One of the key questions at this year’s CEN–CENELEC PR Round Table was how to shape communication regarding standardization amidst continuous global shifts. This led to the selection of the leading theme: “New Normal, New Norming.”
The gathering of the CEN and CENELEC Advisory Body (AC PRRT) in Berlin was organized by DIN and DKE (the German Institute for Standardization and the German Commission for Electrical, Electronic & Information Technologies). More than 30 representatives from 27 countries participated in an interactive and creative series of discussions focused on shared communication challenges and opportunities within European standardization.
Standardization as a strategic pillar
The modern world is characterized by profound transformations driven by digitalization, sustainable development goals, and shifting geopolitical dynamics. In such an environment, communication in the field of standardization is no longer just a supporting activity; it is a crucial element for providing clear orientation, building trust, and connecting diverse stakeholders both within and beyond the standardization system.
Christoph Winterhalter (CEO of DIN and CEN Vice-President Policy), addressed the participants, emphasizing that the value of standardization is still not fully understood by the general public or the political community. He highlighted the vital role of AC PRRT members' expertise in bridging this gap.
Furthermore, he encouraged PRRT members to learn from each other's successes and align their efforts with the CEN-CENELECStrategy 2030, providing guidance on how to develop cohesive and effective joint communications.
Key Focus Areas
During the two-day workshop, representatives from European standards bodies working in marketing, communications, and public relations addressed the following questions:
How the needs and expectations of stakeholders are evolving;
Which elements define successful communication in standardization today;
Which tools, skills, and formats contribute to readiness for future challenges.
Looking Ahead
The participants reached a collective conclusion emphasizing the importance of strengthening cooperation as a prerequisite for more efficient communication. A specific need to develop innovative communication approaches was also highlighted.
This year’s meeting defined concrete communication goals and collaboration methods for 2026. It also served as an excellent platform for exchanging best practices and perspectives on future challenges.
Following the Berlin meeting, the next session is scheduled for an online format at the end of February. In the coming period, AC PRRT members will meet virtually once a month until the next in-person meeting, planned for next year in the Netherlands.
