A greater understanding within Europe of the need to embrace rapidly ICT as a key element of Europe's economy & society, and a change in actions along the lines required by our policies.
In order to support the delivery of the Digital Agenda for Europe, we carry out a communication strategy, agreed by the senior management end of 2010, and which seeks to inform people of our actions; increase understanding for our policies; and promote engagement & interaction with & aiming our stakeholders.
DG CONNECT has moved away from the Commission's traditional communication (one-off, single-issue campaigns, led by external content production) to a 100% Digital (web, social media…), and largely in-house, integrated and campaigning style of communication, accompanied by increasing levels of online engagement (cf. #ConnectedContinent ). The Commissioner's top-level commitment to this approach has allowed us to achieve policy aims in areas where we lack the traditional tools of legislation or significant financial resources (grand coalition , web entrepreneurs , women in ICT …).In parallel, CONNECT has developed the DAE brand as a way of strengthening our engagement with key stakeholders – moving to a deeper "community management" approach, based on the collaborative features of our web site based on editorial improvements, with a changed approach to publishing, with quality and organization rather than quantity as the drivers.