Information
Summary: Explores the significance of visibility, promotion, dissemination, and valorization activities in maximizing the impact and sustainability of project outcomes, emphasizing strategies for effective communication and stakeholder engagement.
Learning Objectives:
Visibility, promotion, dissemination, valorization activities are important for any Project to achieve its goals. Any Project has at least 1 target group and needs to get into contract with them at some point. Also, Project sustainability can be ensured via proper visibility, promotion, dissemination activities for certain stakeholders, policy makers, institutions and organizations.
It is important to develop visibility, promotion, dissemination and valorization strategies for the target group(s) you have determined in parallel with your stakeholder analysis, and/or for individuals and institutions that can reach these target groups. Impact levels should also be taken into account when developing these strategies. These individuals and institutions can be reached through activities at the local, regional, national or international levels. Different strategies can be developed in line with the objectives of the project, the size of its budget, and the potential impact on target groups.
If a proposal is being made for a project with a relatively large budget, tools that appeal to large audiences such as radio and television can be used. However, most grant programs provide relatively low levels of grant resources. In this case, activities and channels that will target the target audience in the most effective and efficient way should be used. Technological tools, digital platforms and social media, which are frequently used today and which can be used for dissemination and visibility in accordance with the audience profile, have an important place among these channels. These tools allow dissemination and visibility activities for free or at low cost. When the promotional budget is allocated for social media tools such as facebook, twitter, instagram, visibility can be provided directly according to the characteristics of the target audience. These budgets will remain quite low compared to the cost of using the mass media and will also allow direct access to the desired audience. In mass media, on the other hand, although the costs are high, access to the target audience may be limited. Therefore, it would be more logical to turn to niche areas for visibility.
It was mentioned that you can follow a strategy according to the impact levels in your project. The costs of traditional visibility and dissemination activities that you will carry out at the local level will remain at a lower level. Activities at this level can be focus meetings, institution visits, flash mob events, information activities to be held at schools, competitions for students and youth, interviews with the local press, press releases, and official letters to local institutions. Similarly, it is possible to carry out these activities at the regional level.
At national and international levels, as it was mentioned, dissemination, visibility and promotion activities due to traditional and mass media will be very costly, so social media and digital platforms, which are very effective at these levels, can be used. In this framework, it would be appropriate to include social media and digital memberships and channels in your project proposal.
It is also important to determine the frequency of use of the channels and tools you have chosen according to the levels you have determined and their place in the activity calendar. For these visibility, promotion and dissemination activities, you need to assign and define tasks not only to the coordinator but also to the project partners.
