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Communicating Cohesion Policy in a Large Programme Area

This workshop discusses the challenges of communication in the Northern Periphery Programme (NPP) 2007-2013. It explores the characteristics of the programme area, the NPP approach to communication, and provides examples of solutions. The NPP website and the roles and responsibilities of various stakeholders are also discussed.

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Communicating Cohesion Policy in a Large Programme Area

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  1. Northern Periphery Programme 2007-2013The challenge of communication in a large programme area OPEN DAYS - Workshop “Communicating Cohesion Policy Together” (07C07 ) 7 October 2008, Brussels

  2. Overview • Introduction • Background NPP 2007-2013 • Programme Area • Characteristics • Communication Challenges • NPP Approach • Roles and Responsibilities • Examples of Solutions • NPP Website • Conclusions

  3. Introduction • Northern Periphery Programme 2007-2013 Programme SecretariatStrandgade 91, 4th floorDK-1401 Copenhagen K, DENMARK www.northernperiphery.eu • Kirsti MijnhijmerProgramme Manager for Information & CommunicationTel. +45 3283 3784 E-mail: kirsti.mijnhijmer@northernperiphery.eu

  4. Background NPP 2007-2013 • Programme statement: Innovatively investing in Europe’s Northern Periphery for a sustainable and prosperous future • Transnational programme under European Territorial Cooperation • Approved: on 28th September 2007 • Budget: €35.115 million ERDF and €10.155 million ERDF equivalent • Status: 17 main projects, 12 preparatory projects. Committed: 42% • Priorities: • Promoting innovation and competitiveness in remote and peripheral areas • Sustainable development of natural and community resources

  5. Programme Area • Area stretches from Russian to Canadian border • EU Member States • Finland • Ireland • Northern Ireland • Scotland • Sweden • Non EU countries • Faroe Islands • Greenland • Iceland • Norway

  6. Characteristics • Geography • Low population density • Low accessibility, rurality, insularity, peripherality • Environment • Harsh climate and difficult terrain • High quality but vulnerable environment • Abundance of natural resources • Economic and social • Flexible and skilled labour force • Dependence on single economic activities and public employment • Aging population and youth out-migration • Rich cultural heritage

  7. Communication Challenges • Large Programme Area • Area stretches far outside EU borders • Different cultural “families” • Languages include Sami, Gaelic, Greenlandic • Low accessibility • Long travel distances and poor connections along latitudes • Low broadband connectivity • Limited resources • Small Programme Secretariat • Limited financial resources

  8. NPP Approach • Cooperative: communication is a joint responsibility • Interactive: not just information but two-way communication • Inclusive: widest possible audience, including difficult to reach groups • Innovative: new media and technology to bridge geographical distances • Sustainable: limiting environmental impact of publications and events • Simple: avoiding information overload • Value for money: good solutions at reasonable price

  9. Roles and Responsibilities • Programme Secretariat • Overall programme level communication to general public, project, programme bodies • Managing Authority • Official communication with programme bodies and European Commission • Regional Contact Points • Promoting programme in countries • Assisting applicants and projects in their own language • Projects • Developing mandatory set of communication tools and attending NPP events • Reporting on communication indicators and performance • Providing and updating online project description • Passing on success stories

  10. Examples of Solutions • Programme Secretariat • Mandatory elements available downloadable picture files for projects • Website as virtual meeting place for the NPP community • Information presented in digestible amounts • Event planning: central locations such as Copenhagen, avoiding Fridays • Regional Contact Points • Annual events for project partners from own country • Press releases in own language after each event • Programme brochure translated in Norwegian • Assisting Secretariat when inviting participants for thematic events • Projects • Editing rights to own project description on NPP website

  11. NPP Website www.northernperiphery.eu • Main form of communication • Profile system • Users: register for newsletters or events • Applicants: submit project ideas and project applications • Projects: update project description, news and events • Regional Contact Points: Add news and events. • Programme bodies extranet for document exchange • Under development • News alert service • Regional pages (in own language!) • Flash animations • Statistics monitoring system

  12. Conclusions • NPP approach: communication is a cooperative effort • Large programme area • Limited resources • Using challenges to advantage • More ownership of the programme and its results • More dynamic and more relevant information • Better use of available resources • Regional points of information results in more customised communication • Projects form the link between the programme and the citizens in the area

  13. Thank You for Listening!www.northernperiphery.eu

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