Managing PR in a dynamic environment: Secretariat of the Latvian Presidency of the Council of the European Union

The site visit to the Secretariat of the Latvian Presidency of the Council of the European Union provided important insights into managing public relations, as well as internal and external communications, in a dynamic environment. Managing communication and public relations is a critical function, since this is Latvia's most important historical event since independence.

Since Latvia joined the EU in 2004, it became eligible to be a part of the EU decision making process; it most important role will be taking on the presiding state function in 2015, as part of the joint Trio presidency. Accordingly, it is essential for Latvia to communicate and demonstrate its willingness, readiness, and ability to govern at the EU highest level. The role of the Secretariat involves coordinating the formulation of the Latvian part in the joint Trio Presidency 18-month program and the Presidency’s six-month work program.

One important example is how the Secretariat approaches explaining the functions to both Latvian citizens and the media. Staff, websites, social media and communications with the media deliver a consistent message about Latvia's role and impact when it becomes President of the Council of the European Union. Every 6 months, on a rotating schedule, a European Union (EU) member state becomes the presiding state and is leading the work of the EU Council. The presidency is an opportunity for every member state, regardless of its size or length of membership, to influence the EU agenda and guide EU endeavors. The Presidency organizes and provides leadership to the EU Council, Permanent Representatives Committee, and working group meetings. There can be up to 2000 meetings during the 6 month period. The objective of the Presidency is to be a neutral mediator. Additionally, the Presidency's tasks are to act as a coordinator within the EU Council, work with other member states, and the EU Council General Secretary, as well as with the European Commission, European Parliament and the President of the European Council. The Presidency represents the EU Council in relation with the European Commission, and acts as the EU Council's representative outside the EU.

The Latvian Presidency of the Council of the European Union will occur during the first 6 months of 2015. Although most of the agenda's specific items within the working program result from current events, long term planning, international organizations, and previous agreements within EU membership, Latvia's can influence at least 5% of the presidential priorities. The agenda includes involvement, growth and sustainablity. The presidential priorities for this term includes: 1) Growth and competitiveness; 2) Digital agenda; 3) Global focus.

Another example is coordinating meetings, social media communications, and media communications during the Presidency, as 200 meetings will take place in Riga (held in the National Library), and another 1500 meetings organized to be held in Brussels or Luxembourg. Furthermore, the Digital Assembly Agenda will be held in Riga in 2015.

According to the Director of the Secretariat, Ms Linda Jakobsone, the Secretariat also carries out numerous other tasks:
coordinates the work of public institutions in the matters of the preparation and management of the Presidency, by cooperating with public officials delegated by the public institutions;
in running the Presidency, cooperates with public institutions, social partners, non-governmental organisations, physical and legal entities;
coordinates devising decision making procedures for the preparation and execution phases of the Presidency;
in association with ministries, the State Chancellery and the School of Public Administration, coordinates the planning, recruitment and training of the Presidency staff;
in association with the ministries and the State Chancellery, evaluates the plan of measures, activities and financial means for running the Presidency; sums up and prepares the total cost estimate, as well as producing a report on the process and expenditure of implementing the measures and activities;
applies the required procedures and carries out procurements to enable the organisational activities of the Presidency;
coordinates cooperation with international and non-governmental organisation, social partners and businesses to attract co-financing for events or services;
coordinates the events in Latvia, also dealing with matters related to receiving delegations, security and transportation, and provides support when the Presidency events are organised abroad;
coordinates the setting up of a national scale information system required for the Presidency operations and a uniform computer network for the work with the European Union documents;
ensures premises and equipment for the needs of the Secretariat;
makes an estimate of the funding required for the Secretariat’s operations and the implementation of the planned events, as well as being answerable for the use of the Secretariat’s funds;
on behalf of the state, enters into deals under private law in order to ensure the Secretariat’s operations;
carries out other tasks, as laid down in laws and regulations.

My take-aways from this seminar include:
1) establishing and evolving a consistent message, one that extends beyond branding and imagery;
2) using agenda-setting as a tool to influence execution;
3) developing and applying contingency and crisis plans;
4) leveraging and influencing perceptions using social media engagement;
5) using responsiveness and anticipation as a way to manage and, in part, shape the external environment.