Representing Estonia, Eero Loonurm, Head of “Study in Estonia” at the Estonian Education and Youth Board (HARNO), highlighted the significance of building strong stakeholder relationships and utilizing data-driven communication strategies. He emphasized the importance of ensuring that key national data reaches influential decision-makers. By aligning communication efforts with stakeholders’ interests—from universities to membership organisations—HARNO has successfully enhanced its advocacy efforts. Their approach integrates media outreach, direct engagement, and strategic reports that combine statistical insights with compelling narratives, making policy and funding discussions more impactful. As Loonurm stated, “Data alone is not enough - how we manage and lead determines its impact.”
From Slovenia, Alja Zadravec Sojar, Head of the Communication Unit at CMEPIUS, shared her organisation’s structured approach to advocacy. CMEPIUS has refined its messaging by developing sector-specific "leave-behinds"—concise, data-driven documents designed to support both stakeholder agendas and the organisation’s objectives. This strategy ensures that advocacy efforts remain intentional, relevant, and adaptable to changing sectoral needs.
For long-term impact, Loonurm encourages organisations to adopt a forward-thinking perspective, analyzing societal changes to shape strategic goals and advocacy approaches for the coming decades. Zadravec Sojar, in turn, stresses the importance of maintaining a clear yet flexible advocacy agenda, reinforcing that a strategic approach to messaging is essential for all those working in higher education policy and internationalisation.
As Estonia continues to promote the benefits of international higher education, these insights provide valuable guidance on how to effectively engage stakeholders, communicate key messages, and sustain long-term advocacy efforts.
Study in Estonia is a cooperation initiative that introduces Estonia as a country that offers high-quality higher education opportunities. Study in Estonia activities are coordinated by the Estonian Education and Youth Board (Harno), which was created in 2020 with the aim of implementing education and youth policy.
The Academic Cooperation Association (ACA) is a membership organisation comprised of national-level organisations which promote and fund the internationalisation of higher education. ACA serves as a think tank on issues of internationalisation and innovation in higher education, and it is a platform for mutual learning, the exchange of good practice, joint projects and activities, and for advocating our members’ interests vis-à-vis the European institutions and national governments.
Original news:
- Academic Cooperation Association web page
- August 2024 Harno to Ambassadors: The Most Important Factor for International Students Coming to Estonia is the Impact on Their Future Careers
- September 2024 Study in Estonia and Estonian higher education institutions develop global cross-border cooperation at the EAIE annual conference and fair
- December 2024 Estonian Education and Youth Board organized alumni marketing training for European universities
Contact:
Eero Loonurm Head of Study in Estonia, Estonian Education and Youth Board
