Managing the private public relationship the role of
Managing the private – public relationship the role of communications Louis de Schorlemer, managing director, Europ. Area
Why bother? EU wide public sector spending 1500 billion euro/ year EUROP AREA
Public vs private? Complex decision making Not trendsetter Stable partnership EUROP AREA
Key benefits Foreseeable spending policy Long term relationship Perceived value for client EUROP AREA
Challenges Public purchasing policy Budget and revenue structure Transparency and public scrutinity EUROP AREA
Europ. Area Shared platform for hospitality accommodating national Olympic Committee houses EUROP AREA
Communications Plan Brand / Value Proposition Business strategy Company Programs Comm. objectives Target groups Goals and messages Activities Results/ Evaluation Corporate Principles EUROP AREA
Business strategy A fair solution for all National Olympic Committees looking for: - budget optimisation - increased marketing exposure - enhanced athletic celebrations EUROP AREA
Core values You get what you pay for We work open books We engage the Olympic values We grow together EUROP AREA
Communication objectives Establish as - partner for their success - sole provider - part of the Olympic family EUROP AREA
Target Audience 30+ European Olympic Committees Institutional and corporate sponsors National/ regional authorities EUROP AREA
First level message Our job is to facilitate your success – Your national identity is preserved – Your committment is essential to succede EUROP AREA
Second level message We are a responsable partner – You get what you pay for – We have no hidden agenda EUROP AREA
Third level message We are part of the family – We live by the Olympic values – We know the rules – Our committment is long term EUROP AREA
Our toolbox Door-opening with a referee - MEMOS - Belgian Olympic Committee EUROP AREA
Our toolbox Face to face - Individual relationship - Trust building EUROP AREA
Our toolbox Corporate diplomacy - Multiple entries to decision making - « What if? » approach EUROP AREA
Milestones Confirmed participation Third party sponsorship Sochi 2014 and Rio de Janeiro 2016 EUROP AREA
The unity of message We only go because we go for the long term We keep the same public face over time We are passionate about what we do EUROP AREA
Let’s keep in touch Louis de Schorlemer LS@Europ. Area. com +32 479 93 92 10 EUROP AREA
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