27 November 2007Europe Direct Bornholm Telling the story Experiences in communicating EU Cohesion...
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Transcript of 27 November 2007Europe Direct Bornholm Telling the story Experiences in communicating EU Cohesion...
27 November 2007 Europe Direct Bornholm
Telling the story
Experiences in communicating EU Cohesion Policyon Bornholm (DK)
By Niels Chresten AndersenHead of Europe Direct Bornholm
27 November 2007 Europe Direct Bornholm
Bornholm• 43 000 inhabitants• More than 600 000 visitors annually• 29 local community organisations• Great natural, cultural and culinary heritage• Central location in the Baltic Sea Region
27 November 2007 Europe Direct Bornholm
Challenges….
• Accessibility• Island, rural and peripheral
• Population• Depopulation since 1980• Growing lack of young
people
• Business• Agriculture, fishing and
tourism the dominant industries
• A business structure based on micro enterprises
• Low educational and income levels
3-5 MEUR per year from Structural Funds invested in
• Better infrastructure
• More qualified labour force
• New higher educational offers
• Innovation and SME development
• Modernised and diversified agriculture, fishing and food industry
• Tourism development
• International cooperation
Structural Funds
27 November 2007 Europe Direct Bornholm
Cohesion Policy = to meet the needs of tourists, feeling a call of nature?
Raising awareness among potential beneficiaries – yes!
BUT also
Explaining and improve understanding among the citizens in general
27 November 2007 Europe Direct Bornholm
The mental barriers
EU is trying to buy our support!
Only bad businessmen need EU grants – good businessmen not!
Why cannot all get grants from EU?
Why first send money to Brussels, and then get them back again?
The ”EU language”, not for ordinary people...?
From EU
to you!
27 November 2007 Europe Direct Bornholm
Explaining Cohesion Policy
• Links to the Single Market and the EMU• Cohesion Policy allows all parts of EU and all groups to
get advantage of the EU cooperation
• The basic principles• Concentration• Partnership and subsidiarity• Additionality• Multiannual programmes• Sustainability• Equal opportunities
27 November 2007 Europe Direct Bornholm
• Homepage• Electronical newsletter 26-
30 issues per year• Media contacts• Publications and videos• Annual fairs• Monthly Europa Café• Conferences• Documentation centre• Q&A service, first stop• Guest teaching• Training and exchange• TA and partner search• Networking• Cross border cooperation
Turning EU information into local action
Key word: Proactive!
27 November 2007 Europe Direct Bornholm
Local organisation and partners
1994-2004: Rural Carrefour relay
2005- ?: Europe Direct relay
Hosted by the Growth & Regional Development Unit, dealing with structural fund programmes, EU Growth & Jobs Strategy, Traffic, Education and Culture.
Close cooperation with EC Representation, economic and social partners on Bornholm, media, libraries and schools etc.
27 November 2007 Europe Direct Bornholm
Experiences…
• Cohesion Policy must be understood• Not only as money available for someone
• The most effective communication is proactive and local based• Stories related to local situation and effects• Easier access to the local media, and to follow up• Easier to reach schools and potential beneficiaries• Easier to connect information relays with structural fund
management and other key actors in relation to the Cohesion Policy (communicating teams)
27 November 2007 Europe Direct Bornholm
Thank you for listening!
Niels Chresten AndersenEurope Direct Bornholm
Ullasvej 23, DK-3700 RønneTel: +45 5692 1303