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The Benefits of Dialogue

Competitiveness and Communication The Role of EU Associations. The Benefits of Dialogue. John Schonenberger Chief Executive European Copper institute. Copper Connects Life TM. Contents. What is the European Copper Institute ? Why dialogue with the EU ? What strategies have we used ?

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The Benefits of Dialogue

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  1. Competitiveness and Communication The Role of EU Associations The Benefits of Dialogue John Schonenberger Chief Executive European Copper institute Copper Connects Life TM

  2. Contents • What is the European Copper Institute ? • Why dialogue with the EU ? • What strategies have we used ? • Are we being successful ? • Closing thoughts

  3. European Copper Institute • Formed in 1998 • Joint venture between the world’s mining companies and the European copper industry • Headquarters in Brussels • Ten Copper Development Associations in EU ECI’s Mission To inspire Europe about copper's essentiality for health, technology and the quality of life

  4. What is Copper ? • 2005 global usage of 20 million tonnes • Demand has doubled since 1970 • Europe accounts for 29% • Essential element for human and plant life • The best conductor of electricity (after silver) • 65% used in Electricity and Energy • 100% recyclable without loss of performance • 40% demand met via recycling

  5. What is Copper ?

  6. Copper Products Deliver… • Outstanding electrical energy efficiency: • Meet Kyoto emissions reduction commitment • Exploit renewables • Improve Europe’s cost competitiveness • Long life cycles in Building Construction: • Clean drinking water • Interior and exterior architectural products • Safety, convenience and comfort in automobiles • ABS, GPS, on board computers, entertainment, etc

  7. But, Copper is ….. • …. a relatively energy intensive material to produce and transform • …. frequently tagged with the expression – • heavy metal

  8. Contents • What is the European Copper Institute ? • Why dialogue with the EU ? • What strategies have we used ? • Are we being successful ? • Closing thoughts

  9. Why Dialogue with the EU ? • To raise awareness of copper’s benefits • To appropriately influence policy • To protect the industry and its products from inappropriate regulation and/or cost • To secure co-funding for promotional work

  10. Contents • What is the European Copper Institute ? • Why dialogue with the EU ? • What strategies have we used ? • Are we being successful ? • Closing thoughts

  11. What Strategies Have We Used ? • Transparent message development processes • Involve industry at the highest level • Clear strategy and objectives • Commitment and funding • Built network of allies, partners & 3rd party endorsers • Identified specific target audiences • Combined EU and national messages • Focus on where copper, not ECI, makes a difference

  12. Contents • What is the European Copper Institute ? • Why dialogue with the EU ? • What strategies have we used ? • Are we being successful ? • Closing thoughts

  13. Are We Being Successful ?- in raising awareness 2001 EU Parliament Event

  14. Are We Being Successful ?- in influencing policy • Electric motors use 30% of EU electricity • 30-50% savings possible • Copper’s conductivity plays a key role • ECI one of 5 European Association partners • 2 Copper Development Centres act as national contact points

  15. Are We Being Successful ?- in protecting against inappropriate regulation • EU Voluntary Risk Assessment • Industry initiative • Does the production, or use, of copper products present any noticeable harm to the environment or human health ? • 4 year, 8 million € project • Independent peer review panels and Italy as review country • Dossier now under review by EU Member States • Opens up bi-lateral discussions at Member State level • Pilot for new REACH legislation • Provides comprehensive dossier for use in future water, soil and sediment framework policies

  16. Are We Being Successful ?- in securing co-funding for promotion • EU grant of 800,000 € in 2001 • Develop Best practice in Power Quality • Education & Training of Electrical Engineers • 7 EU countries • Won one of three awards, out of 1,400 projects

  17. Closing Thoughts • Dialogue is not the same as communications • Associations are competing for EU attention • What is your competitive edge, or offering ? • Who is your real enemy ? • The regulator or a competing industry ? • Being constructive beats complaining • Investment in human resources is key Copper Connects Life TM

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