COMM Management Plan 2011

EUROPEAN COMMISSION
DIRECTORATE-GENERAL COMMUNICATION
EUROPEAN COMMISSION
MANAGEMENT PLAN 2011
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TABLE OF CONTENTS
1. MISSION STATEMENT............................................................................................................................ 3
2. THIS YEAR'S CHALLENGES ................................................................................................................. 4
3. GENERAL OBJECTIVES ......................................................................................................................... 6

Political framework and priorities ................................................................................................................ 6
DG COMM's strategic goals ......................................................................................................................... 6
General Objectives ........................................................................................................................................ 7
4. SPECIFIC OBJECTIVES FOR OPERATIONAL ACTIVITIES.......................................................... 9
4.1. ABB ACTIVITY 16 02: COMMUNICATION AND THE MEDIA .............................................................. 9
4.1.1. Description and justification of the EU intervention....................................................................... 9
4.1.2. Specific Objectives ........................................................................................................................ 10
4.1.3. Main actions planned for 2011 ..................................................................................................... 12
4.2. ABB ACTIVITY 16 03: "GOING LOCAL" COMMUNICATION .......................................................... 13
4.2.1. Description and justification of the EU intervention..................................................................... 13
4.3. ABB ACTIVITY 16 04: ANALYSIS AND COMMUNICATION TOOLS ................................................... 17
4.4. ABB ACTIVITY 16 05: FOSTERING EUROPEAN CITIZENSHIP ....................................................... 21
5. SPECIFIC OBJECTIVES FOR HORIZONTAL ACTIVITIES .......................................................... 25
5.1. ABB ACTIVITY 16 01: ADMINISTRATIVE EXPENDITURE OF ‘COMMUNICATION’
POLICY AREA .............................................................................................................................................. 25
INTERNAL ANNEXES ..................................................................................................................................... 27
ANNEXE I - HUMAN & FINANCIAL RESOURCES AVAILABLE ....................... ERROR! BOOKMARK NOT DEFINED.
ANNEXE II – INTERNAL CONTROL STANDARDS FOR EFFECTIVE MANAGEMENT ................................................. 28
ANNEXE III – EVALUATION PLAN ..................................................................................................................... 29
ANNEXE IV – CRITICAL RISKS, DG COMM ............................................... ERROR! BOOKMARK NOT DEFINED.
ANNEXE V – ACTIONS STEMMING FROM AARS AND SYNTHESIS REPORT-ACTION PLAN ON COPYRIGHTS ........ 32
ANNEXE VI – ANNUAL WORK PROGRAMME OF EXECUTIVE AGENCIES ........................................................... 33
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1. MISSION STATEMENT
DG Communication is in charge of informing and communicating about the policies of the

European Union with the public at large through the media, other opinion leaders, as well as
through Representations and information networks in the Member States. It is also
responsible for informing the Commission on trends in public opinion and in the media
landscape and on political developments, as well as for coordinating communication actions
within the Commission.
In particular,
The Spokesperson's Service (SPP):
• is - under the authority of the President - the official voice of the Commission vis-à -
vis the media. The SPP, in charge of political communication, designs the narrative
and provides information about the policies and decisions of the Commission.
DG COMM:
• anchors communication into the policy-making process by reinforcing the consistency

required by a collegial communication and by coordinating priority communication
actions.
• offers communication services (web communication, speechwriting, audiovisual

services, media networks, management of framework contracts) to the SPP, Cabinets
and DGs' communication units to be deployed on major priorities.
• develops the Commission's corporate image including its visual identity;
• offers a dedicated analytical capacity to exploit Eurobarometer surveys and media

analysis and report back to the College on public opinion, media trends and emerging
concerns.
• provides political information and ensures effective communication with media,

stakeholders and citizens in Members States through Representations, regional offices
and networks, and supports Commissioners and staff on mission;
• provides information to citizens on EU policies;
• seeks partnership and synergies with other Institutions, Member States and
stakeholder organisations.
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2. THIS YEAR'S CHALLENGES
In the course of 2011, the refocus of DG COMM since it came under the authority of VP
Reding will produce its effects. DG COMM will align communication activities more to serve
policy, using DG COMM as an instrument to build support for political priorities, to deliver
direct messages and to get feed-back from the ground. As the Vice-President pointed out in her
speech to the Heads of Representation in September 2010, the task of DG COMM remains to
get the message out – not only in Brussels but across Europe. Without effective communication
the Commission will not be successful in achieving results. This requires messages and tools
deployed at headquarters, but also outreach and advocacy in member states towards
governments, local authorities, press, academia, schools and stakeholders. Without preparing
the ground the messages from Brussels fall flat. With a fertile ground – knowledge among the
public and among interested press and partners – there is a better chance to be heard.
In 2011 DG COMM will put particular emphasis on the four priority areas identified in the
President's State of the Union speech and in the Commission Work Programme for 2011:
Restoring growth for jobs: accelerating towards 2020;
Pursuing the citizen's agenda: freedom, security and justice;
Europe in the World: Pulling our weight on the global stage;
From input to impact: making the most of EU policies.
In 2011 the services on web communication, speechwriting, audiovisual services and

framework contracts on communication actions will be further improved and put at the disposal
of Cabinets, the SPP and to other DG's.
In addition, DG COMM will provide more analytical data via Eurobarometer surveys.
Rationalisation and increased focus is underway. In the beginning of 2011, the new media
monitoring system will kick in. Beside the reshaped press review, DG COMM will be able to
provide the College and DG's with improved analysis of the media coverage. All three elements
– more analytical Eurobarometer surveys, an improved press review and better media analysis –
will enable DG COMM to support top decision makers more efficiently.
The Vice-President has just agreed on a new mandate for Representations. It will lend more
authority to their daily work in support of the President and the Commissioners. They will
represent the Commission in the Member States in a stronger and more efficient way.
Representations are also improving the political reporting on developments in the Member
States and on the views of the Government, political parties and civil society. Representations
will continue to maintain and deepen contacts with the media at national, regional and local
level and reach out to citizens and partners in the Member States, based on a joint overview of
Europe related communication activities established with interested parties.
On the web and from our networks the citizens expect easy access to information on Europe.
The "single entry point" has become a catchword for Vice-President Reding. There is to be one
stop shop for citizens and enterprises on Europe. They do not care if the information is given by
this or that bureaucratic structure: they simply need to get the facts fast and easy.
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2011 will be the "European Year of Volunteering". We will put our efforts together to make this
year a success by raising the awareness of the value of volunteering, its contribution to the
economy, society and to our lives as individuals. At the same time we will start the preparation
for the "European Year of Citizens" proposed for 2013, which will focus on "free movement"
so as to get citizens interested also in voting in the 2014 elections.
Communication with young persons will be further strengthened in 2011. A lot is already done
but there is the need to exploit the large potential for outreach by organising our efforts better.
The Visit Service will be transformed into the Commission's meeting point in Brussels
following the example of the "European Public Spaces" in the Representations. We are looking
at options to upgrade the facilities and make them more user-friendly.
Like many others, DG COMM has to cope with the ongoing pressure on resources: the
Commission's zero growth in human resources forces also DG COMM to plan well ahead on
how to deploy the workforce both in headquarters and in representations. We need to ensure
mobility and career perspectives. A special attention is on gender issues. I am still not entirely
happy with our performance: more has to be done to reach parity.
Finally a few words of method. DG COMM is a special place: contrary to many other DG's, we
all depend on each other. There is no point in having a nice website if there is no content linked
to policy. There is no gain from Eurobarometer surveys if they are not used as a communication
tool. And there is no point in spreading the word in Brussels on EUROPE 2020 if it does not
reach the ground via the Representations in Member States.
- So let's make sure we reach out to each other and help the colleagues, which in turn will help
you!
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3. GENERAL OBJECTIVES
"What really matters is what the institutions deliver to the people. What matters is the
difference Europe makes in their daily lives". José Manuel Barroso – State of the Union 2010
- (07.09.2010).
The 2011 Management Plan is based on general and specific objectives, reflecting:
- the main policy priorities fixed by the Commission, in particular those set out in the Europe
2020 Strategy1, in the State of the Union Speech2, and the Commission Work Programme for
20113 adopted on 27 October by the College.
- the resources proposed in the new Draft Budget 2011 adopted by the Commission on 26
November 20114.
POLITICAL FRAMEWORK AND PRIORITIES
The decisions that the Commission will take in 2011 will have long-term implications. To
make them known and understood by the EU citizens is a prerequisite for their
implementation. As shown by the last Eurobarometer polls, 75% of Europeans are in favour
of more Europe as a response to the crisis. The Commission will put particular emphasis in
communicating the proposals and actions to deal with the big challenges it will have to take
up in 2011:
- Restoring growth for jobs: accelerating towards 2020;

- Pursuing the citizen's agenda: freedom, security and justice;
- Europe in the World: Pulling our weight on the global stage;
- From input to impact: making the most of EU policies.
DG COMM'S STRATEGIC GOALS
"The Treaty of Lisbon means that the time for institutional introspection is over and that we
need to focus on policy delivery and on results". Viviane Reding – Communicating for the
European Commission: Making sure that the Policy message arrives - (12.02.2010).
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COM(2010)2020 of 3.3.2010
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Text available at the following web address:
http://europa.eu/rapid/pressReleasesAction.do?reference=SPEECH/10/411&format=HTML&aged=0&la
nguage=EN&guiLanguage=fr
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COM (2010) 623 final
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COM (2010) 750
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DG COMM will implement its strategic goals as follows:
– Improving the way we communicate according to the political priorities of the

College mainly in the following ways:
– Delivery of the policy message where and when it counts, in the most effective
way;
– Anticipation of the communication actions linked to the Commission Work

Programme by planning forward;
– Deployment of all available media tools according to the political priorities;

– Reinforcing media monitoring, political intelligence and qualitative analysis in close
collaboration with all the Commission services according to the political Agenda of
the College;
– Contributing to better information to EU citizens about EU policies and their EU
rights;
– Implementation of the European Year of Volunteering, through visits and outreach in
Member States.
GENERAL OBJECTIVES
DG COMM has defined 5 General Objectives:
- To deliver to the media and the public the policy message according to the political
priorities of the Commission.
- To deploy the best mix of technical communication means at the service of policy
making.
- To develop political intelligence and qualitative analysis according to the political

agenda.
- To work in partnership with the key players in the european communication field.
- To reinforce European Citizenship.
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POLICY AREA: COMMUNICATION
Indicators
General Objectives Current Objective

Indicator
Situation (long term)
Number of interviews
published, and of articles and
1.158 1.204
reports placed in the media
by the Representations.
To deliver to the media and the public
the policy message according to the
1
political priorities of the Commission.
Number of citizens having
participated to events
organised by the
3,5 million 3,5 million
Representations or where
Representations were
associated to.
Total number of visits of

To deploy the best mix of technical EUROPA website. 294 million 300 million
communication means at the service of
2
policy making.
EURANET: Number of
20 million 20 million
listeners per week.
Budget committed by the

Commission through the
1 million 1,2 million
framework contract
To develop political intelligence and "Qualitative studies"
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qualitative analysis according to the
political agenda.
Number of Flash reports
produced by the 791 800
Representations
Number of events organised

by the Europe Direct 10.800 11.000
Information Centres (EDIC)
To work in partnership with the key
4 players in the european communication
field.
Number of EU
communication operations
132 217
financed by Management
Partnerships
Number of networks of
69 87
Twinned Towns
5 To reinforce European Citizenship.

Percentage of projects
contributing to the
democratic debate on the 35 40
European project.
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4. SPECIFIC OBJECTIVES FOR OPERATIONAL ACTIVITIES
4.1. ABB ACTIVITY 16 02: COMMUNICATION AND THE MEDIA
4.1.1. DESCRIPTION AND JUSTIFICATION OF THE EU INTERVENTION
The objective of the audiovisual communication tools managed by the Commission is putting
citizens at the centre of the European project by giving them the chance to find out about the
political and legislative process of the EU, as well as about the EU activities and
achievements.
To achieve this objective a set of actions is being developed under the communication and the
media activities:
1. Direct financial contribution to the production and broadcast of programmes

on EU issues,
2. Internal production of raw audiovisual material that the media professionals
can use free of charge,
3. Training of journalists to raise their awareness on specific EU topics.
The Commission's participation to this information process is crucial for two reasons mainly:
because of its monopoly of the legislative initiative, the Commission is in a privileged
position to develop an information strategy from the very beginning of the decision-making
process. Furthermore, due to its institutional role, the Commission is able to handle the
information in a transnational framework, and more particularly from a European angle.
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4.1.2. SPECIFIC OBJECTIVES
To support the TV, Radio and Internet media coverage of

1. SPECIFIC OBJECTIVE
EU news
Latest known result Target (result -
Result indicators
(2010) 2011)
Euronews
7 million 7 million
(Average number of viewers per day)
Euranet
(Average number of listeners per week)
Main policy outputs for 2011
2011 will be a key year for the audiovisual policy:

• The support of Euronews by the Commission will be reframed and reinforced
with the opening of Brussels antenna of Euronews;
• Operational solutions to boost Euronews' audience will be developed.
Main expenditure-related outputs
Partnerships with the Euronews in EU languages

EU information
channels
Euronews in Arabic
EURANET
Radio and Internet
networks PressEurop (Digital Media Network)
Studies and data in the audiovisual field
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To produce and provide multimedia products concerning EU
news
Latest known
Result indicators Target (result 2011)
result (2010)
Multimedia productions downloads 154.185 194.000
Multimedia projects: qualitative consolidation of services provided according to the

political priorities.
Audiovisual productions and multimedia projects

Coverage of the EU current affairs
EbS : production and broadcasting
Media library : conservation and availability to the public of audiovisual material (files,
audios, videos, photos)
To improve the quality and accuracy of the media coverage

through the journalists' training
Latest known result Target (result -
Result indicators
(2010) 2011)
Number of journalists attending training
3.977 3.282
seminars
Average degree of satisfaction concerning the
Very good Very good
training seminars
• Improvement of the media converge through a new interinstitutional framework

contract;
• Development of more targeted trainings towards local press.
Journalists training seminars.
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4.1.3. MAIN ACTIONS PLANNED FOR 2011
The year 2011 will be important for the audiovisual field:
• A new framework for working with Euronews is about to be put in place that will give
stability and continuity to the support from the Commission for this rolling European
news channel. The partnership will now in the longer term, allow for the development
of new programming, especially on European topics, and on the politics and activities
of the European Union institutions. The updating of programmes is intended to
increase the appeal of the channel and its programmes at a time when available
information sources just keep on growing. This restructuring of European programme
content will be centred on the opening of a Euronews office in Brussels housing a
team of journalists expert in European affairs. Bringing together these journalists with
Europe's decision-makers will speed up the response of the channel to EU news,
and improve its news coverage.
In addition, within this new framework, projects will be implemented in order to

ensure that Euronews programming will reach more European citizens.
• Press Europ, a website publishing daily and in ten languages a selection of articles of
both news on and analysis of European issues, chosen from over 200 publications
Europ-wide. Its readership has steadily risen, but nonetheless has still not reached
full potential, so 2011 will be spent maximising its profile and promoting its full
possibilities.
• DG COMM will also develop its services provided internally and externally. It will in
particular launch a new initiative "EbS on Mobile".
• The new framework contract for the organisation of information seminars for
journalists will also be launched, and will offer an extended range of options to all the
European institutions, with back up and expertise provided by the Commission. In fact
and in general, the possibility of taking on board the whole range of those framework
contracts given over to the development of communication activities will be
examined.
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4.2. ABB ACTIVITY 16 03: "GOING LOCAL" COMMUNICATION
The objective of this activity is to bring the EU closer to the citizens by providing them,
locally, with clear and objective information on the EU policies, challenges and political
project.
The Commission's participation to this information process is essential. The Commission has
the legislative initiative power. Therefore, it is in a privileged position to launch the debate
with the citizens, and more particularly from a European perspective - above national
approaches. The best way to initiate this debate is to launch it at local level, as close as
possible from the citizens. The actions are therefore implemented by the best channels
possible: in partnership with the European Parliament and the Member states and the 500
Europe Direct Information Centres and through the 36 Representations and Antennas of the
European Commission in the Member states.
Furthermore, this debate enriches the community decision-making process, contributing to

define policies which are closer to the citizens' needs and expectations.
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To support the Europe Direct Information Network in order to:

1. SPECIFIC - provide citizens with information on the EU and its policies and
OBJECTIVE - develop synergies with the other Commission's information networks
Latest known
Result indicators Target (result 2011)
result (2010)
Number of events organised by the
Europe Direct information centres 10.800 11.000
(EDIC)
Number of EDIC's personal contacts 990.000 1 million
• Better integration of the Europe Direct Information Centres (EDIC) into the
country strategies of the Representations in order to deliver better the policy
message according to the political priorities.
• Mid-term evaluation of the second generation of EDICs including the lump-sum
grant system introduced in 2009.
• Integration of the EDICs into the "one-stop shop" for information on EU rights as
announced in the EU Citizenship Report.
Number of EDICs
Training, support and coordination of the ED information network
2. SPECIFIC To promote dialogue with citizens on the EU and its policies.

OBJECTIVE
Latest known Target (result
Result indicators
result (2010) 2011)
Number of participants to events organised by the
3,2 million 3,2 million
Representations or events organised by third parties
• Delivery to the media and the public the policy message according to the political
priorities of the Commission through the best mix of communication actions
(conferences, Commissioners' visits etc).
• Development with the EP offices of innovative political and cultural actions
through the European Public Spaces (EPS).
Organi European debates and events

sation
of Communication actions linked to the political priorities - Representations
events
Communication actions linked to the political priorities - Headquarters
Seminars and conferences organised by the Representations
European public spaces activities
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3. SPECIFIC To develop EU information and communication actions in partnership
OBJECTIVE with Member states
Result indicators
result (2010) 2011)
Number of EU communication operations
132 217
financed by the Management partnerships
• With the political Declaration on "Communication Europe in partnership" of 22

October 20085, the European Parliament, the Council and the Commission
recognised "the importance of addressing the communication challenge on EU
issues in partnership between Member States and the EU institutions to ensure
effective communication with, and objective information to, the widest possible
audience at the appropriate level. They wish to develop synergies with national,
regional and local authorities as well as with representatives of civil society."
• This partnership approach is mainly materialised through the Management

partnerships, which coordinate the communication efforts of the Commission, the
European Parliament and the Member states at the local level, according to the
EU political priorities

Development of management partnerships with the interested Member States.
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Political Declaration on "Communication Europe in partnership" of 22 October 2008, OJEU C 13, 20/01/2009, p. 3.
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• The Representations, on the basis of their respective country strategies will develop
their activities according to the political priorities. In 2011, the communication
activities of the Representations at local level will be based on the main policy
priorities of the Commission, in particular the Europe 2020 Strategy. The
Representations will develop communication activities targeting the public at large,
with particular focus on youth and activities addressing opinion multipliers. The
concrete actions will be embedded into the local policy context and will involve
national, regional and local actors and stakeholders. Finally, besides the established
communication activities aiming at engaging citizens in democratic debate, political
analysis of and reporting about developments in the Member States will become
increasingly important in the next year.
• The Representations will also strengthen their collaboration with the Europe Direct
Information Centres (EDIC) as local partners for implementing their country
strategies. The Representations will also ensure the coordination and cooperation
between the various networks of the Commission of the level of the Member State
concerned. More synergies and better coordination will be sought with the Europe
Direct Contact Centre (EDCC) and "Your Europe" Portal, that form together with the
EDICs the one stop-shop for information on EU rights as announced in the Report on
Citizenship6 and the Single Market Act7, with the overall objective of simplifying
citizen's access to information and assistance on EU rights on a multilingual basis. At
the operational level, the new format for the coordination and support activities will be
consolidated and extended to modern communication means. The second generation
of EDICs will be subject to a mid-term evaluation in 2011 to assess the performance
of the network and the functioning of the lump-sum grant system put in place in 2009.
• Moreover, the Representation will reinforce their partnership approach at local level
according to the Political Declaration signed in October 2008 between the three
institutions. The privileged instruments for a trilateral co-operation between the
European Parliament Information Offices, the national governments, the Commission
Representations are Management Partnerships and Strategic ones. The existing 18
Management Partnerships8 and 3 Strategic Partnerships9 and will be consolidated.
Where partnership agreements are up for prolongation, DG COMM foresees a prior
external evaluation. Within thirteen "European Houses" in EU capitals, a structured
bilateral co-operation between the European Parliament Information Offices and the
Commission Representations has been set up since 200710. These so-called European
Public Spaces that aim at facilitating interaction with society through innovative ways
of communication will continue their work in 2011.
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7
8
Austria, Belgium, Estonia, Finland, France, Germany, Greece, Hungary, Italy, Latvia, Lithuania, Malta,
Poland, Portugal, Slovenia, Slovakia, Spain, Sweden
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Czech Republic, Cyprus, Ireland
10
in Berlin, Copenhagen, Dublin, Helsinki, Lisbon, Madrid, Nicosia, Prague, Riga, Rome, Stockholm, Tallinn
and in Vienna
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4.3. ABB ACTIVITY 16 04: ANALYSIS AND COMMUNICATION
TOOLS
The communication tools managed by the Commission aim at increasing the interest, the
understanding and the involvement of the EU citizens in the EU process.
The Commission's measurement of public opinion is essential, since this institution is one of
the few which can guarantee methodological unity and comparability across the whole of EU-
27.
As regards the information and communication tools such as audio-visual and web, their
deployment is essential to spread information about the EU decision making and policy
outcomes, including to ensure a multi-lingual communication, a sine qua non for reaching
all the European citizens.
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1. SPECIFIC
OBJECTIVE: To measure and analyse the evolution of the public opinion on EU issues
Latest known Target (result -
Result indicators
result (2010) 2011)
Number of press articles concerning Eurobarometer
2.143 2.500
polls
Number of total visits to Eurobarometer website 1.661.115 2 million
• Better use of Eurobarometer and qualitative studies according to the political

priorities.
• Development of the qualitative Media Monitoring analysis.
Realisation of surveys, and qualitative Media Monitoring analyses
2. SPECIFIC To develop online communication tools in order to facilitate the general

OBJECTIVE public's access to EU information
Latest known Target (result -
Result indicators
result (2010) 2011)
Total number of visits to EUROPA website
(including the Representations' and RAPID websites)
Total number of unique visitors to EUROPA website
(including the Representations' and RAPID websites) 17 million 19 million
– monthly average
Number of queries replied by the EUROPE DIRECT
99.921 100.000
Contact centre
• Reorganisation of the web management in order to achieve a more thematic and user-
centric approach (on the model of Your Europe)
• Development of one-stop shop for information on EU rights, in partnership with the
Europe Direct Network and "Your Europe" portal.
EUROPA main website updates of which relates to the Representation's websites

Maintenance of the EUROPE DIRECT Contact centre
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3. SPECIFIC To issue written publications in order to facilitate the general public's
OBJECTIVE access to EU information
Result indicators
result (2010) 2011)
Number of distributed publications 7,3 million 6 million
• Improvement of the multi media dimension of the publication policy;

• Better focus of political priorities.
To issue written publications

To issue newsletters
Publications (Heading 5), including Commission's General Report and the Bulletin
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• The research dimension will be deepened through a better knowledge and analysis
capability around the Eurobarometer tool. Better synergies will be thus developed
among pooling activity, media-monitoring and political reports. Qualitative analysis
will be systematically privileged in order to provide better a political feedback to the
College. In addition to the Eurobarometer tool, qualitative studies will be developed
around the EU agenda. Preferences will be given to ad-hoc and qualitative studies
directly linked to the political priorities of the Commission. A new inter-institutional
framework contract will be available in the beginning of 2007 for the qualitative
studies Eurobarometer Flash. The speechwriting activity will be consolidated.
• In 2011, the experience gained through the intensive user testing of the main websites
of the Commission will be used to improve and increase the service provided to the
other DG's. An audit of these websites will be conducted with the aim to come to a
more thematic and user-centric approach. A good example of a site created with the
user in mind is Your Europe, in which a large number of DGs cooperate to make the
access to information as easy as possible for the citizen. The overall objective of this
new approach will be the streamlining of all EC websites in order to give the users a
common look and feel and navigational structure, while recognising the different
needs of the DGs. The EC homepage will be the first site to use the standard template
for Commission websites that should be ready in the beginning of 2011.
This web policy will also contribute to the development of electronic publications and
e-newsletters and as a consequence will bring about to a proportional decrease of
written publications.
• The work of the Internet Editors' network will be further intensified. Assistance to the
DGs will be promoted through this network. A contract for usability-assistance to the
DGs will be thus put in place in 2011.
• The Contact Centre will continue to position itself as a corporate tool and will seek to
strengthen links with citizen-related EU services with the aim of streamlining their
contacts with the public by assuming a front-office role and putting at their disposal its
access channels and fully-multilingual support.
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4.4. ABB ACTIVITY 16 05: FOSTERING EUROPEAN CITIZENSHIP
Citizenship can be defined as participation in civil society, community and/or political life,
characterised by mutual respect and in accordance with Human Rights and democracy. At
European level, such civic participation includes the participation in actions, debates or
projects concerning the European Union or including a European perspective. It increases
citizens' understanding of Europe and of European citizens from different countries. This
raises their awareness of the common values, history and culture, together with the feeling of
solidarity and it develops the sense of ownership towards the European project and of
European identity. The added value of the Europe for Citizens Programme consists in its
support to mobility of citizens and of civil society organisations across the borders in the
European context, thus enabling debate, reflection and joint actions between citizens from
different countries.
The ex-post evaluation of the Community Programme to Promote European Citizenship

(2004-2006) confirmed a strong need for a community action in this field. The current main
tool for fostering European citizenship, the Europe for citizens Programme (2007-2013)
provides a response to this evaluation finding. It gives citizens the opportunity to participate
in constructing an ever closer Europe. It is implemented through four actions which address
the issue of European citizenship from different, complementary angles taking due account of
equal opportunities.
Volunteering appears as a key expression of civic participation because it represents a strong

commitment towards society and is based on the fundamental values of European Union, such
as solidarity. For this reason it is important to take adequate actions to create an enabling
environment for volunteering to improve the quality of volunteering and to better recognise
the value of volunteering in Europe. It is in line with these objectives that, following the
proposal of the Commission, the Council declared, in November 2009, 2011 as the European
Year of voluntary activities to promote citizenship.
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Through the Europe for Citizens programme, to develop citizens' sense

1. SPECIFIC
of ownership of the European project, to reinforce solidarity and a sense
OBJECTIVE
of European identity built around shared values
Result indicators
result (2010) 2011)
Percentage of respondents feeling more European 80 80
Percentage of projects contributing to the democratic 35 40

debate on the European project
• To develop citizens' sense of ownership of the European project, to reinforce solidarity

and a sense of European identity built around shared values mainly through the town-
twinning policy;
• To promote European citizenship and to boost participation in the EU by developing
civil society and related policy dialogue at European level mainly through structural
support to relevant civil society organisations.
Europe for Citizens Programme: financial support to around: 10 Citizens panels; 650 Town-
twinning citizens meetings; 100 Thematic networks of twinned towns; 100 projects initiated by
civil society organisations; 50 projects for European Remembrance. These activities will
involve around 750,000 participants.
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Through the Europe for Citizens programme, to promote European
2. SPECIFIC citizenship and to boost participation in the EU by developing civil
OBJECTIVE society and related policy dialogue at European level

Result indicators
result (2010) 2011)
Number of organisations having received an
operating grant and participated in a dialogue with 58 51
the Commission
Number of networks of Twinned Towns 69 87
• Implementation of the European Year of Volunteering in 2011

• Foreseen European Year of Citizens in 2013
Europe for Citizens Programme financial support to around:

30 measures to enhance the evolution of town twinning.
Structural support for around 55 European level organisations (including public policy research
organisations; civil society organisations; pan-European platforms and organisations for
European remembrance).
Events on volunteering co-financed with the Presidencies.
Organisation of European Golden Stars awards to promote best practice.
Implementation of the key actions linked to the European Year of Volunteering in 2011
To maximize the impact of Commission's visitors' service by

3. SPECIFIC
identifying and attracting new multipliers on EU issues and by
OBJECTIVE
improving the service provided to the citizens
Result indicators
result (2010) 2011)
Number of visits to the Commission 1.500 1.500
Percentage of visits being priority visits and

56 60
multiplier visits
Improving Commission openness by facilitating direct contact between citizens and staff
1.500 information visits annually representing around 46.000 visitors

Priority for visits for key multipliers.
23
• Through the Europe for Citizens programme, the Commission will develop citizens'
sense of ownership of the European project mainly through town-twinning process.
Within the Town twinning measure a progressive move from individual citizens'
meetings towards more structured projects is encouraged. Thematic networking
(structuring measure which extends the dimension of town twinning from people to
people meetings to more focus discussions and systematic exchange of good practice)
will continue to be further developed. The flat rates system will be simplified and
based, as of 2011, on number of participants and number of days. The support
measures and citizens projects will continue to strengthen in 2011. The support
measures are important in view of boosting the qualitative development of town
twinning.
• The Commission will also promote European citizenship in partnership with civil
society organisations (NGOs). This is done through structural support to European
level civil society organisations, to their networks and to think tanks as well as
through grants for trans-national projects initiated by civil society organisations. It is
foreseen that one high visibility event will be organised in co-operation with each EU
presidency to increase the visibility of the political objectives of the programme.
Furthermore, the Golden Stars Ceremony will be held, during which projects,
including town twinning, civil society and remembrance projects, will be awarded
prizes in recognition of their excellence. To assure broad dissemination of information
about the programme objectives and its support mechanisms, a system of national
information structures has been set up. This system, which complements the other
measures (publications etc.), will be further developed during 2011.
• In addition to the Europe for Citizens programme, the European Year of Volunteering
promoting an European citizenship will be implemented in cooperation with the
national coordination bodies designated by the Member States, a support to flagship
projects promoting networking and innovation in the field of volunteering and a
Europe-wide communication campaign including a high visibility launch event and
actions facilitating a large mobilisation of stakeholders. An ongoing and ex post
evaluation of the European Year of Volunteering 2011 will be carried out to steer its
implementation and draw the lessons that could usefully inform the preparation and
implementation of future European Years (in particular the foreseen European Year of
Citizens in 2013).
• The Visits Service will continue implementing the goals set out in the communication
"Evolution of the Visits Service: Welcoming schools to the Commission" which
highlighted two major projects: organising school visits to the Commission and
transforming the Van Maerlant 18 building to make it more accessible to citizens and
civil society: a communication action involving interactive activities using multimedia
equipment will be developed in 2011.
24
5. SPECIFIC OBJECTIVES FOR HORIZONTAL ACTIVITIES
5.1. ABB ACTIVITY 16 01: ADMINISTRATIVE EXPENDITURE OF

‘COMMUNICATION’ POLICY AREA
This activity corresponds to:
- From one side, administrative support actions: technical assistance for evaluation,
information networks, specialized information correspondents and Europa website.
- On the other side, proper administrative actions directly linked to external or local
staff, real estate expenses and other relative expenses.
Two main actions are planned under this activity in 2011:
• A new qualitative media monitoring system:
- After feasibility study showing the weaknesses and shortcomings of the

current system based on a national approach per country, it has been
decided to improve the current system by a new framework contract four-
year framework contract centralising the national media monitoring
contracts and activities into one global contract managed by DG COMM
headquarters in Brussels.
- The new contract shall cover the provision of Media monitoring and
related services to the European Commission. The media monitoring
services should provide daily information on media coverage concerning
EU related issues. The service delivered should provide a continuous
feedback which should contribute to the Commission's learning process on
its polices and media relations.
25
• The negotiation of a DG COMM framework contract on evaluation of
Communication activities:
- At the present time, DG COMM is conducting its own evaluations

through framework contract from DG BUDG and other DGs.
Unfortunately, the framework contracts used are often not specifically
adapted to the evaluation of communication activities. Moreover, DG
COMM has received several requests from other DGs asking for such a
specific framework contract.
- Therefore, DG COMM intends to get a framework contract on

evaluation of communication activities by the second quarter of 2011.
This contract would be divided in 3 lots:
1. Evaluation of large communication activities

2. Development of small-scale evaluation tools
3. Technical a methodological assistance in the organisation and
implementation of evaluation of communication activities.
26
INTERNAL ANNEXES
27
ANNEXE II – INTERNAL CONTROL STANDARDS FOR EFFECTIVE
MANAGEMENT
Standard 7 New action in 2011

Standard 8 Carry on action started in 2009
Standard 9 Carry on action started in 2009
For ICS 8 and ICS 9, DG COMM will continue carrying on control actions which started in
2009. In addition DG COMM will start control actions for ICS 7 in 2011.
The analysis of the conditions that the ISC 8 and ISC 9 are implemented by the Units and by
the Representations since 2009 shows that an action plan has to be put in place in order to
improve the ISC process. This action plan will focus on the training actions concerning the
different financial actors.
28
ANNEXE III – EVALUATION PLAN
I. Evaluations carried over from Year 2010
ABB Resources involved/

Reason, objective(s) and intended Timing
N° Subject/Title Heading(s) Type of evaluation estimated
use of the evaluation
concerned
prospective ("P"); external ("E");

retrospective ("R"); internal ("I");
Human Financial (in
Start End prospective and internal with
(Man/days) €)
retrospective external support
("P&R") ("I&E")
The ongoing evaluation system will

assist in the implementation of the
Evaluation of the Fostering
European Year and result in a final
1 European Year of European Nov. 2010 Mar. 2012 P&R E 250000
evaluation report on its impact and
Volunteering Citizenship
added value. It will draft lessons that
will be of use in future European Years.
To assess the impact and use of the

Evaluation of the materials produce, in order to improve Analysis and
2 Euranet Network of the distribution, presentation and communication Nov. 2010 May 2011 P&R E 20000
Radio Stations contents of the materials and so tools
increase their utility.
29
II. Evaluation plan for Year 2011 ( Management Plan )

concerned

Human Financial (in
(Man/days) €)
("P&R") ("I&E")
Impact Assessment for

a Successor Initiative Fostering
Preparation of the new programme for
1 (2014-2020) to the European Dec. 2010 Dec.2011 P I&E 50000
the after 2013 period.
Europe for Citizens Citizenship
Programme
Helping to identify in which manner the

Mid-term Evaluation of
partnerships are designed to result in
the Management
improved communication at national,
Partnership Scheme
regional or local level; Assessing to
(Belgium, Austria, Italy,
what extent the management Going Local'
2 France and Portugal) Oct. 2011 Oct. 2012 P&R E 200000
partnerships are actually conducive to communication
1cross-cutting or 5
improving this communication;
individual evaluations
Providing recommendations on how to
to be decided by unit
improve their performance in the future.
B3
Draw lessons from existing evaluations
and current practice.
The second generation of the Europe

Direct Information Centres was
Mid-term Evaluation of
launched in 2009 for a period of 4
the Europe Direct Going local
3 years, applying a lump sum concept March 2011 Jan. 2012 P&R E 200000
Information Centres communication
where focus is on the output achieved.
(EDICs)
This new system needs to be evaluated
in 2011 in view of preparing the next
generation in due time.
30
III. Evaluations intended to be launched in Year 2012, 2013 etc.

concerned

Human Financial (in
(Man/days) €)
("P&R") ("I&E")
The ongoing evaluation system will

assist in the implementation of the
Evaluation of the Fostering
European Year and result in a final
European Year of European 2012/2013 2012/2013 P&R E 250000
evaluation report on its impact and
Volunteering Citizenship
added value. It will draft lessons that
will be of use in future European Years.
31
ANNEXE V – ACTIONS STEMMING FROM AARS AND SYNTHESIS REPORT-ACTION PLAN ON COPYRIGHTS
No Action Deliverables Respons Associated Deadline State of play

ible
1 Training Provide for training courses on OPOCE COMM, JRC, Continuous Training for webmasters in
copyrights to all Commission staff INFSO action Sept 09; on Belgian Law
concerned, including training in specific copyright in Feb/March
areas (i.e. AV, Internet) 2010, IPR-Copyright in
May 10 and Dec 2010
Next training session for
DG COMM staff February
2011
2 Awareness raising Raise awareness of Commission staff on COMM SG, OPOCE, JRC, Continuous On going
copyright questions via Intracomm and INFSO action
"Commission en Direct", the ECN and by
a note to all Commission services
3 Copyrights notices on Review of copyright notices on EUROPA COMM JRC, OPOCE, 03/2011 Under preparation, CIS to
EUROPA in order to draft new notices reflecting INFSO be launched beginning
the Commission decision on re-use of 2011. Copyright notices of
Commission documents EUR-Lex, Eurostat and EU-
Bookshop have been
already modified by OP
4 Review of re-use Review of the Commission decision INFSO 2011 Review still in progress by
decision 2006/291/EC on re-use of Commission INFSO and foreseen in
information according to its Article 12, 2011
consultation of services
32
ANNEXE VI – ANNUAL WORK PROGRAMME OF EXECUTIVE
AGENCIES
(See EACEA Management Plan)
33

COMM Management Plan 2011

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EUROPEAN COMMISSION

MANAGEMENT PLAN 2011

2. THIS YEAR'S CHALLENGES ................................................................................................................. 4

3. GENERAL OBJECTIVES ......................................................................................................................... 6

DG Communication is in charge of informing and communicating about the policies of the

The Spokesperson's Service (SPP):

• anchors communication into the policy-making process by reinforcing the consistency

• offers communication services (web communication, speechwriting, audiovisual

• develops the Commission's corporate image including its visual identity;

• offers a dedicated analytical capacity to exploit Eurobarometer surveys and media

• provides political information and ensures effective communication with media,

• provides information to citizens on EU policies;

Restoring growth for jobs: accelerating towards 2020;

Pursuing the citizen's agenda: freedom, security and justice;

Europe in the World: Pulling our weight on the global stage;

From input to impact: making the most of EU policies.

In 2011 the services on web communication, speechwriting, audiovisual services and

POLITICAL FRAMEWORK AND PRIORITIES

- Restoring growth for jobs: accelerating towards 2020;

DG COMM'S STRATEGIC GOALS

– Improving the way we communicate according to the political priorities of the

– Anticipation of the communication actions linked to the Commission Work

– Deployment of all available media tools according to the political priorities;

DG COMM has defined 5 General Objectives:

- To develop political intelligence and qualitative analysis according to the political

- To reinforce European Citizenship.

General Objectives Current Objective

Total number of visits of

Budget committed by the

Number of events organised

5 To reinforce European Citizenship.

4.1. ABB ACTIVITY 16 02: COMMUNICATION AND THE MEDIA

4.1.1. DESCRIPTION AND JUSTIFICATION OF THE EU INTERVENTION

1. Direct financial contribution to the production and broadcast of programmes

To support the TV, Radio and Internet media coverage of

2011 will be a key year for the audiovisual policy:

Main expenditure-related outputs

Partnerships with the Euronews in EU languages

Main policy outputs for 2011

Multimedia projects: qualitative consolidation of services provided according to the

Main expenditure-related outputs

Audiovisual productions and multimedia projects

To improve the quality and accuracy of the media coverage

Main policy outputs for 2011

• Improvement of the media converge through a new interinstitutional framework

Journalists training seminars.

The year 2011 will be important for the audiovisual field:

In addition, within this new framework, projects will be implemented in order to

4.2.1. DESCRIPTION AND JUSTIFICATION OF THE EU INTERVENTION

Furthermore, this debate enriches the community decision-making process, contributing to

To support the Europe Direct Information Network in order to:

Main policy outputs for 2011

2. SPECIFIC To promote dialogue with citizens on the EU and its policies.

Main policy outputs for 2011

Organi European debates and events

Main policy outputs for 2011

• With the political Declaration on "Communication Europe in partnership" of 22

• This partnership approach is mainly materialised through the Management

Main expenditure-related outputs

4.3.1. DESCRIPTION AND JUSTIFICATION OF THE EU INTERVENTION

Main policy outputs for 2011

• Better use of Eurobarometer and qualitative studies according to the political

2. SPECIFIC To develop online communication tools in order to facilitate the general

Main policy outputs for 2011