Communication from the Commission to the Council, the European Parliament, the European Economic and Social committee and the Committee of the Regions on the implementation of an information and communication strategy on the euro and Economic and Monetary Union
Date: 2004-08-11
Institutions: European Commission
Subjects: Economic and Monetary Union, communications policy, euro, public awareness campaign

COMMISSION OF THE EUROPEAN COMMUNITIES 

Brussels, 11.08.2004 
COM (2004) 552 final 

COMMUNICATION FROM THE COMMISSION 
TO THE COUNCIL, THE EUROPEAN PARLIAMENT, 
THE EUROPEAN ECONOMIC AND SOCIAL COMMITTEE AND THE 
COMMITTEE OF THE REGIONS 

on the implementation of an information and communication strategy on the euro and 
Economic and Monetary Union

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Executive Summary 

Barely two years after the successful introduction of euro notes and coins in twelve Member 
States,  information  and  communication  on  the  euro  and  Economic  and  Monetary  Union 
(EMU)  is  entering  a  new  phase.  This  Communication  presents  the  European  Commission’s 
information and communication strategy for this phase.  

In several resolutions1, the European Parliament has stated that “the information campaign on 
the introduction of the euro has been successful in terms of European Union information and 
communication” and that “top priority information and communication should focus on issues 
close to the everyday lives of citizens (topics such as […] the euro)”.  

Information  and  communication  on  the  euro  and  EMU  clearly  remains  a  priority  for  the 
European Union (EU): 

•  The enlargement of the EU on May 1, 2004 will lead to the expansion of the euro 

area in the future, when Treaty conditions are met.  

•  The introduction of the euro, a historic step in the construction of the EU, needs to 

be consolidated by increasing public support for the single currency.  

•  The introduction of euro notes and coins has had a huge positive influence on how 
third  countries  view  the  EU  and  its  economic  role.  This  trend  should  be 
encouraged.  

The  information  and  communication  strategy  for  the  euro  and  EMU  is  part  of  the  overall 
“Information and Communication Strategy for the European Union” (COM(2002)350) and its 
implementation  (COM(2004)196)  adopted  by  the  Commission.  It  must  thus  slot  into  the 
overall play of Member States’ communication policy, providing value added and a tangible 
European dimension to the democratic debate in each Member State. To do this, it will focus 
on strengthening interinstitutional cooperation and developing structured partnerships with the 
Member States, while continuing to ensure overall consistency.  

The aim is to increase public knowledge within and outside the EU on the working of EMU 
and to contribute to a smooth changeover in those Member States which adopt the euro. 

This Communication “on the implementation of an information and communication strategy 
for  the  euro  and  EMU”  explains  why  the  euro  remains  a  communication  priority,  describes 
the general principles of the strategy and the key players’ roles, identifies the targets and sets 
out the operational aspects.  

Information  and  communication  on  the  euro  and  EMU  remains  a  top  priority, 
particularly in the new Member States. 

1 

European  Parliament  Resolutions  of  13  March  2002  on  “the  Commission  communication  on  a  new 
framework  for  cooperation  on  activities  concerning  the  information  and  communication policy  of  the 
European  Union”  and  of  10  April  2003  on  “an  information  and  communication  strategy  for  the 
European Union”. 

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1. 

INFORMATION AND COMMUNICATION ON THE EURO AND EMU IS A TOP PRIORITY 

1.1. 

Information  and  communication  on  the  euro  and  EMU  is  part  of  an  overall 
strategy  

In its Communication on “implementing the information and communication strategy for the 
European Union” (COM(2004)196), the Commission identifies the new form of governance 
represented by the EU as a priority focus: indeed the lack of understanding among the public 
makes  a  genuine  information  and  communication  policy  important  in  order  “to  improve 
perception  of  the  European  Union  and  its  Institutions  and  their  legitimacy  by  deepening 
knowledge and understanding  of  its  tasks, structure and achievements and by  establishing a 
dialogue with its citizens”. Those goals must be achieved by strengthening interinstitutional 
cooperation  and  developing  decentralised  activities  and  structured  partnerships  with  the 
Member States.  

The Commission has so far concentrated on four priority information topics: enlargement, the 
future of the Union, the area of freedom, security and justice, and the euro. A fifth was added 
in 2004: the role of Europe in the world. 

The  information  and  communication  strategy  on  the  euro  and  EMU  has  taken  the  general 
guiding  principles  set  out  in  the  abovementioned  Communication  and  built  on  them  by 
planning specific activities targeting specific groups and the general interested public. 

1.2. 

Objectives  of  the  information  and  communication  strategy  on  the  euro  and 
EMU 

The  strategy  will  strive  to  achieve  the  following  objectives  in  Member  States  and  third 
countries outside the EU: 

•  help create public awareness and understanding of the requirements for EMU to 
function properly, such as the need for sound public finance and the coordination 
of economic policies;  

•  provide neutral and factual information that will enhance citizens’ understanding 

of the euro; 

•  contribute  to  a  smooth  changeover  in  the  Member  States  which  are  to  adopt  the 

euro;  

•  provide the media, economic agents and policy-makers in third countries with the 
information they need on questions concerning EMU, the euro and the European 
economy in order to take informed decisions. 

The objectives of the strategy are to: 

- increase public knowledge of how EMU works; 

- achieve a smooth changeover where it is required. 

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2. 

GENERAL  PRINCIPLES  UNDERPINNING  THE  INFORMATION  AND  COMMUNICATION 
STRATEGY ON THE EURO AND EMU 

2.1. 

Decentralisation and subsidiarity  

To be credible and effective, information and communication activities must reflect citizens’ 
culture, language and concerns. The best sources of information are those closest to the public 
and those considered authoritative and reliable. The Member States have a prominent role in 
identifying and executing actions accordingly.  

2.2. 

Consistency and adaptability of the messages 

The messages will be adapted to the country, target audience and local situation with regard to 
the euro. However, attention will be given to ensuring overall consistency of the messages.  

2.3. 

Partnership 

The  communication  strategy  will  be  based  on  voluntary  working  partnerships  with  the 
Member States, fostering synergy between their structures and know-how and the activities of 
the EU. Collaboration between the Member States and the Commission will be governed by 
partnership agreements as defined by Communication COM(2004)196.  

2.4. 

Priorities 

The information and communication campaigns on the euro and EMU are to be implemented 
in  all  the  EU  Member  States  and  outside  the  Union.  To  achieve  this,  the  actions,  tools  and 
targets must be prioritised.  

Over  the  next  few  years  priority  will  be  given  to  the  10  new  Member  States,  in  particular 
those which are ready to design and implement their strategy on the euro and EMU.  

2.5. 

Best practices 

Best  practices  will  be  applied  more  systematically,  especially  those  acquired  during  the 
changeover to the euro in 1999 and 2002.  

The communication strategy is based on decentralised activities while consistency will be 
ensured by partnership agreements. Priorities must be defined. 

3. 

ROLE OF THE KEY PLAYERS 

3.1.  Member States  

The  EU  communication  strategy  will  be  targeted  at  Member  States’  citizens  and  economic 
operators.  The  Member  States  are  therefore  best  placed  to  create  information  tools  and 
products  and  to  encourage  the  regional  and  local  authorities,  public  interest  services  and 
networks of civil society organisations to act as information relays.  

Activities  will  follow  the  form,  content  and  timetable  set  out  in  the  Member  States’ 
programmes.  

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3.2. 

European Commission 

Since 19952, the Commission has acquired considerable experience in the field of information 
and  communication  on  the  euro,  which  it  will  continue  to  deploy  while  also  making  it 
available  to  the  Member  States.  In  the  run-up  to  the  euro  before  1999  and  up  to  2002,  it 
played  an  important  role  in  preparing,  initiating  and  coordinating  communication  activities. 
Its role will now again consist of:  

•  ensuring consistency of the messages; 

•  stimulating  and  coordinating  the  communication  activities  of  the  Member  States 

and civil society organisations; 

•  proposing a range of information tools and implementing specific actions; 

•  organising  and 

supporting 
information activities in non-member countries; 

transnational  communication 

initiatives  and 

•  managing  its  own  centralised  activities  (conferences,  PR  and  information 

products, regular assessment, etc.). 

3.3. 

Interinstitutional cooperation  

Implementation  is  to  be  based  on  shared  objectives,  agreed  on  by  the  three  Community 
institutions, notably via the Interinstitutional Group on Information (IGI).  

The European Parliament played a leading role in the launch of the PRINCE programme. The 
Commission  and  Parliament  have  built  up  a  strong  relationship  since  the  programme  was 
established and will continue this.  

Cooperation and a clear delimitation of roles between Member States, the Commission, 
the  Council  and  the  European  Parliament  is  crucial  for  a  successful  information  and 
communication campaign. 

4. 

ADDRESSING CITIZENS’ NEEDS  

4.1. 

The state of public opinion regarding the euro 

Recent opinion polls show the following3: 

4.1.1.  The euro area  

People’s sense that they are well informed about the euro and EMU has increased since 2002. 
However, the results still vary widely by country and the number of people who think solely 
in  euro  is  still  relatively  small.  The  public  is  not  yet  fully  aware  of  the  implications  of  the 

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Publication  of  the  “Green  paper  on  the  practical  arrangements  for  the  introduction  of  the  single 
currency” (COM/95/333/ Final). 
Polls of June and September 2003 on the introduction of euro notes and coins. 

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single  currency  for  national  economic  policies.  Existing  negative  perceptions4  may  make 
acceptance more difficult in new Member States. Communication strategies in countries that 
will adopt the euro should be designed to take account of this.  

4.1.2.  Countries with an “opt-out” (Denmark and the UK) 

The  Danes  are  better  informed  than  the  British.  They  appear  to  recognise  the  positive, 
practical  side  of  using  the  single  currency.  However,  a  majority  of  Danes  think  that  the 
conversion  of  national  prices  into  euro  has  been  somewhat  detrimental  to  consumers  in  the 
euro area. Compared to other Member States, the British have a very low level of knowledge 
about the euro.  

4.1.3.  Countries with a derogation and candidate countries 

A  majority  of  Swedes  believe  they  are  well informed,  but  many  respondents  did  not  know 
some of the basic facts about the euro. A majority also think that the conversion of national 
prices into euro has been somewhat detrimental to consumers in the euro area. The no vote in 
the referendum in Sweden on 14 September 2003 should be kept in mind, as it could have an 
effect on public support in other countries. 

In  the  new  Member  States  and  candidate  countries,  the  subject  of  the  euro  and  EMU  is 
directly linked to, and seen as a consequence of, accession. After the positive referendum on 
accession  in  the  acceding  countries,  it  may  not  be  unreasonable  to  expect  similar  levels  of 
popular support for the euro.  

4.1.4.  Third countries 

A  survey5  conducted  by  the  Commission  via  its  delegations  and  representations  in  third 
countries  shows  a  growing  general  awareness  of  the  euro  internationally.  A  recent  three-
month press-monitoring project in the major financial centres outside the EU and among key 
media actors has also shown clearly that more and better information about the euro and EMU 
is sought. There is particular concern about the effectiveness of the economic governance of 
the euro area, and more especially about the credibility of the Stability and Growth Pact.  

4.2. 

Need for up-to-date information 

Communication  activities  depend  on an accurate perception of the reality on the ground for 
success.  Public  opinion  will  therefore  regularly  be  assessed  through  surveys  to  identify 
information needs and gaps and evaluate the effectiveness of campaigns. The messages must 
be  focused  and  adjusted  to  changing  circumstances,  may  have  to  be  differentiated  by  target 
group or country, and, in the new Member States, must take account of progress on preparing 
for and implementing the changeover.  

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For  instance,  the  perception  that  the  introduction  of  euro  notes  and  coins  has  led  to  a  significant 
increase in prices, which is not borne out by consumer price indexes. 
Survey  on  the  use  of  euro  cash  outside  the  EU,  European  Commission  (ECFIN/195/04-EN-13  April 
2004). 

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4.3.  Messages and values 

The messages will shaped by the findings of opinion polls, the Commission’s strategy and the 
EU’s objectives. They will relate the euro and EMU to the history and benefits of European 
integration and to values such as prosperity, growth, stability, price transparency, practicality 
and identity. They will cover the cultural, economic, social, political, consumer and business 
impact  of  EMU  and  the  euro.  In  the  new  Member  States,  practical  information  on  the 
changeover  will  be  given.  The  focus  will  depend  on  the  geographical  area  and  the  Member 
States’ own wishes.  

4.3.1.  The euro area  

On  EMU,  further  efforts  are  needed  to  explain  its  special  architecture  and  why  certain 
economic  policies  are  needed  so  it  can  function  properly.  On  the  euro,  the  communication 
approach must bear in mind that, two years after the cash changeover, many people still think 
in their old legacy currencies and that thinking in euro is likely to take more time.  

4.3.2.  Countries with an “opt-out” (Denmark and the UK) 

Here the message will be that it is for the national governments to decide whether to apply to 
adopt  the  euro.  Otherwise,  communication  will  focus  on  both  the  practicalities  and 
substantive issues of EMU. Information on success stories in other Member States would be 
useful, as would accurate information to help tackle misperceptions. 

4.3.3.  Countries with a derogation  

In  Sweden,  after  last  year’s  referendum,  the  government  is  not  planning  any  specific 
information  activities.  The  Commission’s  Delegation  will  provide  brochures  and  practical 
information. 

In the new Member States, a similar strategy to that adopted previously for the introduction of 
the euro will be used. The communication activities will be phased in progressively.  

In the first phase, the campaigns will pursue a dual objective: to set the changeover to the euro 
in the broader context of the history of European integration and to provide information about 
the phases of economic integration, the reasons for EMU, the stability it can bring and how it 
works.  

When the date of the changeover is set, the second phase will encourage governments, banks 
and large undertakings to prepare without delay for the changeover, explaining its operational 
implications and the need for advance preparation.  

In  the  last  phase  the  information  campaigns  will  become  more  intensive  and  larger-scale. 
They will target the general public and be adapted to the specific needs of different population 
groups,  e.g.  vulnerable  members  of  society  (the  elderly,  the  disabled,  the  economically 
disadvantaged,  etc.),  young  people  (notably  schools),  women  or  rural  populations.  A 
particular effort will continue to be made for businesses, especially small and medium-sized 
enterprises, and the self-employed.  

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4.3.4.  Candidate countries 

The messages should reflect the longer time-scale of their accession process. Communication 
activities will be increased as accession approaches in each country. 

4.3.5.  Third countries 

Messages should concentrate on the benefits of the euro, the stability framework of EMU and 
the  kind  of  economic  governance  at  work  in  the  euro  area,  the  euro  as  an  international 
currency,  international  use  of  the  euro,  and  the  euro  as  a  role  model  for  other  regional 
economic integration processes. 

4.4. 

Target groups 

Within  the  abovementioned  categories  of  countries,  information  and  communication  must 
focus  both  on  specific  target  groups  (e.g.  political  representatives,  civil  society,  youth,  the 
media and business world) and on the general public. 

4.5. 

The tools of the communication strategy 

The  strategy  will  take  a  multimedia,  multi-disciplinary  approach.  All  communication  tools 
will be used depending on the timetable, the available budget and the target audience:  

•  paper publications, leaflets and flyers will be produced; 

•  modern  methods  of  communication  (Internet,  CD-ROM,  etc.)  will  be  used 
extensively, allowing information to be disseminated efficiently and at low cost; 

•  a range of attractive PR products will be made available; 

•  public 

(freephone 

information  services 

local 
information tools (info-bus, travelling exhibitions, information evenings, etc.), and 
tools adapted to specific categories of the population (blind and partially sighted, 
the illiterate, the economically disadvantaged, the elderly, etc.) will be used where 
appropriate in the countries which are preparing to introduce the euro;  

information  service,  etc.), 

•  conferences, seminars, exhibitions and other public events will be organised; 

•  networking, information relays and other natural partners will be actively used to 

disseminate and amplify the messages; 

•  as the changeover approaches, TV and radio will be one of the essential tools of 

the “general public” component of the strategy.  

Regular  surveys  on  a  country-by-country  basis  are  essential  to  define  the  scope, 
messages and values of the communication, and to measure the impact of the campaign 
and the efficiency of the tools used. 

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5. 

IMPLEMENTATION OF THE INFORMATION AND COMMUNICATION STRATEGY – MAIN 
COMPONENT  

5.1. 

Partnership with Member States 

5.1.1.  Coordination  

The  Commission,  Member  States  and  European  Central  Bank  will  coordinate  their 
communication activities. To this end, the Commission will continue to work closely with the 
directors of communication of Member States’ Ministries of Finance and Central Banks and 
with  the  European  Central  Bank,  within  the  “Directors  of  communication  network”,  which 
will  have  a  central  role  in  defining  and  implementing  the  strategy  and  linking  it  with  other 
activities  in  Member  States.  There  will  be  ongoing  exchanges  of  information  between  the 
“Directors of communication network” and the “Public administration network”6. 

5.1.2.  Agreements  

Partnership between the Commission and Member States will ensure maximum use is made 
of  the  Member  States’  own  communication  capacities.  A  substantial  part  of  the  available 
budget  will  therefore  be  spent  in  partnership  with  Member  States.  Activities  must  cover 
several  years.  Sufficient  budgetary  resources  must  be  available  over  an  extended  period  in 
order to cover a multi-annual programme.  

Commission—Member State partnerships can take one of three possible forms7: 

•  Strategic partnerships, where the Member State and the Commission agree on the 
details  of  a  communication  programme  and  a  division  of  tasks  between  the  two 
partners, each side paying the full cost of the activities they undertake. There is no 
direct financial relationship between the Commission and the Member State. 

•  Management partnerships, where the Member State manages the whole campaign 
on behalf of the Commission, in accordance with the EU’s Financial Regulation. 

•  Ad hoc partnerships, where the Commission contributes to expenses incurred by 
the Member State. Subcontracting costs are eligible if incurred in conformity with 
the public procurement directives.  

5.1.3.  Partnership with new Member States 

In order to smoothly set up partnerships with each new Member State, it is proposed to divide 
them into three groups, according to the following indicative schedule: 

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7 

The network of Member State representatives responsible for the euro changeover. 
See  the  communication  from  the  Commission  “on  implementing  the  information  and  communication 
strategy for the European Union” (COM(2004) 196 final). 

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Groups 

Group  1  (3-4  new 
MS) 

Group  2  (3-4  new 
MS) 

Group  3  (2-3  new 
MS) 

2004 

1st half 

2nd half 

2005 

2006 

2007 

Preparation 

Signature 

Implementation 

Impl. 

Impl. 

Prep. 

Sign. 

Impl. 

Impl. 

Prep. 

Sign. 

Impl. 

Groups  will  be  constituted  on  the  basis  of  countries’  plans  and  progress  towards  EMU,  as 
assessed on the basis of the convergence reports. 

The different parties (Member State, Parliament and Commission) must agree on: 

•  Objectives; 

•  Communication plan: strategies, messages, target groups, etc.; 

•  Detailed action plan on timing, products, media, tools, etc.; 

•  Role  of  each  party,  both  at  the  national  and  international  level  and  at  the  local 

level; 

•  Financial aspects: co-financing rules and amount, eligible actions, reduction of the 

Commission’s contribution if the national contribution is reduced;  

•  Monitoring, evaluation and control, etc; 

•  Shared “branding” (logos, etc.). 

5.1.4.  Partnership with other Member States 

Partnerships may be concluded if required between the Commission and the 15 other Member 
States.  

5.2. 

Twinning programme between old and new Member States 

A  euro/EMU  twinning  programme  will  be  introduced  between  old  and  new  Member  States 
whereby the old Member State may, if so wished, cooperate with and assist the new Member 
State on the design and implementation of its information and communication strategy on the 
euro  and  EMU.  This  should  greatly  help  the  dissemination  of  best  practices  and  transfer  of 
expertise.  

5.3. 

Networking, information relays and other natural partners  

In addition to its own delegations and representations, the EU has over 700 information and 
documentation relays and networks in the old Member States. In new Member States they will 

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develop  gradually  over  the  next  few  years.  They  are  coordinated  and  facilitated  by  the 
Commission8. There are also some 550 “Team Europe” lecturers. Their experience, flexibility 
and  immediate  proximity  to  civil  society  and  the  general  public  make  these  networks 
particularly useful. 

In close coordination with the spokesperson for Economic and Monetary Affairs, information 
seminars  for  economic  journalists  will  be  organised  to  encourage  reporting  of  euro/EMU 
activities in the press and broadcast media in the EU and third countries. 

5.4. 

Conferences and seminars 

Conferences  and  seminars  will  reinforce  the  networking  activities.  Exhibitions  and 
publication stands at public events will circulate regularly.  

5.5.  Measurement, feedback  

In  order  for  the  Commission  and  Member  States  to  set  and,  if  necessary,  adjust 
communication  objectives  and  measure  progress  in  achieving  them,  both  qualitative  and 
quantitative surveys will be carried out.  

5.6. 

External information activities 

The Commission has well-advanced plans to hold a series of conferences and seminars in the 
USA,  Africa,  Asia  and  Latin  America.  The  target  audience  is  key  institutional  and  opinion 
makers and media influencers, journalists and key media. Relations with journalists will also 
be  intensified  by  means  of  regular,  specialised  meetings,  specifically  in  the  context  of 
conferences and seminars.  

Finally,  a  media  monitoring  programme,  in  which  the  spokesperson  for  Economic  and 
Monetary Affairs is involved, will be organised in third countries to ascertain how the EMU, 
the euro and the European economy are perceived in the major financial centres outside the 
EU.  

5.7. 

Publications and other information products 

Besides  the  Commission’s  euro  website  and  the  specialised  products  for  more  targeted 
economic  groups,  such  as  “European  Economy”,  we  will  increase  efforts  to  provide  the 
general public with a range of publications and PR products.  

The Commission will publish a newsletter, in paper and electronic form. The number of PR 
products  (bearing  the  euro  symbol)  should  also  be  increased.  A  wide  range  of  information 
material (leaflets, flyers, posters, etc.) will be available. 

5.8. 

Partnership with business and civil society 

The  business  sector  and  civil  society  are  natural  targets  for  our  information  and 
communication  activities.  They  are,  however,  primarily  organised  at  local  or  Member  State 
level  and  consequently  it  will  be  for  Member  States  to  work  directly  with  these  sectors. 

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Managed by DG PRESS. 

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However,  the  Commission  can  complement  these  activities  either  directly  or  indirectly,  e.g. 
by working with pan-European umbrella organisations. 

5.9. 

No-direct-cost activities 

A number of no-direct-cost activities are planned, especially in the field of networking, such 
as  cooperation  with  existing  EU  information  and  documentation  centres  or  development  of 
the  website.  The  aim  is  to  build  up  and  run  an  information  network  on  the  EU’s  economic 
policy  and  the  euro.  Other  existing  networks  in  Member  States  can  also  be  used  to 
disseminate information.  

Links will be established with the main sources of practical information, which, in addition to 
governments  and  central  banks,  could  include  commercial  banks  and  other  financial 
institutions, consumer groups, manufacturers, and the retail and distributive trades.  

5.10.  Evaluation of the strategy 

In accordance with Article 27 of the Financial Regulation9, the strategy will be evaluated in 
order to adjust it where necessary.  

The Commission will report on any adjustments within the next two years. 

•  The  main  areas  of  communication  will  be:  partnership  with  the  Member 
States, the twinning programme, partnership with business and civil society, 
networking  with 
information  relays  and  other  natural  partners, 
measurement and feedback, external information activities and publications 
and other information products. 

•  A regular assessment of the actions carried out and an in-depth evaluation of 

the strategy will allow adjustments if needed. 

6. 

CONCLUSIONS 

This  Communication  proposes  an  information  and  communication  strategy  on  the  euro  and 
EMU which is part of the European Commission’s overall policy. The strategy is based on a 
few simple principles: decentralisation and subsidiarity, message consistency and partnership 
with Member States. The Member States play a prominent role in identifying and executing 
actions,  while  the  Commission  stimulates  and  coordinates  the  various  actions  and  manages 
centralised activities. 

A large part of the budget will be earmarked for activities developed in partnership with the 
Member  States.  In  the  light  of  the  range  of  targets  to  be  reached  and  messages  to  be 
disseminated  and  the  different  timetables,  the  activities  must  cover  several  years,  and 
sufficient budgetary resources must be made available for the duration. 

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Council  Regulation  (EC,  Euratom)  No  1605/2002  of  25  June  2002  on  the  Financial  Regulation 
applicable to the general budget of the European Communities. 

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POLICY AREA(S) : 

ECONOMIC AND FINANCIAL AFFAIRS 

FINANCIAL STATEMENT 

ACTIVIT(Y/IES): 
INCLUDING THE EURO  

01  02  04  –  COMMUNICATION  ON  ECONOMIC  AND  MONETARY  UNION, 

TITLE OF ACTION: 
ECONOMIC AND MONETARY UNION 

IMPLEMENTATION OF A COMMUNICATION STRATEGY ON THE EURO AND 

1. 

BUDGET LINE(S)+HEADINGS 

01 02 04 PRINCE – Communication on Economic and Monetary Union, including the euro 

2. 

OVERALL FIGURES 

2.1. 

Total allocation for action: €6.000.000 for commitment in 2004. 

2.2. 

Period for application: 2004-2006. 

2.3. 

Overall multi annual estimate of expenditure: 

(a) Schedule of commitment appropriations/payment appropriations: 

Line 01 02 04 

2004 

2005 

2006 

TOTAL 

Commitments 

6.000.000 

5.000.000 

5.000.000 

16.000.000 

Payments 

3.000.000 

4.000.000 

5.000.000 

12.000.000 

(b) Technical and administrative assistance and support expenditure: 

Line 01 02 04 

2004 

2005 

2006 

TOTAL 

Commitments 

Payments 

N/A 

N/A 

N/A 

N/A 

N/A 

N/A 

N/A 

N/A 

(c) Overall financial impact of human resources and other administrative expenditure: 

Line 01 02 04 

2004 

2005 

2006 

TOTAL 

Commitments 

Payments 

N/A 

N/A 

N/A 

N/A 

N/A 

N/A 

N/A 

N/A 

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2.4. 

Compatibility with financial programming and financial perspective 

Proposal  is  compatible  with  existing  financial  programming.  Consistency  will  be  required 
with financial perspectives. 

2.5. 

Financial impact on revenue 

Proposal has no financial impact on revenue. 

3. 

BUDGET CHARACTERISTICS 

Type of expenditure 

New 

Contribution 
from EFTA 
countries 

Contributions 
from 
applicant 
countries 

Heading in 
financial 
perspective 

Non-comp 

Diff 

NO 

NO 

NO 

3 

4. 

LEGAL BASIS 

Measures taken by the Commission by virtue of its institutional prerogatives. 

5. 

DESCRIPTION AND GROUNDS 

5.1. 

Need for Community intervention 

5.1.1.  Objectives pursued 

The information and communication strategy for the EMU and the euro is part of the overall 
“Information  and  Communication  Strategy  for  the  European  Union”  (COM(2002)350  final) 
and its implementation (COM(2004)196 final) which have been adopted by the Commission.  

The objectives pursued are, on one hand to increase public knowledge within and outside the 
European Union on how EMU works; and on the other hand to achieve a smooth changeover 
where it is required. Communication on the EMU and the euro, issues that remain a priority 
for  the  European  Union,  will  be  based  on  both  a  strengthening  on  interinstitutional 
cooperation  and  the  development  of  structured  partnerships  with  the  Member  States,  while 
continuing to ensure overall consistency. 

The  communication  strategy  is  based  on  decentralised  activities  while  consistency  will  be 
ensured within partnerships’ agreement between the Commission and Member States. In this 
context, twinning agreements between old and new Member States will be concluded, so the 
old  Member  States  can  share  their  experience  and  best  practices  acquired  in  the  activities 
during the changeover to the euro in 1999 and 2002. 

In  order  to  achieve  this,  cooperation  and  well  defined  role  between  Member  States,  the 
Commission,  the  Council  and  the  European  Parliament  is  an  important  key  for  a  successful 
information and communication campaign. The Commission will report to the Member States 
and to the European Parliament on the ongoing evaluation of its communication activities. 

In order to be successful, the activities have to be adapted and targeted to a specific audience. 
Therefore,  regular  quantitative  and  qualitative  surveys  on  a  country-by-country  basis  are 

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absolutely essential to define the scope of the communication, the messages and values to be 
addressed, and to measure the impact of the campaign and the efficiency of the tools. 

Measures  have  also  to  be  implemented  in  a  new  context  shaped  by  the  implications  of  the 
entry into force of the new Financial Regulation and implementing rules and by the need to 
adjust the available resources to the implications of the enlargement. 

5.1.2.  Measures taken in connection with ex ante evaluation 

The  communication  from  the  Commission  “on  the  implementation  of  an  information  and 
communication  strategy  on  the  euro  and  the  EMU”  has  taken  into  account  most  of  the 
relevant  recommendations  expressed  in  the  evaluation10  report  made  by  Deloitte  &  Touche 
and Burson – Marsteller. The Commission had already implicitly learned many of the lessons 
of the previous Prince programme on the euro. 

First of all, the Commission will continue to act in areas and on a manner which has proven 
its  efficiency.  The  Commission  will  remain  to  play  an  acknowledged  direct  role  in  raising 
awareness  of  key  issues.  The  same  will  apply  to  its  partnerships  with  Member  States.  The 
practice  of  co-financing  through  joint  conventions  with  the  Member  States,  combined  with 
activities  managed  by  the  Commission  and  exchange  of  experience  via  regular  meetings  of 
national  Directors  of  communication,  was  an  innovative  and  broadly  successful  approach 
which will continue to be the motor of the communication activities.  

Secondly,  the  information  and  communication  strategy  for  the  euro  and  EMU  is  part  of  the 
overall “Information and Communication Strategy for the European Union” (COM(2002)350) 
and its implementation (COM(2004)196) adopted by the Commission. It will thus slot into the 
overall play of Member States’ communication policy, providing value added and a tangible 
European dimension to the democratic debate in each Member State. The optimal approach is 
for  all  the  stakeholders  to  play  their  respective  role  with  transparency,  clarity  of  objectives, 
appropriate resource levels and equitable sharing of their financial responsibilities. 

Finally,  in  order  to  ensure  a  clear  basis  for  the  subsequent  assessment  of  the  strategy  an 
exercise  will  take  place  before  the  end  of  2004  to  establish  a  framework  for  its  evaluation, 
with the emphasis on establishing SMART objectives  and  identifying appropriate indicators 
and data sources. 

5.1.3.  Measures taken following ex post evaluation 

Deloitte & Touche and Burson-Marsteller conducted an evaluation of the previous PRINCE 
programme on the euro. This evaluation deals with the Commission’s role in the information 
campaign which accompanied the introduction of the euro and how the Commission handled 
this unique communication challenge strategically and operationally.  

This  evaluation  is  mainly  centred  on  information  actions  directly  or  indirectly  implemented 
between 1996 and 2002 by the Commission, and financed through the PRINCE programme. 
During this period a number of texts and actions were also adopted and implemented by the 
Commission (referred to as “no-cost” actions in the evaluation), with the primary objective of 

10 

« Evaluation  of  the  information  programme  for  the  European  citizen  « the  euro-one  currency  for 
Europe”,  Deloitte  &  Touche  and  Burson-Marsteller,  Final  Report  ECFIN/R/4/2002/04,  August  2003. 
http://europa.eu.int/comm/economy_finance/about/evaluation/evaluation_princeeuro_en.htm 

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preparing  for  the  introduction  of  the  euro,  and  some  of  which  included  elements  aimed  at 
communicating with and informing target audiences. 

In this context, a limited number of these initiatives were covered in the evaluation. However, 
the evaluator was not specifically asked to address this type of initiative in a systematic way 
and,  as  a  consequence,  most  of  those  introduced  by  the  Commission  during  the  three-year 
transition  period  are  not  mentioned  in  the  report.  The  evaluation  of  the  Commissions’ 
contribution is rather qualitative than quantitative. 

The main findings of the evaluation are that, facing a unique challenge, the Commission did 
its job properly. A number of the Commission activities were well received. “On the strategic 
side, the Commission: 

•  Established the communication framework, 

•  Drew attention at an early stage to key issues for the campaign, and 

•  Organised exchange of information and dissemination of good practice. 

On the operational side, the Commission: 

•  Provided materials and technical support for the media and specialised audiences, 

•  Supplied basic information for the general public, 

•  Participated in implementation of national communication plans, and 

•  Sought to ensure consistency. 

It did this through: 

•  Partnership agreements on the co-financing of Member States campaigns, 

•  Direct action, 

•  Funding projects run by civil society organisation.” 

Finally, the evaluation proposed a series of recommendations (58), of which 20 are strategic 
and  38  are  on  general  management  issues.  Regarding  this  communication  “on  the 
implementation of an information and communication strategy on the euro and the EMU”, the 
recommendations can be classified into 5 groups: 

•  31  %  of  the  recommendation  have  to  be  discussed  with  the  Member  States  and 

eventually included in the future Partnership agreements;  

•  24 % of the recommendation are already in application; 

•  19 % of the recommendation depend on decision to be taken at the Commission 

level;  

•  17  %  of  the  recommendation  are  not  top  priority  and  will  be  executed  if  the 

necessary budget and resources are available;  

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•  9 % of the recommendation are not realistic.  

5.2. 

Actions envisaged and budget intervention arrangements 

The  actions  envisaged  concern:  general  information  activities  conducted  in  partnership  with 
Member  States,  including  a  twinning  programme  between  old  and  new  Member  States; 
partnership with business and civil society; networking, information relays and other natural 
partners;  measurement,  feedback;  external  information  activities;  and  publications  and  other 
information products. 

5.3.  Methods of implementation 

The objectives will be pursued through seven types of action: 

– 

Partnership with the Member States 

In  the  context  of  the  Commission’s  communications  of  2  July  2002  on  an  information  and 
communication strategy for the European Union (COM(2002)350 final) and of 20 April 2004 
on  implementing  the  information  and  communication  strategy  for  the  European  Union 
(COM(2004)196 final); and with reference to the provisions of the new Financial Regulation, 
the  implementation  of  information  and  communication  activities  vie  the  Member  States  is 
based on a partnership between the Commission and the Member States. 

Three types of partnership can be considered: 

1)  Management  partnership:  a  system  implemented  through  indirect  centralised 
management  which  devolves,  via  a  Commission  decision,  the  management  of 
information activities onto the Member States. 

2)  Ad  hoc  partnership:  consists  simply  in  the  cofinancing  of  specific  measures 
carried  out  by  the  Member  States,  which  are  the  final  beneficiaries  of  grants 
(awarded  on  the  basis  of  a  Commission  decision11)  and  not  intermediaries  in  the 
implementation of the strategy. This option allows a framework agreement (flanked 
by specific agreements) to be concluded for a four-year period. 

3) Strategic partnership: measures are financed separately but complementarily on 
the basis of a joint communication plan.  

– 

Twinning programme between old and new Member States, as being part 
of the Partnership with the Member States 

In the context of this twinning programme, old Member States will help new Member States 
on  the  design  and  implementation  of  their  information  and  communication  strategy,  by  the 
dissemination of their own useful experience and best practices. 

– 

Networking, information relays and other natural partners 

11 

Intended to validate the de jure or de facto monopoly of the grant beneficiary (Member State) according 
to the action envisaged 

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The information relays and networks from the Commission and from the Member States are 
close  to  civil  society,  and  therefore  particularly  useful  for  the  implementation  of  the 
information and communication campaign on the EMU and the euro.  

Besides  a  number  of  other  no-direct-cost  activities  (such  as  “Maintenance  of  Internet 
homepage  and  launch  of  a  new  section”),  we  plan  to  circulate  publications  stands  and 
exhibitions  in  public  events;  to  organise  a  conference  on  the  EMU  and  the  euro;  and  to 
organise  a  seminar  and  meetings  with  the  Directors  of  Communication  of  Ministries  of 
Finance and Central Banks of the Member States. 

Special  attention  will  be  given  to  relations  with  the  media  and  journalists  to  encourage 
balanced reporting of EMU/euro activities in the press and broadcast media in the EU and in 
third countries. Therefore, information seminars for economic journalists will be organised. 

As far as working relations with business and civil society and with the media are concerned, 
even if the Commission’s primary partnership should be formed at Member State level, there 
is room for complementarities and the Commission can contribute directly or indirectly to the 
activities of these sectors. 

–  Measurement, monitoring and feedback 

Regular surveys on a country-by-country basis are essential to define the scope, messages and 
values  of  the  communication,  and  to  assess  the  consequent  impact  of  the  campaign  and  its 
constituent activities. Several surveys, both qualitative and quantitative, will be carried out in 
order  to  assess  the  effectiveness  of  the  activities,  with  a  view  their  reorientation,  when 
necessary.  

The  information  generated  from  measurement,  monitoring  and  feedback  activities  will  also 
feed into the overall evaluation of the strategy that will take place in 2006. 

– 

External information activities 

The Commission has advanced plans to have a series of conferences and seminars particularly 
in the USA, Africa, Asia and Latin America targeted to institutional and opinion makers, as 
well as to media influencers, journalists and key media. The relations with the media will be 
intensified and a media monitoring programme will be organised in third countries. 

– 

Publications and other information products 

Besides  specialised  publications,  the  Commission  will  publish  a  newsletter  in  paper  and 
electronic form and increase the number of PR and information material. 

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6. 

FINANCIAL IMPACT 

6.1. 

Total financial impact for the operational part 

6.1.1.  Financial intervention 

Commitments 

01 02 04 

2004 

2005 

2006 

TOTAL 

PRINCE – Communication on Economic 
and Monetary Union, including the Euro 

6.000.000  5.000.000  5.000.000 

16.000.000 

6.1.2.  Technical and administrative assistance and support expenditure 

Commitments 

01 02 04 

2004 

2005 

2006 

TOTAL 

PRINCE – Communication on Economic 
and Monetary Union, including the Euro 

N/A 

N/A 

N/A 

N/A 

6.2. 

Calculation of costs by measure envisaged for 2004 

Commitments: 

Breakdown 

Type of outputs 

Number of 
outputs 

Average 
unit cost 

Total 
cost 2004 

01 02 04  

PRINCE  –  Communication  on 
Economic 
and  Monetary 
Union, including the Euro 

Partnership  with  Member 
States 

TOTAL 

(cid:190)  Twinning 

programme 
between  old  and  new 
Member States 

Networking, information relays 
and other natural partners 

TOTAL 

(cid:190) 

Information meetings 
and seminar(s) 

(cid:190)  Publications stands 

  6.000.000

3.000.000

5 

20.000 

100.000

Co-operation between 
old and new Member 
States by the 
dissemination of best 
practices  

Meetings and seminar(s) 
with DirCom of 
Ministries of Finance 
and Central Banks 

Publication and 
information stands at 

4 

5 

1.130.000

75.000 

300.000

6.000 

30.000

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(cid:190)  Training seminar for 
economic journalists 
from the new Member 
States 

(cid:190)  Working relations with 
business and civil 
society, and with the 
media 

(cid:190)  Conference on the EMU 

and the euro 

(cid:190)  Portable stand  

(cid:190)  Exhibition “Euro Coins 

Genesis” 

public events 

Regular training in 
Brussels or Maastricht in 
order to give 
comprehensive coverage 
of the European 
economy, EMU and the 
euro 

Conference on the big 
issues of the EU 
economic policy  

Update of the portable 
stands on the euro and 
enlargement 

Study to re launch the 
exhibition and define the 
strategy of its target use 
by country 

Measurement, feedback 

TOTAL 

(cid:190)  Flash survey in the new 

Member States 

(cid:190)  Flash survey in the euro 
zone 3rd anniversary 

(cid:190)  Study “The five past 

years of euro in the 
media” 

(cid:190)  Survey newsletter 

External information activities 

TOTAL 

“Trend” questions to 
follow-up the public 
opinion in the euro zone 

Evaluation of the media 
perception of the euro 
during the 5 years of 
communication on the 
euro (1999-2003) 

Survey to evaluate the 
interest and expectations 
of the public in the 
newsletter 

(cid:190) 

(cid:190) 

(cid:190) 

Information campaign 
USA 

Conferences, seminars, 
information products 

Information campaign 
Asia 

Conferences, seminars, 
information products 

Information campaign 
Africa 

Conferences, seminars, 
information products 

1 

50.000 

50.000

500.000

1 

175.000 

175.000

50.000 

50.000

1 

25.000 

25.000

600.000

150.000 

300.000

200.000 

200.000

50.000 

50.000

50.000 

50.000

2 

1 

1 

1 

890.000

300.000

250.000

40.000

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(cid:190)  Other third countries 

(cid:190)  Media monitoring (third 

countries) 

Media monitoring in 
major financial centres 
outside the EU (USA, 
Japan, Singapore and 
Hong-Kong) 

100.000

1 

200.000 

200.000

Publications 
and 
information products 

other 

TOTAL 

(cid:190)  External newsletter 

Newsletter of 
information on the 
EMU, the euro and 
economic and monetary 
policy 

380.000

160.000

(cid:190)  Brochure “Going for 

Growth” 

Translation into 9 more 
languages 

(cid:190)  Leaflet “EU/World” 

Update 

(cid:190)  Leaflet “Enlargement” 

Update 

1 

1 

1 

50.000 

50.000

10.000 

10.000

20.000 

20.000

(cid:190)  Passport and other 

didactic material for 
youth 

(cid:190)  Promotional material 

Pens, pins, stickers, 
plastic bags, T-shirts, 
balloons, key rings, VIP 
products, CD-ROM, 
video 

TOTAL COST 

7. 

IMPACT ON STAFF AND ADMINISTRATIVE EXPENDITURE 

7.1. 

Impact on human resources 

100.000

40.000

6.000.000

Staff to be assigned to 
management of the action using 
existing and/or additional 
resources 

Number of 
permanent 
posts 

Number of 
temporary posts

Total 

Description of tasks 
deriving from the action 

In the light of the Commission decision on the APS 2005 

N/A 

Types of post 

Officials 
or 
temporary staff 

Other 
resources 

human 

Total 

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The  human  resources  requirements  identified  for  the  options  described  in  point  5.  are 
estimated as follows: 

Activities 

Partnership with the Member States: preparation of 
agreements in the context of the partnerships with the 
Member States and technical assistance for their 
implementation (including twinning programme between 
old and new Member States) 

Human resources 
required 

1 AD 
2 AST 1 /AST 11 

Networking, information relays and other natural partners 
(including Partnership with business and civil society) 

1 AD 
2 AST 1/AST 11 

Measurement, feedback 

External information activities 

Publications and other information products 

1 AD 
0.5 AST 1/AST 11 

1 AD 
1 AST 1/AST 11 

1 AD 
1.5 AST 1/AST 11 

7.2. 

Overall financial impact of human resources 

No financial impact on human resources in 2004-2006.  

7.3. 

Other administrative expenditure deriving from the action 

The  needs  for  human  and  administrative  resources  shall  be  covered  within  the 

allocation granted to the managing DG in the framework of the annual allocation procedure. 

8. 

FOLLOW-UP AND EVALUATION 

8.1. 

Follow-up arrangements 

For the partnerships with the Member States, as well as for the other communication actions 
described in point 5., all the activities are regularly monitored by the operational units in the 
Directorate General Economic and Financial Affairs.  

8.2. 

Arrangements and schedule for evaluation 

In  accordance  with  provision  from  the  financial  regulation12  which  states  that  “all 
programmes or activities shall then be the subject of an interim and/or ex post evaluation in 
terms  of  the  human  and  financial  resources  allocated  and  the  results  obtained  in  order  to 
verify that they were consistent with the objectives set”, due evaluation of the information and 
communication strategy will be undertaken. This will be an external evaluation (after an open 
procedure call for tender) and will take place in the course of 2006, with full findings being 
available at the latest in the first quarter of 2007.  

12 

Article 27 of the Financial Regulation and Article 21 of the Implementing Rules. 

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9. 

ANTI-FRAUD MEASURES 

The  provisions  of  the  financial  rules  relating  to  implementation  of  the  budget,  with  special 
reference to monitoring measures, will be put into effect.  

As  far  as  grants  are  concerned,  the  agreements  concluded  between  the  Commission  and 
beneficiaries  allow  for  on-the-spot  checks  by  the  Commission  or  the  Court  of  Auditors  and 
OLAF at the premises of the direct beneficiary of the Community grant and the eventuality of 
requiring documentary evidence for any expenditure made under such agreements for a period 
of five years following payment of the balance of the grant. 

Grant beneficiaries are furthermore required to submit reports and financial statements, which 
are analysed from the point of view of content and eligibility of expenditure (which include a 
full  summary  statement  of  all  expenses  and  income  accounted  for  in  the  books  of  the 
beneficiary), bearing in mind the purpose of the Community funding. 

It  should  be  stressed  that  the  checks  carried  out  before  payments  are  made  will  cover  any 
objective evidence that the grant beneficiary can supply, such as the certification of financial 
documents. 

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