An important component of the public relations strategy of the EMB is direct communication with the public and with EMB stakeholders. In the interest of public confidence and transparency, all EMB stakeholders and all participants in the process should have access to the same level of information. Public relations activities may concentrate on both dispensing information for which there is the greatest demand and interest, as well as ensuring that there is open availability of the more detailed information which the special interest groups, such as observer groups and NGOs, may want. All information which is available should, however, be on hand for anyone who wants it or who asks. An active public relations campaign is a good means to help the EMB in its important role of keeping the stakeholders and the general public aware of its activities.
Through open communication and dialogue, the EMB can foster awareness of its activities in its stakeholders and build their loyalty. This could be done by regular stakeholder consultations and information sharing of its publications, such as
- annual reports,
- election reports,
- financial reports, and
- newsletters, and
- by regularly organising information meetings or seminars where stakeholders are invited.
An EMB could also foster public access to key publications and documents, such as
- performance reports and audited financial statements,
- business or strategic plans,
- laws and codes, either free of charge or on cost-recovery basis.
EMBs increasingly use the Internet to ensure wide availability of these documents.
All these activities will play an important role in informing people of the EMB’s activity, but it is also a means for the EMB to minimize the effect of potential complaints. Complainants may sometimes approach the media or public bodies for assistance, and when the complaint is reported in the media or referred by outside the EMB, the situation will be more complex to solve and EMB reputation may be at risk.
To ensure consistency in the messages conveyed, there should be a spokesperson responsible for answering queries from the public or mass media. This person must be in the full picture regarding the EMB‘s activities and familiar with the EMB’s policies, rules, and regulations. A public relations training course could be a helpful tool for such a spokesperson.
