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.

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Brussels advocacy for candidate countries

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

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