E.L.C. Communication Working Group~

Developing A Strategic Approach

The rationale for building a structured, managed communication strategy

We live in an age of instant communication

across all areas of daily life and business.

It is a fact that is more true than it has ever been - today “perception” of a situation rather than actual “fact” is frequently the most critical point.

Against this background, in any given situation, if one does not communicate there are certainly many groups who will - and worse still may suggest sinister motives for any “silence”.

Put simply if one does not deliver one’s own message someone else will do it for you - with unpredictable consequences.

The key principles of effective communication

The core objective is to anticipate, plan and manage perceptions associated with events, people or issues.

Analysis of potential areas of external interest should be prepared for reaction.

Both a reactive and a proactive approach are required.

Communication destined as part of any lobbying process needs to also clearly to have an external dimension as it will directly affect the perception of the industry.

Consistency of approach is vital.

Proposed ELC Communication Activities

Establish an effective long term (3-5 year) communication strategy for ELC which must be one which is constantly developing.

Undertake a “communication audit” of all existing material and activities to establish profile support.

Develop a concise, simple, public “mission statement” for the ELC outlining its core purpose and objectives.

Establish/enhance procedures for the development of an agreed “timely response mechanism” to manage creation, approval and issue of specific association/industry reaction statements.

Communication Objectives

Establish ELC as the European industry champion and authority

Ensure ELC seen as the “go to” for quality overview information at pan European level

Make ELC the first, easily accessible, European contact point for factual overview of our industry which currently may appear very complex for interested general information seekers

Strengthen existing proactive relationship with opinion formers and influencers with quality, support information

Communication Objectives

Support primary case - preserving our licence to operate

INFOCATION i.e. better inform and educate our target audiences

Use most effective vehicles to communicate messages and key facts

Build membership and Association credibility

Possible Target Audiences

EuropeanInstitutions

AndLegislators

Consumer&

OpinionFormers

Food Manufacturers

and Retailers

Health ProfessionalsAcademics +

ScientificCommunity

wide scope to communicate to and through

The changing business / consumer environment

Health and well-being

Desire for “natural” foods

Legislation on food safety – covering raw materials, ingredients, transport,distribution, retail, food products

Environment – input, processing, use, consumption

Sustainable / renewable

Globalisation of trade

Globalisation of consumer awareness, trends, demands

The changing business / consumer environment

More active / aggressive interest and/or pressure groups

More and more information and means of delivery

Economic drivers / factors for industry

Development of emerging consumer base

Increased cost & marketing advantage pressure by retailers

Stronger European Parliament

Planned Communication Development

Adopt flexible method, gradual build up approach

Accept this is a long term project over several years

Initial consolidation of information resources available externally

Upgrade website as the primary information resource

Review need for basic simple brochure – Association “calling card”

Review suitability of future staged, targeted information/lobbying events – e.g. Euro Parliament evening

Review other vehicles – media article placement etc

Review need for potential general PR campaign

Communication development – timeline

Review and upgrade website – September 2006

Review existing information sources – September 2006

Review, decide need for primary basic print material – October 2006

Review , decide need/practicality for possible EP events plan –November 2006

Review, decide other key message vehicles needed – Summer 2007

Review , decide if general long term PR campaign practical – Summer 2007

Communication - Mission Statement

One of the key elements was the need for a concise mission statement for the ELC which clearly summarises our positive purpose to the external world.

Identified key areas of interest for our industry and the main message we wish to associate with .

Statement was discussed,created, amended and approved by EXCO

The resulting mission statement can be commonly available supporting both a positive and consistent approach.

Mission Statement - developed

ELC Mission Statement – …  

ELC's mission is to improve public knowledge of the contribution food ingredients and additives make to the wider food industry; through clear factual understanding, among identified key European audiences including manufacturers, retailers, health professionals, regulatory authorities, politicians, scientists, teachers, students and consumers.

ELC Website - Review and Development

Whilst having been very effective at its launch a more interactive format is now required for future support and positive profile development .

The structure and site navigation elements need enhancing to make the site easier for visitors to find their way around.

More informative detail about the wide use and core value of additives & ingredients in industry and daily life is needed.

We need future flexibility to add relevant ELC news items as we wish.

Facility to analyse site statistics to be able to understand and focus on key interest areas is vital

www.elc-eu.org

Offers 13 English language pages and 30 language pages

(8 x French, 8 x German, 7 x Spanish, 7 x Italian)

No imagery or photography

Basic navigation and unclear sign posting

Extremely long pages

Uninviting, no interaction, not user friendly

No clear channels for differing audiences

Little or no statistical information available

Review of the current ELC website

Website development

Improve site structure

Re-define navigation, move pages, combine some pages and separate others, shorten where ever possible

Update the design and visual feel

Make the site look more like a professional organisation tool rather than an amateur web site

Add graphics and photography

Provide relevant but visually appealing content

Improve ELC contact points

Standardise the contacts, common ELC email addresses

Website development

Add a NEWS section

Provide latest relevant industry news. Communicate and provide a reason to return to the site

Re-evaluate the need for other language options

If not required this will save time and money

Begin to monitor and analyse visitor statistics

Website development

Re-assess the current content

Shorten where ever possible

Have text professionally re-written and above all…

Ensure it is current, accurate and of interest

Relocate some content to downloadable PDF format

Move older, out of date or lengthy items to secure PDF documents available in Archive for downloading

Introduce ELC managed web pages (NEWS, ARCHIVE)

Provide self-administered pages

Website development

Re-assess EU Approved lists

Develop a simpler system of locating and presenting the data on the page

Develop the USEFUL LINKS section

Look for and attract reciprocal links to improve user appreciation and improve search engine optimisation (SEO)

Introduce possible USER SPECIFIC sections

Unique information for Food Manufacturers and Retailers

Unique information for Government Bodies/Organisations

Unique information for Members

Website development

Provide an in-site SEARCH facility

To improve ease of use and further develop capacity

Search Engine Optimisation

To improve visitor traffic with a guaranteed Google listing and submission to over 400 search engines with automatic monthly submissions

Consider possibility of making the site self-funding

Possible to introduce small and unobtrusive advertising from interested organisations e.g. magazine publishers, website publishers, suitable services or suppliers

In overview the target is by September 2006 to ..

Launch the enhanced, redesigned site

Professionally re-write basic content sourced from existing member sites

Website development

Design and re-build € 5000

Professional writer re-work of existing material from approved sources € 3000

Annual hosting/management costs of new site

€250 per year hosting fees

@ €750 per year depending on amount of change required

Website development - costings

Conclusion - Future communication needs

Going forward we need to build on the strength we have already established

Our objective should be to enhance the “consumer friendliness” and real “necessity” of food additives and ingredients and to stress the vital part contribution they make to daily life – although not understood by most

Good, factual information to counter freely available mis-information

The health and environment debate is something we should enter where appropriate

Ultimately public opinion generates reactions which produce legislative or market pressure change, we should be prepared to influence when we have the opportunity

A sustained positive perception for our industry can only assist our long term aims.

Long Term