Marseilles, April 2012 Communication training for projects






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Marseilles, 23-24 April 2012


training for











12.30 – 13.00

Registration and welcome snack

13.00 – 13.45

Introductory session

Starting ‘golden tips collection’

13.45 – 16.00

Parallel workshops on strategy building

Workshop 1 (for new and advanced projects)

How to develop and implement a communication strategy?

Two groups led by Isabelle Leonard and Suzanne Smith

How to build up, implement and monitor a key messages driven and results based

communication strategy?

How to coordinate ‘information flow’ within the partnership?

How to tailor to specific target groups?

Workshop 2 (for projects in their final phase)

How to communicate results and influence policy makers?

Two groups led by Andrew Manasseh and Jennifer Perry

How to target policy makers, politicians and other influencial stakeholders?

How to report on added value of project results and outputs?

How to organise a lobbying campaign to best influence key stakeholders?

16.00 – 16.30

Coffee break

16.30 – 18.00

Parallel workshops on implementation channels

Workshop 1: Online communication: new media and social networks

Three groups led by Suzanne Smith, Andrew Manasseh and Kathryn Corrick

Many ETC projects are increasingly open to using social media tools as part of their communications campaigns. Projects need to be realistic as to how and which tools are going to be useful and which to invest time and effort in. We will look at how to engage people with social media and explore which tools work best for different degrees of audience engagement.

Workshop 2: Media and press contacts

Two groups led by Isabelle Leonard and Jennifer Perry

Many project partners find it difficult to obtain constant media coverage for their projects. The starting point for this session will be what makes their projects newsworthy and interesting to journalists. We will then explore media relations techniques and discuss in relation to the type of

media we find in the cooperation regions.










09:00 – 10:30

Parallel workshops on implementation channels continued (see day 1)

Workshop 1: Online communication: new media and social networks

Workshop 2: Media and press contacts

10.30– 11.00

Coffee break

11.00 – 12.30

Learning by doing – part 1

The aim of these two practical learning sessions is to directly implement what you

learned on day one workshops on strategy building. You will be coached by our

experts regarding your specific needs and opportunities.

Learning by doing for new and advanced projects

Learning by doing for projects in their final phase

12.30 – 13.30


13.30 – 15.00

Learning by doing - part 2

15.00 – 15.30

To be continued…


Which communication activities can you start straight away? What

can you do when coming back to the office?

…in the long run:

How can you keep in touch and exchange ideas on

communication over the upcoming weeks, months and years?

19:30 Networking dinner

in the heart of the "Vieux-Port" of

Marseilles on the old sailing

ship Marseillois






The Communication Training will be facilitated by the international PR Company Pinnacle.

Andrew Manasseh

Andrew has over 25 years business management and training experience in Europe and Asia. He worked for the British Council, the UK’s official cultural relations organization in Japan, Thailand, Czech Republic and Italy before being posted to Brussels in 2004.

His international training and communications experience includes the delivery of communication skills training programmes for officials from EU Institutions, diplomats from member states.

More recently he has managed communications training programmes for a number of ERDF transnational and cross border INTERREG projects. He has written and delivered training courses in writing skills, position papers, presentation skills and running effective working group meetings. As

Managing Director of the Brussels office he is responsible for managing Pinnacle’s training programmes delivered across Europe.

Jennifer Perry

Jenni is a senior communications professional, PR consultant, strategist and writer. She has extensive experience of working with INTERREG programmes and projects and has trained communications managers from a variety of transnational programmes including the Baltic Sea Programme. She is an expert in communications strategy and has assessed the communications plans of BSR projects in 2010 and 2011 and received very positive feedback from participants for her advice and training. Jenni was UK head of public relations for a global pharmaceutical company, where as a member of the European communications team she was responsible for running PR and media training seminars across the organisation. Her experience includes strategic public relations, corporate communications, media training, press office development, media relations, public affairs, sponsorship management, crisis communications, corporate social responsibility and professional writing.

Jenni is one of Pinnacle’s core trainers and has been a regular trainer on many communications Seminars for ETC programmes including Central, Europe, Baltic Sea Region, NWE IVB, INTERREG IVC, Northern Periphery, Alpine Space and INTERACT ENPI.


Isabelle Leonard

Isabelle is a communications consultant with more than 18 years’ experience working for international clients in the private and public sectors across topics and sectors including the environment, finance, transport, regions, and industry. Her specialties include strategic corporate communications, crisis and issues, environmental PR, media relations and financial communications. Isabelle is one of Pinnacle's core trainers in Europe and has trained clients from the public and private sectors. She speaks fluent French, English, Dutch and Spanish. Isabelle has delivered communications and relations training to project partners from various programmes including, Central Europe Programme, NWE IVB, INTERREG IVC and Northern Periphery.

Suzanne Smith

Suzanne has over 15 years international experience of communications and public relations consulting and training. She specialises in social media, corporate messaging, storyline development, creativity, internal communications, crisis communications, media and presentation training. Her global training experience includes Nokia, ViaMichelín, Juniper Networks, NXP, ADVA, Telefónica, IBM, Xerox, Meridea, Openwave, Merant, Sterling Commerce, and Complutense University of Madrid. She is fluent in English and Spanish.

Suzanne specialises in on-line PR training including social media tools for managing PR campaigns and how to manage crises on-line.

She has delivered training with Pinnacle for partners from the Baltic Sea Region Programme and ran a seminar for communications managers of 40 meteorological offices sponsored by the World Meteorological Organisation (WMO).

Kathryn Corrick

Over a decade of digital media experience has seen Kathryn make contributions to the likes of McCann Erickson, Digital Britain, New Statesman magazine and the British Council.

Since 2006 Kathryn has worked as an independent communications strategist and trainer working with a wide variety of clients from small start ups and non-profits to government organisations and multi-nationals. She is also a non-exec director of In Debate magazine, Journalist in Residence at Kingston University and UK Chair for the Online News Association.

Kathryn is a member of ‘Women in Journalism’, an Affiliate Professional member of the ‘Chartered Institute of Marketing’ and a member of ‘The

Democratic Society’. She has been on the advisory board of New Deal of the Mind, London Social Media Week (2010-2011) and 2011 World Book Night.



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