Rosemary Martin de Sousa, Head of Communication EACD Regional Debate, 24 October 2013
EMCDDA communication strategy
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EMCDDA: the EU drugs agency — Who we are
• A decentralised EU agency
• Formally established in 1993
• Based in Lisbon, Portugal (operating since 1995)
• The hub of drug-related information in the EU (Reitox network)
• Our mission: to provide factual, objective, reliable and
comparable information on drug use and its consequences
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Our communication strategy
• Communication is a core EMCDDA activity • Supports our role as public information agency
Rapidly-changing communication landscape Audiences with new information-seeking behaviours Need to deliver an ever-expanding set of communication channels and tools
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Communication goals
Our communication strategy is designed to help the agency: • provide independent information to the EU and its Member
States so that they can make informed decisions • enhance the reputation of the EMCDDA as authoritative
source on drugs • provide a platform for the exchange of expertise and
knowledge • raise awareness on the European drugs problem
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Integrated communication
Communication not an isolated function at project-end but an integral part of the agency’s daily scientific and technical activity
• Responsibility of all staff • Better use of multidisciplinary expertise • Early collaboration on content and format • Increased dialogue with stakeholders and target groups
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Relevance I Quality I Efficiency I Transparency I Consistency
Core values
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Who we are talking to
To deliver a high-quality information service on drugs, we must develop user-focused products tailored to the needs of stakeholders and target groups
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Channels and tools
• Website • Publications • Scientific publishing • Media relations • Social media • Audiovisual • Events
Communication channels and tools used to engage with our key stakeholders and target groups
• Multipliers/networks • Information and visit requests • Marketing and promotions
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Multilingual approach
• Speak to EU citizens in their own language • Streamline multilingual content: needs-based translation • Focus on quality and consistency: glossary • Use focal points as national communicators
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Focus on online and interactive content
• Establish emcdda.europa.eu as central information hub • Prioritise content development for the website • Improve content management and quality control • Develop interactive features and data visualisations • Channel more resources towards web development
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Interactive products
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Integrated product
• European Drug Report 2013 • Reshaped information package • More timely, interactive and interlinked
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