The appropriate communication of the benefits of an e-business policy is vital for the successful implementation. The achievement of the policy objectives also depends on how well it succeeds in informing the target groups about possible potentials of e-business (awareness raising).

 1. Communication and Marketing of policies and measures

 Marketing and Communication takes place on two levels and addresses two different target groups:

•  Active contributors of the E-Business policy ==> internal communication
•  Addressing the target group with tailored communication tools ==> external communication

It is important to know relevant key actors with their specific benefit through the introduction of the e-business policy. The internal communication ensures that all key stakeholders are informed on the ongoing activities. Their support shows the acceptance of the initiative / programme at regional level and ensures their continuous contribution and commitment which can vary from funding or financial support to dissemination activities.

The internal communication with active contributors is relevant especially for the project management and a coherent workflow among the contributors. Every actor should be aware of

• the competencies and responsibilities
• the responsible actor for reviewing and reporting
• the time schedule of each action and deadlines.

The external communication is related to the target groups for whom the policy was developed.

2. Find a regional consensus on E-Business support

In addition, it should also be pointed out that every stakeholder will benefit from the marketing activities of an e-business initiative / programme. For example, a website is not only a communication platform for the initiative itself but also for every actor in the region. This will attract stakeholders to participate and contribute valuable input to the platform.

As is it is already described in the first article the communication at the very beginning of the policy design process is very recommendable. The communication strategy should always clearly explain

• objectives and targets of the E-Business policy
• the concrete benefits for the target group addressed by the communication strategy
• positive impacts of the E-Business policy for the region

In order to find a common language and understanding of e-business policies in the region it is helpful to provide key stakeholders with an overview e.g. in form of a summary on the potentials of e-business for the region. To give a clear picture of e-business in the region the overview may include:

• drivers and barriers of E-Business uptake in the region
• trends in the field of E-Business support measures
• gaps and needs in the region

The content should be explained into easy understandable language possibly illustrated with charts, indicators and good practices from outside the region. The e-business policy measures should have a direct connection to improvement of the competitiveness of the region.

In order to ensure the commitment of the regional public authorities it is important to document priorities and actions.

3. Phases of Marketing and Communication management

Public relations and other forms of communications should be oriented towards the policy objectives and be planned and managed carefully. Often innovative ways of communication are necessary and can be successfully realised cost-efficiently and with a small budget.

The management of marketing and communication comprises the phases analyses, planning, implementation and control.

In the analysis phase, the communicative starting situation has to be measured:

• Determine the common project objectives
• Analysis of the population groups that are to be communicatively addressed
• Analysis which communication measures have been carried out so far e.g. in earlier projects and which experiences exists
• Clarifying of the basic understanding of communication and public relations between the project partners
• Analysis of the socio-political environment in which the project acts and the topics and opinions which are relevant for the project
• Analysis of the existing communications network, for example, contacts with the media, multipliers or training facilities
• In the planning phase communication programmes will be developed and a communication plan will be set up

In the planning phase, communication programmes will be developed and a communication plan will be set up:

• Definition of the communication objectives and communication target groups
• Development of a communication strategy which comprises e.g. campaigns referring the course launch
• Inclusion of a high level authority which actively supports, promotes the project
• Project presentation at well known events related to ICT, E-Business etc.
• Awareness raising
• Establishment of a communication budget
• Choice of communication tools, planning of the use of media (media planning)

In the implementation phase communication programmes and -plans will be implemented.

• Development and design of communication tools.
• Operational control of the communication process.

In the control phase the obtained results and the course of the processes will be controlled.

• Determining in which way the formulated objectives are achieved by the realised communication activities
• The process control investigates the quality of the planning and implementation process.

This section is a modified abstract taken from the wiki of the project Strategic Project Management Tool-Kit for Creating Digital Literacy Initiatives - Spread, http://www.spread-digital-literacy.eu.