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Communicatiejaarverslag Vlaamse Regering 2007

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Communicatiejaarverslag Vlaamse Regering 2007 Communicatiejaarverslag van de Vlaamse Regering 2007 Voorwoord 3 Het minste wat gezegd kan worden is dat overheidscommunicatie zich in een spanningsveld bevindt. Het spanningsveld tussen beleidscommunicatie en politieke communicatie, tussen communicatie over beslist beleid en communicatie over beleid in wording. Het spanningsveld ook tussen verplichte en gewenste openheid, tussen wat moet en wat kan. Het decreet op de openbaarheid van bestuur verplicht de overheid om te communiceren over haar beleid, haar beslissingen en haar dienstverlening. Het Vlaams Parlement bepaalt het normenkader waaraan de overheidscommunicatie moet voldoen. Als het gaat om de politieke neutraliteit van de Vlaamse overheidscommunicatie, is de regelgeving niet beperkt tot het decretale normenkader. Uit het eerste hoofdstuk van dit jaarverslag blijkt dat op dit vlak veel verschillende commissies bevoegd zijn, en heel wat extra regels gelden. Dat is zeker het geval in de drie maanden die vooraf gaan aan de verkiezingen, de zogenaamde sperperiode. Tijdens de sperperiode gelden niet alleen de normen voor Vlaamse overheidscommunicatie maar ook het decreet op de controle op de regeringsmededelingen en een protocolakkoord dat door de zeven parlementsvoorzitters van België wordt afgesloten. Hoe dan ook moet op het vlak van communicatie maximale transparantie de regel zijn. Daar wil dit jaarverslag zeker toe bijdragen. Daarom zijn dit jaar voor het eerst ook de mediabestedingen op- genomen die niet via het systeem van Centrale Media-Aankoop (CMA) zijn verlopen. Uit de cijfers van CMA blijkt dat de Vlaamse Regering in 2007 ruim 1,7 miljoen euro meer in communicatie heeft geïnvesteerd dan in 2006. Naast de 7,6 miljoen via CMA, is in 2007 daarbuiten nog eens 7 miljoen aan mediaruimte besteed. Maar communicatie is uiteraard veel meer dan mediaruimte, zoals u in dit verslag zult lezen. De Vlaam- se overheid communiceert zowel in gedrukte vorm als digitaal en heeft daarbij oog voor duurzame communicatie. Zo wordt er zoveel mogelijk op ecologisch papier gedrukt en worden er steeds meer overheidpublicaties ook elektronisch ter beschikking gesteld zodat de gedrukte oplage beperkt kan blijven. Uit de cijfers van het elektronisch bestelloket voor overheidspublicaties blijkt dat 70 % van de publicaties beschikbaar is in digitale vorm. Van de publicaties die in 2007 nieuw werden uitgegeven, is zelfs 90 % elektronisch opvraagbaar. De toenemende digitalisering van het aanbod weerspiegelt zich ook in de gebruikscijfers. In 2007 werden er 27 673 brochures gedownload, een verdubbeling ten opzichte van 2006. De Vlaamse overheid is ook een toegankelijke overheid, bereikbaar via verschillende kanalen. Het Contactpunt Vlaamse Infolijn is uitgegroeid tot een geïntegreerd loket voor de burger, met naast het gratis infonummer 1700 ook thematische infolijnen, waaronder de Kind en Gezin-lijn, Dossierlijn Stu- dietoelagen, de Vlaamse Belastinglijn en De LijnInfo. Samen goed voor bijna 1,4 miljoen burgervra- gen. 1700 kreeg voor zijn aanpak het Europese Good Practice Label for eGovernment. De externe communicatie van de Vlaamse overheid steunt op een sterk uitgebouwde interne com- municatie. Om beter informatie uit te wisselen en applicaties te kunnen delen, werden in 2007 alle en- titeiten van de Vlaamse overheid (departementen én agentschappen) met elkaar verbonden door het Vlaamse Overheidsnetwerk. Op dit moment hebben alle Vlaamse ambtenaren langs die weg toegang tot een gezamenlijk extranet. Al die ambtenaren ontvangen ook het personeelsblad 13, dat de waar- den, cultuur en identiteit van de organisatie helpt uitdragen. 13 is opgezet als een breed publieksblad. Voor zijn aanpak kreeg het de Bedrijfspersprijs 2007. Tot slot vermeld ik nog graag dat u, dankzij de in 2007 verschenen Gids van de Vlaamse overheid, een goed zicht krijgt op de omvangrijke organisatie die de Vlaamse overheid is. De gids is intussen al aan 5 zijn tweede druk toe. U kon zich in 2007 trouwens ter plaatse komen overtuigen van de inspanningen die de Vlaamse overheid levert om een transparante, klantvriendelijke en toegankelijke overheid te zijn: op de vijfde Vlaanderendag gooide de Vlaamse overheid opnieuw haar deuren open. Dit jaarverslag toont de brede waaier aan initiatieven waarmee de Vlaamse overheid permanent haar burgers tegemoet treedt. Ik twijfel er niet aan dat deze staalkaart van één jaar communicatie-inspan- ningen u zal weten te boeien. Kris Peeters Minister-president Inhoud 6 Voorwoord 3 DEEL I: ALGEMEEN COMMUNICATIEBELEID EN COÖRDINATIE 17 1 Regelgeving in verband met overheidscommunicatie 18 1. 1 Actieve openbaarheid van bestuur 18 1.2 Controle op de communicatie van de Vlaamse overheid 18 1.2.1 Normen voor de Vlaamse overheidscommunicatie 19 1.2.2 Controle op de regeringsmededelingen 21 1.3 De sperperiode voor verkiezingen 21 1. 4 Hergebruik van overheidsinformatie 22 2 Organisatie van de communicatie 24 2.1 Structureel communicatieoverleg 24 2.2 Professionalisering 25 2.2.1 Studiesessies 25 2.2.2 Communicatienieuws 26 3 De communicatiepraktijk 27 3.1 Persvoorlichting 27 3.1.1 Persvoorlichting van de Vlaamse Regering 27 3.1.2 Persvoorlichting van het ministerie van de Vlaamse Gemeenschap 28 3.1.3 Verspreiding van persmededelingen 28 3.2 Communicatiecampagnes 29 3.2.1 Centrale media-aankoop 29 3.2.2 Begeleiding bij uitbesteding van campagnes 31 3.2.3 Public Authorities Magazine Print Award (PAMPA) 32 3.2.4 Metingen 32 3.3 Distributie van folders en brochures 33 7 3.3.1 Het elektronische bestelloket voor publicaties 33 3.3.2 Fysieke distributie 33 3.4 Het extranet, een overheidsbreed communicatiekanaal 34 3.4.1 Invoering van het extranet 34 3.4.2 Nieuwsportaal 34 3.4.3 Naar één netwerk voor de Vlaamse overheid 34 3.4.4 Snelinfo 35 3.5 Magazine voor het Vlaamse overheidspersoneel: 13 35 4 Een toegankelijke overheid 37 4.1 Contactpunt Vlaamse Infolijn 37 4.1.1 Uniek loket – geïntegreerd loket – multikanaal loket 37 4.1.2 Jaarresultaten 2007 38 4.1.3 Kanalen en projecten 2007-2008 38 4.2 Productencatalogus 40 4.3 Gids van de Vlaamse overheid – 2007 41 4.4 Vlaanderendag 42 5 Accenten in het communicatiebeleid 43 5.1 Extra aandacht voor doelgroepen 43 5.2 Crisiscommunicatie 44 6 Vlaanderen in Actie 45 7 Samenwerken met andere overheden 46 7.1 Het Vlaams Parlement 46 7.2 Gemeente- en provinciebesturen 46 7.3 Federale overheid 46 7.4 Kortom 47 DEEL II: COMMUNICATIE IN DE DERTIEN BELEIDSDOMEINEN 49 8 1 Diensten voor het Algemeen Regeringbeleid 50 1.1 Departement Diensten voor het Algemeen Regeringsbeleid 50 1.1.1 Vlaanderen Feest! ter gelegenheid van 11 juli 2007 50 1.1.2 Lissabonstrategie 50 1.1.3 Gelijke kansen in Vlaanderen 51 1.1.4 Kenniscentrum PPS 51 1.1.5 Administratieve Coördinatie Brussel 52 1.1.6 Steunpunt Taalwetwijzer 53 1.1.7 Administratieve Coördinatie Vlaamse rand 54 1.1.8 Taaladvies en Taaltelefoon 55 1.2 Interne Audit van de Vlaamse Administratie 56 1.3 Studiedienst van de Vlaamse Regering 57 1.3.1 De communicatieacties 57 1.3.2 Evaluatie van het communicatiebeleid 59 1.3.3 Vooruitblik 59 1.3.4 Communicatiebudget en mediabestedingen in 2007 59 1.4 Agentschap voor Geografische Informatie Vlaanderen 59 1.4.1 Evenementen 60 1.4.2 Nieuwsbrieven 60 1.4.3 Overige communicatieacties 60 1.5 vzw de Rand 61 1.5.1 RandKrant 61 1.5.2 Gemeenschapskranten 61 1.5.3 Advertenties voor onthaal en integratie van anderstaligen 62 1.5.4 Communicatiebudget 63 2 Bestuurszaken 64 9 2.1 Departement Bestuurszaken 64 2.1.1 e-government 64 2.1.2 Wetsmatiging 65 2.1.3 Gelijke kansen en diversiteit binnen de Vlaamse overheid 66 2.1.4 Architecturaal beleid 66 2.1.5 Integriteitszorg 67 2.1.6 Interne controle of organisatiebeheersing 67 2.1.7 Overheidsopdrachten 68 2.2 Agentschap voor Binnenlands Bestuur 68 2.2.1 Binnenlands bestuur 68 2.2.2 Stedenbeleid 69 2.2.3 Inburgering 71 2.2.4 Diversiteit 71 2.5 Agentschap voor Facilitair Management 72 2.6 Agentschap voor Overheidspersoneel 72 2.6.1 Communicatiebeleid en -acties 73 2.6.2 Vooruitblik 74 2.7 Vlaams Agentschap voor Rekrutering en Selectie 74 3 Internationaal Vlaanderen 75 3.1 Departement Internationaal Vlaanderen 75 3.2 Toerisme Vlaanderen 77 3.3 Vlaams Agentschap voor Internationale Samenwerking 79 3.4 Vlaams Agentschap voor Internationaal Ondernemen (FIT) 79 4 Financiën en Begroting 82 5 Onderwijs en Vorming 84 10 5.1 Instrumenten voor geïntegreerde communicatie 84 5.2 Departement Onderwijs en Vorming 86 5.3 Agentschap voor Onderwijsdiensten 86 5.4 Agentschap voor Hoger Onderwijs, Volwassenenonderwijs en Studietoelagen 87 5.4.1 Afdeling Hoger Onderwijs 88 5.4.2 Afdeling Volwassenenonderwijs 88 5.4.3 Afdeling Studietoelagen 89 5.5 Agentschap voor onderwijscommunicatie 90 5.5.1 Afdeling Informatie en Communicatie 90 5.5.2 Klasse 91 5.5.3 CANON Cultuurcel 92 5.6 Agentschap voor Infrastructuur in het onderwijs 93 6 Economie, Wetenschap en Innovatie 94 6.1 Departement Economie, Wetenschap en Innovatie 94 6.2 Agentschap Economie 95 6.2.1 Communicatieacties 95 6.2.2 Evaluatie 97 6.3 Instituut voor Innovatie door Wetenschap en Technologie 97 6.4 Vlaamse Instelling voor Technologisch Onderzoek (VITO) 98 6.5 ParticipatieMaatschappij Vlaanderen NV (PMV) 98 6.6 Limburgse Reconversiemaatschappij nv (LRM) 99 7 Cultuur, Jeugd, Sport en Media 100 7.1 Departement Cultuur, Jeugd, Sport en Media 100 7.1.1 Overkoepelende communicatie-initiatieven 100 7.1.2 Project Organisatieontwikkeling 101 7.1.3 Campagne van analoog naar digitaal 101 11 7.2 Bloso 101 7.2.1 Algemene communicatieacties 101 7.2.2 Evaluatie van het communicatiebeleid 103 7.2.3 Vooruitblik 103 7.3 Agentschap Kunsten
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