Messages
|
Mention |
Neg. OTS (‘000) |
Pos. OTS (‘000) |
Neg. PRV (€) |
Pos. PRV (€) |
|
A new strong financial instrument |
1 |
0 |
0 |
0 |
14 |
|
Achieving price stability and low interest rates |
1 |
0 |
0 |
0 |
14 |
|
Businesses must prepare for the Euro |
5 |
0 |
660 |
0 |
1,981,13 |
|
Current markets are expanding |
1 |
0 |
0 |
0 |
51 |
|
Economic benefits for everybody |
2 |
0 |
110 |
0 |
39,648 |
|
Eliminates transaction costs (globalisation /
single market) |
3 |
0 |
110 |
0 |
43,187 |
|
Enough management / staff resources available |
2 |
0 |
2 |
0 |
26,563 |
|
Entire timetable for Euro introduction documented
|
7 |
0 |
757 |
0 |
179,268 |
|
Euro implementation date is 01-01-2002 |
5 |
0 |
664 |
0 |
160,685 |
|
Euro introduction is a costly process for SMEs |
1 |
0 |
0 |
0 |
37 |
|
Explains which countries are joining the Euro |
4 |
0 |
99 |
0 |
82,158 |
|
Explains which countries are not joining |
3 |
0 |
97 |
0 |
62,758 |
|
History of Euro introduction clearly explained |
3 |
0 |
140 |
0 |
100,645 |
|
It problems have been addressed |
3 |
0 |
88 |
0 |
57,224 |
|
New competitors enter current markets |
1 |
0 |
0 |
0 |
51 |
|
Our country is joining the EMU |
3 |
0 |
103 |
0 |
52,757 |
|
Promotes a culture of stability and peace in
Europe |
1 |
0 |
0 |
0 |
12 |
|
SMEs are ready for the Euro |
3 |
0 |
103 |
0 |
47,197 |
|
SMEs have been well informed about the Euro
launch |
5 |
0 |
617 |
0 |
120,334 |
|
SMEs welcome the Euro introduction |
3 |
0 |
18 |
0 |
24,232 |
|
SMEs will benefit |
2 |
0 |
108 |
0 |
29,198 |
|
Time elements have an impact for SMEs |
3 |
0 |
545 |
0 |
55,249 |
|
Training is an issue for SMEs |
1 |
0 |
0 |
0 |
37 |
All publications and media tools feature a very enthusiastic and proactive approach, focussing on the opportunities and challenges of the euro. It is noteworthy how the Austrian Federal Economic Chamber is proactively attempting to give practical assistance to its member organisations. The strongest positive message is clearly “Businesses must prepare for the euro” and again the Austrian Chamber communicates clearly that they are there to help.
The expansion of current markets is no threat to Austrian SMEs. Dominant positive messages state the fact
that Austrian businesses are welcoming the euro introduction and have been well
informed about its launch. Training
issues do not seem to be such an issue in this country. The emphasis is that time, cost and resource
implications have been addressed and shall be overcome.
There were no messages carrying any negative message content in the
coverage. This is even more astonishing considering the fact that the
communication tools are strongly based on feedback garnered directly from small
businesses.
This leads to the conclusion that the communication strategy of the
Austrian Federal Economic Chamber has worked very well indeed.