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CHAPTER 13: COMMUNICATIONS
13.1 Communication Plan and target groups
A strategic communications plan has been compiled by the Managing Authority in order to promote the SRDP and demonstrate to the people of Scotland, including those who will participate directly, how the SRDP will support sustainable rural development. The communications plan shows how we will develop and deliver communication of the changed strategic focus of the new SRDP. The success of the SRDP will depend on adequate understanding and awareness among rural communities of the resources and opportunities offered through the Programme. The communications plan examines how the National Rural Network and the national and regional delivery bodies for the SRDP will work together to ensure effective communication of the Programme.
The Communication Plan aims to increase awareness of the Programme among the general public, but will be targeted at key groups:
- potential and final beneficiaries;
- economic, social and environmental development agencies, including those operating Structural Funds programmes;
- professional and representative trade and industry organisations;
- non-governmental organisations, including those promoting the natural and historic environment, equality between men and women and equal opportunities; and,
- environmental organisations in the public and voluntary sectors.
13.2 Actions to facilitate communication
The public will be informed about the opportunities provided by the SRDP through printed and electronic publicity material, including 'accessible' material to promote key messages and objectives of the SRDP. There will also be media briefings and articles in national and local press, a presence at national and local shows and events, and a devoted section of the Scottish Executive website. Information and publicity will also be disseminated through the National Rural Network and the regional network of offices that will provide secretariat functions for the SRDP. Such information will include the measures that are proposed and any modifications to the Programme during the 2007-13 period.
Potential beneficiaries will receive applicant guidance on the key objectives and operation of the SRDP and on the detail of the measures. Such guidance will be available in electronic and printed form, and will be backed up with workshops to explain to potential recipients and to advisers how the Programme and the specific measures will operate, including the application and assessment process.
All applicants will be informed by the Regional Project Assessment Committees about the outcome of their applications and, where successful, the level of Community funding as part of their awards.
The Managing Authority will ensure that all arrangements for communication of the SRDP meet the Community's specific requirements as set out in Regulation ( EC) No 1974/2006, Annex VI.
13.3 Communications Strategy Implementation Plan
The Communications Strategy aims to support transformational change in Scotland's rural communities. The implementation plan covers implementation of the Strategy for the 2-year period ending 31 December 2008. The table below outlines the communications activities to be implemented over this period. The Executive has set an indicative budget of €438,000 (from national resources) to take forward this work.
| Activity | Target Delivery Date |
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1 | Promotional display including leaflet at the Royal Highland Show 21-24 June | 21 June 2007 |
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2 | Leaflet for Royal Highland Show | 21 June 2007 |
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3 | Promotional Information Pack (covering all elements of SRDP) | 6 November 2007 |
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4 | SRDP web pages (front pages overview covering all elements of SRDP linked to detailed guidance and 2 way links to Rural Payments on line) | 1 December 2007 |
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5 | Publishing details of SRDP payments to beneficiaries (on SRDP web pages) | 30 April 2008 |
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6 | Guidance pack for LAG members | 13 July 2007 |
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7 | Single e-mail point ( HQ) managed by a Customer service desk team for SRDP enquiries | 1 December 2007 |
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8 | Media Strategy - Targeted local & national media briefings | From approval of the SRDP |
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9 | Podcast by Cabinet Secretary on SRDP web pages | From launch of SRDP |
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10 | Low key communication to On the Ground (PtG) family staff | 8 March 2007 |
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11 | Broad awareness raising seminars for Area staff | 8 & 9 March 2007 |
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12 | Broad awareness raising seminars for HQ staff | 10 & 17 May 2007 |
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13 | Regional Capacity-building: Broad awareness-raising Seminars (5) for Advisory networks, Enterprise Companies, Agencies & NDPBs & NGOs & Community Planning Partnerships | September 2007 |
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14 | In depth capacity building workshops for case officers with coordinator function - case studies through to approval stage | 11 October 2007 |
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15 | Workshops for all regional Project Assessment Committee members - understanding how to set regional priorities | 1,2 & 9 October 2007 |
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16 | In depth capacity building workshops (5) for all case officers - case studies through to approval stage | 23, 26, 30, 31, October and 2 November |
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17 | In depth capacity building workshops for advisors from public bodies | 6, 8, 12, 13 & 14 November 2007 |
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18 | In depth technical seminars (5) for advisory networks, agents representative bodies, NGOs etc | 4, 6, 7 &11 December 2007 |
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19 | Awareness raising seminars/public meetings (21) for potential applicants | 11 & 13 December 2007, then 22 January to 6 February 2008 |
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20 | In depth capacity building workshop for case officers with Co-ordinator function - case studies to cover post approval process | Late February 2008 |
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21 | In depth capacity building workshops (5) for staff from OtG family (case Officers) - case studies to cover post approval stages | During period late February to end March 2008 |
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22 | Workshop for RPAC members and their secretariats - understanding the assessment process | January 2008 |
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23 | SRDP ( SIACS II & On-line System) computer desk instructions and Staff training in use of IT systems to support Rural Priorities | January to June 2008 |
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24 | Local training for Case Officers on Rural Priorities - individual packages and options
March to September 2008 | March to September 2008 |
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25 | Interactive workshop for Local Action groups | During January 2008 |
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26 | Induction pack for new case officers and coordinators | May 2008 |
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27 | Induction pack for new RPAC members | May 2008 |
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28 | Professionally - produced DVD introduction to RDC - Rural Priorities | 7 December 2007 |
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29 | Quarterly e-newsletter available to subscribers once SRDP web pages fully operational (until then distributed as a pdf) | 30 March 2007 13 July 2007 30 September 2007 17 December 2007 |
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30 | Scottish Rural Network with link to UK Rural Network web based link to European Rural Development Network | 31 December 2008 |
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