Communication and Design Manual
2021-2028
Communication and Design Manual
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Communication and Design Manual - EEA and Norway Grants
Communication and Design Manual
Table of Contents
Introduction .................................................................................................................... 04 Communication guidance ............................................................................... 06 Information and communication requirements .................................................... 07 Communication tools ......................................................................................... 10 Slogan ............................................................................................................................... 11 Websites .......................................................................................................................... 12 Campaigns ...................................................................................................................... 14 Social media ................................................................................................................... 16 Photo material / Audio-visuals .................................................................................. 18 Publications .................................................................................................................... 22 Events ............................................................................................................................... 23 Making news.................................................................................................................... 27 Press releases................................................................................................................. 28 Sharing information....................................................................................................... 30 Boilerplate texts ............................................................................................................ 32 FAQ's ................................................................................................................................. 34 Visual identity .......................................................................................................... 35 Logo(s) .............................................................................................................................. 36 Logo use ........................................................................................................................... 39 Typography ..................................................................................................................... 47 Colours ............................................................................................................................ 48 Grid ................................................................................................................................... 50 Commemorative plaque .............................................................................................. 52 Posters, billboards and roll-ups ................................................................................. 54 Promo material .............................................................................................................. 56 Newsletter ....................................................................................................................... 58 Presentations .................................................................................................................. 59
Publisher: Financial Mechanism Office Editor: Gunnar Hörður Garðarsson Design: Meijer + Walters
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Introduction Communication and Design Manual
Purpose of this manual: This Communication and Design Manual has been prepared by the Communication Unit of the Financial Mechanism Office (FMO), which acts as the secretariat of the EEA and Norway Grants. The manual is a practical tool for everyone involved in the Grants, providing guidance on effective and strategic communication in line with the regulatory requirements. for the Donor States, and highlights opportunities for cooperation and partnerships. It also supports efforts to address key challenges in the Beneficiary States that reflect the priorities of the Grants, including climate change, social inclusion and democratic resilience. These efforts contribute to the shared goal of working together for a green, democratic and resilient Europe. Communication is a key part of this joint effort. It promotes transparency, raises public awareness, ensures visibility The EEA and Norway Grants represent a financial contribution from the Donor States: Iceland, Liechtenstein and Norway. The objective is to reduce social and economic disparities in Europe and to strengthen cooperation with the 15 Beneficiary States. Since the Grants were established, thousands of projects and programmes have been implemented, delivering tangible results and building lasting partnerships.
The manual includes: •
An overview of communication requirements based on the Regulations on the implementation of the EEA and Norwegian Financial Mechanism 2021 to 2028, with a focus on visibility, transparency and results. This includes the obligatory requirements set out in Article 1.7 on visibility and Chapter 3 on information and communication. • A clear outline of roles and responsibilities in communication, specifying what is expected from each actor involved in the Grants, from the Donor State to project promoters. • Strategic advice and practical tips for planning and delivering effective communication across a wide range of channels, including social media, websites, publications, events, press activities, campaigns and visual storytelling. • Detailed technical guidance and requirements on the correct use of logos, visual identity, commemorative materials and other branding elements, with templates and examples to support consistency. • Practical tools and checklists to assist with everyday communication tasks, such as writing for the web, managing events or developing printed materials.
Disclaimer
In addition to guidance and best practices, this manual contains detailed communication requirements as foreseen in Article 3.1.3 of the Regulations. It also contains references to and interpretation of other provisions in the Regulation. In case of a discrepancy between provisions in the Regulation and the contents of this Manual, the Regulation shall prevail.
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Communication and Design Manual
What to communicate All stakeholders have a responsibility to ensure clear and consistent communication about the EEA and Norway Grants. This includes: • The purpose, common values and priorities of the EEA and Norway Grants, including the shared goal of reducing social and economic disparities and working together for a green, democratic and resilient Europe. This manual is intended for everyone involved in the development, implementation and management of EEA and Norway Grants projects and programmes. All participating entities share responsibility for carrying out information and communication activities, and are expected to follow the guidance and requirements set out in this manual. Who is it for? To achieve the best results and value from communication activities, it is important that all partners involved in the EEA and Norway Grants communicate in a consistent and coordinated way.
Regulatory requirements The obligatory requirements for communication activities are outlined in the Regulations on the implementation of the EEA and Norwegian Financial Mechanism 2021 to 2028: • Article 1.7 : Visibility • Chapter 3 : Information and Communication These requirements must be taken into account when developing communication strategies and plans, and when managing communication activities. All communication materials related to the EEA and Norway Grants must comply with the standards set out in this manual. The term “EEA and Norway Grants” 1 is the official brand name of the financial mechanisms and should be used in all communication. Communication objectives Our communication objectives should always support and contribute to the achievements of the two overall objectives of the EEA and Norway Grants: 1. Reduction of economic and social disparities in the European Economic Area 2. To strengthen bilateral relations between the donor countries and the beneficiary countries Where can I get more information? National Focal Points, International Partner Organisations, Programme Operators, Fund Operators and Donor Programme Partners should contact the Financial Mechanism Office (FMO), the secretariat of the EEA and Norway Grants. Email: info-fmo@efta.int Project promoters and Donor State project partners should
•
The added value of cooperation , highlighting partnerships and exchanges between entities in donor and beneficiary countries.
• The role and contributions of the Donor States: Iceland, Liechtenstein and Norway.
• Funding opportunities , calls for proposals and partnership options available under programmes and projects. • The activities, achievements and impact of supported programmes and projects, especially through storytelling and visual material that makes results tangible and accessible to a broad audience. Communication should always be accurate, transparent and tailored to the intended audience, whether that is the general public, media, civil society, local communities or other stakeholders. This manual provides practical guidance to help ensure that key messages are delivered clearly and consistently.
contact the relevant Programme Operator. Visit www.eeagrants.org for contact details. Let the public know
Informing the public about how to apply for funding and what has been achieved with the support of the EEA and Norway Grants is essential for transparency and accountability. It also creates opportunities to share best practices and continuously improve projects and programmes.
1 "EEA Grants" for Greece and Portugal.
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Communication guidance
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Communication guidance
Information and communication
The communication activities under the Grants involve people and institutions in many countries. In order to communicate effectively, the Information and Communication chapter of the Regulations on the implementation of the EEA and Norwegian Financial Mechanisms 2021-28, complemented by this manual, provides a common set of references to: • Create a consistent and comprehensive message; • Meet the need for factual information on programmes and projects; • Convey the values of the overall grant schemes. Benefits of communication – A shared responsibility Transparency and accountability : ensure that the public is informed about how the funding is spent and helps limit the potential for misuse that might arise from insufficient access to information. Openness and accessibility : a large web of actors on the ground makes it possible to better communicate opportunities for applying for funding and engaging in partnership projects. Not just process, but results : those involved in the project or programme have the best knowledge about the results and achievements and are thus best placed to communicate impact and results to national, regional and local audiences.
Roles and responsibilities There are several actors involved in the implementation and communication of programmes and projects supported by the EEA and Norway Grants. These include National Focal Points, Programme Operators, Fund Operators, Donor Programme Partners, Project Promoters and other relevant stakeholders. Each actor has specific roles and responsibilities, including obligations related to communication and visibility. The full list of responsibilities and requirements for the various actors is outlined in Chapter 3 of the Regulations on the implementation of the EEA and Norwegian Financial Mechanism 2021–2028. This Communication and Design Manual is intended primarily as a guidance document for National Focal Points, Programme Operators and Project Promoters. It provides the tools and instructions needed to ensure communication efforts are strategic, consistent and in line with the regulations. At the same time, the manual is also designed to be a practical and useful reference for anyone involved in communicating about the EEA and Norway Grants. This includes partners, stakeholders, contractors, and others who help inform the public, raise awareness and ensure visibility for the Grants and the Donor States. Clear communication, coordinated across all levels, helps ensure the visibility of the Grants, highlights results, and strengthens the cooperation between the Donor States and the Beneficiary States.
On the following pages, you will find useful checklists.
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Communication guidance
Communication checklist - National focal point 2
Checklist programme operators 3
Highlight the assistance from Iceland, Liechtenstein and Norway
Highlight the contributions from Iceland, Liechtenstein and Norway
Emphasise bilateral cooperation
Emphasise bilateral cooperation
Regularly feed ongoing communication activity information upwards to the NFPs
Designate a contact person for communications
Report to the NFP annually on the implementation of the communication strategy and the communication activity plan
Develop a communication strategy (template in GrACE)
Report on the implementation of the communication strategy (annually in the Country Report in GrACE)
Take part in the NFP communication network
Submit a communication activity plan for the year and report on the previous year (annually in the Country Report in GrACE) Maintain a website for the NFP and the POs communication on the Grants (Platform provided by FMO)
Coordinate activities with DPP, NFP, FMO and donor embassies on any major activities to allow for participation and cooperation
Ensure that Project Promoters fulfil their communication obligations
Develop a communication strategy (template in GrACE)
Be active on social media
Create and coordinate a communication network for the POs
Organise at least two major events
Manage PO web area on NFP website and contribute content regularly to the website
Ensure that POs fulfil their communication obligations
Organise at least two major events – launch and closing events
Provide information on calls, conditions, procedures, etc. on the website
Coordinate all major activities with donor embassies to allow for participation and cooperation
The PO shall ensure that photo and video material is uploaded to the media library
Evaluate your communication activities annually
2,3 See Article 1.7 and Chapter 3 of the Regulations on the implementation of the EEA and Norwegian Financial Mechanism 2021-2028 for the full list of requirements.
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Communication guidance
Checklist project promoters 4
For projects funding physical objects (e.g. infrastructure, equipment, construction)
General communication requirements (applies to all projects):
If your budget is over EUR 100,000:
Highlight the support from Iceland, Liechtenstein, and Norway
Install a billboard during implementation at the project site (follow the Design Manual)
Emphasise bilateral cooperation with Donor State entities
After project completion:
Replace the billboard with a commemorative plaque within 6 months
Inform stakeholders about the project’s goals, progress, results, and donor support
Ensure project participants know the project is donor-funded
Share updates and information with the Programme Operator
Provide project information online (website and/ or social media)
Requirements based on total project budget
If your project budget is over EUR 500,000:
Submit a communication strategy to the Programme Operator within 3 months of contract signature
Report on the implementation of the strategy
If your project budget is over EUR 1,000,000:
Organise at least one communication activity on progress, achievements, or results
4 See Article 1.7 and Chapter 3 of the Regulations on the implementation of the EEA and Norwegian Financial Mechanism 2021-2028 for the full list of requirements.
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Communication tools
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Slogan Communication tools
Working together for a green, democratic and resilient Europe
The slogan may be used in black, white or with the colours green, democratic and resilient.
Requirement
“Working together for a green, democratic and resilient Europe” is the overarching narrative of the EEA and Norway Grants (2021-2028) that must be used by everyone involved in communicating the Grants.
This framework branding is flexible and may be adapted when communicating different programmes, projects and initiatives. You may use the slogan with the logo(s) on the web, social media, videos, publications, posters, etc. It should also be used in oral communication of the Grants such as in presentations, speeches and when talking about the Grants to e.g. journalists among others. The slogan should be integrated into communication strategies and plans. In short, this is what we are doing together through the Grants. Using it will help us communicate consistently. All your communication activities should fit within this overarching narrative.
The slogan may be adapted as follows:
Working together for a green Europe Working together for a democratic Europe Working together for a resilient Europe Working together for a green and resilient Europe
You may translate the slogan into your local language when necessary.
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Communication tools
Websites
Requirement
Your website will be the first entry point for the majority of stakeholders looking for information about projects and programmes. On your website, you should provide news and updates on your activities, opportunities for partnerships, ongoing projects and programmes, and the results and impact of the projects and programmes. Here, you can upload photos and share other content which might be interesting for your users. You should also add contextual information, including background information about the EEA and Norway Grants, the contribution by the donors, and cooperation with partners. Writing for the web: Web writing is quite different from writing for print or internal (organisational) writing. Most people scan webpages instead of reading every word, and they remember less of what they read if there are no visual elements. Website solution provided by FMO: The Financial Mechanism Office (FMO) will provide a website solution for the National Focal Points (NFPs). This centralised solution ensures consistency and ease of use across all entities involved in the EEA and Norway Grants. The Programme Operators will make use of the NFP managed website to communicate and should not maintain another website for the purpose of communicating about the Grants. 5
Entities involved in the communication of the EEA and Norway Grants are required to provide information about the project/programme, the Grants, and the contribution from the donor countries on the web.
5 Fund operators commissioned by the FMO to operate specific programmes or projects in the beneficiary states will make use of a website solution provided by the FMO, and connected to the relative beneficiary state, to communicate about their work for the Grants.
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Communication tools
Checklist for web writing:
Get to the point fast: Present relevant information early and keep it simple.
Brand names: Remember to use the brand names EEA and Norway Grants on the web.
Short, but sweet: Keep webpages to half the length of a paper equivalent. Long reads should only occur if the text is exceptionally well written. Concise Information: Break up the text using paragraphs, subheadings, and keep the paragraphs short. Write to be found: For search engines to find you, use strong keywords in titles, subtitles, and add hashtags by topics. Text and Photo: Ensure text and accompanying photos correspond and leave a coherent impression. Make sure you always have a good photo accompanying the heading.
Audience: Remember who your audience/target groups are. Are you writing for the general public or experts in your field?
Avoid jargon.
Tips for websites:
Inform other organisations: Remember to inform other organisations involved in the implementation of the Grants about your website or webpage address. Visual elements: Use original content and high- quality photos. Check the EEA and Norway Grants media library for available photos. Engagement: Include elements like embedded tweets, bolded important elements, and videos to engage readers. Evaluation: Regularly evaluate what captures readers’ attention and what can be improved. Consider the timing of your publications to maximise impact. By following these guidelines and utilising the provided website solution, NFPs and POs can ensure their online presence is effective, engaging, and aligned with the overall communication strategy of the EEA and Norway Grants.
Link to lead: Ensure your links lead to active sites and that your links are working.
Be creative: Instead of writing “Read more here,” try for example, “Interested in Poland? Here is a story on how a small team made a great effort in changing unhealthy attitudes towards women.” Always link: It is not given that a reader enters through the front page. Always link to other relevant articles or postings.
Be credible: Keep the content objective.
Active voice: Use actionable language, not passive voice.
Tenses: When possible, write in the present tense to reduce the need for updating.
Fonts and format: Avoid clever formatting, colours, capitals, underlining, or italics.
Be logical: Think like your readers and consider what they need.
Be accurate: Always check your work for mistakes and do not rely too much on the spell-check function of your software. Proofread each other’s texts.
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Campaigns Communication tools
One successful example is the #OurStories campaign, coordinated by the Financial Mechanism Office (FMO). #OurStories showcased the real-life impact of the Grants through powerful personal stories, highlighting the people, communities, and projects that benefited from the Grants. While the campaign was centrally managed, it was also amplified nationally by Beneficiary States, who adapted and shared the content locally, or created their own material using the same theme and visuals. This model allows for flexibility while maintaining coherence and visibility for the Donors. and give visibility to the values and contributions of Iceland, Liechtenstein and Norway. Campaigns work best when they are aligned with strategic communication goals and paired with strong storytelling. Communication campaigns are one of the most effective tools for raising awareness about the EEA and Norway Grants and showcasing the impact of the Donor States' support. They can help shape the narrative around a priority issue, reach new audiences,
Using campaigns in your communications
Be intentional: Don’t launch a campaign just for the sake of it. Make sure it supports a communication priority, whether it’s promoting calls and/or priorities, celebrating a milestone, or sharing results.
Think in waves: Plan for a launch moment, a main phase with regular content, and a closing that highlights the impact. Keeping momentum across time makes the campaign more visible and memorable.
Use multiple channels: A good campaign works across platforms, your website, social media, newsletters, events, even press. Make sure all your assets and messages are consistent and reinforce each other.
Tap into emotions: Highlight the human side of the story. Focus on the people behind the projects, the problems being solved, and the lives changed. Emotive content gets shared more and remembered longer.
Engage others: Invite partners, donor embassies, project promoters and stakeholders to join in. Give them campaign hashtags, sample posts, and visuals to make it easy to participate.
Localise smartly: You don’t need to translate everything. Pick the stories and visuals that are most relevant to your audience, and adapt them when needed. A local touch can go a long way.
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Tips for campaign success
Keep it visual: Invest in quality photos and short videos. People scroll fast, your content needs to grab attention quickly.
Use a clear hashtag: A memorable hashtag helps people follow and join your campaign. Use #OurStories and others consistently to build recognition.
Track and evaluate: Set measurable goals before launching (for instance, reach, engagement, traffic, press coverage). After the campaign, review what worked and what didn’t.
Reuse and adapt: A campaign doesn’t have to be a one-off. You can revisit and repackage content for later use, especially for special events, new calls or milestones.
Coordinate early: Cooperation with local Donor State embassies is essential, as joint campaigns with Beneficiary States have proven highly effective. Early coordination ensures smoother collaboration, stronger messaging, and greater visibility. If you plan to join an FMO- coordinated campaign, please inform them in advance to ensure alignment and maximise impact.
Toolkits
When relevant, the FMO will publish ready-made campaign toolkits, including visuals, templates, strategies and guidelines on its website. These are free to use and can help ensure a common look and feel across countries, while saving time and resources. We encourage all our communication stakeholders to actively use these campaigns, adapt them to their local context, and help amplify their reach across channels.
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Social media Communication tools
Social media presence is a requirement for the National Focal Points for the 2021-2028 funding period. Other entities involved in communicating the Grants, such as Programme operators, project promoters, and partners from the Donor States are strongly recommended to use social media in their communications. Project promoters are required to communicate about their projects on the web and/or on social media. Social media can be a very cheap and accessible tool for reaching people online. You can use it to increase awareness about your project or programme, generate discussion, and drive traffic to your website.
Requirement
Be strategic and remember that you do not need to be everywhere. Avoid spreading yourself too thinly and instead focus on keeping a high-quality presence on selected social media channels. Before joining a specific channel, identify how it fits into your wider communication strategy. Points to keep in mind when selecting a channel:
Set a clear objective: Identify what you want to achieve with your social media presence. Having a clearly established aim will help you narrow down the platform(s) where you should focus your efforts. This will also help you stay focused when producing content.
Give thought to the content: Not all social media channels work in the same way. Have a look at what kind of content is favoured on the channels you have selected (photos, videos, live videos, infographics, articles, etc.) and set up customised content and posting strategies for each channel. The strategies outline what you should post, how you should do it, and give a clear line of direction to everyone on your team.
Find your audience: Identify who your audience should be. Is it the general public in a given country, politicians and policymakers, media, professionals in a specific field, or young people? Make sure to select the right platform where you know you will be able to find and engage with your target audience.
Define your voice: Social media allows you to communicate with your audience in a more informal way than traditional media. Define your voice and tweak it according to the selected channel (some channels allow for more playful language and emojis).
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Communication tools
Tips on social media
Be friendly and helpful: Seek out interaction with your audience. Encourage them to participate in discussions and answer their questions and comments in a friendly manner.
Don’t feed the trolls: If you get negative comments, give factual responses in a calm manner. For example, if someone alleges a misuse of funds, direct them to a website where they can report it. Remember that abusive, racist and hateful comments should never be tolerated – do not hesitate to block and report such users.
Set goals and evaluate: Take a look at the statistics and evaluate your work. Are you meeting your goals (such as reaching your desired audience, driving traffic to your website, etc.)?
Don’t be afraid to try: Be open to exploring and testing new ideas. Social media is constantly changing so some things that did not work yesterday might work well today.
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Photo material / Audio-visuals Communication tools Photos, videos and other graphics are powerful tools which bring life to your communication work. Good photos and videos quickly grab people’s attention and can therefore convey key messages to your audience in a fast and efficient way.
Infographics can be useful for conveying complex information in a simple way. Visual content is an essential part of social digital platforms.
The media library
Requirement
For the media library to be a valuable and effective resource, contributions are needed from all those involved in the EEA and Norway Grants — including the Donor States’ foreign ministries, the FMO, Embassies, National Focal Points, and Programme Operators. The media library should highlight the impact and diversity of the Grants. This means prioritising visuals that tell the story of the Grants — particularly images of supported projects in action and the people they benefit. Be mindful of representation and inclusion in your visuals. Consider how gender, race, and other aspects of identity are portrayed. Use images to describe the impact of the Grants — not to stereotype or define individuals.
Programme Operators shall ensure that photo and video material from a selection of projects is uploaded to the media library.
The POs should encourage all project promoters to upload photos and/or videos related to their projects to the media library on a regular basis.
For more information, see the full Media Library Guidance.
Good examples include:
However, not all visuals are suitable for the media library. Please avoid uploading in bulk images that do not add communication value, such as:
High-quality images that show specific projects
Photos that include people and capture human interaction with the project (e.g. visitors in a restored museum)
Generic photos of people sitting in meeting rooms (we already have plenty)
Staged group photos of officials in front of supported projects
Key events such as national and programme launches, closings, or MoU signings
Low-resolution or poor-quality images
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Communication tools
Photos
Make sure to take plenty of photos during your project; this will make it easier for you to communicate your results. Note wthat photos of meeting rooms are not the best choice for getting people interested in your project. Instead, focus on action-filled photos showing people and places that have been directly impacted by the Grants. These could be people benefiting from a new service, visitors attending a cultural performance, or new equipment being used. Before-and-after photos can also be a good way to illustrate the results of your work. Some projects are more difficult to photograph than others. This could be due to their sensitive topic or technical nature. Be creative and adapt the photos accordingly, for example by not showing the faces of vulnerable people. Always ask for consent when photographing people. Make them aware of how you may use the photos (online, publications, reports, media, etc). Be especially cautious when photographing children and vulnerable people. Written consent may be needed when photographing children and vulnerable people. Low resolution photos can work well online, but professionally printed products, such as brochures, require high-quality photos (300 dpi). You can set the resolution quality when you download the photos from your camera or phone to your computer. Browse the EEA and Norway Grants media library at www.eealibrary.org. Most of the photos showcase the work of the Grants in our beneficiary countries, while others are of a more general nature. The photos are free to use for our stakeholders. All stakeholders in the Grants may get a user account, which will enable you to download photos. Follow the Sign-up process in the media library to create an account. When using other people’s/institutions’ photographs, make sure you secure the right permission and that you credit correctly the photographer and/or the institution that owns the rights to the photograph.
Keep close Getting close to your subject can result in much more powerful images.
Use gridlines Digital cameras and phones offer the option of displaying gridlines when taking photos. Placing your subject on the lines and their cross-sections will result in a stronger composition of your photo (The Rule of Thirds).
Find new perspectives Taking your photo from a different angle – such as from the side or above – can give it more depth and make it stand out.
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Communication tools
Videos Videos are essential for good online communication. In today’s digital and social media-driven world, video content is one of the most powerful ways to tell stories, showcase impact, and engage audiences. Whether for websites, social media, events, or internal presentations, a well-crafted video can significantly amplify your message.
Plan with purpose: Before creating a video, define where and how it will be used, different platforms have different technical requirements and audience expectations. A single video might need several versions: vertical for Instagram Stories, square for Facebook, widescreen for YouTube or websites, TV, presentations etc.
Online resources and freeware: You don’t need a big budget to produce great content. There are many free or low-cost tools and resources available: • Stock libraries for royalty-free photos, videos, and music (e.g. Creative Commons, Pexels, Pixabay, Unsplash) • Editing software for photos and videos (e.g. Canva, CapCut, DaVinci Resolve) • Tutorials and templates to help you plan, shoot, and edit your content effectively Investing time in learning basic video editing and planning will go a long way and can dramatically improve the visibility and impact of your communication efforts.
Use subtitles: The majority of videos played on social media are viewed on mute. Consider placing all important information into on-screen text or subtitles so it does not get lost to the viewer.
Get straight to the point: Grab the viewer’s attention within the first few seconds, otherwise they will tune out. Use your first seconds wisely – do not waste them on overly long intros.
Keep It short and impactful: Attention spans are short. Aim for dynamic, engaging clips that are ideally under 60 seconds for social media. If you have longer content, consider editing it into shorter segments to share in a series or adapt for different formats.
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Communication tools
Tips on photos and audio-visual materials
Share your productions: Project promoters should send photos and videos to the Programme Operator, National Focal Point or FMO. Or upload them directly to www.eealibrary.org. Having access to good photos and videos will make it easier for them to highlight the achievements of your project. Share your material with (donor) partners and the FMO as well. POs should share material with the NFP and vice versa. Get written permission: Make sure to get permission to use photos, videos and other materials provided by others. Also remember to establish who should be credited for the material and credit them when you publish the photo/video. POs should share material with the NFP and vice versa. Captions: Make your captions detailed. Is there a person in the photo? How is that person connected to the project? Do you know their name? Age? Detailed captions are a good way to give interesting bits of information about your project. Ask for caption suggestions for photos others send you.
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Publications Communication tools
As with any other communication material, the first question you need to ask yourself is who you want to reach and what you want to communicate to that audience. Once your audience and message are clear, carefully consider which type of printed material best suits your needs.
Produce publications to share a message and have a plan on how they are to be used. This does not only include a clearly defined audience and target group, but also a distribution plan and a vision of how the publication will work with your other communication activities. Short leaflets and fact sheets can be a good option when you want to give a quick introduction to your project or programme or the EEA and Norway Grants in your country. Keep it simple and highlight results and achievements. Consider producing the publication in a foldable pocket- size format which can be printed in the office. This can reduce production costs, and the small format will make people more likely to pick up the publication. Larger publications are more suitable when you want to do an in-depth coverage of your work. This could be a final brochure or a book summarising your programme/project.
Requirement
Remember to use the brand names EEA and Norway Grants in all publications.
Tips on publications
Use pull-out quotes and visual illustrations, such as infographics, to display figures and key facts.
Use sharp, high-quality photos whenever possible.
Avoid jargon. Instead, keep your language simple and to the point.
Avoid cramming in too much text. Adding breathing space will make the information easier to read.
Requirement
Remember to include the relevant EEA and Norway Grants logo(s) and information about the financial support from Iceland, Liechtenstein and Norway in all your printed publications.
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Communication tools
Events
Requirement
Organising an event is an excellent opportunity to showcase progress and results of programmes and projects supported through the EEA and Norway Grants. The first step to organising any successful event is to understand who you want to reach and what message you want to communicate. Once you have targeted the right audience and defined what you would like to communicate, it will be easier to find the right format for your event. Organise events that your target audience and/or media will find interesting to attend and deliver a programme that is relevant and memorable. Spend some time thinking of who you would like to invite. Think about your target group(s), how to reach them and what you would like to communicate with. If organised well, the event would ideally raise public awareness and inform participants about the contribution and role of Iceland, Liechtenstein and Norway. The format of the event may vary from a launching or closing event for your programme or project to a conference, workshop, seminar, press conference or a public or press visit to projects, in order to see what the Grant recipients do and how they are working in practice. See the following pages for more tips.
Most entities covered by the Communication and Design Manual, such as the National Focal Points, Programme Operators, Fund Operators and project promoters, are required to carry out a certain number of information activities on progress and impact, according to Annex 3 of the Regulations.
Requirement
Make sure that participants at events you are hosting are made aware that the activities are supported by Iceland, Liechtenstein and Norway through the EEA and Norway Grants, and that the objectives of the Grants are to contribute to reducing social and economic disparities and strengthening bilateral relations with 15 EU countries in the EEA. Remember to include information about the financial support in all printed material and publications (see the section called ‘Publications’ on page 22).
Requirement
The relevant logo(s) should appear on all material.
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Communication tools
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Public events
Tips on events
Make sure you invite journalists, media representatives and others who are involved, interested or important to your programme or project. A short and concise briefing, a debate or an open day at the location of your activity may be a good way of briefing local authorities, civil society representatives or students (or whoever else you are trying to reach). Depending on your programme or project results, there are several options for activities on progress and impact. If your programme or project involves visual elements or improvements to buildings, for example, you may want to invite local residents to come on a guided tour or host an event at your premises. If the results of your programme or project are less tangible, such as research findings or enhanced skills among public employees, you could consider a workshop, seminar, or round-table discussion to share and exchange new expertise and knowledge. An information campaign initiating a debate on the topic could also be an option. For your programmes, you could consider a series of presentations and information events to reach a wider audience throughout the country. If you organise a public event - depending on the message and format - it might be relevant to invite the media. If you do so, carefully consider which media would be most interested and make sure you provide the journalists with sufficient information and help them get in touch with relevant people they could interview (see the sections called ‘Dealing with journalists’ and ‘Press releases’ on pages 27 and 28). Another method of engaging people is to arrange a competition, such as an essay competition for pupils or students, a quiz on social media channels, a photo or drawing competition, or asking for short videos portraying your activities or the relevant issue. The winning contributions could be exhibited online on your website, on social media channels, or even displayed in your offices or any other appropriate place.
Be creative When planning events and activities. Think outside the box! Organise your event as part of a larger event, work together with other relevant organisations or present your programme or project at a festival.
Promote through online platforms Use your website and social media channels to raise awareness of your event. Ask relevant partners and entities to do the same. If it is a major event, consider campaigns on social media to engage people and attract participants.
Promote with Print and Branded Materials Consider producing printed material and/or promotional items. Leaflets and fact sheets can be a good option when you want to give a quick introduction to your work. Remember to include the relevant logo(s) on all material.
Hashtags For major events, use hashtags. Create a short, unique, and memorable hashtag that can be used across all the major social networks. Use the hashtag well in advance, and make sure that the audience knows - and uses - the hashtag! Remember to use the #EEANorwayGrants as well.
Presentations Present your programme or project through an information stand or presentation at other relevant events. Make sure you select managers and key staff with expertise to make presentations at important events. Communicate the programme or project objective and achievements to an interested - and relevant - audience.
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Communication tools
Press visits to projects
Press conferences
Journalists need to talk to people and visit places to make their stories. A trip to a project to see what you are supporting and talk to the people benefiting from it can help attract press attention to your project. It is important that journalists can photograph someone doing something, not only people behind desks. Try to put yourself in the journalists’ shoes and propose something that could be interesting for them. Is there an activity taking place under the project that you can invite journalists to and that they can take pictures of? Is there a person affected by or involved in the project that has a good story of change that could be interesting for the journalist and that illustrates the achievements of the project? If possible, make sure that the people whom you want the journalist to interview are informed in advance.
Holding a press conference can be a good way of getting your message out to a wider audience. However, you should only hold a press conference when you have some newsworthy information to present. Make sure to prepare your messages well. Using elements of storytelling can make your message more relatable. Choose a speaker who is experienced and comfortable with the media and who will be available for further interviews afterwards. Journalists may come to your press conference if the speaker is someone, perhaps high-level, who is not normally available for the press. Prepare the speaker for possible questions that may be asked. Make sure you allow time for both the presentation and questions from the press. Having a moderator is a good idea. Invite journalists that you think could be interested in the topic you will present. Sometimes it is not the main national news organisations that will cover your story, but specialised newspapers or regional/local news outlets. Choose the right time and place for the conference so that the journalists have time to make today’s deadline (early in the week and the day) and can get to the place easily. Alternatively, organise the press conference in an interesting place that is normally not open to the public. You may want to prepare some background information, including statements, a press release (see the ‘Press releases’ section on page 28), supporting visual material, etc. This can be helpful for reporters. Make sure the technical equipment that media outlets need is available.
Tip on press visits to projects
Visuals & Quotes Strengthen Stories Visual elements and quotes from people impacted by the support from the EEA and Norway Grants will help the journalist create a compelling story.
Tip on press conferences
Prepare & Share • Have a message and be prepared for other questions that might come up. • Post updates from the press conference on your social media channels.
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Communication and Design Manual - EEA and Norway Grants
Communication tools
Making news The existence of a project is not news in itself. Your best asset is good content. So be creative and develop at least two angles to ‘sell’ your story to journalists. The tips in this section are particularly relevant for your press activities, but also important to remember when developing other communication materials. Always ask yourself the question: Why would someone want to read about our project or programme in the newspaper or watch something about it on television? There is obviously no way to guarantee media coverage, but the ideas in this manual will help you to maximise your potential and tailor your efforts to attract attention. Media interest tends to be low when the communication activities are focused on the process, the bureaucracy and the details of the projects. These are important factors for any project but boring for journalists and hence you require more creative measures.
Prepare for interviews: Prepare possible answers to anticipated questions (ask if you could have them in advance). Consistent line: Remember what you want to communicate, so develop internal ‘question and answer’ sheets to distribute to staff/colleagues who may be interviewed. No jargon: Try to think of the simplest way of saying what you want to say in printed form or on the phone with journalists. Always comment: Never say ‘no comment’ to journalists; it sounds like you are hiding something. If you do not feel qualified to answer on a sensitive subject, say you will look into it or arrange for the journalist to speak with the right person to comment. Ask for a readback: This is a convention where you may ask the journalist to be given the chance to ‘read back’ the way (s)he has quoted you - direct quotes are where your words are in inverted commas “like this” and indirect quotes paraphrase what you said - and to check the facts (heavy rewrites or style changes are not appreciated by journalists). Proactive follow-up: Offer to review any complicated material or issues with the journalist prior to its appearance - just like you, the journalists want to get the facts right. Also follow up with the journalist if new information develops that change what you have said or communicated in the past.
Basics of news making, ask yourself ...
• What is really newsworthy/what does the target audience need/want? • If your story is complicated, how can you simplify it? • Does the story have one or more angles that might interest a journalist? • What is unusual, spectacular or surprising about the story that might trigger interest? • What is happening locally, regionally or nationally that the story can be tied to? • How does my news matter to the readers/viewers/ listeners? • What is the most effective medium or combination of media for my story (TV needs strong visuals, radio needs sounds/ music/interviews, print usually needs more in-depth material)? • And at a time when we are all publishers, do you need the media, or can you publish and spread the story yourself?
Stay connected: Make sure to add your media contacts to your social media platforms.
Dealing with journalists
The key to developing a good relationship with the media is accessibility, cooperation and credibility. If you can provide the media with useful and accurate information that caters to their needs, you will gain their trust and foster mutual respect. It is a good idea to publish newsletters on a regular basis, preferably when you have news or information to communicate. Another useful tool that you could create is a fact sheet. Typically, A4 two-sided fact sheets provide fast background information on your programme or project for journalists to consult. It might also be a good idea to create a stock of likely ‘questions and answers’ which could double as frequently asked questions on your website.
Checklist for journalist contacts:
Call first: Phone the media organisation first - you can find out who is most likely to be interested or the appropriate person to contact. Build relations: Personal contact over time is more likely to lead to contacts that are willing to listen to your requests. possible answers to anticipated questions (ask if you could have them in advance).
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