Thematic report on a communication strategy
The document aims to assess the consistency and effectiveness of NRDP Communication Strategy activities and tools for different target audiences.
- Italy
- 2014-2022
- Cross-cutting impacts
The thematic evaluation report is carried out in the framework of the independent evaluation service of the 2014-2022 National Rural Development Plan (NRDP) and covers the implementation period from 2017 to 2021
The scope of the evaluation is the assessment of the communication strategy implemented within the plan focusing on: a) the level of appreciation of the information aimed at potential beneficiaries and the general public; and b) the capacity of the tools activated and the information conveyed to make the various users more aware and autonomous in selecting the opportunities offered by the programme.
The analysis adopts a qualitative method based on the analysis of secondary data collected from the main programming and implementation documents shared with the Managing Authority (MA) and statistical analysis of primary data collected by direct survey. The judgement is articulated on the basis of the four fundamental concepts of the communication strategy that represent the main lines of action:
- Dynamism: The information must reach the recipient and be continuously updated in a way that retains the recipient's interest.
- Integration: The different communication channels must convey the information in a manner that is tailored to the target audience.
- Participation: The use of channels must ensure communication between all the different target groups by actively involving them.
- Language: The language of the information must be tailored to the target audience.
Regarding the concept of dynamism, the analysis reveals that the proper functioning of the communication and information system has contributed to enhancing the knowledge of the programme and the capacity building of the target groups participating in its initiatives. The NRDP website is an excellent showcase for the entire Programme: the various pieces of information are easy to find, and the repository of events is user-friendly.
As far as the concept of Integration is concerned, activities are carried out in a coordinated and synergistic manner, with implementation and research activities linked to the programme. This has also made it possible for the NRDP to be disseminated and recognised even among non-specialists.
With regard to the concept of participation, analysis shows that the various initiatives have directly and systematically reached out to the different target audiences, who have progressively become ‘loyal’ to the programme's activities, maintaining or improving their performance in terms of participation. In fact, it has been possible to detect a steady increase in the number of users subscribed to the newsletters and the number of users reached on the NRDP's social channels, as well as their interactions.
Regarding the concept of language, direct surveys have shown that the content of the NRDP appears to be highly effective in enhancing users' technical and practical skills.
Author(s)
Lattanzio Kibs