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Creating Media Interest for Hungary-Croatia IPA CBC Programme

Learn how to generate media interest for the Hungary-Croatia IPA CBC Programme and overcome geographical and language barriers in cross-border communication.

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Creating Media Interest for Hungary-Croatia IPA CBC Programme

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  1. 7th INFORM Network Conference Sofia, 17- 18 May 2011"Creating mediainterest for ERDF programmes: the case of the Hungary- Croatia IPA CBC programme"

  2. Background Specific situation- Croatia (Candidate Country) and Hungary (MS) in the IPA CBC Programme How to create interest of media for the present CBC co-operation and for the future ETC (ERDF) time?

  3. Specific Programme area Border (328 km) geographically limited in case of both countries (determined by natural characteristics- rivers Mura, Drava) Problem of the slowlier opening of borders (Shengen Border)) Cross-bordertransport infrastructure is weak and limited (only 6 road and 3 railway border crossings

  4. Specific Programme area • The co-operation in the previous CBC period(s) was just at the beginning (before HU-HR bileteral CBC Programme 2007-2013 only 5 real joint projects have been implemented) • Very strong language barrier VERY GOOD HU-HR BILATERAL RELATIONS

  5. Slogan & logo • To minimize geographical handicap • Starting point to draw attention to the Programme to all target groups Raise the interest of the media

  6. Specific legal framework BesidesCommission Regulation (EC) No 718/2007 of 12 June 2007 (IPA) taking into consideration the importance of the communication as well as the fact that Croatia will be MS in future COMMISSION REGULATION (EC) No 1828/2006 setting out rules for the implementation of Council Regulation (EC) No 1083/2006 laying down general provisions on the European Regional Development Fund, the European Social Fund and the Cohesion Fund and of Regulation (EC) No 1080/2006 of the European Parliament and of the Council on the European Regional Development Fund (CHAPTER II, IMPLEMENTING PROVISIONS OF REGULATION (EC) NO 1083/2006, Section 1 Information and publicity) has been consulted, especially when drafting the COMMUNICATION PLAN of the Programme

  7. Communication should be organised in effective way • How to minimize geographical handicap? • Will journalists at • all understand complicated and specific set up? • Will media be interested at all? Local or national media? • Are only projects interesting for promotion? • Or the Programme itself has an opportunity and potential to offer something? • Where the interest will be higher? In Hungary as MS or Croatia as CC?

  8. Communication should be organised in effective way • Creating connective corporate identity • Not easy task, especially when presenting Programme as whole • Local media on both sides showed more interest. National media dominantly on Croatian side • Project promotion much easier • Programme level- TPP (joint strategic tourism project) gave an opportunity • In Croatia stronger media impact

  9. Media coverage, 2009 and 2010 Much higher interest of media on Croatian side in 2009 and 2010 • More funding available in Hungary being Member State of EU • In Croatia EU related topics still unknown, everything is new • Instrument for Pre-Accession Assistance (IPA) in Croatia: many counties (regional level) can only develop concrete projects through CBC (case of HU-HR Programme)

  10. Media coverage, selection 2009

  11. Media coverage, selection 2009

  12. Media coverage, selection 2010

  13. Media coverage, selection 2010

  14. Future activities of JTS to improve the media interest • Strengthening the contacts with media on Hungarian side • Promoting the interest of media in Hungary for Croatia as MS in future • Search for the interest through the different new promotional activities • Stronger possibility through the tourism actions CfP

  15. http://www.hu-hr-ipa.com

  16. Hungary-Croatia IPA Cross-border Co-operation Programme 2007-2013 Thank you for your attention! Tvrtko ČELAN Programme and communication manager HU-HR Joint Technical Secretariat

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