Communication, Charlélie Jourdan

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En provenance du cours de HEC Paris

Understanding Europe: Why It Matters and What It Can Offer You

148 notes

HEC Paris

Understanding Europe: Why It Matters and What It Can Offer You

148 notes

Regardless of where you live, the European Union not only affects your life, but may also transform it. By learning how Europe works, a new world will open up to you and discover new jobs you never heard of. The European Union has a large, yet often unnoticed, impact on many aspects of everybody’s life. We will analyze what the EU is doing for YOU regardless of where you live. We will also look at what YOU can do for and in Europe. Whether you are traveling, eating, working, doing business, shopping, surfing the Internet or breathing, all these activities are largely shaped by the EU. As a result no global citizen, business leader, lawmaker, lobbyist or student can effectively operate in Europe or in the world without a solid understanding of this unique laboratory of integration. While the EU is often depicted as a monstrous bureaucratic creature, condemned to irrelevance by the emerging economies, in 50 years it accomplished what other countries took centuries to realize. The EU remains the most accomplished experiment of economic, social and political integration in human history. Given its inherent complexities, this Course aims at empowering you on what Europe can offer and will enable you to discover jobs and opportunities you were not aware of. Indeed, throughout the whole course, participants will be confronted with real-life examples of EU action. EU affairs professionals will share their personal EU experiences and tell us about their EU jobs. You will also be able to interact with the instructor and other participants, share your opinions, question the instructor’s assumptions and hence shape the course’s content.

À partir de la leçon

A Job for All (Optional)

This optional module includes interviews with people who work closely within the EU

Entrepreneur, Andras Baneth6:10

Research, Chiara Bortoluzzi2:15

EU Official, Simonetta Cook7:21

NGO, Helen Derbishire1:37

Lobbyist, Sabine Dittrich4:06

NGO, Doru Frantescu1:45

EU Official, Anne Houtman4:14

Communication, Charlélie Jourdan5:39

EU Official, Gérard Legris2:59

EU Official, Robert Madelin2:28

Lobbyist, Vinciane Patelou4:26

NGO, Ronny Patz1:35

Political Staff, Axel Singhofen3:34

NGO, James Thronton3:13

Edition / Research, Cliff Wirajendi1:42

Lobbyist, Martin Wittenberg3:44

Media, Jon Worth4:29

Rencontrer les enseignants

Alberto Alemanno
Jean Monnet Professor of EU Law and Risk Regulation

I'm Charlelie Jourdan.

I'm the cofounder and creative director of Old-Continent visual communication agency,

specialized in branding Europe.

I think it's proper to a government of any kind, whether it is an international

government, such as the European Union, or a national government.

It's very difficult to communicate on what is achieved by institutions like this

It's easier, for instance, for medias and journalists to actually bash

a government because its answer will also be quite delayed in the medias.

So in the end, people perceive the first reaction,

which is certainly the one of medias, and the European Union has been

under pressure of 28 different type of medias.

So I think citizens in general do not perceive the actual value

of the European Union because it's there, it discreet and

because it works, people do not perceive it.

But when it suddenly stops working, everybody understands that it was

there and they should have maybe followed it a bit more.

I think the first task is for the European workers themselves.

There is about 60,000 people working for the European Union and

each of them had really a moral duty to communicate about its work and

the European Union as a whole.

We leave things to the European Union,

so we should be the first promoter of its message.

Because it's a complex matter, it's difficult to talk about it to people who

are not actually involved in politics, medias, economy whatsoever.

And I think it's a task of everybody to try to be as pedagogic as can,

with it's own family, it's own friends, and talk about its job.

And then, after, I believe the European institutions are young,still have to

justify their existence and in a way, it's more difficult for an institution which is

younger to communicate well because you have to find the right tone,

you have to communicate to people who are actually a bit knowledgeable about it and

everything is to be built at the same time.

Then we communicate.

It is hard task, amateur.

We will successfully communicate for the next elections we'll come, but for

sure every year or every five years,

there is another attempt to reach the citizens and one day for

sure before we consider it as a fact and we'll know much more about it.

The financial crisis that hit the world and then expanded to the European real

economy has been a wonderful moment for communicating about the possibilities of

resilience of our territory against this crisis.

The fact is, we maybe missed an opportunity,

because we turned it as a very polarized subject between countries that

are richer than others, and who could help the poorest country of Europe to recover.

And unfortunately, this is really something that exists.

We have mechanisms to help the poorest countries or the ones in difficulty.

The poorest regions, it's not only a matter of states,

it's a matter of regions too.

And unfortunately instead of communicating about benefits of the European Union,

we've seen that as a kind of conflict.

And the people were wondering if they should finally pay and

help with the poorest regions, why it was already a mechanism existing.

So I think the communication has not been made sufficiently,

on the fact that this mechanism were existing.

We were already agreed on them,

and there shouldn't be any questions about them.

They are full of these types of problems, these types of problems were happening.

So yeah, I think it's a lack of communication in this case

about the European Union as a whole.

We had communication with national states one against each other of people

involved in that while you cannot take a stage of people for

the mistakes of his politicians.

So yeah I think the crisis was a good way to communicate and

we missed an opportunity there.

There are many professionals on the European market,

extremely good agencies, most of them actually work for

products because it's more rewarding, it's more profitable.

Products, brands.

We decided to work as an agency for ideas and it's far more difficult

to illustrate a general global idea than actually a single packaged product.

So, this is a thing we try to do every day.

We try to find an innovative or creative way to do that.

Crowd sourcing is one,

trying to involve as many people as we can in the process of creating and that.

I believe this is a task of an agency, a modern agency,

is to reach people before even communicating to them.

Reaching them, asking what they actually want to hear.

Also, and not imposing them a message.

And this is the work we try to do with ideas regarding the European Union.

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