Association Communication – how to work with the EU media

On the 2nd of April 2015, I was invited by Kellen Europe as one of the panellists during the Brussels event Euroconference 2015. I had promised the participants that I would not use a PowerPoint presentation, but that I would publish a blog message about some ideas on working with the EU affairs media. I will share this content also with other interested persons working in the area of communication for EU federations.

There are approximatively 1000 accredited journalists in Brussels, representing:

Ø  National correspondents from EU member states (like TF1, Le Monde, France Press, etc)

Ø  National correspondents from non-EU countries (journalists from China, Africa, etc)

Ø  International correspondents (like Financial Times, Reuters, Bloomberg)

Ø  Sectorial specialists (like Chemical Watch, ENDSEurope)

Ø  EU specialists (less than 5% of the Brussels based journalists)

Why do you need to interact with the Brussels media?

Ø  To communicate your position regarding the legislative process

Ø  To move an issue up in the policy agenda

Ø  You are organising an event

Ø  Your President is coming to Brussels

Ø  You are publishing a study

The important mix in your strategy to approach a journalist:

Ø  Policy hook

Ø  Relevant timing

Ø  Something to say

Practical advises, if you what to approach the EurActiv Media:

How do the journalists choose stories and links?

Ø  Monitoring EU institutions and private sector

Ø  Decide on coverage when relevant for EurActiv’s policy section

Ø  Balance fact-based reporting – not only based of one press release (media of the EU stakeholders)

Ø  Weekly planning on Monday morning (9:30 – Brussels & 11:00 – Network)

Ø  Long-term planning for LinksDossiers, Special Reports and policy news

How to inform the journalists about your policy papers?

Ø  Identify the relevant policy section (call for info the general number 02-226 58 10)

Ø  Contact the relevant section co-ordinator

Ø  See if EurActiv has a LinksDossier on the topic

Ø  Still subject to editorial decision

Ø  Do not forget about the language and EurActiv Network (present in 12 EU capitals + Serbia + Istanbul)

What would a journalist like?

Ø  Have a clear website (who you are and what you represent)

Ø  Anticipate the dynamics of EU legislation

Ø  Send your message to the correct journalist (press release, policy paper, report, etc)

Ø  Call in order to offer extra information

Ø  Scope regarding a specific dossier

Ø  Be on Twitter – active, retweet, engage with the journalist on social media

Ø  Have an opinion blog – launch it for free on EurActiv’s blog platform www.blogactiv.eu

DO NOT FORGET: You can also submit an opinion (Op-ed) – see the conditions at www.euractiv.com/opinion (750 words, picture, etc)

Regarding press conferences – no, please! Especially if you are a niche organisation!

More information regarding the communication of EU federations at:

Brussels: The list of the Interest Groups

Branding federations in EU Affairs

Communication Budgets of Brussels’ EU Affairs stakeholders

Dan LUCA / Brussels

pr@euractiv.com

@DanLucaEU