Local view for "http://purl.org/linkedpolitics/eu/plenary/2005-05-10-Speech-2-263"

Predicate	Value (sorted: default)
rdf:type	lpv_eu:Speech⁶
dcterms:Date	"2005-05-10"^^xsd:date⁶
dcterms:Is Part Of	lp_eu:Infotund (Euroopa Komisjon)⁶
dcterms:Language	"en"^^xsd:language⁶
lpv:document identification number	"en.20050510.26.2-263"⁶
lpv:hasSubsequent	lp_eu:2005-05-10-Speech-2-264⁶
lpv:speaker	lp:Margot Wallström⁶
lpv:spoken text	". The Barroso Commission has proposed a partnership for a renewed European order to tackle the complex challenges ahead, where vision, leadership and delivery are the key elements for building renewed trust and confidence. The only way to develop this partnership is by bringing in the European citizens and taking their interests into account. The first responsibility of the present Commission is, therefore, to connect with citizens. Let me add immediately that this is not just the Commission’s responsibility. In fact, it is very much the responsibility of all players: Parliament, the Council and the Member State governments. The Commission will, therefore, put forward a White Paper on communication, which will address the role of all involved and which will give the other institutions the possibility to define and organise their input. The Commission for its part will pursue a new approach on communication, which will focus on the need to interest Europeans in EU politics. This demand-driven communication approach has to involve a better understanding of target audiences and those who act as multipliers, a better use of modern and effective communication tools and techniques, and a more professional attitude to all our communication work. What the Commission will have to do first is to improve its listening process. The Commission needs to make better use of its polling and intelligence services – if I may call them that – in its consultation procedures and to use its communication tools according to the needs and interests of its audiences. In order to reach people, the communication of political priorities will be adapted to demographic and national specificities, instead of taking the classical one-size-fits-all approach. Our representation offices in the Member States will have a central role to play here. The Commission will explain its policies and their impact on EU citizens’ daily lives and communicate the tangible benefits of Europe rather than overload people with technical information. Last, but not least, the Commission will encourage and support efforts to establish and improve a dialogue with Europeans. The Commission will, therefore, need to professionalise its communication activities. That involves improving research, planning, coordination and evaluation of communication activities and making better use of the excellent communication tools the Commission has at its disposal and the representations in the 25 Member States. Communication will be integrated into the Commission’s working culture and into policy formulation from the very beginning, and this needs to be maintained throughout the whole political process. Since communication is an across-the-board challenge, all actors – from the European institutions and Member States to civil society and the media – have a role to play. Interinstitutional cooperation is a key element. The Commission has kept Parliament regularly informed on the development of the communication strategy, which was also discussed at the last meeting of the Interinstitutional Group on Information and in the Committee on Culture and Education during the discussion on the Herrero-Tejedor report. The Commission will invite the European Parliament and the Council to comment on its White Paper. The Commission will also continue to improve relations with the media, in particular regional and local media in the Member States, as a key element for ensuring that information reaches the citizens."@en⁴
lpv:translated text	"The Barroso Commission has proposed a partnership for a renewed European order to tackle the complex challenges ahead, where vision, leadership and delivery are the key elements for building renewed trust and confidence. The only way to develop this partnership is by bringing in the European citizens and taking their interests into account. The first responsibility of the present Commission is, therefore, to connect with citizens. Let me add immediately that this is not just the Commission’s responsibility. In fact, it is very much the responsibility of all players: Parliament, the Council and the Member State governments. The Commission will, therefore, put forward a White Paper on communication, which will address the role of all involved and which will give the other institutions the possibility to define and organise their input. The Commission for its part will pursue a new approach on communication, which will focus on the need to interest Europeans in EU politics. This demand-driven communication approach has to involve a better understanding of target audiences and those who act as multipliers, a better use of modern and effective communication tools and techniques, and a more professional attitude to all our communication work. What the Commission will have to do first is to improve its listening process. The Commission needs to make better use of its polling and intelligence services – if I may call them that – in its consultation procedures and to use its communication tools according to the needs and interests of its audiences. In order to reach people, the communication of political priorities will be adapted to demographic and national specificities, instead of taking the classical one-size-fits-all approach. Our representation offices in the Member States will have a central role to play here. The Commission will explain its policies and their impact on EU citizens’ daily lives and communicate the tangible benefits of Europe rather than overload people with technical information. Last, but not least, the Commission will encourage and support efforts to establish and improve a dialogue with Europeans. The Commission will, therefore, need to professionalise its communication activities. That involves improving research, planning, coordination and evaluation of communication activities and making better use of the excellent communication tools the Commission has at its disposal and the representations in the 25 Member States. Communication will be integrated into the Commission’s working culture and into policy formulation from the very beginning, and this needs to be maintained throughout the whole political process. Since communication is an across-the-board challenge, all actors – from the European institutions and Member States to civil society and the media – have a role to play. Interinstitutional cooperation is a key element. The Commission has kept Parliament regularly informed on the development of the communication strategy, which was also discussed at the last meeting of the Interinstitutional Group on Information and in the Committee on Culture and Education during the discussion on the Herrero-Tejedor report. The Commission will invite the European Parliament and the Council to comment on its White Paper. The Commission will also continue to improve relations with the media, in particular regional and local media in the Member States, as a key element for ensuring that information reaches the citizens."@cs¹ "Barroso-Kommissionen har foreslået et partnerskab for en fornyet europæisk orden til håndtering af de komplekse fremtidige udfordringer, hvor vision, lederskab og gennemførelse er de vigtigste forudsætninger for at genoprette tillid og tiltro. Den eneste måde at udvikle dette partnerskab på er at inddrage de europæiske borgere og tage deres interesser i betragtning. Den nuværende Kommissions primære ansvar er derfor at komme i kontakt med borgerne. Lad mig straks tilføje, at dette ikke udelukkende er Kommissionens ansvar. Ansvaret ligger faktisk hos alle aktører, dvs. Parlamentet, Rådet og medlemsstaternes regeringer. Kommissionen vil derfor forelægge en hvidbog om kommunikation, som vil omhandle alle involverede parters rolle og give de andre institutioner mulighed for at definere og organisere deres bidrag. Kommissionen vil for sin del følge en ny kommunikationsstrategi, som vil fokusere på behovet for at gøre europæerne interesserede i EU-politik. Denne behovsorienterede kommunikationsstrategi skal omfatte bedre forståelse af målgrupperne og dem, der optræder som multiplikatorer, bedre anvendelse af moderne og effektive kommunikationsredskaber og -teknikker og en mere professionel tilgang til alt vores kommunikationsarbejde. Det, som Kommissionen skal gøre først, er at forbedre sin lytteproces. Kommissionen skal gøre bedre brug af sine opinions- og efterretningstjenester - hvis jeg må kalde dem det - i sine høringsprocedurer og bruge sine kommunikationsredskaber i henhold til målgruppernes behov og interesser. For at nå ud til befolkningen vil formidlingen af politiske prioriteringer blive tilpasset til befolkningsmæssige og nationale særegenheder i stedet for at anvende den klassiske model med fælles normer for alle. Vores repræsentationskontorer i medlemsstaterne kommer til at spille en central rolle på dette punkt. Kommissionen vil forklare sine politikker og deres indvirkning på EU-borgernes hverdag og kommunikere Europas konkrete fordele i stedet for at overlæsse folk med tekniske oplysninger. Sidst, men ikke mindst, vil Kommissionen tilskynde til og støtte bestræbelser på at etablere og forbedre en dialog med europæerne. Kommissionen vil derfor skulle gøre sine kommunikationsaktiviteter professionelle. Det indebærer bedre forskning, planlægning, koordinering og evaluering af kommunikationsaktiviteter og bedre anvendelse af de fremragende kommunikationsredskaber, som Kommissionen og repræsentationerne i de 25 medlemsstater har til sin rådighed. Kommunikation vil blive en integreret del af Kommissionens arbejdskultur og politikudformning lige fra begyndelsen, og dette skal fastholdes under hele den politiske proces. Eftersom kommunikation er en udfordring på alle planer, har alle aktører - fra de europæiske institutioner og medlemsstaterne til det civile samfund og medierne - en rolle at spille. Interinstitutionelt samarbejde er et afgørende element. Kommissionen har løbende holdt Parlamentet underrettet om udviklingen af kommunikationsstrategien, som også blev drøftet på det sidste møde i Den Interinstitutionelle Gruppe om Information og i Kultur- og Uddannelsesudvalget under diskussionen af Herrero-Tejedor-betænkningen. Kommissionen vil anmode Europa-Parlamentet og Rådet om at udtale sig om hvidbogen. Kommissionen vil også fortsat forbedre forbindelserne til medierne, navnlig de regionale og lokale medier i medlemsstaterne, hvilket er afgørende for at sikre, at oplysningerne når ud til borgerne."@da^2,2 ". Die Kommission Barroso hat eine Partnerschaft für eine erneuerte europäische Ordnung vorgeschlagen, um die vor uns liegenden komplexen Aufgaben zu lösen. Dabei geht es darum, vor allem durch eine überzeugende Vision, Führungsstärke und das Einlösen von Versprechen das Vertrauen der Bürger zurückzugewinnen. Diese Partnerschaft kann nur gemeinsam mit den europäischen Bürgern und unter Berücksichtigung ihrer Interessen entwickelt werden. Deshalb wird die wichtigste Aufgabe der derzeitigen Kommission darin bestehen, den Kontakt zu den Bürgern herzustellen, wobei ich gleich hinzufügen möchte, dass das nicht nur die Aufgabe der Kommission ist. Das gilt für alle Akteure: das Parlament, den Rat und die Regierungen der Mitgliedstaaten. Die Kommission wird deshalb ein Weißbuch über ihre Kommunikationsstrategie erarbeiten, das sich mit der Rolle aller Beteiligten befassen und den anderen Institutionen die Möglichkeit geben wird, ihren jeweiligen Beitrag zu definieren und zu organisieren. Die Kommission ihrerseits wird eine neue Kommunikationsstrategie verfolgen, die es sich vor allem zur Aufgabe machen wird, das Interesse der Europäer für die EU-Politik zu verstärken. Diese nachfrageorientierte Kommunikationsstrategie erfordert ein besseres Verständnis der betroffenen Zielgruppen und derjenigen, die als Multiplikatoren fungieren, eine bessere Nutzung von modernen und effektiven Kommunikationsinstrumenten und –techniken sowie ein professionelleres Herangehen an unsere Öffentlichkeitsarbeit. Als ersten Schritt muss die Kommission lernen, besser zuzuhören. Die Kommission muss bei ihren Konsultationsverfahren ihre Umfrage- und Nachrichtendienste – wenn ich sie einmal so nennen darf – besser nutzen und ihre Kommunikationsinstrumente entsprechend den Bedürfnissen und Interessen der jeweiligen Zielgruppe einsetzen. Um die Bürger zu erreichen werden wir die Weitergabe politischer Prioritäten auf die jeweiligen demografischen und nationalen Besonderheiten abstimmen, anstatt wie bisher eher undifferenziert vorzugehen. Dabei kommt unseren Vertretungen in den Mitgliedstaaten eine zentrale Rolle zu. Die Kommission wird ihre Politiken und deren Auswirkungen auf den Alltag der EU-Bürger erläutern und die greifbaren Vorzüge darlegen, die ihnen die EU bringt, anstatt die Bürger mit technischen Informationen zu überfrachten. Und schließlich wird die Kommission Bemühungen um die Aufnahme und Verbesserung des Dialogs mit den Bürgern anregen und unterstützen. Die Kommission muss daher ihre Kommunikationsaktivitäten professioneller gestalten. Dazu muss sie die Untersuchung, Planung, Koordinierung und Evaluierung von Kommunikationsaktivitäten verbessern und die ausgezeichneten Kommunikationsinstrumente, die der Kommission zur Verfügung stehen, sowie die Vertretungen in den 25 Mitgliedstaaten besser nutzen. Die Kommunikation wird sich zu einem festen Bestandteil der Arbeitskultur der Kommission entwickeln und von Anfang an Eingang in die Politikgestaltung finden, wobei sie sich wie ein roter Faden durch den gesamten politischen Prozess ziehen muss. Da die Kommunikation eine Herausforderung für alle Bereiche darstellt, müssen sämtliche Akteure – von den europäischen Institutionen über die Mitgliedstaaten bis hin zur Zivilgesellschaft und den Medien – einen Beitrag leisten. Die interinstitutionelle Zusammenarbeit bildet dabei ein Schlüsselelement. Die Kommission hat das Parlament regelmäßig über die Entwicklung der Kommunikationsstrategie informiert, die zudem auf der letzten Sitzung der Interinstitutionellen Gruppe „Information“ sowie bei der Diskussion des Berichts Herrero-Tejedor im Ausschuss für Kultur und Bildung behandelt wurde. Die Kommission wird das Europäische Parlament und den Rat um eine Stellungnahme zum Weißbuch bitten. Die Kommission wird ferner ihre Beziehungen zu den Medien, insbesondere zu den regionalen und lokalen Medien in den Mitgliedstaaten verbessern, um zu gewährleisten, dass ihre Informationen die Bürger erreichen."@de⁹ "Η Επιτροπή Barroso πρότεινε μια σύμπραξη για μια νέα ευρωπαϊκή τάξη προκειμένου να αντιμετωπιστούν οι σύνθετες προκλήσεις του μέλλοντος, στην οποία το όραμα, η ηγεσία και η εκπλήρωση των δεσμεύσεων θα αποτελούν τα βασικά στοιχεία για την οικοδόμηση ανανεωμένης εμπιστοσύνης και αυτοπεποίθησης. Ο μόνος τρόπος να αναπτυχθεί αυτή η σύμπραξη είναι μέσω της συμμετοχής των ευρωπαίων πολιτών και της λήψης υπόψη των συμφερόντων τους. Κατά συνέπεια, η πρώτη ευθύνη της παρούσας Επιτροπής είναι η σύνδεση με τους πολίτες. Επιτρέψτε μου να προσθέσω αμέσως ότι αυτό δεν αποτελεί μόνο ευθύνη της Επιτροπής. Στην πραγματικότητα, αποτελεί σε μεγάλο βαθμό ευθύνη όλων των ενδιαφερομένων πλευρών: του Κοινοβουλίου, του Συμβουλίου και των κυβερνήσεων των κρατών μελών. Η Επιτροπή, συνεπώς, θα εκπονήσει ένα Λευκό Βιβλίο για την επικοινωνία, στο οποίο θα εξετάζεται ο ρόλος όλων των ενδιαφερομένων και το οποίο θα παρέχει στα άλλα θεσμικά όργανα τη δυνατότητα να προσδιορίσουν και να οργανώσουν τη συνδρομή τους. Η Επιτροπή, από την πλευρά της, θα επιδιώξει μια νέα προσέγγιση στην επικοινωνία, η οποία θα εστιάζει στην ανάγκη να ενδιαφερθούν οι Ευρωπαίοι για την πολιτική της ΕΕ. Αυτή η βασισμένη στις ανάγκες προσέγγιση της επικοινωνίας πρέπει να περιλαμβάνει την καλύτερη κατανόηση των ομάδων στόχων και όσων δρουν ως πολλαπλασιαστές, καλύτερη χρήση των σύγχρονων και αποτελεσματικών μέσων και τεχνικών επικοινωνίας και πιο επαγγελματική στάση σε όλο το επικοινωνιακό μας έργο. Αυτό που πρέπει να κάνει πρώτα η Επιτροπή είναι να βελτιώσει τις διαδικασίες ακρόασης που εφαρμόζει. Η Επιτροπή πρέπει να αξιοποιήσει καλύτερα τις υπηρεσίες σφυγμομετρήσεων και πληροφοριών της –αν μπορώ να τις ονομάσω έτσι– στις διαδικασίες διαβούλευσης που εφαρμόζει και να χρησιμοποιήσει τα μέσα επικοινωνίας που διαθέτει σύμφωνα με τις ανάγκες και τα συμφέροντα των ομάδων στις οποίες απευθύνεται. Για την προσέγγιση των πολιτών, η γνωστοποίηση των πολιτικών προτεραιοτήτων θα προσαρμοστεί στις δημογραφικές και εθνικές ιδιαιτερότητες, αντί για την κλασική ενιαία προσέγγιση. Τα γραφεία των αντιπροσωπειών μας στα κράτη μέλη θα διαδραματίσουν κεντρικό ρόλο σε αυτή τη διαδικασία. Η Επιτροπή θα εξηγήσει τις πολιτικές της και την επίδρασή τους στην καθημερινή ζωή των πολιτών της ΕΕ και θα γνωστοποιήσει τα απτά οφέλη της Ευρώπης αντί να επιβαρύνει τους πολίτες με τεχνικές πληροφορίες. Τελευταίο, αλλά εξίσου σημαντικό, η Επιτροπή θα ενθαρρύνει και θα στηρίξει τις προσπάθειες για καθιέρωση και βελτίωση ενός διαλόγου με τους Ευρωπαίους. Συνεπώς, η Επιτροπή θα πρέπει να δώσει επαγγελματικό χαρακτήρα στις δραστηριότητές της που σχετίζονται με την επικοινωνία. Αυτό συνεπάγεται τη βελτίωση, τον σχεδιασμό, τον συντονισμό και την αξιολόγηση των δραστηριοτήτων επικοινωνίας και τη βέλτιστη χρήση των άριστων μέσων επικοινωνίας που έχει στη διάθεσή της η Επιτροπή, καθώς και των αντιπροσωπειών στα 25 κράτη μέλη. Η επικοινωνία θα ενσωματωθεί στην εργασιακή κουλτούρα της Επιτροπής και στη διαμόρφωση πολιτικής από την αρχή και αυτό πρέπει να διατηρηθεί σε όλη την πολιτική διαδικασία. Καθώς η επικοινωνία είναι μια γενική πρόκληση, όλοι οι φορείς –από τα ευρωπαϊκά θεσμικά όργανα και τα κράτη μέλη μέχρι την κοινωνία των πολιτών και τα μέσα ενημέρωσης– καλούνται να διαδραματίσουν ιδιαίτερο ρόλο. Η διοργανική συνεργασία αποτελεί βασικό στοιχείο. Η Επιτροπή ενημερώνει το Κοινοβούλιο σε τακτική βάση σχετικά με την ανάπτυξη της επικοινωνιακής στρατηγικής, η οποία συζητήθηκε επίσης στην τελευταία συνεδρίαση της διοργανικής ομάδας για την πληροφόρηση και στην Επιτροπή Πολιτισμού και Παιδείας κατά τη συζήτηση σχετικά με την έκθεση Herrero-Tejedor. Η Επιτροπή θα καλέσει το Ευρωπαϊκό Κοινοβούλιο και το Συμβούλιο να υποβάλουν τις παρατηρήσεις τους σχετικά με το Λευκό Βιβλίο. Θα συνεχίσει επίσης να βελτιώνει τις σχέσεις της με τα μέσα ενημέρωσης, ειδικά με τα περιφερειακά και τοπικά μέσα ενημέρωσης στα κράτη μέλη, ως βασικό στοιχείο ώστε να διασφαλίσει ότι οι πληροφορίες φτάνουν στους πολίτες."@el¹⁰ ". La Comisión Barroso ha lanzado una propuesta de asociación para establecer un renovado orden europeo con vistas a abordar los complejos desafíos que se avecinan, donde la visión, el liderazgo y la transmisión son los elementos clave para construir una confianza y una seguridad renovadas. La única forma de desarrollar esta asociación pasa por implicar a los ciudadanos europeos y tener en cuenta sus intereses. Por tanto, la primera responsabilidad de la presente Comisión es conectar con los ciudadanos. Permítanme añadir inmediatamente que esta no es solo responsabilidad de la Comisión. De hecho, es responsabilidad de todas las partes en juego: el Parlamento, el Consejo y los Gobiernos de los Estados miembros. Por tanto, la Comisión propondrá un Libro Blanco sobre comunicación, que abordará el papel de todos los implicados y que brindará a las demás instituciones la posibilidad de definir y organizar su aportación. La Comisión por su parte intentará dar un nuevo enfoque a la comunicación, que se centrará en la necesidad de despertar el interés de los europeos por la política de la Unión Europea. Este enfoque de comunicación basada en la demanda ha de implicar un mejor conocimiento de los destinatarios y de los agentes multiplicadores, un mejor uso de las herramientas y técnicas de comunicación modernas y eficaces, y una actitud más profesional ante toda nuestra labor de comunicación. Lo que la Comisión tendrá que hacer, en primer lugar, es mejorar su forma de escuchar. La Comisión necesita utilizar mejor sus servicios de sondeo e inteligencia, si podemos llamarlo así, en sus procedimientos de consulta, así como sus herramientas de comunicación de acuerdo con las necesidades e intereses de sus audiencias. Para llegar a los ciudadanos, la comunicación de las prioridades políticas se adaptará a las especificidades demográficas y nacionales, en lugar de adoptar el clásico enfoque de «talla única». En este sentido, nuestras oficinas de representación en los Estados miembros desempeñarán un papel central. La Comisión explicará sus políticas y su efecto en las vidas diarias de los ciudadanos de la Unión Europea y comunicará las ventajas tangibles de Europa en lugar de sobrecargar a las personas con información técnica. Por último, la Comisión promoverá y apoyará los esfuerzos por establecer y mejorar el diálogo con los europeos. Por tanto, la Comisión necesita profesionalizar sus actividades de comunicación. Esto implica mejorar la investigación, la planificación, la coordinación y la evaluación de las actividades de comunicación y mejorar el uso de herramientas de comunicación de calidad a su alcance y las representaciones en los 25 Estados miembros. La comunicación se integrará desde el principio en la cultura de trabajo de la Comisión y en la formulación política, y así ha de mantenerse en todo el proceso político. Como la comunicación es un desafío general, todos los participantes, desde las instituciones europeas y los Estados miembros hasta la sociedad civil y los medios de comunicación, desempeñan un papel. La cooperación interinstitucional es un elemento esencial. La Comisión ha mantenido regularmente informado al Parlamento en torno al desarrollo de la estrategia de comunicación, que también se debatió en la última reunión del Grupo Interinstitucional sobre Información y en la Comisión de Cultura y Educación durante el debate en torno al informe Herrero-Tejedor. La Comisión invitará al Parlamento Europeo y al Consejo a comentar el Libro Blanco. Además, seguirá mejorando las relaciones con los medios, en particular los regionales y locales de los Estados miembros, como elemento clave para garantizar que la información llegue a los ciudadanos."@es²⁰ "The Barroso Commission has proposed a partnership for a renewed European order to tackle the complex challenges ahead, where vision, leadership and delivery are the key elements for building renewed trust and confidence. The only way to develop this partnership is by bringing in the European citizens and taking their interests into account. The first responsibility of the present Commission is, therefore, to connect with citizens. Let me add immediately that this is not just the Commission’s responsibility. In fact, it is very much the responsibility of all players: Parliament, the Council and the Member State governments. The Commission will, therefore, put forward a White Paper on communication, which will address the role of all involved and which will give the other institutions the possibility to define and organise their input. The Commission for its part will pursue a new approach on communication, which will focus on the need to interest Europeans in EU politics. This demand-driven communication approach has to involve a better understanding of target audiences and those who act as multipliers, a better use of modern and effective communication tools and techniques, and a more professional attitude to all our communication work. What the Commission will have to do first is to improve its listening process. The Commission needs to make better use of its polling and intelligence services – if I may call them that – in its consultation procedures and to use its communication tools according to the needs and interests of its audiences. In order to reach people, the communication of political priorities will be adapted to demographic and national specificities, instead of taking the classical one-size-fits-all approach. Our representation offices in the Member States will have a central role to play here. The Commission will explain its policies and their impact on EU citizens’ daily lives and communicate the tangible benefits of Europe rather than overload people with technical information. Last, but not least, the Commission will encourage and support efforts to establish and improve a dialogue with Europeans. The Commission will, therefore, need to professionalise its communication activities. That involves improving research, planning, coordination and evaluation of communication activities and making better use of the excellent communication tools the Commission has at its disposal and the representations in the 25 Member States. Communication will be integrated into the Commission’s working culture and into policy formulation from the very beginning, and this needs to be maintained throughout the whole political process. Since communication is an across-the-board challenge, all actors – from the European institutions and Member States to civil society and the media – have a role to play. Interinstitutional cooperation is a key element. The Commission has kept Parliament regularly informed on the development of the communication strategy, which was also discussed at the last meeting of the Interinstitutional Group on Information and in the Committee on Culture and Education during the discussion on the Herrero-Tejedor report. The Commission will invite the European Parliament and the Council to comment on its White Paper. The Commission will also continue to improve relations with the media, in particular regional and local media in the Member States, as a key element for ensuring that information reaches the citizens."@et^5,5 ". Barroson komissio on ehdottanut kumppanuutta uuden eurooppalaisen järjestyksen puolesta, jotta voimme kohdata ne edessämme olevat monimutkaiset haasteet, joissa näkemyksellä, johtajuudella ja lupausten täyttämisellä on keskeinen asema uuden luottamuksen rakentamisessa. Ainoa keino kehittää tätä kumppanuutta on ottaa unionin kansalaiset ja heidän etunsa huomioon. Nykyisen komission tärkein tehtävä on näin ollen löytää yhteys kansalaisiin. Lisään tähän heti, että kyseessä ei ole vain komission tehtävä. Itse asiassa se on hyvin pitkälti kaikkien osapuolten tehtävä, niin parlamentin, neuvoston kuin jäsenvaltioiden hallitustenkin tehtävä. Tämän vuoksi komissio esittää tiedotusta koskevan valkoisen kirjan, jossa se käsittelee kaikkien osapuolten roolia ja jossa annetaan muille toimielimille mahdollisuus määrittää ja organisoida oma panoksensa. Komissio aikoo omalta osaltaan noudattaa uutta tiedotusta koskevaa lähestymistapaa, jossa keskitytään tarpeeseen saada unionin kansalaiset kiinnostumaan EU:n politiikasta. Tässä kysyntään perustuvassa tiedotusmenetelmässä on ymmärrettävä paremmin kohdeyleisöjä sekä tiedonvälittäjiä, käytettävä paremmin uudenaikaisia ja tehokkaita tiedotusvälineitä ja -tekniikoita sekä asennoiduttava ammattimaisemmin kaikkeen tiedotustyöhömme. Ensimmäiseksi komission on parannettava kuunteluprosessiaan. Komission on hyödynnettävä kuulemismenettelyissään tehokkaammin mielipidekysely- ja tiedustelupalvelujaan – jos sallitte tämän nimityksen – sekä käytettävä viestintävälineitään yleisönsä tarpeiden ja kiinnostuksen mukaan. Jotta ensisijaisia poliittisia tavoitteita koskeva viestintä saavuttaisi kansalaiset, se on mukautettava väestöllisiin ja kansallisiin erityispiirteisiin sen sijaan, että käytetään perinteiseen tapaan samaa tiedotustapaa kaikissa tilanteissa. Edustustoillamme jäsenvaltioissa on tässä keskeinen tehtävä. Vastaisuudessa komissio selittää eri alojen politiikkaansa ja sen vaikutuksia kansalaisten jokapäiväiseen elämään sekä tiedottaa unionin konkreettisista eduista eikä rasita ihmisiä liiallisilla teknisillä tiedoilla. Lisäksi komissio kannustaa ja tukee toimenpiteitä unionin kansalaisten kanssa käytävän vuoropuhelun luomiseksi ja parantamiseksi. Komission onkin ammattimaistettava viestintäpalvelujaan. Tämä tarkoittaa sitä, että komission viestintätoimien tutkimusta, suunnittelua, koordinointia ja arviointia on kehitettävä ja että komission ja sen 25 jäsenvaltiossa olevien edustustojen käytössä olevia erinomaisia viestintävälineitä on hyödynnettävä tehokkaammin. Viestintä aiotaan sisällyttää komission työkulttuuriin ja politiikan suunnitteluun alusta lähtien, ja sitä on pidettävä yllä poliittisen prosessin kaikissa vaiheissa. Koska viestintä on monialainen haaste, kaikilla toimijoilla – unionin toimielimistä ja jäsenvaltioista kansalaisyhteiskuntaan ja tiedotusvälineisiin – on oma tehtävänsä. Toimielinten välisellä yhteistyöllä on keskeinen merkitys. Komissio on tiedottanut parlamentille säännöllisesti viestintästrategian kehittymisestä, ja siitä keskusteltiin myös edellisessä toimielinten tiedotusyhteistyöryhmän kokouksessa sekä kulttuuri- ja koulutusvaliokunnassa Herrero-Tejedorin mietintöä koskevassa keskustelussa. Komissio pyytää Euroopan parlamenttia ja neuvostoa esittämään huomautuksia valkoisesta kirjastaan. Komissio jatkaa myös suhteittensa parantamista tiedotusvälineisiin ja erityisesti jäsenvaltioiden alueellisiin ja paikallisiin tiedotusvälineisiin. Tämä on erittäin tärkeää, kun halutaan varmistaa, että tiedotus saavuttaa kansalaiset."@fi⁷ ". La Commission Barroso a proposé un partenariat pour le renouveau européen afin de relever les défis complexes à venir, pour lesquels la vision, la capacité de direction et l’action sont les éléments clés nécessaires à l’instauration d’un regain de confiance. La seule manière de mettre en place ce partenariat est d’impliquer les citoyens européens et de tenir compte de leurs intérêts. La première responsabilité de la présente Commission est par conséquent de communiquer avec les citoyens. Permettez-moi d’ajouter d’emblée que cette démarche ne relève pas que de la responsabilité de la Commission. En réalité, il y va de la responsabilité de tous les acteurs: le Parlement, le Conseil et les gouvernements des États membres. En conséquence, la Commission présentera un livre blanc sur la communication, qui abordera le rôle de toutes les parties concernées et donnera aux autres institutions la possibilité de définir et d’organiser leur participation. La Commission, de son côté, poursuivra une nouvelle approche en matière de communication, qui sera axée sur la nécessité de susciter l’intérêt des Européens pour les politiques communautaires. Cette approche, fondée sur la demande, doit s’accompagner d’une meilleure compréhension du public ciblé et de ceux qui jouent le rôle de relais, ainsi que d’une meilleure utilisation d’outils et de techniques de communication modernes et efficaces et d’une attitude plus professionnelle dans le cadre de nos activités de communication. Il appartiendra à la Commission d’être davantage à l’écoute dans un premier temps. Elle doit améliorer le recours à ses services de sondage et de renseignement - si je peux les qualifier de la sorte - dans le cadre de ses procédures de consultation, et recourir à ses outils de communication en fonction des besoins et des intérêts du public ciblé. Pour susciter l’intérêt des citoyens, on adaptera la communication des priorités politiques aux spécificités démographiques et nationales, au lieu d’adopter l’habituelle approche unique. Nos bureaux de représentation dans les États membres auront un rôle clé à jouer à cet égard. La Commission expliquera ses politiques et leur incidence sur le quotidien des citoyens de l’Union et fera part des avantages concrets de l’Europe, au lieu de submerger les citoyens d’informations techniques. Enfin et surtout, la Commission encouragera et soutiendra les efforts visant à établir et à améliorer le dialogue avec les Européens. Par conséquent, elle devra baser ses activités de communication sur le professionnalisme, c’est-à-dire notamment améliorer la recherche, l’organisation, la coordination et l’évaluation d’activités de communication, et faire meilleur usage des excellents moyens de communication qui sont à sa disposition et des bureaux de représentation dans les 25 États membres. La communication sera intégrée dans la culture interne de la Commission et dans l’élaboration des politiques dès le début, une démarche qui doit être maintenue tout au long de l’ensemble du processus politique. Dans la mesure où la communication est un défi qui concerne tous les niveaux, tous les acteurs - qu’il s’agisse des institutions européennes, des États membres, de la société civile ou de la presse - ont un rôle à jouer. La coopération interinstitutionnelle est un élément fondamental. La Commission tient régulièrement le Parlement informé des avancées dans la stratégie de communication, qui a de plus été abordée lors de la dernière réunion du groupe interinstitutionnel de l’information et au sein de la commission de la culture et de l’éducation portant sur le rapport Herrero-Tejedor. La Commission invitera le Parlement européen et le Conseil à faire part de leurs commentaires sur le livre blanc. Elle continuera en outre à améliorer les relations avec la presse, en particulier la presse régionale et locale dans les États membres, auxquelles elle accorde un rôle fondamental pour s’assurer que les informations parviennent aux citoyens."@fr⁸ "The Barroso Commission has proposed a partnership for a renewed European order to tackle the complex challenges ahead, where vision, leadership and delivery are the key elements for building renewed trust and confidence. The only way to develop this partnership is by bringing in the European citizens and taking their interests into account. The first responsibility of the present Commission is, therefore, to connect with citizens. Let me add immediately that this is not just the Commission’s responsibility. In fact, it is very much the responsibility of all players: Parliament, the Council and the Member State governments. The Commission will, therefore, put forward a White Paper on communication, which will address the role of all involved and which will give the other institutions the possibility to define and organise their input. The Commission for its part will pursue a new approach on communication, which will focus on the need to interest Europeans in EU politics. This demand-driven communication approach has to involve a better understanding of target audiences and those who act as multipliers, a better use of modern and effective communication tools and techniques, and a more professional attitude to all our communication work. What the Commission will have to do first is to improve its listening process. The Commission needs to make better use of its polling and intelligence services – if I may call them that – in its consultation procedures and to use its communication tools according to the needs and interests of its audiences. In order to reach people, the communication of political priorities will be adapted to demographic and national specificities, instead of taking the classical one-size-fits-all approach. Our representation offices in the Member States will have a central role to play here. The Commission will explain its policies and their impact on EU citizens’ daily lives and communicate the tangible benefits of Europe rather than overload people with technical information. Last, but not least, the Commission will encourage and support efforts to establish and improve a dialogue with Europeans. The Commission will, therefore, need to professionalise its communication activities. That involves improving research, planning, coordination and evaluation of communication activities and making better use of the excellent communication tools the Commission has at its disposal and the representations in the 25 Member States. Communication will be integrated into the Commission’s working culture and into policy formulation from the very beginning, and this needs to be maintained throughout the whole political process. Since communication is an across-the-board challenge, all actors – from the European institutions and Member States to civil society and the media – have a role to play. Interinstitutional cooperation is a key element. The Commission has kept Parliament regularly informed on the development of the communication strategy, which was also discussed at the last meeting of the Interinstitutional Group on Information and in the Committee on Culture and Education during the discussion on the Herrero-Tejedor report. The Commission will invite the European Parliament and the Council to comment on its White Paper. The Commission will also continue to improve relations with the media, in particular regional and local media in the Member States, as a key element for ensuring that information reaches the citizens."@hu¹¹ "La Commissione Barroso ha proposto un partenariato per un ordine europeo rinnovato al fine di affrontare le sfide complesse che ci attendono, un ordine in cui visione politica e realizzazione sono gli elementi chiave per rinnovare l’intesa e la fiducia. L’unico modo per sviluppare questo partenariato è renderne partecipi i cittadini europei e tenere conto dei loro interessi. La prima responsabilità della Commissione attuale è quindi entrare in contatto con i cittadini. Permettetemi di aggiungere subito che la Commissione non è l’unica a doversi assumere questa responsabilità, che infatti è di tutte le Istituzioni: il Parlamento, il Consiglio e i governi degli Stati membri. La Commissione presenterà dunque un Libro bianco sulla comunicazione, che verterà sul ruolo di tutti gli interessati e offrirà alle altre istituzioni la possibilità di definire e organizzare il proprio contributo. La Commissione, da parte sua, perseguirà un nuovo approccio nella comunicazione che punterà soprattutto sulla necessità di far interessare gli europei alle politiche dell’Unione. Quest’approccio comunicativo basato sulla domanda deve comportare una migliore comprensione del pubblico e di coloro che agiscono da moltiplicatori, un miglior uso degli strumenti e delle tecniche della comunicazione moderna ed efficace, e un atteggiamento più professionale in tutto il nostro operato in materia di comunicazione. La prima cosa che la Commissione dovrà fare sarà quella di migliorare le sue procedure di ascolto. La Commissione deve fare un miglior uso dei suoi servizi in materia di sondaggi di opinione e se posso chiamarli così – nelle sue procedure di consultazione e deve impiegare i suoi strumenti di comunicazione secondo le esigenze e gli interessi del suo pubblico. Per raggiungere la gente, la comunicazione delle priorità politiche sarà adeguata alle specificità demografiche e nazionali, anziché ricorrere al classico approccio uguale per tutti. I nostri uffici di rappresentanza negli Stati membri, in questo caso, dovranno svolgere un ruolo centrale. La Commissione spiegherà le sue politiche e il loro impatto sulla vita quotidiana dei cittadini dell’Unione e farà presenti i vantaggi tangibili dell’Europa, anziché sovraccaricare la gente di informazioni tecniche. la Commissione incoraggerà e sosterrà gli sforzi per instaurare un dialogo con gli europei e migliorarlo. Pertanto la Commissione dovrà rendere maggiormente professionali le sue attività di comunicazione. Ciò comporta l’affinamento della ricerca, della programmazione, del coordinamento e della valutazione di tali attività e un impiego migliore degli eccellenti strumenti di comunicazione di cui la Commissione dispone e delle rappresentanze nei venticinque Stati membri. La comunicazione verrà integrata fin da subito, e lo sarà per tutta la durata del processo politico, nella cultura di lavoro e nella formulazione della strategia politica della Commissione. Poiché la comunicazione rappresenta una sfida a tutto campo, tutti gli interessati – dalle Istituzioni europee alla società civile, dagli Stati membri ai hanno un ruolo da svolgere. La cooperazione interistituzionale è un elemento chiave. La Commissione ha regolarmente informato il Parlamento sullo sviluppo della strategia di comunicazione, approfondita anche in occasione dell’ultimo incontro del Gruppo interistituzionale sull’informazione e in sede di commissione per la cultura e l’istruzione durante il dibattito sulla relazione Herrero-Tejedor. La Commissione inviterà il Parlamento e il Consiglio a esprimersi sul Libro bianco e inoltre continuerà a migliorare i rapporti con i in particolare quelli regionali e locali degli Stati membri, in quanto costituiscono un elemento chiave per garantire che l’informazione raggiunga i cittadini."@it¹² "The Barroso Commission has proposed a partnership for a renewed European order to tackle the complex challenges ahead, where vision, leadership and delivery are the key elements for building renewed trust and confidence. The only way to develop this partnership is by bringing in the European citizens and taking their interests into account. The first responsibility of the present Commission is, therefore, to connect with citizens. Let me add immediately that this is not just the Commission’s responsibility. In fact, it is very much the responsibility of all players: Parliament, the Council and the Member State governments. The Commission will, therefore, put forward a White Paper on communication, which will address the role of all involved and which will give the other institutions the possibility to define and organise their input. The Commission for its part will pursue a new approach on communication, which will focus on the need to interest Europeans in EU politics. This demand-driven communication approach has to involve a better understanding of target audiences and those who act as multipliers, a better use of modern and effective communication tools and techniques, and a more professional attitude to all our communication work. What the Commission will have to do first is to improve its listening process. The Commission needs to make better use of its polling and intelligence services – if I may call them that – in its consultation procedures and to use its communication tools according to the needs and interests of its audiences. In order to reach people, the communication of political priorities will be adapted to demographic and national specificities, instead of taking the classical one-size-fits-all approach. Our representation offices in the Member States will have a central role to play here. The Commission will explain its policies and their impact on EU citizens’ daily lives and communicate the tangible benefits of Europe rather than overload people with technical information. Last, but not least, the Commission will encourage and support efforts to establish and improve a dialogue with Europeans. The Commission will, therefore, need to professionalise its communication activities. That involves improving research, planning, coordination and evaluation of communication activities and making better use of the excellent communication tools the Commission has at its disposal and the representations in the 25 Member States. Communication will be integrated into the Commission’s working culture and into policy formulation from the very beginning, and this needs to be maintained throughout the whole political process. Since communication is an across-the-board challenge, all actors – from the European institutions and Member States to civil society and the media – have a role to play. Interinstitutional cooperation is a key element. The Commission has kept Parliament regularly informed on the development of the communication strategy, which was also discussed at the last meeting of the Interinstitutional Group on Information and in the Committee on Culture and Education during the discussion on the Herrero-Tejedor report. The Commission will invite the European Parliament and the Council to comment on its White Paper. The Commission will also continue to improve relations with the media, in particular regional and local media in the Member States, as a key element for ensuring that information reaches the citizens."@lt¹⁴ "The Barroso Commission has proposed a partnership for a renewed European order to tackle the complex challenges ahead, where vision, leadership and delivery are the key elements for building renewed trust and confidence. The only way to develop this partnership is by bringing in the European citizens and taking their interests into account. The first responsibility of the present Commission is, therefore, to connect with citizens. Let me add immediately that this is not just the Commission’s responsibility. In fact, it is very much the responsibility of all players: Parliament, the Council and the Member State governments. The Commission will, therefore, put forward a White Paper on communication, which will address the role of all involved and which will give the other institutions the possibility to define and organise their input. The Commission for its part will pursue a new approach on communication, which will focus on the need to interest Europeans in EU politics. This demand-driven communication approach has to involve a better understanding of target audiences and those who act as multipliers, a better use of modern and effective communication tools and techniques, and a more professional attitude to all our communication work. What the Commission will have to do first is to improve its listening process. The Commission needs to make better use of its polling and intelligence services – if I may call them that – in its consultation procedures and to use its communication tools according to the needs and interests of its audiences. In order to reach people, the communication of political priorities will be adapted to demographic and national specificities, instead of taking the classical one-size-fits-all approach. Our representation offices in the Member States will have a central role to play here. The Commission will explain its policies and their impact on EU citizens’ daily lives and communicate the tangible benefits of Europe rather than overload people with technical information. Last, but not least, the Commission will encourage and support efforts to establish and improve a dialogue with Europeans. The Commission will, therefore, need to professionalise its communication activities. That involves improving research, planning, coordination and evaluation of communication activities and making better use of the excellent communication tools the Commission has at its disposal and the representations in the 25 Member States. Communication will be integrated into the Commission’s working culture and into policy formulation from the very beginning, and this needs to be maintained throughout the whole political process. Since communication is an across-the-board challenge, all actors – from the European institutions and Member States to civil society and the media – have a role to play. Interinstitutional cooperation is a key element. The Commission has kept Parliament regularly informed on the development of the communication strategy, which was also discussed at the last meeting of the Interinstitutional Group on Information and in the Committee on Culture and Education during the discussion on the Herrero-Tejedor report. The Commission will invite the European Parliament and the Council to comment on its White Paper. The Commission will also continue to improve relations with the media, in particular regional and local media in the Member States, as a key element for ensuring that information reaches the citizens."@lv¹³ "The Barroso Commission has proposed a partnership for a renewed European order to tackle the complex challenges ahead, where vision, leadership and delivery are the key elements for building renewed trust and confidence. The only way to develop this partnership is by bringing in the European citizens and taking their interests into account. The first responsibility of the present Commission is, therefore, to connect with citizens. Let me add immediately that this is not just the Commission’s responsibility. In fact, it is very much the responsibility of all players: Parliament, the Council and the Member State governments. The Commission will, therefore, put forward a White Paper on communication, which will address the role of all involved and which will give the other institutions the possibility to define and organise their input. The Commission for its part will pursue a new approach on communication, which will focus on the need to interest Europeans in EU politics. This demand-driven communication approach has to involve a better understanding of target audiences and those who act as multipliers, a better use of modern and effective communication tools and techniques, and a more professional attitude to all our communication work. What the Commission will have to do first is to improve its listening process. The Commission needs to make better use of its polling and intelligence services – if I may call them that – in its consultation procedures and to use its communication tools according to the needs and interests of its audiences. In order to reach people, the communication of political priorities will be adapted to demographic and national specificities, instead of taking the classical one-size-fits-all approach. Our representation offices in the Member States will have a central role to play here. The Commission will explain its policies and their impact on EU citizens’ daily lives and communicate the tangible benefits of Europe rather than overload people with technical information. Last, but not least, the Commission will encourage and support efforts to establish and improve a dialogue with Europeans. The Commission will, therefore, need to professionalise its communication activities. That involves improving research, planning, coordination and evaluation of communication activities and making better use of the excellent communication tools the Commission has at its disposal and the representations in the 25 Member States. Communication will be integrated into the Commission’s working culture and into policy formulation from the very beginning, and this needs to be maintained throughout the whole political process. Since communication is an across-the-board challenge, all actors – from the European institutions and Member States to civil society and the media – have a role to play. Interinstitutional cooperation is a key element. The Commission has kept Parliament regularly informed on the development of the communication strategy, which was also discussed at the last meeting of the Interinstitutional Group on Information and in the Committee on Culture and Education during the discussion on the Herrero-Tejedor report. The Commission will invite the European Parliament and the Council to comment on its White Paper. The Commission will also continue to improve relations with the media, in particular regional and local media in the Member States, as a key element for ensuring that information reaches the citizens."@mt¹⁵ ". De Commissie-Barroso heeft een partnerschap voorgesteld voor een vernieuwde Europese orde om de complexe uitdagingen het hoofd te bieden waarvoor we worden gesteld. Daarbij zijn visie, leiderschap en het neerzetten van prestaties de hoofdelementen voor het scheppen van nieuw vertrouwen. De enige manier om dit partnerschap te ontwikkelen is door de Europese burgers erbij te halen en rekening te houden met hun belangen. De eerste verantwoordelijkheid van de huidige Commissie is daarom contact te maken met de burgers. Laat ik hier onmiddellijk aan toevoegen dat dit niet uitsluitend een verantwoordelijkheid van de Commissie is. Het is zelfs heel erg de verantwoordelijkheid van alle spelers: het Parlement, de Raad en de regeringen van de lidstaten. De Commissie zal daarom een Witboek over communicatie presenteren, dat zal ingaan op de rol van alle betrokkenen en dat de andere instellingen de gelegenheid zal geven hun eigen inbreng te definiëren en te organiseren. De Commissie zal zelf een nieuwe communicatieaanpak volgen, die zich zal concentreren op de noodzaak Europeanen te interesseren in de Europese politiek. Deze vraaggestuurde aanpak van de communicatie moet gebaseerd zijn op een beter begrip van de doelgroepen en degenen die als functioneren, alsook op een beter gebruik van moderne en effectieve communicatiemiddelen en -technieken en een professionelere houding tegenover al onze communicatieactiviteiten. De Commissie zal eerst haar luisterproces moeten verbeteren. De Commissie moet bij haar raadplegingsprocedures beter gebruikmaken van haar enquête- en inlichtingendiensten, als ik ze zo mag noemen, en moet haar communicatiemiddelen gebruiken naargelang van de behoeften en belangen van haar doelgroepen. Om mensen te bereiken zal de communicatie van politieke prioriteiten worden aangepast aan de demografische en nationale situatie, in plaats van dat de klassieke uniforme aanpak wordt gehanteerd. Onze vertegenwoordigingen in de lidstaten zullen hierin een centrale rol spelen. De Commissie zal haar beleid en het effect van dit beleid op het dagelijks leven van de burgers in de EU uitleggen en zal de tastbare voordelen van Europa communiceren in plaats van mensen te overladen met technische informatie. zal de Commissie inspanningen aanmoedigen en steunen om een dialoog met Europeanen op gang te brengen en deze dialoog te verbeteren. De Commissie zal haar communicatieactiviteiten daarom moeten professionaliseren. Dat houdt in dat het onderzoek, de planning, de coördinatie en de evaluatie van communicatieactiviteiten moeten worden verbeterd, en dat beter gebruik moet worden gemaakt van de uitstekende communicatiemiddelen die de Commissie tot haar beschikking heeft, alsook van de vertegenwoordigingen in de 25 lidstaten. Communicatie zal worden geïntegreerd in de werkcultuur van de Commissie en, vanaf het eerste begin, in de formulering van het beleid. Dit moet in het hele politieke proces worden volgehouden. Aangezien communicatie over de hele linie een uitdaging is, is er een rol weggelegd voor alle spelers, van de Europese instellingen en de lidstaten tot en met het maatschappelijk middenveld en de media. Interinstitutionele samenwerking is een sleutelelement. De Commissie heef het Parlement regelmatig geïnformeerd over de ontwikkeling van de communicatiestrategie, die ook is besproken tijdens de laatste bijeenkomst van de interinstitutionele groep voor voorlichting en in de Commissie cultuur en onderwijs tijdens de bespreking van het verslag Herrero-Tejedor. De Commissie zal het Europees Parlement en de Raad uitnodigen commentaar te leveren op haar Witboek. De Commissie zal ook doorgaan met het verbeteren van de betrekkingen met de media, in het bijzonder de regionale en lokale media in de lidstaten, die een belangrijke factor zijn als we willen verzekeren dat informatie de burgers ook echt bereikt."@nl³ "The Barroso Commission has proposed a partnership for a renewed European order to tackle the complex challenges ahead, where vision, leadership and delivery are the key elements for building renewed trust and confidence. The only way to develop this partnership is by bringing in the European citizens and taking their interests into account. The first responsibility of the present Commission is, therefore, to connect with citizens. Let me add immediately that this is not just the Commission’s responsibility. In fact, it is very much the responsibility of all players: Parliament, the Council and the Member State governments. The Commission will, therefore, put forward a White Paper on communication, which will address the role of all involved and which will give the other institutions the possibility to define and organise their input. The Commission for its part will pursue a new approach on communication, which will focus on the need to interest Europeans in EU politics. This demand-driven communication approach has to involve a better understanding of target audiences and those who act as multipliers, a better use of modern and effective communication tools and techniques, and a more professional attitude to all our communication work. What the Commission will have to do first is to improve its listening process. The Commission needs to make better use of its polling and intelligence services – if I may call them that – in its consultation procedures and to use its communication tools according to the needs and interests of its audiences. In order to reach people, the communication of political priorities will be adapted to demographic and national specificities, instead of taking the classical one-size-fits-all approach. Our representation offices in the Member States will have a central role to play here. The Commission will explain its policies and their impact on EU citizens’ daily lives and communicate the tangible benefits of Europe rather than overload people with technical information. Last, but not least, the Commission will encourage and support efforts to establish and improve a dialogue with Europeans. The Commission will, therefore, need to professionalise its communication activities. That involves improving research, planning, coordination and evaluation of communication activities and making better use of the excellent communication tools the Commission has at its disposal and the representations in the 25 Member States. Communication will be integrated into the Commission’s working culture and into policy formulation from the very beginning, and this needs to be maintained throughout the whole political process. Since communication is an across-the-board challenge, all actors – from the European institutions and Member States to civil society and the media – have a role to play. Interinstitutional cooperation is a key element. The Commission has kept Parliament regularly informed on the development of the communication strategy, which was also discussed at the last meeting of the Interinstitutional Group on Information and in the Committee on Culture and Education during the discussion on the Herrero-Tejedor report. The Commission will invite the European Parliament and the Council to comment on its White Paper. The Commission will also continue to improve relations with the media, in particular regional and local media in the Member States, as a key element for ensuring that information reaches the citizens."@pl¹⁶ "A Comissão Barroso propôs uma parceria com vista a uma ordem europeia renovada que permita dar resposta aos complexos desafios que se desenham, em que a visão, liderança e capacidade de execução são os elementos-chave para construir uma confiança e segurança renovadas. A única forma de desenvolver esta parceira é integrando os cidadãos europeus e ter em conta os seus interesses. Por conseguinte, a primeira responsabilidade da actual Comissão é estabelecer uma ligação com os cidadãos. Permitam-me que acrescente, desde já, que esta não é uma responsabilidade exclusiva da Comissão. Na verdade, é claramente uma responsabilidade de todos os actores: Parlamento, Conselho e Governos dos Estados-Membros. A Comissão apresentará, pois, um Livro Branco sobre comunicação, que abordará o papel de todos os envolvidos e dará às outras Instituições a possibilidade de definir e organizar o seu contributo. A Comissão, pela sua parte, adoptará uma nova abordagem sobre comunicação, que se concentrará na necessidade de levar os europeus a interessarem-se pelas políticas da UE. Esta comunicação baseada na procura tem de envolver uma melhor compreensão das audiências-alvo e daqueles que actuam como multiplicadores, um melhor uso dos instrumentos e técnicas de comunicação eficazes e modernas, e uma atitude mais profissional relativamente a todo o nosso trabalho de comunicação. O que a Comissão terá de fazer, em primeiro lugar, é melhorar a forma de ouvir os cidadãos. A Comissão precisa de fazer um melhor uso das suas sondagens e dos serviços de informação – se é que lhes posso chamar assim – nos seus processos de consulta e utilizar os seus instrumentos de comunicação de acordo com as necessidades e interesses das duas audiências. Para se chegar até às pessoas, a comunicação das prioridades políticas será adaptada às especificidades demográficas e nacionais, em vez de adoptar a abordagem clássica do “tamanho único”. Os nossos gabinetes de representação nos Estados-Membros terão um papel fundamental a desempenhar neste aspecto. A Comissão explicará as suas políticas e o impacto destas na vida quotidiana dos cidadãos da UE e comunicará os benefícios concretos da Europa, em vez de sobrecarregar as pessoas com informação técnica. Por último, mas não menos importante, a Comissão encorajará e apoiará os esforços para estabelecer e melhorar o diálogo com os Europeus. A Comissão precisará, pois, de profissionalizar as suas actividades de comunicação. Isto envolve melhorias no domínio da investigação, planeamento, coordenação e avaliação das actividades de comunicação, bem como um melhor uso dos excelentes instrumentos de comunicação que a Comissão tem à disposição e dos gabinetes de representação nos 25 Estados-Membros. A comunicação será integrada na cultura de trabalho da Comissão e na formulação de políticas logo desde o início, e esta prática tem de ser mantida em todo o processo político. Uma vez que a comunicação é um desafio transfronteiriço, todos os actores – desde as Instituições Europeias e Estados-Membros à sociedade civil e aos meios de comunicação – têm um papel a desempenhar. A cooperação interinstitucional é um elemento-chave. A Comissão tem mantido o Parlamento regularmente informado sobre o desenvolvimento da estratégia de comunicação, que foi também discutida na última reunião do Grupo Interinstitucional para a Informação e na Comissão para a Cultura e da Educação durante a discussão do relatório Herrero-Tejedor. A Comissão convidará o Parlamento Europeu e o Conselho a comentarem o seu Livro Branco. Continuaremos também a melhorar as relações com os meios de comunicação, em especial, os meios de comunicação regionais e locais nos Estados-Membros, como um elemento-chave para garantir que a informação chega até aos cidadãos"@pt¹⁷ "The Barroso Commission has proposed a partnership for a renewed European order to tackle the complex challenges ahead, where vision, leadership and delivery are the key elements for building renewed trust and confidence. The only way to develop this partnership is by bringing in the European citizens and taking their interests into account. The first responsibility of the present Commission is, therefore, to connect with citizens. Let me add immediately that this is not just the Commission’s responsibility. In fact, it is very much the responsibility of all players: Parliament, the Council and the Member State governments. The Commission will, therefore, put forward a White Paper on communication, which will address the role of all involved and which will give the other institutions the possibility to define and organise their input. The Commission for its part will pursue a new approach on communication, which will focus on the need to interest Europeans in EU politics. This demand-driven communication approach has to involve a better understanding of target audiences and those who act as multipliers, a better use of modern and effective communication tools and techniques, and a more professional attitude to all our communication work. What the Commission will have to do first is to improve its listening process. The Commission needs to make better use of its polling and intelligence services – if I may call them that – in its consultation procedures and to use its communication tools according to the needs and interests of its audiences. In order to reach people, the communication of political priorities will be adapted to demographic and national specificities, instead of taking the classical one-size-fits-all approach. Our representation offices in the Member States will have a central role to play here. The Commission will explain its policies and their impact on EU citizens’ daily lives and communicate the tangible benefits of Europe rather than overload people with technical information. Last, but not least, the Commission will encourage and support efforts to establish and improve a dialogue with Europeans. The Commission will, therefore, need to professionalise its communication activities. That involves improving research, planning, coordination and evaluation of communication activities and making better use of the excellent communication tools the Commission has at its disposal and the representations in the 25 Member States. Communication will be integrated into the Commission’s working culture and into policy formulation from the very beginning, and this needs to be maintained throughout the whole political process. Since communication is an across-the-board challenge, all actors – from the European institutions and Member States to civil society and the media – have a role to play. Interinstitutional cooperation is a key element. The Commission has kept Parliament regularly informed on the development of the communication strategy, which was also discussed at the last meeting of the Interinstitutional Group on Information and in the Committee on Culture and Education during the discussion on the Herrero-Tejedor report. The Commission will invite the European Parliament and the Council to comment on its White Paper. The Commission will also continue to improve relations with the media, in particular regional and local media in the Member States, as a key element for ensuring that information reaches the citizens."@sk¹⁸ "The Barroso Commission has proposed a partnership for a renewed European order to tackle the complex challenges ahead, where vision, leadership and delivery are the key elements for building renewed trust and confidence. The only way to develop this partnership is by bringing in the European citizens and taking their interests into account. The first responsibility of the present Commission is, therefore, to connect with citizens. Let me add immediately that this is not just the Commission’s responsibility. In fact, it is very much the responsibility of all players: Parliament, the Council and the Member State governments. The Commission will, therefore, put forward a White Paper on communication, which will address the role of all involved and which will give the other institutions the possibility to define and organise their input. The Commission for its part will pursue a new approach on communication, which will focus on the need to interest Europeans in EU politics. This demand-driven communication approach has to involve a better understanding of target audiences and those who act as multipliers, a better use of modern and effective communication tools and techniques, and a more professional attitude to all our communication work. What the Commission will have to do first is to improve its listening process. The Commission needs to make better use of its polling and intelligence services – if I may call them that – in its consultation procedures and to use its communication tools according to the needs and interests of its audiences. In order to reach people, the communication of political priorities will be adapted to demographic and national specificities, instead of taking the classical one-size-fits-all approach. Our representation offices in the Member States will have a central role to play here. The Commission will explain its policies and their impact on EU citizens’ daily lives and communicate the tangible benefits of Europe rather than overload people with technical information. Last, but not least, the Commission will encourage and support efforts to establish and improve a dialogue with Europeans. The Commission will, therefore, need to professionalise its communication activities. That involves improving research, planning, coordination and evaluation of communication activities and making better use of the excellent communication tools the Commission has at its disposal and the representations in the 25 Member States. Communication will be integrated into the Commission’s working culture and into policy formulation from the very beginning, and this needs to be maintained throughout the whole political process. Since communication is an across-the-board challenge, all actors – from the European institutions and Member States to civil society and the media – have a role to play. Interinstitutional cooperation is a key element. The Commission has kept Parliament regularly informed on the development of the communication strategy, which was also discussed at the last meeting of the Interinstitutional Group on Information and in the Committee on Culture and Education during the discussion on the Herrero-Tejedor report. The Commission will invite the European Parliament and the Council to comment on its White Paper. The Commission will also continue to improve relations with the media, in particular regional and local media in the Member States, as a key element for ensuring that information reaches the citizens."@sl¹⁹ ". Barrosokommissionen har föreslagit ett partnerskap för en förnyad europeisk ordning för att hantera de komplicerade utmaningar som ligger framför oss, där vision, ledarskap och tillhandahållande är nyckelelementen för att bygga upp förnyad tillit och förnyat förtroende. Det enda sättet att utveckla detta partnerskap är genom att släppa in EU-medborgarna och beakta deras intressen. Den nuvarande kommissionens främsta ansvar är därför att förena sig med medborgarna. Låt mig omedelbart tillägga att detta inte bara är kommissionens ansvar. Det är faktiskt i hög grad alla aktörers ansvar: parlamentet, rådet och medlemsstaternas regeringar. Kommissionen kommer därför att lägga fram en vitbok om kommunikation, i vilken vi kommer att ta upp rollerna för alla berörda, som kommer att ge de övriga institutionerna möjlighet att definiera och organisera sin produktionsfaktor. Kommissionen för sin del kommer att gå vidare med en ny strategi när det gäller kommunikation, som kommer att inriktas på behovet att intressera européer för EU:s politik. Detta tillvägagångssätt med kommunikation som styrs av efterfrågan måste inbegripa en bättre förståelse för målgrupper och för dem som agerar som opinionsbildare, ett bättre utnyttjande av moderna och effektiva kommunikationsverktyg och tekniker, samt en mer professionell attityd till hela vårt kommunikationsarbete. Det första som kommissionen måste göra är att förbättra lyssnandeprocessen. Kommissionen måste utnyttja sina undersöknings- och underrättelseväsen bättre – om jag får kalla dem så – i sina rådfrågningsförfaranden och använda sina kommunikationsverktyg i enlighet med behoven och intressena hos dess lyssnarkrets. För att nå fram till människor kommer överföringen av politiska prioriteringar att anpassas till demografiska och nationella egenskaper i stället för att inta den klassiska strategin att allt passar för alla. Våra representationskontor i medlemsstaterna kommer att spela en central roll i detta. Kommissionen kommer att förklara sin politik och dess effekt på EU-medborgares vardagsliv och redogöra för EU:s konkreta nytta, snarare än att överlasta människor med teknisk information. Sist men inte minst kommer kommissionen att uppmuntra och stödja ett upprättande och förbättring av en dialog med européerna. Kommissionen måste därför professionalisera sin kommunikationsverksamhet. Detta omfattar att förbättra forskning, planering, samordning och utvärdering av kommunikationsverksamhet samt att bättre utnyttja de utmärkta kommunikationsverktyg som kommissionen och de 25 företrädarna i medlemsstaterna har till sitt förfogande. Kommunikation kommer att integreras i kommissionens arbetskultur och i formulerandet av politiken redan från början, och detta måste upprätthållas under hela det politiska förfarandet. Eftersom kommunikation är en utmaning över hela linjen har alla aktörer – från EU:s institutioner och medlemsstater till det civila samhället och medierna – en roll att spela. Interinstitutionellt samarbete är en nyckelfaktor. Kommissionen har regelbundet underrättat parlamentet om utvecklingen av kommunikationsstrategin, som också diskuterades vid det senaste mötet med Interinstitutionella gruppen för information och i utskottet för kultur och utbildning under diskussionen om Herrero-Tejedor-betänkandet. Kommissionen kommer att bjuda in Europaparlamentet och rådet till att ge synpunkter på vitboken. Kommissionen kommer också att fortsätta förbättra förbindelserna med medierna, särskilt regionala och lokala medier i medlemsstaterna, som är en nyckelfaktor för att se till att informationen når medborgarna."@sv²¹
lpv:unclassifiedMetadata	"Last but not least"^3,12 "Margot Wallström,"^{5,19,15,1,18,14,16,11,13,4} "Vice-President of the Commission"^{5,19,15,1,18,14,11,16,13,4} "intelligence"¹² "media"¹² "multipliers"³