Module I: Addressing the Press & Decision-makers

09:00

 EU Lobbying and Communication - Two Sides of The Same Coin
• Complexity of the EU legislative system: a great lobbying opportunity
• Who is your target audience: Commission, EP, Council/Member States, Industry, Press, NGOs
• Analysis of a sample position paper and conclusions of do-s and don’t-s
10:00

Make it Stick - 7 Principles of EU Communication with Impact
• 7 principles of creating a powerful communication impact... and what not to do
• Examples in an EU affairs context
10:30 Break
10:45

Making the Most of European Public Events
• Make an impact: EU public consultantations, Industry events, Brussels conferences
• Key to effective public presentations in an EU context
11:45 E-mails & Press Releases
• E-mails and letters to EU officials
• Writing a press release – case study and practical tips
• The journalist’s view: what makes a press release worth quoting?
12:30 Meet the Press (Print, TV and Online)
• Talking with and talking to journalists (on the record, off the record)
• Line to take and targeted messages
13:30 Lunch break
14:30 Briefing For the Camera Exercise
• Background and technical information
• Case study and role play to simulate a live interview
15:00 Live Recording of Interviews In Groups
16:30 Review and Analysis of Recorded Camera Exercises in Groups
• Participants analyze their own and fellows’ interviews
• Feedback, advice and conclusions drawn in groups
17:30 Operational conclusions
18:00 End of the seminar