4.2: Communications
To serve our primary target groups of Europe's decision-makers and influencers while also reaching as broad an audience as
possible.
Other Information:
To serve our primary target groups of Europe's decision-makers and influencers while also reaching as broad an audience as
possible, by working closely with our institutional networks throughout Europe and with international and national media;
promoting EEA strategic messages in a proactive, responsive way in order to contribute to political and public agendas; developing
more environmental educational materials for European citizens; establishing effective two-way communication; engaging in
dialogue with target groups to understand their information needs; and giving the right information at the right time, so
it has most impact. Analysis - Our communications strategy is a living document designed to provide Europe's decision-makers
and citizens with the independent information they need to make informed choices about the environment; raise awareness on
the environment by communicating our messages in a transparent, understandable way to as broad an audience as possible; increasing
awareness of the importance of environmental education throughout European; and increase the profile of the Agency and its
network as being the key providers of timely, targeted, relevant and reliable information on Europe's environment. Action
- We will achieve our objective by: • tailoring our outputs for multiple purposes and audiences, and using a variety of channels
to deliver them; • meeting the demand for brief, easy-to-read presentations of the main messages of our outputs, a common
requirement of all our target groups, both experts and generalists; • investing in the multi-media content of our website
so that it becomes a world-recognised portal for providing timely and relevant environmental information on the state and
outlook of Europe's environment; • integrating our communication initiatives with the environmental agendas of the European
Commission and the European Parliament, the Presidency-in-office of the Council of Ministers and the public interests in different
regions of Europe; • expanding our outreach to cover more sectors engaged in environmental policy-making, research and education,
and meeting their needs for environmental information when possible; • strengthening and widening our media network and using
it to multiply the effect of our messages and increase the visibility of the Agency as a key provider of environmental information;
• building an end-to-end communications programme in the Agency, fostering strong internal communications and communications
training for EEA staff; • implementing a more targeted media approach, selecting the media we wish to work with depending
on the messages we want to get across and the target group we aim to reach; • creating special web-based education materials;
• strengthening communication with younger audiences by leveraging the EEA's main messages for various outputs suitable for
children and for broader education purposes; and • monitoring the effectiveness of our activities to ensure two-way communication
and dialogue.
Indicator(s):
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