INTERREG III A Community Initiative
Slovenia/Hungary/Croatia
Neighborhood Programme
@ccess
Slovenia/Hungary/Croatia
PR Plan
TABLE OF CONTENTS
1. Introduction ................................................................................................. 4
2. PR strategy .................................................................................................. 5
2.1 General objectives ................................................................................. 5
2.2 The target group .................................................................................... 5
2.3 The expected outcomes ......................................................................... 6
2.4 The harmony of internal and external communication ......................... 7
2.5 The project‟s strategic PR objectives .................................................... 7
3. The PR tactical plan .................................................................................... 8
3.1Continuous maintanace and monitoring of the internal and external
communication ............................................................................................ 8
3.1.1. Parameters of messages…………………………………………9
3.1.2 Parameters of the tools…………………………………………..11
3.1.3. General tasks in connection with the objective…………………12
3.2 Providing reachability for the target groups, and informing them
according to their needs…………………………………………………..14
3.2.1. Properties of messages…………………………………………..14
3.2.2. Properties of tools……………………………………………….15
3.2.3. General tasks in connection with the objective………………....17
3.3 The conscious building of the activites for an efficient, articulate and
trustworthy presentation of the result……………………………………17
3.3.1. Properties of the messages………………………………………17
3.3.2. Properties of the tools…………………………………………...19
3.3.3 General tasks in connection with the objective………………….20
4. The PR operational and action plan, divided into project periods………..20
4.1 The 1st project implementation peroid………………………………..22
4.2 The 2nd project implementation period……………………………….25
4.3 The 3rd project implementation peroid……………………………….27
4.4. The 4th project period………………………………………………...29
5. Summary………………………………………………………………….32
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1. INTRODUCTION
The following plan @access was developed for the project named: The
development and strategy creation project for information technology. The
plan follows the general triple articulation mechanism of planning. First it
explains the most important elements of the PR strategy, starting from the
project‟s objectives. This is followed by a detailed PR tactical plan, which
contains the general inner and outer principles of communication, focusing
on the project‟s target groups. Finally it assigns an action plan to every arisen
problem, which declares the exact actions to be made, the ones responsible
from the management and collaborator planes, a deadline synchronized to the
project‟s start time, and the most important tools and methods.
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2. PR STRATEGY
2.1 GENERAL OBJECTIVES
The project‟s general objective is to speed up the realization of
information society among the range of applicant organizations. This overall
objective is motivated by the experience of significant backwardness (within
the countries, and in international aspects as well) in this area. We wish to
realize this objective on three different thematic areas: e-commerce, e-
business; electronic government, information technology in public and social
sphere.
The project‟s general aim will be realized through the creation of
accessibility. Informing the members of the target group with the step of the
project is essential, so one of the most important duties of the project‟s
operational section is to keep to and execute the PR plan.
2.2 THE TARGET GROUP
The target group is quite complex. On the one hand, the results are
speaking to the residents, as well as the business sphere and the government
as well; on the other hand co-operation with the Croatian partners makes the
colleagues work more difficult. We have to conclude, that the strength of the
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project is that it‟s meant to several participants, and the growth in informatics
has same importance to everyone, and emphasizing this is also strategically
important.
The three target groups require totally different approach. It‟s important
to lay this down on the strategic level: the target groups are equally
important, but they require totally different approach. Primarily we‟re not
speaking about conceptual questions, but differences in the tools and
composition. The PR tactical plan is perfect for defining these. Further
operational problems are discussed in the plans of action.
2.3 THE EXPECTED OUTCOMES
The project‟s outcomes are different society development strategies.
Elaborating and publishing the best works directly assists the formation of
informational (e-) society on the target areas, as well as the establishment of
long term, maintainable development.
Since the project‟s results are not real established investments (meaning:
not full-houses, companies providing free Internet access…etc.), but
denotations containing strategies to be followed, publishing the created
“product” is vitally important. It‟s not enough to start the appropriate
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disclosure by the time the project is done; it has to be consciously established
throughout the project‟s lifecycle.
2.4 THE HARMONY OF INTERNAL AND EXTERNAL COMMUNICATION
The advantage of complex project organism is that the interpretation of
the different external information can happen differently in the distinct
organizations, depending on their constitutional culture. This can cause
diverse reactions, which can damage the values and interests of the project, or
can lead to unreliability, causing the acceptance of the expected results to be
put to risk. The internal communication is therefore a sensitive part of the
project.
This is why the continuous monitoring of PR activity by the project
management is essential. The monitoring must be based on a uniformly
accepted plan, which role this PR Plan is meant to fill in.
2.5 THE PROJECT’S STRATEGIC PR OBJECTIVES
Based on the previous, the project‟s strategic PR objectives are the
following:
1. The continuous preservation and monitoring of the internal and
external communication inside the project
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2. Ensuring accessibility for the target group, and informing them
continuously according to their needs
3. Consciously building up the whole activity to serve the
communication to be efficient, understandable and trustworthy
3. THE PR TACTICAL PLAN
The tactical plan‟s role is to summarize the messages‟ essence, tools and
their handling methods, orders, and the most important general activities
formulated in the strategic plan. The tactical plan‟s point is to help the
operational plan to be put in action, and to give them a framework.
The tactical plan is valid throughout the whole lifecycle of the project.
Chances of divergence are provided by the plans of action, otherwise the
tactical elements are valid even if they are not mentioned.
3.1Continuous maintanace and monitoring of the internal and external
communication
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3.1.1. PARAMETERS OF MESSAGES
The essential parts are different of the internal and external
communication, but they can not be separated. A carefully set up external
communication can be spoilt by bad internal communication and vice versa.
This is the most important content element of the messages in the
internal communication. Continuous informing about the partners‟ activities
must be kept up on both sides of the border. It is essential that the participants
know each other‟s every day problems, the possible solutions, suggestions
and final decisions. They can help each other, because they can come across
the same problems during the project phases. The content of the internal
messages are determined by the interaction with the external world.
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Processing relevant information coming from outside, and sending them to
the partners has to happen at a daily regularity. The most important topics to
process here are about informatics, economy and society. Nowadays it‟s
indispensable to follow these closely.
A great role falls on the project management in forming the messages.
The management‟s daily participation is essential for the internal
communication to be effective, proactive and multiple. The logical solution is
the continuous communication between the appointed organization- and
project managers, because the colleagues can hardly reach each other, due to
the number of people involved, and the great geographical distances. The
arisen communication messages are “bottom-up” delivered to the managers,
and the received messages are “top-down” sent back to them. The
maintenance of this system is the duty of the project manager.
The information leaving the organization has to “narrow” to the arisen
results, and the answers given to the daily challenges. To avoid
misunderstanding, these messages can only be sent after multiple,
supervision, and with the approval of the project management. The plan does
not accepts the independent communication of the partners, neither in
Hungarian or Croatian languages, but the project management can give an
exemption after a thorough supervision.
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Reliability, maintaining authenticity, continuous information of the
partners and the direct and indirect target groups, and realization of the
further strategic objectives are the most important roles of the external
messages.
3.1.2 PARAMETERS OF THE TOOLS
The tools are primarily based on the digital era‟s accessories. Primary
tools of communication are e-mails, cell phones, and the written and verbal
messaging programs provided by the Internet. Stationary and paper based
communication is not supported by the plan, but the official documents create
and exception. In these cases the date of transmission and the arrival is
important. Personal communication is not excluded; it is moreover supported
to create direct working conditions.
Another advantage of these tools is that acts of communication can easily
been retrieved. Verbal communication forms make an exception. If vitally
important information in connection with the project alternate verbally, these
conversations should be recorded with appropriate tools or records.
It‟s important to mention the role of informal communication between
colleagues and managers as well. If any useable information is made, the
fixation and announcement is the duty of the participants. Any digital
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instruments, sound records, voice messages or computer notes can be used.
Hand written notes should be avoided, because of the difficulty of
readability.
Checking the content and the appearance of the messages and records is
the direct manager‟s duty. These tools are essential for maintaining fluent
communication.
The order of internal messages is cleared by the above. Fixation and
forwarding of the written and heard has to be made by digital instruments, so
the result is always a document, sound- or video record. External messages
are varied: written and audible publications, printed matters, public
invitations, press conferences and international conferences. Multilingualism
is essential from the point of view of the project. On one hand the delivered
documents are created in Hungarian, Croatian and in English as well, and if
necessary in any of the official languages of the European Union. The
Croatian and English translations are carried out by external contractors
selected according to the law of public procurement.
3.1.3. GENERAL TASKS IN CONNECTION WITH THE OBJECTIVE
The word objective shows the two most important tasks: maintenance
and monitoring. Due to their nature, these are primarily duties of the
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managers. From the objective‟s point of view, the colleagues‟ role is to
comply with the manager‟s directions.
The essential tasks of maintenance are: “clearing” the “bottom-up” and
“top-down” channels of communication; careful management and fixation of
the finished messages; assisting formal and informal relations between
colleagues; implementing results with the knowledge of external information
and results.
The essential tasks of monitoring: continuous submitting of internal and
external materials, obtaining acknowledgements of reaching the goals,
examining any possible mistakes on official meetings.
The continuous and monitored communication besides the PR objectives
aids the motivation system, and the work of the management, administration
and financial leadership.
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3.2 PROVIDING REACHABILITY FOR THE TARGET GROUPS, AND INFORMING THEM
ACCORDING TO THEIR NEEDS
3.2.1. PROPERTIES OF MESSAGES
Present strategy‟s most tender point is the content elements of the
messages. The target group‟s complexity can be defined in two dimensions.
On one hand it touches two countries with two languages, two fortunately not
so differing cultures; on the other hand it contains a deep plunge of social and
economic participants. Hereinafter the plan generally draws up guidelines for
each of the three participants.
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The internal and external messages involving both participants should be
made bilingual at the moment of creation, so neither of them gets
disadvantage, nor do the target groups‟ participants get omission.
The three different target groups require different way of approach in the
formulation of the messages. It is hard to find the right tone, which the
government, the economic sphere and the residents accept with the same
interest, not speaking about the variance in knowledge. Articulate messages
can not be made on the account of professional quality.
3.2.2. PROPERTIES OF TOOLS
Informing the target group is a typical objective of external
communication. The appropriate tools can be the official organs and tools
preferred by the target group.
The economic sphere can be reached across the Internet, or through
different economical and political daily-, weekly-, or monthly newspapers.
The residents are typical readers of the national and local political papers.
Some social layers can be accessed through the Internet. Workers in the
governing sectors are a mixture of the previous, appropriate compositing can
awake their attention as well.
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The project‟s own PR publications are useful for waking the attention of
the affected, especially at the beginning of the research stage.
Nevertheless one of the most accented elements of PR is the project‟s
homepage. The continuous uploading and updating of the page is one of the
most essential tasks.
As the formulated objective shows, continuity is an essential element of
the project. One has to endeavor that each formulation has to meet the
requirements of the selected tools; otherwise the given media can turn away
from the project in the future, and the target group my loose interest. The
other implementation of continuity is that the publication of results should be
fluent, and smaller, but more messages should be made before announcing
the final result.
Waking, maintaining and controlling the target group‟s attention can be
only achieved by publications meeting the appropriate professional level.
Materials should go across several lingual, compositional and professional
monitoring, before leaving the project, and is every colleague‟s
responsibility.
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3.2.3. GENERAL TASKS IN CONNECTION WITH THE OBJECTIVE
The objective contains tasks affecting the whole project organization.
Creating professional materials in adequate quality, monitoring and
publication are the most important tasks. The management should follow the
creation of professional materials with attention, and should keep in touch
with the different official organs, which are essential for proper publication.
The own publication‟s graphical designing and laying out is the duty of the
colleagues.
The aspect has to meet the expectations of the Monitoring Authority, but
it can be changed within the allowed frames if necessary for special project
tasks.
3.3 THE CONSCIOUS BUILDING OF THE ACTIVITES FOR AN EFFICIENT, ARTICULATE
AND TRUSTWORTHY PRESENTATION OF THE RESULT.
3.3.1. PROPERTIES OF THE MESSAGES
Present objective most of all touches the professional content. It‟s
essential that the professional materials‟ content should be based on the data
surveying and research results throughout the whole project. It is not
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desirable that the final results are not supported or oppose the published
professional materials in the meantime.
In the different project periods – depending on the scientific-professional
content of the period – differing degree of professional contribution is
required from the participants. Reports and notes can be made in each period
with demanding care, but their professional supervision must be done in any
circumstances.
While assembling the contents of a professional conference, one must
endeavor that the result of the project fully appears in the presentation. If the
invited presenters represent a different opinion, the different points of views
should be examined by the professional management. If necessary, it‟s their
duty to refute it, or build it in the final result of the project.
The professional topics must be made accessible for the target group in a
direct or indirect form. It is important that these publications are made with
scientific fastidiousness using academic language, helping discussing
unsettled questions between internal and external experts, maximizing
support for the final result of the project.
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3.3.2. PROPERTIES OF THE TOOLS
All of the previous objectives build on the professional materials, so we
are not meaning to touch upon this topic. However, the forms of documents
prepared for academic and scientific spheres differ from these. A printed,
journal-like appearance, supported by a remarkable informatics background
with digital- and Internet-content is more suitable for scientific spheres.
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3.3.3 General tasks in connection with the objective
As we mentioned in the chapter of strategy, one of the most important
issues of the PR is that the unity of permanent scientific level should not get
torn. The messages should prepare, reinforce and support the content
elements of the final result.
The final result of the project is a developed strategy, which is able to
assist the target group‟s ability to reach digital technology. However this is
insufficient by itself for actual improvement. The certified professional and
project guiding materials created by the participants can help the
development progress along the most punctual path. This clearly shows that
the final product can only be supported in a wide range if only consistent and
thoroughly worked out materials leave the project organization during the
development phase.
Therefore these general tasks have priority: searching and polling
reliable, primary and secondary data sources; conscious building and
continuous monitoring of research activities, working out professional
material by building data sources; finding the most suitable form and tools
for publishing professional materials.
4. The PR operational and action plan, divided into project periods
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Programme of action
IV. Project period
Realization
III. Project period
II. Project period
I. Project period
0 2 4 6 8 10 12 14 16 18
Time (month)
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By over viewing the project‟s implementation periods, we‟re going to
determine the specific PR tasks. Besides viewing the tasks in connection with
the PR, we‟ll discuss the tasks spreading through whole periods. The one‟s
responsible for each task will only be determined during implementation, so
right now, we‟ll only determine the execution levels.
4.1 THE 1ST PROJECT IMPLEMENTATION PEROID
This is the preparation period from the PR„s point of view. On one hand,
because by determining the clear PR and marketing plan – which is excepted
by all partners – a complex PR and marketing activity begins, which
determines the most important guidelines throughout the project. With this, a
cost-efficient and innovative process is born. This helps the efficient
implementation of the competition‟s objectives by effectively utilizing the
supporting and the own sources.
The period‟s other essential element is the creation of the project‟s
homepage. As mentioned in the tactical chapter, this is the most important PR
tool of external communication throughout the whole cycle. Continuous
uploading of data is essential at the beginning of the project. Flow of
information towards the external world would be hard and meticulous
without this help, meanwhile an innovative webpage design can help the
management and the colleagues bring the desired information to the target
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group. The homepage is at the visitors service in three different languages
(Hungarian, Croatian and English), with exactly the same content. One must
put great care on the simultaneity of data flow mentioned among the tactical
objectives.
The aim of the international- and press conference held at the end of each
period and the publication made about this is to wake up the interest about
the project. Success of the program can be achieved by keeping to the PR
objectives and tactical elements. Of course, the conference is looking forward
to a great attendance, so besides organizing interesting presentations, the
professional plane must be kept high. This move does not only wake
interests, but can bring the project in repute. The level of the conference is
determined by the quality of the different PR tools, the invitation cards, the
amplifying and the graphical works. One must strive on choosing the best
external colleague for maintaining the high level, but cost efficiency should
also have attention. The project‟s PR strategy and tactical objectives must be
regarded when using the tools mentioned.
When obtaining the required informatics equipment, one must pay
attention to the implementation of the PR objectives and tools. The
computers and other digital equipments must be suitable for any kind of
electronic communication, and for managing presentations, reports, web
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pages, and larger databases. For complex objectives like this, only the
equipments using the latest technology are adequate. During the
procurement, these values must be combined with cost-efficiency.
The management is responsible for a lot of tasks in this period. The PR
and marketing plans were created using external resources, but the
introduction and acceptation is the management‟s internal duty. The basic
objectives and principles spread fast among the colleagues, as described in
the tactical plan, for ensuring the certain success for further PR activity.
The update of the homepage is basically done by external resources,
however efficient contribution between the partners are required for
transferring required information. The uploaded content must be
continuously supervised by the existing management, to help preserve the
project from loosing its authenticity and trustworthiness in the early periods;
especially towards the target group and the indirectly affected outside world.
The project‟s management can always lean on the authenticity and reliability
established in this period.
Organizing a conference is also a duty of external colleagues; still the
participation of partners is indispensable. The representations of the project,
giving professional presentations, and the protocol role of the partners all
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have great emphasis among the tasks of the agents of the participating
partners.
4.2 THE 2ND PROJECT IMPLEMENTATION PERIOD
This period is for research activity. The participating students and
experts establish the professional work for further periods; first using
secondary, then primary data. Their aim is to keep the project‟s final outcome
at the highest level.
Internal PR activities are intensifying. Communication between the
participants of the research is indispensable, considering the strict deadline as
well. The partners are involved in sharing information, because they can save
time and energy, not to mention the chance of cutting down expenses. This is
why sharing objectives between the partners‟ managers and participants are
essential before starting the search for information.
Sharing the results found is the duty of the manager responsible for the
search. The expected outcome of the secondary research is to provide a
background, an ideal backbone for analysis of the data gathered by the
primary search. One must pay great attention to maintain the PR objectives
demanded by the different target groups during the data surveying. Without
synchronized PR activities, these would be unavailable, so it is important that
the management observes the creation of the questions. Deeper interviews
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require more active PR activity, because of the larger number of participants.
This is why it‟s essential that the questioning commissioners receive proper
professional and PR preparation. This is the responsibility of the contractor
selected according to the law of public procurement. Not properly prepared
questionnaire fillers and interviewing colleagues put all of the PR strategy‟s
objectives to risk.
During the recording and processing of the results, PR points of views
can not be handicapped. Authenticity and professional massiveness can be
injured in several points, which may put the project‟s PR strategy to risk, and
can be avoided by employing properly prepared staff.
The press conference held at the end of a period is destined to introduce
the results of the research towards the target group. Translation of the
finished documents deserves special attention, so nobody has to take care of
this during the press conference. Presentations must be created according to
the PR objectives. If these objectives were paid enough attention during the
research, then the press conference only serves implementation and
articulateness.
Accessories used at the press conference should be used with the same
fastidiousness mentioned earlier.
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4.3 THE 3RD PROJECT IMPLEMENTATION PEROID
This period of the project is professionally the most active one. Analysis
of the result of the primary and secondary research results are begun, which
are used for developing the different strategic alternatives; and this is
followed by the further development of the alternatives selected according to
professional opinions.
PR principles must be paid attention and built into professional work
during the whole implementation phase. Take notice that work prepared now
will determine the whole project‟s final outcome. Maintaining and further
developing professional authenticity and trustworthiness determines the
acceptance of the outcomes inside the direct and indirect target groups.
The aim of the conference held during the period is to explore and
develop differing strategic paths. Great emphasis must be placed on the target
group‟s needs and the confirmation of the results during the conference. The
higher quality and level above the average presentations show the importance
of this conference, since the most valuable base of the project can be acquired
or wasted throughout the whole life-cycle. Keeping to the PR tactical
objectives is essential, dwelling on multilingualism. It is important that for a
complex way of seeing things complex communication is required, therefore
each of the externally employed experts have to be highly qualified bringing
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the level. Exact recording of the heard and archiving the internal
communication pervious and following the conference is an emphasized
target.
PR documents in connection with the conference have to be prepared
according to the plan, however not oppressing professionalism. For reaching
the appropriate external reactions, articulation and meeting the claims of
target groups are indispensable. General acceptance can be enlarged by
building these into the final outcome of the project. The project management
is responsible for the thing mentioned above.
Selecting the right strategic path from the discovered ones is just a matter
of the implementation of the result so far; and the matter of internal and
external reactions. Colleagues can help, if the pay attention to the PR
strategic objectives, and find the appropriate execution by using these, to
shape their work this way.
Informing the appropriate press is the last activity in the period. This task
can easily been done, since trustworthy and authenticity already had an
emphasized role during following the PR tactical plan. As mentioned in the
plan, the largest percent of the target group can be reached through the local
and national newspapers. However, to reach a better judgment it is essential
to appear in the professional pages. This is a why the messages sent to major
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political and financial weekly and monthly papers and to the adequate
journals and periodicals; composed appropriately, according to the PR
strategic and tactical plan, get an emphasized role. Winning the electronic
press can be achieved with the help of the quality project homepage, because
these media are primarily watching the contents on the Internet.
By uploading up-to-date data, developed strategic paths and ideas
waiting to be processed to the webpage, the project can receive further
reactions from the outside world and this can increase accessibility. With the
help of the English version, social and professional reactions from outside the
target areas can be accessed; and this raises the quality of the final outcome.
A highlighted supervision of the professional work appears beside the
responsibility of the PR managers during this period. As cleared up from the
previous, these two are not exclusive factors; however the tasks completed
during the period require the differentiation.
4.4. THE 4TH PROJECT PERIOD
During this period, the development of the specific project ideas begin
inside the frames of little workshops, involving the direct target group and
other public spheres. The specific ideas are refined through discussions with
the help of potential managing agents. After this the suitable project for
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implementation are selected through an appreciation process. The next step
will be the development of the preparing projects and applications followed
by a systemization.
Since the workshops will be executed involving public spheres,
appropriate advertising is indispensable. Leaning against PR result reached so
far, the program is looking forward to a great attendance both in Hungary and
Croatia. Conform to the PR tactical elements must not be left out of
consideration. Introducing these to the participants can improve the
adaptation of ideas to the work done so far.
Preparation of further professional work can be considered done, taking
previous results into account and keeping to PR objectives. The authenticity
reached indicates a perfect base for searching after more potential managing
agents. The developed and executable ideas all contain the project‟s most
important PR objectives, so materials created at this point surely meet the
claims.
The third international conference held during implementation has great
importance from the point of view of advertising. The conference can be a
simple summary of the conscious work done so far. If the strategic objectives
are realized thanks to a conscious construction of the PR, the conference will
provide a coherent, complex, authentic and medium towards the incurious
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with demanding quality and level in the eyes of the public. The program is
looking forward to a great attendance, because numerous previous,
consciously built PR activities were serving this goal.
The announcements of the conference and the equipments used have to
represent high quality as well. Regarding great publicity usage of numerous
new equipments of communication are advised. If there‟s none, a combined
use of previously used equipments and methods are recommended for
proving the highest professional and PR level.
The press releases just have to focus on spreading the results as wide as
they possibly can. As a result of previous activities, a claim showed up form
the public side. Meeting the claims of the target groups is as important as the
multilingualism.
@ccess appearing as reference in further projects and applications built
upon the results of our project should be reached. In case PR conceptions
were kept during implementation, the project should be an outstanding
reference for ideas developed in the future. Increasing accessibility, like an
effect of the project can only be accessible exclusively if the PR activities are
suitable for the mentioned principles above.
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5. SUMMARY
As clearly showed by the previous: “@ccess: The development and
strategy creation project for information technology” is an innovative project,
carrying and creating elementary values, representing the interests of all the
target areas and groups, and meeting all the requirements of the 21st century.
However, these outcomes can only be achieved by conscious and accurate PR
building activities, since fastidious professional work can not reach true
results without high quality communication.
Execution of the operational tasks with the help of keeping tactical
elements in mind can contribute in reaching strategic objectives and ensuring
the unity of a continuous internal and external communication. This is able to
create the widely known existence of authenticity and professional
trustworthiness; consistently building on every affected area and groups until
the publication of the final result, while keeping every demand in mind.
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It is visible, that all this can only be achieved bye the precise and
responsible work of the managers of the projects and partners. If their duty
comes into being with this spirit, the participating internal and external
colleagues will consciously take care of complying with the PR objectives;
creating the successfulness of the whole process.
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