1. Reputation & Relationship Management PRESENTATION ON COMMUNICATIONS FOR ESPON SALZBURG, 13/14 MARCH 2006 BY NICK WOOD-DOW, CHAIRMAN, CLIENT SERVICES, CHELGATE

2. Reputation & Relationship Management HOW TO COMMUNICATE ESPON RESEARCH RESULTS? MAIN CRITERIA FOR PUBLIC COMMUNICATIONS WORLDWIDE Good Bad SIMPLE * COMPLICATED CLEAR * FOGGY COMPREHENSIVE * BAFFLING MEANINGFUL * IRRELEVANT LOGICAL * ILLOGICAL CONCISE * LONG-WINDED ADVICE: PRESENT IT AS YOU WOULD LIKE TO READ IT THE WOW FACTOR

3. Reputation & Relationship Management HOW TO PRESENT THE RESULTS OF YOUR RESEARCH? THINK LIKE A JOURNALIST THE GOLDEN RULE OF REPORTING GET THE FIRST PARAGRAPH RIGHT & THE REST WILL FOLLOW WHO? WHAT? WHERE? WHY? WHEN? HOW? TRY TO ANSWER THESE QUESTIONS EVERY RESEARCH REPORT NEEDS AN EXECUTIVE SUMMARY ANSWER THESE QUESTIONS FOR YOUR SUMMARY MAKE THE POLICY-MAKERS REACT TO YOUR FINDINGS

4. Reputation & Relationship Management WHO IS AFFECTED BY YOUR RESEARCH? WHAT IS THE MEANING OF YOUR FINDINGS? WHERE ARE THE REGIONS CONCERNED? WHY DO YOUR FINDINGS MATTER TO POLICY-MAKERS? WHEN WILL YOUR FINDINGS TAKE EFFECT? HOW WILL YOUR FINDINGS AFFECT PEOPLE? HOW TO THINK LIKE A JOURNALIST IN ANSWERING THE QUESTIONS

5. Reputation & Relationship Management HOW TO PROMOTE MAPPING REGIONAL COMPETITIVENESS IDENTIFY EACH REPORT & MAP AS A SEPARATE STORY EACH REPORT HAS INTEREST FOR SPECIFIC MEDIA WE DRAFT STORY ON EACH REPORT/ MAP FOR TARGET MEDIA GENERAL RELEASE HAS VALUE FOR BROADCASTERS ESPON HAS MESSAGES FOR MEDIA ACROSS EUROPE

6. Reputation & Relationship Management TERRITORIAL COOPERATION, ACCESSIBILITY CONNECTING TO MOTORWAYS OF THE SEA FROM GOVERNMENT TO GOVERNANCE POPULATION DEVELOPMENTS IN EUROPE HUMAN WELLBEING HOW MANY STORIES CAN WE STIMULATE FROM ESPON? PLEASE HELP US COMMUNICATE RESULTS OF YOUR RESEARCH LOOK AT INDIVIDUAL MESSAGES OF EACH REPORT

7. Reputation & Relationship Management IN PRESENTATIONS, DO 1. PREPARE AND PRACTISE KEY MESSAGES. 2. KEEP IT SIMPLE STUPID… (KISS) 3. CHECK OUT THE INTERVIEWER 4. ASK: WHAT’S THE INTERVIEW ABOUT? IS IT NEWS OR FEATURE? IF BROADCAST IS IT LIVE OR RECORDED? HOW LONG? IS ANYONE ELSE TAKING PART? WHAT’S THE FIRST QUESTION?

8. Reputation & Relationship Management 5.STAY IN CONTROL AND STICK TO YOUR MESSAGES. 6.REPEAT YOUR KEY POINTS. 7.BE POSITIVE - NEVER NEGATIVE. 8.CHECK YOUR APPEARANCE: IT MATTERS 9.BE READY FOR QUESTIONS YOU HOPE WON’T BE ASKED. 10.REMEMBER THE REPORTER IS A TOOL FOR YOU TO USE - SO USE THE INTERVIEW! DO

9. Reputation & Relationship Management DON’T 1. AGREE RIGHT AWAY, BUT TAKE TIME TO THINK AND REFRESH YOUR MESSAGES. 2. GIVE AN INTERVIEW IF YOU DON’T KNOW THE SUBJECT MATTER. 3.USE JARGON OR ABBREVIATIONS. 4. WAFFLE, TIME IS PRECIOUS. 5. UPSET THE INTERVIEWER OR BELITTLE THE OPPOSITION.

10. Reputation & Relationship Management 6.AVOID THE QUESTION; ACKNOWLEDGE IT, THEN GO FOR YOUR MESSAGE. 7.LOSE YOUR TEMPER OR LIE. 8.GET SIDE TRACKED, STICK TO YOUR POINTS. 9.BE NEGATIVE. 10.LOSE CONTROL. 11.LOOK A MESS. DON’T

11. Reputation & Relationship Management BY NICK WOOD-DOW, CHAIRMAN, CLIENT SERVICES, CHELGATE PRESENTATION ON COMMUNICATIONS FOR ESPON SALZBURG, 13/14 MARCH 2006