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European Integration Archieves » Communication campaign 2006

"INFORMATION FOR INTEGRATION"
MEI 2006 Communication Campaign

Background
The MEI Communication Strategy of 2005 capitalized on the results of a sociological study conducted by MEI in December 2004. The qualitative study (using focus groups) identified the information needs and expectations of three target groups, some of which were selected on the basis of their capacity to disseminate information and others on the basis of their need for information: students, SMEs managers and active women from the urban area. 
The study outlined the main directions of the information and communication campaign of 2005, which reached higher education communities, entrepreneurs and women as well as students and teachers in the secondary schools, the public administration, the internal audience (the MEI staff) and the wide public through relations with the media and means such as the MEI Information Point, the MEI Web Site, the Euro-Dispatcher, the MEI events and publications.
 
The assessment of the results of the communication projects carried out in 2005 led us to the following conclusions:
- information programmes for the rural areas must continue through public opinion leaders (mayors, teachers) as well as through women, a less informed but influential group. According to the rural Eurobarometer, the main local sources of information, in descending order, are the following: the mayors - 65%, the local counsellors - 34%, the priests- 20% and the principals and teachers in primary and secondary schools - 6%.
- the business community continues to be one of the target groups directly and immediately affected by Romania’s accession to the EU. The participants indicated through the questionnaires a need to meet and discuss with specialists issues such as environment, telecommunications, taxation, consumer protection, food safety, etc.
-  experts from the public administration have a constant need for information and programmes in the field of European policies and management of structural funds
- the level of information of the wide public is higher than one year ago but information efforts must be carried on by  communicating in a language understandable to the average citizen about the main aspects of the process of Romania’s accession to the EU
- the internal audience - the MEI staff - needs to strengthen internal cohesion and interdepartmental communication through regular meetings and exchange of information about the programmes and projects underway; the status of integration advisers definitely needs to be strengthened by providing a standard position description and by including the occupation in the Romanian Occupation Classification.

On January 24, 2006 the results of the last Eurobarometer were made public. The survey showed that Romanians want to learn more information about the European Union and particularly about the rights of the European citizen, the movement of the labour force and the functioning of the European institutions. 

The MEI 2006 Communication Campaign proposes a programme of communication activities  (ANNEXE 1) based on the information provided by:
- Eurobarometer 63 (carried out in September 2005)
- the report of the study “Elites of Rural Romania About the European Integration” conducted by the Delegation of the European Commission
- the impact assessment of the “Information for Integration” campaign carried out by the Integration Ministry in 2005
- working meetings with the coordinators of communication departments in other institutions of the central public administration in the period January 15- January 30, 2006. 

Campaign Aim
To prepare the wide public and the specific audiences for the status of European citizens as well as for coping with the changes that will be brought by Romania’s accession to the EU on January 1, 2007. 
 
Overall Objectives
- to increase the level of public information about the functioning of the European Union and the benefits and costs of Romania’s integration into the EU
- to ensure that the target groups are aware of the need to inform themselves about the effects that Romania’s accession will have on them
- to ensure the visibility of the Integration Ministry as a body coordinating the process of  Romania’s accession and integration into the EU and to raise its credibility as a main source of change
- to strengthen the position of the MEI staff on the ground/the integration  advisers by ensuring an efficient communication and providing  the necessary assistance to develop their activities
- to improve the  communication climate within the institution with a view to increasing the quality of the services provided by MEI

Message
The 2006 campaign continues the campaign initiated in 2005 under the same slogan “Get Ready to Become A EU Citizen. Inform Yourself!”.
The campaign name will remain the same: „INFORMATION FOR INTEGRATION”.
 
Supporting Groups
- Delegation of the European Commission
- Agency for Governmental Strategies
- Central administration
- Local administration (European integration departments)
- Central and local media
- NGO-s specialized in European integration issues
- Integration advisers from the central and local administration 

Target Groups 
External Communication
1. Press
2. Business Community
3. Young people: students, MA students, PhD students
4. Commune councils and, indirectly, entrepreneurs and potential entrepreneurs from the rural area
5.  Secondary school teachers
6. Secondary school and high school students
7. Women from the rural area
8. Civil society
9. General public

Internal Communication
1. Body of Integration Advisers
2. Heads of MEI directorates and divisions

Ministry of Regional Development and Tourism | 17, Apolodor St. Latura Nord, sector 5 | Phone: 037 211 14 09 | e-mail: info@mdrt.ro

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