Brussels advocacy forCandidate Countries

A short introduction to applied Public Affairs services

George Ellis Ruano, Director

www.gellis.com

The message

• Ensure very strong messaging aligned to what EU audiences want to hear (e.g. Copenhagen Criteria)

• Address and counter prevailing misconceptions/fears

• Acknowledge EU’s concerns, explain how change will come about

• Avoid platitudes – highlight positive distinctions

www.gellis.eu

● General considerations (2/8)

The Tactics

• Shift debate away from ‘blocking issues’

• Capture positive momentum of EU ambitions

• Build on endorsers & multipliers

• Train involved policy officers / politicians

• Internal communications (ministry officials)

• Work closely with local diplomatic staff

www.gellis.eu

● General considerations (3/8)

Client: Government of the Republic of Slovenia

Issue: Enhancing Slovenia’s image ahead of EU & NATO membership negotiations

Approach:

• Enhance the visibility of Slovenia within the EU, accentuating its progress towards achievement of the Copenhagen criteria for EU accession and advocating its credentials as a NATO member

• Ensure continuous monitoring and rapid response to policy developments, providing assistance in breaking and managing stories

• Ensure media support for official visits by members of the Slovenian government to Brussels; organised numerous press trips to Slovenia

• Act as spokesperson at key EU events

• Provide editorial outreach (quarterly newsletter)

www.gellis.eu

● Gellis case study 1 (4/8)

Client: Government of the Republic of Slovenia

Issue: Enhancing Slovenia’s image ahead of EU & NATO membership negotiations

Results:

• Moved from a non-image to a positive image of Slovenia among key EU audiences and multipliers

• Supported Slovenia’s EU & NATO membership bids

• Blocking issues defused

• Significant positive media coverage

• High visibility at EU events (Councils, ministerial visits, Think Tanks)

• Positive feedback from newsletter readers (press, PermReps, etc.)

www.gellis.eu

● Gellis case study 1 (5/8)

Client: Government of the Republic of Serbia

Issue: Re-start of formal EU integration procedureEU membership being ultimate, long-term goal

Approach:

• Establish Brussels Press office

• Align Messaging Architecture to Copenhagen criteria

• Organise stakeholder outreach

• Monitor / communicate relevant EU institutional activities

• Support official visits & organise press trip to Serbia

• Streamline internal communications – ministry officials in charge of EU integration

• Produce quarterly newsletter Serbia InSight

www.gellis.eu

● Gellis case study 2 (6/8)

Client: Government of the Republic of Serbia

Issue: Re-start of formal EU integration procedureEU membership being ultimate, long-term goal

Results:

• European Commission re-launched Feasibility Study into opening negotiations for Serbia-Montenegro SAA

• Attention of media and political players shifted away from blocking issues (State-Union, ICTY, Kosovo) to concrete achievements of Serbia in terms of EU integration

• Heavyweight allies signed up to endorse Serbian position

www.gellis.eu

● Gellis case study 2 (7/8)

George Ellis Ruano

george.ellis@gellis.com

+32 (0)2 650 00 10

www.gellis.com

www.gellis.eu

● Last slide! (8/8)

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