Ludolf van Hasselt
European Commission, DG Communication
Moderator
Andy Klom
Head of European Commission
Representation in the Netherlands
Telling the Story:
Explaining Europe on the cutting
edge of communication
in Wales and the Netherlands.
Andy KLOM
Head of the European Commission
Representation in the Netherlands
Brussels, 10 December 2013
1) EC Representations
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- Representation: Voice of Europe.
- Representation: Eyes & Ears of Europe.
- 4 P’s: Political/Press/Public Diplomacy/Protocol.
- European Commissioner visits to NL.
- Like an embassy, but then for EC in MS.
- EC has 37 REPS within 28 EU members, 28
national & 9 regional REPS: EU-wide network.
2) Communicating the EU narrative
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- Shared responsibility EC/EP/Ccl-MS
- Partnerships: ECREPs/EPIOs, with MS
- EC networks: REPs, EDICs, EDCs, EEN, TeamE
- Concentric circles stakeholders, beneficiaries of
EU programmes:
• - Managing authorities (MAs)
• - Regional & local govt
• - Universities & colleges
3) Welsh experience
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Eurosceptic/populist political landscape
Lack of knowledge of basic EU concepts
No EU comms activities by UK Govt locally
No ownership of EU concept, only local projects
WAG positive EU comms approach (funding)
Limited coordination with fund MA (WAG-linked)
No EDIC network (2 potential partners)
4) REP activities in Wales 2005-12
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- Work with WAG towards "EU beyond funding"
- Work with NAW on ownership/mainstreaming
- Create EDIC network (max. 6 centres/3 M pop)
- Extensive REP coordination with fund MA: team
meetings, press, visits, mgt ctees, annual events,
projects
• - Invest in P2P visits locally (Govt, Uni, business)
• - Mobilize Reg & Local Govt into publicity (P2P)
5) Results
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- WAG/NAW publically engaged in EU
- Stronger EU branding of local projects
- Network of EDICs locally supported
- Linkage stakeholders to EU networks
BUT ALSO:
- Growth of eurosceptic opinion (press, politics)
- UK debate on referendum also in Wales
- Continued limited knowledge
6) A Dutch experience 2012-14
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- Limited EU comms in NL, only press & politics
- No EU comms strategy by NL Govt
- Eurosceptic/populist political landscape, passive
- Limited EDIC network (8 centres, passive)
- Limited coordination with fund MA's (it's our
money being recycled)
• - Only "EuropaOmDeHoek" site, funded by REP,
with annual visitors day in May
7) REP activities in NL 2012-14
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Expand EDIC network to 14 centres (17 M pop)
Re-animate EDICs into active centres (be there)
Invest in P2P visits locally (Govt, Uni, EDICs)
Challenge NL Govt funding MA's (still TBC)
Mobilize Reg & Local Govt into publicity (P2P)
REP organizing public events all around NL
Maintain "EuropaOmDeHoek" site w/ EU funds
Close down non-functional networks
8) Results
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- Greater EU presence & visibility
- No change in NL Govt approach
- Positive collaboration Reg & Local Govt
- Reaching out beyond metropolitan areas
- Stir up different perspectives (cross-border)
- Great investment of funds, travel and HR
- Focus on narrative & on self-interest: "What's in
it for me?"
9) Tentative conclusions
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Nat Govt approach key to success: ownership
EU networks and nat. networks: open/closed
Big narrative, small narrative: link the story
Invest in P2P: travel, network, visit
Being there, being seen, being heard
Go to the coal surface/cutting edge
Don't be afraid: citizens won't bite!
* More information?
• 1) “Europe Direct” phoneline 0800 7 8 9 10 11 (EU-wide).
• 2) 14 “Europe Direct” information centres in NL.
• 3) Various European Documentation Centres for academics,
and Enterprise Europe Network centres for business.
• 4) EC Representation in The Hague:
www.ec.europa.eu/nederland
• 5) Europe House in The Hague:
http://huisvaneuropa.adagio4.eu/view/nl/home.html
• 6) EU’s general website “Europa”: www.ec.europa.eu
• 7) Facebook: EU in NL, Twitter: EUinNL, AndyKlomEU
Brussels, 9-10 December
Peter Toth
European Network for Rural
Development (ENRD) Contact point
ENRD – the story of a rural
development policy
network.
Peter Toth
ENRD Contact Point
Communication – numbers and
statistics
“Everything that can be
counted
does
not
necessarily
count;
everything that counts
cannot necessarily be
counted”
11253
Albert Einstein
967000
314
Communicating
Rural Development
in the frame of
ENRD
299
122000
Brussels, 9-10 December
RD communication – looking behind
the numbers
967000
stakeholders
involved in
3949
meetings
7 types of
publications ,
6 languages,
28 EU MS
11253 good
practice
examples
ENRD AND NRN
websites
299 events
related to
cooperation
with 6809
participants
49 thematic
initiatives ,
314 meetings
and 16876
stakeholders
2936 training
activities,
122000
people
Brussels, 9-10 December
ENRD and NRNs - the vehicles of RD
communication
Brussels, 9-10 December
ENRD and NRNs – the vehicles of
RD communication
•
MANDATE
Based on EAFRD regulation (Council
Regulation (EC) n°1698/2005 Article 68
•
for the 2007-2013 period)
• collect, analyse and disseminate information on
Policy networks
with top-down
and bottom-up
features
Community
rural development
measures;
•
•
• collect,
andcommitted
consolidate
Community
level and
Around 500
million disseminate
euro has been
toat
supporting
national
good rural development practice;
European networking during the 2007-2013 period
• provide information on developments in the Community’s
Aim to engage actors and stakeholders in the formulation and
rural areas and in third countries;
implementation
of a meetings
policy in aand
given
sector at Community level for
• organise
seminars
•
those actively
involved
in rural
Tools of governance
that aim
to extend
thedevelopment;
reach and influence of public
•
• set up
networks
and transnational
administrations
asand
wellrun
as expert
encourage
bottom-up
participation
cooperation initiatives.
Aim to build common understanding and common ownership of common
policies
Brussels, 9-10 December
Networks that can tell stories…
… ABOUT
NETWORKING
AND REAL
INVOLVEMENT OF
RURAL
DEVELOPMENT
STAKEHOLDERS


Brussels, 9-10 December
Focus – What is the story?
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Stories of networking and networks
Successful RD projects
Exchange of experience
Thematic initiatives and focus groups
Trainings and events
Committee meetings
and much more…
Brussels, 9-10 December
Focus – How do we tell the story?
Brussels, 9-10 December
Lessons that we learnt…
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Balance top-down and bottom-up,
Do not forget who your target groups are,
Create ownership for themes you introduce,
Consider dissemination when planning your communication,
Acknowledge that the strength of your network and
communications activities is in your stakeholders,
Think about synergies,
Have an intervention logic,
Have a plan,
Build on existing experience,
Follow-up on your activities.
Based on the ENRD self-evaluation results
Brussels, 9-10 December
Lesson that we learnt …
 Develop `relevance and usefulness` indicators
 Self-assessment is essential
 Unexpected results may emerge – be prepared and
flexible
 Quantitative indicators often do not reflect the
nature of networks and communication
 Build on lessons learnt
Based on the ENRD self-evaluation results
Brussels, 9-10 December
The NRN action plans for 20142020
Based on Article 55 of the new EAFRD regulation
(Proposal for a
REGULATION OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL
on support for rural development by the European Agricultural Fund for Rural
Development (EAFRD)
Brussels, 9-10 December
Can we tell the whole story?
Applepress,Narracott
LAG: LEADER 4 Torridge and
North Devon
Monastery in Valle Umbra
(LAG Valle Umbra e Sibillini)
Beating on the water
LAG: Kyjovské Slovácko in
motion
Brussels, 9-10 December
Thank you for your kind
attention.
For more information, please visit:
www.enrd.eu
Brussels, 9-10 December
Brussels, 9-10 December