Connecting regions and cities for a stronger Europe Communication Plan of the European Committee of the Regions for the year 2016 This document was adopted by the Bureau of the European Committee of the Regions on 2 December 2015. Versions of it in the other 23 official languages of the European Union can be found here (see "Point 9"). /
1. Context In its Communication Strategy for 2015-2020, the European Committee of the Regions (CoR) highlighted the need to reconnect Europe with its citizens through focused, two-way communication between the local and regional level and the EU institutions, and through enhanced cooperation with the European Commission, the European Parliament and the Council. The two main target audiences of the CoR communication are Europe's regional and local authorities, and the decision makers in the EU institutions. The objective of the communication is to support through an inclusive and strategic approach the political work of the CoR as an integrated component of the entire policy-steering process and to strengthen the CoR's role in defending territorial cohesion and citizens' involvement in the EU. Through its communication the CoR gives voice to the needs and concerns of regions and cities, uses this input to feed into legislative work and develops strong political messages towards the European Parliament, the Council of the EU and the European Commission. The strategy recognises that CoR members play a key role in communicating "Europe" through their political activities and aims at developing a two-fold "network of networks": Firstly, to integrate and enhance accessibility to existing communication means and tools through better coordination at the level of the EU institutions. Secondly, to achieve this by means of a new interface for CoR members and by involving them in local networks and communication activities of the European Parliament's Information Offices, the European Commission's Representations, and the Europe Direct Information Centres in the Member States as well as regional and local authorities and their associations. The five-year strategy will be implemented through annual Communication Plans, which set out a limited number of thematic priorities, reflecting the CoR s political priorities, the thematic priorities of its commissions and the communication activities of the Political Groups in the CoR, as well as those set out as part of the CoR s cooperation with other EU institutions, i.e. the European Parliament and the European Commission. 2. Communication on the CoR Political Priorities 2015-2020 The CoR communication activities will reflect the five CoR Political Priorities 2015-2020, as adopted in June 2015: 1) A fresh start for the European economy; 2) The territorial dimension of EU legislation matters; 3) A simpler, more connected Europe; 4) Stability and cooperation within and outside the European Union; 5) A Europe of citizens is the Europe of the future. The Communication Directorate will provide adequate coverage on the legislative work and institutional activities in those five priority areas and will ensure availability of key information on opinions and institutional initiatives, by using the most appropriate communication tools in an integrated way. The right media mix will be defined by making use of CoR press services, audiovisual media, events, the website, social media and publications, and taking into account newsworthiness, the political and institutional relevance, as well as the potential target audiences. Alongside this basic commitment to fulfil institutional communication duties, a limited number of wider communication campaigns will be implemented to achieve clear political and communication goals through a coordinated approach These campaigns will cover the CoR's 2016 thematic priorities. 1
3. Focused communication campaigns While relevant CoR member activity will also be covered, resources will be concentrated on a limited number of political themes, which are expected to be of particular importance in 2016. The themes are mentioned in the wider list of subtopics in the CoR Political Priorities, are linked to the European Commission s 2016 Work Programme and are deemed areas with potential for media coverage and for relevant bottom-up consultative input. In particular, CoR members will be supported to be more actively involved in communication activities in the Member States for which a closer cooperation and partnership with the other European Union institutions will be sought for. The communication campaigns will be developed by dedicated inter-service campaign teams. For 2016, the following topical campaigns are proposed: 3.1 Boosting jobs, growth and investment in Europe's regions and cities The rationale underlying this campaign is the need for focused private and public investment to boost jobs and growth and to promote economic, social and environmental sustainability for all regions and cities in the EU. Enhanced transport connections and digital and energy networks, as well as sharing experience and good practice, can contribute to the competitiveness of cities and regions and therefore of the EU as a whole. Communication activities will make use of CoR opinions, studies, seminars, conferences, and publications and related messages and activities will culminate on the occasion of the 7 th European Summit of Regions and Cities in Bratislava on 8/9 July 2015. 3.2 Highlighting the territorial dimension of the EU budget in the context of its midterm review One of the most important messages of the CoR to other EU institutions is that the territorial dimension of the EU budget matters. The European Commission will deliver the mid-term review of the current Multi-annual Financial Framework by the end of 2016. In this context, CoR communication activities will support the CoR's political and legislative work and highlight the need to involve regional and local authorities when EU funds are spent for local projects. Most likely, communication activities in this respect will peak in the second half of 2016. 3.3 Supporting global stability through regional and local cooperation Recent debates including on the refugee crisis have proven once more that in an interconnected world Europe has to find common solutions for common challenges. Regions and cities can help tackle these challenges in the fields of migration, climate change, trade policy (TTIP), enlargement and neighbourhood policies, and the CoR will continue developing its legislative work on these topics. Moreover, the CoR will deepen its cooperation with regional and local representatives in the EU s southern and eastern neighbourhood countries through its ARLEM and CORLEAP assemblies and develop its globally oriented activities together with regional and local authorities and their representative bodies, networks and associations, e.g. with the EU s Covenant of Mayors, the Council of Europe s Congress, the United Nations (UNDP, UN-HABITAT, UNEP), etc. In 2016, communication activities at both EU and local level will help raise awareness of these issues among stakeholders and the public, and foster exchange of good practice. For each of these focused campaigns, a set of communication tools will be developed such as: Information packs for CoR members in all EU-languages comprising factsheets, presentations, infographics and video clips on the three thematic campaigns. This info 2
pack is designed and disseminated in cooperation with national delegations to support members in their local political work and to inform the public and stakeholders. They will entail press texts (using the storytelling techniques), social media shareables and audiovisual material; Media activities (press relations, audiovisual storytelling for different target groups, media partnerships); Social media strategies; Key events (CoR conferences, the 7 th Summit of Regions and Cities, etc.). A detailed overview of activities proposed for the general priorities, as well as for the thematic campaigns, is given in Appendix I. The planning of thematic campaigns will be done using the following milestones: Narrative to the regional and local authorities; Narrative to the EU institutions; Timing 2016; Main communication activities. 4. Innovation in CoR communication services and activities 2016 In this chapter, a brief description is given of the general CoR communication activities and services that are available to CoR members and administration. The description focuses on the new services and approaches to be implemented in 2016. For each communication activity, a mix of most the appropriate communication tools will be assessed in an integrated way. If needed, communication will also address unforeseen newsworthy topics that have an impact on the EU agenda and on the local and regional authorities. Press and media relations Staff levels in the press department have been increased in 2015 and will cover all activities of the CoR commissions as well as the main national media markets (UK, FR, IT, ES, PL, DE, AT, BE, EU press). From 2016, reinforced forward planning through a new media planner will include feeds from all services and the political groups (press releases, press conferences, press trips, media kits, etc.). The media planner will be closely and proactively linked with the political and legislative agendas of the EU institutions. Media partnerships with one European and national news agencies and public broadcasters will be evaluated and further developed, including regional TV (CIRCOM) and radio networks. CoR rapporteurs will remain among the key customers of the service, which will diversify and expand coverage of the different phases involved in producing and adopting opinions. In addition, the press team will seek to identify CoR speakers who can be called upon for communication activities related to the most relevant institutional priorities. Stronger synergies with institutional partners such as the European Parliament and the EIB have created significant joint communication opportunities in 2015 and these will be further developed in 2016. Moreover, the CoR will hold a number of seminars for regional media representatives in cooperation with the European Parliament, the Council and the European Commission. The CoR's audiovisual channels will be further used to support bottom-up storytelling, giving voice to members and other local and regional stakeholders on the different priority themes. 3
Events In 2016, the four key CoR events the conference on the urban agenda in May in Amsterdam, the CoR summit in Bratislava in July, the OPEN DAYS and EuroPCom in October in Brussels, plus the three other thematic CoR conferences, which will be held back-to-back with the CoR Plenary sessions in April, June and December - will guarantee a full events agenda and necessitate a significant level of in-house and external coordination. Finally, the communication potential of external meetings of CoR Commissions will be better exploited. The events unit will continue to host some 80 non-statutory events and welcome 600 visitors groups to CoR premises. Most activities are carried out in close cooperation with CoR members, other EU institutions - notably the European Commission and more especially with the communication services in charge of communicating with the public (Citizens' Dialogues and Europe Direct Information Centres) - as well as with regional and local authorities and associations. In so doing, the department will further develop the interactivity of events and their online outreach. In 2016, a new decision on local events will be implemented following a pilot phase in 2014/15 for which enhanced involvement of CoR members and local institutions will be sought. Online communication, social media and publications A digital and social media strategy will be developed and implemented in 2016 with the aim of fostering two-way communication through selected activities, creating and managing a community on an adequate social media platform, and increasing the visibility of the CoR website. Development of the digital and social media strategy will include a code of conduct and guidelines for staff contributing to CoR social media accounts. A social media communication plan will also be developed and detailed throughout the year. The main social platforms used will be Twitter, LinkedIn and Facebook networks, as well as the CoR "video" connection sites (YouTube and FlickR). Social media activities will mainly be focused on CoR opinions, meetings and events. Partnerships will be further developed with the European Commission and the European Parliament for the promotion of CoR activities. A budget will be allocated to sponsored posts on LinkedIn and to promoted tweets. In addition to implementation of the communication plan for the website, daily maintenance and updates, several major projects will be carried out on the CoR website in 2016 including, among others, a shift to a responsive design website, deployment of a tool for importing translations, and a reorganisation of the events section in order to facilitate the retrieval of content. A promotion plan for the CoR website will be conducted to capture new visitors and foster conversion and loyalty. It will be based on a new positioning of the enewsletter following-up on a user survey, which is being conducted and which will be detailed in the digital and social media strategy, social media activities, acquisition and visibility campaigns via search engine optimisation and search engine advertising, with a budget for sponsored Google links (Adwords, etc.), and the revamp of some sections of the site. In parallel, the CoR website will be redesigned based on the digital and social media strategy, due to the obsolescence of SharePoint 2010 and the development of the mobilebased website approach. The website's language policy will also be assessed in this context. Regarding the dissemination database, the existing tool will be phased out in 2016 and replaced by a new one. Following the decision regarding a new CoR logo, a graphical chart will be prepared and implemented. The CoR's new visual identity will be implemented gradually on existing 4
products throughout 2016. In order to harmonise CoR communications and increase its impact, a catalogue of products with a strong digital focus will be developed for the commissions (i.e. brochures, leaflet or flyer, roll-up, Powerpoint presentations, etc.), which they can use as a means of presenting themselves and to cover their consultative work/meetings/events. In early 2016, a new strategy for digital and printed publications will be developed. Priority will be given to issuing new products that enhance synergies between web and paper products. Surveys on key publications will be conducted in partnership with the Publications Office and the results will be used to help meet the objectives of increased digitisation and optimum usage of print-on-demand. In early 2016, a web-based animation tool will be developed, based on the brochure "The Political Priorities of the European Committee of the Regions 2015-2020", to be used across the various existing digital platforms and for visitor presentations. CoR's main print publication, the newsletter "Regions and Cities" will be evaluated in February as regards its format and editorial line. 5. Evaluation and impact assessment Progress in implementing this communication plan will be constantly monitored at three levels by the CoR Directorate for Communication, in close cooperation with the CoR Group of Communicators set up in September 2015: the delivery of the communication products and services mentioned in the previous chapters (in relation to the targets mentioned); the efficiency of the products and services; the overall impact of the communication activities on the perception of the CoR among the main target audiences. The results of this monitoring process will be presented in the 2016 Annual Communication Report, which will be presented to the Bureau in the first semester of 2017. A set of operational output indicators has been developed for the different tools and channels, for measuring their efficiency. The list of indicators is set out in Appendix II. The impact will be assessed on the basis of perception surveys to measure the evaluation of users against precise baselines defined below. In January/February 2016, the Directorate for Communication will carry out an evaluation centred on focus groups, to serve as a baseline for assessing the impact of the 2015 communication plan (15 structured qualitative interviews with internal and external stakeholders as well as CoR members and an online survey with a target of a minimum of 200 responses). A similar evaluation procedure will be repeated in early 2017 to measure the impact of the communication activities among the main target audiences. The results will be also related to the analysis conducted during the first semester of 2015 as part of the process of drafting the 2015-2020 strategy. Moreover, the evaluations of specific communication activities such as info packs, press/media activities, events, web and online tools will be carried out with the relevant target groups (CoR members, journalists, participants, website users). In the interviews (drawing on a sample made up of CoR members, EU institutional partners and regional/local stakeholders) we will gauge the reception of the communication activities (awareness, involvement, evaluation), and in particular of the three thematic campaigns. In the online survey, regional and local stakeholders (including the members) will be asked whether 5
they have seen/heard about the communication activities on the three thematic campaigns (target: 50%, no zero measurement available); they consider that the CoR as a body influences the EU policy process from a local/regional perspective (target: average score of 3.5 on a scale of 5; zero measurement 2015: 3.15); they find the communication services and tools provided by the CoR useful. The online survey will also include some questions on the narrative, format and tools used in CoR communications. 6. Resources and budget The 2016 Communication Plan will be delivered with resources similar to those available in previous years. The CoR Communication Directorate currently has a staff of 51 people. Communication activities are coordinated with other departments and the Political Group secretariats. The annual operational budget remains at EUR 1.9 million. A detailed breakdown of the budget, split per budget heading and activity area, will be presented to the CFAA in the beginning of 2016. 6
Appendix I - Overview of 2016 Specific communication activities Press and media Develop and distribute info packs for CoR members; Disseminate to Brussels and local press and media a series of local EU stories developed with CoR rapporteurs and the Secretariats of the Political Groups related to the preparation and adoption of a selected number of CoR opinions and events, as well as information gathered from regional and local authorities, for example on projects receiving EU funding, cross-border cooperation and good practice in public administration; Develop and implement focused press and media activities on the three thematic campaigns in cooperation with the European Parliament, the Council of the EU and the European Commission, and in cooperation with media partners in the ARLEM and CORLEAP countries for specific communication on global cooperation; Further develop the existing approach to media partnerships with national news agencies and explore the possibilities of developing new partnerships with national and European TV and radio networks; Feature the three thematic campaigns in one or several issues of the CoR magazine Regions and Cities of Europe (first half of 2016). Events Organise the 4 th annual CoR Conference on Finance and Investment back-to-back with the CoR plenary session in May 2016 in Brussels, together with the European Investment Bank (EIB) and the Organisation for Economic Cooperation and Development (OECD); Organise a high-level conference on the EU urban agenda on 30 and 31 May 2016 in Amsterdam back-to-back with an external meeting of the CoR Bureau and an external seminar of the COTER commission, and as part of the Dutch Presidency of the Council of the EU and in cooperation with the Dutch Delegation at the CoR and the Dutch Association of Communities (VNG); Organise the 7 th European Summit of Regions and Cities under the headline Connecting Europe s regions and cities: people, places and resources on 8-9 July 2016 in Bratislava, together with the Self-Governing Region of Bratislava and the City of Bratislava, and as part of the Slovak Presidency of the Council of the EU; Organise the 14 th European Week of Regions and Cities-OPEN DAYS between 10 and 13 October 2016 in Brussels, together with the European Commission s DG REGIO and 180+ EU regions and cities, on a theme linked to EU cohesion policy, combined with 180+ local events in the Member States and in cooperation with local authorities, Europe Direct Information Centres (EDIC) and others; Organise the 7 th European Conference on Public Communication (EuroPCom) on the theme of Connecting European debates (tbc) in October 2016, in cooperation with the European Commission, the European Parliament, the Council of the EU, the Slovak Presidency of the Council of the EU, and the European Economic and Social Committee; Organise three conferences on CoR premises on selected thematic priorities backto-back with the CoR plenary sessions and in cooperation with relevant European Commission DGs and other stakeholders; Make use of existing and new communication activities of local and regional authorities and their associations, Europe Direct Information Centres (EDICs), European Commission Representations in the Member States and European Parliament Information Offices (EPIO), and suggest that CoR members take part in at least 20 local events in the form of citizens' or stakeholders' dialogues throughout the year on this thematic priority. 7
Online, social media and publications Create a "top story" website on the three thematic campaigns based on a web documentary model; Present an evaluation of the CoR s 2015 online course (MOOC) on Regions, EU institutions and policy-making and prepare, ideally in cooperation with the European Commission, the European Parliament and other institutions, its second edition for October 2016 as a contribution to building the capacities of regional and local authorities; Devote specific issues in the CoR enewsletter to the three thematic campaigns, which will be promoted via the European Parliament and the European Commission websites; Develop and implement a specific social media strategy and communication plan for the three thematic campaigns. Main social platforms to be used will be Twitter, LinkedIn and Facebook networks, as well as the CoR "video" connection sites (YouTube and FlickR). Social media activities will be focused on occasions such as the adoption of CoR opinions and events held in cooperation with the European Commission and the European Parliament. Partnerships will be set up with relevant social media actors on the thematic priorities for the promotion of CoR activities. A budget will be allocated to sponsored posts on LinkedIn and to promoted tweets; Develop a series of eight infographics on the three thematic campaigns (first half of 2016); Develop a limited number of graphical elements on the three thematic campaigns and highlight the communication priority across different CoR publications (CoR magazine, brochures, factsheets); Develop a specific print/online publication such as an e-book on this thematic priority. 8
Appendix II - Output indicators Press and media relations Target: 70% of CoR opinions covered by either EU affairs, national and regional media (current percentage: unknown); Target: CoR video clips to generate 100 clicks on average. Events Target: 50% of the conferences hosted to be linked to the two thematic priorities (no reference from previous years); Target: 20% of the OPEN DAYS workshops and local events to be linked to the three thematic priorities (no reference from previous years); Target: CoR events at Brussels and at local level to host a minimum of 50% participants from regional and local authorities or representatives of regional offices (no reference from previous years). Online and social media targets CoR to have 20% more followers on Twitter (current followers: 15,297), 15% on Facebook (current likes: 5,272) and 10% on LinkedIn (current: 3,348); CoR website to have a 5% increase in the number of one-off yearly visitors (current: 301 000) and 4% increase in yearly visits (current number: 484 000); Thematic priority websites to have 1 500 visits per month; Target: MOOC 2016 to have 10 000 registered participants (current figure: 7 300); Meta-data will be produced on the CoR website to help visitors retrieve content related to the thematic priority (highlights, opinions, videos, brochures etc.; A tool to monitor the influence of the CoR on social media will be chosen and put in place. It will be defined on the upcoming digital and social strategy. Publications targets 70% or more of publications to remain closely connected to 2016 campaign priorities (via bi-annual publication planning); 100% of the CoR main publications to be published online, as well as on the CoR website, by at least one other EU body/ network/ stakeholders (EU bookshop, EU agencies, EU associations and networks) through online distribution coordination; Paper printing of publications to decrease by 10%; Digital distribution of publications to increase by 10%; Print on demand to be applied to all in-house production to avoid unnecessary stock; 70% of commission communication products to be streamlined. 9
Appendix III Structure, tasks and staff of the Communications Directorate The Communications Directorate (D) manages the CoR's various communication tools such as media relations, conferences and events, digital communication including web-based communication and social media, and publications. It employs a total staff of 51 (21 AD, 21 AST, 2 END, 7 CA). The management level of the Directorate (2 AD, 4 AST, 1 CA) also includes a team overseeing the budget for communication. The three units of the Directorate carry out the following tasks with the indicated staff: Press officers and relations with media (D.1): The unit (10 AD, 3 AST, 2 CA) supports CoR members and services through press and media relations and audiovisual services. It comprises of a team of press officers and an audiovisual team for video and photo production and distribution. Unit D 2 Events: The unit (6 AD, 7 AST, 2 END) supports to CoR members and services through the organisation of events and comprises a team organising the annual European Week of Regions and Cities, a conference team, and visitors' service team. Unit D 3 Social and digital media, publications: The unit (3 AD, 7 AST, 4 CA) supports CoR members and services through the social and digital media communications, publications and graphical design, and is composed of two teams dealing with social and digital media and with publications. 10