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Minutes of meeting
TitleAnnual meeting 2005: Improving the communication of EU environment policy
Date6-7 October 2005
PlaceDublin, Ireland
ParticipantsList of participants posted on web site [link]
Prepared byLisbeth Moliin, 13 Oct. 2005
DistributionNetworks members and Green Spiders web site
EECN Secretariat
c/o COWI A/S
Parallelvej 2
DK-2800 Kongens Lyngby
Denmark
Tel+45 4597 1014/1427
Fax +45 4597 2212
Day 1: Internal business day
1Welcome
The official welcome address by Mr. Tom O'Mahony, Head of Environment Division, Department of Environment, Heritage & Local Government, Ireland had to be postponed to the afternoon, because he had been called away
Brendan Linehan, President of the Green Spider Network, welcomed everyone to the first day of the annual meeting. As usual, the day was dedicated to internal reporting to each other among the members.
2DG Environment's communication objectives for 2006
Presentation by Ylva Tiveus, Head of Communications Unit, DG Environment[Link to photo]
GSN membership
Ylva Tiveus welcomed everybody to the meeting, especially the new members from Lithuania, Poland, Slovenia, Sweden and Turkey. She gave a brief status on states not presently represented in GSN: Luxembourg,Greeceand Croatia.
In order to make sure that the network has the right representation, national governments have been asked to confirm their appointment of representatives. Not all governments have responded yet. The members were asked to follow up.
New commission
Since last year, a new commission has been appointed. The new commissioner has taken communication as a main priority and is launching a new action plan with key words about listening, communicating and connecting. The commission will introduce a package of seven environmental strategies before the end of 2005.
Mobility week
The main topic of the mobility week in Londonwas air quality. The event was quite well covered by the press. Story books will be produced which will cover both legal text and the way in which the strategies were developed. The story books may be helpful in order to explain the subject in member states and to promote the strategies, in general.
News releases
DG Environment produces short news releases (8-10 min.) on all new proposals. The news releases are made by professionals for television newsand are available in different languages incl. one without speak.
Green winter games
The organisers of the next Olympic winter games have decided to make them green winter games - using the EMAS scheme. DG Environment will help promote this example of a link between sports and environmental concern.
International activities
Efforts to raise and maintain a high EU profile in the international context include two major events:
•Meeting on climate change in Montreal
•Biodiversity meeting in Brazil
Green Week 2006
The topic of Green Week 2006 is being discussed, and a decision is expected before the end of October. GSN members were encouraged to be present and active.
Improved web site
The web portal is going to be improved to provide easier access and make it more user friendly.
Brendan Linehan rounded of the session by pointing out that there is a general pro-environment attitude among the citizens and that we should take advantage of that.
Read more:Do we have Ylva's presentation?
News releases from TVLINK Europe [
Action: All members to follow up on confirmation from national governments of appointments to the network
3EEA Activities 2006
Presentation by Malene Bruun, Group Leader, EEA Information Centre Management [Link to photo]
Next year will be a consolidation phase which builds on the activities in 2005. The EEA will aim to raise the profile of the agency based on the communication goals of the agency. For that purpose the EEA is launching a new strategy. One focus point of the strategy is to employ a widespread approach to launches, for instance:
•Combining the launch of the EEA product with the launch of a national product; or making national insights on the topic concerned available.
•Preparing national partners for press enquiries.
The State of the Environment Report 2005 is going to be launched on 29 November at a press conference in Brussels. Key stakeholder will be invited.
Read more:Presentation on EEA activities 2006
Material for the launching of SOER 2005 [
4Tour-de-table
This year, the tour-de-table had been divided into four shorter sessions, and all member states had been asked to send in short reports in advance. The reports were meant to highlight one or two main projects or activities in the past year.
The first session included presentations by Belgium, Bulgaria, the CzechRepublic and Estonia.
Read more:The reports of Belgium, Bulgaria and the CzechRepublic are available on the web.
Action:The member states who had not yet sent in reports were encouraged to do so during or immediately following the meeting.
5Introducing the new secretariat
After the contract of ERM expired, a new contract has been made with the Danish consulting company COWI A/S. Two member of COWI's core team gave a short presentation of themselves and the company:
•Anders Richelsen, Network Coordinator
•Lisbeth Moliin, Network Administrator
Read more:Presentation of the new secretariat
6Report from 2005 Green Week GSN conference
Presentation by Roel Linn, Netherlands [Link to photo]
The GSN event during the Green Week was the first open conference with external participants. There was a full house and good GSN participation. The organisation was quite time consuming, but showed the strength of GSN - the network of contacts - which proved very valuable. It was good to be part of Green Week, but something similar might also be organised as a separate event.
Overall conclusion: Hard to communicate about the problem. Difficult to communicate what to do. Not great interest among people to change behaviour.
Ylva Tiveus thanked Roel Linn for the good work, and added that she had received very good feedback. She hopes to see GSN contributions as a feature in coming green week events. She encouraged other members to be active and come up with ideas.
Read more:It is strongly recommended to have a look at the presentations which are available on web. where?
7Tour-de-table
Presentations by Finland, Germany, Iceland, Italy, Latvia, Lithuania, Hungary, Malta, Norway, Poland, Portugal and Romania.
Read more:Reports of Germany, Iceland, Italy, Latvia, Norway and Romania are available on the web.
German initiative: Download sounds of endangered species for mobile phones from
8Postponed opening address
By Mr. Tom O'Mahony, Head of Environment Division, Department of Environment, Heritage & Local Government, Ireland [link to photo]
Mr. O'Mahony welcomed everyone to Dublin and extended a special welcome to Turkey as a new member state.
He underlined the importance of this year's theme: "Improving the Communication of EU Environmental Policy". The new media have made it easier to communicate, but more difficult to get people's attention. Therefore, it makes sense that communicators exchange experience in order to identify creative and effective ways to communicate. In these efforts, we need to exploit new technologies and learn from the world of mass media and advertising. We need to consult better, explain better and listen better.
He rounded up by thanking the speakers and wishing everybody fruitful meeting and an enjoyable stay in Dublin.
Read more:The full opening address is available on the web.
9Environmental priorities of EU presidency
9.1Current UK presidency
Presentation by Jean Train, United Kingdom
HELP - do we have the presentation?
9.2Upcoming Austrian presidency
Presentation by Gerhard Stimmeder-Kienesberger, Austria
Mr Stimmeder-Kienesberger listed a number of issues to be addressed by the coming EU presidency:
•Strategic environmental priorities e.g. environmental technologies, climate change, urban environment and thematic strategies on air and waste.
•Horizontal priorities e.g. review of the European SDS strategy, better regulation, impact assessment and greening event
•Informal Environment Council in Eisenstadt in May 2006
•Other legislative work e.g. water sector, flooding, priority substances and air quality
He also listed a number of important ministerial meetings and other meetings which will be organised by the Austrian EU Presidency.
Read more:Full presentation on Austrian EU Presidency
Web site on the "Future of Europe" [
9.3Voting for new president
Ilze Brakmane, Latviawas proposed and accepted with applause.
9.4Voting for new core group members
The members from the Netherlandsand Sweden were proposed and accepted with applause. They will replace the two longest serving core group members, i.e. Germany and Ireland.
10Tour the table
Presentations by Denmark, France, Slovakia, Slovenia, Sweden and Turkey
Read more: Reports of Slovakia, Slovenia, Sweden and Turkey available on the web.
Danish initiative: Conference on eco-innovation [
11Open discussion:
11.1Annual meeting 2006 theme
The new president, Ylva Brakmane invited ideas and suggestions for the next annual meeting which will take place in Riga.
11.2Workshop themes
Based on suggestions by participants, the themes were decided for the workshops the following day.
Day 2: Theme day
1What works for me
Presentation by Duncan Stewart, TV producer/broadcaster
Mr. Steward shared some of his experience from making a series of programmes about environmental topics, among others:
•Surveys show that 70% of Europeans get their information from television
•Television is a fast medium. Concentration starts to go down after only 5-7 min. One has to be aware and move on to a new issue before one looses the audience. Move quickly from problems to solutions
•Always look at what is the relevance to people in terms of health. How will it affect us? - Our children?
•Focus on solutions and good examples. Leave audience with a positive feeling. A sense that their behaviour can make a difference.
•Respond before the programme audience share goes down.
•Enlighten the individual first, then you can move on to businesses, institutions and politicians. Important that politicians are driven by people's attitude.
•After broadcast, programmes can be used in other ways (DVD, education, libraries etc.)
•If you advertise on television, look on it in value terms. Be aware that the credibility is considered low and people tend to switch off.
How can television and GSN members cooperate:
•Try to go through the backdoor if broadcasters will not fund, i.e. find funding from sources who will not restrict contents and find a producer.
•Producers need backing from people who know the facts and can help balance contents.
Read more:We don't have a presentation, do we? Other relevant web info to link to?
2The EU Action plan to improve communicating Europe
Presentation by Beate Gminder, Member of the Cabinet of European commissioner Margot Wallström responsible for Institutional Relations and Communication
The presentation highlighted the following points:
•Communication has been made a priority by the new Commission
•A white paper on communication policy is being prepared
•Key issues: working better with national governments.
•Commission efforts to cut down Euro jargon, for instance, more editors, translators do pre-editing before translating
•Better use of existing tools: Improve web site, cut back on publications, fund audiovisual programmes, contacts centres, visitors groups
•Plan D - Dialogue, Democracy, Debate - adopted by Commission in week 41
Read more:The presentation by Beate Gminder s available on the web
3The role of the Commission Representation
Presentation by Martin Territt, head of European Commission Representation in Ireland
The presentation highlighted the following points:
•Great communication efforts are being made, but has the message reached the individual?
•Areas to be improved:
-Listening and reporting
-Explaining and connecting
•Tailor-made messages for target groups.
•Local delivery of info is key.
In the subsequent discussion, the following points were made:
•There has to be dialogue, not one-way communication. It is important to listen. Now, the public does not feel that EU listens
•Important to work with governments and fight the feeling of Brusselsvs. us.
•Brussels is very much directed at itself. Too much is going on before going to the public. There should be much more focus on going local.
•People inside the Commission should be more aware of the importance of communication.
•A lot of good information is sent out, but only reaches highest levels, and not GSN members. There is a need to make better use of networking, web site, e-mail services etc.
4Improving communications to keep the global environmental situation under review?
Presentation by Gerry Cunningham, UNEP
After introducing the target groups, mandate, products/services and communication objectives of the UNEP, Gerry Cunningham provided four examples of UNEP communication to clients:
•GEO - Global Environmental Outlook
•Annual GEO statements
•Communicating sustainability publication. Invited GSN contributions for next issue which will include case studies.
•Country profiles
He emphasised the importance of using maps and graphics as communication tools. It makes difficult topics and data more easy to understand for the general public - a non-technical audience.
Read more:Full presentation on UNEP activities
UNEP/FUTERRA guide "Communicating Sustainability - How to produce effective public campaigns" [
GEO annual statement: [
UNEP's official online book shop [
5What you can learn from commercial advertising
Presentation by Patrick Worms, Ogilvy Public Relations Worldwide
The presentation highlighted the following points:
•The communicating world is changing. Everything is moving towards more control/choice. Audience is able to design their own media world.
•TV shares are going down. Being replaced by Internet.
•Communicators have to get harder. More focussed. BUT audiences do not like to be forced.
•If people feel they have control, they will change their behaviour. Our challenge is to make people feel their behaviour can influence the state of the environment.
•Avoid confusion and boredom! If your are creative- your message will spread.
•You have to create a memory. Message has to be fun, interesting etc. enough to make people want to spread it. One way to get attention is to use celebrities.
Patrick Worms concluded by listing the following lessons:
•Understand and use issues of control and outcomes, but remember:
-stoking fears is not enough
-depending on ethical impulses alone won’t work !
•Be as ruthless as your opponents
•Recruit non-scientific thought-leaders
•Make acting now the “in-thing” to do
•Publicise celebrity endorsement aggressively
•Make the behaviour exclusive, luxurious and desirable
Read more:Full presentation by Patrick Worms Den håber jeg vi har, da mange har spurgt efter den?
6Workshops
6.1Key messages- Coming up with good campaign messages for everyday people
The key message is the end result of your communication effort. What you want your audience to hear. They are the output of full communication strategy which analyses:
•audiences
•needs
•communication objectives
•strategies
•messages
•tactics
Conclusion: It takes an effort to come up with good key messages.
6.2Listening - Understanding the public participation etc.
What is listening?
•Listening is taking into account the views expressed by the people
•Listening is also a try to make politicians and political advisors aware that there is another agenda going on
•Listening does not mean giving out legislation
•Ministers trying to defend messages before being attackedis not listening
There are a lot of pressures when listening. Important to remember that one cannot make everybody happy, only try to make them less angry.
The listening process should be more public. There is a need to meet face-to-face. That requires different thinking.
Questions:
•To whom should we listen and for how long in a political decision making process? (REACH process - loud voices)
•Can we still trust public surveys or do we need other evaluation tools to match the changed media environment? There are different ways to listen, e.g. NGOs, letters to editors, surveys, internet, trends, internet feedback/evaluation system, thematic phone numbers etc.
•It is a question of making people less indifferent. How do we give people a voice? Make them feel that somebody is listening, and they can influence things.
6.3Green spiders - Making GSN more active and effective
GSN offers great opportunities. We have a vast pool of knowledge and network of contacts. Some network members make use of the network very successfully by drawing on other members' experience.
It was felt that the Commission could make more active use of the network. For instance, by making sure that news reaches GSN member and by using GSN members, who are closer to the people in member states, to get messages through.
Other ideas and suggestions
•All members should use the network - also in between meetings. Don't invent the wheel a second time
•More thorough presentation/discussion of fewer activities in members states and introduction of an award for the best communication project of the year
•Make the web site more useful and active, e.g. calendar of communication activities in member states
•Keep an eye out for potential common projects
•GSN might be made more formal - e.g. status of expert committee
•GSN might be used as a focus group
Action:All members were encouraged to feed back ideas for improvement of web site and share information about activities in member states, best practices etc.
6.4Evaluation - Effectiveness of communication initiatives, costs and benefits
•Evaluation is a tool but it has to be part of strategy in order to know whom to ask and about what
•The question is not having the tools to evaluate (questionnaire, surveys, etc.), but knowing how to use them in a smart way.
•Look at all instruments simultaneously. Putting all results together is the only way to see if resources have been used in best way
•It is felt that changes in behaviour are the goal, but it may be too ambitions to measure changes in behaviour as a result of communication campaigns. Other things may be happening which affect people's behaviour more than the communication campaign.
Perhaps more emphasis should be put on qualitative methods to reveal stakeholders' thoughts/opinion. This may be a topic for further discussion in GSN. Perhaps asa theme for a workshop.