1. WORKING IN PARTNERSHIP: Communications in Cornwall & Isles of Scilly

2. Developing SMEs and Microbusiness; Spatial Development; Developing People; Community Economic Development + Rural and Fisheries; Regional Distinctiveness Cornwall & the Isles of Scilly Overview Pop. 500,000 GDP 65% EU average (1999) Objective 1 2000-2006 for first time € 500m (£315m approx) from EU

3. Priority Management Groups Programme Monitoring Committee Strategic Development Group Secretariat Executive Project Development Task Forces Working Group Management structure

4. Communication Strategy Working in Partnership to Integrate Delivery and Build Capacity Giving Objective One Personality and thereby creating Ownership Ensuring Understanding through Clarity of Communication

5. Working in Partnership to integrate delivery Who is our audience? What information do they want? Why do they need to know it? Who is responsible for providing that information? How do we get information to them? When does that information need to be received? How will we evaluate success?

6. Who is our audience? Media Government Public Sector Private Sector Community/ Volunteer Groups Politicians European Commission Funding Partners Financial Institutions Applicants Young people

7. What information do they want? Generic introductory material about Objective One Factual information which relates directly to Priorities and Measures To lead applicants into formal application process Information on how programme is performing Project recognition

8. Why do they need to know it? To generate good quality bids To identify and address issues To keep the challenge alive To grow confidence and take-up

9. Who is responsible for providing information? Objective One Executive Managing Authority (Government Office South West) Developing Network of spokespeople to integrate delivery – Task Forces: “sector champions” – Geographic spokespeople – Brussels & Whitehall Media training programme

10. How do we get information to them? Communications Network Share facility with partner organisations 0800 Helpline Website & links: www.objectiveone.com Diary of events – Website – Communications

11. How do we get information to them? Sustainable Capacity Building through integrated delivery – Promotional support (above and below the line) for defined target audiences and partners – Conferences and Seminars through host organisations – Use of Brand to establish personality supported editorial – Through existing network/letters

12. When does that information need to be received? The Communications Unit uses Project Management to define and manage a programme of activity Weekly – e.g. media brief, website updates Monthly – e.g. project announcements Quarterly – e.g. progress on milestones & indicators 6 Monthly – e.g. key messages following PMC Annually – e.g. annual report, evaluation of strategy

13. How do we evaluate success? AVE (Advertising Value Equivalent) Value of media coverage generated Attitudinal and culture shift Monitoring media coverage, feedback from Communications Network and success of Partnership approach Successful take-up of good quality eligible bids from Working Groups and Helpline Enquiries Changed external perceptions including ease of doing business in and on behalf of Cornwall

14. Ensuring Understanding Through Clarity of Communication Establish a strong point of focus for Objective One Set up a Communications and Information Centre in Objective One Partnership Office Central point for information gathering and dissemination First point of contact for media enquiries Identify key spokespersons from Task Forces “Of the Cornish people, for the Cornish people”

15. Ensuring Understanding Through Clarity of Communication Support with media training Issue regular briefings Develop articles and features Use target indicators and Task Force groups, in addition to Programme Monitoring Committee to ensure open and transparent showing of responsibility

17. Carleen Kelemen, Director Objective One Partnership Tel: +44(0)1872 241379 Fax: +44(0)1872 241388 objectiveone@cornwall.gov.uk www.objectiveone.com Helen Duguid Senior European Officer South West UK Brussels Office Tel: +32 (0)2 734 4110 Fax: +32 (0)2 734 4434 hduguid@southwestuk.be www.southwestukbrusselsoffice.com