Presentation Rosemary Martin Sousa XII Regional EACD Lisbon Debate 2013

Rosemary Martin de Sousa, Head of Communication EACD Regional Debate, 24 October 2013

EMCDDA communication strategy

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EMCDDA: the EU drugs agency — Who we are

• A decentralised EU agency

• Formally established in 1993

• Based in Lisbon, Portugal (operating since 1995)

• The hub of drug-related information in the EU (Reitox network)

• Our mission: to provide factual, objective, reliable and

comparable information on drug use and its consequences

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Our communication strategy

• Communication is a core EMCDDA activity • Supports our role as public information agency

Rapidly-changing communication landscape Audiences with new information-seeking behaviours Need to deliver an ever-expanding set of communication channels and tools

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Communication goals

Our communication strategy is designed to help the agency: • provide independent information to the EU and its Member

States so that they can make informed decisions • enhance the reputation of the EMCDDA as authoritative

source on drugs • provide a platform for the exchange of expertise and

knowledge • raise awareness on the European drugs problem

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Integrated communication

Communication not an isolated function at project-end but an integral part of the agency’s daily scientific and technical activity

• Responsibility of all staff • Better use of multidisciplinary expertise • Early collaboration on content and format • Increased dialogue with stakeholders and target groups

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Relevance I Quality I Efficiency I Transparency I Consistency

Core values

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Who we are talking to

To deliver a high-quality information service on drugs, we must develop user-focused products tailored to the needs of stakeholders and target groups

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Channels and tools

• Website • Publications • Scientific publishing • Media relations • Social media • Audiovisual • Events

Communication channels and tools used to engage with our key stakeholders and target groups

• Multipliers/networks • Information and visit requests • Marketing and promotions

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Multilingual approach

• Speak to EU citizens in their own language • Streamline multilingual content: needs-based translation • Focus on quality and consistency: glossary • Use focal points as national communicators

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Focus on online and interactive content

• Establish emcdda.europa.eu as central information hub • Prioritise content development for the website • Improve content management and quality control • Develop interactive features and data visualisations • Channel more resources towards web development

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Interactive products

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Integrated product

• European Drug Report 2013 • Reshaped information package • More timely, interactive and interlinked

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Thank you

[email protected]

emcdda.europa.eu