CREATING A PUBLIC COMMUNICATION UNIT
Main elements for success
1.
Close to the minister: To be successful and trustworthy the unit has to be linked directly to the minister or his/her office. And not linked to a sub-directorate
2.
Main tasks defined from the outset: It must be agreed at the highest level what the main tasks of the unit are ( such as promoting openness, fast reaction to false information, etc. ) The 10 Golden Rules for Communication have to be agreed ( see below )
3.
Create a good and dynamic website with frequent updates:
Contents: daily information from the ministry; contacts; answers to questions. If no capacity to make a real web site from the beginning, then make a BLOG
4.
Make also a web site for guidance/training of journalists: Start with a limited site about the most important points journalists must know. Ensure that the contents are created in such a way that you do not have to update it daily. Some inspiration can be taken from this public website on the EU created for journalists:
www.EU4Journalists.eu
5.
Contents:
Put events and proposals into context ( “story telling “ ). Get the timing and the place to publish new initiatives and successes absolutely right
6.
Contents:
Make photos and video footage available free for use. Also via www.YouTube.com
7.
Contents:
Put a Rapid Reply Service in place as quickly as possible, so that any false or incorrect information can be corrected immediately. Establish the necessary internal network of good sources, also outside normal working hours. And make all Questions / Answers public and easily accessible on your website
8.
Contents:
Prepare yourself for Crisis Communication initiatives. Prepare for as many scenarios as possible, get Action Plans ready, incl. “finishedblind pages” to be uploaded on your web site within minutes of the crisis starting
9.
Communication channels: Have frequent meetings with the journalists, also off the record meetings. Try to create a atmosphere of confidence – that they trust you and you also can give them background information when needed
10.
Communication channels
: Build up a solid list of e-mail addresses and mobile numbers. And make sure that you keep them up-to-date at all times
11.
Communication channels
: Use Communication 2.0 tools as efficiently as possible ( such as Blogs, Facebook, MySpace, LinkedIn, Twitter, etc. )
12.
Media monitoring
: Ensure that you have an efficient media monitoring ( speedy, accurate, good coverage – also of radio and TV ). Take f.ex. inspiration from this one: EMM ( Europe Media Monitor ):
http://press.jrc.it/NewsBrief/clusteredition/en/latest.html
( created by me while in the Commission – now monitoring about 4000 on-
line media every ten minutes around the clock – and in about 30 languages )
13.
Feedback from your communication initiatives: Ensure a frequent feedback from the success or no success of your activities and services. And correct when necessary
14.
Active coordination with other ministerial communication units:
Make sure that your communication is in line with that of the rest of the government
15.
Basic training of your staff:
Make sure that your staff gets a basic communication training before they start and also during their work. Some on-line training programmes would be a very good way ahead.
NIELS JØRGEN THØGERSEN
December 2008
ENCLOSURE: 10 GOLDEN RULES IN MO D E R N COMMUNICATION
1.
Define a clear message from the outset
2.
Know your “target group” very well
3.
Listen. Gain and deserve confidence
4.
Get your timing right
5.
Visualise your message. With a sense of humour
6.
Never lie – be trustworthy
7.
Never say or show: “I know better”
8.
Show willingness to change your mind
9.
Stay on message – repeat it again and again
10.
Evaluate your communication – and adapt