MED Communication Handbook - Programme Med

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� European Commission � European Parliament � Committee of the Regions � Member States � Relevant ministries � Other relevant national bodies � Specialised EU networks � …. The Influence/Interest grid A good way to create a stakeholder map is the Influence/Interest Grid (I/I Grid), which shows us at a glance which categories of stakeholder demand priority attention in our programme. less interest more influence greater interest We use this grid by inserting the names of groups and significant individuals in the four quadrants: those who have considerable influence but not much interest in our project go in the top-left quadrant; those with both influence and interest go in the top-right; those with less influence and less interest go in the lower-left, and those with a lot of interest but little influence go in the lower-right. There should be between five and ten names in each quadrant. Clearly, the priorities for our programme are those in the upper-right quadrant. We use opinion research to create a benchmark for each stakeholder category. This tells us if the general opinion in the group is positive, neutral or negative. Likewise less influence 4 � Factsheet 2: Target Audiences �
for the individual stakeholders on our list. This knowledge enables us to allocate resources where they will have the greatest beneficial effect. Message / Audience Matrix The tool we use for stakeholder engagement planning is the Message/Audience Matrix. Here is a template for the M/A Matrix. You can see how the current attitudes of the stakeholder audiences and the attitudes we want them to adopt form the first columns in the matrix. Audience 1 Audience 2 Audience 3 Audience 4 Stakeholder outreach Think Now Should Think Timeframe Key Channels Each stakeholder group will be amenable to their own, specific types of communication and involvement. For example, older citizens read newspapers while the younger generation typically depend on the internet; some communities have a social hub while others – especially in the cities - are more dispersed. A stakeholder engagement plan should allocate the most effective communications channels for each audience. These could include, for example: sponsorships, exhibitions, events, newsletters, public meetings, speeches, internet (online) postings, awards and prizes, consultative forums (symposia), clubs, VIP visits and celebrations. There are over 100 different channels available. The Message/Audience Matrix has a column for the principal channels you have selected for each audience. It also has a column for timeframe, and here you should estimate how long it will take to change the majority of each stakeholder category from ‘Think Now’ to ‘Should Think’. The timeframe may be as short as 3 months or as long as five years. 5 � Factsheet 2: Target Audiences �
Page 1 and 2: COMMMUNICATION HANDBOOK
Page 3 and 4: Communication Handbook - Factsheet
Page 5 and 6: For instance, it is not sufficient
Page 7 and 8: Messages State your key messages. T
Page 11: happens when you deliberately set o
Page 17 and 18: ideas at the same time, your audien
Page 19 and 20: � Free from jargon � Strong, ac
Page 21 and 22: IN SHORT Don’t rush the process.
Page 23 and 24: Why to evaluate communication activ
Page 25 and 26: If you have a small budget it is fi
Page 29 and 30: Things to consider when designing a
Page 33 and 34: Hosting Your website can often be h
Page 35 and 36: IN SHORT When designing or commissi
Page 37 and 38: Leaflets and brochures General leaf
Page 41 and 42: Do they fit with your branding and
Page 43 and 44: IN SHORT Only spend money on promot
Page 45 and 46: There are many opportunities to hol
Page 47 and 48: Programme The format of your event
Page 49 and 50: knife and fork. For the benefit of
Page 51 and 52: Invitations Develop the invitation
Page 53 and 54: Try to get all your printing done a
Page 55 and 56: A press conference should only be h
Page 57 and 58: Event Checklist Planning � Clarif
Page 59 and 60: Presentations � Projectors , lap-
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When projects find it hard to gener
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Hard news Soft news � Novelty �
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News devices The opportunities for
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Where just two countries are involv
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Larger scale pan-European PR campai
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Pan-European PR programme template
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IN SHORT The media cares about resu
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This factsheet runs through the fun
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� When it happened � Why it hap
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Language and content Keep it simple
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Always ask whether what you are des
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paragraph, if not the second. Delay
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Communication Handbook - Factsheet
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Planning and preparation Preparatio
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handout; use your spoken presentati
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Link your presentation points with
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� Characters � Anecdotes and st
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� Trustworthiness � Composure
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. Hands c. Visual aid d. Charts e.
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Posture Stand or sit with a relaxed
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etween slides. Use simple typefaces
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Resist the temptation to use alcoho
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The stakes are high when you talk t
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proof - particularly when defending
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DO Push your messages. Your message
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DON’T Don’t digress. Politician
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interviewed is to talk more than th
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Victory is no longer measured in te
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and can make eyes and teeth look ye
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MED Communication Handbook - Programme Med

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