OP Infrastructure and Networks 2014/2020 Communication Plan

Communication Plan OP INFRASTRUCTURE AND NETWORKS 2014/2020

Communication Plan OP INFRASTRUCTURE AND NETWORKS 2014/2020

Index 01

OBJECTIVES

02

METHODOLOGICAL APPROACH

03

TOOLS AND TARGETS

04

RELEVANT REGULATION

01.

OBJECTIVES 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.

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.

01.OBJECTIVES

Objectives

of the OP Infrastructure and Networks 2014/2020 Communication Plan

+ + + + + + + + + +

Provide information about the outcomes a result of the action taken

achieved as

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

Widen participation by partners

groups

and stakeholders

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.

The communication strategy is based on

Identifying themes to be communicated that capture the complexity of OP without concealing or trivialising it

specific approaches:

Its complexity should not be hidden, but declared and enhanced by identifying key themes and “narrating” them.

Overturning the point of view 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.

A new means of communication requires an innovative creative project

The rapidity, innovativeness, and virality of the information

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.

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.

The participatory aspect

Storytelling 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”.

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.

02.METHODOLOGICAL APPROACH

Communicating the OP Infrastructure and Networks 2014/2020 is: challenging

complex

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

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.

The tools provided by the Plan

The graphic design project

The Events

Websites and social media

The Publications

Multimedia products

The press office

Public relations

Publicity services

The aim of the creative project is to capture attention and “tell the OP Infrastuctures and Networks story”. Eyecatching 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.

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.

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.

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.

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.

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.

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.

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.

03.TOOLS AND TARGETS

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.

BENEFICIARIES

Legenda Web

very relevant

Social media

relevant not relevant

Press office Public relations Media Technical publications Publications Infographics Exhibitions

03.TOOLS AND TARGETS

TOOLS

Workshop Conferences Territorial actions Monitoring Commitee

LOCAL AUTHORITIES

ECONOMIC AND SOCIAL PARTNERS

TARGETS

NO PROFIT PROFESSIONAL ORGANIZATIONS ORGANIZATIONS

GREAT AUDIENCE

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

04.RELEVANT REGULATION

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