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Ludolf van Hasselt
European Commission, DG Communication
Moderator
Andy Klom
Head of European Commission Representation in the Netherlands
Telling the Story:Explaining Europe on the cutting
edge of communicationin Wales and the Netherlands.
Andy KLOMHead of the European CommissionRepresentation in the NetherlandsBrussels, 10 December 2013
1) EC Representations
• - Representation: Voice of Europe.• - Representation: Eyes & Ears of Europe.• - 4 P’s: Political/Press/Public Diplomacy/Protocol.• - European Commissioner visits to NL.• - Like an embassy, but then for EC in MS.• - EC has 37 REPS within 28 EU members, 28
national & 9 regional REPS: EU-wide network.
2) Communicating the EU narrative
• - Shared responsibility EC/EP/Ccl-MS• - Partnerships: ECREPs/EPIOs, with MS• - EC networks: REPs, EDICs, EDCs, EEN, TeamE• - Concentric circles stakeholders, beneficiaries of
EU programmes:• - Managing authorities (MAs)• - Regional & local govt• - Universities & colleges
3) Welsh experience
• - Eurosceptic/populist political landscape• - Lack of knowledge of basic EU concepts• - No EU comms activities by UK Govt locally• - No ownership of EU concept, only local projects• - WAG positive EU comms approach (funding)• - Limited coordination with fund MA (WAG-linked)• - No EDIC network (2 potential partners)
4) REP activities in Wales 2005-12
• - Work with WAG towards "EU beyond funding"• - Work with NAW on ownership/mainstreaming• - Create EDIC network (max. 6 centres/3 M pop)• - Extensive REP coordination with fund MA: team
meetings, press, visits, mgt ctees, annual events, projects
• - Invest in P2P visits locally (Govt, Uni, business)• - Mobilize Reg & Local Govt into publicity (P2P)
5) Results
• - WAG/NAW publically engaged in EU• - Stronger EU branding of local projects• - Network of EDICs locally supported• - Linkage stakeholders to EU networks• BUT ALSO:• - Growth of eurosceptic opinion (press, politics)• - UK debate on referendum also in Wales• - Continued limited knowledge
6) A Dutch experience 2012-14
• - Limited EU comms in NL, only press & politics• - No EU comms strategy by NL Govt• - Eurosceptic/populist political landscape, passive• - Limited EDIC network (8 centres, passive)• - Limited coordination with fund MA's (it's our
money being recycled)• - Only "EuropaOmDeHoek" site, funded by REP,
with annual visitors day in May
7) REP activities in NL 2012-14
• - Expand EDIC network to 14 centres (17 M pop)• - Re-animate EDICs into active centres (be there)• - Invest in P2P visits locally (Govt, Uni, EDICs)• - Challenge NL Govt funding MA's (still TBC)• - Mobilize Reg & Local Govt into publicity (P2P)• - REP organizing public events all around NL• - Maintain "EuropaOmDeHoek" site w/ EU funds• - Close down non-functional networks
8) Results
• - Greater EU presence & visibility• - No change in NL Govt approach• - Positive collaboration Reg & Local Govt• - Reaching out beyond metropolitan areas• - Stir up different perspectives (cross-border)• - Great investment of funds, travel and HR• - Focus on narrative & on self-interest: "What's in
it for me?"
9) Tentative conclusions
• - Nat Govt approach key to success: ownership• - EU networks and nat. networks: open/closed• - Big narrative, small narrative: link the story• - Invest in P2P: travel, network, visit• - Being there, being seen, being heard• - Go to the coal surface/cutting edge• - Don't be afraid: citizens won't bite!
* More information?
• 1) “Europe Direct” phoneline 0800 7 8 9 10 11 (EU-wide).• 2) 14 “Europe Direct” information centres in NL.• 3) Various European Documentation Centres for academics,
and Enterprise Europe Network centres for business. • 4) EC Representation in The Hague:
www.ec.europa.eu/nederland• 5) Europe House in The Hague:
http://huisvaneuropa.adagio4.eu/view/nl/home.html• 6) EU’s general website “Europa”: www.ec.europa.eu• 7) Facebook: EU in NL, Twitter: EUinNL, AndyKlomEU
Brussels, 9-10 December
Peter Toth
European Network for Rural Development (ENRD) Contact point
ENRD – the story of a rural development policy network.
Peter TothENRD Contact Point
Brussels, 9-10 December
Communication – numbers and statistics
Communicating Rural Development
in the frame of ENRD
314
967000
299
122000
11253
“Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted”
Albert Einstein
Brussels, 9-10 December
RD communication – looking behind the numbers
ENRD AND NRN websites
967000 stakeholders involved in
3949 meetings
11253 good practice
examples
299 events related to
cooperation with 6809
participants2936
training activities, 122000 people
49 thematic initiatives ,
314 meetings
and 16876 stakeholders
7 types of publications
, 6 languages, 28 EU MS
Brussels, 9-10 December
ENRD and NRNs - the vehicles of RD communication
Brussels, 9-10 December
ENRD and NRNs – the vehicles of RD communication
• Based on EAFRD regulation (Council Regulation (EC) n°1698/2005 Article 68
for the 2007-2013 period)
• Policy networks with top-down and bottom-up features
• Around 500 million euro has been committed to supporting national and
European networking during the 2007-2013 period
• Aim to engage actors and stakeholders in the formulation and implementation
of a policy in a given sector
• Tools of governance that aim to extend the reach and influence of public
administrations as well as encourage bottom-up participation
• Aim to build common understanding and common ownership of common
policies
MANDATE
• collect, analyse and disseminate information on Community rural development measures;
• collect, disseminate and consolidate at Community level good rural development practice;
• provide information on developments in the Community’s rural areas and in third countries;
• organise meetings and seminars at Community level for those actively involved in rural development;
• set up and run expert networks and transnational cooperation initiatives.
Brussels, 9-10 December
Networks that can tell stories…
… ABOUT NETWORKING AND REAL INVOLVEMENT OF RURAL DEVELOPMENT STAKEHOLDERS
Brussels, 9-10 December
Focus – What is the story?
Stories of networking and networks Successful RD projects Exchange of experience Thematic initiatives and focus groups Trainings and events Committee meetings and much more…
Brussels, 9-10 December
Focus – How do we tell the story?
Brussels, 9-10 December
Lessons that we learnt…
Balance top-down and bottom-up, Do not forget who your target groups are, Create ownership for themes you introduce, Consider dissemination when planning your communication, Acknowledge that the strength of your network and
communications activities is in your stakeholders, Think about synergies, Have an intervention logic, Have a plan, Build on existing experience, Follow-up on your activities.
Based on the ENRD self-evaluation results
Brussels, 9-10 December
Lesson that we learnt …
Develop `relevance and usefulness` indicators Self-assessment is essential Unexpected results may emerge – be prepared and
flexible Quantitative indicators often do not reflect the
nature of networks and communication Build on lessons learnt
Based on the ENRD self-evaluation results
Brussels, 9-10 December
The NRN action plans for 2014-2020
Based on Article 55 of the new EAFRD regulation (Proposal for aREGULATION OF THE EUROPEAN PARLIAMENT AND OF THE COUNCILon support for rural development by the European Agricultural Fund for RuralDevelopment (EAFRD)
Brussels, 9-10 December
Can we tell the whole story?
Monastery in Valle Umbra (LAG Valle Umbra e Sibillini)
Beating on the waterLAG: Kyjovské Slovácko in
motion
Applepress,NarracottLAG: LEADER 4 Torridge and
North Devon
Brussels, 9-10 December
Thank you for your kind attention.
For more information, please visit: www.enrd.eu
Brussels, 9-10 December