Background

The development of an effective communication strategy comes as a result of the organisation s action plan and is of significant importance for its work efficiency. RAM Maritsa developed, with the help of the LGI consultant Robert Muffin and before the start of the local government election campaign, a Communication Programme. The Programme covers the period within which the municipal management bodies would change. Main objectives of this Programme are to provide for continuity between former and new RAM General Assembly members; to improve the organisation within the Association and to create prerequisites for the development of better-quality services, without changing the organisation s mission.

Practice

Implementing its Communication Programme, RAM Maritsa is trying to raise public awareness about its activity. The following target groups are identified:
journalists;
citizens;
members of the Association;
partners.

The key message aimed at them is The social effects of RAM Maritsa activity . Various methods and forms are used to send the message across:
Round table with journalists from the region (discussing their recommendations and requirements);
Press conferences, publications, interviews;
Preparing addresses: by the General Assembly to the newly elected local authorities; by the General Assembly to the newly elected members of the General Assembly; by the Committees to the new members of the working structures;
Developing promotional material about the municipalities in the region;
Developing an Internet site and a CD about the region of Haskovo.

The round table topic NGO projects and their media coverage attracted journalists both with the detailed presentation of RAM Maritsa current projects and the discussion held on mechanisms that the journalists prefer to use in order to preserve their contacts with the Association. The event was also used to update the list of media contacts. Information and presentation materials were handed out to journalists, helping them to visualize the place that the organisation is holding in the public space, at the same time decreasing the possibility of misinterpretation or mistake.

A seminar Effective relations with mass media , building on discussions held at the round table, was conducted in September 1999. Immediately after the seminar two press conferences were given. One of them was devoted to the implementation of projects within the PLEDGE Programme, and the other one to the start of a project Measures for Fighting the Corruption within Local Administration in the municipality of Haskovo, implemented in partnership with the Foundation for Entrepreneurship Development. The activity of RAM Maritsa is covered in more than 10 articles issued by regional media, two publications in partner organisations bulletins, three TV and four radio interviews.

In order to develop an overall communication strategy, complying with the requirements discussed during the training held by the LGI consultant Kenneth Willer in October 1999, high quality presentation materials should be in place. Therefore RAM Maritsa focused on developing such materials and on improving its information policy.

Results

A database (including photo materials) and advertisement leaflets, presenting the municipalities from the Haskovo region in an attractive way. The material is published both in English and Bulgarian;
An Internet site: http://www.haskovo.spnet.net/Maritsa
CD presenting the specific features of tourism, economy, cultural and historical heritage in the Haskovo region.
A competition was held for projects improving the design of RAM Maritsa Bulletin. An Assessment Committee chose the best among five, Ms Silvia Beamish being a member of the Committee. The first issue of the Bulletin with a new design, new features and improved layout, is already a fact.