“Communicating the commitments of the EU Platform on Diet, Physical Activity
and Health”
EU Platform for Action on Diet, Physical Activity and Health
25 January, 2012
Platform Mid-term Evaluation Report –external communication
Communication on the Platform by Platform members “particularly limited externally”
40,6% of Platform members use the Platform in their external communication activities “rarely, only when something seems especially relevant”
Used tools: newsletters, email or personal communication, press releases, website, annual report, conferences
Platform Mid-term Evaluation Report –external communication
Most members agree there is potential to enhance dissemination efforts
Not-for profit organisations concerned about what information should be disseminated and whether there are concrete successes to be communicated externally
Concrete suggestions by industry
A more user friendly website/ A dedicated website to showcase individual commitments;
Organisation of workshops and dissemination of material
An RSS feed
A newsletter in which there are bite-size stories about perceived successful commitments, interviews with stakeholders, forthcoming agenda items, etc.
More proactive press outreach
More meetings which are open to the public
An annual report
RESULTS OF THE QUESTIONNAIRE ON COMMUNICATION IN THE EU PLATFORM
Do you actively communicate the results of your commitments to the public?
66,6%YES
33,3%NO
What tools do you use to communicate the implementation/results of your commitments?
0%
10%
20%
30%
40%
50%
60%
70%
80%
Directcommunication
Website of yourorganisation
Social media Printed material Other
How do you think Platform commitments can be better communicated to the general public?
Concerted communication strategy for the Platform as a whole
Announce/showcase commitments
Stand-alone/improved Platform website
Reach actively to the media – e.g. press releases
Develop specific communication plans for specific commitments
Produce an “About the EU Platform” brochure
Give an example of a format/tool via which commitments can be promoted to the public
Section promoting commitments on Europa websitePlatform website
Section promoting commitmentsLinks to the source informationFacilitate comments from the general public
Pod casts, webinarsLeaflet, brochuresVisual element, e.g. interview with CommissionerSocial networking tools: Facebook, Twitter, Linkedin
Platform members’ concerns
What should the Platform communicate?CommitmentsThe fact that Platform exists and generates commitments
Commitments are to contribute to the Strategy, not to promotion
Commitments should not be communicated to the general public unless guaranteed that no specific company, brand or logo will be associated with them
RESULTS OF THE QUESTIONNAIRE ON THE USE OF SOCIAL MEDIA
Do you use social media professionally?
70,6%YES
29,4%NO
How often do you use social media professionally?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Every day Once a week 2-3 times a week Once a month
Which social media do you use professionally?
0
1
2
3
4
5
6
7
YouTube Twitter Facebook LinkedIn Google+
Where next?Platform members’ comments and suggestions
Take ownership of the communication process
Decide on the communication objectives (common or individual), and in relation to that:
audiencescontent, messagestools: channels, format, tone/lexiconmeasurable outcomes, indicators of success
Identify channels, tools and actors
Where next?EU Platform on the EU Public Health website
What we can NOT (yet) do
Change design and structure of the main page for Nutrition and Physical Activity policy and the Platform page Content should not be changed (translated into 21 languages)Create new pages following the current layout
What we CAN do
Change content secondary pages without changing current layoutChoose content for Highlights sectionLink from the Platform page to databases
- e.g. NOPA WHO, Eurostat, HEIKI