By Bruno Waterfield - 12th October 2005
Margot Wallström will prescribe “Democracy, Dialogue and Debate” as the triple D tonic for the EU on Thursday.
The European Commission Vice-President will unveil a long-awaited paper setting out the EU executive’s communications strategy.
She will distance the commission from any lingering EU institutional hopes for a “rescue operation” for the EU constitution after referendum rejections in France or the Netherlands.
“Let me stress that this is not about a rescue operation for the constitution,” she told a meeting of regional TV editors on Wednesday.
“It is about a long-term commitment to improving the democratic legitimacy of the EU. It is about ensuring a real public debate on serious questions.”
Instead, Brussels is urging national governments to kick start a debate centred on the EU’s role in driving growth, creating jobs, providing security and giving Europe a voice on the world stage.
“This debate should take place at all levels – regional, national and EU,” she said.
“The primary responsibility lies with the national governments, and the commission intends to help them organise and structure the debate in each country.”
Wallström also envisages a walk on part for euro celebrities as “European Goodwill Ambassadors” along the lines of the UN roles played by film star Angelina Jolie and pop singer Geri Halliwell.
On the commission front, EU executives are set to go local, holding meetings and making visits to home member states.
“Commissioners will visit each country and meet with business and trade union leaders, NGOs, students, regional and local authorities,” said Wallström.
“Commission offices in each country will hold ‘open days’ when visitors can take part in discussion sessions.”
European Commissioners will be expected to appear for national parliaments to explain EU decisions.
Previous Brussels communications strategies have focused on ‘information’, but Wallström is calling for a more active, some might say propagandist, approach
“We need more effective ways of telling people the story,” she said.
“Until now, we have focused mainly on putting out information for experts, researchers, journalists, lobbyists and so on... Now it’s time to begin to broaden our communicating, and communicate directly with the citizens.”
A key plank of Wallström’s new strategy will be fostering better relations between the commission and the media.
Key new financial proposals will “help… develop EU-related programmes and to create networks between broadcasters”.
The commission is also to revamp the official “Europe by Satellite” service.
“We want to improve it further, making it more like an independent news agency that can feed you – if you wish – high-quality raw material and background information for your programmes,” she said.
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