Publicity Requirementsents

North East of England Objective 2 Programme 2000-2006

Guidance Note on Publicity Requirements

1

Publicity Requirementsents

Publicity Requirementsents

What are the requirements?

All projects which receive a grant from ERDF (the European Regional Development Fund) or ESF (the European Social Fund) must publicise the contribution these funds have made.

This is a standard requirement that is written into offer letters (Appendix 5 for ERDF, Sections 21 to 26 for ESF). If these requirements are not met, then the grant could be withdrawn.

A new Regulation 1159/2000 on “Information and Publicity Measures” has been issued by the European Commission for the period 2000 – 2006, and the following guidance is based heavily upon that note, as well as on past experiences.

This note often refers you to the Secretariat’s website which also has a separate section on publicity. The address is

Why is it necessary to publicise?

The European Commission is keen for the beneficiaries of Structural Fund money to have a better understanding of the role of the funds. It is also important that the general public become more aware of how the European Union is working together with the UK government to help improve the economy of North East of England.

Publicity is part of the ERDF offer letter and the ESF contract. It is a condition of receiving and using the grant that you must publicise the money, just as it is a condition that you must achieve certain outputs, submit regular claims, and so on.

How exactly should it be done?

There is sometimes confusion amongst project applicants as to how they should properly carry out these rules.

Here is a rough guide:

A

The Emblem and Brand Image

The emblem of the European Union is an instantly recognisable and powerful image.

It should be used with appropriate text on every bit of visual promotion.

There are certain guidelines for how the emblem should look:

  • The 12 stars should always be upright (you can check because there should only be 1 'point' facing upwards, not two)
  • The standard colours to be used are Pantone Reflex Blue and Pantone Yellow
  • If you cannot use colour in your reproduction of the flag, then it should be shown in black and white

The European Commission have a website which gives detailed guidance on how to graphically produce this emblem if you are not sure. You can access this from Publicity page on the Secretariat’s website, or at

http:europa.eu.int/abc/symbols/emblem/graphics/graphics_en.htm

ERDF Logos

For ERDF projects, the logo and wording usually looks like this:


You can download the flag from our website at :

You can also use this logo if you don’t have room to put the full wording on:

The most important thing to remember is to mention the European Union, it is ‘optional whether you mention ERDF or not.

The wording can be placed underneath the logo as well, but not to the left or above.

There are different versions of the logos on the website.

A jpeg and gif file is quite small in size and memory, and are usually used for printing out on paper, or putting onto websites. These are the most commonly used formats.

The eps and tif files are larger and therefore are better quality when printed out – most printing companies like to work with these versions because they produce a sharper image. But EPS files can only be used and seen with certain software, such as Adobe Illustrator, Quark Express

These logos are also available on floppy disk and on CDs from the Secretariat.

Box 10 in the ERDF application form gives the purpose of the project – this information will be used as a summary for publicity purposes, as will the contact’s name and details (with the applicant’s agreement of course).

ESF logos

The ESF Unit in London have set guidelines on how to use the logo correctly – the note can be accessed from our website in pdf format at

The ESF logo looks like this:

The logos can be downloaded from our website in tif, eps, gif and jpeg formats. We also have CDs and floppy disks with the logos on.

There is now a box included on the ESF application forms that allow you to write promotional text about your project. This will be used by the Secretariat if they choose to publicise your project.

B

Promotional Text

The Commission suggests using the following sentences as standard text or as a an explanation for promotional material, although it is not compulsory:

European Regional Development Fund

"Helping reduce the gap between development levels and living standards among the regions and the extent to which least-favoured regions are lagging behind."

"Helping redress the main regional imbalances in the Community by participating in the development and structural adjustment of regions whose development is lagging behind and the economic and social conversion of regions."

European Social Fund

"Helping develop employment by promoting employability, the business spirit and equal opportunities and investing in human resources."

European Agricultural Guidance and Guarantee Fund

"Helping preserve the link between diversified farming and the land

Improving and supporting the competitiveness of agriculture as a key activity in rural areas.

Helping to keep thriving communities in rural areas.

Preserving and improving the environment, the landscape and the rural heritage"

The Secretariat tends to use the explanation for ERDF as being

- A Programme which funds a wide range of activities which are designed to stimulate economic development, leading to new jobs.

and ESF

- finances training and projects to improve job prospects and equal opportunities.

There is also some standard background information on Objective 2 and 3 in section G of this document

If the promotional material covers projects which have had funding from more than one Structural Fund, you should just use the words “Structural Funds” or use the logo shown in section x that uses the words ‘Project part-financed by the European Union’, without any mention of the specific fund itself.

C

Publicity materials

Billboards

If your project has costs in total of more than € 3 million/£1,875,000 (using conversion rate of 1.6 euros to the £), then a billboard must be erected, that clearly shows the European flag.

  • The flag and text should be at least 25% of the total area of the billboard.
  • The billboard must show the EU flag and the words

‘Project Part-Financed by the European Union’

then the words of the actual fund are usually printed underneath that, for example,

‘European Regional Development Fund’

  • Billboards must stay on site until 6 months after completion. They can then be replaced by a plaque.
  • The printing and typeface must be the same size as that used for other funders.

Note: All of the other following requirements apply to your project, even if the total costs are less than the amount shown above for billboards

Plaques

Permanent plaques should be displayed in buildings that are open to the public if they have had money from a Structural Funds project.

Commercial business premises must display a commemorative plaque for at last 1 year.

There are no specifications of size for a plaque, but they must include:

  • The EU flag
  • Text, using the guide for billboards above

Other publicity

The rules on publicity state that all forms of promotion that are related to your project which has had Structural Funding, must recognise the contribution of the grant.

Capital projects usually need to display a billboard or a plaque.

Revenue projects can do any or all of the following:

  • Display a poster in the room where people are being trained showing that the training course or centre has been part funded by Structural Fund
  • Any monitoring forms, or forms that beneficiaries sign during their consultancy or training, should display the European logo and clearly show that their assistance is being subsidised or part funded by the EU
  • Magazines, leaflets and Newsletters which mention the funded project, or advertise the project, must also display the logo. If the publication is specifically about the project, the contribution should be mentioned on the front page
  • Any seminars ,fairs, exhibitions or conferences that are connected to a project part funded by Structural Funds should display a flag and use the logo on promotional documents
  • Websites, databases for beneficiaries, CDs, videos, and films must all comply with the same rules
  • Within a press release about the launch or significant achievement of our project, you should mention that the project has been part funded by Structural Funds
  • Within your monitoring form, or invoices, a good way of letting beneficiaries know that they have benefited from Structural Funds, is to show exactly how much money they have 'saved' through this project.

For example, an SME may have had some consultancy, of which a major part has been subsidised by an ERDF project. The form could show the usual amount of consultancy, less the % paid by ERDF, equals the direct benefit that that SME has gained.

You could also display the relevant European logo on:

  • letterheads and compliement slips
  • certificates of achievement or attendance
  • questionnaires
  • on press packs
  • in job adverts
  • screensavers on computers being used for training purposes
  • by decorating a room with balloons, bunting or posters with the European logo on

hints and tips

posters are a cheap and east way of fulfilling the publicity requirements, and are quite effective as they are seen by everyone who walks through a training centre, or even by the general public if the posters are outside

media coverage is virtually free – if you produce a good press release and mention the contribution of Structural Funds then you are fulfilling your requirements

you could print lots of stickers with the European logo on them to be stuck onto letterhead or leaflets that you already have

NOTE:

If you have a project which has been part-funded by European Structural Funds, you will be monitored to see that you are complying with the Regulations.

This will happen either through a claim and progress report, or if you are inspected by an auditor from Government Office, or by the Publicity and Communications Manager

If you have not promoted the European contribution, you may have to pay back some of the grant

D

How we can help you

Most organisations build a small amount of expenditure into their projects to cover costs for publicity.

The Publicity and Communications Manager at the European Secretariat can provide advice on publicity requirements and to what the Secretariat has in stock in the way of promotional merchandise to give out.

The Secretariat has some wall-mountable plaques in stock that advertise that the project has been part-funded by ERDF. Please contact the team if you would like one of these, or ask your Package Co-ordinator.

ObviouslyWe also try to stock ESF posters, balloons with European flag on, and stickers with the logo on, at various times throughout the year.

The Secretariat tries to issue press releases once a project has received its offer letter. Their press office, the Central Office of Information, can help you and issue a joint press release if you would like this.

Also a best practice magazine ‘The Neuropean’ is produced every 6 months, as well as briefings and case studies for websites, promotional articles in the media, and for visiting VIPs. Please send your photos, articles and promotional literature to the Secretariat if you would like you project to be used for such publicity.

You can also get a wide range of information leaflets and posters (most are free but some have a small cost) from the European Commission at their UK representation in London:

The European Commission distribute these leaflets themselves too, as well as other official documents. The best way to get them is to order on-line at:

E

Press releases

Here is a brief guide to writing a good press release, followed by a model example which has been used recently.

  1. Writing styles vary, but the following is a good rule of thumb:
  • The headline should be concise, eye-catching and where possible, regional or local (Remember, news editors are usually hooked into a release by the headline)

It could be a key message (jobs and money are always popular) or the best soundbite from an MP, Councillor or other key dignitary.

  • The introduction should reflect the main point of the story and have a regional or local flavour. Keep it short and sweet and say what you mean.
  • The next couple of paragraphs should give the detail of the story and be written in a snappy style.
  • A quote (which is usually required) should start in the third or fourth paragraph to ensure it makes the first page of the press release. Again, keep quotes to between two and four paragraphs at the most.
  • Fill in the rest of the release with further important detail – but keep the main release to two pages at the most.
  • A “Notes to Editors” section should be used to include background details, such as what Objective 2 is all about – including regional facts and figures - and any contact numbers.
  • The release should have a “sign-off” and “contact” line - this is who it is from.
  • Remember, anyone quoted in a Press Notice should be prepared to take follow-up calls from the media, including requests for interviews by television or radio.
  1. Once the release has been written:
  • Check it over with anyone quoted or directly involved to make sure they are happy with it.
  • Make sure you know who you are sending it to. Don’t miss out important media in your area –

-regional morning and evening papers,

-weeklies,

-free papers

-business magazines

-specialist trade press

-TV and radio

But be careful and do not issue to those who will not be interested as this will just be a waste of time.

  1. After the release has gone out:
  • Let your key news editors know by ‘phone or e-mail that you have sent it out. (Newsroom faxes have a habit of going missing!)

Remember: Badly-written and poorly-targeted regional releases waste your time as well as the medias and reflect badly on those responsible. It is important to get it right every time.

Prepared by the Government News Network, Wellbar House, Newcastle-upon-Tyne

March 2002

Example of a press release

Organisation’s name

Date

Tyneside COMMunity surfers on crest of a wave

European grant helps fund new ICT suite

A North Shields community centre is set to open a new hi-tech ICT suite thanks to a European grant of £28,174.

The Balcony Project at the Meadow Well Community Resources Centre has seen the development of an under-used balcony area within the centre, on the town’s Meadow Well Estate, to provide a flexible and tailor-made facility to meet the demand for Internet access and IT training within the local community.

The estate is in an area of high unemployment and the new user-friendly ICT suite aims to encourage local residents to develop their computer skills and enhance their communication skills to help them access further training and jobs.

David Slater, Director for Competitiveness and Europe at Government Office for the North East said:

“One of the key priorities of the European funding programme is to enhance the employability of local residents and their access to work in local communities.

“There is a great demand for IT training and communication skills and hopefully this new facility will give local people greater confidence to develop themselves and enable them to actively compete in the employment market.”

Carole Bell, project manager, said:

“This project is much needed. Demand for training within the centre has reached an all time high. Internet access in particular is much sought after.

“And we are delighted that we are able to provide such a service thanks to the financial support we have been given from Europe and the others who awarded grants to fund this project.”

In addition to the grant from the European Regional Development Fund, further funding for the £58,174 project was awarded made available from North Tyneside @ Work, the New Opportunities Fund and various charities.

The new ICT suite will be officially opened by Stephen Downs, from Government Office for the North East, on Friday, 8 March 2002.

Notes to Editors

  1. The European Programmes Secretariat work as part of Government Office for the North East to help administer European Structural Funds on behalf of the European Commission.
  2. The Objective 2 Programme is the primary source of European assistance to the North East region. It will provide more than £434m of grant support from the European Regional Development Fund and European Social Fund over the next 6 years towards a programme of projects with a total value of over £1.1 billion.
  3. The Single Programming Document sets out the strategy for the funds and focuses on four key areas, known as “Priorities”. These are:
  • Priority 1: aims to create jobs through an increase in the region’s SME (small and medium size enterprise) stock – promoting new business start-ups and the survival of businesses up to three years old.
  • Priority 2: aims to create jobs through improvement in the competitiveness of existing SMEs – providing support to companies over three years old.
  • Priority 3: aims to create strategic employment opportunities through investment in a limited number of key development areas in the region.
  • Priority 4: aims to encourage the economic development of targeted communities by enhancing the employability of local residents and their access to work.
  1. The Programme aims to create over 30,000 new jobs; assist over 27,000 regional business (existing and new) and help more than 66,000 people, both unemployed and employed, to receive training. The Programme is delivered through a range of regional, sub-regional and local “partnerships”, which are made up of organisations from the public, private and voluntary sectors.
  2. To find out more about the Objective 2 Programme look at its pages on the website at or alternatively contact the European Programmes Secretariat, Government Office for the North East, Wellbar House, Newcastle upon Tyne, NE1 4TD.

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