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7th European Conference on Public CommunicationBru s s e l s • 20 and 21 Oc tobe r 2 016

cor.europa.eu/europcom #europcom

EUROPEAN UNION

Committee of the Regions

ReflectingEurope[on]

2016 Slovak Presidencyof the Council of the

European Union

EuroPCom20162

Reflecting Europe[on] www.cor.europa.eu/europcom

@EuroPCom2016 // #europcom EuroPCom

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Formats of the sessions

All sessions will run in parallel blocks of approximately 1h15-1h30.

• Workshops: Sessions would bring communicators together on a specific topic, linking the practices with local level communications. 2-3 practical case studies presenting different angles of the topic may be shown, followed by an open discussion with participants.

• Key note lectures: Sessions would begin as a 20-30 min lecture from a high-level expert on a particular topic, followed by an Q&A with participants.

• Ideas labs: facilitated tables of active participants wishing to share experience or agree cooperation on a particular project/topic.

workshop

lecture

ideas lab

ProgrammeThursday, 20 October 2016

11:0013:00

Opening session European Parliament, József Antall Building (JAN2Q2)

p. 6

13:3014:45

Networking lunchAtrium 5 and 6

14:4516:15

Migration crisis: communicating refugee integration locallyRoom JDE51 p. 9

Open data, transpar-ency and citizens’ participation: EU and local projectsRoom JDE52 p. 11

Does good communi-cation of EU funding help improve Europe’s image?Room JDE62 p. 13

Endorsing support for EuropeRoom JDE53 p. 15

Ideas labsAtrium 5 p. 35

16:3018:00

The communicator’s role in boosting investmentRoom JDE51 p. 16

Moving communication forward with evaluationRoom JDE52 p. 18

Creating effective campaignsRoom JDE62 p. 19

I am (the art of ) Europe Room JDE53 p. 21

18:0019:30

Networking receptionAtrium 5 and 6

Friday, 21 October 2016

09:1510:45

Dynamics of the Eurosceptic narrativeRoom JDE62 p. 23

Empowering citizens at local levelRoom JDE52 p. 24

What’s next? Video beyond YouTubeRoom JDE53 p. 26

Connecting with millennialsRoom JDE51 p. 27

Ideas labsAtrium 5 p. 35

11:0012:15

From global to local: lessons from communicating TTIP Room JDE51 p. 29

Online transparency and citizen engagementRoom JDE53 p. 31

Appealing looks: web, infographics and visualsRoom JDE62 p. 32

Let’s talk about Europe Room JDE52 p. 33

12:3013:15

Closing session Room JDE62 (listening rooms JDE51 and JDE52)

p. 37

13:1514:30

Networking lunchAtrium 5 and 6

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EuroPCom20164

Registration

INFOPOINT

Access of participants

SIMONE VEIL ENTRANCE Opening Session:JAN 2Q2 (main room)JAN 4Q2 (listening room)

JAN BUILDING

#europcom @EuroPCom2016

RegistrationThursday 20 October 2016, 9:00 to 12:30 at the Infopoint of the European Parliament, Esplanade Solidarność. Thursday 20 October 2016, 12:00 to 17:30 and Friday 21 October 8:15 to 11:30 at the European Committee of the Regions, entrance hall in the Jacques Delors building, Rue Belliard 101. You will receive your participant’s badge at the registration desk (please bring your ID card or passport, and your confirmation email with a bar code). Please ensure that your badge is clearly visible at all times during the conference.Please note that access to the conference is limited to the participants who registered online and who received an e-mail confirmation of their participation in the weeks before the conference.

Conference roomsEuropean ParliamentOpening session takes place in the European Parliament, JAN 2Q2 (József Antall building, Esplanade Solidarność). Participants may enter the European Parliament via Simone Veil entrance.Committee of the Regions Parallel sessions and the closing session take place in the Jacques Delors building, Rue Belliard 101. Conference rooms JDE51, JDE52, JDE53, as well as the networking area Atrium 5, are all located on the fifth floor of the Jacques Delors building. Room JDE62 and Atrium 6 are on the sixth floor of the same building.All conference venues are located within walking distance (max. 5 minutes) of one another. However, due to security checks and registration, please allow for extra time to reach the various conference rooms (in particular for the opening session at the European Parliament). We strongly advise all participants not to bring any luggage to the conference venues.

InterpretationInterpretation from/into English and French will be provided for parallel sessions. The opening session on Thursday morning will be covered in English, French, German, Spanish, Italian, Polish and Slovak.

NetworkingYou will have the opportunity to meet other participants before and after each session. All speakers and participants will be invited to attend a networking reception on the Thursday evening. This year, further networking opportunities in smaller circles will be provided via the platform of ideas labs. Seize these opportunities and enjoy being part of two unique interactive days of sharing your know-how and expertise, and thus strengthening networks and partnerships in both EU and public communication.

Jacques DelorsBuislding

EuropeanCommitteeof the RegionsRooms JDE 51, 52, 53, 62Foyer & Atrium

RoomsVM1, VM3 footbridge

Parlamentarium

EuropeanParliament

Rue du Remorqueur

EsplanadeSolidarność

Wiertzstraat - Rue Wiertz

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Exhibition

Several exhibition stands of EuroPCom partners will be present in Atrium 5 of the Jacques Delors building:

• European Parliament• Council of the EU• European Commission DG Communication• European Commission DG Regional and Urban Policy• Publications Office of the European Commission• European Committee of the Regions• European Economic and Social Committee

In addition, Atrium 5 will host the exhibition “Imagine Europe. In search of New Narratives” where artists, scientists and thinkers present their vision of a future Europe.

Catering

Lunch will be provided on both days of the conference. The reception on the Thursday evening will take place in the Jacques Delors building, Rue Belliard 101 (Atrium 5 and 6).

Web streaming and Wi-Fi

The main conference sessions will be recorded on video. These videos will be posted on the conference website www.cor.europa.eu/europcom by 28 October 2016. The opening session on the Thursday morning and a selection of workshops on the Thursday afternoon and Friday morning will also be web streamed live via the conference site.

In the Jacques Delors Building all visitors can make use of the open Wi-Fi network (“EESC-CoR”). At the European Parliament, the Wi-Fi access code will be communicated at the start of the opening session.

Conference reporting

All available presentations and conference materials will be published on the www.cor.europa.eu/europcom website after the conference. We will send all participants a comprehensive document detailing the proceedings of the conference before the end of the year.

During the event “In-the-Moment” graphic recordings will be delivered by the team of Drawnalism who will capture the main EuroPCom messages in their drawings and show them in the Jacques Delors building.

Filming and photography

Please be aware that all of the conference’s sessions and events will be filmed and photographed. Participants who do not wish to be filmed or photographed should notify the organisation accordingly in advance. All pictures and videos will be posted on the www.cor.europa.eu/europcom website. A link will also be sent to all participants. Each participant may, at any time, request the removal of a picture or video segment containing his or her image.

EuroPCom20166

Opening Session 1Thursday 20 October, 11:00-13:00

European Parliament József Antall building (JAN 2Q2) Interpretation will be provided from/into English, French, German, Spanish, Italian, Polish and Slovak

The opening session will be the official opening of EuroPCom 2016. Top-level EU representatives will be invited to share their personal reflections on Europe as a source of inspiration. This will be followed by a keynote speech on the history and future vision of Europe. The audience will also be given the opportunity to reflect further on inspiring Europe, and on their experience and future ambitions in communication on this. The opening session will conclude with the EuroPCom Public Communication Award ceremony.

Panel debate

Sylvie Guillaume

Vice-President for Information Policy, Press and Citizens Relations, European Parliament

Michal Polák Advisor to the Minister of Finance of the Slovak Republic

Luc Van den Brande

Chair of the Management Board of the Flanders-Europe Liaison Agency, and Member of the European Committee of the Regions

Christophe Rouillon

Mayor of Coulaines, France, and Member of the European Committee of the Regions

Dirk Bergrath

Director of the EU Liaison Office of IG Metall trade union, and Member of the Communication Group, European Economic and Social Committee

Keynote speech Ulrike Guérot Director of the European Democracy Lab,

Berlin, Germany

Moderator Shirin Wheeler European Investment Bank

Sylvie Guillaume Michal Polák Luc Van den Brande

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Ceremony of the 2016 European Public Communication Awards

Presented by Jiří Buriánek Secretary General of the European


Sylvie Guillaume is Vice-President of the European Parliament responsible for, amongst other things, the transparency register, information policy, press and citizens relations. After a career in the social economy, she joined the Socialist Party and has held various responsibilities. From 2001 to 2014, she was deputy mayor of Lyon. In 2009 she was elected as a French member of the European Parliament, and she kept her mandate after the 2014 election. She represents the Group of the Progressive Alliance of Socialists and Democrats, and from 2012 to 2014 was vice-chair of the group. @sylvieguillaume

Michal Polák currently works as an advisor to the Finance Minister, where his primary focus is twofold: European economic integration, including elements of the fiscal union, and the use of the European Structural and Investment Funds in the form of financial instruments. In the second area he concentrates specifically on social impact investing and the development of a functioníng ecosystem to support it in Slovakia. He also studied Economics and Philosophy at the London School of Economics, where he was later awarded a PhD. He joined the Slovak civil service after a spell in current affairs media, both in the UK (the BBC World Service) and his home country.

Luc Van den Brande is the Chairman of the Flanders-Europe Liaison Agency, a member of the European Committee of the Regions and currently Special Adviser to the President of the European Commission on citizen outreach. He was a Belgian senator and member of the Flanders Parliament, and also served as Minister-President of Flanders between 1992 and 1999. Since stepping into his current role, he has been involved in a number of pan-European committees and assemblies. In addition, he was a President of the European Committee of the Regions for a period of two years between 2008 and 2010.

Christophe Rouillon has been mayor of Coulaines, a city in the French region of the Pays de la Loire, since 2001. He is also vice-president of the Association of French Mayors (AMF). As a member of the Committee of the Regions, he was the rapporteur for the CoR’s own-initiative opinion on the future EU communication strategy: “Reconnecting Europe with its citizens: more and better communication at local level”. Christophe Rouillon began his career as a legal officer at the French Ministry for Economic and Financial Afffairs. @ch_rouillon.

Dirk Bergrath has been a member of the European Economic and Social Committee (Workers’ Group) since 2015. He is a member of the Communication Group – the political body responsible for communication – and is particularly active in the field of the digital agenda and online communication. Dirk heads up the EU Liaison Office of the German Metalworkers’ Union (IG Metall), which, with more than 2.2 million members, is the largest trade union in Europe.

Ulrike Guérot is Professor at Danube University Krems and manages the department for European policy and the study of democracy. She is the founder and director of the European Democracy Lab (EDL), which is based in Berlin at the European School of Governance (EUSG), and works for a brighter, more democratic future in Europe – a republic where all citizens will be politically equal (http://www.european-republic.eu/). Her new book, “Warum Europa eine Republik werden muss! Eine politische Utopie” [Why Europe Needs to Become a Republic! A Political Utopia], was published in April this year.

Jiří Buriánek

Shirin Wheeler

Dirk Bergrath

Ulrike Guérot

Christophe Rouillon

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Jiří Buriánek has been the Secretary General of the Committee of the Regions since June 2014. He served previously as Director at the Secretariat-General of the Council, responsible for network industries (energy, transport, telecommunications/information society) and European infrastructures (Connecting Europe Facility and Trans European Networks). Prior to this, he has also served as Enlargement Manager at the European Commission’s DG Joint Research Centre and as Secretary General of PostEurop, the European Restricted Union of the UN Special Agency of the Universal Postal Union uniting 42 European Universal Service Providers.

Shirin Wheeler is currently the Principal Advisor on International Press for the European Investment Bank. Before that, she was European Commission spokesperson for Regional and Urban Policy from 2012-15. For more than 20 years Shirin worked as a reporter and Europe Correspondent for BBC Radio and Television. During that time, she presented the award-winning TV discussion programme from Brussels and Strasbourg “The Record: Europe” (2006-12). The programme jointly received the first ever Reporting Europe award from the European Parliament. Shirin is a regular moderator of European policy debates on issues from regional policy, fundamental rights, climate change, employment issues to the migration challenge.

After the opening session, a networking lunch will be held in the Atrium on the 5th and 6th floor of the Jacques Delors building

of the European Committee of the Regions.

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Workshop 2Migration crisis: communicating refugee integration locally

Thursday 20 October, 14:45-16:15, JDE51

Interpretation will be provided from/into English and French

Countries across Europe face the challenge of helping millions of refugees to create new lives for themselves. These new European residents need support with access to healthcare, education, employment, housing, civic involvement. To achieve this, governments at national, regional and local level need to communicate and engage effectively with refugees. Yet few national or local administrations have much experience with this new and relatively unknown refugee audience. How to embrace this challenge? The workshop will explore the latest collaborative research to fill the knowledge gap in order to build effective communication strategies. This may be complemented by example(s) of citizen and local government action to engage refugees in local communities.

Speakers Shaza Alsalmoni

Human Rights and Civil Society Researcher, United Kingdom

Mary-Laura Capodistria

Communication and Publicity Manager, METAdrasi Greece

Gabriella De Francesco

Refugee Coordinator for the City of Mechelen, Belgium

Moderator Alun Jones European Economic and Social Committee

Shaza Alsalmoni works as a human rights and civil society researcher She holds an LLM in International Human Rights Law from the University of Exeter in the UK and a Bachelor in Law from Damascus University in Syria. Shaza resides in London and has been working with NGOs for the past three years focusing on advocacy, research and legal consultation; she has worked with the Equal Rights Trust, the British Institute for International and Comparative Law, the Small Media Foundation and WPP, among others.

Mary-Laura Capodistria is communication and publicity manager of the Greek NGO METAdrasi, an implementing partner of the UN High Commissioner for Refugees facilitating the reception and integration of refugees and migrants in Greece. She studied visual communication in Athens and graphic design at the London College of Communication. She has been working as an art director in advertising for over twenty years: with Landor Associates in London, Leo Burnett Athens and Ogilvy & Mather, also in Athens. She has taken part in major campaigns and received numerous creativity awards.

Shaza Alsalmoni

Mary-Laura Capodistria

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Gabriella De Francesco is an operation coordinator at the temporary refugee centre in Mechelen, Belgium. The primary focus of her role is to coordinate a programme supporting refugee integration in the local community through designing and organising leisure activities for children and adults, with the help of local volunteers. Prior to this, Gabriella worked as a teacher in Brussels and as an educational mentor in the area of culture and expression.

Alun Jones is currently Head of Press at the European Economic and Social Committee. Prior to joining the EESC, he was Chief of Communication and Advocacy at the United Nations Office on Drugs and Crime, from 2008 until 2015. Before joining the UN, he was Deputy Head of Press at the European Food Safety Authority, from 2005-2008. From 1997 to 2005 he also worked as EU Communications Manager at the European Agency for Safety and Health at Work, where he managed public affairs and communication activities. He holds a masters in European Law.

Alun Jones

Gabriella De Francesco

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Tanja Lahti Simona De Luca

Workshop 3Open data, transparency and citizens’ participation: EU and

local projects



Open data is a tremendous resource that is as yet largely untapped. EU institutions, national and local governments collect a vast quantity of high-quality data as part of their everyday work. A visible positive impact can already be seen in the domain of transparency and democratic control, civic participation and public administration efficiency. This workshop will look at open data practice as a learning process at all levels, showcase benefits of open data using on practical examples, and provide insights into developing open data as a common practice.

Speakers Tanja Lahti Project Manager at City of Helsinki, Finland

Simona De Luca

Team Manager of OpenCoesione, Department for Cohesion Policies at the Presidency of the Council of Ministers, Italy

Pavol Lacko Aliancia Fair Play, Slovakia

Weijer Vermeer

Communications Advisor Digital & Public Diplomacy EU2016, Ministry of Foreign Affairs of The Netherlands

Moderator Anthony Lockett

European Commission, DG Human Resources and Security

Tanja Lahti works for City of Helsinki Urban Facts as a project manager in the regional open data service called Helsinki Region Infoshare (www.hri.fi/en). HRI provides a huge range of information regarding the Helsinki metropolitan area as open data and is one of the global pioneers in the field of open data. Helsinki has brought into the open very useful data on, for example, city decision-making, as well as all public services data, which have been used innovatively for a variety of purposes.

Pavol Lacko

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Simona De Luca is a member of the Evaluation Unit of the Italian Department for Cohesion Policy at the Presidency of the Council of Ministers, where she works on applied research methodologies supporting qualitative and quantitative analysis of EU and Italian regional policies. She is also Team Manager of the OpenCoesione initiative, a web platform which provides open data on all implemented projects funded by cohesion policy in order to promote civic engagement.

Pavol Lacko is a data analyst at Fair-Play Alliance, a Slovak watchdog organisation which uses open data and investigative journalism to highlight uneconomical and unethical activity in the management of public resources. Over the last several years he has worked on many data-driven stories, uncovering close ties between politics and business, or waste of public funds, which also often served as an initial ‘kick’ for the responsible state authorities to begin their own investigations and administrative controls. Pavol has a degree in Political Science from the Free University of Berlin.

Weijer Losecaat Vermeer is a communications advisor for digital and public diplomacy at the Dutch Ministry of Foreign Affairs. He organised unconferences for the Global Conference on Cyberspace and open data conferences for the Dutch EU Presidency, and is a co-founder of the Diplohack concept for co-creative diplomacy. From 2007 to 2015 he worked as an attaché for press, public diplomacy and digital media at the Dutch embassy in London. Prior to his diplomatic career, Weijer enjoyed stints in management consultancy and with the Dutch broadcaster NOS.

Anthony Lockett has been working in the communication field for more than 20 years, in a variety of roles both inside and outside the EU institutions. He helped to launch the European Commission’s open data platform for European Structural and Investment Funds, which aims to boost the performance of EU-funded programmes by increasing transparency and “social control”. Tony recently moved to a new role dealing with internal communication and staff engagement in the European Commission

Anthony LockettWeijer Vermeer

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Jacek Jaworski

Giuseppe Chiellino

Workshop 4Does good communication of EU funding

help improve Europe’s image?


Interpretation will be provided from/into English, French and Italian

SMEs, hospitals, researchers, and many other local stakeholders benefit from EU programmes and partnerships. Does EU funding have an impact on citizens’ attitudes towards the EU? Beyond being a legal obligation, how is communicating EU funding achieved without being perceived by the citizens as propaganda? And how does it help foster engagement in the opportunities available? Based on specific examples and experience, this workshop will investigate different communication approaches, including storytelling, visualisation, and journalistic approaches to finding the right angle for the local audience. Speakers will also reflect on what role the communicators’ personal European sentiment plays in getting convincing messages across.

Speakers Jacek Jaworski

Department for Information and Promotion of the Ministry for Regional Development, Poland

Giuseppe Chiellino Journalist at Il sole 24 ore, Italy

Jonas Norholm

Larsen

South Denmark European Office, Brussels, Belgium

Sandra Fiene Press Officer, European Commission Representation, Bonn, Germany

Moderator Peter Fischer European Commission, DG for Regional and Urban Policy

Jacek Jaworski currently heads the Coordination of Information and Promotion Unit in the Polish Ministry of Economic Development. He also acts as a communication officer to coordinate information and communication activities in relation to all cohesion funds in Poland. He co-founded a system for communicating about EU funds in Poland for the 2014-2020 period. He has extensive experience in conducting information activities, including media campaigns. In his view, the most important goals are to simplify the official language and to clearly show the benefits of being a citizen of the European Union and the effects of cohesion policy.

Giuseppe Chiellino is a journalist at Il Sole 24 Ore, working in the central editorial office in Milan. He started his career in Rome in 1991 at Radiocor, the press agency of the Gruppo 24 Ore. He also worked for this newsgroup as their Brussels correspondent, a role which fostered his passion for European affairs. Today he focuses on the EU, and the structural funds in particular. He is optimistic about the paper-to-web interface, and also writes about these topics on the blog “Il Paese delle Imprese”.

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Jonas Norholm Larsen is communications manager at the South Denmark European Office in Brussels. In collaboration with the Danish press, administrations, universities, clusters, SMEs and others, h communicates the South Danish involvement in EU projects and partnerships in the public and private sector. Prior to his work in Brussels, Jonas worked as a communications consultant at the City of Copenhagen

Sandra Fiene works for the Commission Representation in Bonn, where she is responsible for press and social media. Europe and media are her passions, and her studies and work have brought her to Lille, Canterbury, Brussels, Geneva, Hamburg, Hannover and Mainz. She was engaged by ARD and ZDF until April 2015 as a TV reporter and editor in the areas of politics, economics and news. She was also a trainee for the NDR and she knows the “jungle of the EU” from both sides, as she has worked in Brussels as both a journalist and a team leader in the EU institutions, with DG Information Society and Media.

Peter Fischer currently works as a Team Leader for Communication Actions in Member States at the Communication Unit of the Directorate-General for Regional and Urban Policy, European Commission. Peter has been working in different fields of cohesion policy communications for more than 8 years. He animates a Europe-wide network of ERDF and Cohesion Fund communication officers (INFORM), with whom he has closely collaborated to realise the 2016 #EUinMyRegion campaign. While studying International Relations in Konstanz, Germany, and Warsaw, Poland, Peter worked as a freelance journalist for several regional newspapers.

Sandra Fiene Peter FischerJonas Norholm Larsen

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Workshop 5Endorsing support for Europe



Society largely rates the European Union’s success on the basis of public endorsement by political leaders at home. Against the backdrop of growing scepticism in Europe, national leaders need to stick up for shared European interests and explain to their electorate why the EU may be instrumental in addressing the challenges facing Europe. However, some are tempted to tone down their European convictions, and in a number of countries people feel that leaders say different things at home and abroad. This workshop will explore how communication professionals can be instrumental in creating opportunities for political leaders to espouse pro-European policies. It will also look at how an EU Presidency can nurse such opportunities by involving local society, whether sceptical or idealistic, and creating a degree of ownership of various European projects.

Speakers Christian Schnee

Senior lecturer in public relations at the University of Greenwich, United Kingdom

Elena Višnar Malinovská

Spokesperson of the Permanent Representation of Slovakia to the European Union and the Slovak Presidency of the Council of the European Union

Moderator Laurent Thieule

Director, European Committee of the Regions

Christian Schnee graduated in history and politics before completing a doctorate in political marketing. He worked as media spokesperson for Germany’s CDU and served as a director of communications in regional government. Christian headed the Konrad Adenauer Foundation’s department of political communication before moving to the UK, where he now works as senior lecturer in Public Relations at Greenwich University. His latest book, “Political Reputation Management: The Strategy Myth” questions the role of strategy in party political and government communications.

Elena Višnar Malinovská is the spokesperson of the Permanent Representation of Slovakia and the Slovak Presidency of the Council of the European Union. She previously worked in the Secretariat General of the European Commission and the Cabinet of the European Commissioner for Environment, Janez Potočnik, with a particular focus on on environment, climate, energy, transport and trade policies. She also worked freelance reporting news from Slovenia and advising citizens on their EU rights. She studied law at the Comenius University in Bratislava and in Trnava. She completed her EU studies in SciencePo in Paris and the College of Europe in Poland.

Laurent Thieule is Director of the European Committee of the Regions’ legislative work, and was formerly Director of communication. His directorate is responsible for a series of European themes which impact regional and local authorities, including environment, energy, climate change, agriculture, fishing, civil protection, external relations, citizenship and migration.

Christian Schnee

Elena Višnar Malinovská

Laurent Thieule

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Workshop 6The communicator’s role in boosting investment



The Investment Plan for Europe is an ambitious and new way of boosting investment and the key project of the Juncker Commission. Areas such as energy, transport, broadband, education, research and innovation should all benefit from the new investment facilities available to foster further development. The communication part, however, may not be so straightforward. The objective of the workshop is to share and understand the best practices of ongoing investment campaigns in Europe with a view to finding the merging points between information channels from the EU and tailoring communication to the needs of stakeholders locally.

Speakers Matteo Maggiore

Director of Communication, European Investment Bank, Luxembourg

Raymond Frenken

Head of Communications at European Banking Federation, Belgium

Kiril Velitchkov

Head of European Projects and Financial Institutions CIBANK, Bulgaria

José António Pacheco Sequeira

Invest Porto, Municipal Division of Economic Development and Investment of Porto, Portugal

Moderator Michele Cercone European Committee of the Regions

Matteo Maggiore has been Director of Communication at the European Investment Bank since October 2014. Prior to that, he was Deputy Director of Communication at the Organisation for Economic Cooperation and Development (OECD). He spent a big part of his career at the BBC where he started as a European Affairs Officer in 1992 and later became Controller of European and International Policy. He also served as Deputy Director for Television at the European Broadcasting Union from 1998 to 2000.

Raymond Frenken’s career over the last 30 years has had as a constant theme the enlightenment of both readers and viewers on complex financial and economic stories. Trained initially as a journalist in his native Netherlands, he moved abroad in 1990 to work for many years throughout Europe as a reporter for international English-language media, including Bloomberg News, Dow Jones, the Financial Times and CNBC Europe. Since 2014, Raymond has worked for a responsible and innovative banking sector as Head of Communications for the European Banking Federation in Brussels. He is married, and father to two millennial daughters.

Raymond Frenken

Matteo Maggiore

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Kiril Velitchkov manages the activities related to EU programmes at CIBANK, Member of KBC Group (Bulgaria), and also the KBC European Financial Instruments Competence Center. He represents the KBC Group in the Working Group for credit guarantees under the Vienna Initiative, and the Association of Banks in Bulgaria in the programming of EU Funds 2014-2020. Kiril is member of the KBC Bulgaria sustainability committee. He has more than 19 years of experience with EU programmes. Kiril has consulted for Bulgarian and foreign ministries and was an independent expert at the European Commission. He is a university lecturer. Kiril completed a PhD in European Structural and Pre-Accession Funds in 2003 and has over 40 publications to his name.

José António Pacheco Sequeira collaborates in Invest Porto, the investment promotion agency of the Municipality of Porto. He was also coordinator of the Urban Studies and Cooperation Office in Porto Vivo, SRU – the urban rehabilitation society of the historic center of Porto –, participating in the management of projects with EU funding, in particular the Action Programmes for the Urban Rehabilitation of Morro da Sé and Axis Mouzinho / Flores, and the URBACT II project, CSI Europe. He belonged to the technical teams of several publications, including in the role of scientific coordinator, and has also published in national and international journals.

José António Pacheco Sequeira

Kiril Velitchkov

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Lecture 7Moving communication forward with evaluation



Evaluation is a key part of the entire communications process. Understanding the motivation of the target audience, building benchmarks, and defining measurable outcomes all have an inbred evaluation feature. In the end, measuring the impact of communications delivered is imperative to achieving continuous improvement. This lecture will explain how to approach evaluation in campaigns and why evaluation is crucial for communicators striving to achieve ever better results.

Speaker Jim Macnamara

Professor of Public Communication at the University of Technology Sydney, and Chair of the International Association for the Measurement and Evaluation of Communication (AMEC) Academic Advisory Group

Moderator Tom De Smedt European Commission, DG Health and Food Safety

Jim Macnamara PhD is Professor of Public Communication at the University of Technology Sydney (UTS), a role he took up in 2007 after a distinguished 30-year career in professional communication practice. He is also currently a Visiting Professor at the London School of Economics and Political Science. Chair of the Academic Advisory Group of the International Association for Measurement and Evaluation of Communication (AMEC), he was one of the key architects of the new AMEC Integrated Evaluation Framework launched in June 2016. Jim was also an advisor on the development of the UK Government Communication Service (GCS) Evaluation Framework in 2015, and was appointed as a member of the GCS Evaluation Council in 2016.

Tom De Smedt works at the European Commission’s Directorate-General for Health and Food Safety, where he is in charge of the communication strategy for several health policy files. Before joining the Commission, he worked as a communication advisor/manager at the European Committee of the Regions, the Regional Government of Flanders and Ghent University, where he still works as an assistant lecturer in the Master’s programme in communication management.

Jim Macnamara Tom De Smedt

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Workshop 8Creating effective campaigns



How to generate interest, bottom-up engagement, and action at a grassroots level? These are the dilemmas often faced by those striving to break out from the old-fashioned box of staging public communication campaigns. This workshop will focus on digital public communication best practice that delivers clearly defined outcomes and drives behavioural change. Change which can also save money in public pockets and make it possible to do ‘more with less’. A number of real-life case studies will be used to demonstrate what may be possible.

Speakers Dave Worsell Managing Director at GovDelivery Europe, United Kingdom

Eddie Coates-Madden

Head of Communications at Sheffield City Council, United Kingdom

Nina HottiDeputy Press and Media Officer, European Commission Representation in Helsinki, Finland

Milko Van Gool

European Commission, DG International Cooperation and Development

Moderator Melanie Kitchener

Senior Consultant at Coffey International Limited, United Kingdom

Dave Worsell is the managing director of GovDelivery Europe Ltd. He is an experienced digital transformation consultant and specialises in the application of digital engagement and communication technologies which empower change in the public sector. He has a strong technical background and combines this knowledge with digital communication expertise gained through over twenty years of working with the UK’s leading public sector organisations. Dave has also represented UK SMEs’ interests on the influential TechUK Public Services Board, which aims to help transform how businesses and government interact and how the public sector procures and implements digital services.

Eddie Coates-Madden is responsible for leading and developing an innovative, creative and open 21st century communications strategy and service at the fourth largest local authority in the UK. Acting as the senior advisor to the council’s leader, cabinet, CEO and executive directors on all communications and PR issues, Eddie leads a team working across a broad range of public, private and voluntary sector partnerships. He is a vice-chair of the UK’s LGcomms Executive Committee, a board member of the Sheffield Brand Partnership and was formerly the senior communications and marketing manager at Kingston upon Hull City Council.

Dave Worsell

Eddie Coates-Madden

Nina Hotti

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Nina Hotti works as deputy press officer and digital leader in the media team of the European Commission’s Representation in Finland. She was previously part of the Representation’s outreach team dealing with EU communication with the citizens. Nina studied political geography, international relations, communications and information Studies. @ninahotti

Milko Van Gool is Acting Head of the Communication Unit at the European Commission’s Directorate General for International Cooperation and Development. From 2004 to 2014 he served as a manager of development cooperation in EU Delegations to the Central African Republic, Bangladesh, Malawi and Afghanistan. He studied Classics and Philosophy at Nijmegen University (NL). He is also a passionate long-distance swimmer, and he has swum the English Channel and other crossings in support of charitable causes.

Melanie Kitchener is an experienced communication evaluation specialist. Over the last 15 years, she has led or made a significant contribution to around 50 evaluations of communication campaigns and activities for the EU institutions and agencies. She understands the challenges involved in designing communications to create change. She is experienced at helping communicators to develop campaigns around an elaborated theory of change, defining units of measurement and frameworks for campaign measurement, analysis and evaluation.

Milko Van Gool

Melanie Kitchener

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Workshop 9I am (the art of) Europe



Europe is not just about funding and policies. Making connections through arts and culture has the power to enrich our community and make it a more inspiring place to live. It provides valuable insights into who we are and creates space for unlocking further creativity, talent and innovation with a wider impact on society and the economy. It is a unique channel for engaging with the public and inspiring collaboration beyond borders. This workshop will present some innovative and untraditional examples of art and culture projects and share their experience in creating inspirations for Europe.

Speakers Marjo Van Schaik

Cultural Strategic Advisor and Project Manager of Europe by People, The Netherlands

Juliane Männel

Production Manager Home Visit Europe, Germany

Kathleen Weyts

Project Coordinator of Imagine Europe In Search of New Narratives, Belgium

Moderator Jorma SarvHead of international cultural projects of the Estonian 100 jubilee year and Estonian EU-Presidency team, Estonia

Marjo Van Schaik is a former General Manager of the National Opera and Ballet in Amsterdam, in addition to smaller pioneering cultural organisations, where she has led and overseen both programming and capital projects. She has worked in various roles including as a project manager, coach, change facilitator and director. She is currently working on a PHD which focuses on the changing meaning of cultural venues in the network society. Recently she was also the intendant of the Cultural Programme during the Dutch EU presidency.

Juliane Männel is a freelance production manager and dramatist who lives and works in Berlin. Since 2008 she has regularly worked with Rimini Protokoll (“Home Visit Europe”, “Remote X”, “Radio Muezzin”, “Soil Sample Kazakhstan”) and the Swiss set designer Dominic Huber (“Hotel Savoy”, “Waiting for the Barbarians”, “Forever Yours”). In 2008 she produced the theatre festival “100 Grad Berlin” at HAU Hebbel am Ufer Berlin. She assisted amongst others, Hans Werner Kroesinger, Hannah Hurtzig/Mobile Academy and Chris Kondek. Juliane Männel studied at the Fekux Mendelssohn Bartholdy University of Music and Theatre in Leipzig.

Marjo Van Schaik

Juliane Männel

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Kathleen Weyts has a background in contemporary art and intercultural management, and a masters in communications. She was head of Communications and Mediation at M HKA (Museum of Contemporary Art, Antwerp) for 10 years, and in 2013 she founded Panache, a non-profit art space and agency for visual arts and design. She coordinated the communication strategy for the “Europe for Festivals, Festivals for Europe” project and is currently coordinating the projects “Imagine Europe – In Search of New Narratives” and “Europe Europe” for BOZAR, Brussels. She has been involved in various exhibitions and contributed to several art publications.

Jorma Sarv has a varied experience in the fields of strategic planning, culture, the creative industries and sport. Jorma Sarv is currently head of the international programme dedicated to the centenary of the Republic of Estonia and the Estonian Presidency of the Council of the EU, and has been a member of European Union expert group on cultural and creative sectors. From 2007 to 2013, he worked at the Estonian Ministry of Culture, where he was responsible for strategic planning, creative industries policies and a number of development projects and studies.

Kathleen Weyts Jorma Sarv

After the afternoon sessions, the Slovak Presidency of the Council of the EU and the European Committee of the Regions invite all speakers and participants to a networking reception, held in the

Atrium on the 5th and 6th floor of the Jacques Delors building of the European Committee of the Regions (next to the workshop rooms).

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Lecture 10Dynamics of the Eurosceptic narrative

Friday 21 October, 09:15-10:45, JDE62


After years of crisis, we are seeing Eurosceptic parties making gains across Europe. The Eurosceptic narrative tends to widen the divisions that have emerged in Europe, between North and South, creditors and debtors, euro-ins and euro-outs. It associates the EU with fears over immigration, and turns politics into a battle between “more” and “less” Europe. The impact of a Euroscepticism on mainstream politics is already visible. How can we address the Eurosceptic narrative in a meaningful way? This session will analyze and debate the lessons learned from the UK’s EU referendum. Looking closely at the two campaigns and the way they approached rural areas, cities, young people, businesses, and social media, for example, conclusions will be drawn on how politicians and communicators can cope with the feeling of distrust in society.

Speaker Professor John Curtice

Professor of Politics at the University of Strathclyde, Glasgow, United Kingdom, and President of the British Polling Council

Moderator Otmar Lahodynsky President of the Association of European Journalists, Austria

Prof. John Curtice is Professor of politics at the University of Strathclyde, Glasgow, and senior fellow at NatCen Social Research and the ESRC’s “UK in a Changing Europe” initiative. He has written about political attitudes and voting behaviour in the UK for over thirty years, including as a former co-director of the British Election Study and of NatCen’s British Social Attitudes survey. He is chief commentator at the whatukthinks.org/eu website, which provides a comprehensive collection of polling data referendum on the UK’s membership of the EU together with associated commentary. He is also a regular media commentator on British politics.

Otmar Lahodynsky has been the President of the Association of European Journalists (AEJ) since 2014. He started off his career at “Profil” magazine, Austria’s leading political weekly, where he currently holds the position of the European editor. He previously also worked as Brussels correspondent and Deputy Editor-in-Chief of “Die Presse” daily, and Head of Foreign Desk at the Viennese “Kurier” daily. He is the author of “Globalisierung” (Veritas-Verlag) 2008, a book about the origins and consequences of globalization.

Prof. John Curtice Otmar Lahodynsky

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Workshop 11Empowering citizens at local level



Citizens live their daily lives at the local level where they engage with public services, markets and the political system. Their involvement in local affairs requires participation and accountability in local governance, whether through formal or less formal channels. Promoting citizen engagement requires active encouragement of initiatives and understanding of obstacles to participation. This workshop will look at how citizen-driven projects can be useful facilitators for effective delivery of public policies, with a view to generating benefits and enhancing the development of communities.

Speakers Luigi Martignetti

European Network of Regions and Cities for the Social Economy (REVES), Belgium

Jonathan Dehas

Communication and Marketing Manager of Atrium.Brussels, Belgium

Alec Walker-Love Communications Specialist, Belgium

Moderator Natasja van den Berg Author and journalist, The Netherlands

Luigi Martignetti is secretary general of REVES (Regions and Cities Working with the Social Economy), and vice-president of Social Economy Europe. He is also a member of the Commission’s expert group on cohesion policy. Throughout his career, he has been involved in various initiatives related to democracy, local development and cohesion policy, cooperative and social enterprise development, employment and social policies, social dialogue, and industrial relationships. Luigi Martignetti is one of the co-developers, and testers, of TSR (territorial social responsibility), an approach to local people-based policymaking.

Luigi Martignetti Jonathan Dehas

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Jonathan Dehas is communication and marketing manager of Atrium.Brussels, the regional agency of commerce. He holds a bachelor’s degree in communication and graduated from the Institute for Higher Social Communication Studies (IHECS) with a master’s degree in journalism. He has worked at Atrium.Brussels for seven years and heads the Communication and Marketing department. In March 2016, Jonathan Dehas and his team launched Make.Brussels, a call for ideas to the public aimed at bringing some magic back to Brussels after the Paris attacks and the lockdown, drawing on levers such as crowdsourcing, crowdvoting and a hackathon to get people involved.

Alec Walker-Love works with associations, academia, businesses and institutions, helping them meet their goals more successfully using highly effective communication. His current focus is on projects in science, research and civic engagement. He has previously worked on a variety of e-Government initiatives and as a communications manager for international associations in urban mobility, project management and healthcare. More recently, he was senior project manager in strategic marketing at Veolia Environment. Alec divides his time between Brussels, Paris and London.

Natasja van den Berg is a moderator of numerous debates and expert sessions on topics such as sustainability and urban planning. This year she has hosted numerous sessions on the Urban Agenda for the EU. As a founding partner of Amsterdam-based strategy bureau Tertium, she is an expert in the field of citizen participation and bridging the gap between science and society. Natasja sits on the supervisory boards of the Max Havelaar Foundation (fair trade) and the Hivos Triodos Foundation (sustainable investment).

Alec Walker-Love Natasja van den Berg

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Workshop 12What’s next? Video beyond YouTube



With mobile video consumption already making up 55% of all mobile data, Facebook and Twitter have created their own video platforms in a bid to challenge YouTube’s dominance. The “social video” is thus on the rise and this is changing how European communicators tell inspiring stories online. Creating a mix of content that works well across all these platforms is a real challenge, but also an exciting opportunity to use new online video platforms to do cut-through creative communications. This workshop will provide a useful toolkit for creating social videos in public communication, using an interactive approach to engage participants in the process.

SpeakerDiarmaid

Mac Mathúna

Head of Client Services at Agtel, Ireland

Moderator Gauthier Bas Account Director at Old Continent, Belgium

Diarmaid Mac Mathúna leads international digital and video projects as head of client services at Agtel, a video agency with offices in Dublin and Brussels. His European clients include EFSA, Eurofound, Eurostat, Frontex and EUROCITIES. Recent campaigns have engaged audiences across Europe with animated infographic videos for social networks as well as interactive scroller websites. He has a background as an award-winning producer/director and has also been named by the Sunday Independent as one of Ireland’s Top 30 Business Tweeters.

Gauthier Bas began his career at the European Parliament working for DG Communication, then for a French MEP, and then for a leading PR consultancy in Brussels. In 2013, he co-founded OldContinent, a communication agency specialising in the conception and production of campaigns in an EU context. Firmly European, his background in political science and history makes him passionate about his projects.

Diarmaid Mac Mathúna Gauthier Bas

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Workshop 13Connecting with millennials



In 2020, millennials will account for 50% of the European workforce. As a new generation enters society, employment and the political system, communicators may need to respond to meet the expectations and behaviours of this growing and influential population. Are they ready? This workshop will explore millennials in closer detail using behavioural insights, including their views on Europe, politics, civic engagement and participatory democracy.

Speakers Natalie Rastoin President of Ogilvy France, France

Irene Milleiro Change.org European Campaigns Director, Spain

Maria FreitasPolicy Advisor at the Foundation for European Progressive Studies (FEPS), Belgium

Moderator Dominic Lyle Director General of European Association of Communication Agencies, Belgium

Natalie Rastoin is the president of Ogilvy Group in France, a position she has held since January 2006. Specialising in communication studies, Natalie graduated from La Sorbonne-Paris IV (Celsa) and HEC (Ecole des Hautes Études Commerciales). Twenty years of experience with major communication groups have involved her in collaborating with global brands, as well as with the public sector, such as France’s employment ministry and the European Commission. She is also a member of the Association of Communications Agencies (AACC), as well as the executive board of the Montaigne Institute in Paris.

Irene Milleiro is Campaigns Director for Europe at Change.org, which she joined in 2011 as Campaigns Director for Spain. She worked in the Oxfam family for 7 years in various different roles, including Campaigns and Policy Director for Oxfam Spain. Previously, Irene lived in Brussels where she worked for the human rights unit of the European Commission and the International Rehabilitation Council for Torture Victims (IRCT). She has a Master of Laws from the University of Deusto (Spain) and a European Masters Degree in Human Rights and Democratisation from the European Inter-University Centre in Italy. @irenemilleiro.

Natalie Rastoin

Irene Milleiro

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Maria Freitas works as a Policy Advisor at the Foundation for European Progressive Studies (FEPS), the only progressive think-tank at EU level. Maria is responsible for issues of democratic participation, extremism and new political movements. At FEPS she is also in charge of the Millennial Dialogue, a global youth engagement initiative that aims to create a better understanding of the priorities and values of the Millennial generation and their interaction with politics, political systems and institutions. Maria holds a law degree from Lisbon University and a Master of Arts in European Political Studies from the College of Europe.

Dominic Lyle is the Director-General of EACA, the European Association of Communications Agencies, which represents the interests of commercial communications agencies in Europe. Dominic worked as European Sales & Marketing Manager for a UK food manufacturer and spent 25 years in the communications business in London & Brussels. In 1994, he moved to Brussels to set up a PR company for Omnicom’s global PR Group Porter Novelli. Since joining EACA in 2002, he has co-ordinated major initiatives for the European agencies in areas such as Sustainable Development, Corporate Social Responsibility, obesity, alcoholic beverages, advertising to children, self-regulation and effective advertising awards. He is currently an Executive Board Member of the European Advertising Standards Alliance and Treasurer of the European Interactive Digital Advertising Alliance.

Maria Freitas Dominic Lyle

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Workshop 14From global to local: lessons from communicating TTIP


Interpretation will be provided from/into English, French, and German

From firm support to negative hysteria, the Transatlantic Trade and Investment Partnership (TTIP) negotiations have managed to prompt a wide range of responses in European society since their launch in 2013. And the controversy around the partnership certainly managed to mobilise the masses. Choosing the right communicating strategy for TTIP is thus crucial, both for the EU and for the local communicators bringing the debate to the regions. This workshop will examine what went wrong and what went right in communicating TTIP to Europe and its regions, and possibly offer ideas how to do better or correct shortcomings.

Speakers Lutz Güllner European Commission, Directorate General for Trade

Lora Verheecke

Researcher and Campaigner at Corporate Europe Observatory, Belgium

Markus TönsMember of the Parliament of North Rhine-Westphalia, Düsseldorf, Germany, and of the European Committee of the Regions

Moderator Daniela Vincenti

Communications Director, FoodDrinkEurope, Belgium, and Member of the Board of European Association of Communication Directors

Lutz Güllner works in the European Commission’s Directorate General for Trade, where he is Head of Unit for Information, Communication and Civil Society. In his work, he particularly focusses on communication activities relating to the EU-US trade negotiations. Prior to this he served as Deputy Head of the Trade Strategy Unit. He was also responsible for the coordination of EU-US trade and economic relations, including the Transatlantic Economic Council. In 2009 and 2010, he was spokesperson for the High Representative of the European Union for Foreign Affairs and Security Policy, and he has also been the Commission’s spokesperson for trade policy.

Lutz Güllner Daniela Vincenti

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Daniela Vincenti is editor-in-chief at EurActiv.com. She joined EurActiv in 2008 as parliamentary editor, leading the coverage of the European elections and managing 33 professionals across Europe. She worked as a journalist for more than 20 years in Italy, the United States and Germany, where she was the financial correspondent for Italian daily Il Messaggero. Upon her arrival in Brussels in 2002, she developed the communication activities of the Platform of European social NGOs (Social Platform). She was educated at the Sorbonne in Paris and Columbia University’s Graduate School of Journalism in New York.

Lora Verheecke is a researcher and campaigner on trade in the Corporate Europe Observatory (CEO) NGO, a group working to expose and challenge the privileged access and influence enjoyed by corporations and their lobby groups in EU policy-making. Her work in CEO mostly focuses on investment and regulatory cooperation in TTIP and CETA. Lora is a French national who studied environmental governance at the University of Manchester. Before joining CEO, she worked in various civil society organisations on development and environment issues.

Markus Töns has been a member of the European Committee of the Regions since 2012, and was the rapporteur for the Committee’s opinion on the Transatlantic Trade and Investment Partnership (TTIP), adopted at the February 2015 plenary session. Since June 2005, he has been a Member of the North Rhine-Westphalia Landtag, where he is the spokesman for the committee in charge of European affairs. Between 1999 and 2004, he was a Member of the Gelsenkirchen-Mitte District Council. Markus holds a Master’s degree in political science from the University of Münster. @Toens_NRW04

Markus TönsLora Verheecke

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Workshop 15Online transparency and citizen engagement



Online citizen transparency and engagement platforms are increasingly sought out by citizens to provide the communication bridge between citizens and politicians/administrations and fill in the gap in access to information in the public domain. How do these platforms work? What communication synergies can be attained with public communicators? This workshop will present several such platforms, explore their views on EU and local transparency matters and offer recommendations for further stimulation of citizen engagement and enhancing transparency.

Speakers Andreas Pavlou

Right to Information Campaigner Researcher at Access Info Europe, Spain

Fabian Fechner Co-founder of Politix EU, Belgium

Adam Nyman Director of debatingeurope.eu, Belgium

Moderator Elisa LironiDigital Democracy and Campaigning Coordinator at European Citizens Action Service, Belgium

Andreas Pavlou is a “right to information” campaigner and researcher at Access Info Europe, working for greater access to information in law and practice across the European Union. He coordinates campaigns directed at the EU institutions and manages the AsktheEU.org request platform that facilitates access to EU document requests. Andreas has also drafted and edited reports on the transparency of EU institutions in practice drawing from analyses of requests submitted to AsktheEU.org.

Fabian Fechner studied international affairs at the University of St Gallen and holds a master’s degree in “Politics and Government in the EU” from LSE. After some years as a freelance (online) journalist and first work experiences in Brussels, he founded Politix EU (eu.politix.io) with two friends. Today, he is still working in the Eurobubble, sharing his passion about European politics. As a co-founder of Politix EU, he is excited about communicating EU policies and the nerdy details of the EU legislative process.

Adam Nyman is the Director and Co-founder of Debating Europe, the online platform designed to engage Europe’s citizens and policymakers in an ongoing debate on the critical issues facing our continent. Currently also the Publication Director of the policy journal Europe’s World, he has extensive experience in digital media having launched the Brussels-based newswire service EUPOLITIX.com in 2003, before merging it into The Parliament Magazine, where he was the Managing Director.

Elisa Lironi is the Digital Democracy Manager for the European Citizen Action Service (ECAS). She develops and leads ECAS’ Digital Democracy agenda by implementing projects and publishing studies in this focus area. She is currently managing the project Digital Ecosystem for E-Participation Linking Youth, which is co-funded by the Erasmus+ programme, and has been researching the potential and challenges of e-participation and crowdsourcing at EU level. She also coordinates ECAS’ Support Centre for the European Citizens’ Initiative.

Fabian Fechner

Adam Nyman

Elisa Lironi

Andreas Pavlou

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Workshop 16Appealing looks: web, infographics and visuals



This workshop will bring together experts on modern web trends to showcase the best practice on their implementation in institutional environments. This will include responsive design, parallax scrolling, interactive graphics, and other useful techniques in conveying (often complex) messages.

Speakers Gabriel Alvarez Interact Programme, Vienna, Austria

Vasilis Lampropoulos European Commission, DG Climate Action

Frédéric Grelet European Parliament, DG Communication

Moderator Nicola Vatthauer

Communications Director at Eurocities, Belgium

Gabriel Alvarez is communications manager at Interact, which he joined in 2012, having previously worked in Luxembourg for the European Parliament and the ESPON Interreg programme. Beginning his career as a journalist for Spanish and Belgian publications, Gabriel studied communication and holds an MA in knowledge and the information society.

Vasilis Lampropoulos dabbles in graphic design, animation, illustration, typography, photography, video, web design, installations, and performance among other things. He has been personally and professionally involved in social media since 2007, and has studied what makes virtual communities tick. He is passionate about cooking and exploring.

Frédéric Grelet works in the European Parliament’s Webmaster team. His task is to coordinate the content received from other (multi) media units in the form of web pages, ordinary and interactive graphics, and even games. The primary target are the users, and the aim is that they find what they are looking for, understand what they see, and – hopefully – like it too!

Nicola Vatthauer has been Communications Director at EUROCITIES, the network of major European cities, since 2004. Nicola has over 20 years of experience in pan-European communications strategy and delivery, and is an expert in Europe-wide campaigns, events and cross-sector engagement. At EUROCITIES, Nicola is responsible for corporate communications strategy and oversees all communication activities. Previously Nicola was Communications Manager at EUREKA, the pan-European research initiative, and she previously worked as a journalist, writing about European research policy and cultural identity in both English and German.

Gabriel Alvarez

Vasilis Lampropoulos

Frédéric Grelet

Nicola Vatthauer

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Workshop 17Let’s talk about Europe



It’s about Europe, it’s about you. Let’s talk! Town-hall style debates of politicians with citizens are increasingly gaining the attention of local communities and media. The heart of the effort is to present and communicate the European agenda, listen to ideas, and engage in active dialogue on Europe. Apart from citizen dialogues, various other formats of local events help stimulate public discourse and raise the awareness of the wider public. This workshop will present the experience of taking the EU to cities and regions through citizen dialogues and local events, with a view to exploring effective approaches to communicating on Europe with the public at large.

Speaker Andres Jaadla

Member of the Rakvere City Council, Estonia, and of the European Committee of the Regions

Tanya Hristova Mayor of Gabrovo, Bulgaria, and Member of the European Committee of the Regions

Sjerp van der Vaart European Parliament, DG Communication

Ursula Serafin Director of Maison de l’Europe de Paris, France

Moderator Joachim Ott European Commission, DG Communication

Andres Jaadla is a member of the Committee of the Regions and of the City Council of Rakvere, Estonia. He held the position of Mayor from 2002 to 2012, and was previously Chairman of the Council’s housing and international relations commissions. He was the initiator of the European Covenant of Mayors in Estonia and currently serves as the ECM’s Ambassador to the CoR. He is also a member of the Smart Cities stakeholder platform and a veteran public speaker.

Tanya Hristova is the Mayor of Gabrovo, Bulgaria, and a Member of the Committee of the Regions. She is Chairman of EcoEnergy, a municipal network for energy efficiency, and previously worked in the cabinet of the Minister for EU Funds. She has over ten years’ experience in externally funded projects for regional development, including pre-accession instruments and funds. She has been involved in setting key priorities for cohesion policy in the programming period 2014-2020, and she has an academic background in English Philology and Finance.

Tanya Hristova

Sjerp van der Vaart

Andres Jaadla

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Sjerp van der Vaart has held numerous executive functions in journalism with publishing houses in the Netherlands, including the role of financial analyst at the Dutch Financial Times and executive deputy director of the Dutch General News Agency (ANP). In this latter role he acquired a deep understanding of media markets and communication trends across the EU. He was also an EU chef de bureau in Brussels during the nineties and the head of the EP Information Office in Holland and Belgium.

Ursula Serafin is a graduate of both the Pedagogical University of Cracow (Poland) and the Ecole Supérieure de Journalisme in Paris (France), and specialised in life-long learning at the University Paris IX Dauphine. Between 1990 and 2003 she was the coordinator of activities for the European Foundation of Journalists – a training centre for journalists from all over the world, focusing on European affairs. In 2003, she joined Confrontations Europe and managed the Brussels office from 2004 until May 2010, when she became the Director of the Maison de l’Europe in Paris.

Joachim Ott is Head of the Citizens’ Dialogues unit in DG Communication, where he and his team have developed a new format of direct outreach to, and political communication with, citizens. He has held various policy-making roles in the Commission relating to employment and communication. Prior to this, Joachim headed the private office of a German MP and was legislative advisor to another. He has a Masters in Classics and a PhD in Roman History from the Johann Wolfgang Goethe University of Frankfurt/Main.

Ursula Serafin Joachim Ott

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Ideas Labs 18Join forces and team up!

Thursday, 20 October 2016, 14:45-16:15 / 16:30-18:00

Friday, 21 October 2016, 09:15-10:45 / 11:00-12:15

Atrium 5, JDE Sessions only in English

Running parallel to the other conference sessions in Atrium 5, the ideas labs provide further opportunities for open interaction, discussion and cooperation, geared towards coming up with concrete proposals for action.

Interested participants can use the ideas labs to meet and discuss in smaller groups, agree on cooperation for concrete projects, or share experiences and best practice on issues of common interest. The labs are facilitated by lab moderators, and the aim is to arrive at concrete agreements for cooperation and action that will be carried on after the conference.

The content of the ideas labs has been designed through an open, bottom-up approach based on initiatives from the EuroPCom community. 8 ideas labs have been selected – no need to register! Join them to find partners, team up in projects, or share experience with colleagues. And get ready to start discussing the ideas labs’ topics before, during and after EuroPCom on the conference’s LinkedIn and Twitter accounts.

20 October

14.45-16.15 European Awareness Day

Prof. Roberto Castaldi

CesUE

European Awareness Day is an innovative communication strategy which has been launched with flying colours in Italy, Poland and Portugal – and is coming soon to France, Spain and the UK. It encompasses a music recital, a TED-style conference and audience debate, and workshops and seminars built to address specific target audiences.

Curious? Come meet its creators and find out more!

14.45-16.15 What unites us?

Suzanna Matvejevic Europeen Committee

of the Regions

What positive European values can we communicate to the world? Who is our target audience? How can we promote these values? Further, what are the negative aspects?

Join this brainstorming if you’re interested in successful, Europe-focused communication!

16.30-18.00 PUBLIC COM.eu An online one-stop-shop to train in public

communication

Charlélie Jourdan OLD-CONTINENT

Agency

Anyone working in public communications is familiar with the challenge of finding consistent and comprehensive online training in this field. We want to change this, offering you all the practical information you need, every day, in just two clicks.

We’ll create the ultimate educational platform for public communicators – and if the communicators of Europe can access better training, European communication across the board will improve. Join the brainstorming and contribute to the future development of this innovative platform!

16.30-18.00 Equality in communication

Marianne Nilsson Hedvig Bergenheim Region Värmland,

Sweden

If we communicate in an inclusive way, it can really make a difference to the lives and choices of real people. Good communication can create change, at both individual and structural levels. Every reader, listener or receiver has the right to feel included and recognized. We want to start a conversation on this issue, sharing good practices and discovering the work of the region of Värmland, Sweden.

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21 October

9.15-10.30 Communicating EU policies and

projects through innovative social media channels

Boro Milovic Europolitan Trends

If you believe in the potential of new methods such as using social media influencers as ‘ambassadors’, innovative channels like Instagram and Periscope, or including user-generated content and contributions from the digital community to really make an impact, then join our discussion – we want to smash the usual ‘wall’ between institutional communication practices and online social engagement.

9.15-10.30 Ambassadors of tomorrow: The role of the city

embassy

Quirine Winkler Arjen Heus

City Embassies

The role of cities in our society is changing. City makers are those who actively engaged in the livability of their cities, using creativity and entrepreneurship to address a wide range of social and societal challenges. Actively involved during the Dutch Presidency of the EU and in the daily lives of their cities, this lab invites you to discover the concept of city embassies, how they foster citizen engagement and the key role that communication plays in this mission – and perhaps to become the city makers of the future!

10.45-12.00 Digital participation:

from user research to practical action

Anthony Zacharzewski

Sarah Drummond The Democratic Society & Snook

How can we use digital media to involve stakeholders and the public in decision-making? Governments across Europe are challenged by a perception of distance between government and the people it serves. The UK’s Government Digital Service commissioned The Democratic Society and Snook to undertake user research. We will discuss the impact of this work, set out some possible avenues for further ideas and inspire connections for action between a range of people and organisations. Better participation is not the only answer – but it is an essential part of the answer.

10.45-12.00 Citizen participation and the city budget – The final frontier?

Hanne Bastiaensen Antwerp City

What is the best way to involve citizens in the crucial local issue of the city budget? This lab will explore different channels for involvement and the promotion of a bottom-up approach.

You will debate the ins and outs of this new type of democracy and have the opportunity to exchange and cooperate with colleagues also concerned with citizen engagement in policy-making.

The ideas labs can also be spontaneous – feel free to come to Atrium 5 and continue your talks after attending the EuroPCom sessions.

Our lab facilitators Dimitri Lemaire and Edina Doci from Iventio are specialised in participatory and deliberative designs, methodologies and events.

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After the closing session, a networking lunch will be held in the Atrium on the 5th floor of the Jacques Delors building of the European Committee of the

Regions, courtesy of the European Economic and Social Committee.

Closing Session 19Friday 21 October, 12:30-13:15


The closing session at the end of the conference will harvest the results of the ideas labs, presented by the lab participants. These will be discussed with the audience and ideas labs facilitators. The debate will also aim to discuss how cooperation and sharing of ideas within the EuroPCom community can be promoted further.

Moderator Stephen Boucher

CEO of consoGlobe.com and policy designer at Inventio, Belgium

Stephen Boucher is currently CEO of consoGlobe.com in France. He was previously director of the EU climate policies programme at the European Climate Foundation (ECF). A graduate of the Harvard Kennedy School of Government and Sciences Po Paris, he was co-director of the think-tank Notre Europe / Jacques Delors Institute for four years before moving to the ECF. Before that, he advised a range of clients as public affairs consultant in London, Brussels and Paris. He was also European and international affairs advisor to the Deputy Prime Minister and Belgian Federal Minister for Mobility in Guy Verhofstadt’s government. He has published several books and studies in French and English.

EuroPCom 2016 closing remarks

By Markku Markkula

President of the European Committee of the Regions

Markku Markkula was elected President of the European Committee of the Regions in February 2015 for a two and a half year term of office. He is a member of the Board of Helsinki Regional Council and Chairman of Espoo City Planning Board. Since joining the CoR in 2010 he has held several influential positions including the first Vice-Chair of the CoR’s EPP Group. He was the CoR’s rapporteur for a number of digital, research and innovation subjects and is currently working on an opinion entitled “Bridging The Investment Gap: How To Tackle The Challenges”. Under his Presidency, the European Committee of the Regions is launching a series of debates in regions and cities, initiated by local political leaders, with the aim of listening to and speaking with citizens about what they want from Europe.

Stephen Boucher

Markku Markkula

#commitEuroPCom

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Organisation of the EuroPCom conference

The EuroPCom 2016 conference is an initiative of the European Committee of the Regions, co-organised with the European Parliament, the Council of the EU, the European Commission and the European Economic and Social Committee.

The conference is prepared by an Advisory Board, with representatives of the European institutions, regional authorities and professional communication associations.

Members of the 2016 Advisory Board: – Laurent Thieule, Ian Barber, Wolfgang Petzold, Saara Mattero, Marie-Pierre Jouglain, Boris Essender, Katie Owens, Amelie Cousin and Andrea Bodova, European Committee of the Regions

– Aleyda Hernandez and Bertrand Peltier, European Parliament – Ines Hempel, Miriam Vančová and Vincenzo Le Voci, Council of the EU – Elena Višnar Malinovská, Slovak Presidency of the Council of the EU 2016 – Sixtine Bouygues, Tom De Smedt, Ana-Paula Laissy, Béla Dajka, Anthony Lockett and Peter Fischer, European Commission

– Peter Lindvald-Nielsen and Anna Comi, European Economic and Social Committee

– Philippe Caroyez, Club of Venice – Dominic Lyle, European Association of Communication Agencies (EACA) – Florence Ranson, European Association of Communication Directors (EACD) – Luciano Morganti, European Communication Research and Education Association (ECREA)

– Patrick Vandenberghe, Flemish Government; David Dannevoye, Walloon Government; and Dominique Megard, Cap-Com, on behalf of the Europcom Association

For any further information or feedback, please contact the EuroPCom conference team: [email protected]

EuroPCom 2016 evaluation

We hope to see you again at the 8th EuroPCom conference! Please check our website for updates and news, and follow us on Twitter and LinkedIn.

In the meantime, we would welcome your feedback on the 2016 edition of the conference. Please fill in the online survey at www.cor.europa.eu/europcom. Your input is most appreciated and will help us to plan and develop our future events.

39Programme

European Public Communication Award

The EuroPCom opening session in the European Parliament will also include the presentation of the 4th annual European Public Communication Award. This will be awarded to a public authority from an EU member state or candidate country in recognition of outstanding achievement in respect of a particular EU-related communication campaign or strategy. A panel of EU communication experts chose the most dynamic and effective campaign from a field of 17 impressive candidates.

Candidates for the European Public Communication Award 2016• EuropaClubs.at (Austria)• Rebranding European Territorial Cooperation (Denmark)• Garanzia Giovani (Italy)• What is Flanders’ Vision on the Future of the European Union? (Belgium)• L’Europe s’investit dans votre quotidien. (France)• Information and Promotion Campaign of Regional Operational Programme of the Lodzkie Region 2014-2020

(Poland)• Candidatura Agenzia Tutela Della Salute della Brianza (Italy)• European Social Sound (Italy)• Interreg Central Europe – Taking Cooperation Forward: Programme Brand Extension to Projects (Austria)• Europe Day with Tâmega and Sousa Schools (Portugal)• Land Salzburg Engaging with Citizens for Europe (Austria)• European Funds Open Days 2016 (Poland)• Le Projet de Kit de Communication En Ligne de la Région Bretagne (France)• With a Video, Is It Clear What I Am Doing? (Italy)• Lost in Sardinia (Italy)• Mobile Information Centre about the Regional Operational Programme of the Lodzkie Region 2014-2020

(Poland)• Successful Together (Bulgaria)

Award 2017

EuroPCom remains committed to showcasing the best practices in public communication and promoting professional EU communication strategies at all levels of governance. As such, the 5th European Public Communication Award will be presented at EuroPCom 2017 to a public administration at national, regional or local level which has developed an outstanding communication campaign relating to the EU. The entries will be evaluated by an expert panel on their creativity, impact and complementarity with the EU’s communication priorities.

Further information on format and relevant dates will be communicated on www.cor.europa.eu/europcom

October 2016Edited by the European Committee of the RegionsDirectorate for Communication

Programme updates and information:

http://cor.europa.eu/europcom [email protected] UNION


– on Thursday, from 13:30-14:45 at the Jacques Delors Building

– on Friday, from 13:15-14:30 at the Jacques Delors Building (courtesy of the European Economic and Social Committee)

– and a networking reception on Thursday from 18:00-19:30 at the Jacques Delors Building

EuroPCom offers you a unique opportunity to network with peers from all over Europe.

Join us at the conference lunches

Meetyour colleagues!

EuroPCom2016

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