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program objective

go beyond.

strategic role of communication

Communication is a management function and a strategic tool that is vital for the implementation and the success of the program. It calls for cooperation and coordination within, between and among the actors involved in the management and execution of the program.

The Communication Strategy acts as a strategic framework and a basis for the communication of the Bridgeway Program during the whole program period. It forms an integral part of the program implementation and aims to ensure that program communications are well co-ordinated, effectively managed and responsive to the diverse information needs of the partners.


Communication Strategy is based on the following aspects:


Transversal approach essential for successful program implementation:

Communication is integrally connected to all parts and moments of the program implementation. The Strategy has three main phases and the measures (messages, target groups and tools) are accordingly adapted to them:

 

  • Program and call awareness (attracting applicants and quality projects)

  • Support for projects’ communication

  • Making program and projects’ achievements visible (facilitating capitalization)

 

Real commitment and cooperation of all actors: Communication must be seen as an essential instrument and not just as a simple compulsory add-on by all managing bodies and projects. Only when all actors are embedded by this idea and give importance to communication, the benefits of good communication are appreciated. The Strategy calls well for cooperation and coordination within, between and among the actors involved in the management and execution of the program. Bridgeway projects and partners have a vital role in this respect and the Strategy highlights this.


Targeted communication linking the appropriate messages and tools to the relevant target audiences. Strong and targeted communication stimulates project development, attracts quality projects and demonstrates their added value. At the same time, it ensures that the program and projects supported by the program are visible,
accessible and accountable to the partners.


Transparency rules are complied with at all stages: publication of calls, project selection, contract awarding, financial management, reporting, and project results.

 

Transparency on communication is ensured through:

  • Providing easy access to relevant documents, as well as information about the program requirements and administrative proceedings

  • Informing correctly, in due time, the potential beneficiaries upon the rules and procedures in order to ensure sound project implementation

  • Specifying the contribution of partners to the program and emphasize the partners added value

  • Showing where and how the funds are spent as well as the concrete achievements of the projects; publishing the lists of beneficiaries, the name of the operations and the amount of funding.

Evolution of communication throughout the program life

As the program evolves, so do the communication needs and activities. There are several phases of communication during the program’s life, which are directly related to the program’s general strategy: preparation, launching, consolidation, review, improvement and adjustment, focus and evaluation. Each of the phases has different priorities, uses specific methods and different tools.

The role of the Managing Partner

The responsibilities of the Managing Partner in relation to information and communication are:

 

  • Information and communication measures are implemented in line with the Communication Strategy

  • Activities receive the widest possible media coverage, using various forms of communication

  • A program launch event and an annual major information activity are organized

  • The list of operations is published in accordance with the legal requirements and is updated at least every 6 months

  • Updated information about program implementation is published, including main achievements

  • Information and communication tools, including templates in electronic format, are provided to help beneficiaries to meet their obligations

The practical application of the related tasks are carried out by the Operational Management, in charge, among others, of the following tasks:

  • Coordinates promotion activities and materials related to the program (such as conferences, info days, distribution of brochures and any other type of information material)

  • Organizes a major annual event to inform about the state-of-play of the program and its projects

  • Supports project generation and development through organization of events such as the LP seminars, etc

  • Manages the joint projects/partner search database

  • Manages the project application process: prepares and makes available documents necessary for project application and selection (general information on program and projects, standardized forms for project application and selection); provides information and advice to applicants, receiving, recording and checking the applications

  • Organizes workshops with the view to provide additional information and clarifications regarding the implementation of the projects (communication trainings, thematic events, etc.)

  • Contributes to the communication and capitalization on project results and supports the program in the dissemination of results in the partner states

  • Coordinates the Contact Points in their activities and plan some activities to be carried out every year.

In addition, Bridgeway puts at disposition a range of tools to support and reinforce the communication network, such as:

  • Information materials and project catalogs, containing clear, easy to understand data about the program

  • Program Visual Identity Manual including the rules to be followed

  • Communication toolkit specifically addressed to projects

  • Website and social media

  • Press materials

  • Online newsletter

  • Annual meetings

  • Personalised support where necessary, including lead partner briefings


The implementation of the Communication strategy is a horizontal task of all program staff members. This is ensured by planning and monitoring of the activities within the program by the Communication Manager, who is responsible for the coordination and implementation of the Strategy.

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