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The Communication Policy

of the EU Commission

The Communication Policyof the EU Commission

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0. Communication about EU/EU-integration:

LEGAL SITUATION:

- Communication is not exclusive task of EU- Not "subsidiarity", but "complementarity" REAL SITUATION:

Multitude of communication policies!

* Actors are f.i. MS, NGO, EU-institutions

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1. Communication policies of EU-institutions:

REAL SITUATION:

- Also here: several actors, need for coordination

- Main actors: EC, EP, ECJ, EESC, CoR, Council, EU-Council, EU Agencies

- But in each institution several actors, like

* Parties in EP; Commissioners in EC; Members of EESC; MS representatives in Council...

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1. Communication policies of EU- institutions – continuation:

- Longterm cooperation agreements exist, f.i. between

* EP-EC, EC-CoR, EC-EESC,...

* Operational coordination between EP and EC in "Interinstitutional group for information"

PROBLEM: Different interests of institutions, parties, persons, MS...

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1. Communication policies of EU- institutions – continuation:

Examples for differences in interests:

* EP has 8 political groups PLUS administration

* Council has different configurations

* Council has 27 MS, mostly coalition governments

* CoR represents more than 300 regions (344 members)

* EESC represents employers, employees, liberal professions...(344 members)

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2. Communication policy of EU Commission :

Actors :

- 27 Commissioners, no one has prerogative

- 27 spokespersons of Commissioners

- 1 Commissioner responsible for DG COMM

- DG COMM : Directorate General «Communication»

- Communication units in +/- 40 Directorates General

- 27 EC-representations in MS

- More than 125 EC-delegations in third countries

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2. Communication policy of EU Commission :

Conclusion : many actors, high need for coordination

Coordination :

- Level Chefs de Cabinet of Commissioners

- Level spokespersons by DG COMM

- Level 27 representations by DG COMM

- Directorates General by « External Communication Network »

- 125 delegations by DG RELEX

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2.1. Coordination issues :

• Commissioner for communication has no «right of command» over other Commissioners,

other DG than DG COMM!

• DG COMM has no right of command over spokespersons and other DG!

• Communication actors coordinate cooperatively, not hierarchically!

• Difference to multinational company having ONE CEO, ONE spokesman!

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3. Tasks of actors:

3.1. Commissioners : MAY speak for whole Commission…

3.2. Spokespersons :

- Communication for respective Commissioner- Political communication for respective DG

3.3. DG Communication :

- Coordination of 27 Representatives- Coordination of spokespersons- Coordination of information networks…and ./.>>

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3.3. Tasks of DG COMM, continued :

- Coordination «Team Europe» (speakers team)

- Cooperation with other institutions, MS

- Horizontal communication campaigns (several DG involved)

- Horizontal communication policy (several/all DG concerned)

- Services for all DG :

°Internet (external, internal)°Publications°Audiovisual services°Europa Direct°Press services (internal, external)°Opinion poll, press reviews

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3.4. Tasks of EC-Representations in MS :

- Realisation of horizontal campaigns (Lisbon Treaty, Debate Europe,…)

- Realisation of special campaigns (enlargement, EURO, …)

- Press-/media relations

- Speaking events

- Expositions, trade fair presentations

- Publications tailormade to MS

- Internet page tailormade to host country

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3.5. Tasks of EC-delegations in third countries :

- Realisation of individual campaigns for respective country (e.g. preparation of accession... Croatia, Macedonia!)

- Press-/Media relations

- Tailormade Internet page

- Political reporting

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3.6. Tasks of Communication Units in DG :

- Realisation of special campaigns («Milk, vegetables in schools», DG AGRI)

- Contributions to europa.eu - webpage

- Contributions to Audiovisual services

- Speaking events

- Expositions, presentations

- Special print publications

- Press-/Media relations focussed on special interest media

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3.7.Division of tasks between DG Comm and Communication Units in DG :

• DG COMM Communication Units of DG

- Public at large x Stakeholder relations

- General interest media x Special interest media

- Political information x «Non political» information

- Whole EU, EC x Success, activities of own DG

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3.8. Problems of this complex division of tasks :

- Overlappings, empty spots

- Congestion of information channels/overload

- Planning of events, press releases

- Accumulation of/competition between important events, press releases

- Speaking rules

- Need of coordination potentially decelerates communication activities....

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4. Goals of the EU-communication policy :

General goals :

- To inform about institutions, their functionning, activities, intentions

- Explanation of above mentioned informations

- Dialogue with citizens and stakeholders

- Transparancy

- Participation (f.e. elections; interactive policy making; consultations; procurement;…)

Special goals :

- Annual communication priorities

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4.1. Communication priorities

- Annually fixed

- Interinstitutional priorities plus special ones for EU-communication

Problems :

- «Moving target» - Political limitations

- Previously too many priorities

- «Management buy in», What means a«negative priority »?

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4.1. Communication priorities 2010

1. Driving the economic recovery and mobilising new sources of growth (unemployment in EU :11.5 %)

2. Climate action and energy (climate change, energy security)

3. Making the Lisbon Treaty work for citizens (democratic innovations : popular right of initiative;bigger role for individual parliaments)

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5. Communication tools :

- Press-/media relations

- Print publications

- Internet

- Audiovisual media

- Information networks

- Publicity/promotion campaigns

- Visitors service

- Events (conferences, discussions, expositions, trade fair presentations…)

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5.1. Exernal press-/media relations of EC :

- Daily press briefing, participation of (several) Commissioners

- Reply to enquiries, organisation/preparation of interviews

- Press releases, press conferences of DG

- „Rebuttal service“ against „EU-myths“

- Fact sheets; press packs,…

- Training seminars for journalists (in Brussels or in representations)

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5.2. External Press relations of EU Commission : continuation

Still in discussion is (wider) use of :

„You Tube“ but we have since short „EU-Tube“

Social networks (Facebook, Linkedln)

Only internal use, or also externally? Problem : speaking rules !!

Blogs But some Commissioners did it

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5.2. External Press relations of EU Commission : continuation

- «Topnews» : Event calender for journalists

- Audiovisual studio facilities in Brussels

- Speeches, blogs (of Commissioners)

- Data base of press releases

- «Citizens summaries» added to legislation

- «Success stories» (mainly R&D support policies, regional policy projects)

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5.3. Internal tools for press/media relations of EC :

- « Press of the world » online

- Last news online

- Press agencies online

- «Flash» and «trend» reports of Representations in MS

- Europa Media Monitor

- «Sources say»

- Eurobarometer

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5.4. Problems of press-/media relations :

- Press releases in several languages – loss of time

- Special „link“ to concerned MS necessary, but frequently difficult to find

- Over 1000 accredited Journalists for „Pressroom“

- Personal contacts with journalists?

- EC „sells“ mainly „good news“, but only „bad news is good news“

- Complexity of problems, procedures, actions, plans, policies, institutions, decision process

- „Explanations“ necessary, but frequently too lengthy

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5.4. Problems of press-/media relations – continuation :

- Terminology, abbreviations, EU-Jargon

- Capacity of media, capacity of readers/listeners is limited

- Focus on „important“ media; deficits with regional, local media?

- Focus on TV, but radio rather neglected

- Direct „usefulness“ of EU-actions, policies, plans, … for individual citizen necessary, but difficult to explain in brief

./..

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5.4. Problems of press-/media relations – continuation :

- Embargo? Exclusive story? Or "equal treatment“?

- Obstacles for “storytelling”, “personalising”

- Reluctance with forecasts, scenarios, speculations

- Focus on „output“, „action“, „results“, deficits with „impact“, „individual usefullness“

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5.5. Print publications :

- Centrally produced of specials by DG

- Reduction because of progress of Internet, but …

Problems:

- 23 official languages; lenghty production process

- How long up-to-date at all ??

- Link to MS, regions ?

- "Digital divide„ exists, different reading/using habits

- Common corporate design for all DG‘s still lacking

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5.6. Promotion/publicity campaigns:

- Generally little use of classical publicity

- If so, only for «large» topics like EURO, enlargement …

- Frequently together with EP, MS, NGO … EC has coordination

- Mostly adapted to conditions in MS by respective Representation

- Rarely for special topics, like «passenger rights», «roaming tariffs»

- Costs, budgetary limits – EC is « small » as publicity actor !

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5.7. Visitors service :

- «Give Europe a human face», dialogue instead of pure information

- Target audience : Multipliers (e.g. journalists, teachers, diplomats, students, …)

- Lecturers : mostly EC-officials, but also external experts

- 45 000 visitors with 15000 visits p.a.

- Separate visitors services in EP, Council, Comité des Regions…

- Largest interest in D, F (each 22 %), DK (8 %)....

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5.8. Events (conferences, discussions, expositions,…)

- Largely organised by DG and Representations

- Focus on stakeholders, in MS also on general audiences

- EC organises platforms for different interest groups

- EC enters into dialogue, informs and explains

- EC open for «participation» of citizens 

- Importance for consultation process, even if internet exists

- Publicity element contained in events, e.g. IST-event («success stories»)

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5.9. « Staff as Ambassadors » :

- Launched in context of «Internal Communication Strategy 2007»

- Main motives are motivation of staff, increasing number of usable communicators

- Motive «Giving Europe a face», personalising, «EC is tangible» 

- Further motives : improvement of reputation of EC, increasing sympathy for EC

- Internal obstacles because of “speaking rules”, “monopolies on information”, training

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5.9. « Staff as Ambassadors »  - continuation :

- Staff members should act mainly in their home countries/regions, enter into dialogue with citizens there

- Informing not only about personal remit, but also about more general EU-subjects

- Problem «presence of media»

- Special action «Officials back to their schools»

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6. Development of the EC Communication policy 2005-2010 :

- No single document called «Communication policy of the EC» exists, but series of « building » elements :

* «Action Plan to improve communicating Europe by the Commission» (2005)

* «Plan D for Democracy, Dialogue and Debate» (2005) * «White Paper on a European Communication Policy» (2006)

* «Internal Communication and Staff Engagement Strategy» (2007)

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6. Development of the EC Communication policy 2005-2010 – Continuation :

* «Communicating Europe in Partnership» (2007)

* «Communicating about Europe via the Internet» (2007)

* «Debate Europe–Building on experience of Plan D» (2008)

* «Communicating Europe through Audiovisual Media» (2008)

* «Corporate Communication Statement of the EU Commission» (2009)

* «Guidelines on Cooperation in the Area of External Communication» (2009)

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6.1. Action plan to improve communicating Europe by the Commission (2005) :

Main issues which have occurred :

- Fragmentation of activities, lack of coordination

- Messages too much oriented at political priorities,not at interests of citizens

- Too many campaigns, lack of dialogue

New approach :

*Listening, dialogue, explaining*Impact of EC-activities on average citizens *Local/regional aspects

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6.1.1 Action Plan – some « Highlights »:

° Stronger involvement of Commissioners – in MS, daily press briefings

° Communication activities should be integral part of legislative process right from beginning

° Merging of all information networks into one (Europe Direct; EDC; Euro Info Center; Eurojus; Citizens Signpost;

EURES; Euroguichet; Business and Innovation Center;…..)

° PR for participation at public consultations – IPM

° Reader-/citizens friendly summaries of political initiatives (« layman's summary »)

° Communication training for staff

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6.1.1 Action Plan "Highlights" – continuation:

° «Rebuttal service» 

° Less and better press releases

° Adaptation of messages to interests/conditions in MS

° Plans for «normal» and «crisis communication»

° «Staff as Ambassadors» 

° Set up of «Focus groups» 

° More discussion events with both citizens and experts/Commission staff

° Reinforced visitors service, specially for media representatives

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6.1.1 Action Plan "Highlights" – Continuation :

° Representations implement communication policy decentrally

° Representations are steering information networks in MS

° Cofinancing of TV-initiatives, cooperation with TV-channel associations

° Internet: Editor for «Europe», more audience oriented; thematic approach; local aspects; multilingualism; most advanced technology

° Marketing campaign for "Europe Direct«  (also hotline:0080067891011)

° Training seminars for journalists

° Impact assessment of PR activities

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6.2. Plan D for Democracy, Dialogue and Debate (2005) - Highlights:

Origin : negative results of referenda on EU-constitutionin F, NL

° more and more detailed opinion polls

° Web debate about «Future of Europe» 

° Cofinancing of transborder citizens discussion platforms/events

° Cooperation with Civil Society/NGO organising such discussion platforms

° Integration of local and regional media into discussion platforms

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6.3. White Paper on a European Communication Policy (2006) –Highlights:

- Example for «Interactive Policy Making»  

- Not only stakeholders were invited to contribute,but also general public

- Over 600 qualified contributions, largely receivedvia Internet

Goal of White Book : - Thought-provoking impulse; indication of directions we

want to go; explanations of our view of problems/ priorities

- To obtain valuable input

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6.3.White Book – continuation:

Main problems identified by contributors :

* Alienation from EU * Disenchantment with politics* Lack of a «European public sphere» 

Examples of impulses/ideas given :

- Improvement of EU-information in school-education

- Making use of receivers of EU-funds as communicators

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6.3. White Book – Impulses/Ideas – continuation:

- Training of teachers for «EU-courses» at schools

- Personalising of EU-information content/messages («What does it mean for me ?»)

- TV-discussions between Commissioners, MP in MS, politicians

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6.4. Corporate Communication Statement of the

EU-Commission (2009) :

Sums up purpose, goals, actors of communicationpolicy;

New aspects :

° For first time «Corporate Image» (narrative and visual identity) of EU mentioned as communication goal

° Enhancement of «Public Diplomacy» and communication activities in third countries in order to support EU policies there

° Delegations in third countries revalued as key communication actors