Social media and blogs enable everyone to share their stories, and indeed, they are important for communicating the success of the EUSBSR. But, we should not forget that the traditional media still exist, and the audience of a newspaper or a radio programme is still most likely much wider than the one of a social media account. However, this also means that the story must be of a high interest. 


So, how the EUSBSR stakeholders can attract media?

PLAN AHEAD

When planning the communications of a project, think also what activities could attract the media.

  •  EXAMPLE: Remember that journalists often write from layman perspective, thus when planning the activities and their communications, try to think how they could interest the general public or offer information that is meaningful to people not working with the EUSBSR.

 

ACTION BRINGS ATTENTION

The EUSBSR activities that have been well covered in the media are usually events with lots of action, such as exercices and live demonstrations or cleaning the environment.

  • EXAMPLE: BALEX DELTA 2018 oil spill exercise in the Baltic Sea reached an excellent media coverage. The topic itself was of course interesting, but even more interesting may have been the popcorn that was used to simulate oil. It was something unusual that attracted both the media and the readers.

 

 

LOCAL PERSPECTIVE

To reach the news threshold on a local level, the story should be told from a local perspective, and have a connection to local people.

  • EXAMPLE: The launch of the ECOPRODIGI project attracted media mostly for two reasons: the lead partner is a university (a well know institution in its hometown) and the budget of the project made good headlines. ECOPRODIGI focuses on maritime industry, also a well established industry in the lead partner's region, so there were many local points for the media to catch upon.  

 

 

TELL SOMETHING NEWSWORTHY

Not every meeting or activity attracts media, but for example, kick-off meetings, the EUSBSR Annual Fora or final conferences provide new information, ideas and results to report.

  • EXAMPLE: During the EUSBSR Annual Forum, journalists and reporters are already present, so it is a good opportunity to have visibility for your story, and for the EUSBSR in general.

 

BE ACTIVE IN CONTACTING MEDIA

Send press releases and opinions (taking a stand is often more interesting than being neutral, thus don't be afraid to say what you think!) Consider whether you should contact the local or national media in your national language, or if you're trying to get visibility in pan-European English media. Try to find personal addresses of journalists who have previously covered similar matters. Calling to the journalists might not be a bad idea!

Consider also using well-known spokespersons & ambassadors for your story, and invite journalists to see your activities or profit from your expertise. Do not underestimate press conferences, either.

  •  EXAMPLE: Baltic Sea Report is the only Baltic Sea region focused publication, and a natural platform to be in touch and to offer pieces for publication.

 

 

EUSBSR SUCCESS STORIES IN MEDIA

Here you have a collection of articles featuring the EUSBSR, its Policy Areas/Horizontal actions and/or Flagships that can be used as examples of a success stories in English language media. Note that getting visibility to a good story in local and national media is much easier - so don't be afraid to give it a try!

Baltic "Big Sea" Strategy, op-ed by Alexander Stubb & Toomas Hendrik Ilves in EUobserver

Inland navigation in the Baltic Sea region - more cooperation needed, EMMA-project in Baltic Transport Journal

Forums on Baltic Sea Region focus on EU strategy, challenges, the 9th EUSBSR Annual Forum & live exercise featured in XinhuaNews.

Baltic Sea region embraces the bioeconomy, PA Bioeconomy featured in Rural Connections magazine
 
 
 
 
 
 
Nordic bioeconomy for sustainable change, PA Bioeconomy featured in EUobserver