XII Regional EACD Lisbon Debate over the topic "Public Affairs: enhancing the engagement with EU Institutions", 24th october 2013, presentation by Rosemary Martin de Sousa, EMCDDA

1. Rosemary Martin de Sousa, Head of Communication
EACD Regional Debate, 24 October 2013
EMCDDA communication strategy

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EMCDDA: the EU drugs agency — Who we are
• A decentralised EU agency
• Formally established in 1993
• Based in Lisbon, Portugal
(operating since 1995)
• The hub of drug-related information
in the EU (Reitox network)
• Our mission: to provide factual, objective, reliable and
comparable information on drug use and its consequences

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Our communication strategy
• Communication is a core EMCDDA activity
• Supports our role as public information agency
Rapidly-changing communication
landscape
Audiences with new information-
seeking behaviours
Need to deliver an ever-expanding
set of communication channels
and tools

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Communication goals
Our communication strategy is designed to help the agency:
• provide independent information to the EU and its Member
States so that they can make informed decisions
• enhance the reputation of the EMCDDA as authoritative
source on drugs
• provide a platform for the exchange of expertise and
knowledge
• raise awareness on the European drugs problem

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Integrated communication
Communication not an isolated function at project-end but
an integral part of the agency’s daily scientific and technical
activity
• Responsibility of all staff
• Better use of multidisciplinary expertise
• Early collaboration on content and format
• Increased dialogue with stakeholders and target groups

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Relevance I Quality I Efficiency I Transparency I Consistency
Core values

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Who we are talking to
To deliver a high-quality information service on drugs, we must
develop user-focused products tailored to the needs of
stakeholders and target groups

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Channels and tools
• Website
• Publications
• Scientific publishing
• Media relations
• Social media
• Audiovisual
• Events
Communication channels and tools used to engage with
our key stakeholders and target groups
• Multipliers/networks
• Information and visit requests
• Marketing and promotions

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Multilingual approach
• Speak to EU citizens in their own language
• Streamline multilingual content: needs-based translation
• Focus on quality and consistency: glossary
• Use focal points as national communicators

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Focus on online and interactive content
• Establish emcdda.europa.eu as central information hub
• Prioritise content development for the website
• Improve content management and quality control
• Develop interactive features and data visualisations
• Channel more resources towards web development

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Interactive products

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Integrated product
• European Drug Report 2013
• Reshaped information package
• More timely, interactive and interlinked

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Thank you
Rosemary.de.Sousa@emcdda.europa.eu
emcdda.europa.eu