“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