INFORMING THE PUBLIC ABOUT THE ESF Juris Vigulis Department of communication, Ministry of Welfare 22.09.2006 LATVIA

LATVIA: an overview Population: 2,2, million Area 64 589 km² Unemployment rate 7,4 % ( 2nd quart. 2006) Inflation rate 6,9 % (July 2006) GPD growth 10,3 % (2005) ESF funding 182 million EUR (2004 – 2006)

Developing human resources, Ministry of Education and Science ESF in Latvia 2004 – 2006 Developing human resources, promoting employment Employment Employment 76 mil. EUR Education 67 mil. EUR Education Social inclusion 31 mil. EUR Ministry of Welfare Ministry of Economics Ministry of Education Ministry of Welfare Ministry of Education and Science

ESF publicity: legal framework Level Institution Document Content European Union European Commission EC regulation 1159/2000 of 30 May 2000 Sets information and publicity measures to be carried out by the member states concerning assistance from the SF National Ministry of Finance - Managing authority of SF SF communication strategy 2004 - 2008 Sets goals and tasks for communication about the SF at national level Social sector Ministry of Welfare Intermediary body of SF ESF and CI EQUAL communication strategy 2004 – 2006 Sets goals and tasks for communication about the ESF in social sector

Most effective communication channels

ESF publicity at national level Integrated communication about all SF National network of SF communication specialists Yearbook featuring characteristic SF projects Radio broadcast “Keys to the European Funds” TV programme “Eurobus” On Latvian public TV Every second Monday Length - 30 min. 33 broadcasts since 2005 Reaches 33 % of all TV viewers

MoW SF public relations campaign 2005 September - December 2005 Limited budget ~ 35 000 EUR By PR agency Awarded as the best regional PR campaign of 2005

Problem and solution Communication problem DISBELIEF Myth that the EU money does no reach regions of Latvia Myth that the EU money is accessible only for powerful, experienced organisations Aims of the campaign TO ENCOURAGE Give examples of successful ESF projects on the countryside Show that small NGOs, rural municipalities, young companies are successful in the implementation of ESF projects

Long - term products Involvement of regional journalists - raising awareness and interest about the ESF projects Webpage www.lm.gov.lv/sf featuring database of ESF projects, latest information about open calls, results of labour market research co-financed by the ESF Photos illustrating ESF projects

Mid – term products Brochures “First experience with SF” LV, RUS, ENG Pocket calendars Posters showing locations of approved ESF projects

ESF newsletter – a supplementary sheet to national level newspapers Short – time products 24 TV/radio broadcasts, 58 articles in the media ESF newsletter – a supplementary sheet to national level newspapers Easy language, a lot of visual information Location of the ESF projects on the map Statistics of the ESF in symbols Experience told by people involved in projects Project news – short messages

Lessons learned Do Don’t Use simple language Give examples and speak about particular people Try to get in personal touch with the journalists Use wide range of PR instruments in order to raise journalists attention Use visual information – one picture says more than 1000 words Don’t Use difficult and specific terms Be general – people won’t see their advantages provided by the SF Be too formal with journalists Pay for what you can get for free: once you pay for a publication, it will be very hard to get it for free next time

Outputs (1) Increasing number of articles concerning ESF during last months of the campaign Source: EU SF publicity: media monitoring 04.2005 – 02.2006.

Outputs (2) Better informed and interested journalists of regional media Press monitoring reports more understanding of goals of ESF More interest/information requests from regional media Feedback from public Want to participate in the projects highlighted in the media 27 % more project applications received after the campaign comparing to tenders announced in previous periods Well – reviewed home page Links from/to webpages of partners Approx. 100 hits per day

What would be helpful in future? Exchange of best practice among member states Best practice in communication Dissemination of results – involvement of journalists Support for evaluation of public opinion How information and publicity measures taken fit the needs of the public? Maintaining flexibility of general rules for communication Member states are free to decide how do they achieve communication goals

Department of Communication 28 Skolas street, Riga, Latvia Thank you! Juris Vigulis Ministry of Welfare Department of Communication 28 Skolas street, Riga, Latvia juris.vigulis@lm.gov.lv Tel: + 371 7021590