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How to Represent the Interests of Your Public
Administration at the European Level
6th - 7th May 2013, Brussels, Belgium
Brochure
European Seminar
With experts from:
• Spokesperson for Financial Programming and Budget, European Commission
• Transparency Unit, Secretariat-General, European Commission
• European Office, German Council of Towns and Municipalities, Germany
• European Office, Local Government Denmark (LGDK), Denmark
• European Office, German Association of Local Utilities, Germany
• American Chamber of Commerce to the European Union, United States of America
Media Partner:
1
EUROPEAN SEMINAR
How to Represent the Interests of Your Public Administration
at the European Level
Make your voice be loudly heard in Brussels
Nowadays, more and more important decisions that significantly
influence Member States, European regions or third countries are made
on the European level. Thus, the representation of the interests of public
administrations towards European institutions becomes increasingly
professional and many countries and regions already benefit from a
strong strategic presence in Brussels influencing important decisionmaking and achieving the goals set up by their country or region.
Do you stand out in the crowd?
As a public body, various aspects have to be taken into account for effective
lobbying in Brussels. A thorough knowledge of the EU’s functioning and
decision-making process is absolutely necessary to effectively act on the
European level. How do the EU institutions work and collaborate? How
should they be addressed? Where is the best starting point for successful
interest intermediation? A lobbying strategy is an important tool to set up
goals and interests as well as to plan concrete measures. But how can
you assess the necessary man power? What is the best way to cope with
limited financial and personal resources?
Furthermore, proper internal and external communication is a highly
important factor for successful interest representation. But which
communication measures are really effective? How can the representations
be properly controlled and their effectiveness be measured? Can codes
of conduct benefit your actions on the EU level and how do you develop
them? Sometimes it might be useful to cooperate with other stakeholders
to achieve common results. How can you establish a common ground and
how to negotiate the goals with partners?
In our seminar you will learn in a practical way how to represent your
interests professionally and effectively at the European level and how to
develop and implement an effective lobbying strategy fitting your needs
as a public administration.
2
Who is this seminar for?
Directors, Heads of Departments or
Units, Experts, Managers, Officers
and other members of staff from:
• Member States’ Representations to
the EU
• Regional European Offices and
Representations to the EU
• Municipalities’ European Offices
and Representations to the EU
• Third Countries’ European Offices
and Representations to the EU
• National and Regional Ministries
responsible for delegations and
representations to the EU
• Associations, Federations and
Foundations acting EU-wide and
their European Offices
• Municipal and City Services and
Local Public Companies and their
European Offices
As well as for Public and European
Affairs Managers, Government
Relations Managers as well as Heads
of PR and Communication from:
• Private Sector and Companies
Representations in Brussels
• Consultancies and Freelance
Public Affairs Experts
What will you learn at this seminar?
• In which way can you best represent the interests of your public
administration on the European level?
• What are the options to influence the EU’s decision-making process
as a representation of a public administration?
• How can you set up an effective lobbying strategy for your public
administration?
• What can be done to achieve the best results possible with limited
Your benefits
• Strengthen your position in the
European decision-making process
•
Make yourself be heard in Brussels
– Learn how to represent the
interests of your public
administration in the best possible
way
resources?
• How can you enhance your internal and external communication?
• In which way can you measure the effectiveness and impact of your
• Be one step ahead – Learn from
experienced practitioners how to
maximise your impact in Brussels
actions?
• When it is useful to unite with potential partners and what is the best
way to negotiate with them?
• What are typical mistakes that you should avoid as a representation
on the European stage?
• Receive practical tips and hints
how to act effectively even with
limited resources
• Profit from best practice reports
and practical examples
• Learn in a practical way how to
develop a lobbying strategy
• Improve your strategic
communication and control systems
• Network and exchange experiences
with experts and colleagues from
all across Europe
3
PROGRAMME DAY 1
How to Represent the Interests of Your Public Administration
at the European Level
DR KLAUS
NUTZENBERGER
8.30-9.00
Registration and Hand-out of Seminar Material
Director of the European Office,
German Council of Towns and
Municipalities
9.00-9.05
Opening Remarks from the European Academy for Taxes, Economics
& Law
9.05-9.30
Welcome Note from the Chair and Round of
Introductions
Dr Klaus Nutzenberger, Head of the European
Office, German Council of Towns and Municipalities,
Germany
9.30-10.15
EU Policy-Making Process and the Role
of National and Regional Authorities in a
Nutshell: Structure, Key Actors, Procedures,
Timeline
•Role of regional and local authorities
•Thematic legislation
•Importance of municipal economy management
•Decision-making process: The Community method
•Who has to be taken into account on the European level:
Key stakeholders
•Role and impact of national administration
•Current trends and perspectives
Dr Klaus Nutzenberger, Head of the European
Office, German Council of Towns and Municipalities,
Germany
10.15-10.30
Discussion Round
10.30-11.00
Coffee Break and Networking Opportunity
Dr Klaus Nutzeberger is Director of the
European Office of the German Council
of Towns and Municipalities which is
considered to be one of Brussels‘ most influential, smaller
regional representations. He has built up an extensive
network of communication with EU officials and among others
promotes fostering European integration with a committed
bottom-up approach. He is also particularly responsible for
international cooperation, environmental issues, energy,
transport, tourism and public relations.
PATRIZIO FIORILLI
Spokesperson for Budget
and Financial Programming,
European Commission
Patrizio Fiorilli has been Spokesperson
for Budget and Financial Programming at
the European Commission since 2010.
Prior to joining the Commission, he was
Head of Press and Communication at
the Brussels Office of the Council of European Municipalities
and Regions (2003-2009) and Press Officer of the Committee
of the Regions (2000-2002). Before to entering upon his
duties for the European Institutions Patrizio Fiorilli was based
in London and acted as Communication Consultant and
UK Correspondent for various media (1997-1999) and as
Journalist at the BBC World Service (1988-1996).
11.00-11.45
Choosing the Right Time and Method:
How to Approach European Institutions
•Following the legislative schedules on the European level
•Setting up the action plan, timeline and methodology for your
interests
•Do’s and don’ts: The fine line between appropriate and
inappropriate ways
•How to use the right media and communication channels
Dr Klaus Nutzenberger, Head of the European
Office, German Council of Towns and Municipalities,
Germany
11.45-12.00
Discussion Round
12.00-12.45
Competing with Others:
How to Get Your Goals Through
•Landscape of particular national and regional interests
•Assessing if a coalition is indispensable for the success
•Finding and building official and unofficial alliances on EU level
•Making sure that your points do not get lost in the coalition
•The role of other stakeholders (NGO’s, Civil Society, Industry
Federations, etc.)
Patrizio Fiorilli, Spokesperson for Budget and
Financial Programming, European Commission
12.45-13.00
Discussion Round
13.00-14.00
Lunch Break and Networking Opportunity
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Interactive Workshop
14.00-17.30
How to Effectively Lobby for Your
Interests with Limited Resources
You will train and improve your skills and techniques in group
assignments. You are welcome to bring your own cases and
strategy papers and work on them with our expert implementing
the know-how gained during the two days of our seminar.
Only low-cost solutions will be discussed!
PART 1: Theoretical Background
•How can you manage budget and staff limitations and cuts without
losing your potential?
•Multiplying your impact as a small stakeholder
•Efficient and effective information management with little capacities
•How to draft clear policy and strategy papers
PART 2: Introduction to the Group
Assignments
Presentation of a hypothetical case of a legislative proposal
that might disadvantage interests of a state/region/municipality/
association regarding particular areas such as:
•European funding
•State aid
•Public budgeting/ banking
•Energy
•Health care and pharmacy
•Infrastructure
•Employment and social affairs
OMER ĆIRIĆ
Principal Advisor, Legal
& European Affairs, Local
Government Denmark
Omer Ćirić is co-leading the European
Affairs Secretariat of the Local
Government Denmark (LGDK). He
spearheads LGDK’s political lobby
efforts in Brussels and is responsible
for managing organisation, coordination and representation
of LGDK issues at the European level as well as for
the representation and negotiation with the European
Commission, the European Parliament, the Committee
of Regions and other European Institutions. Omer Ćirić is
particularly responsible for environmental, climate, energy
and health issues as well as budgetary issues. He is also in
charge of monitoring and analysis of relevant EU-legislation.
Prior to joining LGDK Omer was employed at The Danish
Prime Minister‘s Office.
PART 3: Interactive Workshop
•Setting your goals and priorities
•Determining involved actors and decision-makers and their interests
•Timetable for working with decisive and consultative European
institutions
•Setting up a clear strategy for your interest representation
•Deciding about possible coalitions
•Choosing the right communication tools
•Promoting the success of your negotiations
PART 4: Presentation of Elaborated
Scenarios
PART 5: Group Discussion on the Workshop
Results
Omer Ćirić, Principal Advisor, Legal & European
Affairs, Local Government Denmark
Coffee break will be provided during the workshop
17.30
End of Day One
5
PROGRAMME DAY 2
How to Represent the Interests of Your Public Administration
at the European Level
9.00-9.05
Welcome Note
Gérard Legris, Head of Transparency Unit,
Secretariat-General, European Commission
9.05-10.00
Inside Brussels: How to Effectively Interact
with European Institutions
•Getting your points through at the European Commission
•Cooperating with the European Parliament
•Networking within European agencies and consultative bodies
•Information exchange with other key European Institutions
Gérard Legris, Head of Transparency Unit,
Secretariat-General, European Commission
10.00-10.15
Discussion Round
10.15-11.00
Coffee Break and Networking Opportunity
11.00-12.00
Coordinating Activities between
Representations to the EU and Their
National and Regional Authorities
•Corporate internal communication and information strategy in
public bodies
•Proper briefing and reporting in both directions
•Ensuring proper control tools and methodologies
•How to measure the results of campaigns and actions?
Susan Danger, Managing Director,
American Chamber of Commerce to the EU
12.00-12.15
Discussion Round
12.15-13.30
Coffee Break and Networking Opportunity
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GÉRARD LEGRIS
Head of Transparency Unit,
Secretariat-General, European
Commission
Gérard Legris is Head of the
Unit
“Transparency,
Relations
with Stakeholders and External
Organisations” in the Directorate “Better
Regulation and Institutional Issues” of the SecretariatGeneral of the European Commission. Upon joining the
European Institutions in 1980, he held various budgetary and
financial positions in the Secretariat-General of the Council
of Ministers, then in the Directorate General for Agriculture
in the Commission. Assigned in 1990 to the Representation
of the Commission in Japan, he served for six years in
Tokyo, successively as First Secretary (agro food trade and
market access issues), Counsellor, Head of the Press and
Information Service and Spokesperson. Back in Brussels
in 1996, in the DG Information and Communication, he led
the units “Information to third countries”, and later “Priority
information actions”, in charge of the strategy on information
and communication related to the switch over to the Euro.
He joined the Secretariat-General as Advisor, in charge of
the “Dialogue on Europe” alongside the Intergovernmental
Conference in preparation of the Treaty of Nice. After that
Gérard Legris was Head of Unit for the “Public Debate on the
future of the European Union” where he followed the work
of the Convention, (later IGC) which led to the Constitutional
Treaty.
SUSAN DANGER
Managing Director, American
Chamber of Commerce to the EU
Susan joined AmCham EU of the
American Chamber of Commerce in
Belgium in 1995 as Communications
& Operations Manager. Based at the
secretariat office in Brussels, she was
responsible for enhancing the reputation
and effectiveness of the organisation through internal and
external communications activities which included promotion,
publications, electronic and online communications and press
activity. Susan Danger was also responsible for professional
development and major events. Since August 2002, she
has been Managing Director and is now responsible for
running AmCham EU office which itself ensures the smooth
administration of all AmCham EU activities: public affairs,
information services and operations. Susan Danger’s career
developed in London in marketing and communications within
the tour operation industry, where prior to coming to Brussels
she worked for Thomson Tour Operations. Previously she
has worked in the UK, Germany, Austria and Spain and has
travelled extensively throughout the world, including Australia
and the Far East.
Interactive Workshop
13.30-16.00
Using the Right Tools for a
Successful Interest Representation
on European Level
During this workshop you will train and improve your tools
and instruments you use in your everyday communication
with European stakeholders. You will get a better timing and
overview on possible strategies and networking possibilities.
PART 1: Negotiation and Communication
Tools, Instruments and Strategies
DR SONJA WITTE
Head of the Brussels Office,
German Association of Local
Utilities, Germany
Dr Sonja Witte has been working
for the German Association of Local
Utilities (VKU) since 2007 and leads
the Brussels office since September
2009. Besides her job she finalised her doctoral thesis at
the University of Osnabrück on the impact of local public
government in European policy making in 2012. In addition
to her professional activities for the VKU, Dr Sonja Witte is
lecturer at the University of Applied Sciences Kehl, University
of Applied Sciences Bremen and University of Osnabrück.
•Overview of negotiation tactics and techniques
•Information management
•EU media: Which sources are particularly important?
•Principles of successful negotiations
•Strategic networking: Which committees, briefings and events are
worth attending?
•Achieving your goals with limited resources
PART 2: Interactive Workshop
•Defining clear targets and objectives
•Preparing the correct negotiation and communication strategy
•Planning the timeline within the decision-making process
•Conducting successful negotiations
•Alliances: yes or no and with whom
•Implementing the right communication activities
PART 3: Presentation of Workshop Results
PART 4: Group Discussion on the Workshop
Results
Dr Sonja Witte, Head of the Brussels Office,
German Association of Local Utilities, Germany
Coffee break will be provided during the workshop
16.00-16.15
Discussion Round
16.15-16.30
Handout of Certificates
16.30
End of the Seminar
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MEDIA PARTNER
How to Represent the Interests of Your Public Administration
at the European Level
European Voice is your trusted source for news and comment about the European Union. Through the weekly
newspaper and the daily website, European Voice provides high-quality, authoritative journalism and in-depth
analysis of the issues that matter.
Register or subscribe on www.europeanvoice.com and they will help you understand the EU’s agenda and the
implications of its legislation on national politics.
8
ORGANISATIONAL MATTERS
How to Represent the Interests of Your Public
Administration at the European Level
Date of Event
6th - 7th May 2013
Booking Number
S-597
BOOKING
Fax: +49 (0)30 802080-250
E-mail: [email protected]
Phone: +49 (0)30 802080-230
For online booking please visit
our website: www.euroacad.eu
Event Language
Contact
The event language will be English.
European Academy for Taxes, Economics & Law
Hausvogteiplatz 13, 10117 Berlin, Germany
Event Price
Phone: +49 (0)30 80 20 80 230
1.389,- Euro, excl. German VAT (19%)
Fax:
+49 (0)30 80 20 80 250
E-mail: [email protected]
The above price covers the following:
Internet: www.euroacad.eu
• Admission to the seminar
• Hand-out documents in print and digital version
Your contact persons for the programme:
• Seminar certificate, if fully attended
Regina Lüning, M. Sc. econ.
• Soft drinks and coffee/tea on both event days
Head of Marketing and Sales
• Lunch on both event days
Phone: +49 (0)30 80 20 80 246
Fax: Booking Modalities
+49 (0)30 80 20 80 259
E-mail: [email protected]
It is recommended to book soon as seats are limited. For
organisational matters, we kindly ask you to complete the booking
form in capital letters.
Magdalena Hawrysz, M.A.
Conference Manager
Phone: +49 (0)30 80 20 80 242
Fax: +49 (0)30 80 20 80 259
E-mail: [email protected]
(Programme is subject to alterations)
Event Location
THON Hotel EU
Rue de la Loi 75
1040 Brussels, Belgium
Tel:. +32 2204 3911
Fax +32 2204 3912
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Internet:www.thonhotels.com/eu
Please contact the hotel directly and refer to the “European Academy
for Taxes, Economics & Law” if you wish to benefit from a limited
room availability-contingent. Of course you can always look for an
alternative hotel accommodation.
9
NOTE
Please note, you can register as many delegates as you
wish (except, the seminar is fully booked). You only need
to copy this formular for as many persons you wish.
European Academy for Taxes, Economics & Law
Phone.: +49 (0)30 802080-230
Brauner Klingenberg GmbH
Fax: Hausvogteiplatz 13
E-mail: [email protected]
10117 Berlin / Germany
www.euroacad.eu
BOOKING
BOOKING NUMBER: S-597 MC (PR) +49 (0)30 802080-250
6 th - 7 th MAY 2013, BRUSSELS
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