The European Commission faces a strategic challenge as a demographic bubble of its interpreters will retire faster than they can be replaced. Tweaking tests and training methods can yield marginal increases but true success requires strategic communication to raise the quality and numbers of students applying to post-graduate interpreting courses. In promoting the brand “Interpreting for Europe” through the media and encounters with students, the Directorate General for Interpretation connects to a community of the curious and the talented to substantially increase applications in key markets. The mix of culturally specific strategies, traditional and social media, government relations, exhibitions and speaking tours in for example France has proved hugely effective.
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