Brussels journalists give tips on media relations[fr][de] 

The document on Brussels media relations gathers the results of the survey and the input given by 18 journalists and EU communication experts during a conference with 120 interest group representatives.

“Tips for medial relations” finds that:

• NGOs are seen as more effective communicators, compared with industry federations. 
• 83% of journalists working in EU affairs consider online information as crucial to save time. 
• 65% prefer a quick release of positions before EU events and better websites rather than the traditional channels. 
• Journalists demand better conditions for in-depth reporting, investigative journalism and protection of sources. 
• Transparency and ethical guidelines are seen as necessary to report on interest groups.
• Discussions between NGOs and industry bring substance to EU-citizen debates.

The debates also show that the best means to communicate views is to:

• Make sure to have fast/early positions on hot policy topics
• Websites should be up to date and user-friendly
• Have more presence on policy platforms comparing positions
• Promote positions online

Events, emotion and controversy are key factors to trigger news coverage, according to Brussels-based journalists.

Aidan White, Secretary-General of the International Federation of Journalists (IFJ), explained that journalists demand better conditions for in-depth reporting, investigative journalism and protection of sources, and refers to the Code of Conduct for Journalism and Media in Brussels (see EurActiv.com).  He also pointed out that transparency and ethical guidelines are considered as essential for reporting on interest groups. 

Jérôme Vignon, director of DG Employment and author of the 2001 White Paper on Governance, indicated that the Barroso Commission is more communication-oriented than the previous one, and stated that there is a clear divide within the Commission, between those who handle the media cynically, such as “spin-doctors”, and those who welcome critical and independent reporting. He also underlined the importance for EU Actors to bring added value to the EU debates.

Daniel Verbist, Executive Director of CEFIC, recorded growing interest of journalists in federation views, suggested to position industry as “part of the solution”, and recommended listening to society’s views.

Michael Stabenow, President of API - Association de la Presse Internationale, regrets “spinning exercises” and would favour building trust relations. He indicated that API considers easier access to its members’ co-ordinates and training support. He also confirmed one of the survey’s findings on much greater use of online sources as a basis for reporting.

David Haworth, for the Association of European Journalists, stated that the study was the first Brussels media survey of its kind, albeit “confirming the obvious”. He advocated the local touch, including home-based organizations (for example, the national associations of a federation).

Quentin Dickinson, correspondent for Radio France and Radio France International, suggested to continue the survey in 2007, with a large sample, and to compare the results with Eurobarometer’s. In addition to several practical hints, he recommended building trust relations before a topic becomes hot, “in tempore non suspecto”, so that the journalists could then turn to a known source when the time is right. He stated “ce n’est pas ce qui coûte le plus cher qui est le plus efficace”, advocating one-page background notes and one contact person accessible and multilingual. 

 Beate Gminder from DG Communication said “communicating actor’s positions makes democracy more lively”, which is vital to reach the citizens. 

Martin Westlake, Head of Communications at the European Economic and Social Committee, underlined the importance for EU actors to understand how the media worked and to keep up their visibility.

Tony Long, Director of WWF European Policy Office, stressed that good timing in communication is essential, together with a sound understanding of the EU processes and procedures, in order to try to influence a Commission proposal before it comes out. He also pointed out the importance of leveraging on emotions and using images in order to deliver the message in a distinctive way, and the value of creating alliances with other groups.

Hubert Linssen, of IRU (International Road Transport Union), underlined the need to be factual, by providing credible and balanced information, and the crucial role of face-to-face meetings for effective lobbying.

Bruno Alves, of the consultancy Kellen Europe, explained the media tools for communication strategies for associations and interest groups, highlighting the necessity of a media-relationship plan for an organization to position itself as a player, and the importance of using integrated multiple media channels (e.g. blogs).