Dans les mois précédant le Conseil européen de décembre (décisif en vue de l’ouverture des négociations d’adhésion entre la Turquie et l’UE), le gouvernement et les groupes d’intérêt turcs ont mis en oeuvre des efforts considérables pour influencer les responsables politiques et les leaders d’opinion de l’Union. Ankara poursuit actuellement ses efforts, cette fois-ci dans l’espoir d’obtenir une décision positive à l’issue des futures négociations. Cet article publié dans « Politik & Kommunikation » (en allemand) analyse la stratégie de communication menée du côté turc.
The objective of the information and communication strategies of Turkey has been to change the often negative perceptions of Turkey in the populations and among political leaders in key countries such as Germany, France, Austria, the Netherlands and Belgium in order to improve Turkey’s image and, thereby, its EU membership perspective.
In order to counteract prejudice, communication efforts concentrate on the benefits of EU accession in the areas of security, stability and growth. Furthermore, the ministry for culture and tourism, the foreign affairs ministry and several NGOs have organised a number of cultural events. Turkish NGOs are to be increasingly involved in coordinated PR efforts.
Members of the Turkish communication group ABIG have focused on media work, information events and contacts with opinion leaders and the press. Two of the member organisations of ABIG, the Association of Turkish Industrialists TÜSIAD and the Foundation for Economical Development IKV, both have representations in Brussels. Furthermore, TÜSIAD is also present in Berlin and Paris, and plans to open an office in London to be closer to national, political and economic leaders. However, so far the lack of empirical evidence has made it difficult to estimate the outcome of the PR efforts of ABIG.
The image campaign of Turkey will be further intensified as membership negotiations start and referenda in member states (as in France, England and Spain) draw closer.