Over the years, numerous international organizations have emerged with the goal of cooperation and development. Since 1993, the European Union, by incorporating its foreign policy among its political priorities, has defended the European values of freedom, democracy, equality, the rule of law, and the promotion of peace, and seeks to promote them around the world. Its objective is to contribute to a better world through a trade policy based on multilateralism and international order.
Every year, Europe strives to become stronger in the world and help others build developed, innovative, and democratic economies. Therefore, we analyze the visibility of the actions carried out by the European Union and the World Bank to understand the scope of their activities.
The EU places great importance on the visibility of its projects because it implies greater transparency in its activities. Its accountability and responsibility to keep all citizens and institutions informed require a significant effort to present the results of its projects.
Today, there is a huge problem with misinformation, and therefore, visibility and communication are fundamental tools. Providing information about who funds each project, the results achieved, and the true transformation of reality generates greater credibility and contributes knowledge. To make these projects visible, we no longer rely on reports, brochures, or any paper format. Technology has forced organizations like the EU to use YouTube channels, social media, and even news reports to provide much-needed visibility. Furthermore, to make these projects even more visible, the European Union must work with local and regional public institutions within the beneficiary country and clarify who provides the funding for the project.
Through the transparency offered by dissemination, it becomes possible to report on the impact these projects have on other communities. At the same time, it fosters awareness among individuals through a developed communication plan. For example, a project developed in Panama deserves a developed communication and visibility plan to reach the target audience and also inform the rest of the population, such as taxpayers, students, teachers, parents, families, local governments, and the education sector. This plan also provides visibility for this project. Foreign ministry websites can also be useful tools for more open dissemination to the public through the use of press rooms (such as AECID) (European Union, 2021). All collaboration requires visible and transparent results, allowing for an understanding of how the project was carried out. Therefore, it is vitally important to disclose who is responsible for the projects, as in this case, the EU.
Being part of a democratic system, freedom of information is key to keeping the public informed. Furthermore, this information helps the EU create its own corporate identity and, consequently, a future reputation beyond its borders. International projects generate media attention, such as CEDECOM, an audiovisual production company from Malaga, which can help promote the visibility that the European Union brand so desperately seeks. In this case, CEDECOM produced a report on banana production in Belize. For this report, the production company made a series of short videos to explain the project and give it visibility. The media greatly contribute to making this visibility possible and reaching a greater number of people (European Union, 2021).
According to the World Bank article on: “Communication and Visibility in Umbrella Programs”, Giving visibility to projects like the one in Guatemala for coffee producers in Huehuetenango helps increase the number of contributions, as the partners who invest in the projects also want their identity and work to be recognized. Similarly, communicating the organization's values, priorities, and objectives fosters the transparency and credibility it seeks. To provide the necessary visibility, the EU places great emphasis on newspaper appearances highlighting the organization's funding of the project. (World Bank, 2020) (Ministry of Foreign Affairs, 2018).
On the other hand, if we look for the European Union in Instagram We see that it has a large number of social media profiles with different names, such as the European Union in Kuwait, Nigeria, Indonesia, or Canada. We can see that the organization uses social media to give visibility to all the projects it funds.
Organizations have a strong interest in showcasing all their projects and making their brand visible. Once the projects are completed, the organization and its Communications Department are responsible for making those projects visible through communications. For example, the European Union implemented a project in Guatemala with the goal of supporting comprehensive and equitable development processes in Huehuetenango, in conjunction with Corporate Organizations and Second-Level Producer Associations. This program supported rural and local development in this region, which is one of the poorest in the world (Boleo Global, 2009).
In addition to providing jobs for many families and boosting rural demand, the European Union, through visibility, manages to raise awareness of the project through communication and achieve greater sustainability. When we talk about sustainability, we mean that each project contributes to the creation and improvement of future ideas or needs. The more projects are implemented, the more they will improve, and the more sustainable development they can be. This dissemination and transparency is achieved through the promotion of visual channels to convey information and, above all, through the media's promotion of the project, always with the name of the European Union at the forefront.
As we mentioned before, the media is essential for giving visibility to international projects. For example, CEDECOM's role in the Belize project and the banana plantation is highly relevant, as it helps European civil society see projects implemented on another continent in a more visible way. We must not underestimate the crucial role played by the media and communication agencies, such as the EFE Agency and its report on coffee production.
In conclusion, raising awareness brings significant benefits to the organization, in this case the European Union. It is vitally important because it helps curb misinformation and foster transparency within the organization. Civil society often has doubts about its trust in political entities, but this type of project helps establish better relationships with society, businesses, and organizations. It helps with accountability and the dissemination of information relevant to the organization when creating its own image and brand. Furthermore, it fosters greater cooperation and collaboration with future partners and other organizations willing to participate in projects of this magnitude. It creates cohesion within the Union and in the beneficiary country by raising awareness and attracting the attention of civil society. In general, it creates a sense of responsibility and closeness on the part of the EU toward the public (Ministry of Foreign Affairs, 2018).
SOURCES:
- Boleo Global. (2009). Rural and local development program in Huehuetenango. Is. Retrieved from https://www.extenda.es/boleoglobal/proyectos/ue-programa-de-desarrollo-rural-y-local-pdrl-en-huehuetenango-organizaciones-de-productores-capacitacion-e-intercambio-de-experiencias-con-entidades-economicas-en-andalucia/
- Ministry of Foreign Affairs. (2018). Annex VI – Communication and Visibility Plan ENI Delegation Agreement 2018/403-786, 1–6.
- European Union. (2021). Communication and visibility in EU-funded external actions. European Union.
- European Union. (2022). Communicating and raising the profile of the EU. Retrieved from https://ec.europa.eu/info/funding-tenders/managing-your-project/communicating-and-raising-eu-visibility_es
- World Bank. (2020). Communication and Visibility in Umbrella Programs, (March).