Commission launches radical new information and communication initiative, July 2002

On 2 July the European Commission proposed a radical change in its information and communication policy. Based on responses to a document issued in June 2001, the proposals (COM (2002) 350) seek to coordinate the efforts of EU institutions and Member States to 'sell' Europe. The accompanying press release revealed that 'For the first time decision-makers at European, national and regional level will be working together to close the European information gap.' The strategy should be broadly operational from 2003.

The proposals are a response to people's ignorance of, and apathy - sometimes hostility - towards, the EU. The document says: 'Just like the Member States, the European Union is facing the full force of public disaffection with politics. This crisis of representation is even greater at European level since there is no clear public perception of the legitimacy of the European institutions ... A large section of the public quite simply does not understand what the European Union does: many feel that it should deal more with their day-to-day concerns; others are of the opinion that it meddles too much in the minutiae of matters that naturally fall within the competence of the national or regional authorities, and see Community action as a threat to their identity.'

However, public ignorance 'is not inevitable', but 'is due largely to the complexity of the European process [and] to the absence of an EU information and communication policy on the part of both the European institutions and the Member States.' The Commission is concerned that Member States' are too ready to present EU issues from a national perspective, 'the filtering effect of which is often reductive.' However, the proposals draw on newfound support for communication initiatives on the part of the Member States: the Laeken Declaration recognised the need for public support and commitment if the Union is to move forward.

Nonetheless, the challenge is 'immense' and resources are limited. The Commission is therefore advocating a gradual and realistic approach based on two main elements:

- improving co-ordination between the EU institutions and the Member States at national, regional and local level so that the provision of information and the formulation and dissemination of messages on priority issues are more coherent and focused on the end user, the European public
- establishing a voluntary working partnership with the Member States fostering genuine synergy between their structures and know-how and the activities of the European Union.'

The proposals are not seen as a 'cure-all', but rather as 'a springboard for developing a joint communication policy for the institutions that is geared to their individual roles and specific requirements.'

Eyebrows might well be raised over the Commission's assertion that 'Neutral factual information is not enough on its own. Experience has shown that a given item of information will not remain neutral because its presentation will constantly be reworked by the media, relays and other opinion multipliers. Genuine communication by the European Union cannot be reduced to the mere provision of information: it must convey a meaning, facilitate comprehension, set both action and policy in a real context, and prompt dialogue within national public opinion so as to enhance the participation of the general public in the great European debate.'

Communication initiatives will be targeted at specific groups, including opinion makers and leading personalities, families, working people, and young people and women (these last two groups are invariably identified in such initiatives). There is a recognition that different strategies will have to be used when communicating with people who are 'interested and already reasonably well-informed' and with 'those who are apathetic and unfamiliar with the European Union.'

Four priority information topics have been identified: enlargement, the future of the EU, the area of freedom, security and justice, the role of the Union in the world.

Existing EU information relays and networks are mentioned, and identified as a target for more effective exploitation. Starting in September 2002, they are to be 'analysed and assessed' with the aim of creating a new framework, based on 'a more homogeneous and coherent structure' and improved cost-effectiveness due to rationalisation and greater decentralisation.

There has been limited press reaction to the Commission's initiative, although the Telegraph, which believes that the plans 'are certain to outrage eurosceptics', accused the Commission of 'abandoning neutral presentation of facts and instead creating an aggressive spin machine'.

Links:

European Commission:

• European Commission advocates a more co-ordinated approach to information, better explanation of policies and improved dialogue with the citizens of the European Union, 2 July 2002, IP/02/984
• European Commission: information and communication strategy for the European Union: COM(2002) 350 final (2.10.2002)

Electronic Telegraph:

• Brussels follows Labour's spin model

European Sources Online: In Focus:

• Information and communication in the EU, July 2001

Eric Davies
KnowEurope Researcher
Compiled: Friday, 5 July 2002

On 2 July 2002 the European Commission proposed a radical change in its information and communication policy. Based on responses to a document issued in June 2001, the proposals (COM (2002) 350) seek to coordinate the efforts of EU institutions and Member States to 'sell' Europe