By Martin Banks - 3rd September 2010
The overarching aim is to centralise public communication and to 'personalise' the image of the EU
Open Europe's Sian Herbert
Commission president José Manuel Barroso is to give an annual 'state of the union' address as part of a revamped communications policy, it has emerged.
The first address will be next Tuesday in Strasbourg before MEPs at their parliamentary plenary.
The move, which was announced by the commission, is said to be part of an attempt to "personalise" the image of Barroso.
However, it has come under immediate fire from eurosceptics who say the 'state of the union' address is usually used by heads of state, for example US president Barack Obama.
News of the address comes in the wake of the planned "revolution" in the EU communication strategy outlined by justice commissioner Viviane Reding - who is also in charge of communication policy.
She detailed the plans in a letter she sent to Barroso in June.
Among other innovations, Reding proposed that Barroso may be accompanied 24 hours a day by photographers and TV producers, and that the commission possibly covers part of the expenses of journalists who will follow him on his visits abroad.
The latest attempt to beef up the EU executive's image comes after the commission recently announced the results from the latest Eurobarometer poll - carried out in May during the height of the crisis.
It shows a further decline in public support for the EU and that 75 per cent of Europeans are in favour of giving the EU a stronger role in the coordination of member states' economic and budgetary policies.
The UK-based eurosceptic think tank Open Europe was highly critical of the new communications strategy.
Its spokesperson Sian Herbert said, "Frustrated by its declining popularity the overarching aim is to centralise public communication and to 'personalise' the image of the EU policies based on president Barroso."
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