Eurobloggers are not the Brussels press corp

This entry is prompted by a recent post by Julien on his mistrust of Brussels PA/PR agencies and their attempts to connect with him; and an even more recent conversation I had with a consultant who asked how to best “harness” Eurobloggers (p.s. I told him to not hold his breath.) Yes, Brussels communicators are trying to engage with Eurobloggers to push their stories. Will it work? No. Eurobloggers aren’t journalists. They blog because they’re into politics. If pitching journalists is hard, pitching bloggers is much harder because they usually only have a personal, not a professional stake.

Lost opportunity? No, blogging is important, but for Brussels communicators, it shouldn’t be about the Eurobloggers, at least when it comes to a blogger relations strategy. It should be about getting clients to dip their toes into blogging etc. themselves and then trying to tentatively build relationships with people who write about their issue, not those most likely to be read by MEPs. As a consultant or communications adviser, your role should be guidance, not doing the blogging yourself.

Here’s an extract of the comment I wrote in reply to Julien’s post in which I describe in brief how best practice blogger relations should be carried out (and in turn how it should mean Brussels agencies won’t be pestering him for much longer!)

I work on social media strategies for clients… I can honestly say that my approach to blogging, Twitter et al (and ZN’s too) centres on how I can best help clients use the tools themselves… Why? Frankly, it works better… you’re far better off helping clients build constructive relationships themselves, and generally not with eurobloggers but preferably with issue or sector experts…(.)

Although some agencies no doubt make the mistake of simply transferring media relations to the web and seeking out people most likely to be read by legislators, I suspect this practice will fizzle out. Why? Because an article in the FT is undoubtedly worth more in “PR dollars” than a far better article in a relevant trade publication, whereas online, impact can be determined more by quality than by reach because of search, hyperlinking and aggregation.

To spell it out, here’s two (very simplified!) scenarios I could propose to clients (no prizes for which one I think is most likely to work.)

1) We’ll write a post on our blog saying you’re great. We’ve hooked up with Julien Frisch and the other 30 popular eurobloggers – maybe one of them will pick up your story (but don’t hold your breath, none of them have ever written about your issue.)

2) Your 3 experts could blog or tweet (assuming they want to.) We’ll help them out with the dos and don’ts, but they have to do the writing and it has to be honest. We’ll do some research to identify other people (academics, scientists, companies, pressure groups, students etc.) writing good content on your issue (whether for or against) and run them by your experts. In due time, we can add them to our blogroll, your experts could link to them in posts or comment on their blogs, and maybe we can build relationships with them if they’re interested, and hyperlink to their content or maybe even get them to be guest bloggers.

The difference is obviously that it’s the organisation’s experts and not the agency that is telling the story, and you’re promoting good quality content and interaction rather than throwing a story at someone who happens to have MEPs amongst his/her readers and hoping that it will stick… (.)

EP elections: parties get your acts together!

I’m not an expert on the minutiae of European politics – for more in-depth analysis of the elections I’d recommend proper Euroblogs like Julien Frisch, The European Citizen, Nosemonkey and Grahnlaw – but there’s one “layman’s” observation I would make.

Low turnouts and the success of a number of unsavoury fringe parties (as well as the failure of the centre-left to make up ground on the centre-right despite the financial crisis “gift”) is likely going to be blamed in some smug quarters on a cynical media and stupid and/or gullible voters. Or if not that, on the fact that voters have become too individualistic to care about serious politics and wider community matters.

But what about the failure of many mainstream parties – especially those on the centre-left – to offer voters a real sense that they offer a helping hand in trying times? I think that’s far more critical. Sure, the media may be a tad cynical, but have entire electorates suddenly gone dim-witted? Hardly. Have we all turned into materialistic egomaniacs? Maybe, but I doubt charity donations would be at an all time high if that were so. Perhaps it’s fair to say that it’s not an easy time to be a political party. People don’t vote along party lines like they used to (largely because social class does not matter much anymore in political terms) while there aren’t that many issues on which parties can really stand out seeing as they all pretty much straddle the middle ground.

Nonetheless, it’s certainly the case that plenty of Europeans feel utterly estranged from political parties . What should they do about it? For a start, try to be more representative and not appear so detached; be less dismissive and most of all to be more communicative. It means surveying constituents and acting on results. And as an advocate for all things online, I’d say more than anything it means members of parties communicating online directly with their constituents and making it an absolute priority to engage in daily dialogue even if it takes up a sizable chunk of working hours.

And if that fails? More proportional representation and direct democracy perhaps, but that opens up a whole new kettle of fish.

MEP trends survey: some more thoughts

I wrote about the EP Digital Trends survey the other day - a godsend to people like me who often face the inevitable comment “yeah, but MEPs don’t use the web” – as it highlights that they in fact do indeed use it,  primarily for search, but even to (shock horror) read blogs. James, whose team published the survey, has written a post describing what the results actually mean to PA practitioners, essentially detailing how they must make sure that they combine their advoacy and media relations with a sound online search and content strategy.

I wholeheartedly agree. I’d also add that beyond ensuring that their content is found, there’s a lot they can do to ensure that the content might actually influence an MEP’s view of an issue. MEPs are accountable to their constituents, so even if your content is top-tier and convincing, you still need to prove to them that voters are on your side (or at least a good portion of them.) To do so I think you need to match content and search strategies with a broader engagement strategy. Here’s a few first thoughts (not all applicable to all issues and organisations, but it’s a start):

• Adopt a portal approach: don’t just showcase your own content but bring in good-quality third-party material that backs up your case and gives you credibility by association. If you really trust your sources, you can automate the process via aggregation.
• Similar sort of thing: make stakeholders your “ambassadors” by showcasing them on your site directly, ideally using video. Bite-sized interviews and preferably basic production standards, and you’ve got something a lot more powerful than a written “key message.”
• Appeal to potential supporters (assuming you have some) by adopting a really personalised approach. Don’t just have good, sober content but also one or more personal blogs or vlogs which show the real you. This then becomes a mechanism for stakeholder dialogue, where people can comment and you can personally engage with them.
• Use multiple channels if you have the resources and feel your audiences are scattered - social networks, Twitter etc. - but stay on message and lead people back to your main site. The latter point is key: always ensure that everything you do is showcased in your main “hub” i.e. via one URL.
• Make your online platform a “community” rather than a mere site (you’re already half-way there if you’ve taken some of the steps above.) Not meaning that you recreate Facebook on your €20,000 site; but rather that you make it a place where plenty of people, within your organisation or not, are featured and engage in some way. These people will then be more likely to mobilise on your behalf and help spread your message; a sort of Obama effect in miniature.

And here’s the bonus. If done well, you haven’t just put mechanisms in motion that will help convince MEPs directly if they find your content online. You’ve also got yourself a fully fledged eCampaign that could spread online (again, scope really depends on the issue and organisation in question!) and influence the wider debate. And eventually your MEPs might not just hear about you via you own channels; they might even hear indirectly via their constituents or traditional media that’s picked up the story. It’s come full circle, and that should really be your end-goal.

MEPs online: survey

Fleishman-Hillard published the results of their EP Digital Trends Survey earlier this week, exploring European Parliamentarians’ use of the web from two perspectives: first, their own actual outgoing communications; and second, their use of the web as a research and learning tool.

The figure which most stood out for me is that 93% of MEPs use search engines every day. That many of these then go on to claim they do not read blogs doesn’t really matter. I doubt many would discard a good blog that appears top of the search rankings (maybe they wouldn’t even identify it as a blog..?) Further proof (as if any were needed) that organisations should make good quality online content (and a search strategy) core elements of their communications.

Some observations on other findings in the report:

• “62% of MEPs have either never heard of Twitter or have no plans to use it” – Wonder if any respondents both said they’d never heard of it AND thus wouldn’t dream of using it. Hope not.
• “80% of MEPs believe websites to be either very effective or effective in communicating to voters, making websites as effective as one-on-one meetings” – So 1 in 5 still don’t think websites work? Not surprising, but I had hoped this might have been more like 1 in 20. I’ll always remember the MEP who last year told me that he “didn’t believe in the Internet” but I thought the Obama effect would have changed that sort of attitude to a greater extent.
• “51% of MEPs believe blogging or micro-blogging to be very effective or effective in communicating to voters” – Considering how alien blogging still is to many, this is a good figure. Hope it’ll be more like 90% come 2014. Communicating in you own voice directly to your constituents, for free, whenever you want and wherever you have an Internet connection? What’s not to love?

Why the Brussels PA bubble isn’t embracing the web

Smug online consultants in Brussels (and elsewhere no doubt) are constantly saying that traditional communicators are not embracing the web because they just “don’t get it.” What a load of tosh. However, web uptake has been slow, but it’s not because thousands of smart people have suddenly gone dim. Sure, plenty think that the web isn’t important because “MEPs don’t use it” or “surely only lonely teens use Facebook” etc. However, they’re not in the majority.

Instead, I’d split the majority of web naysayers into three groups:

1. The people who generally don’t value campaigning. Those who think all decision-making takes place in cramped offices with key stakeholders while everybody else is happily getting on with their lives with little knowledge or interest in complex matters of politics. These people “don’t get it” more broadly: they think comms plays second fiddle; they split PA professionals and communicators into two different camps and consider the former far more important (and clever no doubt.) Are these people dumb? Generally not. Their model has worked for decades and I’m sure backroom dealing is still the most important tactic out there, especially for issues that haven’t made it into a pressure group’s in-tray.

2. An extension of the first point – let’s be honest, there are people who don’t really need the web. The experts whose job it is to really explain the nitty-gritty of policy to legislators. They still make up the majority of communicators in Brussels and they’re pretty essential.

3. Those who appreciate the value of the web in communications terms but can’t see the ROI (i.e. primarily the agencies). The thinking here is: “I can charge 100K for an event but Twitter is free. It’s a no brainer.” They’ve got a point, and until they’ve got clients that will happily pay for events and see more value in a trade-press article than a blogger relations campaign, they’ll stick to it. And rightly so. They’ve got a business to run, after all.  Two points I’d make though. First, mastering the web is difficult: selling really competent web strategy, putting together the pieces, mapping online conversations and how to react to and shape them (and so on) doesn’ t come cheap. And as for billable hours, sure, setting up a Twitter account is quick and easy, but following conversations, engaging in them, producing content for multiple platforms, engaging with bloggers etc. takes a lot of time! Second, you’ve got the risk of the client one day saying: my competitor is doing really good work online, why aren’t we? What do we do? You want to be proactive now rather than reactive later.

What’s my vision? The scenario is really not a showdown of traditional vs. modern models. They key lies in integration of all tactics in the most suitable manner considering an organisation’s communications objectives. However, I do think any approach should embrace the web, whether its simply the place where information is centralised and made easily obtainable for all stakeholders; or the focal point of an engagement approach in which an organisation seeks to listen and engage in wider debates that can ultimately dictate the pace and nature of regulation (or ideally both…)

The said model has worked for decades and I’m sure backroom dealing is still by far the most important tactic out there, especially for issues that haven’t made it into a pressure group’s in-tray.

Advice to an MEP blogger

I’m currently working with an MEP who is looking to launch a blog within the next few months. Here’s a summary of a few of my recommendations.

Define an editorial approach

You may have 20+ years’ experience. You may have your very distinct writing style and feel you have Shakespearean abilities. Perhaps, but you still need to define an editorial approach, write it down and stick to it. This includes type of language you’ll use (colloquial or formal), how often you’ll post (at least once a week), how you’ll address readers, length of posts, and if and how you’ll interact with other bloggers. What’s the point? It’ll help maintain consistency, which you need to keep readers coming back: they’ll grow accustomed to your style and get to know the “real you” more than if you were to serve up a hotchpotch of posts.

Decide on your themes and stick to them

Similar argument here. You don’t want to risk the blog going all over the place, so stick to 4-7 core themes which you know about, you know your readers will be interested in, you can write about well, and then stick to them. In this way you’ll establish yourself as an expert and a resource on certain policy areas, rather than the MEP who writes about scores of topics but does not really believe in any wholeheartedly. By all means, if something out of the ordinary is taking place that doesn’t fit within the themes – the upcoming EP elections, a natural disaster, crisis, etc. – which people would expect you to write about and where you feel you can contribute to the debate, feel free, but then get back to your core themes asap.

Develop an editorial plan

To help stick to your approach and themes, develop an editorial plan which is at all times updated for the upcoming three months. You don’t need to stick to this religiously, but it will help to ensure that you maintain focus and consistency.

Don’t campaign!

Granted, a politician blogging is by nature campaigning you could say, but what I mean here is: don’t make it all about you and your party and how you’re far better suited to govern than the opposition. Blogging is about building relationships with readers over time, so it’s much better to establish yourself as a good writer who provides insights and expertise in his/her chosen subject-matter. If you’re seen to just be campaigning, you’ll only be preaching to the converted rather than utilising your blog to engage in issues and trying to shift the debate towards your views in the long-run. Political blogging tends to be a bit more partisan and cut-throat than average, you might say, but so what, this highlights my point all the more: stand out from the crowd by talking about the issues in depth as you see them, not how your view is inherently superior to the opposition’s. Just two “disclaimers” on this point though: 1) this works if the politician in question is moderate. If he/she could be described as straying fairly far from the centre, like say a Dan Hannan, there’s probably more political capital to be won by being highly opinionated rather than engaging; and 2) with the EP elections coming up it’s fair for MEPs to campaign just a tad bit!

Don’t stray from blogging too soon

If you like blogging and get into it, hang on a moment before you jump on the Twitter bandwagon, set up a Facebook group, a YouTube channel and so on. It’s tempting to spread your tentacles far and thin, like Swedish MEP Åsa Westlund has done, but I think it’s important to get the blog just right first before starting to worry about when next to tweet or post a video. By all means, all tools can play a part, but none more so than a high-quality blog.

The Hannan viral phenomenon: not that big a deal

As everyone in Brussels and the UK by now certainly must be aware, a YouTube video of  Dan Hannan MEP slating/skewing/roasting/panning Gordon Brown, who was present at the time and simply had to sit, listen and endure, has become an internet phenomenon, with over two million views to date.

A little late to be writing about this perhaps, seeing as the event in question took place a couple of weeks ago. However, I’ve just read yet another post or article by a political commentator claiming that the success of the video must imply that common folk, greatly perturbed by the current state of affairs in the UK, have watched the video in droves because it sums up their anger and frustration with the current administration, and that the mainstream media has not reported on it because they are out of touch with what people are feeling at this time.

I disagree somewhat. I’m sure lots of people think Hannan is right. And I’m sure lots of people are angry. That does not explain 2 million hits though! What does? In my view, mainly people’s thirst for sensationalism and the nature of viral. An extremely articulate young man laying into the PM for three minutes as he just sits there makes truly awesome and unique viewing. The manner in which it was delivered had something Hollywood’esque about it: it seemed almost too scripted to be true. And that’s why most people wanted to share the link, I’m sure: it’s a sensational story which does what a good tabloid does i.e. it entertains, surprises and opines.

Maybe I’m wrong, but do you think most people’s thinking when they sent the link to friends was (something along the lines of): “gosh I’m fuming, Brown and his cronies have really sent us down s*** creak without a paddle, I’m sure Rob and Jane will agree wholeheartedly so I’m sending this link to them.” I think it’s more likely their thinking was: “look at Gordon squirm as the posh young whippersnapper lays into him! Ha that’s great viewing! I’m going to send it to Rob and Jane, I’m sure they’ll think it’s fun.”

As for serious media not reporting on it: well why should they? To them, the story is “politician lays into Brown” which happens hundreds of times every day. So what? To do their job properly they should report on the content of a number of Hannan’s fine speeches, as well as the scores of other bright young politicians expressing a view on either side of the political divide. Simply feeding the public’s hunger for sensationalism by reporting on Hannan’s speech and little else should be left to the Daily Mails of this world. And although I’m sure Hannan’s pleased with the exposure this has given him, I’m sure he is also concerned that he might become “typecast” as the politician who slated Brown, while the numerous very well articulated views on other matters expressed in his blog and elsewhere take second fiddle.

As for the nature of viral, I think it’s important to take a step back and acknowledge what makes things go viral i.e. what makes people decide to forward links to people they know. Frankly, not much. It’s not as if it’s an arduous process: see something interesting or fun, hey presto, and you’ve sent it to a hundred friends. It does not mean that you wholeheartedly endorse it or think it’s earth-shatteringly interesting. Hence the 10 million plus views of dancing hamsters and the like and why 2 million hits doesn’t mean you’ve got 2 million people who think Hannan should be made PM while Brown should be lynched.

By no means am I denying that 2 million hits shows Hannan has hit a raw nerve; that some people have watched the speech and agreed wholeheartedly with it. However, at the same time I think it’s important to not over-emphasise the two million hits or what it siginifies in the broader political debate. Instead why not praise Hannan for writing thought-provoking posts showcasing real expertise, strong views and a fair share of brilliance every day in his blog (although I agree with about 0.1% of what he says?) That’s what shifts opinions and mobilises people in the long-run, not a one-off viral sensation.

Comparing the EU blogging platforms

EUobserver have taken a leaf out of Euractiv’s book and launched a blogging platform. It looks nice, but I’m not sure they’re going about it the right way. As I’ve written before, Blogactiv is a great resource, but I believe it could be even better if it was an aggregator that took in posts from blogs set up elsewhere rather than forcing bloggers to set up shop on the Blogactiv platform, as this no doubt alienates some bloggers (established ones in particular). EUobserver have actually gone one step further by having a by invitation only policy i.e. not even allowing people to set up a blog (unless it’s really well hidden – in which case, sorry EUobserver). This approach, plus the fact that they’re not doing anything differently from Blogactiv, I think will mean that their effort won’t take off.

Not convinced? Blogginportal.eu is an aggregator that pulls in material from blogs that in some way cover EU related affairs. It was set up in people’s spare time, it’s still in beta, and doesn’t get any traffic via established news portals like EUobserver and Euractiv. Nonetheless, it’s been linked to 300+ times although it was launched less than a month ago (see left). EUoberserver has no link:tos yet (guess I may be first with this post – and credit, they’ve just started) and Blogactiv have managed just 1,570 in over a year.

Sure, links referring to a site isn’t a scientific measure of a site’s success, plus the bloggers whose own content is fed to blogginportal.eu (me included) will probably provide the bulk of links in the google search.

Nonetheless, I strongly believe that the aggregator approach will win hands down in the long run.

Interview: online communications in Brussels

One of my very favourite clients, Helen Dunnett, was interviewed last week by Euractiv. She spoke as eloquently as ever about the state and potential of online communications in the Brussels bubble. Read it here.

Improving Blogactiv, the EU blog platform

Blogactiv is a blogging platform set up by EurActiv, Brussels’ foremost online news provider. On its homepage, Blogactiv states that: “complementing EurActiv’s independent and neutral coverage of EU Affairs, Blogactiv will become the premier source of content on the future of Europe”. I genuinely hope so. The lovely chaps behind Blogactiv deserve it, but more pertinently, having one platform that showcases the best that the European blogosphere has to offer is a very enticing proposition indeed. Done well, it will help readers search through the clutter, improve bloggers’ outreach, and facilitate dialogue across multiple blogs. However, there are a couple of things that I think they should develop.

1. They should focus on being an aggregator – i.e. allow people to write their blog on any platform, and at the flick of a switch, post the same content on Blogactiv as well – rather than be a platform where people create their blogs from scratch. This will help attract existing bloggers, those who prefer other platforms; or those who want their own URL, or want to be able to choose their own plugins (applications that allow users to add functionalities to their blogs – anything from a calendar, picture album, to a connection with Facebook or Google Maps). Take a look at Nosemonkey’s must read EU blogs Universe, and it’s clear that plenty of good blogs are being written on European themes and that these are not on Blogactiv. If it was really easy to connect to Blogactiv, and the bloggers in question could perceive added value in connecting, I’m sure most would. Eventually, the goal could even be for Blogactiv to be so popular that bloggers could connect by invitation only (or in the spirit of the web, if selected by fellow bloggers).

2. Blogactiv should have more traffic by now, given its favourable circumstances (namely, being linked to Euractiv, which has hundreds of thousands of visitors). In a recent entry, Nosemonkey mentioned that posting content on Blogactiv has not brought him much traffic. I had a similar experience: I set up a mirror of a client’s blog on Blogactiv, and only got about 10% of the traffic. Indeed, a quick look at compete.com (see image below) shows that traffic is pretty static at a few thousand, which spread over a number of blogs is not very much. How could the figures be improved? First and foremost, by having more high-quality content, and here, again, the aggregator approach could be key. Also, the EurActiv connection should be leveraged far more: good blog posts should link to relevant news stories on EurActiv and vice-versa (and to Blogactiv’s credit, they said at a recent lunch they hosted that this is in the pipeline); and I’d not insist so much on keeping EurActiv and Blogactiv separate – if I were EurActiv, I’d be loud and proud, and mention Blogactiv in all outgoing material (from newsletters to business cards).

A benchmark in transparency

The European Food Safety Authority, an independent agency funded by the EU,  held its Management Board meeting yesterday, and allowed anyone to follow it via a live stream available from its homepage.

Sure, there are plenty of  “so whats?” Showing its meetings might just be a ploy to highlight its independence from the EU, and who know what takes place at other meetings. And food safety is probably not quite as contentious as other issues being discussed at a European level (CAP, finance, budgets, enlargement, security and so on). In any case, I was impressed that they made the effort – it’s not as if anyone was twisting their arm (I assume) – and hope it’s the start of a trend.

Left trumps right in EU web initiatives

The Party of European Socialists’ brave and seemingly successful foray into the world of Web 2.0 with the Yourspace blog remains by far the most impressive web initiative I’ve seen by any European party or political group. Why is it so good? It’s a platform aimed at galvanising active supporters, not one where party bigwigs can strut their stuff: it gives them space to write and engage, and promises them something concrete in return – a chance to influence the content of the PES manifesto for the 2009 European elections. Result? Very Obama’esque: excited, active supporters, eager and able to help spread the PES mantra (aided by Yourspace’s multiple outreach channels e.g. a YouTube channel and very active Facebook Group).

The Socialist Group in the European Parliament (PSE) have not been quite as daring, but they do have a section on their site entitled Interactive which contains posts by PSE members, a portal of blogs by PSE members who do not write on the site itself, a forum, and a so-called citizen’s room where people can submit their opinions. The tools are all relevant and I’m especially impressed by this one line from their terms and conditions (assuming it’s true): “The Socialist Group interactive pages are an area for free expression. Only views that are ethically and legally unacceptable are excluded”. However, the section has been hidden away and is not properly introduced. For it to really work, the PSE should make a real splash, sell it on their homepage and in all their other outgoing communications, and explain why they’re doing it e.g. we want to speak directly to you, we need to know where we stand with you, like out parent party, the PES, we want to promote your ideas and concerns, not our own; and so on.

The site of the EPP-ED (the centre-right political group of the European Parliament) is far more static and dull. They present positions, latest press releases and members (Zzzzzz), while the only remotely innovative feature is the online “TV” channel. I did a search on YouTube, where the EEP-ED also have a channel,which appears to show the exact same footage even though there is no link between it and their site. It’s not bad, but I have some objections:

• Why have the channel in two places? Seems like totally pointless duplication.
• It’s all one way. Comments are allowed on both channels, but the moderators are obviously very strict. The only comment on the YouTube channel homepage itself reads “Just wanted to say that you’re doing really good job there” while none of the videos I saw had any comments (even where there were 100s of views). Same on the other channel: I had to look really hard to find one video with a couple of comments.

This approach seems to reflect the French Presidential elections last year, when Sarkozy’s campaign site became little more than a video vault, while Segolene Royal’s approach was far more inclusive. Sure, he won the election, but as Obama’s triumph last month showed, an approach which embraces the web as a tool of engagement and mobilisation, rather than just another one-way broadcast medium where you show yourself in your best light, can work wonders. In an era where the electorate demands a voice, politicians need to show that they’re listening and care; and the best start is to provide a platform where you allow people to openly engage and then actually respond.

Is the left more open to new tools and politics of engagement because it fits their political philosophy? To some extent I do think they are more comfortable with open engagement with constituents, but the main reason why the left on both sides of the pond has been quicker to adopt new tools is clearly born out of need, seeing as the centre-right has held power in the US and most European countries (and thus the EP) for a number of years. It’s a political reality that incumbents are less innovative: their approach won, they’re in power, so why change? In addition, the Conservatives in the UK have a new website which embraces blogging, integration with social networks, online donation, and supporter mobilisation features to the same degree as the Obama campaign did in the US, so it’s not as if parties of the right don’t have it in them. Despite the need to find some better supporters to populate the Show your support page than the current weirdoes on display, it’s really quite an impressive showing.

Converting a Eurosceptic? A glimmer of hope

I had a conversation with a virulently eurosceptic Brit recently (one of many). I’ve had similar conversations with Daily Mail reader types – the sort of people who claim things along the lines of “political correctness has run amok, the country’s going down the drain, immigrant paedophile junkies are roaming our streets etc” – and in these cases, I smile politely and try to make a hasty retreat. This eurosceptic, on the other hand, was bright, open-minded and well-read, so surely ripe for conversion?!

To cut a very long story short, the notions of pooled sovereignty, interdependence as a means to maintain peace etc had absolutely no effect on him. And when I ummed and aahed when he asked me whether it was really true that France was holding the EU hostage over agricultural policy, I thought he really was a lost cause. However, I eventually came up with two last-gasp arguments which he lapped up and which I’d advise all europhiles to use on British eurosceptics.

First was my mention of the euromyths section on the website of the European Commission Representation in the UK, which contains scores of untruths reported by the British media, demonstrating the tactics used by pretty much all national papers apart from the Guardian in their reporting. These tactics range from outright lying, to taking a regulation and finding the most preposterous application for it (even though the regulation is NOT intended for that purpose AT ALL), to passing off something done by another European body/European country/international organisation, then misrepresenting it AND saying the EU is responsible, even if it has absolutely no affiliation to the other body in question. My eurosceptic friend was understandably astonished that the media would misrepresent the truth to this extent, and promised that he’d read up on euromyths and take reports on supposedly scandalous activities of the EU with a pinch of salt in future.

Second, was my assertion that the UK is actually very well represented in Brussels, which came as a great surprise to my eurosceptic friend, as Brits are obviously so focused on the misplaced notion that the EU is all about giving away power to faceless foreign bureaucrats. When told that, in actual fact, plenty of Brits occupy major posts in important Directorates-General at the European Commission; that many British MEPs are very active and head important committees; and most of all, that the lobbying industry, from consultancies, to in-house, to NGOs and trade associations, have an utterly disproportionate number of Brits at the helm, he seemed headed for conversion.

I have not spoken to my eurosceptic friend since, and he may very well in retrospect have thought I was speaking absolute cobblers. Nonetheless, I’ll be trying out these arguments again.