1. THE MEDIA AND EUROPEAN REGIONAL POLICY :
KEY FINDINGS
SFIT – 5 December 2006
Study realized on behalf of the DG REGIO

2. THE MISSION

3. OBJECTIVES & METHODOLOGY
Respond to 4 questions :
 How is the EU (European affairs in general) covered by the media?
 How is European regional policy covered by the media?
 What lessons can be learned?
 How can media coverage of European regional policy be enhanced?
Desk research
Interviews
Surveys
DG REGIO press review
▪ Online survey of 850 journalists specialised in European affairs
▪ Survey of officers communication officers of 40 MA 
January to May 2006 :
▪ 839 press articles
▪ 591 audiovisual transmissions
▪ AIM Project
▪ Herbillon Report
▪ Eurobarometer
▪ A study by the Eco.& Soc. Committee and the AEJ
▪ 30 journalists specialised in European affairs in 6 MS
▪ Press officers in the EC representations in 14 MS

4. How is the EU (European affairs in general) covered by the media?

5.  National written press gives most coverage to European questions
TYPE OF MEDIA
 National written press gives most coverage to European questions
 Differences between broadsheets and tabloids
 Differences between public TV&radio and commercial TV&radio
IMAGE PORTRAYED
 Generally positive in all the countries surveyed, except English media

6. Subjects least covered
Subjects most covered
Economic and financial affairs
Consumer protection
Budgetary control and the Stability Pact
EU enlargement
Mainly in the old MS
European policies that have a direct relevance to the country concerned:
European regional policy (Mainly Poland + the other new MS)
E.g.: The Spanish media give considerable coverage to European policy on combating terrorism and immigration
Agric. and rural dev. (Poland, Ireland, France, Hungary, Spain)
In all MS
By MS
Environment
Fisheries (Germany, Hungary)
Science & research,
Agriculture (Germany)
Education & culture,
Social affairs (Italy, Estonia, Czech Republic, Spain)
Development aid
Subjects least covered

7. SOURCES OF INFORMATION
WRITTEN PRESS TV
Foreign newspapers
Daily briefing by the EC
National and international press agencies (REUTERS, AP, ELTA, BNS…)
Informal contacts
Websites (e.g.: the EU website, EUobserver, Europolitics, EU Portal, EurActiv)
Press releases and official documents from the EC and the EP
International press agencies
Euronews
Europe by Satellite
EBU (European Broadcasting Union)
BBC
Audiovisual documents published by the European institutions …
Financial Times = one of the most useful sources of information
Personal and informal contacts = important sources of info.
KEY
POINTS
Official information coming from the EU are often criticised
Info. too detailed, too technical, too abstract, "bureaucratic jargon“, more communication than information
a more favourable attitude to information coming from the EP

8. How is European regional policy covered by the media?

9. SOURCES OF INFORMATION
TYPE OF MEDIA
Written press (in particular regional press)
Overall Image
Generally positive in all the countries surveyed
IMAGE PORTRAYED
Differences by media type
Audiovisual media seem to portray a more positive image than the written press
Evolutions perceived approaching 2007
Image portrayed seems to become more negative (reduction in funding after 2007, current management of the SF)
More or less the same as for European policy in general
SOURCES OF INFORMATION
Managing Authorities
DG REGIO
County administrations
EU representations
Ministries that coordinate EU regional aid
website, newsletters, publications, press releases…

10. Subjects least covered
Subjects most covered
Period :
SF intervention: financing of projects
SF expenditure
SF administration
New MS
Period :
Future allocation of SF within the State
(between regions, ministries, …)
Financial/budgetary questions linked to the current or future programming period
Period :
Budget allocation between the MS
Reduction in Structural Funding
Old MS
Period :
Structural Funds intervention
In all MS
By MS
General principles of regional policy (regulations and procedures, implementation, evaluation, etc.)
Fisheries – FIFG (Poland, Germany)
Research and innovation
NICT
Subjects least covered

11. KEY POINTS
 Audiovisual media = more coverage to projects co-financed in the current programming period
 Media in the new MS = they focus on co-funded projects more than the old MS do
 Approaching the new programming period : in media coverage of topics related to the management of the SF
 Official visits and interventions by Commissioner Hübner = well covered by the media

12. What lessons can be learned?

13. LESSON 1 : For European citizens, television is the preferred source of information on the European Union
In all MS, the written press gives by far the most coverage to European issues
If European issues are difficult for all branches of the media to sell, the problem seems to be even more pronounced for television

14. Focuses principally on 4 categ. of info.
LESSON 2 : Several conditions must occur in order to make media disseminate information
CITIZEN EU
▪ Info. having a direct impact on the daily lives of citizens (at national and local level)
▪ Comparative analyses of specific issues affecting the everyday lives of citizens
▪ Official visits by a Commissioner or a senior representative of the EU
▪ Conflicts, crisis, controversies
▪ Understanding of info.
▪ Available sources of info.
▪ Access to info.
▪ Interest of the public in these subjects
▪ The level of knowledge and expertise of journalists
Influence media treatment of questions relating to European regional policy
MEDIA
Focuses principally on 4 categ. of info.

15. LESSON 3 :In comparison to other target groups, relations with journalists require particular attention
This is a « customer-supplier » relationship rather than
« financier-beneficiary »
LESSON 4 : Regional media are very important because they reach a public not aware of EU affairs
 Regional media are one of the most important opinion-makers

16. How can media coverage of European regional policy be enhanced?

17. Journalists’ expectations
▪ Data and studies which allow comparisons between MS and between regions
▪ Simple, concise, illustrated doc. related to subjects which show the practical implications of European regional policy
(success stories & good practices + press kits)
▪ Information via the web + updated database of journalists
▪ “Model” projects visits
▪ Meetings, thematic seminars and training sessions on European regional policy + invitations to Brussels
▪ Co-production of films or short reports for TV in regions & MS
▪ Visits by the Commissioner and other senior Commission officials at local level
▪ Sources of info. on matters relating to European regional policy
RECOMMENDATIONS
MAs’ expectations
 Be proactive in your relations with the media :
▪ Develop informal contacts
▪ Be more accessible & visible
▪ Collaborate more with the press officers in the EC repr. in the MS
 DG REGIO develops actions directly addressed to journalists
▪ seminars and training activities
▪ projects visits
▪ special meetings
▪ specific information tools (website, newsletters, best practices, success stories…)
▪ networks between different journalists’ organizations
▪ co-funding of initiatives promoting media coverage of EU issues
 Develop actions specifically targeted at the media :
▪ Adapt actions according to the type of media and by country
▪ Focus actions on regional media
▪ Insist on success stories & best practices + website info.
 Create a prize for schools of journalism
 Equip MAs with tools to enhance their relations with the media
 DG REGIO develops specific actions directly addressed to MA
▪ seminars and training activities
▪ organization of EU visits to Member states
▪ production of clear definitions for I&P requirements for
 Encourage more active MA's communication with media
 Make the MAs the real information points on European regional policy