Muriel Andurand on
Communication
InnoWaTr Centre of Expertise
86
“ We use target - group
specific approaches to
attract their interest in the first
place , and finally , to issue a
call for action . ” In our
interview , she reveals how
InnoWaTr set out to meet
today ´ s communication
challenges .
“ Without communication
freight flow coalitions would
miss important feedbacks ,
and as such , their innovative
capabilities ” , she concludes .
Lars Stemmler
The art work was
aptly named “ do
you want to get in
touch with me ” – a
synonym for the
communicative state
of IWT
„
Muriel Andurand
European Projects
Manager
https : / / en . circoe . com /
We spoke to Muriel Andurand , manager European Projects at CIRCOE , the
lead partner of the French FFC , on communication in general and
communication for IWT in particular .
Muriel , based in Paris , experiences road congestion in the city every day at
first hand . “ During the Olympics it got even worse ” , she admits before the
interview . “ The River Seine is already a prime waterway for inland shipping .
But it still has potential ” .
This potential CIRCOE and the other partners of the French FFC seek to
exploit . “ Across Europe , there are plenty of examples of how urban
waterways can be used to ease road congestion ” , she says . “ However , more
often than not it is not logistics that stops the show , but economics and a lack
of understanding amongst key stakeholders . ”
From her point of view , InnoWaTr not only showcases collaborative
approaches within freight flow coalitions , but also between the freight flow
coalition and stakeholders outside of its core . Muriel : “ How do we offer them
a communication path is key to a freight flow coalition ´ s success . ”
Within InnoWaTr , Muriel is responsible for the project ´ s communication
strategy plan . “ Communication ´ s objective is to convince stakeholders to
commit she explains However in times of constant availability of online
information attention is a scarce resource
Watch the full interview here :