SLOVENIA ON ITS WAY TOWARDS EUROPEAN UNION AWARENESS CAMPAIGN 1997-2004 By Anže Logar, M.Sc.

SLOVENIA ON ITS WAY TOWARDS SLOVENIA ON ITS WAY TOWARDS EUROPEAN UNIONEUROPEAN UNION

AWARENESS CAMPAIGNAWARENESS CAMPAIGN1997-20041997-2004

By Anže Logar, M.Sc.By Anže Logar, M.Sc.Government Office of the Republic of Slovenia for European AffairsGovernment Office of the Republic of Slovenia for European Affairs

22 September 200622 September 2006 22

MilestonesMilestones

19921992 application for the EU Association Agreement application for the EU Association Agreement

19961996 Association Agreement with the EU Association Agreement with the EU

candidate country as of candidate country as of 19971997

19981998 start of negotiations for EU membership (until start of negotiations for EU membership (until 20022002))

20032003 referendum referendum

20042004 accession to the EU accession to the EU


Basics…Basics…

Jean Monnet: 'Governments do not join the EU. Jean Monnet: 'Governments do not join the EU. Nations and their public as a whole do.‘Nations and their public as a whole do.‘

Successful EU accession = result of a collective effort Successful EU accession = result of a collective effort of will by the people as a wholeof will by the people as a whole

→ → public awarenesspublic awareness is of utmost importance is of utmost importance→”→”zgolemenost na javno osvestuvanje” (mk)zgolemenost na javno osvestuvanje” (mk)

Therefore: active participation of all society 'key Therefore: active participation of all society 'key players' is required; sooner, better.players' is required; sooner, better.


The Communication ProgrammeThe Communication Programme

Government Public Relations and Media Government Public Relations and Media Office (PRMO) launched the Office (PRMO) launched the Communication Programme in 1997.Communication Programme in 1997.

'Informing the Slovene Public on the EU and 'Informing the Slovene Public on the EU and Slovenia's Accession' (co-financed by EU PHARE Slovenia's Accession' (co-financed by EU PHARE Programme)Programme)

Official 'kick-off': 9 May 1998 (Passport)Official 'kick-off': 9 May 1998 (Passport)


Prior to launching – two Prior to launching – two dilemmas:dilemmas:

What is the main purposeWhat is the main purpose:: - to increase interest - to increase interest - to establish an operational system for - to establish an operational system for providing infoproviding info

What 'style' to applyWhat 'style' to apply: : - to inform (=rational tone of communication)- to inform (=rational tone of communication) - to persuade (=emotional)- to persuade (=emotional)

PromotionPromotion vs. vs. PresentationPresentation(Accession IS a government programme!)(Accession IS a government programme!)


The 'killing PA mix':The 'killing PA mix': Combination of all three standard Combination of all three standard

communication techniquescommunication techniques:: - direct public information- direct public information - PR- PR - Advertising- Advertising

Strategy with four main componentsStrategy with four main components::A. public opinion researchA. public opinion researchB. activities by NGOsB. activities by NGOsC. mass mediaC. mass mediaD. Government communication activities D. Government communication activities


A. Public opinion researchA. Public opinion research Slovenian accession to the EU has been widely discussed lately.

On this issue, do you believe you are…

Source: telephone survey Ebeko, CJM

0,00%10,00%20,00%30,00%40,00%50,00%60,00%70,00%80,00%

very wellinformed, well

informed

very badlyinformed, badly

informed

I don’t know

1997

2003


A. Public opinion researchA. Public opinion research Simple facts…

- more informed: highly educated, inhabitants of urban areas, retired, managers

- less informed: less educated and qualified, unemployed, inhabitants of rural areas, students (!)

- a positive correlation between ‘being informed’ and ‘EU support’

- a positive correlation between ‘being politically undecided’ and ‘euroscepticism’


A. Public opinion researchA. Public opinion research

TToo sum up sum up: Closer is the membership (more : Closer is the membership (more informed are the citizens), more negative informed are the citizens), more negative aspects will emergeaspects will emerge

(Question: why then to perform PA campaign at all?!?)(Question: why then to perform PA campaign at all?!?)

Never forgetNever forget: Excessive expectations during : Excessive expectations during the the integration integration process process cause a wave of cause a wave of eeuroscepticism and disappointment at the last uroscepticism and disappointment at the last minute.minute.

→ → AAlways present a real picture even if it is lways present a real picture even if it is ‘‘greygrey’’!!


A. Public OpinionA. Public Opinion

REFERENDUM REFERENDUM QUESTIONQUESTION

If a referendum If a referendum on Slovenia’s on Slovenia’s

joining the joining the EU toEU tookok place place next Sunday, next Sunday,

how would how would you vote?you vote?

Source: FDV,CJMKSource: FDV,CJMK 0

10

20

30

40

50

60

70

80

90

in favour against don't know

1997

1999

2001

2002

Referendum (23.March 2003)


B. Activities by NGOsB. Activities by NGOs

Slovenia: no tradition of collective funding of Slovenia: no tradition of collective funding of NGOs (they mainly depend on public tenders)NGOs (they mainly depend on public tenders)

NGOs cover important spectrum of society NGOs cover important spectrum of society => they have to be encouraged!=> they have to be encouraged!

1/3 of the funds available for the Programme 1/3 of the funds available for the Programme was allocated for the NGO activitieswas allocated for the NGO activities

Public tenders: what criteria to choose? Public tenders: what criteria to choose? Should we finance ‘eurosceptical’ Should we finance ‘eurosceptical’ organisations/projects as well?organisations/projects as well?


C. Mass mediaC. Mass media By nature: - not interested in EU issuesBy nature: - not interested in EU issues

- unwilling to form any kind of partnership- unwilling to form any kind of partnership - prefer to maintain critical distance- prefer to maintain critical distance

Golden rule: in no way try to interfere with editorial Golden rule: in no way try to interfere with editorial policy!policy!

What we didWhat we did::

1.1. 'fact-finding missions' to Brussels, Strasbourg, Maastricht ('fact-finding missions' to Brussels, Strasbourg, Maastricht (10 10 study visitsstudy visits))

2.2. material stimulation (funds for special supplements, columns, material stimulation (funds for special supplements, columns, broadcasts on EU issues)broadcasts on EU issues)

3.3. active 'selling' of news (informal briefings, exclusive active 'selling' of news (informal briefings, exclusive interviews with prominent EU figures, organising international interviews with prominent EU figures, organising international (political) events in Slovenia…)(political) events in Slovenia…)


D. Government comunication D. Government comunication activitiesactivities

Detailed Detailed communication strategycommunication strategy; help from professional ; help from professional PR and advertising agenciesPR and advertising agencies(funded by (funded by PHARE ProgrammePHARE Programme))

Use of different tools: Use of different tools: - the cost-free telephone line - the cost-free telephone line EurophoneEurophone;;

- an Internet home page “Slovenia. At Home in - an Internet home page “Slovenia. At Home in Europe”: Europe”: hhttp://evropa.gov.si/ttp://evropa.gov.si/;;

- - Euro-postcardsEuro-postcards ( (EU information and publication EU information and publication order order formsforms););

- electronic mail: - electronic mail: [email protected]@gov.si;;

http://evropa.gov.si/

http://evropa.gov.si/


D. Government comunication D. Government comunication activitiesactivities

- EurobusEurobus; ; sort of a travelling sort of a travelling information office and library information office and library where one can obtain free where one can obtain free publications and answers to publications and answers to certain issues of interest certain issues of interest to individuals as well to individuals as well as as browse through web sites browse through web sites offering "EU information“;offering "EU information“;

- events;events;- free publications free publications (slo, it, h!).(slo, it, h!).


Free publicationsFree publications

i. i. Evrobilten:Evrobilten: newsletter, dedicated to opinion leaders and newsletter, dedicated to opinion leaders and makersmakers

http://evropa.gov.si/publikacije/evrobilten/http://evropa.gov.si/publikacije/evrobilten/ii. ii. EvropopotnicaEvropopotnica: : for the young, especially senior grade pupils for the young, especially senior grade pupils

of primary schools and the junior grades of secondary schoolsof primary schools and the junior grades of secondary schools http://evropa.gov.si/publikacije/evropopotnica/splet/http://evropa.gov.si/publikacije/evropopotnica/splet/iii. iii. Slovenija v Evropski unijiSlovenija v Evropski uniji: : http://evropa.gov.si/publikacije/slo-v-eu-2005.pdfhttp://evropa.gov.si/publikacije/slo-v-eu-2005.pdfiv. iv. Slovenija v EvropiSlovenija v Evropi: : a publication for farmers, dealing with a publication for farmers, dealing with

the issue of agriculture and the reforms in this areathe issue of agriculture and the reforms in this areav. v. Potni listPotni listvi. vi. EU je tu! Vodič za nove državljane UnijeEU je tu! Vodič za nove državljane Unije http://evropa.gov.si/publikacije/eu-je-tu/eujetu-si.pdfhttp://evropa.gov.si/publikacije/eu-je-tu/eujetu-si.pdfvii.vii.Publications relating to issues of interest to the members of Publications relating to issues of interest to the members of

trade unions and chambers; for the business community and trade unions and chambers; for the business community and interest groupsinterest groups

http://evropa.gov.si/publikacije/evrobilten/

http://evropa.gov.si/publikacije/evropopotnica/splet/

http://evropa.gov.si/publikacije/slo-v-eu-2005.pdf

http://evropa.gov.si/publikacije/eu-je-tu/eujetu-si.pdf


D. Government communication D. Government communication activitiesactivities

What is the golden ruleWhat is the golden rule: use all 4 elements : use all 4 elements simultaneously; do not rely only on PR; use simultaneously; do not rely only on PR; use diversified, targeted approach, prepare diversified, targeted approach, prepare segmental strategysegmental strategy

Use the negotiation process as an effective Use the negotiation process as an effective tool (it is interesting, live, has a clear tool (it is interesting, live, has a clear objective, involve many stakeholders, last objective, involve many stakeholders, last relatively long) – should be maximally relatively long) – should be maximally transparent!transparent!


Financial ResourcesFinancial Resources

1997-20001997-2000: EU-PHARE resources (1 mio EUR): EU-PHARE resources (1 mio EUR)

1997-20031997-2003: state budget resources: 2.47 mio EUR : state budget resources: 2.47 mio EUR ((in the pre-referendum period January - March in the pre-referendum period January - March

2003: 0.25 mio EUR2003: 0.25 mio EUR))

20042004: state budget resources: 0.42 mio EUR: state budget resources: 0.42 mio EUR


FactsFacts

5 million hard copies5 million hard copies of 48 different information of 48 different information brochures publishedbrochures published

11,000 answers11,000 answers provided through provided through EurophoneEurophone 332 places332 places and happenings were visited by and happenings were visited by EurobusEurobus 32 student concours prizes32 student concours prizes were awarded for the were awarded for the

best EU theses and the winners were taken to best EU theses and the winners were taken to Brussels or DublinBrussels or Dublin

150 journalists150 journalists attended attended 9 seminars for 9 seminars for journalistsjournalists organised in Ljubljana organised in Ljubljana

65 journalists65 journalists participated in participated in 10 study visits10 study visits to to Maastricht, Brussels, etc.Maastricht, Brussels, etc.

540 NGO communication projects540 NGO communication projects were co- were co-financed, in the total amount of 800.00financed, in the total amount of 800.0000 euros euros


EvaluationEvaluation

All the communication tools and actions All the communication tools and actions proved proved very successfulvery successful (Europhone!) (Europhone!)

In the spring 2004, Eurobarometer scored In the spring 2004, Eurobarometer scored Slovenia very high in the perception of Slovenia very high in the perception of informed population among the 25 informed population among the 25 Member States. The same opinion poll Member States. The same opinion poll proved through knowledge tests that proved through knowledge tests that the the Slovenes were indeed among the best Slovenes were indeed among the best informed Europeans on EU issuesinformed Europeans on EU issues..


Follow-up assessmentFollow-up assessment

Well prepared, structural and professional Well prepared, structural and professional communication strategy is required.communication strategy is required.

Think about organisational structure of the Think about organisational structure of the project well in advance.project well in advance.

Use all possible means in the communication Use all possible means in the communication mix.mix.

Ensure a systematic, prompt and coordinated Ensure a systematic, prompt and coordinated way; possible only when you involve negotiators way; possible only when you involve negotiators (GOEA) and government media office (PRMO) in (GOEA) and government media office (PRMO) in the very heart of the planning and execution of the very heart of the planning and execution of activities.activities.


We spoke about glorious past…We spoke about glorious past…

……but what about future?but what about future?


Preparations for thePreparations for the Slovenian Slovenian EUEU Presidency in the Presidency in the first half first half

of 2008of 2008

– Organisational structure Organisational structure – Project approachProject approach– Planning phase completed, intensive Planning phase completed, intensive

preparations under waypreparations under way– Current tasksCurrent tasks


ORGANISATIONAL STRUCTURE FOR PRESIDENCY ORGANISATIONAL STRUCTURE FOR PRESIDENCY PREPARATIONSPREPARATIONS


What has been already done?What has been already done?

20020066: planning phase: planning phase => execution phase => execution phase– Organisational structure; Organisational structure; – Sub-groups – Project Papers (Sub-groups – Project Papers (determining the determining the

tasks, responsible bodies, timetable, cost tasks, responsible bodies, timetable, cost frameworkframework););

– Slovenian Government adopted Project Papers;Slovenian Government adopted Project Papers;– Presidency Budget for 2006Presidency Budget for 2006,, 2007 2007 and 2008 and 2008;;– Staffing Plan for the Presidency, First Progress Staffing Plan for the Presidency, First Progress

Report on Presidency Preparations.Report on Presidency Preparations.


Presidency in Numbers…Presidency in Numbers… 310 additional temporary employments310 additional temporary employments were approved; were approved; some some 1000 to 1100 civil servants1000 to 1100 civil servants are expected to participate in are expected to participate in

the presidency project;the presidency project; 170 active staff 170 active staff ((additional 121 temporary employmentsadditional 121 temporary employments)) on on

Permanent Representation of the Republic of Slovenia to the EU;Permanent Representation of the Republic of Slovenia to the EU; 150-200 interpreters and translators150-200 interpreters and translators;; The Logistics CentreThe Logistics Centre has been established with a view to ensure has been established with a view to ensure

logistic services at central level (public calls for tender, logistic services at central level (public calls for tender, coordination of calendar etc.);coordination of calendar etc.);

During the Presidency, more than 100, possibly even During the Presidency, more than 100, possibly even up to 300 up to 300 eventsevents;;

presidency websitepresidency website – intranet (1.12. 2005) and internet – intranet (1.12. 2005) and internet (1.1.2008);(1.1.2008);

Overall Graphic Design of the Presidency (logo)Overall Graphic Design of the Presidency (logo) has been has been selectedselected;;

For the central costs of the Presidency the amount of For the central costs of the Presidency the amount of 57 57 million EURmillion EUR has been approved. has been approved.

Many thanksMany thanks

for your attention.for your attention.

http://www.svez.gov.si/http://www.svez.gov.si/

http://www.svez.gov.si/index.php?id=391&L=1

SLOVENIA ON ITS WAY TOWARDS EUROPEAN UNION AWARENESS CAMPAIGN 1997-2004 By Anže Logar, M.Sc.

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Transcript of SLOVENIA ON ITS WAY TOWARDS EUROPEAN UNION AWARENESS CAMPAIGN 1997-2004 By Anže Logar, M.Sc.