CourseGuideversion_2April(2)
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ERASMUS INTENSIVE PROGRAMME IP E11ILO01C EAC-2012-0014 PUBLIC RELATIONS: GOVERNMENT RELATIONS AND LOBBYING IN A EUROPEAN PERSPECTIVE. APRIL 2013
Transcript of CourseGuideversion_2April(2)
ERASMUS INTENSIVE PROGRAMME IP E11ILO01C EAC-2012-0014 PUBLIC RELATIONS: GOVERNMENT RELATIONS AND LOBBYING IN A EUROPEAN PERSPECTIVE.
APRIL 2013
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IP Partners: IP organiser Arteveldehogeschool www.arteveldehs.be
IP coordinator Université Catholique de Louvain http://www.uclouvain.be
Université de Lorraine http://www.univ-lorraine.fr
Universitatea din Bucureşti http://www.unibuc.ro/depts/litere/dcrp/index.php
Universidad Cardenal Herrera www.uch.ceu.es
Instituto Superior de Novas Profissões http://www.inp.pt
University of Greenwich www.gre.ac.uk
IP Platform: www.mastermarpe.eu
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Content Friday 12 April .................................................................................................................................................. 8
Opening Day ................................................................................................................................................ 8
Saturday 13 April .............................................................................................................................................. 9
Introduction to the European Institutions .................................................................................................... 9
09.00-12.00: Historical and Socio-Cultural context of the EU ......................................................................... 9
14.00-17.00: EU policy-making in the field of Economics and Finance ........................................................... 9
Monday 15 April............................................................................................................................................. 10
Introduction into lobbying and Public Affairs ............................................................................................. 10
09.00-12.00: Introduction to the European Institutions and E.U. Law ......................................................... 10
13.30-16.30: European lobbying: a 1st. insight ............................................................................................. 10
17.00-18.30: Conclusions – Creative infographics ........................................................................................ 11
Tuesday 16 April ............................................................................................................................................. 12
Strategic communication ........................................................................................................................... 12
09.00-10.30: European Lobbying: an insight ................................................................................................. 12
10.45-12.45: Agenda setting, principles of communication and influence: theoretical approaches ........... 12
13.45-16.15: Understanding strategic communication ................................................................................ 13
16.30-18.00: Creative infographics: reflecting on the theoretical presentations ......................................... 13
Wednesday 17 April .................................................................................................................................... 15
Ethics, Legitimacy and transparency in an intercultural context ................................................................. 15
09.00-12.00: Ethics in Public Relations ......................................................................................................... 15
13.30-15.00: Legitimacy and transparency ................................................................................................... 15
15.30-19.00: Intercultural Communication ................................................................................................... 16
Thursday 18 April ........................................................................................................................................ 17
Social Media and its contextual impact on Public Affairs ........................................................................... 17
09.00-10.00: Blogging session – Assignment 1 ............................................................................................. 17
10.00-11.00: Introduction: Understanding the scope of social media .......................................................... 17
11.00-12.00: Engagor .................................................................................................................................... 17
14.30-15.45: Digital media and Public Affairs ............................................................................................... 18
15.45-17.30: Workshop ................................................................................................................................. 18
17.30-18.00: Conclusions .............................................................................................................................. 18
Friday 19 April ................................................................................................................................................ 19
Workshop on EU institutions, lobbying and communication policy ............................................................ 19
09.30-16.00: Workshop – Assignment 2 ....................................................................................................... 19
09.30-09.45: Briefing ..................................................................................................................................... 19
10.30-16.00: Workshop ................................................................................................................................. 19
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Saturday 20 April ............................................................................................................................................ 20
Workshop on EU institutions, lobbying and communication policy ............................................................ 20
Second assignment........................................................................................................................................ 20
09.00-11.00: 5 Presentations, peer-reviewing .............................................................................................. 20
11.30-13.30: 5 Presentations, peer-reviewing .............................................................................................. 20
17.00-17.30: Briefing study visit E.U. Institutions ......................................................................................... 20
Monday 22 April .......................................................................................................................................... 21
Study visit to the EU institutions ................................................................................................................ 21
Tuesday 23 April .......................................................................................................................................... 21
Case studies: lobbying in the Energy sector ................................................................................................ 22
09.00-10.30: Presentation on the energy sector and Galp Energia .............................................................. 22
10.30-11.00: Briefing – A communication lobbying plan .............................................................................. 22
11.00-15.00: Workshop & Tutorial ................................................................................................................ 22
15.30-18.30: Presentations ........................................................................................................................... 22
18.30-19.00: Feedback on the workshop ...................................................................................................... 22
Wednesday 24 April .................................................................................................................................... 23
Food and Agriculture lobbying issues from a European, national, regional and international perspective . 23
09.00-09.30: Welcoming remarks ................................................................................................................. 23
09.30-10.30: Invited speaker - Magdalena Anna Kropiwnicka ...................................................................... 23
11.00-12.00: Invited speaker ......................................................................................................................... 23
14.00-16.30: Invited speaker - Eric Koper ..................................................................................................... 24
Thursday 25 April ........................................................................................................................................ 25
Financial and Insurance lobbying issues from a European, national, financial centre (London, Paris,
Frankfurt), regional and international perspective ..................................................................................... 25
09.00-09.10: Welcoming remarks ................................................................................................................. 25
09.10-09.50: Brief overview of financial issues ............................................................................................. 25
10.00-10.45: Invited speaker - Florence Ransom .......................................................................................... 25
11.00-11.15: Invited speaker - Carina Handelmann ...................................................................................... 26
11.45-12.30: Invited speaker - Karel Van Hulle ............................................................................................. 26
14.00-14.45: Invited speaker - Gabriela Diezhandino ................................................................................... 26
17.00-17.45: Finance Watch session ............................................................................................................. 26
Friday 26 April ................................................................................................................................................ 28
Workshop: Critical analysis of lobbying strategies ..................................................................................... 28
09.00-12.00: Understanding your Top Management - 2 Perspectives on 1 Subject ..................................... 28
09.00-09.15: Opening & Introduction ........................................................................................................... 28
09.15-10.30: Guest Lecture & Interactive Workshop: Why PR/Lobbying Professionals and Top
Management often do not understand each other and how you could make it happen. The
communication management's perspective ................................................................................................. 28
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10.45-12.00: Guest Lecture & Interactive Workshop: What it takes for a communication professional to be
part of an organisation's Senior Management. The management's perspective ........................................ 29
14.00-17.00: Workshop “pro action café” .................................................................................................... 29
Saturday 27 April - AM ................................................................................................................................... 30
Workshop: Critical analysis of lobbying strategies (reflection and presentations) ...................................... 30
Third assignment ........................................................................................................................................... 30
09.00-11.00: 5 Presentations, peer-reviewing .............................................................................................. 30
11.30-13.30: 5 Presentations, peer-reviewing .............................................................................................. 30
Saturday 27 April - PM ................................................................................................................................... 31
Evaluation – reporting – feedback .............................................................................................................. 31
14.30-15.30: Programme evaluations ........................................................................................................... 31
15.30-16.00: Briefing for the final assignment .............................................................................................. 31
Your Assignments........................................................................................................................................... 32
Your Keynote speakers ................................................................................................................................... 34
Your Lecturers ................................................................................................................................................ 35
Your Guest Speakers ...................................................................................................................................... 40
IP participants ................................................................................................................................................ 45
Key readings ................................................................................................................................................... 47
References ..................................................................................................................................................... 48
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Dear Intensive Programme Participant,
The MARPE Intensive Programme “Public Relations: Government Relations and Lobbying in a
European perspective” builds on a network of seven universities working with key actors in the
European public affairs process.
The partner institutions involved in this project have a history of mutual collaboration. Artevelde
University College Ghent, Belgium and Instituto Superior de Novas Profissões in Lisbon, Portugal are
the founding institutions of MARPE, Master in European Public Relations, back in 1990. Over the
years other partners joined the Master programme and developed the common curriculum which is
presently taught in French (Université de Lorraine, France and University of Bucharest, Romania), in
the Iberian languages (Universidad CEU Cardenal Herrera Valencia, Spain and Instituto Superior de
Novas Profissões in Lisbon, Portugal), from this year on in English (University of Lund, Sweden and
University of Stirling, Scotland) and in a near future in Russian (University of Tallinn, Estonia and Ural
State University, Russia). The main activities have mainly been in student and teaching mobility with
students and staff joining the language line programme.
This Intensive Programme aims at galvanizing the on-going efforts and step up the level of co-
operation from mainly bi-lateral to an integrated, multilateral and intensive collaboration involving
two more partners, the University of Greenwich, United Kingdom and the Université catholique de
Louvain, Belgium, and bringing all partners and their students together on one specific public
relations theme: government relations and lobbying in the E.U. context.
The Intensive Programme brings an academic and pedagogical focus to an influential area of Public
Relations practice. It also, for what is believed to be the first time, provides a Europe-wide dimension
to the subject encompassing a range of different commercial and public actors participating in the
process at regional, national and in the EU framework. For students and academics it provides an
important framework for critical review and consideration of current and developing practices.
Building on the agenda of the EU related to transparency the objective of the programme is to
investigate government relations and lobbying. This is one of the most influential but relatively
inaccessible area of public relations (PR) practice and therefore the Intensive Programme provides an
important platform for wider debate analysis and academic research based on cross-sector and
cross-national case studies. The latter can be realized thanks to the partners based in Portugal, Spain,
France, Belgium, Romania and United Kingdom, each bringing their own professional networks
related to the subject.
The concept of public diplomacy is becoming a developing theme in public relations theories and
practice particularly in governmental relations and public affairs. This requires organisations to
openly debate agenda in the public sphere to gain organisational legitimacy as part of the EU
government relations interface. This would be one of the innovative features analysed in the
programme particularly in the context of social media.
You will experience the EU dimension as a crucial and strategic issue for enterprise and public
administration and explore the way that the views of the citizens of Europe are properly represented
and becoming an increasingly crucial part of the lobbying and government relations process.
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The acquired competences will enhance your employability, your identity as European citizen, your
understanding of the European ideals and your understanding of government relations in a
democratic spirit. Over the lifetime of the programme it will help to enhance the professionalization
of the sector.
The Intensive Programme can be seen as part of the global professionalisation of the European PR
perspective with its use of public sphere approaches to lobbying and regulation.
These aspects will contribute to the learning outcomes aiming at the creation of a unique electronic
public space sharing conceptual and reflective work, at the understanding of the context, role and
practice of public affairs and government relations in the EU, at the ability to synthesize information
and critically reflect upon current practice in government relations programmes from different
national cultural perspectives and from different angles, and at the understanding of the impact of
social media on public affairs in a cross cultural environment and how to integrate it strategically and
ethically.
We hope the IP will offer you an advanced level of analysis and praxis on the theme in a unique
cross-national, multi-lingual and cross-sector setting, drawing on existing courses (Governmental
affairs and lobbying) offered on the Master MARPE programme and on the Masters at Greenwich
and Louvain-la-Neuve but approached from a single (national) perspective.
Your lecturers’ team,
Anca Anton, Nicolas Baygert, Hélène Boulanger, Susana Carvalho, Anne-Marie Cotton, Albert Evans,
Gisela Gonçalves, Eric Koper, Maria Lopez-Trigo, José Martinez, Mark Phillimore, Teresa Pires
Martins, José Quintela, Sandrine Roginsky, Oana Salomia, Michael Schmitt, Henneke Sharif, Holger
Sievert, Maria José Solaz, Daniela Terrile, Els Van Betsbrugge
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Friday 12 April Opening Day 09.30: official opening (venue: Kantienberg +10 level) Guido Galle, Director Educational and Student Policies Arteveldehogeschool University College Rik Adriaens, Head of Department Communication Management, Arteveldehogeschool University College Keynote speakers Fientje Moerman, member of the Flemish Parliament, ex vice-prime minister Charles van der Straten-Waillet, founder of Akkanto, Past President IPRA Programme IP 2013 Jean-Claude Guyot, IP co-ordinator, Université Catholique de Louvain Anne-Marie Cotton, European co-ordinator MARPE, Arteveldehogeschool University College Room: A2 (official welcome) Room: T.10.01: reception & lunch 13.00-18.00: Team building activities Chair: Maria Lopez Trigo Reig (CEU Valencia, Spain) Presentation of students’ preparatory research: How do people in the participating students’ home countries perceive Government relations and Public Affairs? Based on 2 questions derived from the students’ reading: 3 Key readings articles + 1 book, free choice out of the large literature list. A debate upon the issue how these images are stimulated or subdued, etc. will be stimulated by the lecturers’ team. Methodology and didactics:
Introducing each other: Group speed dating: Make a presentation of your work and practice your skills in communication, persuasion and group
influence. o Necessary skills for a lobbyist
Dynamics of interpersonal communication skills practice. - Multicultural background - English as lingua franca
Content: Work in groups (teachers will propose groups configuration) on the proposed texts: o Aim and methodology:
The group will be given a presentation of the work done in an individual way. (3 minutes presentation)
Consensus: agreement on the summary of the content which will be the result of the work of the group.
Spokesperson election, who will present the content of the group. o Suggested tools
o No power point o Cards or written references
Presentation of each group consensus. Room: A2
18.00-20.00: Staff Meeting
Venue: Zebrastraat Shuttle: 19.00
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Saturday 13 April Introduction to the European Institutions
Chair: Hélène Boulanger (Université de Lorraine) Introduction to the European Institutions by Oana Salomia (University of Bucharest, Romania) and Michael Schmitt (Advisor on Economic and Monetary Affairs) to present Europe and the European Institutions in a general way, in order to give the basis for the following focuses on government affairs and lobbying. 09.00-12.00: Historical and Socio-Cultural context of the EU
Oana Salomia (University of Bucharest)
Aims and objectives Knowledge of historical (European and international), social and cultural context of the creation of the European Communities; identifying the premises of the emergence of the European Union; understanding the need for the establishment of the European Communities, as economic integration organizations and of the EU perspectives as a new subject of international law (after the Lisbon Treaty). Didactics (approach): lecture. Expected outcomes / output A better understanding of developments in the European Communities and the EU, from a historical perspective. Literature list Joaquin Roy, Aimee Kanner, Historical Dictionary of the European Union. The Scarecrow Press, Inc. Lanham, Maryland • Toronto • Oxford. 2006. http://www.docin.com/p-132257203.html 12.15-13.45: lunch 14.00-17.00: EU policy-making in the field of Economics and Finance
Michael Schmitt Aims and objectives Michael Schmitt will provide an introduction to both the complex decision-making processes and substantive issues such as economic governance, competition policy, taxation and financial regulation. Furthermore, special attention will be given to the field of banking regulation. Didactics (approach): Introductory slides followed by a questions and answers session. Expected outcomes / output: A better understanding of both how the institutions work and how the current economic crisis is being dealt with. Literature list Chaffin, Joshua: “Europe: A loaded chamber”, Financial Times, 5/03/2013 http://www.ft.com/cms/s/0/04fdfa06-8291-11e2-a3e3-00144feabdc0.html#axzz2MnRPP9o8 Room: A2 Shuttle: 18.00
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Monday 15 April Introduction into lobbying and Public Affairs
Chair: Els Van Betsbrugge (Arteveldehogeschool) and Susana Carvalho (INP) 09.00-12.00: Introduction to the European Institutions and E.U. Law
Teresa Pires Martins (INP, Portugal) Aims and objectives What is the European Union from a law perspective? How is it organised? What are the institutions that comprise it? How do they work and interrelate? The decision process: the cooperation procedure and the co-decision procedure. Didactics (approach): lecture: exposition of concepts, followed by a questions and answers session. Expected outcomes / output A better knowledge of the European Union‘s legal frame and its institutions. Literature list BORCHARDT, Klaus-Dieter (2010), “The ABC of European Union Law”, Consulted on 8-11-2012, at http://europa.eu/documentation/legislation/pdf/oa8107147_en.pdf EUROPEAN UNION, Official website (2012),”The institutions”, consulted on 8-11-2012, at http://europa.eu EUROFOUND, Official website (2012), “The co-decision procedure”, consulted on 8-11-2012, at http://www.eurofound.europa.eu/areas/industrialrelations/dictionary/definitions/codecisionprocedure.htm 12.15-13.15: lunch 13.30-16.30: European lobbying: a 1st. insight
Susana Carvalho (INP), Els Van Betsbrugge (Arteveldehogeschool University College) Aims and objectives Introduction to the basic concepts of lobbying: the students will understand the principal factors of development of lobbying, the key techniques and tools.
Didactics (approach) Lecture: exposition of concepts, followed by a questions and answers session. Expected outcomes / output Skills on the lobbying work methods and develop abilities to understand and envisage a lobbying campaign. Literature list: Towards Responsible Lobbying: Leadership and Public Policy (2005), Report of the Institute of Social and Ethical Accountability and United Nations Global Compact in http://www.unglobalcompact.org/docs/news_events/8.1/rl_final.pdf Introducing a Statutory Register of Lobbyist (January 2012), HM Government, UK in http://www.official-documents.gov.uk/document/cm82/8233/8233.pdf Transparency and Integrity in Lobbying (January 2010) OECD in http://www.oecd.org/gov/ethics/44641288.pdf Kalniņš, Valts (2011) Transparency in Lobbying: Comparative Review of Existing and Emerging Regulatory Regimes, Pasos - Policy Association for an Open Society in http://pasos.org/current-and-recent-projects/
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17.00-18.30: Conclusions – Creative infographics
Anca Anton (University of Bucharest)
Aims and objectives Social media has made today’s world more visual than ever: large quantities of information, no matter how relevant, interesting or even vital, are less and less „consumed” in their litteral form. Instead, they have beed reconfigured into a visual form, the creative infographic. Of course, graphs and charts have been used in statistics for the last decades, but the increased role played by online communication proved them insufficient, lacking imagination. This is what creative infogrphics bring: an almost artistic approach to data and information, perfectly sincronized with the consumption rythm and patterns of an online social universe. The aim of the presentation is to introduce the use of creative infographics as communication and learning tools. Didactics (approach): interactive presentation. Expected outcomes / output
- Understanding of the concept of creative infographic and how it can be used as a communication and learning tool
- Understanding of the creative and technical aspects involved in creating a creative infographic - Understanding how creative infographics can be linked to the concept and practice of lobby - Ability to visualize raw data in the form of a creative infographic - Ability to identify different types of creative infographics
Room: A2
Shuttle: 19.30
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Tuesday 16 April Strategic communication
Chair: Hélène Boulanger (Université de Lorraine) The day will cover several aspects of strategic communication including the Code of Athens and its author, Lucien Matrat
1, Public Opinion and Public Sphere influences. The aim is to analyse the tension between trends
in agenda setting and lobbying’s traditional approaches (both perception and reality).
09.00-10.30: European Lobbying: an insight
Nicolas Baygert (UCL, Belgium and Paris IV-Sorbonne / CELSA, France) Aims and objectives: Expert Knowledge is nowadays a critical resource for the European Institutions’ legislative work. The lecture will examine this resource-dependent relationship between EU officials and lobbyists. The EP is the only EU institution with a system of accreditation for lobbyists, but it is in many ways more transparent and more accessible than most of the EU’s national parliaments. As a result, the lecture will also present the Parliament’s own rules of procedure for lobbyists. It will take a look in the newly established set of rules to govern the access and behaviour of lobbyists and to formulate a code of conduct for Members of the European Parliament (MEPs).
Didactics (approach): lecture.
Expected outcomes / output A better insight into the co-constructive role of lobbyists in the policy-making process at EU-level and the problematic of parliamentary ethics.
Literature list: Bouwen, P. (2002). A Comparative Study of Business Lobbying in the European Parliament, the European Commission and the Council of Ministers. Max-Planck-Institut für Gesellschaftsforschung, MPIfG Discussion, 2-7. European Commission, Communication (2009), European Transparency Initiative: the Register of Interest Representatives, one year after. European Parliament (2009), The Code of Conduct for Commissioners - Improving Effectiveness and Efficiency, study (DG internal Policies/Policy Department). European Parliament, Rules of Procedure, 2010. Kluger Rasmussen, M. (May 2001). Lobbying the European Parliament: A necessary evil. CEPS Policy Brief, 242. Kreppel, A. & Tsebelis, G. (1999). Coalition Formation in the European Parliament. In: Comparative Political Studies, 32, 933–966. Spence, D. (1997). Staff and Personnel Policy in the Commission. In Edwards, G. & Spencer D. (Eds.), The European Commission. London: Catermill International Limited. (not necessary to read it beforehand).
10.45-12.45: Agenda setting, principles of communication and influence: theoretical approaches Gisela Gonçalves (Universidade Beira Interior, Portugal) Aims and objectives Introducing the main models of communication theory. The emphasis will be on communication models referring to the effects and the social influence of the media.
1 Code of Athens: http://www.lasap.lv/data/code%20of%20Athens.pdf
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Didactics (approach) Lecture: reflection of theoretical concepts, followed by a questions and answers session. Expected outcomes / output Understand the many concepts and models that are central to communication theory; Discuss the agenda-setting function of the media; Develop a reflexive approach to professional practice in the field of strategic communication. Literature list McQuail, D. & Windahl, S. (1993). Communication Models, 2nd ed. London: Longman. McQuail. D. (ed.) (2002). McQuail’s Reader in Mass Communication Theory, London: Sage. Windahl, S., Signitzer, B. & Olson. J.T (2009). Using Communication Theory. An Introduction to Planned Communication. London: Sage. 12.45-13.45: lunch 13.45-16.15: Understanding strategic communication
Hélène Boulanger (Université de Lorraine, France) Aims and objectives The aim is to analyse the tension between trends in transparency and the -for lobby- traditional acting in closed rooms. Therefore, this day will cover various themes which are linked one to each other: Public Opinion, Public Sphere, Public Policy and the notion of strategic communication.
Didactics (approach) Lectures and case studies Expected outcomes / output
- Knowledge and understanding of interconnections between corporate communication, government relations and lobbying
- Knowledge of ethical dimensions of communications in the public sphere - Ability to analyse communication process from different theoretical perspectives
Literature list Bouillon J-L., Bourdin S., Loneux C., 2007, « De la communication organisationnelle aux « approches communicationnelles » des organisations : glissement paradigmatique et migrations conceptuelles, Communication et organisation, n°31, pp 7-25 Leonardi P. M., & Barley S. R., 2008. Materiality and Change: Challenges to Building Better Theory About Technology and Organizing. Information and Organization, 18, 159-176. Mayère A., 2004, Rationalisation de la communication et organisations contemporaines: le cas de projets d’implantation de PGI/ERP, Communication et Organisation, n°24, 1er semestre, p. 363-379 Meier O., 2005, Diagnostic stratégique. Paris, Dunod. de Terssac G., Bazet I., Rapp L. (Coordination), 2007, La rationalisation des activités communicationnelles et coopératives dans les entreprises, Editions Octarès, Toulouse (publié avec le concours du CNRS). 16.30-18.00: Creative infographics: reflecting on the theoretical presentations
Anca Anton (University of Bucharest, Romania) Preparatory session for the first assignment: Subject: “Drawing on your initial experiences, readings and outcomes of the ‘cross group debate’ reflect on the issues facing lobbying, its characteristics and definitions”
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Aims and objectives Develop on the use of creative infographics as learning and communication tools. Didactics (approach): workshop - group activity. Expected outcomes / output Based on the previous lectures, develop a creative infographic that can be used as illustration of the blog post the students will write for their first assignment. Materials: laptop Room: A2 Shuttle: 19.00
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Wednesday 17 April Ethics, Legitimacy and transparency in an intercultural context
Chair: Sandrine Roginsky (UCL) Invited speaker: Matthieu Lietaert, film director The day will cover several themes: Ethics, Legitimacy and Transparency. The aim is to analyse the tension between trends in transparency and lobbying’s traditional approaches (both perception and reality) acting in private outside the public gaze. 09.00-12.00: Ethics in Public Relations
Gisela Gonçalves (Universidade Beira Interior, Portugal)
Aims and Objectives To promote refection about the ethical questions regarding the public relations practice and raise awareness to the importance of professional ethics in the legitimation of this professional field. Didactics (approach) Lecture: exposition of concepts, followed by a questions and answers session. Expected outcomes / output Be able to explain the role and value of the professional ethics; understand the main dilemmas of the public relations field; Discuss the purposes and implications of the public relations’ deontological codes. Literature list Bivins, T. H. (2004). Mixed media: moral distinctions in advertising, public relations, and journalism. Mahwah: Lawrence Erlbaum Associates. Fitzpatrick, K. & Gauthier, C. (2000). Toward a Professional Responsibility Theory of Public Relations Ethics. Journal of Mass Media Ethics, 16 (2&3): 193-212. Fitzpatrick, K. & Bronstein, C. (ed.) (2006). Ethics in public relations: responsible advocacy. Thousand Oaks: Sage. Parsons, Patricia J. (2004). Ethics in public relations: a guide to best practice. London: Kogan Page. 12.15-13.15: lunch 13.30-15.00: Legitimacy and transparency
Sandrine Roginsky (UCL, Belgium) Aims and objectives The concepts of transparency along with trust are seen as key influences for an organisation’s “licence to operate”. The aim of this session is to critically discuss the question of (lack of) transparency with regards to lobbying in the EU, address these concerns and discuss new approaches to lobbying in the EU. Didactics Documentary: “The Brussels Business. Who runs the EU?” The Brussels Business is a docu-thriller that dives into the grey zone underneath European democracy. An expedition into the world of the 15,000 lobbyists in the EU-capital, of the PR-conglomerates, think tanks and their all-embracing networks of power and their close ties to the political elites. Video followed by a debate with Matthieu Lietaert, one of the directors.
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Expected outcomes / output 1) A better understanding of the functioning of lobbying in the EU 2) An understanding of the issues at stake and the critics against some forms of lobbying
References EU Commission. 2006. Green Paper European Transparency Initiative. Available through Europa website: http://ec.europa.eu/transparency/eti/index_en.htm [1st February 2012] https://www.facebook.com/TheBrusselsBusinessMovie http://www.youtube.com/watch?feature=player_embedded&v=4YjtB5Ux5qQ https://www.youtube.com/watch?v=0Pu0kcpi7wc
15.30-19.00: Intercultural Communication
Anca Anton (University of Bucharest) Aims and objectives The aim of this activity is to create a shared feeling of curiosity towards the other participants and their cultures, to encourage students to discover different cultural traits of their team mates and to enable them to reach any objective through teamwork. During the day the IP participants will have the opportunity of taking part in several cross-cultural communication situations that will allow them to develop the appropriate skills. Didactics (approach) This is a city quest with a cultural twist. Each team will be faced with different scenarios as the students discover Ghent, their team mates and their cultures, thus becoming aware of essential elements in cross-cultural communications. Expected outcomes / output
- A higher degree of awareness and a better understanding of the similarities and differences between the IP participants
- An increased sense of familiarity among students - Knowledge about Ghent - Short films about the city quest experience of each team
Literature list Gert Jan Hofstede, Paul B. Pedersen, Geert H. Hofstede (2002) Exploring culture: exercises, stories, and
synthetic cultures, Yarmouth, Maine: Intercultural Press
Materials: camera, laptop Room: L.01.11 … and Ghent
Shuttle: 20.00
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Thursday 18 April Social Media and its contextual impact on Public Affairs
Chair: José Martinez (CEU) Invited speaker: Lien Brusselmans (Engagor), Steffen Thjell-Moller The Intensive Programme explores civic and government relationships in the public sphere from different cultural approaches also taking account of new influences in these processes with the growth of social media. 09.00-10.00: Blogging session – Assignment 1
First assignment = 1 ECTS. Subject: “Drawing on your initial experiences, readings and outcomes of the ‘cross group debate’ reflect on the issues facing lobbying, its characteristics and definitions”. Format: blogpost (MARPE Blog) What and how to evaluate?
Criteria % Remarks/ Comments
Blogging skills (max. 500 words) 20%
Correct use of referencing and sources 20%
Definition and analysis of the issues = “problématisation”
30%
Reflection on the issues facing lobbying 30%
Total 100%
10.00-11.00: Introduction: Understanding the scope of social media
Aims and objectives The session will consist in defining social media, i.e. the different social networks sites, and the concepts needed to understand the impact of social media: reach, transparency, porosity, curation, aggregation, etc. Didactics: Theoretical lecture Outcome: A better understanding of social media as well as a critical approach Literature: Boyd, D, Ellison, N. (2007). Social Network Sites : Definition, History and Scholarship, Journal of Computer-Mediated Communication, Vol.13, n°1, http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html Coleman, S., Price, V. (2012). Democracy, Distance, and Reach: the New Media Landscape, in Coleman, S., Shane, P.M (eds.) Connecting Democracy. Online consultation and the Flow of Political Communication, 23-44 11.00-12.00: Engagor Lien Brusselmans Presentation Monitoring tool Engagor. Engagor is an all-in-one social media management tool for marketing and customer service. Overall, it has three main applications: 1. Monitoring. With Engagor you can follow the online conversation about your brand, your competitors or your industry. The tool covers a wide variety of sources, including social media, news sites, forums and blogs. 2. Analytics. Engagor also offers many meaningful analytics that help brands to follow up on marketing campaigns, their online reputation, their social profiles, etc.
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3. Engagement. Finally the tool helps companies to manage all their social profiles from one central platform: post new content, comment on status updates or tweets, reply to customers, etc. With the built-in Social CRM webcare agents always have enough context to give the right replies. Many companies all over the world are already using Engagor. Some of their customers are Microsoft, Ikea, Volvo, the European Parliament and Carlsberg. 12.15-13.45: lunch 14.30-15.45: Digital media and Public Affairs
Steffen Thjell-Moller (Public Affairs and Digital Strategist at Fleishman-Hillard, Brussels)
Blog: http://steffenmoller.wordpress.com/
In this session we explore the current communications landscape, focusing in particular on how social media can help organizations strengthen their communications activities to help achieve their goals.
15.45-17.30: Workshop
Improving social media engagement for organisations
17.30-18.00: Conclusions
Rooms: 09.00-10.00: PC room T03.07 + T04.02 (blogging session) 10.00-18.00: L03.01
18.00-21.00 Social activities (including the “wasbar”) Shuttle: 23.00
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Friday 19 April Workshop on EU institutions, lobbying and communication policy
Chair: Anca Anton (University of Bucharest) and Hélène Boulanger (Université de Lorraine) 09.30-16.00: Workshop – Assignment 2
Second assignment = 2 ECTS. Subject: “Drawing on your developing experience, readings and theoretical inputs undertake a critical evaluation of the communication and public relations strategies used in lobbying which address the developing EU agenda around transparency.”
09.30-09.45: Briefing
Anca Anton and Hélène Boulanger will highlight critical points on the papers (preparatory work) and theoretical inputs. 09.45-10.00: question time 10.30-16.00: Workshop
Reflective discussion (based on first 6 days and first assignment) The entire lecturers’ team will provide tutorials to the students’ teams. Students’ teams will prepare their power point presentation to be presented the next day. The workshop will be organised at De Valk.
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Saturday 20 April Workshop on EU institutions, lobbying and communication policy
Chair: Sandrine Roginsky (UCL) Students and Lecturers will go by bus
2 to the UCL Campus in Mons
Second assignment = 2 ECTS.
Subject: “Drawing on your developing experience, readings and theoretical inputs undertake a critical
evaluation of the communication and public relations strategies used in lobbying which address the developing EU agenda around transparency.”
09.00-11.00: 5 Presentations, peer-reviewing
11.00-11.30: break
11.30-13.30: 5 Presentations, peer-reviewing
What and how to evaluate?
Criteria % Remarks/ Comments
Presentation (power point – 20 min) and group work
20%
Correct use of referencing and sources 10%
Critical evaluation of communications and public relations strategies related to lobbying
40%
Analysis of transparency agendas and impact on lobbying
30%
Total 100%
13.30-15.00: Lunch (in Mons city center)
15.00-17.00: Mons European Cultural Capital 2015 – Optional visit to Mundaneum, “RENAISSANCE 2.0: Voyage aux origines du Web” The IP students are invited to attend to this exhibition in order to reflect on a cross cultural diversity and social media context in a lobbying perspective. How can social media influence and change the lobbying modus operandi? http://www.mundaneum.org
17.00-17.30: Briefing study visit E.U. Institutions
20.00-22.00: marking
2 The bus will first go to the Zebrastraat where the lecturers are staying: bus is leaving at 6.30 a.m. The bus will
then take the students staying at De Valk at 7.00 a.m. Return: the bus will leave Mons at 6.00 p.m. and will first stop at De Valk and after at the Zebrastraat.
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Monday 22 April Study visit to the EU institutions
Chair: Susana Carvalho (INP) and Els Van Betsbrugge (Arteveldehogeschool) Study visit to the EU (Brussels) by bus
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Meeting room: InfoPoint, 14 Rond Point Schuman; B – 1046 Brussels
09:30 The EU Institutions after the Lisbon Treaty
Benedictus Nieuwehuis, IT-activities of the Service for Foreign Policy Instruments (FPI) at the European Commission
10:30 Public Diplomacy Ross Church, Information & Communication Officer at European External Action Service 11:30 Social Media at the EU David Turney 12:30 Lunch Break possibility to have lunch in EEAS building (European External Action Service) 14:00 How the Council works and what are they doing to solve the economic crisis? 14:30 Walk to the European Parliament 15:30 How does the European Parliament work? Michel Plumley, EP official, Press Service 16:00 Meeting with Rui Faria da Cunha, lobbyist in the Brazilian Business Affairs - industry and trade issues (as
the Agreement between EU and Mercosur - http://www.mercosur.int/) 17:00 Meeting with Philippe Lamberts, Member of the European Parliament, member of the ECON committee
(Economic and Monetary Affairs) and the ITRE committee (industry, research and energy committee) 18:00 End of the day
(Helena Correia, Public Diplomacy and Election Observation Unit, Service for Foreign Policy Instruments)
3 The bus will go to the Zebrastraat where the lecturers are staying: bus is leaving at 6.30 a.m. The bus will take
the students staying at De Valk at 7.00 a.m. Return: the bus will leave Brussels at 10.00 p.m. and will first stop at De Valk and after at the Zebrastraat.
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Tuesday 23 April Case studies: lobbying in the Energy sector
Chair: Susana Carvalho / José Quintela (INP) Invited speaker: Eduardo Guedes de Oliveira 09.00-10.30: Presentation on the energy sector and Galp Energia
10.30-11.00: Briefing – A communication lobbying plan
11.00-15.00: Workshop & Tutorial
15.30-18.30: Presentations
18.30-19.00: Feedback on the workshop
12.45: lunch Lunch lecturers and guest speaker: B.02.08 Aims and objectives: Bring students to the insides of the energy sector and let them reflect on the power and issues of the sector from a lobbying perspective; Give the opportunity to the students to develop a lobbying communication plan integrating the background knowledge from the first IP week and EU institutions day. Didactics (approach)
Lectures and case studies. Expected outcomes / output:
- Knowledge and understanding of interconnections between a sector, a company and the EU institutions on a lobbying perspective;
- Knowledge of energy sector; - Develop a lobbying communication plan applied to a specific case.
Room: L.01.07 (09.00-11.30) Room: A2 (11.45-19.00)
Shuttle: 20.00
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Wednesday 24 April Food and Agriculture lobbying issues from a European, national,
regional and international perspective
Chair: Mark Phillimore (University of Greenwich) Invited speakers: Magdalena Anna Kropiwnicka, Eric Koper (IITA) Aims and objectives This is a new workshop for 2013 and we are covering two closely related sectors of food and agriculture that are of great importance to Europe and also globally. The debate about rising food prices and rising global food demand coupled with environmental challenge of climate change and limited access to natural resources is taking centre stage both in Europe and globally. Food security and food safety concerns require new policy instruments and improved understanding of the importance of agricultural sector. The agricultural sector more generally has become the focus of major global policy agendas from food security perspective: the impact of changing diets, trade and food price volatility, the loss of productive land to growing higher margin “fuel” or “energy” crops, genetically modified crops and consumer concerns, the development of local food initiatives and environmental impact of new agricultural practices both in Europe and globally. Europe’s protection of its important agricultural and food sector has also raised issues about access to markets particularly from emerging economies where food production plays an important role in economic development. Agriculture and food are major sectors for Europe with major industrial, employment, trade and consumer issues and so they provide an important focus for the IP in 2013. Europe also hosts key United Nations Agencies dedicated to promotion of food security including FAO, the UN’s Food and Agricultural Organisation in Rome (http://www.fao.org/index_en.htm), the World Food Programme and International Fund for Agricultural Development (IFAD).
Didactics (approach) Lectures and case studies Expected outcomes / output
- Knowledge and understanding of interconnections between private enterprise communication, government relations, public opinions and cross cultural diversity
- Knowledge of international institutions and key policy and governance issues in food security and agriculture
09.00-09.30: Welcoming remarks to the University of Greenwich day Mark Phillimore, University of Greenwich 09.30-10.30: Invited speaker - Magdalena Anna Kropiwnicka, Founder, Independent Consultant, Food and Climate, to give an overview of the key issues in global food security and agriculture. 10.30-10.50: Q&A. 11.00-12.00: Invited speaker - Juan Manuel Revuelta: Situation analysis of Valencia European region –Valenciafruits / Intercitrus
12.00-12.20: Q&A
12.30-13.45: lunch Lunch lecturers and guest speakers: B.02.08
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14.00-16.30: Invited speaker - Eric Koper, Chief Officer Management Humidtropics (IITA led CGIAR Research Program). 16.30-16.50: Q&A 17.30-18.30: Group discussion and learning outcomes Room: A2 Links: http://www.apcoworldwide.com/content/services/index.aspx http://www.iatp.org/blog/201302/food-crisis-update-main-drivers-of-price-volatility-still-not-addressed www.fao.org www.wfp.org www.ifad.org http://www.efsa.europa.eu/
18.30-21.00 Social activities (including the “wasbar”)
Shuttle: 22.00
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Thursday 25 April Financial and Insurance lobbying issues from a European, national,
financial centre (London, Paris, Frankfurt), regional and
international perspective
Chair: Mark Phillimore (University of Greenwich) Moderator: Holger Sievert (MHMK University, Cologne)
Aims and objectives The operation and regulation of financial markets in all their forms is facing unprecedented scrutiny from politicians, regulators, the media and society following the financial crash of 2008 and the continuing implications to many economies of this crash. This in turn has impacted on other financial sectors with increased regulation and focus on financial market issues such as pay and bonus levels in the sector. This makes the workshop exploring just some of the issues and processes involved in lobbying by the European banking and insurance industry such an important topic of the Erasmus IP. Finance which used to be the topic of specialised newspapers, journals and professionals has moved to the front page of all media and to the heart of political agendas. Bankers and leading financial figures have had to become public figures often uncomfortable in the glare of media attention and at the heart of wider public debates. Banks and other organisations are working hard to regain the confidence of society and governments. This process has also allowed new voices and ideas to develop often outside the mainstream financial sector. An example would be the important votes which have been passed in the European Parliament to curb bankers’ bonuses – traditionally a major form of remuneration in the investment banking sector. An important feature of the IP will be the opportunity to be briefed by Phillipe Lamberts and his team on the visit to the Commission earlier in the week. Philippe has been very influential in building cross party and multi-national support for the recent vote on bankers pay in the European Parliament. The development of new stakeholders influencing decisions in the sector makes the work of lobbyists increasingly complex and it will be interesting to hear the perspective of our invited speakers on this and other topics. This workshop provides fertile ground for exploring a range of issues around lobbying and related communications. For example: the process of lobbying when public opinion is antagonistic to a trade sector; the problems of getting a trade sector to participate in public debate to gain legitimacy to its agenda; the pressure on regulators when issues have been politicised; mobilising EU political support for lobbying in international arenas such as G20; and the pressure on industry trade associations which have different national and regional agendas. Above all the workshop can also be seen as providing important insights into new influences in public relations and communications research and practice, around issues of transparency and legitimacy as well as power and influence, drawing on European social theory (Habermas, Foucault and Bourdieu amongst others) which is an important theme of this Erasmus IP. 09.00-09.10: Welcoming remarks to the University of Greenwich day Albert Evans, head of the Communication department, Business School, University of Greenwich 09.10-09.50: Brief overview of financial issues; Financial markets overview and context of public agenda issues Mark Phillimore, University of Greenwich 09.50-10.00: Q&A 10.00-10.45: Invited speaker - Florence Ransom, Head of Communications, European Banking Federation
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Vice-President of the European Association of Communication Directors. Communication issues for pan-European organisation working with national, regional and European issues related to banking. Insights on the role of communications within the lobbying process. 10.45-11.00: Q&A 11.00-11.15: Invited speaker - Carina Handelmann, European Banking Federation. Student at the Erasmus IP in 2012 and now on an internship with the European Banking Federation. Carina did her Masters dissertation on communication issues in the German banking industry. She will be talking on her perspectives on the IP and work with the European Banking Federation. 11.45-12.30: Invited speaker - Karel Van Hulle, Past Head of Unit, European Commission, Directorate General Internal Market and Services - Insurance and Pensions Unit will inform a student public about the myths of lobbying. "Exploding the myths of lobbying." Karel Van Hulle will explain how the Commission deals with industry and other stakeholder input in developing and negotiating European legislation in the financial markets area. 12.30-12.50: Q&A Room: A5 13.00-13.45: lunch Lunch lecturers and guest speakers: B.02.08 14.00-14.45: Invited speaker - Gabriela Diezhandino, head of the public affairs department at Insurance Europe - European Insurance industry. She will cover what Insurance Europe does in the EU legislative and political process, both with the EU institutions and at international level, maybe indicating which priority issues are on the EU/international agenda on which we are actively lobbying on. 14.45-15.00: Q&A 15.30-16.30 Students work in groups to consider finance industry lobbying issues such as bank bonuses, transaction tax, greater political interference in operations and develop supporting arguments from industry perspective prior to session with NGO Finance Watch. 17.00-17.45: Finance Watch session 17.45-18.30: Group discussion and learning outcomes. Holger Sievert, professor for PR and Communication Management, at the MHMK – Macromedia University for Media and Communication, Cologne to lead discussions. Industry and academic panel. Holger will also provide key summaries and highlight key issues raised by speakers at certain points during the day and will chair each of the Q&A sessions. Room: L.01.10 Links: CEA. 2012. http://www.cea.eu Accessed 5th February 2012. European Commission. DG Internal Markets and Services. 2012. http://ec.europa.eu/dgs/internal_market/index_en.htm Accessed 5th February 2012. European Banking Federation. 2012. http://www.ebf-fbe.eu/ Accessed 5th February 2012. FTI Consulting. 2012. http://www.fticonsulting.co.uk/ Accessed 5th February 2012.
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Literature list: Igan, D. Mishra, P., Tressel, T. 2009. A Fistful of Dollars – Lobbying and the Financial Crisis. IMF Working Paper. [Online]. http://www.imf.org/external/pubs/ft/wp/2009/wp09287.pdf Accessed 15th Dec. 2010. Kaletsky, A. 2010. Capitalism 4.0. Bloomsbury Publishing. Kelly, K., Laskin.A., Rosenstein G. 2010. Investor Relations: Two way symmetrical practice. Journal of Public Relations Research. Phillimore, M. 2011. Financial Communications. Ed: Theaker, A. 2011. The Public Relations Handbook. Routledge. Porter, M. Kramer, M. 2010. The Big Idea: Creating Shared Value. Harvard Business Review. [Online] http://hbr.org/2011/01/the-big-idea-creating-shared-value/ar/1 Accessed 15th Dec. 2010. Tambini, D. 2008. Financial Journalism and the Economic Crisis. [Online] http://www.imf.org/external/pubs/ft/wp/2009/wp09287.pdf Accessed 10th Dec. 2010. Turner, A. 2009. How to tame global finance. Prospect. Issue 162. [Online] http://www.prospectmagazine.co.uk/2009/08/how-to-tame-global-finance/ Accessed: 10th Dec.2010. The Future of Capitalism. 2009. FT.com. http://www.ft.com/indepth/capitalism-future Accessed 5th February 2012. http://www.bloomberg.com/news/2012-11-30/european-commission-insurance-head-van-hulle-said-to-retire.html Shuttle: 19.30
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Friday 26 April
Workshop: Critical analysis of lobbying strategies
Chair: José Martinez / Maria-José Gonzalez-Solaz (CEU) Invited Speakers: Eric Koper (IITA), Holger Sievert (MHMK University, Cologne), Daniëla Terrile (European Commission) Third assignment = 2 ECTS Subject of the managerial paper: “Can lobbying be of benefit to the European citizens? Choose one sector to illustrate your arguments.” Format: power point presentation
09.00-12.00: Understanding your Top Management - 2 Perspectives on 1 Subject (Double Workshop) Aims and Objectives For successful lobbying, one of the most important factors is, of course, successful communication. Communication, one of the most important factors consists in the mutual understanding of general managers and communication professionals within the same organization. Many authors in the fields of communications studies and business administration agree: (corporate) communication is a part of (corporate) management, at least in theory; and in turn, management cannot work without communication. «The exchange of information – that is, communication – is a prerequisite for executing the various functions of the dispositive factor» says for example Wöhe in very well-known introduction into business administration in Germany. But despite the fact that this relationship between management and communication is generally known and accepted, at least on paper, a mutual, aligned understanding of it often proves difficult in practice. One reason for this lies in the differences in educational backgrounds and experience. Overall, little research has been done on the relationship between communications and lobby professionals and general managers. However, this morning's session will present some of the exceptions and will help the students to be better prepared for later successful communication with their own (top) management. The two presenters of the morning will realize this in two steps: first one mainly on the perspective of communication managers and then one focussing on the view of general manager. Both lectures will give practical advise how to communicate strategically with top management and then in the second step with external lobbying stakeholders. They will include long interactive workshop parts to apply the newly learned directly into practice. 09.00-09.15: Opening & Introduction José Martinez / Maria-José Gonzalez-Solaz (CEU) 09.15-10.30: Guest Lecture & Interactive Workshop: Why PR/Lobbying Professionals and Top Management often do not understand each other and how you could make it happen. The communication management's perspective Holger Sievert, professor for PR and Communication Management, MHMK - Macromedia University for Media and Communication, Cologne/Germany 10.30-10.45 Short break
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10.45-12.00: Guest Lecture & Interactive Workshop: What it takes for a communication professional to be part of an organisation's Senior Management. The management's perspective Eric Koper, Chief Officer Management Humidtropics, a CGIAR Research Program led by IITA. Room: A5 12.15-13.45: lunch Lunch lecturers and guest speakers: B.02.08 14.00-17.00: Workshop “pro action café” Daniela Terrile (Policy Officer, European Commission): will explain the actual information and advisory procedures for NGO's (e.g. decision 23/04/2004) that operate within the EU. In-depth discussion on the role of lobbying in the different sectors treated in all case studies. Room: A5
Literature list: Sievert, Holger/Westermann, Arne (2009): 'It’s the People, Stupid!' - Why General Managers and Communication Professionals Often do not Understand Each Other - e.g. in Change Processes In: E. Invernizzi, T. Muzi Falconi, S. Romenti (eds.): INSTITUTIONALISING PR AND CORPORATE COMMUNICATION, PROCEEDINGS OF THE EUPRERA 2008 MILAN CONGRESS, pp. 1109-1129, 2009. Also online available at SSRN: http://ssrn.com/abstract=1634584 .
Shuttle: 19.00
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Saturday 27 April - AM Workshop: Critical analysis of lobbying strategies (reflection and
presentations)
Chair: Anca Anton (University of Bucharest) and Maria-José Gonzalez-Solaz (CEU) Invited Members of the Jury: Thierry Dieu (ETNO), Eric Koper (IITA), Baudouin Velge (Interel Belgium) Third assignment = 2 ECTS Subject of the managerial paper: “Can lobbying be of benefit to the European citizens? Choose one sector to illustrate your arguments.” Format: power point presentation 09.00-11.00: 5 Presentations, peer-reviewing 11.00-11.30: break 11.30-13.30: 5 Presentations, peer-reviewing What and how to evaluate?
Criteria % Remarks/ Comments
Presentation (power point – 20 min) and group work
10%
Reflection on the role of lobbying 30%
Implementation of your chosen perspective 30%
Discourse and rhetoric 30%
Total 100%
13.30-14.30: lunch
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Saturday 27 April - PM Evaluation – reporting – feedback
Chair: Mark Phillimore (University of Greenwich), Anne-Marie Cotton (Arteveldehogeschool) 14.30-15.30: Programme evaluations 15.30-16.00: Briefing for the final assignment (individual reflective essay) – 3 ECTS Subject: “Write a 3000 word reflective essay which draws on the case studies covered in the Erasmus IP to evaluate the role of Public Relations, communications and ethics in the lobby process. Conclude your essay with guidance on the future agenda of lobbying with supporting evidence. Your paper needs to draw on relevant readings and theoretical frameworks”. ROOM: A5
What and how to evaluate?
Criteria % Remarks/ Comments
Clarity of expression and writing style 10%
Correct use of referencing and sources 10%
Critical reflection of the role of PR, Communication and ethics on lobbying
50%
Guidance and rationale on future agenda 30%
Total 100%
17.00-19.00: Staff meeting: marking assignment 3 and learning for lecturers (Zebrastraat)
Shuttle: 23.00
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Your Assignments First assignment = 1 ECTS. Subject: “Drawing on your initial experiences, readings and outcomes of the ‘cross group debate’ reflect on the issues facing lobbying, its characteristics and definitions”. Format: blogpost (MARPE Blog) Overview of platforms (brief history) What and how to evaluate?
Criteria % Remarks/ Comments
Blogging skills (max. 500 words) 20%
Correct use of referencing and sources 20%
Definition and analysis of the issues = “problématisation”
30%
Reflection on the issues facing lobbying 30%
Total 100%
Second assignment = 2 ECTS
Subject: “Drawing on your developing experience, readings and theoretical inputs undertake a critical
evaluation of the communication and public relations strategies used in lobbying which address the developing EU agenda around transparency.”
What and how to evaluate?
Criteria % Remarks/ Comments
Presentation (power point – 20 min) and group work
20%
Correct use of referencing and sources 10%
Critical evaluation of communications and public relations strategies related to lobbying
40%
Analysis of transparency agendas and impact on lobbying
30%
Total 100%
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Third assignment = 2 ECTS Subject of the managerial paper: “Can lobbying be of benefit to the European citizens? Choose one sector to illustrate your arguments.” Format: power point presentation What and how to evaluate?
Criteria % Remarks/ Comments
Presentation (power point – 20 min) and group work
10%
Reflection on the role of lobbying 30%
Implementation of your chosen perspective 30%
Discourse and rhetoric 30%
Total 100%
Final assignment (individual reflective essay) – 3 ECTS Subject: “Write a 3000 word reflective essay which draws on the case studies covered in the Erasmus IP to evaluate the role of Public Relations, communications and ethics in the lobby process. Conclude your essay with guidance on the future agenda of lobbying with supporting evidence. Your paper needs to draw on relevant readings and theoretical frameworks”.
What and how to evaluate?
Criteria % Remarks/ Comments
Clarity of expression and writing style 10%
Correct use of referencing and sources 10%
Critical reflection of the role of PR, Communication and ethics on lobbying
50%
Guidance and rationale on future agenda 30%
Total 100%
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Your Keynote speakers
Fientje Moerman is Member of the Flemish parliament, member and Secretary of the Foreign Affairs Committee (February 2008 – present). July 2004-October 2007: Vice Minister President of Flanders and Minister of Economy, Enterprise, Science, Innovation and Foreign Trade, Member of the Core Cabinet (“Kernkabinet”). In this capacity, she was also responsible for arms import and export licences. she developed new policies for financing innovation and start-up companies and several new programs for high level scientific research. She also transformed the foreign trade administration into an independent agency run for and by private enterprise. July 2003-July 2004: Minister of Economy, Energy, Science Policy and Foreign Trade in the Belgian Government. In this capacity, she abolished outdated but still existing price controls (e.g. on bread) and reformed Belgian antitrust enforcement.
In both ministerial capacities, she conducted and led trade missions in various parts of the world, including the USA, Asia, Africa and the Arabic Peninsula. She represented Belgium as a member of several Councils of Ministers of the EU (informal council meetings of Foreign Trade Ministers, Research, Industry and Internal Market Councils). She was also a member of the High Level Group on Chemicals, EU Commission, September 2007. June 1999- July 2003: Member of the Belgian Parliament (House), member of the Legal Affairs Committee and the Financial Affairs Committee. January 1995- September 1999: Alderman (“Schepen”) of the City of Ghent, responsible for Education. Member of the Ghent City Council 1989-1995 September 1985- January 1995: Administrator and Principal Administrator, ELDR Group, European Parliament. In this capacity, she worked for former French President Valéry Giscard d’Estaing. She assisted Mr. Giscard d’Estaing in drafting his report on subsidiarity and for many years followed the proceedings of Parliament’s Constitutional Committee. She was also responsible for inter-parliamentary relations of the ELDR group with the countries of the Gulf Council and Israel. 1984-1985: Economics and European Editor, De Standaard (Flanders’ leading quality newspaper) 1982-1984: Lawyer, Cleary, Gottlieb, Steen and Hamilton, Brussels and New York offices. 1980-1981: Teaching Assistant, University of Ghent Law School, State University of Ghent, 1981, Magna cum Laude (Great Distinction, first of class); Tax Law and Economic Law - Cours de droit européen, Université de Strasbourg, March 1981 - Master of Laws, Harvard University, Cambridge, USA, 1982 (Fulbright scholar, Harvard Law School scholarship). She specialized in antitrust law, including its international aspects (LLM paper on the Extraterritorial Aspects of the Webb-Pomerene Act of 1918, which exempts certain exporters' associations from certain antitrust regulations), company law and international trade law. She passed the New York Bar Exam, February 1983 - Bud Williams Stockman ship School, November 2007, Shell, Wyoming, USA - Preparatory year in Linguistics, Ghent University, September 2010 - Advanced Master Studies in Advanced Linguistics, VUB, September 2012.
As a consultant to Belgian and international businesses, Charles van der Straten Waillet has over 35 years of experience in communication and more particularly in the field of strategic consulting, financial communication and crisis communication at national and international level. In 1970 he was one of the founding shareholders of Infopublic S.A., which he helped to develop into one of Belgian's leading communication consultancies in the 1980s. The Shandwick Group then acquired Infopublic. In 1995, Charles van der Straten Waillet started up European Communication Strategies (C.S.). The vision he had for the new company and which is fast becoming a reality today was to create a hothouse for strategic
communication serving Belgian and international clients. A past president of the International Public Relations Association (IPRA) in 1991, Charles van der Straten Waillet assumes this function for a second mandate in 2005, as IPRA is celebrating its 50th Anniversary. He also chaired the Belgian Public Relations Centre between 1980 and 1984. He is a past board member of the European Public Relations Confederation (CERP). His personal interests are collecting art, reading, opera, exhibitions and cooking. He is also active in the charity organisation United Fund for Belgium and is the national President of the Belgian Multiple Sclerosis League and a board member of the MS International Federation (MSIF). He was born in Brussels on 26/01/1943
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Your Lecturers
From l’Université Catholique de Louvain (UCL):
Sandrine Roginsky is Associate Professor at Université Catholique de Louvain (UCL) since last year. She teaches Internet & Society, E-work, Research Methods and Sociology of Communication. Prior to UCL, she was associate reader in the Graduate communication and journalism School part of the Paris-Sorbonne University. Her current research looks at the use of social media and the Internet by MEPs. Prior to being a full time academic, she worked in the European Parliament. She was the
parliamentary assistant to the MEP who initiated Finance Watch. Sandrine graduated from Queen’s University Belfast and Paris Sorbonne. She holds a PhD in Sociology.
Nicolas Baygert est licencié en communication à l'Université catholique de Louvain, titulaire d'un Master en Relations Internationales à l’University of Kent (Royaume-Uni) et d'un DEA en Sciences Politiques (UCL). Chargé de cours à l'IHECS (Institut des Hautes Etudes des Communications Sociales) il effectue actuellement un Doctorat en sciences de l'information et de la communication en cotutelle au CELSA (Paris IV-Sorbonne) et à l'UCL. Il a exercé successivement dans un Think Tank européen (Centre for European Policy Studies), en agence de communication (Pracsis) dans le cadre de campagnes grand public liées aux thématiques de l'entreprise, de l'environnement et de l'énergie avant de rejoindre la
Commission européenne (2008-2011) comme chargé de communication (Press Officer) à la DG énergie. Il est membre du LASCO (Laboratoire d'Analyse des Systèmes de Communication des Organisations) depuis 2007.
From Arteveldehogeschool University College:
Anne-Marie Cotton is lecturer at Arteveldehogeschool University College. She teaches Communication management, On-line Communication, Media Planning, Advertising and Research Methods. She co-ordinates the Master programme in European Public Relations (MARPE) since 1997. She was president of Euprera (1999-2000) and Euprera secretary general (2001-2009). She graduated from the University of Ghent in Roman Philology. She holds a DESS from lAE-IPA Lille3 and a MBA from the Vlerick Management School Leuven-Gent. Prior to lecturing she was account manager in advertising agencies (Grey Belgium, JWT and
Mirror GGK). She is managing editor of Scientia Paedagogica Experimentalis and is invited expert on the NQA (National Quality Agency Netherlands) for accreditations.
Els Van Betsbrugge is a Lecturer in Public Relations at the Artevelde University College. Her main interests lay in the field of Crisismanagement, Internal Communication, Community Affairs, Media Relations and social media. From 1994-1997 she was member of the think tank on the development of the curriculum of Public Relations in the professional bachelor courses in Flanders. From 1995 until 2011 she also was coordinating the caseprogramme at the Artevelde University College, department for Communication Management. In this programme lecturers and students set up market research and advice for external organisations.
She is a member of Euprera, 3C and BVIC.
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From Cardenal Herrera CEU Valencia:
Maria José Solaz is Vice Rector at Universidad CEU Cardenal Herrera de Valencia. She holds a PhD in psychology. She is co-ordinator of the Master MARPE Iberian line and co-ordinator of the Doctoral Programme in Communication. She teaches the courses "Account management" and "Organizational Communication" in Public Relations Degree as well as in CEU´S MBA. Her last Doctoral Thesis as director handled over: "From employee engagement to brand ambassadors", and "A theoretical branding model to SMEs". Prior to education, she was account manager and consultant in advertising and PR agencies.
Maria Lopez Trigo Reig is coordinator of the MARPE Iberian line and teacher of diverse disciplines relating communication areas (“Strategy Marketing”, “Media Planification”, “Marketing and communication”) of the degree of Marketing and Advertising & Public Relations, and different Masters at the Spanish University “Cardenal Herrera CEU”. She also has a large professional experience as responsible of the Communication & Marketing area of an international fashion company and as a Senior Manager of an international Media Planning Company. Currently she is investigating in political on line communication.
José Martinez is lecturer at Universidad CEU Cardenal Herrera de Valencia (Spain). He teaches the courses: “Creativity in Communication” and “Creative Thought”. As a Research Fellow he had research stays in the United Kingdom and in The Netherlands: at the Solent Southampton University in the United Kingdom and at the Digital World Center at Inholland University in Rotterdam (The Netherlands). His latest research projects are dealing with the relationship between communication and drug addictions and with the impact of digital landscape in creative structures and processes. He presented several papers at national and international congresses. He also acts as communication and innovation consultant for
private and public companies.
From the Instituto Superior de Novas Profissões (INP):
José Lemos Quintela is lecturer at INP – Instituto Superior de Novas Profissões, Lisboa. Since 2007 he is managing partner of Quintela & Reis Consulting, a communication and PR company. He worked at INAPA (pulp and paper sector) as communication director, Banif Bank and Aximage. As professor at INP he is course leader for “Media relations” and co-responsible for “PR specialties” courses at the BA of Public Relations & Advertising. He is MARPE teacher and guest professor at other universities. Quintela has published papers and a book on financial communication and he is responsible for the implementation of
the biggest national event on financial literacy in Portugal – “Infovalor”. José has been elected president of APECOM, the Associação Portuguesa das Empresas em Conselho de Comunicação e Relações Públicas.
Susana de Carvalho is co-coordinator of the MARPE Iberian line and teacher of “Public Affairs and Lobbying” in this master. She is vice-dean of the Communication Sciences Department at INP - Instituto Superior de Novas Profissões, Lisboa as well as teacher of “PR Theory”, “PR Strategies”, “Reputation and Social Responsibility” and “Research in Integrated Communication” courses at the BA of Public Relations & Advertising. Susana Carvalho is the INP institutional representative at EUPRERA. She was invited to be reviewer at some international congress and present some papers, most of all on the field of PR. She takes part in several European research networks.
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Teresa Pires Martins has a degree in Law from Lisbon’s Faculty of Law and a post graduate in Human Resource Management from the University Lusíada. She holds a Master in Business Law, specializing in Employment Law at ISCTE - Instituto Superior de Ciências do Trabalho e da Empresa. She provides training in Employment Law and is an assistant teacher at INP - Instituto Superior de Novas Profissões on the courses of “Communication Law” and “Commercial Law”.
From the University of Greenwich:
Mark Phillimore is a Senior Lecturer and Programme Leader for the Masters in Public
Relations at the University of Greenwich. Prior to Greenwich, he had been a Visiting Lecturer at several business schools and universities in the UK and France, with a strong focus on online communications and e-marketing. These include: the ESCEM School of Business and Management in France part of the University of Tours/Poitiers, the University of Bournemouth Media School; the University of Winchester; the European Business School in London and London Metropolitan University Business School. He also developed and ran training programmes in social media for the UK’s professional PR body, the Chartered Institute of Public
Relations from 2007-10 and for a variety of national organisations. Prior to lecturing, he had his own PR consultancy from 1986-2005, working with multinationals, SMEs and international organisations, particularly in the technology and maritime sectors, on a range of pan-European programmes. Clients included Panasonic, Matsushita, the Norwegian government and the EU. He completed in 2005 a MBA at the University of Portsmouth. He is a member of Euprera, the CIPR and BAFTA.. Albert Evans is currently a Head of the Department in the Business School of the University of Greenwich. His previous career experience included managerial posts in advertising and marketing as well as in development and fundraising for the arts, education and social enterprises. Albert holds first and master’s degrees from the London School of Economics and Political science (LSE) as well as professional qualifications in marketing and accountancy. His research interests include the use of classical rhetoric in contemporary commercial and political discourse and the application of the principles of Baldessar Castiglione’s Book of the Courtier as a tool for influence and “soft power”.
Henneke Sharif is a part time lecturer at Greenwich University and an independent public
affairs adviser. She primarily works with a range of think tanks, public bodies and royal societies and these have included The Royal Commonwealth Society, the Royal Society of Arts, Manchester City Council, Demos, 2020 Public Services Trust, The Work Foundation, ActionAid, Oxfam GB, The Design Council, Crafts Council, and Participle. Prior to this, she was partner at the public affairs agency LLM, advising clients in the private and public sector on their public affairs strategies. These included KPMG, Logica, CBI, Manchester City Council and The Commonwealth Games 2002. She was seconded to the
think tank the ippr to develop the feasibility study for a new think tank, the Centre for Cities. As well as being a part time lecturer at Greenwich, Henneke is an Advisory Board member to the think tank Bright Blue, an associate at Demos, and an associate at the cultural risk organisation Counterpoint. Henneke has a degree in English Literature from Birkbeck University and a Research Masters in Cultural Studies from the London Consortium, where her dissertation was on the creation of the public realm. Henneke is a contributor to the Huffington Post UK, The Commentator and Bright Blue’s Magazine.
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From the University of Bucharest:
Adela Rogojinaru holds a Ph.D in Philology, and she is Reader in the University of
Bucharest, Romania. She is the current Head of the Department of Communication and Public Relations Studies of the Faculty of Letters and Director of the Centre for Interdisciplinary Research in Communication Sciences and Public Relations. At the same time, she cumulates the administrative position of Director of the Centre for Distance Education in the same faculty. She is member of the Scientific Council of the Faculty of Letters and member of the University Senate. She is also member of numerous professional associations in the field of Communication
Sciences such as EUPRERA (European Public Relations Education and Research Association), ECREA (European Communication Research and Education Association), IAMCR (International Association for Media and Communication Research), and IABC (International Association for Business Communication). In addition to her expertise in communication and Public Relations, she has developed projects about educational reform process, academic and pre-university curriculum, teacher training, basic literacy, standards & qualifications, quality assurance. As regards the pedagogical portfolio, she has developed in the last 10 years the majority of study programmes in Public Relations disciplines of her Department, namely Interdisciplinary Fundamentals of PR, Methods and Strategies, Sectorial Applications of PR, Corporate Cultures and Communication, PR for non-profit organisations.
Anca Anton is assistant professor at the Faculty of Letters, University of Bucharest and associate at the Faculty of Business Administration, same university. She holds a PhD in Romanian popular culture, focusing on its products, traits, trends and how they can be studied. She teaches Introduction to Public Relations, Introduction to Advertising, Corporate PR, PR for NGOs, Strategic Advertising and Intercultural Communication and Negotiation. Anca is also vice-president of a youth NGO and coordinator of a community green project developed in the Bucharest Botanical Garden, for which she won two national awards in 2012 (the Urban Green Spaces Award and the Civil Society Gala – Environmental Protection Award).
Augustin Fuerea holds a Ph. D. in Law and is professor of the Faculty of Law; PH. D. Advisor in the field of European Union law, he received the Romanian Academy Prize - Prize "Titulescu" for the book Institutional European Community Law (1998), and the Victor Dan Zlatescu prize of the Union of Jurists of Romania for the book Institutional European Community Law (2000); Augustin is research associate of the Romanian Academy, „Andrei Rădulescu Academy” Legal Research Institute, Head of studies, research and international cooperation department of Romanian Notary Institute; member of several scientific
collectives (Board of Directors of the Romanian Society for European Law, the Board of Directors of the Romanian Association for Foreign Policy, the Board of Directors of the Center for Academic Excellence, etc.). He also is involved in the preparation of different categories of legal professions (judges, lawyers, notaries, judicial executors, etc.) and of civil servants; author of many books and articles.
Oana-Mihaela Salomia holds a Bachelor degree (4 years) in Law and a Master degree in European Law from University of Bucharest and also a Maîtrise degree from the Paris I Panthéone-Sorbonne University. She is a PhD candidate in European Law at University “Nicolae Titulescu” of Bucharest; she analyzes the mechanisms implemented by the EU in order to assure the respect of fundamental rights at European, national and international level. She is external collaborator teaching the European Law Seminars at University of Bucharest, Faculty of Law. She works at the Ministry of Education as counselor for European affairs at the National
Centre for Recognition and Equivalence of Diplomas. She is in charge with transposition and implementation of the European Directive in the field of recognition of professional qualifications and participates as Romanian representative at working parties established by the European institutions in this field.
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From l’Université de Lorraine:
Hélène Boulanger is lecturer at Université de Lorraine, Programme leader MA Strategic communication and Head of Information and Communication department. She was recently appointed as Director of the ‘Collegium SHS de l'Université de Lorraine’. She holds a PhD in Information and communication sciences, Université Nancy 2. She is member of the Centre de Recherche sur les Médiations (Université de Lorraine).
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Your Guest Speakers
Michael Schmitt, Advisor on Economic and Monetary Affairs for the Green Group in the European Parliament. Prior to following economic affairs, he worked on European Trade and Development policies. He holds a Bachelor’s Degree in International Relations, including a year as Erasmus student in ULB, and a Master’s Degree in International law. Before his studies, he went to Bosnia Herzegovina to work for a German NGO based in Sarajevo.
Gisela Gonçalves holds a Ph.D. in Communication Sciences and is Professor of Public Relations and Strategic Communication in the University of Beira Interior (UBI), Covilhã, Portugal. She is the Director of the Master of Strategic Communication at UBI Faculty of Arts. As an integrated researcher at LabCom - Online Communication Lab, she is currently involved in the funded Project "New Media and Politics". Her main research areas are Public Relations Theories, Communication Ethics and Professional Ethics. Along with journal articles and book chapters recent publications include “The Dialogue Imperative (2012), “Introduction to Public Relations Theory” (2010), and the co-edited volume “The
industry of persuasion” (2010). She currently is the Chair of the ECREA Organizational and Strategic Communication Section.
Matthieu Lietaert holds a PhD in political sciences from the European University
Institute. He then transformed his thesis about lobbying in a film, as the co-director of The Brussels Business (film 2012, web 2013). He also edited two books: "Webdocumentary - Survival guide for online filmmakers" (2011) and "Le Cohabitat - Reconstruire des villages en ville" (2012)"
Lien Brusselmans graduated in 2010 as Master in Linguistics and Literature: English-Spanish. She finished her education with a Teacher Training but eventually decided on discovering the business world. In February 2012 she started working as Marketing Manager at Engagor, an online tool for social media monitoring, analytics and engagement. Here she's responsible of everything concerning marketing and communication. In this fast-growing start-up Lien is rapidly gaining experience, which she is happy to share with the world in frequent blog posts.
Steffen Thejll-Moller heads the Digital Communication team at Fleishman-Hillard Brussels. His expertise lies in applying the right digital and social media mix to meet Public Affairs and communications challenges. He has developed campaigns and programmes for organisations from a range of sectors, including pharma, financial services, transport, chemicals and energy, as well as for politicians, political parties and think-tanks. Steffen blogs at steffenmoller.com, focusing on the cross-section of digital, politics and communications. Steffen holds a degree in Modern History and Languages from Oxford University.
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Philippe LAMBERTS was born in 1963 in Brussels, Belgium. He studied Engineering in applied mathematics, at the Catholic University of Louvain. From 1987 to 2009, he worked at IBM in a variety of positions, predominantly managing business with industrial and retail clients. He was elected in June 2009 for a first term in the European Parliament. His political career within the Belgian green party (Ecolo) started in 1991. He served 12 years (1995-2006) as a local city councilor in Anderlecht and also as an adviser on foreign and defense policy to the Vice-Prime Minister Isabelle Durant during the first participation of the Greens in the Belgian federal government (1999-2003). In 1999, he
became a member of the Council of the European Federation of Green Parties as a representative of Ecolo. He was then elected to the executive Committee in 2003 before becoming co-chair of what meanwhile had become the European Green Party (EGP). His second mandate there will end in November 2012. In the EGP, Philippe Lamberts has led the work on devising the Green New Deal as the response of the European Greens to the multi-faceted global crisis. In the European Parliament, Philippe focuses his work on the two committees he is member of. In the economic and monetary affairs committee (ECON) he predominantly deals with macro-economic, economic governance and banking issues. In the committee for industry, research and energy (ITRE) he acts primarily as the Greens' spokesperson on research and innovation issues and has a strong interest in industrial and SME policies. He is also member of the Parliament's delegation for the relations with China, a country which he sees as a crucial partner in meeting the global challenges of the 21st century.
Eric Koper is Chief Officer Management Humidtropics at the International Institute of Tropical Agriculture (IITA). Strategic thinker and versatile practitioner with over 20 years of international professional and academic experience in strategic management, strategic communication, tropical agriculture, change management, monitoring and evaluation, and partnership development. Develops and transforms strategic plans into workable solutions, and benchmarks performance against key operational goals. As a leader, catalyst and energetic change agent thrives in active and high-pressure multicultural environments injecting energy, innovation and fun whilst being responsive
to the inherent complexities. After leading the proposal development of Humidtropics, a CGIAR Research Program led by IITA (www.humidtropics.org, www.cgiar.org, www.iita.org) he is now member of its Senior Management. Humidtopics is a new 15 year research for development program with an initial 3-year 150 million dollar investment that helps poor farm families in tropical Africa, Asia and Americas to boost their income from agricultural systems production intensification while preserving their land for future generations. It addresses the particular livelihood challenges and bottlenecks that farm families, in particular women and vulnerable groups, face using participatory and collaborative approaches with important stakeholders. The humid tropics cover almost 3 billion hectares of land are home to 2.9 billion people. Eric is doctor of Philosophy from Stirling University (PhD), on "Advancing strategic thinking on the positioning of organisational relationships”.
Magdalena Anna Kropiwnicka, sustainable development, food security and land policy advisor with experience in global food policy governance, multi-country project management, research coordination, cooperation with the United Nations Organizations, EU institutions, governments, donor agencies, civil society and media. Travelled widely in developing countries. Since 2010 founder of Food and Climate Consulting whose clients included United Kingdom’s Department of International Development (DFID), International Land Coalition, the Permanent Mission of the Republic of Poland to Food and Agriculture Organization (FAO) and various international NGOs. Previously Technical Advisor, Polish Presidency of the EU Council 2011,
Permanent Representation of the Republic of Poland to the United Nations Specialized Agencies (FAO and WFP), Rome, Italy, as well as Coordinator Partnership Dialogue on Large Scale Land Acquisitions, International Land Coalition, Rome, Italy. Magdalena holds a Master of Arts in International Relations, Post-Graduate Certificate in International Law and Diplomacy from St. John’s University, New York at the Rome Campus, Italy.
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Karel van Hulle was Head of Unit at the European Commission in the Directorate-General Internal Market and Services. At the European Commission, he was subsequently Head of Unit for Accounting Standards, Head of Unit for Financial Reporting and Company Law and Head of Unit for Accounting and Auditing. In that capacity he was closely involved with the harmonisation in the fields of accounting, auditing, and company law both at EU level and internationally and served as the Commission's observer with the International Accounting Standards Committee (IASC), the Consultative Advisory Group of the International Auditing and Assurance Standards
Board (IAASB), the European Financial Reporting Advisory Group (EFRAG) and the financial reporting working party of the Committee of European Securities Regulators (CESR). He was Secretary of the High Level Group of Experts on Company Law which prepared the Commission’s 2003 Action Plan on Company Law. From November 2004 until March 2013, he was Head of Unit for Insurance and Pensions. In that capacity, his main responsibility was the preparation of a new solvency regime for insurance and reinsurance companies (Solvency II). Other areas of work include life and non-life insurance, reinsurance, insurance mediation, motor insurance, insurance guarantee schemes and pension funds. He represents the European Commission within the Committee of European Insurance and Pensions Supervisors (CEIOPS) and within the Technical Committee of the International Association of Insurance Supervisors (IAIS). Prior to that he spent eight years with the Belgian Banking Commission, where he worked in the legal department and served as the first secretary of the Belgian Accounting Standards Committee. Prof. Karel Van Hulle now lectures at the Economics and Business Administration Department of the KU Leuven and at the House of Finance at the Goethe University in Frankfurt where he is attached to the International Centre for Insurance Regulation.
Florence Ranson has been in charge of Communications at the European Banking Federation since January 2002. Previously, she was Secretary General of the European Advertising Tripartite and also managed for 7 years the Team Europe project on behalf of the European Commission. Florence is Managing Vice President of the European Association of Communication Directors and co-Chair of the jury of the European Excellence Awards. A French national, she graduated in languages and international relations in Rennes and Paris.
Gabriela Diezhandino has been head of the public affairs department at Insurance Europe, the European insurance association, since 2007. Prior to that she worked as a senior consultant for a financial services consultancy, and has been working in the European government affairs arena in Brussels for the last 14 years. Gabriela is Spanish, holds Masters' degrees in European law and political sciences, and speaks English and French. The main bulk of her work is on ensuring that decisions taken outside of Europe on the design and implementation of new regulation are appropriate for the European
Insurance Industry. She works on a broad range of issues from systemic risk and Solvency II equivalence to market access.
Holger Sievert (Dr.) is Professor for Media Management, especially PR and
Communication Management, at the Cologne Campus of the MHMK – Macromedia University for Media and Communication, Germany’s leading private media university. He is also heading the PR and communication management section of this university – being meanwhile the largest academic PR training institution in Germany with ten professorships. Furthermore, he works as a communication consultant on strategic issues to some larger German companies and as a certified senior management coach. His main areas of expertise are international, integrated, internal and interactice PR. Previously to his current position, he was Director at the agency group komm.passion, Düsseldorf, held different leadership roles at the Bertelsmann Foundation, Gütersloh,
and worked as an international management consultant for Roland Berger Strategy Consultants in Frankfurt,
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Paris and Rio de Janeiro. He had studied communication science in Münster and Aix-en-Provence and spent a year on sabbatical leave as a research fellow at the University of Cambridge and the University of Lugano. Professor Sievert has published several books and numerous academic articles in journals and edited volumes; a wide selection of his academic research work can be found online at www.holger-sievert.de.
Doctor in Literature, Arts, History & Philosophy (Universita di Lettere e Filosofia di Genova, Italy) and adept in participatory leadership, Daniela Terrile provides strategic assistance in finding the right balance within an organization to maximize successful outcomes and facilitate change. Her extensive experience in the development of valuable relationships with key stakeholders and government agencies has led to a number of successful initiatives including a DG DEVCO workshop with Member States on Financing for Development She is Policy Officer at the Agriculture and Rural Development Division (European Commission) which aim is to assist people to remain with in urban areas and promote
quality through sustainable systems, alongside undertaking core agriculture research on how to use the best resources for individual regions. Her job consists of developing effective relationships between a wide variety of stakeholders, understanding their needs in addition to the core directives and hierarchies within a framework. She aims gaining the buy-in of stakeholders who include large trade organisations, environmental groups, agricultural farmers, contacts from industry and consumer groups. She also coordinates relationships between the Commission and the socio-economic organisations relating to matters covered by the common agricultural policy and by the policy of rural development. Finally she makes valuable contributions to the task of the sector responsible for the development of relations with NGO’s and prepare and organisation advisory groups. She has organized lectures, book presentations, debates and round table conferences on water and Climate Change and Global governance.
Thierry Dieu has been working since October 2004 as communications manager for ETNO, the leading trade association for European telecommunications network operators. ETNO is the main trade association for Europe’s 41 largest e-communications operators located in 34 countries. ETNO is a key interlocutor for EU and international institutions on a wide range of regulatory and technical matters related to the telecoms sector. The association also actively takes part in the debate on issues such as environmental protection and sustainability, Internet governance, network security, data protection and sustainability, privacy, protection of minors and fight against spam and cyber-crime.
Thierry Dieu is in charge of external communications and press activities of the association. Before joining ETNO, Thierry Dieu has worked as communications manager since 2001 at the CIAA, the confederation of food and drink industries of the EU. From 1998-2001 he was employed by the European Commission’s Information Society Directorate where he worked on the e-Europe program and developed information society technology events as a communications and media specialist. From 1995-98, he was a press and information officer for the European Commission’s delegation in Moscow. A journalist by education, he also collaborated with the press agency Belga, the BBC World Service and Radio Moscow International.
Baudouin Velge has been Managing Partner of Interel Belgium since 1 December 2007. He holds a Ph. D. in economics and started his career at the National Bank of Belgium. After working in the financial department of Philips and heading a subsidiary of credit insurer Cobac (now Euler-Hermes Belgium), he became chief economist of the Federation of Employers in Belgium (FEB). He then joined the retailers’ federation (Comeos) as CEO. He is professor of strategic communication at the Catholic University of Louvain (UCL). He sits on the board of two Bel 20 companies (Bekaert and Cofinimmo) and of credit insurer
Ducroire SA. He is also chairman of the Cercle de Lorraine, the leading business club in Brussels.
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Eduardo Guedes de Oliveira is currently the Manager responsible for Institutional Representation of Galp Energia Group. With a Bachelor of Science in Communication and Culture and a minor in Organizational Communication by the Lusófona University of Humanities and Technologies, Lisbon and also owns the Public Relations Certificate, College of Technical Sydney, Sydney, Australia. In April 1982, on the "PGP-Petrochemical and Gas de Portugal, EP" began a long career professional always on the energy sector, but focusing in the gas and in activities that by their nature are perfectly framed in areas of Communications and Public Relations. In the recent past had the responsibility of coordinating the Internal Communication area of Galp Energia. Now and in the scope of its responsibilities, coordinates the activities of
Government Relations, Lobbying, Corporate Events and Protocol Galp Energia Group. Was also in Australia, between 1986 and 1991, where he held the post of Deputy Secretary of State for Portuguese Communities, at the Consulate General of Portugal in Sydney, and was accredited as Vice-Consul of Portugal with jurisdiction over all Australia and New Zealand. Is the President of APCE – Portuguese Association of Organizational Communication for the triennium 2013-2016 and Chairman of the Communication Action Group Europia.
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IP participants From the University of Bucharest:
Adela Elena Sandu Adela Ion Alexandra Cătălina Gheorghe Alexandra Maftei Alexandra Mușat Ana-Maria Gheorghiu Anamaria-Teodora Văcariu Beatrice Elena Dinu Carmen Angela Ciurumelea Carmen-Ana Rotaru Cristian-Ștefan Vasilescu Cristina Lupu Cristina Minia Elena Pelmuş Ioana Alexandra Tomozei Ioana Iacob Iulia-Ioana Matei Iuliana Vădana Foltea Maria-Alexandra Mihalache Roxana Adriana Drăgan
From the Instituto Superior de Novas Profissões:
Ana Margarida Carvalho de Sousa Canavarro Ana Rita Afonso de Freitas Rodrigues David José Gameiro Valpradinhos Diogo Maria Lopes Rodrigues Arantes da Fonseca Inês Filipa da Silva Santos Joana Neves da Silva Bernardes Mariana Pires Silva Miguel Ângelo Ventura Matias Vanda Sofia Ferreira Mendes
From Universidad Cardenal Herrera-CEU: Elena Belenguer Jiménez Juan Ignacio Roca Knowles Maria Blazo Ruiz
From l’Université Lorraine:
Dominique Ouguehi NaisDala Zoé Barad
From l’Université Catholique Louvain:
Antonio Giordano Fabrizia Ferrelli Khadija Chouaibi Leila Loukili Sigourney Gillin
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From the University of Greenwich:
Alina Minaeva Anastasia Stefanidou Arianna Anzaloni Ayesha Hassan Bonnie Jordan Frederika Odelstierna Intissar Guettou James Deacon Louis Trollope Michelle Amos Nataliya Chernyak Roxana Sescu Sophie Goodall
From Arteveldehogeschool University College:
Anne-Valerie Guyaux Diede Braekman Emilie Servais Loes Colpaert
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Key readings
The following three readings are regarded as core for the Erasmus IP on Public Relations: Government Relations and Lobbying in a European Perspective. These need to be read by all participants before arriving for the workshop in March 2012. These readings provide the political, policy and corporate governance context behind lobbying in the European sphere and also in the global context (OECD). These are available in different language versions but all are available in English and French. However, they are not the only perspective and each participating university will be preparing a range of introductory readings and links drawing on media coverage, text books and academic papers. All of these readings and links will be included in the common list of references available to all students both in print and on the online environment for the workshop.
EU Commission. 2006. Green Paper European Transparency Initiative. Available through Europa website: http://ec.europa.eu/transparency/eti/index_en.htm [Accessed 1st February 2012] Contributions from a range of organisations in the EU Commission Green Paper process. http://ec.europa.eu/transparency/eti/contributions_en.htm EU Commission, 2007. Communicating Europe in Partnership. Available through Europa website. [Accessed 14th March 2013] http://europa.eu/legislation_summaries/institutional_affairs/decisionmaking_process/l10117_en.htm MacGallivray, A., Raynard, P., et al. 2005. Towards Responsible Lobbying. UN Global Compact, Accountability. http://www.unglobalcompact.org/docs/news_events/8.1/rl_final.pdf
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References Allard, Nicholas W. (2008) Lobbying is an honorable profession: the right to petition and the competition to be right, Board of Trustees of the Leland Stanford Junior University. http://www.pattonboggs.com/files/News/b291b2c0-6d74-4b3a-b027-01c2c14a1015/Presentation/NewsAttachment/27220956-6c1c-496c-ab35-044186cc2c15/Allard_19slpr23.pdf Amin, M. (2010). The “L” Word: Is lobbying actually a sign of progress in developing countries? World Bank blogs. Available: http://blogs.worldbank.org/psd/node/10439 [Accessed 3rd February 2012]. Alber & Geiger. (2011). EU's leading lobbying law firm. Available: www.albergeiger.com Last accessed 3rd February 2012. Alter, R. (2010). Clearer Lobbying for Cleaner Policy Making. Available: http://www.oecdobserver.org/news/fullstory.php/aid/3254/Clearer_lobbying_for_cleaner_policymaking.html [Accessed 3rd February 2012]. Anon (2007) Expert Group on Confict of Interest with a Special Session on Lobbying: Enhancing Transparency and Accountability, Paris, 07-08 June 2007. Available: http://www.oecd.org/documentprint/0,3455,en_2649_34135_38946352_1_1_1_1,00.html [Accessed 3rd February 2012]. Banks, M. (2011). UK could “learn from EU” on lobbying rules http://www.theparliament.com/latest-news/article/newsarticle/uk-could-learn-from-eu-on-lobbying-rules/ [Accessed 3rd February 2012]. Birklanld, Thomas A. (2005) Policy Process: Theories, Concepts and Models of Public Policy Making. 2 Ed. M.E. Sharpe Burston-Marstellar. (2009). Burston-Marstellar Guide to Effective Lobbying in Europe 2009. Available: http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=143 [Accessed 3rd February 2012]. Corporate Europe. 2012. Mapping the tobacco lobby in Brussels: a smoky business. Corporate Europe Observatory. 6th Nov.2012. Available at: http://corporateeurope.org/sites/default/files/publications/tobacco_lobby_in_brussels.pdf Accessed: 24th January 2013. Coen, D (2007). Lobbying in the European Union. Briefing Paper Directorate General Internal Policies of the Union, European Parliament. Available through: http://www.eurosfaire.prd.fr/7pc/doc/1211469722_lobbying_eu.pdf [Accessed 3rd February 2012]. Coombs, W T & Holladay, S. (2010). Ch 5 Public Relations as Activism and Ch. 10 Issues Management. In: PR Strategy and Application; Managing Influence. London: Wiley-Blackwell. Dahan, N.M. (2009) "The four Ps of corporate political activity: a framework for environmental analysis and political action", Journal of Public Affairs 14723891 (2009) Volume: 9, Issue: 2, Publisher: John Wiley & Sons, Inc., Pages: 111-123 Available from search.ebscohost.com [Accessed 3rd February 2012]. Davis, A. (2007). The Mediation of Power – A critical introduction. Taylor & Francis, London
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de Bussy, N.M., Kelly, L. (2009). Stakeholders,Politics and Power. Towards and understanding of stakeholder identification andsalience in government. Journal of Communication Management. Available: http://www.emeraldinsight.com/journals.htm?articleid=1896077&show=html [Accessed 3rd February 2012]. EU Commission ( 2006) Green Paper European Transparency Initiative. Available through Europa website: http://ec.europa.eu/transparency/eti/index_en.htm [Accesssed 3rd February 2012] (Different language versions available by drop down menu top right of web page. Adobe Acrobat pdf copies of papers also available top right. ) EU Commission ( 2006) White Paper on a European Communication Policy. Available through Europa website: http://europa.eu/legislation_summaries/institutional_affairs/decisionmaking_process/l10105_en.htm [Accessed 3rd February 2012] (Different language versions available by drop down menu top right of web page. Adobe Acrobat pdf copies of papers also available top right. ) EU Parliament. (2003) Lobbying in the European Union: Current Rules and Practices. Working Paper. Available through Europa website: http://ec.europa.eu/civil_society/interest_groups/docs/workingdocparl.pdf [Accessed 3rd February 2012]. European Commission. 2001. European Governance. A White Paper in: http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:52001DC0428:EN:NOT [Accesssed 3rd February 2012] European Commission. 2002. Towards a reinforced culture of consultation and dialogue - General principles and minimum standards for consultation of interested parties by the Commission in: http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:52002DC0704:EN:NOT [Accesssed 3rd February 2012] EU Transparency Register (2011). http://europa.eu/transparency-register/index_en.htm [Accessed 3rd February 2012]. Haverland, M., Liefferink, D. (2012) Member State interest articulation in the Commission phase. Institutional pre‐conditions for influencing ‘Brussels’ IN http://ssrn.com/abstract=1805579 [Accesssed 3rd February 2012] HMSO. 2012. Introducing a Statutory Register of Lobbyist (January 2012), UK Government
in http://www.official-documents.gov.uk/document/cm82/8233/8233.pdf
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