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Communication Plan
OP INFRASTRUCTURE AND NETWORKS 2014/2020
Index
OBJECTIVES
METHODOLOGICAL APPROACH
TOOLS AND TARGETS
RELEVANT REGULATION
01
02
03
04
Communication Plan
OP INFRASTRUCTURE AND NETWORKS 2014/2020
The primary objective of the Communication
Plan is to promote and implement a constant
and transparent flow of information about its
content and aims, the action it is taking, and
the outcomes, and highlighting the role of the
European Union.
01.OBJECTIVES
The OP Infrastuctures and Networks
Communication Plan is being implemented
against a background of profound changes,
particularly in relation to the variety of tools
used and in terms of taking an “effective
approach to communication”.
Today, the most significant of these changes
is undoubtedly the importance of the
virtual space. From Web 2.0 to social media,
interaction is now happening on an everyday
basis, in a shared and transparent manner.
Nevertheless, because a programme like the
OP Infrastuctures and Networks provides
opportunities for exchange, facilitation,
and sharing, and invests in a local area by
implementing physical transformations that
can potentially affect the environment, the
importance of the physical space is also
fundamental.
The orientation of the EU is to continue revising
communication strategies as a way of closing
the gap between Europe and its citizens by
improving communication with the entities
that have responsibility for EU policies in the
Member States.
+
+
+
+
+
+
+
+
+
+
Provide information about the outcomes achieved as
a result of the action taken
Enhance appreciation of the economic and social spin-off
that derives from the action taken
Communicate clearly, using
simple and immediate language
Communicate “with” people, not “to” people
Activate channels of communication that get
the younger generation involved
Give a central role to
online communication and social media
Make known and enhance appreciation of
the role of the European Union
Emphasise that safeguarding the environment is a core principle
Diversify the strategy to suit the target groups
Widen participation by partners and stakeholders
Objectives
of the OP Infrastructure
and Networks 2014/2020
Communication Plan
01.OBJECTIVES
02.METHODOLOGICAL
APPROACH
Unlike previous programmes, the general
public now becomes an active component as
one of the instruments, playing a fundamental
role in communicating and sharing the Plan,
and disseminating information about its
outcomes.
02.METHODOLOGICAL
APPROACH
The communication
strategy is based on
specific
approaches:
A new means of
communication
requires an innovative
creative project
The participatory
aspect
Overturning the
point of view
Its complexity should
not be hidden, but
declared and enhanced
by identifying
key themes and
“narrating” them.
Using digital technology
tools to promote structured
listening, involving the targets
in intense PR activity, and
in other activities in their
local areas that strengthen
relationships with their
communities of reference.
The adoption of a storytelling
strategy to communicate with
the public means bringing
people into close contact with
complexity, making them
participants, breaking down
walls and building bridges by
replacing the idea of “them
against us” with “them and us”.
Identifying communication
methods and messages
that make it possible to
successfully and effectively
overcome the difficulty
of communicating, to the
general public, a programme
that is characterised by its
“distance” from the public’s
perception of its benefits.
The rapidity,
innovativeness,
and virality of the
information
It is no longer the citizens
who seek contact with public
administrations. Now it is
the administrations that
“bring themselves to the
notice” of their citizens by
using content that has the
ability to attract attention
and arouse interest.
Transferring complex
concepts and content,
attracting attention
and enabling people to
enter the world of the
OP using language that
is accessible, clear, and
transparent.
Storytelling
Identifying themes to be
communicated that capture
the complexity of OP without
concealing or trivialising it
Communicating the OP Infrastructure and
Networks 2014/2020 is:
because it puts the emphasis on giving priority to
“difficult” issues such as freight transport and logistics
because it finances interventions whose outcomes will
only be perceptible over the medium/long term
challenging complex
because of the types of actors involved
because of the specific nature of the
planned interventions
03.TOOLS AND
TARGETS
The communication tools provided
by the Plan are specifically devised
and designed for their intended
targets.
03.TOOLS AND
TARGETS
The tools provided
by the Plan
The graphic
design project
Multimedia
products
The
Events
The press
office
Websites and
social media
Public
relations
The
Publications
Publicity
services
The aim of the creative
project is to capture
attention and “tell the
OP Infrastuctures and
Networks story”. Eye-
catching colours and
symbols are used to give
the public an immediate
feeling of interaction and
to describe the dynamics of
sustainable mobility. The
graphical style responds
comprehensively to the
need to simplify the
message, and lends itself
to wider dissemination by
adapting to all the media
types proposed.
Institutional spots, video
reports about events,
animated infographics,
virtual and augmented
reality video, interviews:
these are tools that make
comprehension immediate
and play a fundamental
role in a “viral” strategy.
They can be used to
transfer information and
concepts, and to explain
the objectives of the
OP Infrastuctures and
Networks , its methods
of implementation and
its projects and themes,
making use of innovative
methods to “recount” the
action being undertaken.
Conferences, workshops,
trade fairs, competitions,
awareness-raising action:
when events such as these
are being identified, the
Plan takes into account the
different scales at which
the programme operates.
This complements the
European dimension that
deeply characterises
the OP Infrastuctures
and Networks , whose
objectives must be
consistent with EU
strategies, with a national
and local dimension
based on the geographical
location of the planned
interventions and on the
results and benefits that
local communities expect.
Even a complex project
like the OP Infrastuctures
and Networks can be
described in simple
terms. To that end,
relationships with
the media play a
fundamental role as
a tool for reducing/
enhancing the complexity
of the issues by
simplifying content and
language, and going on
to construct privileged
direct relationships with
the media.
A public administration
wishing to communicate
effectively must adopt a
strategy that is no longer
a one-way relationship in
which the administration
informs without entering
into dialogue, but a system
that consists of interaction
at different levels. A
dynamic website and
social channels are now
essential tools for public
administrations and have
a strategic role to play,
enabling information to
be circulated and content
to be disseminated via the
Internet with a rapidity
that was previously
unimaginable.
When projects are
complex and involve large
numbers of interlocutors,
it is essential that they
should meet periodically
for discussion, in a
structured manner. In
that context, PR is a way
of managing opportunities
for people to meet and
to raise awareness,
in a structured and
continuous way,
throughout the life
cycle of the programme,
gradually bringing OP
Infrastuctures and
Networks closer to
the local area and its
inhabitants.
Informational leaflets,
technical notebooks,
photographic and
infographic catalogues:
these are different
types of publication that
must achieve different
objectives and provide
information for different
targets. The rapidity of
communication now
makes this information
immediately available and
usable, determining the
choice of the virtual space
as the preferred channel
for dissemination.
The media campaign is
an integral part of the
communication and
information activities
of the OP Infrastuctures
and Networks , and the
coordinated use of different
types of media enables
different targets to be reached
effectively. The main regions
covered by the OP are Apulia,
Basilicata, Calabria, Campania
and Sicily but because the
programme has significant
repercussions on the country
as a whole, the national
aspect will not be overlooked.
TOOLS
TARGETS
Web
Media
Social
media
BENEFICIARIES
LOCAL
AUTHORITIES
ECONOMIC
AND SOCIAL
PARTNERS
NO PROFIT
ORGANIZATIONS
PROFESSIONAL
ORGANIZATIONS
GREAT
AUDIENCE
Press
office
Public
relations
Technical
publications
Publications
Territorial
actions
Monitoring
Commitee
Infographics
Exhibitions
Workshop
Conferences
03.TOOLS AND
TARGETS
very relevant
relevant
not relevant
Legenda
The OP Infrastuctures and Networks
communication strategy is aimed at three main
target groups:
The beneficiaries of the interventions
The potential beneficiaries
The general public
The chart correlates the specific targets with the
communication tools that are provided for by
the Plan, highlighting the extent to which they
are relevant.
04.RELEVANT
REGULATION
04.RELEVANT
REGULATION
Regulation (EU) No 1303/2013
- of 17 December 2013
Chapter II Articles 115, 116, 117 (Information and communication)
and Annex XII (Information and communication on support from
the Fund).
Commission Implementing Regulation (EU)
No 821/2014 - of 28 July 2014
Chapter II Articles 2, 4, 5 (Technical characteristics of information
and communication measures for operations and instructions
for creating the Union emblem and a definition of the standard
colours) and Annex II (Graphic standards for creating the Union
emblem and the definition of the standard colours).
National Operational Programme
Infrastructures and Networks 2014-2020
Approved by the European Commission Decision C (2015) 5451
del July 29, 2015
Communication strategy for the OP on
Infrastructures and Networks 2014/2020
Ministry of Infrastuctures and Transport, February 2016
Communication PON-IR November 2017
www.ponir.mit.gov.it/en

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OP Infrastruture and Networks 2014/2020 - Communication Plan

  • 1. Communication Plan OP INFRASTRUCTURE AND NETWORKS 2014/2020
  • 2. Index OBJECTIVES METHODOLOGICAL APPROACH TOOLS AND TARGETS RELEVANT REGULATION 01 02 03 04 Communication Plan OP INFRASTRUCTURE AND NETWORKS 2014/2020
  • 3. The primary objective of the Communication Plan is to promote and implement a constant and transparent flow of information about its content and aims, the action it is taking, and the outcomes, and highlighting the role of the European Union. 01.OBJECTIVES
  • 4. The OP Infrastuctures and Networks Communication Plan is being implemented against a background of profound changes, particularly in relation to the variety of tools used and in terms of taking an “effective approach to communication”. Today, the most significant of these changes is undoubtedly the importance of the virtual space. From Web 2.0 to social media, interaction is now happening on an everyday basis, in a shared and transparent manner. Nevertheless, because a programme like the OP Infrastuctures and Networks provides opportunities for exchange, facilitation, and sharing, and invests in a local area by implementing physical transformations that can potentially affect the environment, the importance of the physical space is also fundamental. The orientation of the EU is to continue revising communication strategies as a way of closing the gap between Europe and its citizens by improving communication with the entities that have responsibility for EU policies in the Member States. + + + + + + + + + + Provide information about the outcomes achieved as a result of the action taken Enhance appreciation of the economic and social spin-off that derives from the action taken Communicate clearly, using simple and immediate language Communicate “with” people, not “to” people Activate channels of communication that get the younger generation involved Give a central role to online communication and social media Make known and enhance appreciation of the role of the European Union Emphasise that safeguarding the environment is a core principle Diversify the strategy to suit the target groups Widen participation by partners and stakeholders Objectives of the OP Infrastructure and Networks 2014/2020 Communication Plan 01.OBJECTIVES
  • 5. 02.METHODOLOGICAL APPROACH Unlike previous programmes, the general public now becomes an active component as one of the instruments, playing a fundamental role in communicating and sharing the Plan, and disseminating information about its outcomes.
  • 6. 02.METHODOLOGICAL APPROACH The communication strategy is based on specific approaches: A new means of communication requires an innovative creative project The participatory aspect Overturning the point of view Its complexity should not be hidden, but declared and enhanced by identifying key themes and “narrating” them. Using digital technology tools to promote structured listening, involving the targets in intense PR activity, and in other activities in their local areas that strengthen relationships with their communities of reference. The adoption of a storytelling strategy to communicate with the public means bringing people into close contact with complexity, making them participants, breaking down walls and building bridges by replacing the idea of “them against us” with “them and us”. Identifying communication methods and messages that make it possible to successfully and effectively overcome the difficulty of communicating, to the general public, a programme that is characterised by its “distance” from the public’s perception of its benefits. The rapidity, innovativeness, and virality of the information It is no longer the citizens who seek contact with public administrations. Now it is the administrations that “bring themselves to the notice” of their citizens by using content that has the ability to attract attention and arouse interest. Transferring complex concepts and content, attracting attention and enabling people to enter the world of the OP using language that is accessible, clear, and transparent. Storytelling Identifying themes to be communicated that capture the complexity of OP without concealing or trivialising it Communicating the OP Infrastructure and Networks 2014/2020 is: because it puts the emphasis on giving priority to “difficult” issues such as freight transport and logistics because it finances interventions whose outcomes will only be perceptible over the medium/long term challenging complex because of the types of actors involved because of the specific nature of the planned interventions
  • 7. 03.TOOLS AND TARGETS The communication tools provided by the Plan are specifically devised and designed for their intended targets.
  • 8. 03.TOOLS AND TARGETS The tools provided by the Plan The graphic design project Multimedia products The Events The press office Websites and social media Public relations The Publications Publicity services The aim of the creative project is to capture attention and “tell the OP Infrastuctures and Networks story”. Eye- catching colours and symbols are used to give the public an immediate feeling of interaction and to describe the dynamics of sustainable mobility. The graphical style responds comprehensively to the need to simplify the message, and lends itself to wider dissemination by adapting to all the media types proposed. Institutional spots, video reports about events, animated infographics, virtual and augmented reality video, interviews: these are tools that make comprehension immediate and play a fundamental role in a “viral” strategy. They can be used to transfer information and concepts, and to explain the objectives of the OP Infrastuctures and Networks , its methods of implementation and its projects and themes, making use of innovative methods to “recount” the action being undertaken. Conferences, workshops, trade fairs, competitions, awareness-raising action: when events such as these are being identified, the Plan takes into account the different scales at which the programme operates. This complements the European dimension that deeply characterises the OP Infrastuctures and Networks , whose objectives must be consistent with EU strategies, with a national and local dimension based on the geographical location of the planned interventions and on the results and benefits that local communities expect. Even a complex project like the OP Infrastuctures and Networks can be described in simple terms. To that end, relationships with the media play a fundamental role as a tool for reducing/ enhancing the complexity of the issues by simplifying content and language, and going on to construct privileged direct relationships with the media. A public administration wishing to communicate effectively must adopt a strategy that is no longer a one-way relationship in which the administration informs without entering into dialogue, but a system that consists of interaction at different levels. A dynamic website and social channels are now essential tools for public administrations and have a strategic role to play, enabling information to be circulated and content to be disseminated via the Internet with a rapidity that was previously unimaginable. When projects are complex and involve large numbers of interlocutors, it is essential that they should meet periodically for discussion, in a structured manner. In that context, PR is a way of managing opportunities for people to meet and to raise awareness, in a structured and continuous way, throughout the life cycle of the programme, gradually bringing OP Infrastuctures and Networks closer to the local area and its inhabitants. Informational leaflets, technical notebooks, photographic and infographic catalogues: these are different types of publication that must achieve different objectives and provide information for different targets. The rapidity of communication now makes this information immediately available and usable, determining the choice of the virtual space as the preferred channel for dissemination. The media campaign is an integral part of the communication and information activities of the OP Infrastuctures and Networks , and the coordinated use of different types of media enables different targets to be reached effectively. The main regions covered by the OP are Apulia, Basilicata, Calabria, Campania and Sicily but because the programme has significant repercussions on the country as a whole, the national aspect will not be overlooked.
  • 9. TOOLS TARGETS Web Media Social media BENEFICIARIES LOCAL AUTHORITIES ECONOMIC AND SOCIAL PARTNERS NO PROFIT ORGANIZATIONS PROFESSIONAL ORGANIZATIONS GREAT AUDIENCE Press office Public relations Technical publications Publications Territorial actions Monitoring Commitee Infographics Exhibitions Workshop Conferences 03.TOOLS AND TARGETS very relevant relevant not relevant Legenda The OP Infrastuctures and Networks communication strategy is aimed at three main target groups: The beneficiaries of the interventions The potential beneficiaries The general public The chart correlates the specific targets with the communication tools that are provided for by the Plan, highlighting the extent to which they are relevant.
  • 11. 04.RELEVANT REGULATION Regulation (EU) No 1303/2013 - of 17 December 2013 Chapter II Articles 115, 116, 117 (Information and communication) and Annex XII (Information and communication on support from the Fund). Commission Implementing Regulation (EU) No 821/2014 - of 28 July 2014 Chapter II Articles 2, 4, 5 (Technical characteristics of information and communication measures for operations and instructions for creating the Union emblem and a definition of the standard colours) and Annex II (Graphic standards for creating the Union emblem and the definition of the standard colours). National Operational Programme Infrastructures and Networks 2014-2020 Approved by the European Commission Decision C (2015) 5451 del July 29, 2015 Communication strategy for the OP on Infrastructures and Networks 2014/2020 Ministry of Infrastuctures and Transport, February 2016