Paper 11

Jul 7

2 min read

“Europe must have more innovative citizen communication!”

Achievements and challenges in communication

The three European institutions have each sought to improve their communication towards the Member States, citizens, the media and a large number of other stakeholders. They use various means such as websites, press releases, interviews, publications, opinion polls including the Eurobarometer, social media, etc. Europe is aware of the need to convey its values better: peace, democracy, freedom, world leader in humanitarian aid, the rule of law. The three European institutions must nevertheless step out of their conventional roles, unify their messages and communicate more convincingly with citizens, and especially young people, about what Europe does and what it concretely brings them. Such a communication effort will also enable the EU to strengthen its geopolitical image and its negotiating power in line with its interests and values.

Shortcomings in citizen and youth communication

Most citizens perceive the EU through indirect “news” in which “Brussels” is often confronted with challenges with negative connotations (for example migration, Brexit, the pandemic, the financial crisis, anti-European populism). The March 2021 Eurobarometer confirms that 92% of European citizens ask for their voices to be better taken into account in decisions on the future of Europe. An analysis of the (disparate) websites of the 3 institutions shows improvements in content, but they often remain very legislative in character and hard to understand.

Apart from the reputation of the Erasmus+ programme, the Union would benefit from communicating better the various strengths of its youth strategy (2019-2027).

Recommendations for more innovative, citizen-oriented communication

The three institutions must create a joint communication platform in order to make their projects for European citizens better known. This communication, simple to understand, varied, playful and up to date, would be addressed to all citizens and especially to young people, both university students and everyone else.

It is important that it showcases concrete examples of achievements such as:

citizens' initiative projects (culture, training, Erasmus);
“Made in Europe” industrial successes in the sectors of the future such as the environment, climate, digital, Artificial Intelligence, health, energy, transport and space;
citizens' meetings, and pan-European conferences or webinars on innovative topics;
foreign missions initiated by the Commission, large companies and SMEs to win markets in the sectors of the future;
an intensification of thematic visits to the European Parliament and the European Council in order to make their citizen-oriented activities more visible.

Leadership for a more innovative citizen communication strategy should be entrusted to a small multidisciplinary task force drawn from the 3 institutions and led by the Commission's executive. Detailed terms of reference with a call for projects will be sent to a selection of proven communication consultants.