Communication Strategy of EHEA in Azerbaijan Liia Lauri

Communication Strategy of EHEA in Azerbaijan Liia Lauri Assessment Director liia. lauri@archimedes. ee

Outline 1. (Draft) Communication Strategy • Objectives and key messages • Target groups • Tools and channels To discuss: 1. Communication channels and tools/focus of communication by target group 2. Timeline and evaluation

Objectives /key messages 1. To inform (target groups) about developments in HE in Azerbaijan 2. To inform about Bologna tools 3. To promote Bologna tools and projects (benefits, their 4. 3 role in the developments in HE) Enhance the coordination and networking: Mo. E, HEI, stakeholders

Key messages Promoting of Bologna tools: Three cycle system, QF, ECTS, Diploma Supplement Quality assurance principles and system Recognition of studies and qualifications, Mobility, LOs. Competencies or graduates, improved employability. Quality of research and innovation. Enhanced competitiveness and social welfare. State of art in Azerbaijan. 4

The problems of communication are described. BUT What are the strengths in the networking, communication, information sharing in higher education in Azerbaijan? What are the current methods of cummunication that work well? 5

Target groups Have been described in the draft. BUT • Whom to involve? HEI? , Students? , Employers organizations, European/international organizations? • Whom to inform? 6

Means/tools/channels Direct communication • • 7 Seminars, roundtable discussions, meetings Training of „Bologna experts“ – from HEI, employers`organizations, students (? ) Career Centres, Admission Commission, QA agency, …. Presentations at the stakeholders`events (? )

Means/tools/channels Online communication Fact sheets (? ) Link to EHEA page from Universities`pages (? ) Social media Newsletters/mailinglists? Offline Booklets, Leaflets (where to spread? ) Articles in the newspapers (? ) 8

Communication channels and tools and focus of communication Discuss by target group: 1. Whom to involve, whom to inform? 2. What is the focus of communication/key messages? 3. What are the main channels/activities? 4. Critical timing? 9

Decision makers Goal Target groups to inform Policy-makers (Government, Ministries, State Statistical Committee, Parliament Education Commitee, Academy of Science, Public authorities and agencies, State student Admission Commission) x to involve ? Focus of communication. Key messages Promoting of Bologna tools -three cycle system, ECTS, Diploma Supplement, Quality assurance principles and system, recognition of studies and qualifications, QF, mobility, LOs. State of art in Aserbaijan. Competencies or graduates, improved employability. Quality of research and innovation. Enhanced competitiveness and social welfare. Channels/tools/activities Direct communication Bologna seminars, meetings, other events Online channels Mailing lists/newsletters Social media Web pages Fact Sheets Offline Decision makers Booklets/leaflets (where and how to distribute) Direct communication Through Career centres - events, leaflets Conferences for students Students/parents? (future students? ) x ? Online channels Website for graduates, Fact sheets, TV, social media Offline Booklets/leaflets (where and how to distribute) Student journals

Universities Target groups Management Goal to inform x to involve x Focus of communication. Key messages Channels/tools/activities Direct communication Bologna seminars, meetings, events Training of bologna experts, roundtable meetings Online channels Universities web-sites, link to EHEA web-page, fact sheets Offline Booklets/leaflets (where and how to distribute) Direct communication Bologna seminars, meetings, events Training of bologna experts, roundtable meetings Online channels Academic staff x x Universities web-sites, link to EHEA web-page, fact sheets Social media Offline universiti es Booklets/leaflets (where and how to distribute) website for graduates, Fact sheets, social media, TV Direct communication Bologna seminars, meetings, events? Training of bologna experts, conferences for students Online channels Universities web-sites, link to EHEA web-page, fact sheets Students x x Social media, TV, Offline Booklets/leaflets (where and how to distribute) website for graduates, Fact sheets, student journals

Other stakeholders Goal Target groups to inform to involve Focus of communication. Key messages Channels/tools/activities Direct communication Bologna seminars, meetings, events Training of bologna experts Stakehol ders Employers (organizations? ) x Employers conferences/seminars Business and industry representatives, SMEs, x Online channels Fact sheets, social media, TV QA Agencies? Student organizations (different from students? ) Associations x x x Offline Booklets/leaflets (where and how to distribute) Conferences for students, roundtable meetings

Wider public Goal Target groups to inform to involve Focus of communication. Key messages Channels/tools/activities Direct communication Press conferences Media x Online channels Social media TV Offline Direct communication Parents (decision makers) x Online channels Social media, TV wider public Offline

European and international organizations Goal Target groups to inform to involve Focus of communication. Key messages Channels/tools/activities Direct communication Bologna seminars, meetings, events European Commission, the Delegation of the EU x x Roundtable meetings Online channels Social media, TV Higher Education Reform Experts Network National Erasmus+ Office internatio nal organizati EU-Azerbaijan Twinning projects in Higher Education ons x x x web-pages Offline Booklets/leaflets (where and how to distribute)

WHO does WHAT and WHEN? Consider different channels and activities by target group • What could be the indicators of success (direct, indirect)? • 15 How to monitor and evaluate the success?

Channels/tools/activities Channels, tools, activities Target groups When/by Whom Evaluation Direct communication (Bologna) seminars, roundtable meetings, discussions, summer schools Training of (Bologna) experts Press conferences Presentations at the stakeholders` events? Decision-makers, university management, academic staff, students, other stakeholders, international organizations Media, wider public Stakeholders, wider public Online communication Web-pages: for graduates (Future) students, parents. In cooperation with Career centres Universities` web-sites Decision-makers, university management, academic staff, students, other stakeholders Fact-sheets: Data, statistics, implementation of projects Mailing lists/newsletters Decision-makers, university management, academic staff, students, other stakeholders, international organizations Social media: Facebook, Twitter, Instagram Students, other stakeholders, international organizations TV, school TV Students Videos Students, wider public Offline communication Booklets/leaflets To be distributed through Career centres, seminars etc Student journals Articles in the newspapers? Students Wider public, stakeholders Reports. Focus groups interviews by targe-groups. Media monitoring. On-line surveys, web statistics, feedback seminars