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Challenges in communicating the European dimensionChallenges in communicating the European dimension
Budapest, 15 October 2010Budapest, 15 October 2010
Adrienn GEGESHead of Press Section
European Commission Representation in Hungary
Adrienn GEGESHead of Press Section
European Commission Representation in Hungary
3
European CommunicationEuropean Communication
who? - the role of the Commission what? - values, policies, politics how? - tools & methods where? - media situation
How can all this be best combined?
who? - the role of the Commission what? - values, policies, politics how? - tools & methods where? - media situation
How can all this be best combined?
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4
Who?Who?
from 2005 more emphasis on Communication “Going local” exercise a two-way communication channel
political messages to HQ communication/press messages from HQ
the voice of the EU in the MS, but not an Embassy
from 2005 more emphasis on Communication “Going local” exercise a two-way communication channel
political messages to HQ communication/press messages from HQ
the voice of the EU in the MS, but not an Embassy
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What?What?
values
policies
politics
THE EU IS GOOD FOR YOU
values
policies
politics
THE EU IS GOOD FOR YOU
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How?How?
central communication campaigns (mostly PR)
press relations and press services (press room, EbS,
mediacabinet)
central services (Europe Direct, Team Europe, EDC)
local events (9 May)
targeted communication actions (students, teachers,
+50)
Európa Pont
central communication campaigns (mostly PR)
press relations and press services (press room, EbS,
mediacabinet)
central services (Europe Direct, Team Europe, EDC)
local events (9 May)
targeted communication actions (students, teachers,
+50)
Európa Pont
7
Where?Where?
changing legal framework overpoliticised media growing celebrity culture money, sex and football faster news cycles increasing importance of online content below 26 turning away from traditional
information sources social media, community sites
changing legal framework overpoliticised media growing celebrity culture money, sex and football faster news cycles increasing importance of online content below 26 turning away from traditional
information sources social media, community sites
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The gapThe gap
values celebrity culture
policiesrapid news cyclesshort messages
politics overpoliticised media
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Possibilities???Possibilities???
follow the money! rise of investigative journalism, civil journalism portrayal of anti-fraud activities corresponds to
expectations of modern media use the circumstances:
overpoliticised media - whistleblowing? overflow of information - more info available
use the Commission services (budget, public procurement, decision-making, organisation chart, legal measures are all online)
follow the money! rise of investigative journalism, civil journalism portrayal of anti-fraud activities corresponds to
expectations of modern media use the circumstances:
overpoliticised media - whistleblowing? overflow of information - more info available
use the Commission services (budget, public procurement, decision-making, organisation chart, legal measures are all online)
9
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