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EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT

7th Civil Society Media Seminar Brussels, EESC, 26 November 2013. EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT Is it different? Potential impact of two novelties: Shape EU's agenda for 2014-2019: only newish but key Candidates for Commission President: late but new

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EP ELECTIONS’ COMMUNICATION CHALLENGE: MEDIA VIEW POINT

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  1. 7th Civil Society Media SeminarBrussels, EESC, 26 November 2013 EP ELECTIONS’ COMMUNICATION CHALLENGE:MEDIA VIEW POINT • Is it different? Potential impact of two novelties: • Shape EU's agenda for 2014-2019: only newish but key • Candidates for Commission President: late but new • Media expectations… trends & constraints: • Social media, ads & new events not only channels… • Readiness to cooperate / plan with or without deals: surveys • Cooperating earlier & better in future? CHRISTOPHE LECLERCQ Dominique Ostyn founder@euractiv.comcommunication@euractiv.com Comments & enquiries welcome!

  2. EURACTIV CROSSLINGUAL NETWORK 12 languages - 12 capitals

  3. WHICH INFORMATION SOURCESDO BRUSSELS OPINION ELITES READ? 3 Source: September 2013

  4. PRESS IMPACTS – SOME EXAMPLES

  5. SHAPING EU MANDATE 2014-2019: Only newish but key • Post crisis hope? • Eurozone needs to be tackled • Pro / Anti Europe debate is healthy • Voters have stake in influencing coalition? • Presidential candidates carry a programme:“politicisation”, not only “personalisation” 5

  6. COMMISSION PRESIDENTIAL CANDIDATES: Late but new • Nominations late versus eg. France, UK, US elections, but nearly grouped • EuroPCom: 4 mainstream campaign directors seem to agree broad terms of debates • Questions: Euro-sceptics? Left of left? Right of right? • Up to 5 presidential debates: time to organise!(TV, CoR Athens, written & online press, academic? + 1?) • Important: roadshows around countries: • leveraging existing events & channels • party campaigns more than institutional campaigns, largely set already 6

  7. OPPORTUNITIES FOR CITATION Basically three: • a major scoop • a high level interview • a round-up network article Plus additional factor: good timing! 7

  8. MEDIA TRENDS: Less ressources, less EU focus? • Economic crisis, advertising slump • Internet, Google, free content • Side activities make money, eg events  partner? • Most medias are national  decentralise radically ! • Less Brussels correspondents, top EU news only, syndication  facilitate independent “retake” 8

  9. MEDIACHANNELS Own EP platforms and channels (web, video & social media) Other EU institutions & governments / regions etc Party channels Earned Ad-hoc (press relations, central & national) Supported (media partners, grants) Promoted (PR) Paid Advertising 9

  10. Survey : EBP Members ready to cooperate with European Parliament, in principle • SURVEY AIM : Assess the potential for funded media partnerships or unfunded content partnerships • SURVEY RESPONDENTS : • Respondents are members of European Business Press (EBP), World Association Newspapers (WAN), European Magazine Media Association (EMMA) and Association of European Journalists (AEJ) • About one third of the target sample answered • The majority of respondents are in print media (70%), followed by online (30%). 90% of them are part of a national media and all write in their market’s national language. • KEY FINDINGS : • 8 in 10 respondents are interested to increase their coverage of EU policies, but for most (55%) the main barrier is funding • The majority (78%) would find it appropriate to receive EU support for covering the EU elections • The majority (78%) would be interested to partner with an EU specialised online media as part of a funded project • 9 in 10 plan to start covering the elections once the EP launches its communication campaign (Sept. 2013) Have you ? • A majority (57%) would be interested in a pure content partnership without EU funding  alternate approach we are implementing Thank you for your replies ! 10

  11. EU support to media ? • Shifting media revenue models : innovations under discussions • Network in 12 countries, commercial/public funding • Strict conditions, small “industrial policy” ? AEJ Int. 51st Congress - Brussels, 22 November 2013 CHRISTOPHE LECLERCQ Dominique Ostyn founder@euractiv.comcommunication@euractiv.com Note: this presentation is meant only for AEJ members and may not be published on any website. Comments & enquiries welcome!

  12. BACK-UP SLIDES

  13. 5 TOP JOBS & 5 YEAR MANDATE, NOT JUST 1 DATE FOR 1 PRESIDENT(very personal views!) • We get closer to good parliamentary logic: choose EU ‘Prime minister’ • But still a long way, no real primaries, late process, unknown faces • Stress 2014-2019 mandates: solving crisis and adapting EU • Need several top faces for diversity (gender, small / big, South / North, age, main languages) • Anyway, many campaign events & interviews & eventual negociations… • So, why not party tickets of 5: Com Pt, Council Pt, EP Pt, High Rep, (Eurogroup) 13

  14. POLITICAL PARTIES: EUROPEAN GROWING, NATIONAL AFFILIATES BETTER KNOWN European People's Party Party of European Socialists European Liberal Democrat and Reform European Green Party • Other European political parties:  • European Free Alliance • Alliance for Europe of the Nations  • EU Democrats • European Democratic Party  • Europe United  • Newropeans  • Party of the European Left     14

  15. Edelman surveys on “sponsored content” US: survey in 2013, Europe: expected early 2014  • AEJ Survey : Italy Congress, Nov. 2012 • EBP Survey : Stockholm conference, Nov. 2013 • EMMA MediaLab : Conference, 21 Jan. 2014 • Several conferences (EuroPCom, EESC, …) on EP Elections & media • Frequent “discussions” when EU considers media-projects   time for constructive dialogue & policy ? SHIFTING REVENUE MODELS Including sponsored content & public funds

  16. Essential for media independence : Permanent journalists and brand (“independence charter” not enough), own readership, diversified revenue model • Important for pluralism and tax payers’ money : Like for research projects: open concertation, calls for expression of interest, independent selection, independent & published evaluation • Competition procedures matter : Subsidies OK in limited cases, calls for tenders (services, “one takes all”) not as good as calls for proposals (several winners, co-funding only: diversification) EU SUPPORTING THE PRESS ? Part I : Useful under clear conditions

  17. EU spends much on “communication”: How about long term strategy and a few mio € for sustainable EU media sector ? • Quick & practical “industrial policy” document ?(DG CONNECT, DG COMM, EP, media & journalistic organisations) • Room for several initiatives • Several DG-specific calls • Several decentralized media networks (not just one by technology: cross-channel) • Co-funded, not 100 % subsidised • Save on “communication”, re-invest part in self-managed help to Brussels correspondents ? EU SUPPORTING THE PRESS ? Part II : Mini “industrial policy” ?

  18. EurActiv.com Plc • Corporate sponsors & events • EurActor™ members • Online advertising • Public projects • Fondation EurActivPoliTech • Public funding, for communication + R&D • Funding by Foundations, e.g. training EURACTIV’S REVENUE STREAMSHybridmodels

  19. Lively debates for media impactat national level Lively debates create campaign momentum Targeted channels optimize media impact Leveraged and decentralized operations maximize national outreach 19

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