[{"bbox": [145, 151, 880, 227], "category": "Section-header", "text": "# 6 STRATEGIC COMMUNICATION AND PUBLIC DIPLOMACY"}, {"bbox": [145, 258, 1081, 313], "category": "Text", "text": "The 2021-2027 programming cycle will adopt a new approach to pooling, programming and deploying strategic communication and public diplomacy resources."}, {"bbox": [145, 324, 1081, 379], "category": "Text", "text": "Regional and global strategic communication and public diplomacy funds will be managed from headquarters."}, {"bbox": [145, 389, 1081, 520], "category": "Text", "text": "At country level, action documents for specific sector programmes are no longer required to include a provision for communication actions promoting the programmes concerned. These resources will instead be consolidated in Cooperation Facilities established by support measure action documents, allowing Delegations to plan and execute multiannual strategic communication and public diplomacy actions with sufficient critical mass to be effective on a national scale."}, {"bbox": [145, 534, 1081, 669], "category": "Text", "text": "To that end, Delegations will first develop short strategic communication and public diplomacy plans that reflect the objectives of the Delegation as a whole in this domain, initially covering the period up to the Mid-Term Review (MTR). The plans will be endorsed by a coordination mechanism comprised of the EEAS, DG INTPA, DG NEAR and FPI, and will be reviewed, modified and extended as appropriate as part of the MTR process."}, {"bbox": [145, 680, 844, 708], "category": "Text", "text": "The EU Delegation in Malawi has the following overall strategic objectives:"}, {"bbox": [145, 719, 1081, 774], "category": "List-item", "text": "- Establish and/or strengthen relationships with key identified target groups as our target audiences for public diplomacy through targeted actions"}, {"bbox": [145, 785, 1081, 840], "category": "List-item", "text": "- Build on the Team Europe initiatives to showcase strong EU positions and impact on topics of strategic interest in the country"}, {"bbox": [145, 851, 1081, 903], "category": "List-item", "text": "- Raise awareness and build capacity of media and other public diplomacy actors on environmental issues."}, {"bbox": [145, 916, 1081, 1077], "category": "Text", "text": "While formulating a renewed comprehensive strategic communication and public diplomacy strategy, the EU Delegation and the other Team Europe members are striving to position Team Europe as a strategic partner on trade and economic matters, a pioneer in sustainable growth, skills development and jobs and a global leader and partner for progress on governance and human rights. At the same time, given its obligations the EU Delegation ensures sound communication on its decisions and activities to EU citizens and other interested parties."}, {"bbox": [145, 1088, 1081, 1170], "category": "Text", "text": "Going forward, the EU Delegation has identified the following as priority target audiences: students and academics, youth, politicians, think tanks, local/ religious leaders, media and influencers, development partners, civil society organisations."}, {"bbox": [145, 1180, 1081, 1341], "category": "Text", "text": "The communication work, adequately tailored to the audiences, will focus on explaining and informing (what the EU does and why), engaging (how is the partnership with EU making a positive difference by transforming ordinary lives and strengthening Malawi's development), and facilitating participation (ensure voices are heard). Where relevant, campaigns targeting a wider public will also be organised on topics addressed by specific development projects, with the overall aim to increase awareness and understanding of EU policies and actions in the country."}, {"bbox": [145, 1431, 971, 1458], "category": "Text", "text": "Foreseen initiatives (partnerships or channels) per target group are summarised as follows:"}, {"bbox": [145, 1466, 1080, 1604], "category": "Table", "text": "<table><thead><tr><td>Target</td><td>Justification</td><td>Initiatives</td></tr></thead><tbody><tr><td>Young People, Students and Academics</td><td>Next generations of leaders</td><td>- Young Leaders Initiatives (e.g. Young European Ambassador)</td></tr></tbody></table>"}, {"bbox": [965, 1680, 1081, 1704], "category": "Page-footer", "text": "Page 12 of 14"}]