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 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

13. 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

14. 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

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

16. 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

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

18. 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

19. 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

20. 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