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 "Actually, I would say that my work is communication"

PAC in the "Let's communicate!" communication survey

 

PAC – the crucial mediator of EUSBSR communication flows

PACs have an important role as a mediator between policy level, national coordinators, other PACs and Flagships. Being a mediator is about collecting and disseminating relevant information to different stakeholders, and making sure that this information is easily available.

As a mediator, PACs must balance between the Policy Area and the EUSBSR, since PACs should ensure the communication and visibility of both. Sometimes we may find it easier to communicate the PA, but it is good to remember that the Strategy itself should be equally considered in the communications, and not be bypassed or forgotten.

PACs as communicators both provide information to different stakeholders and receive input from other stakeholders. It is wise to keep in mind that the work of different stakeholders often depends on the activity of the PAC. For example, imagine if a PAC does not communicate regularly with their Flagships. How could this impact the work of the Flagships?

On the other hand, PACs cannot stay informed if Flagships do not provide information. If this is the case, it is good to remember that

a) PACs are expected to ensure active commitment from stakeholders, and
b) flagships are entitled to receive support and advice how to use the flagship status to gain desired benefit. 

Thus, by communicating regularly PACs can best support Flagships, and also remind what is expected from Flagships if communication flows are not working both ways.

These examples showcase that coordination work is, in fact, communications, and a good reminder that a PAC mediates also between external and internal communications. Both are important, but often external communication becomes easier when internal communication is working. For instance, succes stories are a great way to promote the EUSBSR but stakeholders are not aware of them without internal communication flows. 

 

Communications means

For internal communications

Regular contacts

Face-to-face/bilateral contacts

Digital platforms


For external communications

Digital platforms

Mass media

Face-to-face

Audiovisual material

 

NOTE! Make sure that the internal and external communications are consistent!