Communication Spending by Auvergne-Rhône-Alpes Region and Municipalities Under Scrutiny
Report Highlights Escalating Communications Budgets
A report released by the Regional Audit Chamber (CRC) has shed light on the significant increase in communication spending by various administrative bodies in the Auvergne-Rhône-Alpes region. The report, based on consultations with regional residents and an analysis of thirteen municipalities and intermunicipal cooperation establishments, reveals a 30% surge in communications budgets between 2018 and 2022. These expenditures now account for 0.5% to 3.4% of the operational expenses for these entities.
The report estimates that the total annual communication spending across all levels of government in the region ranges from €30 to €50 per inhabitant, depending on their location. However, the CRC notes that such expenses are often underestimated in the financial statements of municipalities.
Concerns over Communication Strategy and Transparency
Despite the substantial rise in communication spending, the CRC expresses concern over the lack of clear communication strategies presented to governing bodies. The report highlights a persistent overlap between institutional communication and the personal promotion of elected officials. Such practices violate the ethical charter of public communication, which emphasizes impartiality, transparency, and the avoidance of political propaganda.
The report specifically cites a 2018 opinion poll conducted by the city of Clermont-Ferrand at a cost of €7,200. The poll results were deemed biased due to the inclusion of questions about the mayor’s image, which were influenced by the political affiliation of respondents.
In a similar vein, the Auvergne-Rhône-Alpes region authorized 21 studies and surveys by Ipsos, Harris Interactive, and Opinion Way between 2018 and 2023, at a total cost of €372,556. These studies focused on topics such as the region’s image, its policies, the effectiveness of communication campaigns, and even the personal popularity of the regional president, Laurent Wauquiez.
Region’s Logo and Communications Policy Questioned
The report also scrutinizes the region’s extensive use of its logo on various public infrastructure. Since Laurent Wauquiez’s election in 2015, the logo has become omnipresent, leading to the nickname "Seigneur des Panneaux" (Lord of Signs). The CRC estimates that this regional "visibility policy" cost the region €5.6 million between 2018 and 2022, an average of €1.1 million annually.
The efforts to enhance the region’s visibility included placing nameplates with the regional logo and the slogan "La région agit pour ses lycéens" (The region acts for its high school students) on 331 public and 260 private high schools, at a cost of €1.4 million. Additionally, €3.5 million was spent on branding 2,198 school buses, €4.6 million on TER trains, and €1.4 million on billboards in front of high schools.
Scrutiny of Sponsorship Agreements with Sports Clubs
The CRC further examines the close financial ties between municipalities and professional sports clubs in their territories. These relationships typically involve purchasing tickets, box seats, advertising space, or sponsorships. For example, the city of Lyon spent €0.9 million on such arrangements for the 2022/2023 season. The Saint-Étienne Métropole purchased €155,000 worth of tickets and box seats for ASSE matches, while the city of Saint-Étienne spent €130,000 annually for the same purpose. The city of Villeurbanne spends approximately €400,000 per year on its partnership with ASVEL.
Following Clermont Foot Auvergne’s promotion to the Ligue 1 football division, the Puy-de-Dôme department increased its sponsorship spending from €61,000 to €155,000 per year, in addition to €152,000 for ASM Clermont in 2022. The city of Clermont-Ferrand spends between €1.6 million and €1.8 million annually on its partnerships with the ASM Clermont Auvergne rugby club, the Clermont Foot 63 football club, and the Jeanne d’Arc Vichy Clermont Métropole basketball club.
The CRC notes that in most cases, the distribution of tickets lacks clear criteria and traceability, and in some instances, is partially managed by the mayor’s office.
Concerns Raised over Media Relations
The CRC also highlights the relationships between municipalities and local media outlets. Through press officers, municipalities maintain regular contact with media organizations, seeking favorable coverage in exchange for purchasing advertising space or content. The CRC believes that these relationships should be clarified and conflicts of interest avoided.
Examples cited include the €0.6 million and €1 million spent by the city and the Saint-Étienne Métropole, respectively, on advertising space in the press between 2018 and 2022, as well as online advertising worth €0.26 million and €0.22 million. In 2023, the Auvergne-Rhône-Alpes region allocated €5.5 million for its communication campaigns.
Call for Transparency and Accountability
The CRC report concludes by emphasizing the importance of transparency and accountability in public communication. It urges municipalities to adopt clear communication strategies, avoid conflicts of interest, and ensure ethical and unbiased reporting. The report also calls for greater scrutiny of financial arrangements with sports clubs and closer monitoring of relationships with media outlets.
