Leeds Beckett University - City Campus,
Woodhouse Lane,
LS1 3HE
Sustainable Business Research Institute
European Communication: Professional Skills and Innovation (PES)
Investigating and supporting improvement of branding and communication of PES in Europe.
The challenge
In an era of austerity, reduced government services, and increasing pressures placed on all public services across the EU, public organisations, such as European Public Employment Services (PES), often face reputational problems. Yet, for the provision of the critical services that the national PES deliver to citizens, it is important that they are able to successfully bridge the gap between public perceptions of PES and the services and opportunities that PES offers. However, a reputational gap is often very common in the public sector, and is something that can be addressed with improved strategic and brand communication practices.
This initiative funded by the European Commission investigated the branding and communication of PES in Europe before looking for solutions to support.
The approach
A survey and review PES practices as well as documentary analysis and dialogue with PES members to integrate this understanding with contemporary insights of strategic and brand communication theory and practice.
The Impact
From the review of PES practices by the LBS team a customised toolkit has been developed to support the PES Network across Europe. The toolkit is intended to support PES Network members in developing and improving their stakeholder communications.
The toolkit has also been designed to allow for flexible engagement with the materials to match with the diverse and varied PES organisational structures and experience in strategic and brand communications activities.
The project had four key outputs:
- To provide a summary overview of the toolkit
- To provide a conceptual background to ground the approach to each stage of the campaign development process
- To provide easy-to-follow worksheets allowing PES members to develop and customise their own approach
- To provide supplementary resources to enable PES members to seek more background and information on different aspects of the strategic communication process
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