1. © EurActiv.com 2000-2005 1 Workshop II: Local Government and communication LOGON Conference Warsaw, 25-26 April In cooperation with CCRE / CEMR and Interreg IIIC ONLINE MEDIA COMMUNICATION: EXAMPLES, TIPS AND PITFALLS By Christophe Leclercq, Publisher@EurActiv.com

2. © EurActiv.com 2000-2005 2 OUTLINE: 1.Who are we? EurActiv example: specialised EU policy communication 2. CrossLingual network in Central Europe 3.Websites from cities and their associations 4.Tips and pitfalls: 1.Content 2.Structure 3.Technical 4.Promotion 5. Questions & Answers: interrupt, but also after the break

3. © EurActiv.com 2000-2005 3 FREE POLICY PORTAL - SAVING TIME Daily EU news LinksDossiers Analysis Interviews Guide Agenda Update Emails/Newsletter

4. © EurActiv.com 2000-2005 4 OPEN PLATFORM FOR EU AFFAIRS DIALOGUE

5. © EurActiv.com 2000-2005 5 EURACTIV ROLE IN EU POLICY-MAKING: -> EU POLICY PORTAL

6. © EurActiv.com 2000-2005 6 Example: LinksDossiers Topic « Corporate Governance » LinksDossiers LinksDossiers - Structure:  background information,  stakeholder positions,  next steps,  plus hyperlinks to key documents produced by institutions, industry federations, NGOs, think tanks and industries.

7. © EurActiv.com 2000-2005 7 AGENDA Your Events in our Agenda with a link to your website!

8. © EurActiv.com 2000-2005 8 EURACTOR MEMBERS PACKAGE CommunicationNetworking 3 Communication campaigns* (10 weeks, visibility in policy sections) Your events in EurActiv Agenda (with link) Feedback meeting on your communication Logo on the EurActor Brussels Members Page Invitation to EurActiv events Inclusion in relevant EurActiv contribution lists & * Value of 7.200 Euros

9. 9 Reaching EU Actors *This is confirmed by surveys from third parties, see http://www.euractiv.com/en/mediaranking 30.525 135.913 Mar 05 1.600.000 Mar 05

10. 10 OUTLINE: 1.Who are we? EurActiv example: specialised EU communication 2. CrossLingual network in Central Europe 3.Websites from cities and their associations 4.Tips and pitfalls: 1.Content 2.Structure 3.Technical 4.Promotion 5. Questions & Answers: interrupt, but also after the break

11. © EurActiv.com 2000-2005 11 EURACTIV CROSSLINGUAL NETWORK OF 11 EU POLICY PORTALS

12. 12 EURACTIV GERMAN VERSION www.euractiv.de

13. 13 www.dnevnik.bg/evropa CROSSLINGUAL NETWORK PARTNER: BULGARIA

14. © EurActiv.com 2000-2005 14 EXAMPLE: RZECZPOSPOLITA, POLAND

15. 15 www.euractiv.sk CROSSLINGUAL NETWORK PARTNER: SLOVAKIA

16. © EurActiv.com 2000-2005 16 OUTLINE: 1.Who are we? EurActiv example: specialised EU communication 2. CrossLingual network in Central Europe 3.Websites from cities and their associations 4.Tips and pitfalls: 1.Content 2.Structure 3.Technical 4.Promotion 5. Questions & Answers: interrupt, but also after the break

17. © EurActiv.com 2000-2005 17 EXAMPLE: SLOVAK CITIES

18. © EurActiv.com 2000-2005 18 EXAMPLE: SLOVENE CITIES

19. © EurActiv.com 2000-2005 19 EXAMPLE: BULGARIAN CITIES, BULG

20. © EurActiv.com 2000-2005 20 EXAMPLE: BULGARIAN CITIES, EN

21. © EurActiv.com 2000-2005 21 EXAMPLE: UKRAINIAN CITIES, EN

22. © EurActiv.com 2000-2005 22 EXAMPLE: LONDON

23. © EurActiv.com 2000-2005 23 OUTLINE: 1.Who are we? EurActiv example: specialised EU communication 2. CrossLingual network in Central Europe 3.Websites from cities and their associations 4.Tips and pitfalls: 1.Content 2.Structure 3.Technical 4.Promotion 5. Questions & Answers: interrupt, but also after the break

24. © EurActiv.com 2000-2005 24 SOME WEB HINTS - CONTENT Write for the web, no ‘brochure turned into webpages’ Do surveys or user panel or editorial board Define the audience, strcutrue accordingly (eg citizens & egov vs policy & press) You are politicla bodies: support debates, link to NGO’s, industry, media, even political parties? And also EU and other countries Of course at least partly multilingual, ‘from any page’

25. © EurActiv.com 2000-2005 25 SOME WEB HINTS – STRUCTURE Organise by topics, or by user group (citizens vs policy/press), not by dpt of your organisation (main problem of Europa website) No Flash presentation: directly homepage Homepage with fresh content (from you or others) Many horizontal cross-references 2 or maximum 3 clicks to any page

26. © EurActiv.com 2000-2005 26 SOME WEB HINTS – TECHNICAL Compatibility with 4 year old browsers, of course not only MS IE No frames ! Facilitate links from outside / steady URL structure Database driven, no flat html: facilitate updates Fast loading time!

27. © EurActiv.com 2000-2005 27 SOME WEB HINTS – PROMOTION Readers don’t come by themselves… communicate on all your own supports (from letterhead to posters) Update email / newsletter (‘opt in’ or legal ‘opt out’: leverage existing BtoB lists) Advertising (online) or co-branding events / publications Work with larger portals (national or specialised, depending on objective) Keep exchanging ideas and learning: moving target!