1 ep elections’ communication challenge: media view point is it different? potential impact of two...
TRANSCRIPT
![Page 1: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/1.jpg)
1
EP ELECTIONS’ COMMUNICATION CHALLENGE:MEDIA VIEW POINT
•Is it different? Potential impact of two novelties:• Shape EU's agenda for 2014-2019: only newish but key• Candidates for Commission President: late but new
•Media expectations… trends & constraints:• Social media, ads & new events not only channels… • Readiness to cooperate / plan with or without deals: surveys• Cooperating earlier & better in future?
CHRISTOPHE LECLERCQ Dominique Ostyn [email protected] [email protected]
Comments & enquiries welcome!
7th Civil Society Media Seminar
Brussels, EESC, 26 November 2013
![Page 2: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/2.jpg)
2
EURACTIV CROSSLINGUAL NETWORK
12 languages - 12 capitals
![Page 3: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/3.jpg)
WHICH INFORMATION SOURCESDO BRUSSELS OPINION ELITES READ?
Source: September 2013
Media MEPsEuropean Trade
AssociationsBrussels-based
journalists
50%50% 54%54% 60%60%
49% 39% 33%
46% 25% 40%
45% 32% 47%
44% 50% 60%
39% 25% 40%
3
![Page 4: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/4.jpg)
4
PRESS IMPACTS – SOME EXAMPLES
![Page 5: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/5.jpg)
SHAPING EU MANDATE 2014-2019:
Only newish but key
• Post crisis hope?
• Eurozone needs to be tackled
• Pro / Anti Europe debate is healthy
• Voters have stake in influencing coalition?
• Presidential candidates carry a programme:
“politicisation”, not only “personalisation”
5
![Page 6: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/6.jpg)
COMMISSION PRESIDENTIAL CANDIDATES:
Late but new
• Nominations late versus eg. France, UK, US elections, but nearly grouped
• EuroPCom: 4 mainstream campaign directors seem to agree broad terms of debates
• Questions: Euro-sceptics? Left of left? Right of right?
• Up to 5 presidential debates: time to organise!(TV, CoR Athens, written & online press, academic? + 1?)
• Important: roadshows around countries:• leveraging existing events & channels
• party campaigns more than institutional campaigns, largely set already 6
![Page 7: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/7.jpg)
OPPORTUNITIES FOR CITATION
Basically three:
• a major scoop
• a high level interview
• a round-up network article
Plus additional factor: good timing!
7
![Page 8: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/8.jpg)
MEDIA TRENDS: Less ressources, less EU focus?
• Economic crisis, advertising slump
• Internet, Google, free content
• Side activities make money, eg events partner?
• Most medias are national decentralise radically !
• Less Brussels correspondents, top EU news only, syndication facilitate independent “retake”
8
![Page 9: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/9.jpg)
MEDIA CHANNELS
•Own • EP platforms and channels (web, video & social
media)• Other EU institutions & governments / regions etc• Party channels
•Earned• Ad-hoc (press relations, central & national)• Supported (media partners, grants)• Promoted (PR)
•Paid• Advertising
9
![Page 10: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/10.jpg)
• SURVEY AIM : Assess the potential for funded media partnerships or unfunded content partnerships
• SURVEY RESPONDENTS :• Respondents are members of European Business Press (EBP),
World Association Newspapers (WAN), European Magazine Media Association (EMMA) and Association of European Journalists (AEJ)
• About one third of the target sample answered• The majority of respondents are in print media (70%), followed by
online (30%). 90% of them are part of a national media and all write in their market’s national language.
• KEY FINDINGS :
• 8 in 10 respondents are interested to increase their coverage of EU policies, but for most (55%) the main barrier is funding
• The majority (78%) would find it appropriate to receive EU support for covering the EU elections
• The majority (78%) would be interested to partner with an EU specialised online media as part of a funded project
• 9 in 10 plan to start covering the elections once the EP launches its communication campaign (Sept. 2013) Have you ?
• A majority (57%) would be interested in a pure content partnership without EU funding alternate approach we are implementing
Survey : EBP Members ready to cooperate with European Parliament, in principle
Thank you for your replies !
10
![Page 11: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/11.jpg)
11
EU support to media ?• Shifting media revenue models : innovations under discussions• Network in 12 countries, commercial/public funding• Strict conditions, small “industrial policy” ?
AEJ Int. 51st Congress - Brussels, 22 November 2013
CHRISTOPHE LECLERCQ Dominique Ostyn [email protected] [email protected]
Note: this presentation is meant only for AEJ members and may not be published on any website. Comments & enquiries welcome!
![Page 12: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/12.jpg)
BACK-UP SLIDES
![Page 13: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/13.jpg)
5 TOP JOBS & 5 YEAR MANDATE, NOT JUST 1 DATE FOR 1 PRESIDENT
(very personal views!)
• We get closer to good parliamentary logic: choose EU ‘Prime minister’
• But still a long way, no real primaries, late process, unknown faces
• Stress 2014-2019 mandates: solving crisis and adapting EU
• Need several top faces for diversity (gender, small / big, South / North, age, main languages)
• Anyway, many campaign events & interviews & eventual negociations…
• So, why not party tickets of 5: Com Pt, Council Pt, EP Pt, High Rep, (Eurogroup) 13
![Page 14: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/14.jpg)
European Liberal Democrat and Reform
European People's Party
Party of European Socialists
European Green Party
Other European political parties: •European Free Alliance•Alliance for Europe of the Nations •EU Democrats •European Democratic Party •Europe United •Newropeans •Party of the European Left
POLITICAL PARTIES: EUROPEAN GROWING, NATIONAL AFFILIATES BETTER KNOWN
14
![Page 15: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/15.jpg)
• Edelman surveys on “sponsored content” US: survey in 2013, Europe: expected early 2014
• AEJ Survey : Italy Congress, Nov. 2012
• EBP Survey : Stockholm conference, Nov. 2013
• EMMA MediaLab : Conference, 21 Jan. 2014
• Several conferences (EuroPCom, EESC, …) on EP Elections & media
• Frequent “discussions” when EU considers media-projects time for constructive dialogue & policy ?
SHIFTING REVENUE MODELS Including sponsored content & public funds
15
![Page 16: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/16.jpg)
• Essential for media independence :
Permanent journalists and brand (“independence charter” not enough), own readership, diversified revenue model
• Important for pluralism and tax payers’ money :
Like for research projects: open concertation, calls for expression of interest, independent selection, independent & published evaluation
• Competition procedures matter :
Subsidies OK in limited cases, calls for tenders (services, “one takes all”) not as good as calls for proposals (several winners, co-funding only: diversification)
16
EU SUPPORTING THE PRESS ? Part I : Useful under clear conditions
![Page 17: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/17.jpg)
• EU spends much on “communication”:
How about long term strategy and a few mio € for sustainable EU media sector ?
–Quick & practical “industrial policy” document ?(DG CONNECT, DG COMM, EP, media & journalistic organisations)
–Room for several initiatives• Several DG-specific calls
• Several decentralized media networks (not just one by technology: cross-channel)
• Co-funded, not 100 % subsidised
–Save on “communication”, re-invest part in self-managed help to Brussels correspondents ?
17
EU SUPPORTING THE PRESS ? Part II : Mini “industrial policy” ?
![Page 18: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/18.jpg)
• EurActiv.com Plc– Corporate sponsors & events
– EurActor™ members
– Online advertising
– Public projects
• Fondation EurActiv PoliTech– Public funding, for communication + R&D
– Funding by Foundations, e.g. training
18
EURACTIV’S REVENUE STREAMSHybrid models
![Page 19: 1 EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish](https://reader030.vdocuments.us/reader030/viewer/2022032706/56649dff5503460f94ae7252/html5/thumbnails/19.jpg)
Lively debates for media impactat national level
Lively debates create campaign momentum
Targeted channels optimize media impact
Leveraged and decentralized operations maximize national outreach
19