The opening session will be the official opening of EuroPCom 2016. Top-level EU representatives will be invited to share their personal reflections on Europe as a source of inspiration. This will be followed by a keynote speech on the history and future vision of Europe. The audience will also be given the opportunity to reflect further on inspiring Europe, and on their experience and future ambitions in communication on this. The plenary session will conclude with the EuroPCom Public Communications Award ceremony.
Countries across Europe face the challenge of helping millions of refugees to create new lives. These new European residents need support with access to healthcare, education, employment, housing, civic participation and possibly a pathway to citizenship. To achieve this, governments at national, regional and local level need to communicate and engage effectively with refugees. Yet few national or local administrations have much experience with this new and relatively unknown refugee audience. How to embrace this challenge? This workshop will explore the latest collaborative research to fill the knowledge gap in order to build effective communication strategies, looking at issues such as media consumption, device types, social media behavior, key platforms and influencers. This may be complemented by latest Eurobarometer data on migration and example(s) of citizen and local government action to engage refugees in local communities.
Open data is a tremendous resource that is as yet largely untapped. EU institutions, national and local governments collect a vast quantity of high-quality data as part of their everyday work. A visible positive impact can already be seen in the domain of transparency and democratic control, civic participation and public administration efficiency. This workshop will look at open data practice as a learning process at all levels, showcase benefits of open data using on practical examples, and provide insights into developing open data as a common practice.
SMEs, hospitals, researchers, and many other local stakeholders benefit from EU programmes and partnerships. Does EU funding have an impact on citizens’ attitudes towards the EU? Beyond being a legal obligation, how is communicating EU funding achieved without being perceived by the citizens as propaganda? And how does it help foster engagement in the opportunities available? Based on specific examples and experience, this workshop will investigate different communication approaches, including storytelling, visualisation, and journalistic approaches to finding the right angle for the local audience. Speakers will also reflect on what role the communicators’ personal European sentiment plays in getting convincing messages across.
Society largely rates the European Union’s success on the basis of public endorsement by political leaders at home. Against the backdrop of growing scepticism in Europe, national leaders need to stick up for shared European interests and explain to their electorate why the EU may be instrumental in addressing the challenges facing Europe. However, some are tempted to tone down their European convictions, and in a number of countries people feel that leaders say different things at home and abroad. This workshop will explore how communication professionals can be instrumental in creating opportunities for political leaders to espouse pro-European policies. It will also look at how an EU Presidency can nurse such opportunities by involving local society, whether sceptical or idealistic, and creating a degree of ownership of various European projects.
The conference will also provide further opportunities for open interaction, discussions and cooperation in order to arrive at tangible proposals for action. This is why this year’s edition will introduce “ideas labs” as a platform that will run in parallel to other sessions of the conference. Using the ideas labs, participants can meet up in smaller groups to discuss and agree on cooperation for concrete projects or reflect on issues of common interest. The content of the labs will be designed through an open bottom-up approach based on the initiatives of conference participants. The results of the ideas labs will be reported back in the closing session. Interested in finding partners, teaming up in projects, sharing experience, or simply looking around at what has been done by others? Look out for activities around ideas labs on the conference website, LinkedIn, and Twitter.
The Investment Plan for Europe is an ambitious and new way of boosting investment and the key project of the Juncker Commission. Areas such as energy, transport, broadband, education, research and innovation should all benefit from the new investment facilities available to foster further development. The communication part, however, may not be so straightforward. The objective of the workshop is to share and understand the best practices of ongoing investment campaigns in Europe with a view to finding the merging points between information channels from the EU and tailoring communication to the needs of stakeholders locally.
Evaluation is a key part of the entire communications process. Understanding the motivation of the target audience, building benchmarks, and defining measurable outcomes all have an inbred evaluation feature. In the end, measuring the impact of communications delivered is imperative to achieving continuous improvement. This lecture will explain how to approach evaluation in campaigns and why evaluation is crucial for communicators striving to achieve ever better results.
How to generate interest, bottom-up engagement, and action at a grassroots level? These are the dilemmas often faced by those striving to break out from the oldfashioned box of staging public communication campaigns. This workshop will focus on digital public communication best practice that delivers clearly defined outcomes and drives behavioural change. Change which can also save money in public pockets and make it possible to do ‘more with less’. A number of real-life case studies will be used to demonstrate what may be possible.
Europe is not just about funding and policies. Making connections through arts and culture has the power to enrich our community and make it a more inspiring place to live. It provides valuable insights into who we are and creates space for unlocking further creativity, talent and innovation with a wider impact on society and the economy. It is a unique channel for engaging with the public and inspiring collaboration beyond borders. This workshop will present some innovative and untraditional examples of art and culture projects and share their experience in creating inspirations for Europe.
After years of crisis, we are seeing Eurosceptic parties making gains across Europe. The Eurosceptic narrative tends to widen the divisions that have emerged in Europe, between North and South, creditors and debtors, euro-ins and euro-outs. It associates the EU with fears over immigration, and turns politics into a battle between “more” and “less” Europe. The impact of a Euroscepticism on mainstream politics is already visible. How can we address the Eurosceptic narrative in a meaningful way? This session will analyze and debate the lessons learned from the UK’s EU referendum. Looking closely at the two campaigns and the way they approached rural areas, cities, young people, businesses, and social media, for example, conclusions will be drawn on how politicians and communicators can cope with the feeling of distrust in society.
Citizens live their daily lives at the local level where they engage with public services, markets and the political system. Their involvement in local affairs requires participation and accountability in local governance, whether through formal or less formal channels. Promoting citizen engagement requires active encouragement of initiatives and understanding of obstacles to participation. This workshop will look at how citizendriven projects can be useful facilitators for effective delivery of public policies, with a view to generating benefits and enhancing the development of communities.
With mobile video consumption already making up 55% of all mobile data, Facebook and Twitter have created their own video platforms in a bid to challenge YouTube’s dominance. The “social video” is thus on the rise and this is changing how European communicators tell inspiring stories online. Creating a mix of content that works well across all these platforms is a real challenge, but also an exciting opportunity to use new online video platforms to do cut-through creative communications. This workshop will provide a useful toolkit for creating social videos in public communication, using an interactive approach to engage participants in the process.
In 2020, millennials will account for 50% of the European workforce. As a new generation enters society, employment and the political system, communicators may need to respond to meet the expectations and behaviours of this growing and influential population. Are they ready? This workshop will explore millennials in closer detail using behavioural insights, including their views on Europe, politics, civic engagement and participatory democracy.
From firm support to negative hysteria, the Transatlantic Trade and Investment Partnership (TTIP) negotiations have managed to prompt a wide range of responses in European society since their launch in 2013. And the controversy around the partnership certainly managed to mobilise the masses. Choosing the right communicating strategy for TTIP is thus crucial, both for the EU and for the local communicators bringing the debate to the regions. This workshop will examine what went wrong and what went right in communicating TTIP to Europe and its regions, and possibly offer ideas how to do better or correct shortcomings.
Online citizen transparency and engagement platforms are increasingly sought out by citizens to provide the communication bridge between citizens and politicians/ administrations and fill in the gap in access to information in the public domain. How do these platforms work? What communication synergies can be attained with public communicators? This workshop will present several such platforms, explore their views on EU and local transparency matters and offer recommendations for further stimulation of citizen engagement and enhancing transparency.
This workshop will bring together experts on modern web trends to showcase the best practice on their implementation in institutional environments. This will include responsive design, parallax scrolling, interactive graphics, and other useful techniques in conveying (often complex) messages.
It’s about Europe, it’s about you. Let’s talk! Town-hall style debates of politicians with citizens are increasingly gaining the attention of local communities and media. The heart of the effort is to present and communicate the European agenda, listen to ideas, and engage in active dialogue on Europe. Apart from citizen dialogues, various other formats of local events help stimulate public discourse and raise the awareness of the wider public. This workshop will present the experience of taking the EU to cities and regions through citizen dialogues and local events, with a view to exploring effective approaches to communicating on Europe with the public at large.
The closing session at the end of the conference will harvest the results of the ideas labs, presented by the lab facilitators. These will be discussed with the audience and ideas labs participants. The debate will also aim to discuss how cooperation and sharing of ideas within the EuroPCom community can be promoted further.