successful partnerships a guide - Organisation for Economic Co ...

successful partnerships a guide
16
Some Thoughts about Communication Techniques
As partnerships are usually set up to find a better way to connect different policy areas and institutions
working in those areas, the networking between these institutions and with their stakeholders is probably their
most important task. “Informal” ways of networking should be complemented by structured forms of
communication (websites, newsletters, etc.); this is especially useful in interaction with policy makers, opinion
leaders, the general public and with other “outside” institutions with which the partnership interacts in the course
of its work. One should therefore not overlook the importance of creating a stable information flow and
the necessity of tailoring it to the different target groups.
Publicity materials may be needed in a variety of formats, both web- and paper-based, to explain
the concept of the partnership and its work. While the web enables a partnership to reach an unlimited number of
people at comparatively low cost, handing out paper-based products is still considered more effective during
public relation activities. The best solution is to combine methods, e.g. to have regular electronic newsletters and
electronic as well as printed versions of annual reports, main results etc. Regular publication of reports on the
work of the partnership and its successes (including evaluation reports) is essential both for the partnership’s
visibility and for demonstrating the evidence basis for any recommendations the partnership makes (e.g. for
mainstreaming or for policy development). Seminars and conferences involving other practitioners and/or policy
makers can be an effective means of disseminating information about the partnership’s work and successes;
they can also serve as tools for networking and opening debate about the direction of current and future
activities.
Special attention should be given to communication with local communities and target groups, as they
represent the everyday environment of a partnership’s work and will, depending on their attitude towards
the activities, support, tolerate or hinder that work. Communication with them is therefore essential; it should not
only provide them with a regular information flow about the work and achievements, but also engage them
and help create a feeling of ownership. The local communications strategy will therefore require a range
of techniques, including close contact with local media, outreach facilities, newsletters, workshops or public
meetings, audits of local resources and needs, etc. Venues and materials need to take account of accessibility
issues to facilitate the participation of different target groups, such as the business community and marginalised
groups.
Marion Byrne
Pobal (formerly Area Development Management Ltd), Ireland