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EU Advocacy and
Communications Workshop
September, 2015
Iskra Kirova, Eleanor Kelly, Antonia Zafeiri
Open Society Foundations
EU Advocacy and media channels for
Ukraine
Session objectives
Good grasp of:
• EU interlocutors/media, how to access them, how to build relationships
• Policy opportunities by interlocutor
• Best tools and tactics by interlocutor/media
European Commission and EEAS
• Power analysis
• What/who will convince them?
• What do they care about?
• Can you develop advocacy assets? At what
level?
• What tools can you use?
Identifying targets in the EC/EEAS
• DGs with external remit: NEAR, DEVCO, ECHO, Trade, Energy
• Other relevant DGs and services: Justice, Home, FPI, OLAF, EPSC
• Advisory groups, taskforces and similar: Ukraine Support Group
• CSDP mission headquarters
• Commissioner Cabinets
• Presence in Ukraine
Level: low/mid-level advocacy (desk officer, head of unit, director, advisor)
Identifying targets in EC/EEAS
• Commissioners, including HR/VP
• EUSRs
Level: high-level advocacy
Channels of influence at the
EC/EEAS • Meetings with officials
• Input to regularly planned consultations: Progress Reports, VLAP reports, policy reviews (ENP), programming cycle reviews (multiannual, mid-term, annual), mission reviews (EUAM)
• Contribute to bilateral meetings with government: human rights dialogues, association councils, committees and subcommittees, summits
• Input to ad hoc consultations: countering Russian propaganda, review of EU external action
Council (of the EU) and European
Council
• Power analysis
• What/who will convince them?
• What do they care about?
• Can you develop advocacy assets? At what
level?
• What tools can you use?
Identifying targets at Council and
EUCO
• Council working groups (COEST and COSCE)
target entry point
• Secretariat of the Council
• Cabinet of EUCO president
Level: low/mid-level advocacy
Identifying targets at Council and
EUCO
• COREPER
• FAC
• EUCO
Level: high-level advocacy
Channels of influence at
Council/EUCO
• Input before sessions (weekly)
• Meetings with individual delegates
• Briefings at session or in informal setting
hosted by a friendly member state
• Permanent chair of working group
Member states (capital level)
Be strategic and selective:
• 1-2 key players around a specific timebound policy opportunity
• Through a network of local partners or within an international campaign/coalition
Have you exhausted the potential of Ukraine/Brussels representation?
• Heads of mission and policy officer meetings
European Parliament
• Power analysis
• What/who will convince them?
• What do they care about?
• Can you develop advocacy assets? At what
level?
• What tools can you use?
Identifying targets at the EP
• MEPs and their advisors
• Committees with foreign policy responsibility: AFET, DROI, SEDE
• Political group policy advisors
• Cabinet of President
• Resolution drafters
• Rapporteurs/shadow rapporteurs
• Inter-parliamentary delegations, EURONEST
• Secretariat (Directorate-General for External Policies)
Level: low/mid-level advocacy
Channels of influence at EP
• Meetings with MEPs – choreography and
preparation
• Parliamentary reports, resolutions,
questions, hearings
• Events, exhibitions, screenings, other
creative tactics/tools
Civil Society Networks
• Eastern Partnership Civil Society Forum
• Human Rights and Democracy Network
(HRDN)
• European Peacebuilding Liaison Office
(EPLO)
EU Media
What Do EU Decision Makers Read?
• POLITICO (54,6K)
• EU Observer (31,7K)
• EurActiv (43,9)
• New Europe (24K)
• The Parliament Magazine (18,4K)
• Euronews (134K)
• National Correspondents
What makes a news story
• Something new (but this may not be as important as you think)
• Timeliness e.g. an anniversary or special occasion. A ‘hook’ or a deadline.
• Relevance to the audience
• Something surprising or unexpected (challenging accepted wisdom, changing position)
• Someone interesting saying it (or a combination of interesting people)
• Something controversial
• Numbers / a clear top line fact
You can both create news and respond to it
External Opportunities (Responding)
• Keep an eye on the EU agenda
• Keep an eye on Commission’s midday press briefings
• Political developments
• Developments linked to the conflict and peace process
• Anniversaries – Elections – Summits - High Level visits
Internal Opportunities (Creating)
• Create a media asset (infographics,
multimedia)
• Identify the most newsworthy aspect of your
report
• Give access to new spokespeople and
human stories
• Become a reliable source
Way in:
• Opinion Articles
• Letter to the Editor
• Appear in English-speaking Ukrainian media
• Be ready to respond/comment on developments: think in soundbites
• Invite international correspondents to press briefings
• Organize a press visit in Ukraine
• Try TV and radio interviews – start small