eu communications going local
DESCRIPTION
EU Communications going local: involvement of regions and cities in connecting Europe with its citizens. Presented at the 3rd SEECOM Conference (Budva, Montenegro, 27 September 2014)TRANSCRIPT
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EU communications going local
SEECOM Conference – Budva – 27/09/2014
Tom De Smedt
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Time to rethink EU communications
EP elections turn-out 1979-2014 2
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Citizens and their
image of the EU Standard Eurobarometer 81, July 2014
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Citizens and their
image of the EU Standard Eurobarometer 81, July 2014
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Citizens and their
image of the EU Standard Eurobarometer 81, July 2014
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Time to rethink EU communications
Citizens and their
image of the EU Standard Eurobarometer 81, July 2014
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Citizens and their
image of the EU Standard Eurobarometer 81, July 2014
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2014-2015 momentum: turning point EU communication
Start new programming period for European Structural and Investment Funds
Start new EU legislature
Citizens ready and tools available for more dialogue and participation
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EU communication: what could be the role of regions
and cities?
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SWOT analysis decentralised EU communications anno 2014
Enhance our
STRENGTHS
Fight our
WEAKNESSES
Invest in the
OPPORTUNITIES
Be aware of the
THREATS
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STRENGTHS
• Power of visible and tangible stories
• Existing tools and networks (e.g. EDICs, OPEN DAYS local events, etc)
• Experienced (but limited) group of EU comms professionals at local/regional level
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WEAKNESSES
• Lack of ownership
• Low support from media
• Low outreach > low impact > low interest
• Lack of resources for (decentral) EU comms
• Lack of coordination
• Mismatch « What EU does » / « What EU is expected to do » / « What EU is liked for »
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OPPORTUNITIES
• Public trust in local/regional authorities
• New EU legislature and new funding period
• Shared sense of urgency in institutions
• Network of non-instit. goodwill partners
• Media attention for ongoing EU crisis
• Expertise regions/cities in citizen participation
• Rise of social media & participation tools
• Efforts for local capacity building enlargement countries
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THREATS
• Political biasing
• Institutional profiling
• Member States overruling local efforts
• Further budget cuts in communications
• Digital and social divide / elitism
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Regions and cities ready to take up their role
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Regions and cities ready to take up their role
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Regions and cities ready to take up their role
Long and proven experience in citizens' participation and in EU communication
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Proposal of the CoR:
2015-2019 Communication Plan:
common,
measurable
and monitored
targets for all institutions and partners
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Higher citizens' involvement: participation and dialogue
Go local: regions, cities and local stakeholders as multipliers, antennas and facilitators
Better coordination of institutions’ communication strategies
Key principles 2015-2019 Communication Plan
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Action proposals 2015-2019 Communication Plan
Develop a shared EU narrative
Involve local and regional communicators
Decentralise 20% of EU communication budget
Citizens' dialogues, regional visits, local media partnerships, online tools and networks, etc
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500 million EU citizens
Regions and Cities | CoR Members
EPIOs | EC Reps | EDICs CoR Nat. Del. | Nat. Territ. Ass.
EU institutions
EU s
ph
ere
2
8 N
atio
nal
sp
he
res
Terr
ito
rial
sp
he
res
Corp. Policy Branding Narrative Content Budget
Evidence- based commun.
Regional partnersh. Particip
ation
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Best practice EU regions and cities
Lessons learnt:
Go for a participatory approach Example: Bremen (DE)
Focus on “Erasmus” generation Example: Umbria (IT)
Search for media partnerships Example: Carinthia (AT)
Group your EU communication budgets Example: Wallonia (BE)
Develop innovative communication tools Example: Faktabaari (FI)
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More information
www.cor.europa.eu
www.cor.europa.eu/europcom
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