Ludolf van Hasselt European Commission, DG Communication Moderator

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