On 1 January the euro will switch from being a 'virtual' to a
'real' currency in 12 EU states. The UK has opted out, but this week it
was announced that one in three British retailers will accept euro
notes.
JOHN RIVETT - Hill & Knowlton
'I'm not sure we'll ever love the euro but we can learn to live with it.
Once the accusations of "rounding up" prices have died down, I would
concentrate on a dual approach of creating excitement around ease-of-use
and picking off some of the core concerns. In my view, mobilising big
business and youth (who seem less hung up about the national identity
issue) will be two strategies. One area that is important to both is
travel and I can see a real opportunity in using the euro to help
reinvigorate Europe's travel market. In fact, if we could convince a
younger European audience that the euro is "their" currency, wider
acceptance would follow more quickly.'
LUTZ MEYER - Weber Shandwick Worldwide
'Yes. Negatives appear to stem from three areas: discomfort with a
decision that has been made by remote Eurocrats, the angst of an
economic adventure, and a resistance to give up a national symbol. The
key to a pro-euro campaign must be consistency of message balanced with
specifics that address local concerns. The theme has to be one of
reassurance with messages about security, ease-of-use and sovereignty.
It should use the net, electronic/ print media, direct mail and
in-person communications to answer questions. Strategic alliances must
be created with organisations that have direct contact with consumers as
well as a role in the introduction process (e.g. banks, tourist sector)
as part of a PA and issues management programme.'
RICHARD PRICE - The Euro PR Group
'No. PR can't make people love the euro because to love something is an
appeal to our emotions and that is best left to advertising. We are not
meant to love the euro but rather to understand its benefits and in this
area PR has a crucial role. PR should be at the heart of campaigns
across Europe to provide clear messages on the advantages the euro will
bring. PR can demonstrate the euro's practical value and usefulness. UK
attitudes to the euro will change once coins and notes are widely
available and people experience the ease of changing money when moving
between countries and the savings made through not having to pay
commission. Effective PR can provide clear practical examples of the
advantages of using the euro and help us avoid getting involved in
emotional debates.'
BRAD STAPLES - APCO
'The euro starts with no emotional capital. Actually, it suffers from
the negative legacy of Britain's ERM experience as well as a government
divided over whether or not to lead. Until this is sorted, a proper PR
campaign cannot begin because the euro isn't grounded in ties of
nationhood or kinship. Since most people are pragmatic and adaptable, PR
needs to focus on personal economic benefits.
As long as the euro's value does not plummet and the transition doesn't
include excessive costs, people will accept it. The PR messages need to
be realistic; steer clear of abstract ideals and stick to the common
sense message that unity - not fragmentation - is best for jobs,
investment, prices and prosperity. This means bringing home the message
we see everyday in the news; this is an interdependent world, and we
will sink or swim together.'
