The Communication Policy of the EU Commission

The Communication Policy of 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 EUinstitutions 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...

1. Communication policies of EUinstitutions 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)

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

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!

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 networksand ./.>>

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 x Communication Units of DG Stakeholder relations Special interest media

- Public at large

- General interest media x - Political information - Whole EU, EC

x Non political information 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.... 15

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) 20

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 DGs 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, Comit 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 EuropeBuilding 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-constitution in 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 received via 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 communication policy; 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
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