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Communicating your project
within the broader European context
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The European dimension
Essential to what we all do Strategically important to communicate BUT Challenging to explain Uphill struggle to create interest
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Benefits Why has taxpayers’ money been spent on this project?
Why transnational? Why this partnership?
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Difficulties Cross border vs. transnational
More abstract Going to fetch or exchange new ideas New thinking beyond the borders
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Your project’s contribution
To European-wide policies Eg. Water Framework Directive Issues addressed at EU level Gothenburg Agenda Lisbon Agenda
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INTERREG Bottom-up philosophy
Local players are an opportunity to drive forward the EU agenda and shape the policies of tomorrow
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Communicating the big European picture
Many audiences are interested in local issues Difficult to generate publicity for European ideas
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Communications challenges
The EU context is often seen as: Abstract Complex Distant News is usually: Concrete Simple Immediate
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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
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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.
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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
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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
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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
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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
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Problems Euro-scepticism – especially in SE England
More talk about the results, the advantages Tangible Communicate through artistic and sport events
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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
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Problems Lack of understanding of EU structure + funding (general public, project structure, bigger picture of funding)
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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
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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
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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
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