Examples of visual communication of regional smart specialisations
Communication in the RIS3 process is a part of Governance Phase but it’s especially important in this phase. This is because vision creation is all about motivating and including all stakeholders. Nonetheless, communication is a crucial part of the whole process and should be assessed in all RIS3 Phases.
The communication strategy should include at least these elements:
- Communicating the regional RIS3 process as a part of national and European contexts
- Engaging the target stakeholders
- Informing the public about the need to support the development of knowledge-based businesses in the region
All regional stakeholders (SMEs, high-tech companies, universities, transfer institutions, local and regional authorities, the media etc.) have different expectations of the RIS3 process. Thus, it’s important to get them to contribute to the process from their perspective.
Appropriate communication methods and the communicated content should be selected so that they concern the target stakeholders and are relevant to them.
The RIS3 process should be made visible to the public through its own brand. Hence, there should be at least following coherent communication tools:
- Logo, supporting the regional identity and innovation
- Web pages that are attractive and informative, also in English
- Newsletters and leaflets
- Publications on certain parts of the process (for example key analyses and peer reviews)
- Conferences and seminars, the region should also participate in international RIS3 conferences
- Press and TV campaigns
The content of these mediums should include priorities, strategic lines and demonstration of pilot projects.
Active communication tools are proactive in nature and always in anticipation of something.
- Targeted visits to stakeholders
- Joint workshops and seminars
- Visiting sites
- Press conferences
- Roundtable discussions
- Meetings with local and regional politicians
Conferences and seminars can be used in different stages of the project
- In the beginning: Launch conference brings awareness of the project to stakeholders and stimulates participation. The primary message of the launch event should be well planned.
- In the middle: Conferences in the middle stimulate participation in constructing the strategy and validating analyses done during the process.
- In the end: End conference is necessary because all stakeholders are meant to commit to the strategy and implement it in their areas of activity.