‘Spin’ loses out to ‘relevance’ for communication guru Wallström

By Martin Banks

Date: 07/10/04

"SPIN is not the way to improve the European Commission's lacklustre public image," according to Margot Wallström, who will become commissioner for communication strategy in the next Commission.

Outlining her views on her new job, she argued instead that the Commission needs to make itself relevant to citizens' lives and ensure that it has the correct policies.

She said: "We have to reach out to our citizens and listen to them more than we do now.

"We have to explain more effectively the Commission's work and how it changes the everyday lives of people.

"And we must do this, not in some abstract euro-speak, but in a clear language, one people understand."

Wallström, who will be one of five vice-presidents when the new executive takes up office on 1 November, said: "This is something that is going to take longer than the five years of my mandate but a start has to be made somewhere."

Wallström said that the idea of a commissioner for communications, which is an innovation, came from José Manuel Barroso, president- in-waiting of the incoming EU executive.

"He offered it to me when we met in Lisbon in the summer," she said.

"To be honest, I am surprised it has taken this long to create such a post. It is something I have long argued for. I took a little time to reflect on the offer because without the necessary responsibility and authority, I realized it could quickly become 'mission impossible'.

"But the fact that I was being given my own directorate-general helped reassure me and I was very happy to accept. It is an enormous challenge but an irresistible one."

Wallström will take charge of an 800-strong staff, half of them in the Commission's representation offices across the 25 member states, and have an annual budget of €180 million at her disposal.

In her new role, she will be responsible for the Commission's press output, Eurobarometer, institutional relations and the representation offices. Although she is yet to appoint a spokesperson herself, the executive's numerous spokesmen and women will also come under her authority.

However, Wallström, the outgoing environment commissioner, is at pains to stress that it is not intended for her to become the sole public face of the Barroso Commission.

"I know some people have already given me the title of 'commissioner for PR' but that is not really my role.

"My job, essentially, is to ensure that we get the timing and presentation of our proposals correct. At the moment, there is no real planning or sufficient professionalism to this. It is not enough simply to issue a press release or to have men in black suits in Brussels explaining policy.

"Of course, the task facing the Commission is not just down to me. I cannot, on my own, improve turnout in European elections or influence the outcome of referenda on the constitution.

"This is a common challenge and one we, and that includes member states, have to face together."

Margot Wallström, incoming European Commissioner responsible for Institutional Relations and Communication Strategy, has outlined her ideas for the first term of the Barroso Commission.