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 Explain the large number of programmes To mention in printed materials that project is EU funded Misunderstanding on regional political level that politicians think that INTERREG is a good source of funding local projects and not understand the transnational Commission: exchange of knowledge is not useful – difficult to see the results Funding programme – giving information about the funds that are received INTERREG name is difficult to explain/understand and explain to external audiences European identity: how to communicate this within the project & to external audiences Euro-scepticism – especially in SE England Not aware how to secure funding Wouldn’t happen without EU funding Lack of understanding of EU structure + funding (general public, project structure, bigger picture of funding) Partners need to be convinced to communicate the benefit of Europe

Problems Commission: exchange of knowledge is not useful – difficult to see the results INTERREG message + proof points Introductory session from the JTS at the very beginning of the project Ongoing support for projects throughout their life-cycle Concrete results – case studies Tangible: How many jobs created? Monitoring the way the LP facilitates with the partners Templates

Problems European identity: how to communicate this within the project & to external audiences Lisbon/Gothenburg Strength through diversity Together they’re stronger Delivers a better end product Practical examples, demonstrate how working together is better than alone

Problems Euro-scepticism – especially in SE England More talk about the results, the advantages Tangible Communicate through artistic and sport events

Problems Wouldn’t happen without EU funding True for essential problems, but other projects dealing with things like tourism to help out Help to tackle problems faster, trans-national exchange/ co-operation Helps to find partners across NWE Lobbying effect

Problems Lack of understanding of EU structure + funding (general public, project structure, bigger picture of funding)

Problems Partners need to be convinced to communicate the benefit of Europe Clear share of responsibilities between partners when it comes to communications LP to brief others regularly on requirements & new information All communications materials are the same style and consistent in tone and content Training with partners & LP Common communications tools Exchange visits

Problems Commission: exchange of knowledge is not useful – difficult to see the results European identity: how to communicate this within the project & to external audiences Euro-scepticism – especially in SE England Wouldn’t happen without EU funding Lack of understanding of EU structure + funding (general public, project structure, bigger picture of funding) Partners need to be convinced to communicate the benefit of Europe

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