1. Communicating your project
within the broader
European context

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

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

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

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

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

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

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

9. 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

10. 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.

11. 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

12. 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)

13. 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

14. 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

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

16. 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

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

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

19. 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

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

21. Parntership: transnational
Identify similarities
Focus on the benefits

22. 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