[{"bbox": [72, 121, 995, 154], "category": "Section-header", "text": "# 6. STRATEGIC COMMUNICATION AND PUBLIC DIPLOMACY"}, {"bbox": [83, 184, 1144, 263], "category": "Text", "text": "The objective is to engage in meaningful and effective communication with selected target audiences in order to enhance the widespread understanding and awareness of the European Union in Malaysia and its role in the region (ASEAN and wider Asian region) and the world."}, {"bbox": [83, 291, 145, 314], "category": "Section-header", "text": "## Goals:"}, {"bbox": [120, 318, 1144, 371], "category": "List-item", "text": "- Enhance the image of the EU as a values-based organisation grounded in the respect for human dignity and human rights, freedom, democracy, equality and the rule of law."}, {"bbox": [120, 371, 1144, 423], "category": "List-item", "text": "- Promote a unified picture of the EU and its Member States and strengthen the understanding of the EU as a global actor."}, {"bbox": [120, 425, 906, 451], "category": "List-item", "text": "- Promote EU and Malaysia partnership and highlight our engagement in Malaysia."}, {"bbox": [120, 452, 1144, 504], "category": "List-item", "text": "- Advocate for a rules-based order and connectivity in the international community, and emphasise our joint efforts with Malaysia in the global community."}, {"bbox": [83, 532, 247, 557], "category": "Section-header", "text": "## Target audiences:"}, {"bbox": [120, 558, 1144, 611], "category": "List-item", "text": "- Policy influencers and opinion shapers: Influential groups, organisations and individuals that are able to shape both the public as well as the official government opinions on important and specifically sensitive issues"}, {"bbox": [120, 612, 963, 638], "category": "List-item", "text": "- Policy makers: politicians and governmental counterparts at different hierarchical levels"}, {"bbox": [120, 639, 1144, 716], "category": "List-item", "text": "- Multipliers: print, audio-visual and online (especially social) media - journalists, editors, media owners and media associations, civil society, social partners, academia, cultural organisations and operators, Erasmus+ Alumni, EU Member States, EUVP, Jean Monnet Centres of Excellence"}, {"bbox": [120, 718, 1144, 771], "category": "List-item", "text": "- Next generation & Youth: future policymakers and policy influencers who can shape the future of EU-Malaysia relations"}, {"bbox": [120, 772, 295, 798], "category": "List-item", "text": "- General public"}, {"bbox": [83, 827, 182, 852], "category": "Section-header", "text": "## Approach:"}, {"bbox": [120, 853, 1144, 906], "category": "List-item", "text": "1. Develop a brand that promotes our values, goals, and overall objective and clarifies the identity of the EU in Malaysia"}, {"bbox": [120, 907, 680, 933], "category": "List-item", "text": "2. Engage in social media to directly reach target audiences"}, {"bbox": [120, 934, 932, 960], "category": "List-item", "text": "3. Use EU projects to strengthen EU visibility and link it to public diplomacy messages"}, {"bbox": [120, 961, 612, 987], "category": "List-item", "text": "4. Spread EU awareness through cultural diplomacy"}, {"bbox": [83, 1014, 1144, 1066], "category": "Text", "text": "A Strategic Communication and Public Diplomacy plan will be set up, as a component of the Malaysia Cooperation facility via a service contract. (cf sections 4.3.2 and 4.5)"}, {"bbox": [1133, 1659, 1157, 1681], "category": "Page-footer", "text": "18"}]