Communicating the EU accession process Angela Filote Head of EC Representation in Romania

Priorities/focus & budget (1) Increase knowledge on accession process and its implications, especially amongst target-groups (2) Increase general understanding of the EU, its policies and programmes Budget went from 850,000 euro (2001) to 3,000,000 (2005).

Communication essentials Vision Romanians would be, upon accession, European citizens committed to EU values Mission To inform and communicate on these values Slogan Don't wait for accession to get informed on the EU!

Communication essentials (cont’d) Degree of involvement envisaged: communication mix awareness information communication knowledge participation involvement commitment ownership personal involvement Children, passive rural pop. Teachers, school inspectors, youth Youth, active rural pop., media

Communication essentials (cont’d) Principles: -flexibility -transparency -political neutrality -Efficiency -accountability Resources -people: 8 (staff) + apr. 40 (contractors) -funds: 2 MEUR (DICP) + 1 MEUR (Europa fund)

Strategic objectives (1) To improve people's degree of information about key EU accession issues, through: -stimulation of public debate about EU values -bringing information closer to people’s homes -adapting information according to target groups’ needs -increased transparency in the use of EU funds -improved understanding of EC Delegation mandate and, when nearing accession (2) Ensure continuation of communication activities beyond accession: -development of communication capacity for “potential” heirs -improving the ability of interest groups to manage European information

Tools (1) Information Centre -set up in 1999, as main interface with the public & main model for other similar outlets (2) Websites -Infoeuropa portal + dedicated sites ( (3) Information multipliers network -started in 2001, 110 -> apr. 1,000 multipliers

Tools (cont’d) (4) Publications -regular (brochures, sector fiches, newsletter) & specific (leaflets) (5) Media relations -press releases & conferences, trainings for local media, monitoring (6) Special campaigns and events for target groups -children (class Euro4, Little Stars for Europe, Discover Europe) -youth (15-25 workshops) -rural (newspaper, TV show, “European village” contest) (7) Trainers and speakers -Train Europe – apr. 50 multipliers -Team Europe – 45 experts

Success stories Information Centre Features: -high value for money, personalised approach, availability for public -interface with public & visitors centre -support for networking activities Target groups: general public (academics, business milieu, consultants, professionals), media Figures / year: over 10,000 visitors, 2,500 phone calls, 1,400 s, 6,000 kgs of materials mailed etc.

Success stories (cont’d) Main website (Infoeuropa) Features -main reference point on EU information -managed by the Information Centre -content update, monthly chats, priorimail Target groups: general public, multipliers network, media, institutions/individuals Figures: over 22,000 pages, both in Romanian & English

Success stories (cont’d) Multipliers network Tools developed: -Website + greenline -regional conventions of multipliers -trainings at the Information Centre -regional visits programme for Head of Delegation -involvement in special campaigns Figures: from 110 (in 2001) to around 1,000 (upon accession)

Counterparts General: Romanian Government Integration offices in prefectures, county councils, townhalls Regional Development Agencies National Association of Citizens Advice Bureaus + tailored / activity (such as the Romanian Cultural Institute for the Film Festival)

Lessons learned (1) Synergy and coherence between tools (2) Multi-annual approach (3) Involvement of counterparts including through capacity building (4) Importance of exit strategy

Thank you!