Transcript EU-communication

TELLING THE STORY | Communicating Cohesion Policy Together
The Challenges of Communicating Cohesion
Policy in one of the less developed and most
depressed regions in Hungary
Barbara KERNER
26–27 November 2007 | Brussels
Participation in 64 international organizations (EBRD, EIB, EU, FAO,
G-9, IBRD, ILO, IMF, Interpol, NATO, OECD, UN, UNESCO, WHO etc. etc.
The Republic of HUNGARY
• Capital: Budapest
• Government type: parliamentary democracy
• Population: 9,956,108 (July 2007 est.)
2% of EU population (13th place in EU rank)
• Area: 93,030 Km² | 2.1% of EU area
• Currency: Forint (HUF)
• Administrative divisions: 19 counties + 23 urban counties + 266 cities
+ 2856 villages = Total settlements: 3145
• GDP composition by sector:
agriculture:
industry:
services:
3.4%
31.5%
65.1%
The Republic of HUNGARY
• GDP per capita: 66% of EU average
• 0.95% contribution to total EU budget
1.73% expenditure of total EU budget
• Unemployment rate: 7.4%
• Inflation: 6.4% | 5th place in EU rank
• Minimum wage: approx. 266 EURO
• Public dept: 64.9% of GDP
• Human Development Index
(poverty/GDP per capity; education; health/life expectancy)
20th place in EU rank
7 STATISTICAL REGIONS
NUTS 2 level
19 COUNTIES
NUTS 3 level
2007–2013
BARANYA COUNTY
Region: South-Transdanubia
County seat: Pécs
The southern most county of Hungary,
it covers a surface of 4,487 square kilometres.
Borders: Danube River, Dráva River, Croatia,
Somogy & Tolna counties
The highest point is Zengő at 682 m
Population: 402 700
Settlements: 302
Largest number of minorities:
Germans 34%, Southern Slavs 32%,
Bulgarians, Greeks, Gypsies, Polish, Armenians,
Romanians, Ruthenians, Slovaks,
Slovenians and Ukrainian
South Transdanubia
 One of the less developed regions.
 Poor accessibility from the foreign and domestic economic centres. The road and
railroad network is of low quality and incompletely constructed, 1/3 of the region’s
settlements are dead-end settlements.
 The crisis in South-eastern Europe and the decline of heavy industry and mining
had severe impact on its economy which could not have been counterbalanced by the
extremely low influx of foreign investments (hardly 2 % of the capital invested in the country
came to this region)
 The ratio of active SME-s is the lowest here in a national comparison and there are
no big companies around which groups of supplying small enterprises could develop.
 The region has a substantial R&D capacity outstanding of the country average that
is, however, limited to the Pécs University centre.
 Decrease of population, increasing migration (unhealthy lifestyle, and bad living
conditions, ageing, high level of unemployment that in some places is up
to 30%, average gross salary much under the national average)
 Outstanding agricultural – ecological potential, but its efficiency of production
is low due to the lack of capital and its structure of land ownership characterised
by small, segmented plots of land.
 The most competitive sector is traditional grape and wine culture. Although
tourism is rather seasonal based on Lake Balaton, thermal and wine tourism,
as well as the World Heritage City of Pécs, plays an important role in the
economy of the region.
 Peripheral situation both in international and domestic aspects. Its
transportation system is characterised by the complete lack of motorways in
North – South and East – West directions, poor network of railways, inadequate
number of bridges and border crossings. The underdeveloped network of
regional roads weakens internal cohesion. Appropriate roads connecting the
county capitals are missing and there are too many isolated and inaccessible
villages.
EU-communication in the Region
FOUNDATION & SPONSORSHIP
 12 May 2000 in Europe House – Pécs
 Ministry of Foreign Affairs (IPE network)
 Prime Minister’s Office (2004)
 The Representation of the European Commission
DG Communication
 General Assemblies of the three Counties
(Baranya, Tolna and Somogy County)
Communication Priorities | 2007
 Treaty of Rome | 50th Anniversary
 European Year of Equal Opportunities for All
 Growth and Jobs
 Constitutional Treaty
 Single Market, Consumer Protection, flexicurity
 ERASMUS programme | 20th Anniversary
 Research and Innovation
 Energy for a Changing World
 Fight againts terrorism and crime, imporved border controls,
Schengen
 Cohesion and Regional Policy between 2007–2013
Communication Priorities | 2007
 II. National Development Plan
 Ageing Europe, Ageing World
 Further Enlargement of the EU
 Settle and work in an other country
 The Bologna Process
 The EU in the World
 German Presidency
 Portugal Presidency
 Up-to-date news from EU institutions etc.
Target Groups | Steakholders
 Youth | elementary schools, high schools, University of Pécs
 Decision makers, civil servants, municipalities
 Civil society, NGO’s
 Teachers | elementary schools, high schools, University of Pécs
 Local and regional MEDIA
 Pensioners
 Farmers
ANYBODY who needs information about the European Union
EU-communication | Past … Present … Future
 Before the Referendum on EU accesion
1999 – March 2003
 After the Referendum, before EU accession
March 2003 – May 2004
 After EU accession
since 2004
Tools of Communication
 General information at local level (customer service office, internet)
 Special focus on Call for proposals (launch)
 Special focus on Project results
 Special focus on Partnership
Events (special focus on hardly accessable target gropus)
 Mediacommunication | Press relations
 Trainings | lectures
 Publications
Some important implemented projects, conferences | Event organizing
2007
• The road that links – Hungarian-Croatian conference on the V/C Transeuropean Corridor
• Together in EUrope – past, present and future – conference on the 50th Anniversary
• Ecological Region of the Drava River, Interreg IIIA programme – international conference
• Integrating Ethnic Minorities, Assembly of European Regions (AER) Committee Social
Policy & Public Health” – international conference and workshop
2006
• PRINCE EU information project – Baranya, the best EU-informed rural county in Hungary
(EU road-show in the villages of Baranya County, production of brochure, organization of final
conference)
• CIVITAS TRENDSETTER project final international conference – The challenges and
opportunities of Hungarian large towns focussing on transport development within the
framework of the II. National Development Plan
• Alps-Adriatic Working Community – II. Youth Researchers’ – international conference and
festival
2006
„Exploration of economic co-operation opportunities in Baranya County and OsijekBaranja
PHARE CBC project – international closing conference
ToolsCounty”,
of Communication
Learning Regions and Cities Promoting Active Citizenship, Committee of the Regions
(CoR) Commission for Culture, Education and Research – international seminar
The World Heritage sites of Pécs – utilization of the sites for heritage tourism purposes
project (Regional Operative Programme, I. National Development Plan) – television forum
Dialogue for strenghtening European development – conference of the European
Parliament and the National Assembly of Hungary
2005
• CASE - Cities Against Social Exclusion, Interreg III C project – international conference
• Croatia’s European Union Accession Process (The Alps-Adriatic Working Community
and the Local, Regional Challenges) – international conference
• 5th Anniversary of the Info Point Europe of Baranya County – 5-day conference, 1 day
dedicated to the regional policy of the EU
• Alps-Adriatic Working Community – Working Group „EU-Relations“
• Conference for the equal treatment of the Disabled, Town Twinning Active citizenship
project – international conference
2004 | Successful Municipalities of Baranya County in the enlarged EU – conference for
the mayors of the 302 settlements about best practices
2003 | The chances and challenges of the Hungarian municipalities in the European
Union, 3-day summer university
Total budget of the Europe Direct Relay before EU acession
36,000 EURO / year
Total budget of the Europe Direct Relay after EU acession
24,000 EURO / year
Budget only for the communication of EU funds in the region
48,000 EURO / year
Regional Development Agency
SWOT Analysis
Strenghts
– more results and benefits to
communicate
– positive messages
– success stories
– unified institutions
– part of communication strategy
Opportunities
– trainings (media, multiplicators)
– more funds for communication
Weaknesses
– bureaucracy
– complicated procedures
– complicated terminology
Threats
– EU-scepticism
– too many institutions (scepticism)
– moderate interest of the media
towards positive results
– recent corruption affairs
Future must be invented –
not discovered
Dennis GABOR
The Nobel Prize in Physics 1971
Thank you for your
kind attention!
Barbara KERNER
[email protected]