Hungary, in 2004 member of the EU

1
Hungary, in 2004 member of the EU
Hungary at the Gateway to the European Union
2
Hungary, in 2004 member of the EU

• Lets shake hands!

Hungary in 2004 member of the EU !?

• Tamás Barát
• Vice-president CERP
• Hungary

3
Hungary, in 2004 member of the EU

• Public Relations needs the democracy.
• The democracy needs the Public Relations.

4
Hungary, in 2004 member of the EU

• Iron curtain

• West

• East

5
Hungary, in 2004 member of the EU

• West

Lets shake hands!

• East

6
Hungary, in 2004 member of the EU
7
Hungary, in 2004 member of the EU
The Public Relations is the art of the trusts
building.
PR task is to realise the following
principals 1. Speak with your environment
(the Public opinion), about what are you
doing, what you did, what will you do.
2. Speak about your aims and targes. 3.
Involve them into the decision making process,
through providing the information.
8
EU PR Discussion days Budapest 24. -26. 10.2002.
Hungary, in 2004 member of the EU

• Discussion about the connection of the PR
  and the media
• Main supporter CERP

• Panelists
• Z.J. Gál Spokesmen of the Hungarian government
• Th. Achelis CERP President
• M. Djuric CERP Member of the Board
• G. Tábori Dep. Director Ministry of Foreign
  Affairs
• I. Wisinger President H. A. of Journalism
• B. Nagy Comm. Dir MATAV
• I. Lipovecz Editor in chief HVG
• J. Lajos President H.A. PRAC
• T. Barát CERP Vice-president

9
Too much delusions - wrong explanations e.g.
Hungary, in 2004 member of the EU

• The PR is the part of the marketing ( the
  marketing communication, e.g. events marketing)
• The PR is the part of journalism - publicity
• The PR is equal to the Advertising activities
• The PR tools are same as the Advertising
• The Advertising is costly - the PR is free of
  charge
• The advertorial PR
• e.t.c.

10
What are the main problems in the communication
in the ex-socialist countries?
Hungary, in 2004 member of the EU

• 1. Attitude
• Old fashion thinking. (45 years experience)
• The behaviour and the mentality of these society
  are feudalistic. The society is working in the
  capitalistic environment, with a feudalistic
  mentality, when the society has socialistic
  consideration.
• 2. Strategy
• No unambiguous communications strategy -
  divergent tasks, goals, aims, interests among
  different organisations and within one as
  well.
• 3. Money
• There is not a concentrated communication
  budget.
• (Very often the PR budget is the part of
  marketing costs.)

11
Black PR
Hungary, in 2004 member of the EU

Business sphere Public sphere
Advertorial Corruption Agitation


propaganda
(political)
12
Black PR
Hungary, in 2004 member of the EU

When the organisation pay to the Media
Journalists
Advertising Corruption Revolver
Journalism

Not to publish the article, wrong news
To publish negative news about the competitors

• To generate anti support against the competitors
• To destroy the image of the competitors

13
The Hungarian Communication Strategy for the
Accession
Hungary, in 2004 member of the EU
Hungary at the Gateway to the European Union
14
Some important questions
Hungary, in 2004 member of the EU
By the Oposition We name the conditions

• By the Government
• When?
• How?

• By the people
• What will be the consequences?
• What will happen after the connection?

15
Hungary accepts, shares and supports the goals
and principles of the EU Communication Strategy
(CS) for Enlargement
Hungary, in 2004 member of the EU
Enlargement and Accession
derives her own Communication Strategy for the
Accession
16
Hungary, in 2004 member of the EU
Integrating EUs CS for Enlargement

• Co-ordination
• Decentralisation
• Objectivity
• Close co-operation with the EU Delegation in
  Budapest
• Feed-back, updating

17
The Basic Principles and Major Pillars
Hungary, in 2004 member of the EU

• Historic and unique event (process)
• A win-win situation of History
• We gain and contribute economically, culturally
  and socially
• Accession is a must for our democracy and
  prosperity in the globalizing world
• Matching content style credibility festivity
  (and hard work for everyone)

18
The Basic Principles and Major Pillars
Hungary, in 2004 member of the EU

• Process (negotiations, Accession Treaty,
  referendum, accession the first years)
• The main emphasis is on
• increasing public awareness and knowledge
• enabling institutions and individuals to become
  more competitive
• addressing emotional and cultural domains
• a common and diverse vision for the future

19
The Communication task of the Government
Hungary, in 2004 member of the EU

• to achieve the public opinion's support for the
  access to EU
• to give information to the public in a form of
  consumable,
• interactive and thinking activating package in
  the preparation period

20
The principles of the EU access Communication
Strategy
Hungary, in 2004 member of the EU

• To reach all individuals
• To decentralise the Governmental Communication

21
The chanels
Hungary, in 2004 member of the EU

• Governmental,
• Regional,
• professional - interest groups
• civil

22
Eurobarometer survey
Hungary, in 2004 member of the EU
23
Eurobarometer survey
Hungary, in 2004 member of the EU
24
Communication challenges and risks
Hungary, in 2004 member of the EU

• Social problems
• Lack of appropriate language knowledge
• Illusions
• Organisational challenges

25
Goals of the CS
Hungary, in 2004 member of the EU

• Successful EU membership
• personal identification with EU membership

26
The 5 É Projects
Hungary, in 2004 member of the EU

• É Interest
• É Personal affect
• É Values
• É Arguments
• É Emotions

• Érdek - Érintettség - Érték - Érv -
  Érzelem

27
General messages of the Communication Strategy
Hungary, in 2004 member of the EU

• What does it mean EU?
• What the membership means to me?
• What do I give?
• What do I get?

28
Central messages
Hungary, in 2004 member of the EU

• The EU makes possibilities
• The tools for development
• The EU for the future of our children
• The information are accessible
• You make the decision do you want to join
  Europe?

29
Timing of the CS
Hungary, in 2004 member of the EU

• Formulating the Strategy as a process
• 1995 April CS1
• 2000 May EU CS for Enlargement
• 2001 December CS2
• 2002 November The Strategy

30
Timing of the CS
Hungary, in 2004 member of the EU

• 01.12.2002 - 28.02.2003 - mobilisation
• Target global information
• 28.02.2003 - 12.04.2003 - Referendum
• Target Referendum
  campaign for possibly highest
  participation share
• 12.04.2003 - 01.05.2004 - information
• - preparation for access
• Target personalised
  information about the access
• 01.05.2004- ? - Information - mobilisation
• Target 1. Integration to EU
• 2. mobilisation for election
  to the EU Parliament

31
Values
Hungary, in 2004 member of the EU

• EU values
• EU integrated market
• Mutual European ideas and interests
• European culture unity in diversity
• Diminishing Regional inequalities
  Mutual action, clean environment
• Safety for its member countries
• Mutual finance, financial stability

• Hungarian values
• Hungary as a part of unified market
• Enlargement serves EU interests
• Hungary belongs to Europe Learning languages
• Participation in the European decision process
• Borders of Hungary became safer
• Everybody gains by owning a European citizenship

32
To present the Hungarian Values to the EU member
countries (Culture, Techniques, Science, etc.)
Hungary, in 2004 member of the EU
Some examples Football Puskás Music Liszt,
Bartók, Kodály Tourism Balaton, Budapest And
less known examples Telephone exchange "Biro"
Crayon - ball point pen Helicopter FORD T model
Atomic reactor Hologram Neumann - first computer
Pentium microprocessor Basic program language -
e-mail The Word and Excel-programs Personal
monitor And the story goes on.
33
The Implementation An Overview of the
Organisational Structure
Hungary, in 2004 member of the EU

• Public Foundation for EU Communication
• Increasing peoples knowledge on EU matters,
  presenting information on the opportunities and
  challenges of enlargement, projecting the effects
  of membership in everyday life, and ensuring
  access to information on the EU.
• Quote from the Deed of Foundation

34
An Overview of the Organisational Structure
Hungary, in 2004 member of the EU

• Government, Ministries
• County and city authorities
• European Information Points
• Government Portal (EU for Hungary and Hungary for
  Europe), e-communication
• Interactivity
• Focused events national and EU holidays

35
Hungary, in 2004 member of the EU
The decentralised Governmental Communication
Structure
EU Communication Public Foundation
EU Communication Centre
European Information Points
County municipalities
County Assembly Meeting
Districts of Budapest
Budapest
Local municipalities
Civil organisations
Professional and interest groups
Local public cultural institutions
36
Parts of the System
Hungary, in 2004 member of the EU
Communication Strategy
Organisational structure
Government Decree
37
System Integration
Hungary, in 2004 member of the EU
PMO Co-ordination Ministries Local
Governments Municipalities Communities
Information Main Messages Visual
Appearance Central Events Know-How Co-ordination
38
Main projects, tools of the Communication Strategy
Hungary, in 2004 member of the EU

• Some examples
• Public Foundation's Letters
• "Hungarian Contribution to the EU "- program
• Road-show
• Young European volunteers' program
• "European Clock" (counting down)
• 09.05. European Day
• European School of Excellence

39
Some other tools
Hungary, in 2004 member of the EU

• Conferences, seminars, e.g. European Journalists
  Conference 2003. április 23-26 in Budapest
• publications,
• web-sites and portals
• Commitology-education,
• seminars for the governmental officers,
  journalists, pr practitioners

40
Some publications
Hungary, in 2004 member of the EU
41
Hungary, in 2004 member of the EU
Historical overview of the access process
42
The Governments CS for the Society
Hungary, in 2004 member of the EU

• Formulating the Strategy as a process
• Hungarys CS1 - April 1995
• EU CS for Enlargement - May 2000
• Hungarys CS2 - December 2001
• The Strategy - November 2002

Hungary at the Gateway to the European Union
43
Thank you for your kind attention!
Hungary, in 2004 member of the EU
Hungary at the Gateway to the European Union
Lets shake hands!
Tamás Barát CERP Vice President Hungary