A Comparative Analysis of Cohesion Policy Communication Strategies

Corchado, Laura and Fernandez, Nuria and Martin, Fuensanta and Mendez, Carlos (2018) A Comparative Analysis of Cohesion Policy Communication Strategies. [Report]

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    Abstract

    A core objective of Cohesion policy is to ensure that the policy’s objectives, funding opportunities and achievements are visible and communicated effectively to applicants, stakeholders and the wider public. This research paper provides a comparative analysis of communication strategies and their effectiveness in 17 regions across the EU, drawing on desk research, interviews and surveys of stakeholders, as well as a representative citizen survey in each of the case study regions. Furthermore, it reviews EU-level strategies for communicating Cohesion policy and presents the key findings of a survey of policy elites in the Commission and European Parliament on Cohesion policy communication. The main conclusion is that Cohesion policy communication strategies are improving but are failing to rise to the challenge in terms of a focus on citizens and their daily lives, results oriented planning and sophistication of methods, effective use of both traditional and social media and local differentiation. Based on these findings, a series of policy recommendations are set out to improve the communication of Cohesion policy.