The two words 'information' and 'communication' are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.

Sydney J. Harris

 

Actually, I would say my work is all about communication.

PAC in the communications survey

 

Effective and credible communication is a crucial element embedded into the whole EUSBSR framework. For what is coordination of activities among various EUSBSR stakeholders but communication? And how would the EUSBSR actually exist (to the actors implementing it or to external audiences) unless its results and benefits are communicated?

More effective – and affective – communications of the EUSBSR starts from ourselves, us who know the developments and details in a certain field of the EUSBSR. 

Of the separation and link between internal and external communication

According to the EUSBSR communications survey,  many EUSBSR key stakeholders understand communications as something directed only to external audiences, to the vague “general public”. Communications should refer, however, both to internal and external communication flows, which are two very different but at the same time inseparable concepts.

 

Internal communication in the EUSBSR context can be defined as 

the transmission of information and establishing a dialogue between organizational members or parts of the EUSBSR. It takes place across all levels and organizational units of the Strategy.

External communication, on the other hand, refers to 

the transmission of information and establishing a dialogue between EUSBSR and another person or entity in the Strategy’s external environment.

 

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The EUSBSR is a complex framework with various implementing stakeholders, ongoing projects and processes. All the implementing stakeholders, be they NCs, PACs, HACs or Flagships, view the EUSBSR from a different angle.

The image of the EUSBSR to external audiences takes easily a very different shape depending on who is communicating about it. In such a complex framework efficient internal communications between the stakeholders is of immense importance – and directly contributes to clearer external communications.

Credible external communications doesn’t take place unless the internal communication flows are efficient and informative among all key stakeholders. This is especially true with an “organisation structure” like the EUSBSR.

All key stakeholders should both be ready to actively spread information about their activities and able to digest and apply the information from others to their own activities. Reciprocal dialogue should take place between all the different stakeholders.

 

 

Tool kit internal external