KEY MESSAGES

Messages	Mentions	Neg. OTS (‘000)	Pos. OTS (‘000)	Neg. PRV (€)	Pos. PRV (€)
A new strong financial instrument	1	0	0	0	6,975
All countries are working together	1	0	0	0	6,981
Businesses must prepare for the euro	4	0	0	0	107,687
Current markets are expanding	1	0	0	0	22,319
Economic benefits for everybody	1	0	0	0	6,981
Eliminates transaction costs (globalisation / single market)	1	0	0	0	12,002
Enough management / staff resources available	2	0	0	0	104,939
Entire timetable for euro introduction documented	1	0	0	0	16,411
Euro implementation date is 01-01-2002	4	0	0	0	23,740
Euro introduction is a costly process for SMEs	1	0	0	0	19,896
Explains which countries are joining the euro	1	0	0	0	10,786
History of euro introduction clearly explained	2	0	0	0	18,219
IT problems have been addressed	5	0	0	0	17,1480
New competitors enter current markets	1	0	0	0	22,319
Our country is joining the EMU	4	0	0	0	34,971
Promotes a culture of stability and peace in Europe	1	0	0	0	6,975
SMEs are ready for the euro	1	0	0	0	125
SMEs have been well informed about the euro launch	5	0	0	0	180,084
SMEs will benefit	1	0	0	0	27,205
Training is an issue for SMEs	2	0	0	0	85,564

There were 40 messages in total observed from the German €urobest contribution (see table above). The German publications feature a very practical, business focussed approach. Some of the benefits linked to the currency were its strengths as a financial instrument, and the elimination of transaction costs as a result of a unified and global market.

Four specific messages clearly dominated the coverage: “SMEs have been well informed about the euro launch”, “IT problems have been addressed”, “Enough management / staff resources available” and “Businesses must prepare for the euro”. All of these issues were addressed strongly and reflect positively on the German communication efforts. German SMEs were particularly worried about computer errors and staff shortages.

No negative message content regarding possible constraints for SMEs was observed.