1. Communication Strategy of EHEA in Azerbaijan Liia Lauri Assessment Director liia.lauri@archimedes.ee

2. 1. (Draft) Communication Strategy Objectives and key messages Target groups Tools and channels To discuss: 1. Communication channels and tools/focus of communication by target group 2. Timeline and evaluation Outline

3. 1. To inform (target groups) about developments in HE in Azerbaijan 2. To inform about Bologna tools 3. To promote Bologna tools and projects (benefits, their role in the developments in HE) 4. Enhance the the coordination and networking: MoE, HEI, stakeholders Objectives /key messages 3

4. Promoting of Bologna tools: Three cycle system, QF, ECTS, Diploma Supplement Quality assurance principles and system Recognition of studies and qualifications, Mobility, LOs. Competencies or graduates, improved employability. Quality of research and innovation. Enhanced competitiveness and social welfare. State of art in Azerbaijan. Key messages 4

5. The problems of communication are described. BUT What are the strengths in the networking, communication, information sharing in higher education in Azerbaijan? What are the current methods of cummunication that work well? 5

6. Have been described in the draft. BUT Whom to involve? HEI?, Students?, Employers organizations, European/international organizations? Whom to inform? Target groups 6

7. Direct communication Seminars, roundtable discussions, meetings Training of „Bologna experts“ – from HEI, employers`organizations, students (?) Career Centres, Admission Commission, QA agency, …. Presentations at the stakeholders`events (?) Means/tools/channels 7

8. Online communication Fact sheets (?) Link to EHEA page from Universities`pages (?) Social media Newsletters/mailinglists? Offline Booklets, Leaflets (where to spread?) Articles in the newspapers (?) Means/tools/channels 8

9. Discuss by target group: 1. Whom to involve, whom to inform? 2. What is the focus of communication/key messages? 3. What are the main channels/activities? 4. Critical timing? Communication channels and tools and focus of communication 9

10. Target groups Goal Focus of communication. Key messages Channels/tools/activities to informto involve Policy-makers (Government, Ministries, State Statistical Committee, Parliament Education Commitee, Academy of Science, Public authorities and agencies, State student Admission Commission) x? Promoting of Bologna tools -three cycle system, ECTS, Diploma Supplement, Quality assurance principles and system, recognition of studies and qualifications, QF, mobility, LOs. State of art in Aserbaijan. Competencies or graduates, improved employability. Quality of research and innovation. Enhanced competitiveness and social welfare. Direct communication Bologna seminars, meetings, other events Online channels Mailing lists/newsletters Social media Web pages Fact Sheets Offline Booklets/leaflets (where and how to distribute) Students/parents? (future students?) x? Direct communication Through Career centres - events, leaflets Conferences for students Online channels Website for graduates, Fact sheets, TV, social media Offline Booklets/leaflets (where and how to distribute) Student journals Decision makers

11. Universities Target groups Goal Focus of communication. Key messages Channels/tools/activities to informto involve Management xx Direct communication Bologna seminars, meetings, events Training of bologna experts, roundtable meetings Online channels Universities web-sites, link to EHEA web-page, fact sheets Offline Booklets/leaflets (where and how to distribute) Academic staff xx Direct communication Bologna seminars, meetings, events Training of bologna experts, roundtable meetings Online channels Universities web-sites, link to EHEA web-page, fact sheets Social media Offline Booklets/leaflets (where and how to distribute) website for graduates, Fact sheets, social media, TV Students xx Direct communication Bologna seminars, meetings, events? Training of bologna experts, conferences for students Online channels Universities web-sites, link to EHEA web-page, fact sheets Social media, TV, Offline Booklets/leaflets (where and how to distribute) website for graduates, Fact sheets, student journals

12. Target groups Goal Focus of communication. Key messages Channels/tools/activities to informto involve Employers (organizations?) x Direct communication Bologna seminars, meetings, events Training of bologna experts Employers conferences/seminars Business and industry representatives, SMEs, x Online channels Fact sheets, social media, TV QA Agencies? Student organizations (different from students?) x x Offline Associations x Booklets/leaflets (where and how to distribute) Conferences for students, roundtable meetings Other stakeholders

13. Target groups Goal Focus of communication. Key messages Channels/tools/activities to informto involve Media x Direct communication Press conferences Online channels Social media TV Offline Parents (decision makers) x Direct communication Online channels Social media, TV Offline Wider public

14. Target groups Goal Focus of communication. Key messages Channels/tools/activities to informto involve European Commission, the Delegation of the EU xx Direct communication Bologna seminars, meetings, events Roundtable meetings Higher Education Reform Experts Network xx Online channels Social media, TV web-pages National Erasmus+ Office xx Offline Booklets/leaflets (where and how to distribute) EU-Azerbaijan Twinning projects in Higher Education xx European and international organizations

15. Consider different channels and activities by target group What could be the indicators of success (direct, indirect)? How to monitor and evaluate the success? WHO does WHAT and WHEN? 15

16. Channels, tools, activitiesTarget groups When/by WhomEvaluation Direct communication Reports. Focus groups interviews by targe-groups. Media monitoring. On-line surveys, web statistics, feedback seminars (Bologna) seminars, roundtable meetings, discussions, summer schools Decision-makers, university management, academic staff, students, other stakeholders, international organizations Training of (Bologna) experts Press conferencesMedia, wider public Presentations at the stakeholders` events?Stakeholders, wider public Online communication Web-pages: for graduates (Future) students, parents. In cooperation with Career centres Universities` web-sites Decision-makers, university management, academic staff, students, other stakeholders Fact-sheets: Data, statistics, implementation of projects Decision-makers, university management, academic staff, students, other stakeholders, international organizations Mailing lists/newsletters Social media: Facebook, Twitter, InstagramStudents, other stakeholders, international organizations TV, school TVStudents VideosStudents, wider public Offline communication Booklets/leafletsTo be distributed through Career centres, seminars etc Student journalsStudents Articles in the newspapers?Wider public, stakeholders Channels/tools/activities