I djuric eng_budva_sept2013


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I djuric eng_budva_sept2013

  1. 1. How we communicate about EU funds IVANA ĐURIĆ, Assistant Director, Department for Communication and Training, European Integration Office Government of the Republic of Serbia - 2nd South Eastern European Government Communication Conference (SEECOM)- Budva, 27-29 September 2013
  2. 2. You never would have guessed…
  3. 3. And the story about EU visibility started...
  4. 4. Enigma is solved! Zezelj bridge – project worth 45 million euro, out of which 26 million is co-financed from IPA
  5. 5. • Basic guidelines for visibility of EU (co)financed projects are given in COMMUNICATION AND VISIBILITY MANUAL FOR EUROPEAN UNION EXTERNAL ACTIONS • What does every “EU” project need to communicate? Basic visual elements: • Flag of the European Union • Name of the project and logo of the project if there is one • co-financing statement • content disclaimer EU visibility criteria
  6. 6.  Promotional meetings, press conferences  Websites, blogs, newsletters  Brochures, leaflets, catalogues  Studies, publications, newspaper articles  Advertisements, audio and visual materials  Promotional material/props (business cards, pens, folders, calendars, badges, bags, caps, shirts , etc.) EU recommendations for communication, desired activities
  7. 7. Still – communication YES, but for a purpose...
  8. 8. • How do the media report about ”European topics and EU funds“? • What does the voice of the people say? • What is our strategy? • What are our tools? • What is the result? …”the European story”…
  9. 9. ‘HOW DOES IT RELATE TO US?’ Media reports on European integration BBC Worlds Service Trust research financed by the EU, September 2010
  10. 10. • There is a large number of reports, but readers and viewers of Serbian media marked them as bad – too short, too formal and difficult to understand • 1/3 of the stories are placed well - On TV and radio in the first three news stories - In printed media on the first three pages • National media report much more than local - 40 : 14 on average, per month • Main topics are politics, economy and the process itself and they are often based on covering official events • Agriculture, environment, consumer protection, health and education have been neglected as topics in reporting - Less than three percent of all reports are from the field of agriculture • Reports do not have “depth” – they are descriptive and without analysis - 42% of TV reports, 56% of printed reports and 58% of online reports are just descriptive KEY RESULTS
  11. 11. • Reports are not balanced - 61% of EU stories on TV present only one speaker or only one opinion • Reports are mainly positive towards the EU, which makes the audience doubt their credibility • Respondents mostly want to see stories about lives of ordinary people • Main obstacles – lack of specialisation of reporters and media’s fear that the stories would not “sell” KEY RESULTS
  12. 12. July 2013 • If there was a referendum tomorrow asking, “Do you support Serbia’s accession to the European Union,” 50% of the citizens would vote for, and 24% against. • A large number of citizens, 68 percent, still believes that reforms essential for EU accession should be implemented even if they are not set as conditions for EU accession, because it would create a better Serbia for us. • 47% of citizens consider TV shows showing experiences of ordinary people in the EU accession process the most interesting type of topic. What does the voice of the people say?
  13. 13. Interest in the European Union 13 • Around one third of citizens have heard about projects financed from EU funds 31 69 Yes No Have you heard about any project financed from EU funds? % 27 24 23 21 21 16 16 13 12 Justice and home affairs Protection of the environment Public administration reform Development of private sector Energy Agriculture Social development Cross-border cooperation Transport THOSE WHO HAVE HEARD What area does this project or these projects cover? % Multiple answers
  14. 14. 14 European Union is considered the biggest donor for Serbia since 2000 % 41 38 23 20 13 12 1 European Union Russia Japan China USA Norway Do not know / No answer What countries from this list would you consider the biggest donors to Serbia from 2000 until now? % Two answers 1 1 1 97 Up to 150 million EUR Over 150 million EUR A lot of money Do not know / No answer Do you know what is the approximate amount of money that Serbia gets from EU funds yearly? % 46 31 12 1 34 About specific projects in Serbia financed from EU funds The amount of aid depending on Serbia's status (how much it is right now, how much… What are the rules for submitting proposals Other Not interested in any of the topics What topics related to EU funds would you like to learn more about? % Multiple answers
  15. 15. NEW APPROACH  “Human dimension” in EU stories  Introducing national, regional and local dimensions  Use of new media technologies and social networks...
  16. 16. COMMUNICATION STRATEGY 2011 Activities Electronic and printed media (national, regional and local) are the main partners in implementation of communication activities and in providing information about EU accession negotiations and EU funds. 1. Regular communication with the media 2. Organising quarterly consultations of SEIO with the press, editors in chief and media directors (just before publishing the report on the implementation of NPAA of RS). The goal of these consultations is primarily timely sharing of information, in accordance with established goals and new communication approach. 3. Training and press study visits - Shifting focus from information about the process of accession of Serbia to the EU to the effect this process has on everyday life (e.g. How to recognize the Law on Consumer Protection or the Law on Waste Management in a real life situation). 4. Giving the press information about examples from everyday life that the press would be interested in, in the context of the accession process of Serbia to the EU. 5. New specialized media formats and contents relating to dialogue groups –
  17. 17. SEIO website + Isdacon database
  18. 18. Communicating about EU funds • Specialised TRAINING for the press • Organising PRESS TOURS for the press (“Požarevac – reconstruction of the water supply system” and “Požarevac at the end of Decade of Roma Inclusion”, at the end: Radovanović Winery), direct result – large number of publications on specific projects (focusing on stories of the people) • Coordinating the IPA VISIBLITY OFFICER network and specialized training for them (regular communication, common activities)
  19. 19. Communicating about EU funds • Development of specialized audio and visual content (content selection – examples of good practice, cooperation with partners on cross-border cooperation programmes and EUD, editing and placement into different media formats – recorded stories about 6 towns in Serbia where more than 15 projects have been implemented. Distribution through the network of local TV stations and TV stations with national frequency). • Award for a media report on a project realized in Serbia financed by the EU • Organizing different events and happenings
  20. 20. Flash mob, Knez Mihailova street, 21 September 2013
  21. 21. WE DID THIS LAST SATURDAY... European Cooperation Day 21 September It was celebrated by more than 40 countries throughout Europe for the first time last year Flash mob Report
  22. 22. Thank you! IVANA ĐURIĆ idjuric@seio.gov.rs European Integration Office Government of the Republic of Serbia