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Brussels advocacy for candidate countries

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A short summary on how to best represent countries aiming to become members of the European Union with Brussels stakeholders.

A short summary on how to best represent countries aiming to become members of the European Union with Brussels stakeholders.

Published in: News & Politics

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  • 1. Brussels advocacy for Candidate Countries A short introduction to applied Public Affairs services George Ellis Ruano, Director www.gellis.com
  • 2.
    • The message
    • Ensure very strong messaging aligned to what EU audiences want to hear (e.g. Copenhagen Criteria)
    • Address and counter prevailing misconceptions/fears
    • Acknowledge EU’s concerns, explain how change will come about
    • Avoid platitudes – highlight positive distinctions
    ● General considerations (2/8) www.gellis.eu
  • 3.
    • The Tactics
    • Shift debate away from ‘blocking issues’
    • Capture positive momentum of EU ambitions
    • Build on endorsers & multipliers
    • Train involved policy officers / politicians
    • Internal communications (ministry officials)
    • Work closely with local diplomatic staff
    ● General considerations (3/8) www.gellis.eu
  • 4.
    • Client: Government of the Republic of Slovenia
    • Issue: Enhancing Slovenia’s image ahead of EU & NATO membership negotiations
    • Approach:
    • Enhance the visibility of Slovenia within the EU, accentuating its progress towards achievement of the Copenhagen criteria for EU accession and advocating its credentials as a NATO member
    • Ensure continuous monitoring and rapid response to policy developments, providing assistance in breaking and managing stories
    • Ensure media support for official visits by members of the Slovenian government to Brussels; organised numerous press trips to Slovenia
    • Act as spokesperson at key EU events
    • Provide editorial outreach (quarterly newsletter)
    ● Gellis case study 1 (4/8) www.gellis.eu
  • 5.
    • Client: Government of the Republic of Slovenia
    • Issue: Enhancing Slovenia’s image ahead of EU & NATO membership negotiations
    • Results:
    • Moved from a non-image to a positive image of Slovenia among key EU audiences and multipliers
    • Supported Slovenia’s EU & NATO membership bids
    • Blocking issues defused
    • Significant positive media coverage
    • High visibility at EU events (Councils, ministerial visits, Think Tanks)
    • Positive feedback from newsletter readers (press, PermReps, etc.)
    ● Gellis case study 1 (5/8) www.gellis.eu
  • 6.
    • Client: Government of the Republic of Serbia
    • Issue: Re-start of formal EU integration procedure EU membership being ultimate, long-term goal
    • Approach:
    • Establish Brussels Press office
    • Align Messaging Architecture to Copenhagen criteria
    • Organise stakeholder outreach
    • Monitor / communicate relevant EU institutional activities
    • Support official visits & organise press trip to Serbia
    • Streamline internal communications – ministry officials in charge of EU integration
    • Produce quarterly newsletter Serbia InSight
    ● Gellis case study 2 (6/8) www.gellis.eu
  • 7.
    • Client: Government of the Republic of Serbia
    • Issue: Re-start of formal EU integration procedure EU membership being ultimate, long-term goal
    • Results:
    • European Commission re-launched Feasibility Study into opening negotiations for Serbia-Montenegro SAA
    • Attention of media and political players shifted away from blocking issues (State-Union, ICTY, Kosovo) to concrete achievements of Serbia in terms of EU integration
    • Heavyweight allies signed up to endorse Serbian position
    ● Gellis case study 2 (7/8) www.gellis.eu
  • 8.
    • George Ellis Ruano
    • [email_address]
    • +32 (0)2 650 00 10
    • www.gellis.com
    ● Last slide! (8/8) www.gellis.eu For more information contact