There are numerous actors involved in the running and promoting of projects and programmes under the
EEA Grants / Norway Grants. However, for this communications manual we will focus on two main groups.
PROGRAMME OPERATORS
The programme operators are not only responsible for the management of the programme but also for
ensuring adequate local publicity on the programme.
COMMUNICATION PLAN
A budgeted communication plan1 is included in the work plan of each EEA Grants / Norway
Grants-funded programme and project. To make the most of your communications, your
first step is to develop a communication plan to determine and define your objectives,
target audiences and key messages. On the basis of this, you can decide which activities
and tools will best help you achieve your objectives.
CHECKLIST: PROGRAMME OPERATOR REQUIREMENTS
BASICS FOR YOUR COMMUNICATION PLAN
FF evelop a communication plan that outlines the strategy, target audiences, messages and
D
methods for achieving the objectives of the communications (these are elaborated on in this
manual).
COMMUNICATION AND DESIGN MANUAL
ROLES AND RESPONSIBILITIES
›› Decide what you want to achieve with your communication
FF et up a website in the national language(s) and in English that provides information on
S
funding opportunities and how to apply, including a summary of the projects currently being
funded and information on the wider impact of the funding.
FF ngage other entities, such as local authorities, non-governmental organisations and educaE
tion institutions, that may help disseminate information about the programme.
6
PROJECT PROMOTERS
The project promoters must communicate the achievements of their project and must acknowledge the
support received from the EEA Grants and/or Norway Grants to the relevant audiences at national, regional
and/or local levels.
CHECKLIST: PROJECT PROMOTER REQUIREMENTS
FF evelop a publicity plan as part of the project application that details the aims of the commuD
nication activities, target groups, methods and timescales.
FF arry out three information activities, such as an event or a press conference, on progress,
C
achievements and results (one of these should be a launch or closing activity for the project).
FF ake information about the project available on a dedicated website or a web page on
M
an existing website in both the national language(s) and in English.
FF here applicable, put up a billboard at the site of the project, which will be replaced with
W
a commemorative plaque upon completion.
›› Make sure your message matches this audience
… so that you get the desired response
OBJECTIVES
Your first step is to determine what you would like to achieve. A general objective of ‘raising awareness’ is
insufficient as you will need to define a specific end-result that can be defined and measured. You need to
think of specific quantifiable objectives such as how many people to be targeted, which groups and what
you want to say to them, when and why.
7
AUDIENCES
Although this may sound obvious, after your project or programme has been approved it is worth refreshing
your list of target audiences to ensure that all the people you want to address are included and if they are
all appropriate. Understanding who you want to communicate to will help you define how you go about it,
and which tools to use. Different audiences (SMEs, NGOs, municipalities, policy-makers) respond to different approaches. Communication channels, messages and tools must be adapted and targeted accordingly.
MESSAGES
Messages are simply an overview of the key elements of the contents of your communication efforts.
Your aim is to keep your messages simple so that you do not overwhelm your audience. You should focus
on (if possible) just three key messages. To identify these all you have to do is think about the three most
important points you want your audiences to know about your project/programme and what you think may
interest them. Make sure that your key messages are easy to understand by reading them aloud and check
that they sound like everyday communication.
A good approach when developing messages is to make them colourful and conversational – give examples,
tell stories, but do not forget to back up with your facts and figures!
1
This refers to the ‘Communication Strategy’ by Focal Points, the ‘Communication Plan’ by programme operators and the ‘Publicity Plan’ by project
promoters, in Annex 4 of the Regulations on the implementation of the EEA and Norwegian Financial Mechanisms 2009-14.
EEA GRANTS • NORWAY GRANTS
FF arry out information activities that give an update on achievements and results of the
C
programme, such as a conference or press event.
›› Define or determine your target audience