euractiv - association orée · 2009-07-03 · !!euractiv and european voice are the two leading...
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EurActiv Le média de référence sur les politiques européennes
11 portails politiques européens
590 000 lecteurs par mois
370 000 lecteurs par mois 207 000 lecteurs par mois
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Blogactiv.eu
Portails pays: 9 langues Partenaires:
Lancement en mai 2009.
!"#$%&'( .bg
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Polska .pl
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Europäische MultiplikatorenMedien GmbHde
Reconnecter les débats nationaux et
européens
Transparence
Equilibre
Efficacité
Rôle et influence d’EurActiv tout au long du
processus politique
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Parlement
Etats-membresRégions
Elaboration de la position française .fr
Prise de position des acteurs à Bruxelles .com
Transposition .fr
EurActiv : Information & transparence des acteurs européens
Européennes 2009 Publication du trombinoscope et des biographies des 100
candidats éligibles au Parlement européen
Politique26%
Institutionseuropéennes
Collectivitéslocales
Administrationfrançaise
Multiplicateurs35%
Médias
ONG &think tanks
Experts &milieux académiques
Autres
Grandes entreprises& PME
Entreprises31%
Fédérations& syndicats
8%
7%
8%
7%
6%
17%
12%
23%
12%
Audience : les acteurs du débat législatif
européen
Source : Enquête de lectorat EurActiv.fr, avril 2009
0
20
40
60
80
100
120
Une audience en croissance
Source : Google Analytics
k
Pages vues
Visiteurs uniques absolus
100 000 pages vues
40 000 visiteurs uniques
Sources de revenus
Revente de contenus
Appels d’offre
Fondations, subventions
Publicité
Partenariats
etc.
etc.
Enquête EurActiv.com
« Comment évoluent les pratiques
de lobbying des entreprises à
Bruxelles ? »
• ! Cible: Représentations des Entreprises à
Bruxelles
• ! Dissémination: Emails ciblés
• ! Méthode: Collecte en ligne
• ! Survey period: 8 Oct.- 27 Nov. 2008
• ! Number of respondents: 67
• ! Qualitative and indicative survey
10
Méthode
© EurActiv.com, May 2009 Corporate Survey 2009
1.! Management
2.! Federation Membership
3.! Communication & Advocacy
4.! New Media
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Structure
© EurActiv.com, May 2009 Corporate Survey 2009
I. Management
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© EurActiv.com, May 2009 Corporate Survey 2009
13
I. 1. Combien de personnes travaillent dans
votre Représentation à Bruxelles?
! !Les équipes des réprésentations des entreprises à Bruxelles sont plûtot de petite taille.
70% des sondés déclarent avoir moins de 6 employés permanents.
© EurActiv.com, May 2009 Corporate Survey 2009
14
I. 2. Comment mesurez vous le succes/
l’impact/ de votre Représentation à Bruxelles?
! L’objectif principal des représentations permanentes à Bruxelles 1) avoir un impact sur la
législation européenne (84%) et 2) être identifier par les parties prenantes européennes –
particulièrement les institutions européennes (80%).
© EurActiv.com, May 2009 Corporate Survey 2009
15
I. 3. What is your main body for EU affairs
decisions…
!! Pour émettre des positions, la prise de décision est plutôt décentralisé: 74% des représentations prennent
les décisions elles même ou en coopération avec le siège
!! La mise en place de la stratégie de communication externe est plus centralisée, pour presque la moitié des
sondés les décisions sont prises au siége de l’entreprise
© EurActiv.com, May 2009 Corporate Survey 2009
II. Federation Membership
16
© EurActiv.com, May 2009 Corporate Survey 2009
17
II. 1. De combien de fédérations votre
entreprise est-elle membre?
! 95% des entreprises sont membres d’au moins 2 fédérations dont 49 % déclarent
appartenir à plus de 5.
© EurActiv.com, May 2009 Corporate Survey 2009
18
Comparaison 2007/2009 - De combien de fédérations
votre entreprise est-elle membre?
!! L’adhésion des entreprises aux fédération est en augmentation: La moitié des entreprises
sondées déclarent appartenir à plus de 5 associations alors qu’elles n’étaient que 25% en
2007 ( 2007EurActiv Survey of corporates).
! Seulement 5% d’entres elles déclarent ne pas appartenir à une fédération ou seulement à
une seule (26% en 2007)
© EurActiv.com, May 2009 Corporate Survey 2009
19
II. 2. Comment évalueriez vous l’évolution des
adhésions des entreprises au niveau européen dans
les prochaines années?
! 82% des entreprises sondées pensent que les adhésions des entreprises aux
fédération devraient rester stable ou augmenter légérement.
© EurActiv.com, May 2009 Corporate Survey 2009
Fédération européenne
Entreprise A Entreprise
B
Fédération pays A
20
Des adhésions directes de plus en plus
utilisées
Fédération européenne
Fédération pays A
Entreprise A
Entreprise B
Fédération pays B
Entreprise C
Entreprise D
Schéma « classique » Adhésion directe
21
II. 3. What do you consider to be the biggest
challenge faced by your federation(s)?
! According to corporate respondents, the biggest challenge faced by federations
is the difference among members’ interests (69%).
© EurActiv.com, May 2009 Corporate Survey 2009
22
II. 4. How often is there direct contact
between you and your federation(s)?
! 73% of the corporate respondents are in contact with their federation at least on a
weekly basis, and among them 26% are in contact daily.
© EurActiv.com, May 2009 Corporate Survey 2009
23
II. 5. What is the main added value of your
federation membership?
! ! The main value-added of federation membership are to have an impact on EU
legislation, networking, and to build corporate reputation at EU levels (see also I.2).
© EurActiv.com, May2009 Corporate Survey 2009
24
II. 6. How important are federations, consultants and (ad hoc)
industry coalitions for the achievement of your public affairs
objectives?
! Federations and especially ad hoc industry coalitions are regarded by more than
90% to be important to achieve their public affairs objectives.
! By contrast, less than 50% regard consultancies as important, with only 13%
believing them to be essential or very important. This confirms survey findings of 2007.
© EurActiv.com, May 2009 Corporate Survey 2009
25
II. 7. How do you view the relationship between
(ad hoc) industry coalitions and federations?
! According to 77% of the companies responding, industry coalitions and federations are
considered to be complementary.
! This confirms the 2007 survey results, which indicated that both are very important to
achieving their EU affairs objectives (see II.6).
© EurActiv.com, May2009 Corporate Survey 2009
III. Communication &
Advocacy
26
© EurActiv.com, May 2009 Corporate Survey 2009
27
III. 1. In your external communication, which
media are more relevant?
! International media and specialised EU affairs media are the most relevant media in
companies’ external communication.
© EurActiv.com, May 2009 Corporate Survey 2009
28
III. 2. Which general media do you use as a
source of information on EU policies?
! Among general media, the Financial Times and press agencies are the principal
sources of information on EU policies for corporate leaders.
© EurActiv.com, May 2009 Corporate Survey 2009
29
III. 3. Which European specialised media do you use as
a source of information on EU policies?
! !EurActiv and European Voice are the two leading European specialised media.
! !"Euractiv is the outlet with the most MEP readers per week », says a survey
published by Fleishman Hillard in June 2009. 72% of MEP readers read EurActiv at
least once a week. (110 MEPs responded to their survey, conducted between 1 April
and 1 May 2009.)
© EurActiv.com, May 2009 Corporate Survey 2009
30
III. 4. What would you be prepared to do to
get more attention from the media?
! Companies are most prepared to ensure online background information, call journalists directly, and facilitate access to top company representatives.
! Online communication of their policy positions is placed less prominently.( despite the interest of the media in such tools, see EurActiv media Survey 2007)
! Only 10% are inclined to issue more press releases.
© EurActiv.com, May 2009 Corporate Survey 2009
31
III. 5. Do you use consultants to
communicate and advocate your issues?
! Only 7% of companies responding claim to use consultancies on a regular basis,
while 57% never use them at all.
© EurActiv.com, May 2009 Corporate Survey 2009
32
III. 6. For which of the following areas do
you have a standard budget line?
! 78% of the corporate respondents have a standard budget line for memberships, 67% for
events.
! Less than half have designated communication and consultancies budgets.
© EurActiv.com, May 2009 Corporate Survey 2009
33
III. 7. What is your total annual budget for public affairs/
EU communication (excluding staff costs)?
! Half of companies responding have medium or large budgets (more than 250.000 !).
© EurActiv.com, May 2009 Corporate Survey 2009
34
III. 8. Does it make a difference to you as a potential client, that
consultants you plan to work with are members of a public affairs
association and subscribe to its ethics code?
! 60% of corporate representatives regard the subscription to an ethics code as
important or very important in their choice of consultants.
© EurActiv.com, May 2009 Corporate Survey 2009
IV. New Media
35
© EurActiv.com, May 2009 Corporate Survey 2009
36
IV. 1. What is your personal experience of
blogs?
! Companies responding are mostly passive readers of blogs (68%).
© EurActiv.com, May 2009 Corporate Survey 2009
37
IV. 2. What is your professional experience of
blogs? Do you see them as:
! Even though corporate representatives do not generally have strong opinions
about blogs, they are twice as likely to see them as an opportunity rather than a risk.
See trends with 2007 © EurActiv.com, May 2009 Corporate Survey 2009
38
Trends 2007/2009 - What is your professional
experience with blogs? Do you see them as
! Compared to 2007, little has changed in the perception of blogs
© EurActiv.com, May 2009 Corporate Survey 2009
39
IV. 3. Does your company plan to use blogs and/or
online forums as part of its communication strategy?
! Already 17% of corporate respondents claim to monitor certain blogs regarding their
topics as part of their communication strategy and only 17% already use or plan to use
blogs in 2009 or later.
See trends with 2007 © EurActiv.com, May 2009 Corporate Survey 2009
40
IV. 4 Does your company plan to use online videos as
part of its communication strategy in the coming years?
! Videos are more frequently used than blogs: 41% of companies already use videos
proactively, while only 11% run blogs.
© EurActiv.com, May 2009 Corporate Survey 2009
41
Trends 2007/2009
In the coming years does your organisation plan to use online
videos as part of its communication strategy?
! Videos are increasingly important as a communication tool: 41% of companies already
use videos proactively in 2009, whereas only 13% in 2007 claimed to do so.
© EurActiv.com, May 2009 Corporate Survey 2009
42
IV.5. Does your company use content syndication (automated
inclusion of headlines or text, RSS or other technology) on its
website or intranet?
! Half of companies use content syndication, while, on the other hand, 41% have
no plans to do so.
© EurActiv.com, May 2009 Corporate Survey 2009
43
Trends 2007/2009
Does your organisation use content syndication (automated inclusion of headlines or text, RSS or other technology) on its website or intranet?
! Corporate use of content syndication on their website or intranet has increased.
© EurActiv.com, May 2009 Corporate Survey 2009
44
IV.6. Which web service(s) do you use to
receive “online” information?
! ! Newsletters by emails remain the most popular web-based information service used
by corporate representations. Web alerts are also used by more than half of the
respondents.
© EurActiv.com, May 2009 Corporate Survey 2009
• ! Renouvellement Parlement
• ! Nouvelle Commission
• ! …
45
A l’agenda actuel
© EurActiv.com, May 2009 Corporate Survey 2009
Appendix
46
Notre offre
1.! Editorial
2.! Evènements
3.! Communication en ligne
1. Dossiers L’état des lieux d’un sujet de politique européenne
• ! Structure
• ! Calendrier des principales
étapes
• ! Contexte
• ! Enjeux
• ! Positions de l’ensemble
des parties prenantes
• ! Liens vers les documents
clé des institutions UE,
entreprises, think tanks et
articles de presse
1. Dossiers
Les contenus les plus consultés
• ! Une table ronde avec les acteurs clés
d’un dossier
• ! Un thème, des intervenants et des
invités définis avec le partenaire
• ! Un cadre de standing institutionnel
(Représentation de la Commission en
France, etc.)
• ! Des discussions en off
• ! Un temps réservé au networking
• ! Logistique gérée par EurActiv
2. Ateliers EurActiv
Déroulé type
• ! 8h30 – 8h45 Accueil des participants / networking
• ! 8h45 – 9h30 Tour de table et débat
• ! 9h30 – 10h15 Echanges intervenants / participants
2. Ateliers : deux exemples
• ! Promouvoir vos évènements, publications et activités
• ! Devenir une source d’information pour les acteurs européens
• ! Augmenter les visites sur votre site Internet
3. Communication en ligne
Encadré dans notre newsletter
14K abonnés Bannières de publicité
53
• ! The majority of respondents are supportive of transparency...
• ! … but corporates register more than federations…
• ! … and half of consultancies do not intend to register at all: best informed but most critical.
• ! A majority of organisations spends half or more of their EU public affairs budget in Brussels…
• ! … but 25% or less on direct lobbying.
• ! Specific points need to be clarified, including financial disclosure, and the distinction between public affairs and direct lobbying.
ETI - Some Highlights from Surveys 2009:
© EurActiv.com, March 2009
Contacts
EurActiv Brussels Network Office
Senior Public Affairs Manager : Ross Melzer
Publisher : Christophe Leclercq
EurActiv France
Responsable affaires publiques : Chloé Moitié
Directeur : Jean-Christophe Boulanger
Responsable événementiel : Thomas Lefebvre