Seminars and Conferences
Milan, Italy: 17-18 November 2011
Communication – a cornerstone of rural development!
The Conference on ‘Communicating Rural Development to Citizens’ held on 17-18th November 2011 in Milan highlighted the importance of communication with respect to rural development with a particular focus on addressing a wider audience such as ordinary citizens, young people, etc.
The conference “Communicating Rural Development to Citizens” was held on 17-18th November 2011 in Milan. Jointly hosted by the ENRD, the Italian NRN and the Lombardy region, the event was designed to identify and share best practices in rural development communications across the EU.
The main aims of the conference were to:
- create a network of communications from the National Rural Networks in order to share best practice;
- to allow NRNs to showcase how the EU is supporting rural development policies across the different Member States;
- to look at how NRNs and Managing Authorities currently build relationships with the media and go about their communication practices in an efficient way.
The event "Rural development communicated to the public" attended by some 230 people, was an opportunity to take stock of the latest tools, methodologies and practices when communicating to the citizen about the EAFRD and to make suggestions for the future, in particular at this important time for shaping the reform of the Common Agricultural Policy post-2013.
Sharing best practice communications
The Milan event was part of a wider thematic initiative on communication, jointly started by the ENRD together with a range of National Rural Networks from across the EU. The initiative was officially launched at the 12th NRN meeting in Brussels in June 2011. The overarching objective is to share and learn from communications examples and practices that are used to inform, engage and network with not only rural development stakeholders but the wider public in general.
On the first day the conference focused on the presentation of local and regional communication experiences in Italy, with regions giving examples of using social media and audiovisual content, while on the second day, case studies of communication and dissemination activities were presented by several EU Member States. For full details of programme, please see ‘documentation’.
An onsite exhibition was installed outside the conference premises with a 360° large screen displaying several communication examples from across Europe divided by theme and target audience.
Thursday, November 17th, 2011
Regions’ speeches on the following topics:
- Marche Region: Innovation instruments and social media [PDF ]
- Lombardy Region: Farmers: the lading actors of the communication process with citizens [PDF ]
- Lazio Region: Printed material and audio-visual contents
- Emilia Romagna Region:
- Campania Region:
- Integrated communication in the RDP Communication Plan [PDF ]
- Integrated communication in the RDP Communication Plan - video
- Calabria Region: Case History PSR [PPS ]
- Sicily Region: Young people and the social networks
- Veneto Region: Dissemination activities [PDF ]
- Piedmont Region: Promotion of the territory - Basilicata Coast to Coast
- Sardinia Region: Web communication activities [PDF ]
Roundtable with non-institutional partnership representatives
- Europedirect Trentino/Carrefour Emilia Romagna : Europa in campo
- Confagricoltura : Presentazione progetto LA PAC: una politica che riguarda tutti noi[PDF ]
- Coldiretti : La difesa del vero made in italy
- Cia : Festa nazionale dell'agricoltura
- Rete fattorie sociali : Festival degli alberi [PDF ]
- WWF : Agricoltura e difesa della biodiversita [PDF ]
- National Council of Doctors of Agronomy and Doctors of Forestry (CONAF): contribution [PDF ]
For a full list of the speakers’ presentations from the regions, please click here.
Friday, November 18th, 2011
Communicating rural development: ENRD tools and approach – Angelo Strano - ENRD Contact Point
Presentation of case studies of communication and dissemination activities to citizens in EU Member States:
- Denmark: Roadshow in Schools[PDF ]
- Italy: Bringing agriculture and society closer [PDF ]
- The Italian NRN speaking to the NEW GENERATION[PDF ]
- Finland: Amaze Me Leader [PDF ]
- Belgium-Wallonia: Young AND farmer [PPT ]
- Netherlands: Using social media to engage citizens in the CAP debate
- Hungary: Two Ways to Promote Rural Tourism[PPT ]
- Malta: Promoting RD through TV Programmes[PDF ]
- National Rural Network: Agricolture benefits everyone
- Lombardy Region: Closing remarks [PDF ]
Video - summary of the event
Video - recording of day one
Video - recording of day two
ENRD publication – Communicating EU rural development policy
The case studies presented covered a large array of communication tools, channels and target audiences. In particular, the Danish Network shared their experience of hosting a roadshow to encourage young people to discover EAFRD funding. The Italian NRN had its own set of youth initiatives, including the following initiatives ‘Rural4Kids’ and ‘Rural4teens’. These highlight the importance of increasing awareness amongst young people in protecting their heritage and environment. Contributions included inputs from the NRNs including the Walloon Network’ s work on the Young Farmers’ video project; and input from the Finnish NRN on the ‘Amaze Me Leader’ event which involved young people discovering Leader.
The use of social media was a key background topic to this event, including the issue as to whether news from these sources should be deemed ‘official’. The Dutch NRN shed further light on the use of social media to elicit a mutual form of ‘two-way communication’ and highlighted that in the Netherlands there is an official website where the public is actively engaged in debates regarding the future of the CAP.
The event provided a first and decisive step towards the establishment of a EU-wide network of rural development communication professionals, with a view to continue to promote debate, learn from each other and explore new tools and methodologies to address the ever-evolving needs of the target audiences.