reaching the overarching goals listed in the Utrecht agenda (see next page). The different committees have different agendas and the aim of this document is to help identify issues at an early stage that need to be communicated so that the proper measures can be taken.
All committees should discuss the questions below when a new issue or product like a report or evaluation is being discussed. These questions are intended to help identify especially important issues:
Product/issue
- What are the outputs? What do want to get from this?
- How important is this product/ issue, cf. the Utrecht agenda, the identified è-challenges and in support of our common objective of delivering good local and regional governance to all citizens?
Target groups
- Who are the target groups for this product/ issue?
- Possible partners?
- Possible opponents?
- Who will this affect?
- Are there any partners in this matter that we need to communicate with?
- Where does this matter go from here? To the CDLR, CM?
Communication goals
- What do we want to achieve?
- What do we want to communicate?
Central message
- What is the central message we want to give out about this product/issue?
Implementation
- What is the form of the product?
- If there is a written product:
- Is there a summary that could be easily translated?
- Could it be published online?
- How should we visualize the results of this product/ issue (what tools?)?
- Where should we visualize the results of the work?
- Who should visualize the results of the work (CoE, member states?)?
The following challenges of the Utrecht agenda are of particular common interest:
1. Managing the impact of the current financial/economic crisis
2. Addressing the low level of democratic participation in public life at local and regional level
3. Reducing the complexity and cost of the current system of local and regional government and enhancing its efficiency
4. Enhancing the capacity for and quality of governance in local and regional communities or authorities
5. Addressing the impact of demographic/migration trends
6. Improving access to public services delivered at local and regional level
7. Making it easier for local and regional authorities to co-operate across frontiers
Part 2 – Check list elements expounded in terms of local and regional democracy
This part of the document follows the different steps and questions which have been put forward in the “Draft check list for Communication” (Part 1).
1. Target groups
In order to communicate effectively about the developments in the local and regional government field, ensure the visibility of the results and assess the impact of the activities, it is important to have a clear overview of the different target groups. Senders to the target groups are not only the CDLR, but also different parts of the Secretariat namely the Centre of Expertise on Local Government, the Strategy of Innovation and Local Governance and the legal assistance programmes.
The target groups have been divided into three categories:
On page 6 of this document is an overview of the different target groups, the different ways of communicating with them and suggested communication tools to use.
Category 1
· CDLR members
· National policy divisions
· International division
· Management of the Ministry
· Ministers
· External advisory bodies (Quango’s)
· Secretary General
· Reform decision makers
· Committee of Ministers
· Congress of Local and Regional Authorities
· Parliamentary Assembly
· Committee on the Environment, Agriculture and Local and Regional Affairs
· Conference of INGO’s
· All Steering Committees of the Council of Europe
· Directorate General of Administration and Logistics
· Directorate of Political Affairs
· Directorate of Communication
· Directorate of Political Advice and Co-operation
· Venice Commission
· North-South Centre
Category 2
· Local authorities- Mayors and members of the executive (aldermen)
· Local authorities- civil servants
· Local authorities – members of the council/assembly
· Regional authorities- governors and delegates
· Regional authorities- civil servants
· Regional authorities – members of the council/assembly
· National associations of local government- members of the Board
· National associations of local government- Director and staff
· National associations of regional government- members of the Board
· National associations of regional government- Director and staff
Category 3 (in random order)
· GTZ
· VNG international
· Dexia
· World Bank
· UNDP
· SIDA
· High profile journalists
· Specialised press
· Trade unions
· NGOs
· Law
· Public administration
· Political Science
· Philosophy
· Sociology
· and Advisory Bodies to Government
· European commission
· Committee of the Regions
· OECD
· OSCE
· UNhabitat
· World Bank
· UNESCO
· CEMR
· United Cities and Local Governments (UCLG)
2. Ways of Communication
In order for communication to be effective, it is important to establish for each of the (clusters of) target groups what it is we want to communicate to them and what we want to achieve. There are four different ways to communicate with the different target groups[2]:
Informing
The term “informing” is used when the need is to inform target groups rather than to influence them in the way they form their opinion. An example is information offices of the national government whose task it is to inform the general public.
Persuading
The emphasis of communication is to influence the target group, for example by mass communication. A lot of commercials fall into this category.
Dialoguing
Sometimes dialogue with your target groups is needed in order to exchange ideas. Examples are governments who organise participation meetings or a head of division during a team meeting.
Forming
The emphasis of forming is to try and influence your target group, but there is room for debate and dialogue. You will try to convince the other party of your opinion. An example of this is lobbying.
It is also important to make a difference between corporate communication and product communication. Corporate communication, both internal and external, aims at creating a favourable sphere among certain target groups while product communication deals with the “selling” of the product which has been created.
Category 1 in the above list would need to be the first to be targeted with corporate information. This target group comprises politicians, whose support is needed for all aspects of our work on local and regional democracy. Where required, products could be used to support the corporate communication. Of course this is also applicable the other way around.
Communication goals
Once the target groups and the type of communication (influencing, persuading, dialoguing and forming) have been defined, communication goals need to be established. It is important to make sure that these goals are measurable, because this will improve the quality of the evaluation. The goals are normally divided into:
1. knowledge (knowing);
2. attitude (opinion);
3. behaviour (acting).
An example of measurable communication goals would be:
1. In 2010 30% of local authorities in Europe will be aware of the work of the Council of Europe on Local Democracy (knowledge).
2. In 2010 20% of local authorities in Europe will have read at least two reports of the Council on Europe on the work in the field of Local Democracy and find these useful (attitude);
3. In 2010 10% of local authorities in Europe have been directly and actively involved in the work of the Council of Europe in the field of Local Democracy.
4. Core message
The core message is a very brief statement of what it is we want to bring and we want everybody to know. In order to get this message across it is essential that all communication activities are in line with the core message. Short and clear, the core message should leave no scope or need for further explanations.
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5. Means of communication
When the core message has been established, it has to be decided on how one can reach the target groups. What means are effective and what are not? If one needs to reach civil servants, a mass media campaign will not be necessary; a monthly newsletter might be much more effective. An overview of the different tools which could be used is set out below as are examples of the means which can be used for different target groups.
6. Evaluation
In order to know whether the communication efforts are worthwhile and in order to keep on improving them, evaluation tools will need to be introduced, without them becoming too heavy a burden on the overall operation.
Evaluation can be conducted at the end of the process, but in some circumstances it is also wise to conduct evaluations in between. This way the communication strategy can be adjusted if needs be. It is also important to evaluate not only externally with the target groups, but also internally.
There are different ways of evaluation, this being dependant on the different communication means which are used in the process. Examples are:
- (written or oral) survey among target groups;
- n-depth interviews among target groups;
- number of visitors to a specific part of a website (thus not only homepage);
internal evaluation
One could also for example measure the number of publications target audiences are adding to their own websites, the number of translations they are organising of the different documents into local languages or the number of press releases they are producing. These indicators however, do not measure any effect communication has had on the target group and should therefore not be used alone, since any communication trends derived from this type of information can only be indicative.
|
Category 1 |
|||
Target group |
Ways to communicate |
Corporate/ Product communication |
Possible tools |
Ministries responsible for Local and Regional Government |
|||
National policy divisions |
Persuading, Informing and Forming |
Corporate and product |
Website, Newsletters, Meetings, Debates, Videos, face to face, telephone |
International division |
Persuading, Informing and Forming |
Corporate and product |
Website, Newsletters, Meetings, Debates, Videos, face to face, telephone, e-forum |
Management of the Ministry |
Persuading, Informing and Forming |
Corporate and product |
Memo’s, Meetings, Videos, face to face, telephone |
Ministers |
Persuading, Informing and Forming |
Corporate |
Memo’s, Meetings, Videos, face to face |
External advisory bodies (Quango’s) |
Persuading, Informing and Dialoguing |
Corporate |
Website, Newsletters, Meetings, Debates, Videos, face to face, telephone |
Ministries of Foreign Affairs |
|||
Permanent Representations |
Persuading and Informing |
Corporate and product |
Website, Newsletters, Meetings, Debates, Videos, face to face, telephone |
MFA desk officers for CoE |
Persuading, Informing and Dialoguing |
Corporate and product |
Website, Newsletters, Meetings, Debates, Videos, face to face, telephone, e-forum |
Ministers of Foreign Affairs |
Persuading, Informing and Forming |
Corporate |
Memo’s, Meetings, Videos, face to face, |
Internal Council of Europe |
|||
Secretary General |
Persuading and Informing |
Corporate |
Memo’s, face to face, Videos |
Reform decision makers |
Persuading and Informing |
Corporate |
Memo’s, face to face, Videos |
Committee of Ministers |
Persuading and Informing |
Corporate |
Memo’s, face to face, |
Congress of Local and Regional Authorities |
Forming and Informing |
Corporate and product |
Website, Newsletters, Meetings, Debates, Videos, face to face, telephone, e-forum |
Parliamentary Assembly |
Persuading and Informing |
Corporate and product |
Website, Newsletters, Meetings, Debates, Videos, face to face, telephone |
Committee on the Environment, Agriculture and Local and Regional Affairs |
Informing |
Corporate |
Website, Newsletters, Meetings, Debates, Videos, face to face, telephone |
Conference of INGO’s |
Informing |
Corporate |
Memo’s, Website, Newsletters, Meetings, Videos, face to face, telephone |
All Steering Committees of the Council of Europe |
Informing |
Corporate |
Memo’s, Website, Newsletters, Meetings, Videos, face to face, telephone |
Directorate General of Administration and Logistics |
Informing |
Corporate |
Website, Newsletters, Meetings, Videos, face to face, telephone |
Directorate of Political Affairs |
Informing |
Corporate |
Website, Newsletters, Meetings, Videos, face to face, telephone |
Directorate of Communication |
Dialoguing and Informing |
Corporate and product |
Website, Newsletters, Meetings, Videos, face to face, telephone |
Directorate of Political Advice and Cooperation |
Informing |
Corporate |
Website, Newsletters, Meetings, Videos, face to face, telephone |
Venice Commission |
Informing |
Corporate |
Website, Newsletters, Meetings, Videos, face to face, telephone |
North- South Centre |
Informing |
Corporate |
Website, Newsletters, Meetings, Videos, face to face, telephone |
Category 2 |
|||
Target group |
First way to communicate |
Corporate/ Product communication |
Possible tools |
Local and regional government |
|||
Local authorities- Mayors and members of the executive (aldermen) |
Forming and Informing |
Corporate |
Meetings, Videos, Brochures, Website |
Local authorities- civil servants |
Persuading, Informing |
Product |
Website, Newsletter, Meetings, Videos, e-forum |
Local authorities – members of the council/assembly |
Forming, Informing |
Corporate |
Meetings, Videos, Brochures, Website |
Regional authorities- governors and delegates |
Forming, Informing |
Corporate |
Meetings, Videos, Brochures, Website |
Regional authorities- civil servants |
Persuading, Informing |
Product |
Website, Newsletter, Meetings, Videos, e-forum. |
Regional authorities – members of the council/assembly |
Forming, Informing |
Corporate |
Meetings, Videos, Brochures, Website |
National associations of local government- members of the Board |
Forming, Informing |
Corporate |
Meetings, Videos, Brochures, Website |
National associations of local government- Director and staff |
Persuading, Informing |
Product |
Website, Newsletter, Meetings, Videos, e-forum |
National associations of regional government- members of the Board |
Forming, Informing |
Corporate |
Meetings, Videos, Brochures, Website |
National associations of regional government- Director and staff |
Persuading, Informing |
Product |
Website, Newsletter, Meetings, Videos, e-forum |
Category 3 (in random order) |
|||
Target group |
First way to communicate |
Corporate/ Product communication |
Possible tools |
800 million Europeans |
Informing, Persuading |
Corporate |
Website, Articles, Press releases, Press Conferences, Videos, Social Networking Sites, Campaign, Wiki, Twitter, Second Life, Chat, Podcasting, Weblog, |
Donors & assistance partners |
|||
GTZ |
Forming and Informing |
Corporate |
Website, Newsletter, Meetings, face to face, telephone |
VNG international |
Forming and Informing |
Corporate |
Website, Newsletter, Meetings, face to face, telephone |
Dexia |
Forming and Informing |
Corporate |
Website, Newsletter, Meetings, face to face, telephone |
World Bank |
Forming and Informing |
Corporate |
Website, Newsletter, Meetings, face to face, telephone |
UNDP |
Forming and Informing |
Corporate |
Website, Newsletter, Meetings, face to face, telephone |
SIDA |
Forming and Informing |
Corporate |
Website, Newsletter, Meetings, face to face, telephone |
Media |
|||
High profile journalists |
Persuading and Informing |
Corporate |
Website, Newsletter, Meetings, face to face, telephone, press seminars |
Specialised press |
Persuading and Informing |
Corporate and product |
Website, Newsletter, Meetings, face to face, telephone, press seminars |
Civil Society |
|||
Trade unions |
Informing |
Corporate |
Website, Newsletter, Meetings, face to face, telephone |
NGO’s |
Informing |
Corporate |
Website, Newsletter, Meetings, face to face, telephone |
Academics in the field of |
|||
Law |
Dialoguing, Informing |
Product |
Website, Newsletter, e-forum |
Public administration |
Dialoguing, Informing |
Product |
Website, Newsletter, e-forum |
Political Science |
Dialoguing, Informing |
Product |
Website, Newsletter, e-forum |
Philosophy |
Dialoguing, Informing |
Product |
Website, Newsletter, e-forum |
Sociology |
Dialoguing, Informing |
Product |
Website, Newsletter, e-forum |
Advisory Bodies to Government |
Dialoguing, Informing |
Product |
Website, Newsletter, e-forum |
Brussels |
|||
European commission |
Informing, Dialoguing |
Corporate |
Website, Newsletter, Meetings, Videos, face to face, telephone |
Committee of the Regions |
Informing, Dialoguing |
Corporate and Product |
Website, Newsletter, Meetings, Videos, face to face, telephone |
Other international organisations |
|||
OECD |
Informing and Dialoguing |
Corporate |
Website, Newsletter, Meetings, Videos, face to face, telephone |
OSCE |
Informing and Dialoguing |
Corporate |
Website, Newsletter, Meetings, Videos, face to face, telephone |
UNhabitat, |
Informing and Dialoguing |
Corporate |
Website, Newsletter, Meetings, Videos, face to face, telephone |
World Bank |
Informing and Dialoguing |
Corporate |
Website, Newsletter, Meetings, Videos, face to face, telephone |
UNESCO |
Informing and Dialoguing |
Corporate |
Website, Newsletter, Meetings, Videos, face to face, telephone |
CEMR |
Informing and Dialoguing |
Corporate |
Website, Newsletter, Meetings, Videos, face to face, telephone |
United Cities and Local Governments (UCLG) |
Informing and Dialoguing |
Corporate |
Website, Newsletter, Meetings, Videos, face to face, telephone |
Communication tools
When choosing what communication tools to use it is important to have focus on the main goal of the operation. What kind of attention are you aiming for (raise a debate, increase participation, improve knowledge, change attitudes, change behaviour) and what are the target groups you want to reach. When deciding on communication tools it is important to bear in mind that there are also target groups that will not be reached with the chosen communication tool. The table below lists different communication tools, gives a short description of their use and suggests possible target groups they might reach. The table is in no way exhaustive.
Communication tools |
|||
General tools |
Short explanation on use |
Target groups |
|
Press release |
Create wide attention to a certain issue or product by releasing a statement to the media. |
The general public, media. |
|
Chronicle/article |
Create wide attention to a certain issue or product by writing or contributing to an article in a specific magazine or newspaper |
The general public or a specific group of readers of a certain magazine. |
|
Press seminar |
Relevant press is invited to a seminar on a specific topic to raise level of knowledge on a subject |
Journalists in relevant media. |
|
Programme/travels |
Creates visibility, generates local media, helps create and maintain local networks, raise awareness of local issues |
The general public, at national, regional or local level. |
|
Press conference |
Create attention to a certain issue or an event by inviting media to ask questions to relevant players. |
Journalists in relevant media and the general public. |
|
Face to face |
Small scale meeting where one or more people meet to discuss different topics while being in the same room. |
Specific target group |
|
Meeting |
Large scale gathering where people meet to discuss different topics while being in the same room. |
Specific target group |
|
Telephone (or the online version Skype) |
Long distance contact between one or more people where different topics are discussed. There is possibility to have onscreen images of speaking partners.
|
Specific target group |
|
Campaign |
A time limited measure that has a clearly defined area of concentration, outcome that is easy to measure. More then one tool can be used. |
The general public. Could be any specific target group depending on the main goal. |
|
Brochure |
Short, informative and targeted. Useful as a teaser for websites, books or to give short information on a specific subject, key information etc. |
Could be any target group depending on the main goal. |
|
Pens |
Creation of general visibility, spreading a logo, a brand etc. |
The general public or a specific targeted audience. |
|
Notebooks |
Creation of general visibility, spreading a logo, a brand etc. |
The general public or a specific targeted audience. |
|
Posters |
Short, informative, visual and targeted. Useful as a teaser for websites, books or to give short information on a specific subject, key information etc. |
The general public or a specific targeted audience. |
|
Top expo |
Larger then a poster, but the same use: short, informative, visual and targeted. Useful as a teaser for websites, books or to give short information on a specific subject, key information etc. |
The general public or a specific targeted audience. |
|
Video |
Short, informative and targeted. Could be on any subject. Preferably an interview or someone reading a short text. To be distributed online and/ or to TV-stations. Most effective when shorter then 10 minutes. |
Could be any target group. Publishing something online does not, in itself, communicate to anyone, often a target group has to be made aware of the item via newsletters, personal e-mails etc. |
|
Small gifts |
To be given to guests, at conferences or after meetings etc. Creates visibility for a logo, brand etc. |
Guests |
|
Exhibition |
Combination of pictures and words that give a visual display of a subject. For use in conferences temporarily or in entrances as a temporary exhibit. |
A specific identified target group. |
|
Calendar |
Make information on meetings, events more easily accessible to target groups. |
The general public or a specific target group |
|
Communication tools |
||
Specific Digital press[3] |
Short explanation on use |
Target groups |
|
Newsletter |
An electronic letter which can be used to inform a specific group of people about a specific topic. Effect depends upon the quality. |
A specific target group. It can be send randomly to people, but people should be able to subscribe and describe. |
|
Banner |
Visual tool to highlight one specific subject, website etc. |
The general public, or a specific targeted group |
|
Weblog |
Web-based journal with chronological entries usually created and maintained by a single author, which may be open to comments from other people. |
The general public, or a specific targeted group |
|
Chat |
Online real-time dialogue between people. |
The general public, or a specific targeted group |
|
e-forum, e-discussion forums, e-platform |
Virtual space for online discussion, allowing deferred participation. |
A specific targeted group |
|
podcasting |
Method of distributing multimedia files such as audio or video programmes over the Internet for playback on mobile devices or personal computers. |
The general public |
|
Social networking sites (Facebook , My Space) |
Social networking relates to a category of web applications helping to link individuals who jointly use a variety of tools. |
The general public |
|
Wikipedia |
A web application that allows users to create and edit content collectively. |
The general public |
|
|
It is a microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. Celebrities are known for using this tool. |
The general public |
|
Second life |
A virtual three dimensional world where a participant creates his owns identity and can explore, meet other residents, socialize, participate in individual and group activities, and create and trade virtual property and services with one another, or travel throughout the world. Government or Business uses this tool sometimes to test certain products or ideas. |
A specific targeted group |
|
Games |
Online electronic games which can be used to explore, understand and compare a specific topic, for example decisions making games which deal with different policy-making options. |
The general public, or a specific targeted group |
Appendix IV
Original profile for the proposed Communication network
· Governments would be encouraged to appoint representatives that have good knowledge of the COE and who are in possession of wide knowledge of their own organization.
· The representative should be one with knowledge of, and experience with, different communication instruments.
· The representative should be informed of the agenda for relevant meetings and also examine relevant meeting reports in cooperation with the national representative to the relevant committee with a view to identify relevant issues at an early stage.
Timeframe
The communication network should meet once a year in Strasbourg. The meeting should be held after the CDLR have decided their agenda for the coming year.
The communication network and its correspondent should be: |
||
Initiators |
enable the execution of the communication strategy and pursue a process of increasing awareness of communication |
|
Coordinators in the network |
make possible a good dissemination of information to and from the CDLR and member states |
|
making sure member states are on board at an early stage in all relevant projects in order to utilize their media knowledge and stakeholder contacts fully |
||
assist the secretariat in establishing cooperation with relevant departments and entities within the COE |
||
help identify issues on the agenda of the CDLR and its subcommittees relevant for communication and give practical advise |
||
Implementers nationally |
provide for proper follow up of the communication strategy at national level |
|
identify partners and establish co-operation at national level |
||
make sure relevant information is available online and that information channels are utilized fully |
Appendix V
Sample Core messages
1. Better local governance and greater participation of people across Europe.
2. European local democracy for and with all.
3. Across Europe: Local Democracy. Good governance. Empowerment.
[1] The DC is an important stake holder in the overarching communication strategy of the Council of Europe and will play a key role in ensuring that the communications strategy of the CDLR is aligned with that of the Council of Europe. The DC is potentially an important partner in the follow up work and also in ensuring that the needed capacity building is being done.
[2] Based on the Communication Intersection by Betteke Van Ruler (1998).
[3] Most of the explanations of these tools stem from “the glossary of technical terms in the field of electronic democracy”, an appendix to the Recommendation CM/Rec(2009)1) on e-democracy. Other explanations stem from Wikipedia.