Plans leaked yesterday, which seek to boost the effectiveness of European Commission communications, are a welcome acknowledgement that current EU simply isn’t getting its message across.
Indeed the recent Eurobarometer survey showed EU support falling below the significant 50% for the first time.
A radical overhaul is required but I am not convinced the plans are radical enough.
Indeed I would question some of the underlying assumptions.
First, is the assumption that communications should be centralised around the figurehead of the Commission President.
That falls into the trap of believing all politics is now about personalities not policies. Although strong personalities are important, without addressing the policy problem (or at least the policy communication problem) it simply will not work. Moreover the EU is complex with several Presidents (and a High Representative) so focusing on one will just confuse.
Second is the assumption that more is better.
The proposal seeks to enhance resources for communications with more photographers, speech writers, producers, web designers and graphic designers. I think there is already too much information coming out of Brussels and just to add to the volume of communication will make matters worse. Why not reduce the volume and go for clarity and quality?
Third, is the assumption that embedding certain journalists will help.
Presumably this is an attempt to tackle the ‘media drain’ from Brussels, but is attempting to tackle the symptoms not the causes. There is no evidence that this strategy will work. The example of the ‘lobby’ in the UK is neither relevant not entirely convincing.
Nor are the Commission a military unit on the battle front. Although they feel they are under attack, this is the wrong and ultimately counterproductive response.
Why only some journalists and indeed why just journalists. Why not tackle those causes?
Fourth, is the assumption that the European Commission can do the job alone.
The Commission is, after all, the appointed institution and it is the democratic Parliament and Council who in fact should be taking the final decisions and should be gaining more exposure. Indeed, there appears to be no attempt to co-ordinate with these institutions or supportive organisations or citizens. It is very top down. Indeed it is a very old fashioned response to a problem that actually lends itself to the use of new media techniques.
Why is there not better co-ordination between the institutions and why is the response lacking in modern interactive new media techniques? For example the Commission have not yet developed an App or have a “data.eu” portal similar to that in the UK.
Fifth, is the assumption that communications is a one way process.
What about listening, what about consulting more effectively, what about facilitating a two-way dialogue?
A radical overhaul is required but it requires more than a comms plan. It requires a step change in the way the Commission thinks, works and interacts.
It needs to be more open, more focused on policy and delivery rather than personalities, more serious about tackling those ’causes’, more strategic in its approach to issues and, above all, more engaged in directly having a two way dialogue with the citizen.
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