I only managed to attend one panel at this year’s Europcom. I really like this event. The topics are always very interesting and the participants’ level of expertise is always quite high. I noticed that comms2point0, a regular invitee to this event, made a very good and comprehensive summary of both day one and day two of the conference which I invite you to read.
The panel I attended was about the reputation of the EU institutions. Public criticism of the European institutions is on the rise. What is the impact of this on support for the European Union? What tools and strategies can be developed to fight the myths and clichés, and to set up a balanced dialogue with the public?
The debate was moderated by Rob Heirbaut and the speakers were Simona Guerra from the University of Leicester; Mélanie McCluskey from the Reputation Institute in Belgium; Sjerp van der Vaart from the European Parliament Information Office in Belgium; Sixtine Bouygues, Director for Strategy and Corporate Communication at the European Commission and Antonia Mochan from the Representation of the European Commission in the UK.
In particular, there were three lessons I took from the event.
Sixtine Bouygues, Director for Strategy and Corporate Communication in DG COMM, pointed out the importance of two main factors when dealing with reputation of institutions: “transparency and accountability.” While elaborating on this issue, she noted the effort made by the European Commission to rationalise its online presence and harmonise its visual identity.
At the same time, another challenge for EU institutions is to guarantee that all information is available, accessible and visible. “Being there and providing efficient information services to the citizens should be a priority for public institutions.” Rationalisation means better spending of public money and easier access for users and these are priorities in DG Communication’s work. Web rationalisation was also the topic of our last blog post written by Robert Andrecs, the head of digital communications in the European Commission.
Antonia Mochan didn’t need PowerPoint. She got right to the point during her talk and she discussed some very important topics related to targeting.
First of all, “if you don’t know who you are talking to then it won’t matter what you say.” Knowing who you target and how your target audience communicates is absolutely crucial in addressing institutional messages.
Secondly, it is important to focus on the “big picture.” The EU has over 500 million citizens and it is indeed challenging to address them all at once in all the domains that they could be interested in. Hence, it is important to be able to think out of the box or in this case, out of the “bubble.”
In all places of institutional importance at both national and international level, it is common to get caught up in professional bubbles, such as the famous “Eurobubble” or, as mentioned by Antonia, the Westminster bubble. No matter in which institutional bubble you find yourself, communicators have to think about the concern and the means of the people they are targeting, not the means and the topics used and discussed only in their bubbles.
I hope next year’s edition will include some brilliant insights again and that I will be able to attend more panels.