Communications Strategy: The Case of Eurochild AISBL Key elements of an effective communications strategy: the case of Eurochild AISBL Corine Barella, January 9, 2009

Forewords There are a few pre-requisites to a successful Communications Strategy in a membership driven organisation with both individual members and NGOs. These information cannot be retrieved from a mere reading of the Eurochild website content.

There are a few pre-requisites to a successful Communications Strategy in a membership driven organisation with both individual members and NGOs.

These information cannot be retrieved from a mere reading of the Eurochild website content.

Pre-requisites Strong internal cohesion within the membership ; Clear definition of ToRs for the staff & the WGs Individual work plans with realistic objectives clearly linked to the Eurochild strategy; Defined and respected Communications Processes A culture of praising collective achievements internally (staff and membership)

Strong internal cohesion within the membership ;

Clear definition of ToRs for the staff & the WGs

Individual work plans with realistic objectives clearly linked to the Eurochild strategy;

Defined and respected Communications Processes

A culture of praising collective achievements internally (staff and membership)

Pre-requisites In the event that the pre-requisite have never been addressed or partially met the Eurochild strategy should include it; the communications strategy would be supporting its development and implementation.

In the event that the pre-requisite have never been addressed or partially met

the Eurochild strategy should include it;

the communications strategy would be supporting its development and implementation.

Situation Analysis Eurochild membership ( 52 members in 27 countries both within and outside of the EU) has a diversified membership: from community rooted association & national social services based NGOs to national and EU networks as well as some governmental agencies/services; Eurochild is a member of broader networks at EU and International level Eurochild is a well established and recognised network amongst its peers (EU social field advocacy)

Eurochild membership ( 52 members in 27 countries both within and outside of the EU) has a diversified membership: from community rooted association & national social services based NGOs to national and EU networks as well as some governmental agencies/services;

Eurochild is a member of broader networks at EU and International level

Eurochild is a well established and recognised network amongst its peers (EU social field advocacy)

Situation Analysis Eurochild’s policy work is structured as follows: Children's Rights - UN Convention on the Rights of the Child Child Poverty Work Programme National Action Plans on Social Protection & Social Inclusion (NAPs/Inclusion) Indicators to measure child poverty and social exclusion Demographic Change/Renewal Policy briefings on EU policy development (DG Employment, DG Freedom& Justice, etc.) Thematic WGs Early Years Care Child and Youth Participation Family and Parenting Support

Eurochild’s policy work is structured as follows:

Children's Rights - UN Convention on the Rights of the Child

Child Poverty Work Programme

National Action Plans on Social Protection & Social Inclusion (NAPs/Inclusion)

Indicators to measure child poverty and social exclusion

Demographic Change/Renewal

Policy briefings on EU policy development (DG Employment, DG Freedom& Justice, etc.)

Thematic WGs

Early Years Care

Child and Youth Participation

Family and Parenting Support

Scope of the Coms Strategy The Communications Strategy addresses both External and Internal Communications as well as supports the development or enforcement of Internal Communications Processes. Next : the key elements of the External Communications Strategy are outlined

The Communications Strategy addresses both External and Internal Communications as well as supports the development or enforcement of Internal Communications Processes.

Next : the key elements of the External Communications Strategy are outlined

Scope of the Coms Strategy Internal Communications – too often neglected, in a network environment, it is usually crucial (supporting the work of e.g. the Eurochild Membership Officer). Internal Communications Processes – help define a transparent decision making processes and clear internal communications procedures by type of communication. External Communications – raising the visibility of Eurochild s’ achievements and profile (media relations, networking, fundraising, partnership building).

Internal Communications – too often neglected, in a network environment, it is usually crucial (supporting the work of e.g. the Eurochild Membership Officer).

Internal Communications Processes – help define a transparent decision making processes and clear internal communications procedures by type of communication.

External Communications – raising the visibility of Eurochild s’ achievements and profile (media relations, networking, fundraising, partnership building).

Aims of the Coms Strategy Eurochild wants to deliver effective communications that: Shape and create the reputation of Eurochild; Enhance the impact of Eurochild ‘s advocacy work; Gain the support and buy-in of stakeholders; Support fundraising strategy (including meeting PROGRESS outcome requirements); Support Membership strategy; Inspire confidence and pride in Eurochild within the membership and staff; Increase partnership building;

Eurochild wants to deliver effective communications that:

Shape and create the reputation of Eurochild;

Enhance the impact of Eurochild ‘s advocacy work;

Gain the support and buy-in of stakeholders;

Support fundraising strategy (including meeting PROGRESS outcome requirements);

Support Membership strategy;

Inspire confidence and pride in Eurochild within the membership and staff;

Increase partnership building;

Communications objective The objective is to support Eurochild’s strategy by giving visibility not only to Eurochild goals, advocacy work and activities but to Eurochild achievements & vision. Next steps to take: define the following: Costs? By When? Who to Action? Communication Vehicules Target Audiences Key Messages

The objective is to support Eurochild’s strategy by giving visibility not only to Eurochild goals, advocacy work and activities but to Eurochild achievements & vision.

Next steps to take: define the following:

Key Messages Eurochild aims to promote the welfare and rights of children and young people. Eurochild already has a set of key messages e.g. Why children matter in the EU’s active inclusion debate: The fight against child poverty is and must remain a key priority of the EU. A child’s best interest is best served by the ability to grow up in a positive family environment. For parents – particularly lone parents - encouraging a return to the labour market without ensuring access to vital services – like affordable childcare, transport, housing, health and education may be detrimental to their children’s best interest and development.

Eurochild aims to promote the welfare and rights of children and young people.

Eurochild already has a set of key messages e.g. Why children matter in the EU’s active inclusion debate:

The fight against child poverty is and must remain a key priority of the EU.

A child’s best interest is best served by the ability to grow up in a positive family environment.

For parents – particularly lone parents - encouraging a return to the labour market without ensuring access to vital services – like affordable childcare, transport, housing, health and education may be detrimental to their children’s best interest and development.

Key Messages Develop a new set of key messages to show Eurochild achievements ; Restructure the presentation of the advocacy work so the key messages are on top of each web pages presentation. Review current set of key messages and structure each messages to have concrete examples by country and contact person (to attract journalists with a human approach instead of a scientific data/political approach). Give a face and a voice to the various issues related to child welfare. Visual, audio, video key messages by children themselves from Eurochild members organisation.

Develop a new set of key messages to show Eurochild achievements ;

Restructure the presentation of the advocacy work so the key messages are on top of each web pages presentation.

Review current set of key messages and structure each messages to have concrete examples by country and contact person (to attract journalists with a human approach instead of a scientific data/political approach).

Give a face and a voice to the various issues related to child welfare. Visual, audio, video key messages by children themselves from Eurochild members organisation.

Communications Vehicles Consider a mix of the following: Eurochild’s website (provided it gets a little revamped); PR work by Board/Members/Secretary General, Policy, Membership, Coms Officers; Direct mailing (electronic) to reach major stakeholders (supported by phone calls and face to face meetings); Print/electronic publications : Monthly Newsletter/Thematic Brochures/Articles in partner’s newsletter/Print; Press releases, Press Conferences, Media relations (phone calls to journalist needed); Use of social networks e.g. Facebook where you can create a cause to donate to and recruit for; Participating to/Organising thematic seminars/conferences with targeted stakeholders;

Consider a mix of the following:

Eurochild’s website (provided it gets a little revamped);

PR work by Board/Members/Secretary General, Policy, Membership, Coms Officers;

Direct mailing (electronic) to reach major stakeholders (supported by phone calls and face to face meetings);

Print/electronic publications : Monthly Newsletter/Thematic Brochures/Articles in partner’s newsletter/Print;

Press releases, Press Conferences, Media relations (phone calls to journalist needed);

Use of social networks e.g. Facebook where you can create a cause to donate to and recruit for;

Participating to/Organising thematic seminars/conferences with targeted stakeholders;

Communications Vehicules Create a "high media profile" event, yearly in Brussels on a fixed day not already taken (e.g. not Oct 17); Be visible on all of our members’ website on home page with links to Eurochild; Participation to major EU & International events; Develop thematic e-campaigns/event/seminar/ targeting EU & International Institutions; Develop EU trainings for the members, to sell to external stakeholders; Fundraising brochures/mailings/e-mailings/ fundraising events for donors; Use of theatrical performances to create a playful, visual happening (a picture is worth a thousand words) e.g. send a singing telegram of demands to EU policy makers;

Create a "high media profile" event, yearly in Brussels on a fixed day not already taken (e.g. not Oct 17);

Be visible on all of our members’ website on home page with links to Eurochild;

Participation to major EU & International events;

Develop thematic e-campaigns/event/seminar/ targeting EU & International Institutions;

Develop EU trainings for the members, to sell to external stakeholders;

Fundraising brochures/mailings/e-mailings/ fundraising events for donors;

Use of theatrical performances to create a playful, visual happening (a picture is worth a thousand words) e.g. send a singing telegram of demands to EU policy makers;

Communications Vehicules Podcast/Video (targeting children & youth); Face-to-face in small audiences; Focus groups (used by researchers, ensures two-way communication); Through opinion makers (use of political leaders/celebrities/artists); Storytelling and art activities; Advertisements (for an e-campaign through chosen websites); Advertising features/supplements; CD-Rom/DVD (useful for training);

Podcast/Video (targeting children & youth);

Face-to-face in small audiences;

Focus groups (used by researchers, ensures two-way communication);

Through opinion makers (use of political leaders/celebrities/artists);

Storytelling and art activities;

Advertisements (for an e-campaign through chosen websites);

Advertising features/supplements;

CD-Rom/DVD (useful for training);

Target Audiences Identify the target audience by considering the following: Who will benefit? Who are the key stakeholders? Who are the stakeholder groups and the target audience within them?

Identify the target audience by considering the following:

Who will benefit?

Who are the key stakeholders?

Who are the stakeholder groups and the target audience within them?

Target Audiences European Parliament Members, European Commission: DG Employment, Social Affairs and Equal Opportunities; DG Freedom, Security and Justice; DG Education and Culture; European Council, European, The Committee of the Regions, the Social Protection Committee, etc. The Council of Europe: Conference of INGOs; Extreme Poverty and Social exclusion; The United Nations: Committee on the Rights of the Child; UNICEF; Inocenti Research Centre; All the EU networks we are member of (EAPN, CRIN, Social Platform, etc.); International children and youth organisation (if not already members) EU Human rights organisations; Undocumented migrants organization/migrants organisations; International Media based in Brussels, including foreign countries national press correspondents, international press agencies, etc.;

European Parliament Members, European Commission: DG Employment, Social Affairs and Equal Opportunities; DG Freedom, Security and Justice; DG Education and Culture; European Council, European, The Committee of the Regions, the Social Protection Committee, etc.

The Council of Europe: Conference of INGOs; Extreme Poverty and Social exclusion;

The United Nations: Committee on the Rights of the Child; UNICEF; Inocenti Research Centre;

All the EU networks we are member of (EAPN, CRIN, Social Platform, etc.);

International children and youth organisation (if not already members)

EU Human rights organisations;

Undocumented migrants organization/migrants organisations;

International Media based in Brussels, including foreign countries national press correspondents, international press agencies, etc.;

Coms Budget Any proposal in this Coms Strategy is subject to: What your Progress work plan includes Available human and financial resources Fundraising capacity My personal creativity to do a lot with little budget My negotiation skills to gain media sponsorship/partnership

Any proposal in this Coms Strategy is subject to:

What your Progress work plan includes

Available human and financial resources

Fundraising capacity

My personal creativity to do a lot with little budget

My negotiation skills to gain media sponsorship/partnership

Monitoring and Evaluation When defining each Communications Strategy action plan, there should be a set of measures to determine whether the plan was successful and understand where it was not. Building Media relations takes time, persistence and patience. Team work is often an element of success and should not be forgotten.

Thank you! Questions ?

Questions ?