Communicating your project within the broader European context

The European dimension Essential to what we all do Strategically important to communicate BUT Challenging to explain Uphill struggle to create interest

Benefits Why has taxpayers’ money been spent on this project? Why transnational? Why this partnership?

Difficulties Cross border vs. transnational More abstract Going to fetch or exchange new ideas New thinking beyond the borders

Your project’s contribution To European-wide policies Eg. Water Framework Directive Issues addressed at EU level Gothenburg Agenda Lisbon Agenda

INTERREG Bottom-up philosophy Local players are an opportunity to drive forward the EU agenda and shape the policies of tomorrow

Communicating the big European picture Many audiences are interested in local issues Difficult to generate publicity for European ideas

Communications challenges The EU context is often seen as: Abstract Complex Distant News is usually: Concrete Simple Immediate

Preconceptions The EU context is misunderstood Euroscepticism: “all EU news is bad news” Vicious circle: we don’t communicate the EU because people don’t see its value because we haven’t communicated it … Not all projects have a clear view of what they should communicate

The very big and the very small Talk about the big stuff: How you serve big EU objectives How your local issues are part of a big transnational network Talk about the small stuff: Results, practicalities, people Don’t talk about the stuff in between The process and mechanics and organisation that turns big ideas into reality.

Workshop Discuss and identify the specific problems that your projects have with communicating the EU context and your role in INTERREG Present a brief summary back to the group

Problems Euro-scepticism Easier not to talk about the EU aspect Not understanding the complexities of project (doesn’t sell) Don’t understand the programme (the messages) Don’t understand the match-funding Can bring to public only if accident happens (eg. maritime safety)

Difficulties of using logos on a local level – use local logos Project partners need to have a broader view of EU policies (eg. Farming) Negative story to do with the local authority or organisation running the project, makes it difficult to get positive publicity

Difficult to make transnational messages (different target audiences) Convincing people that what you’re doing wouldn’t happen without the EU How to get project partners to think more transnational – and sell in the transnational story to the media Dealing with negative feelings at an EU level

Why share best practice across Europe? Finding responses to negative impressions about Europe/INTERREG. How to make Europe relevant at a local level?

Euro-scepticism Find a target group that we could change their prejudices Colleagues doing the work on the ground, transnational workshops, show them that there are similarities, etc. Find allies Immersing journalists/politicians within the project – demonstrate the value / benefit of the project Site visits, field trips Highlight good examples

Transnational message Keep it simple We’re all different, let’s celebrate it Look at different ways to solve problems – share experiences – celebrate diversity

Programme/match funding Focus on outputs Value for money Practical/concrete results Quantify it What have you done – improved something?

Convince people that things wouldn’t happen without EU Prove its use Benefit of the project Simplify the context, why? Case studies (working together) Similar INTERREG projects European dimension (example of good projects working on issues) Financial contribution from Europe Catalyst effect of INTERREG funding Eg. Innovation, makes things happen on the ground

Bad news Build up media relationships Planning, training staff internally how to respond Internal process for response

Parntership: transnational Identify similarities Focus on the benefits

Workshop Brainstorm to generate practical ideas for communicating the EU and INTERREG dimensions of your projects As many as possible, as creative as possible Present them back to the group