Policy Focus

Brussels unveils new move to sell EU to citizens

The EU’s three main institutions have joined forces in a concerted effort to sell the merits of the EU to its citizens.

Top officials from each institution signed a declaration in Strasbourg on Wednesday committing them to work together on communications strategy.

The move comes after research outlined by Irish prime minister Brian Cowen at the last EU summit cited a lack of information about the Lisbon treaty as the main reason its rejection back in June.

Margot Wallström, European commissioner responsible for ‘communicating’ the EU, has faced particular criticism over the growing gap between the bloc and its citizens, and the Irish have come under increasing pressure to hold a second referendum.

The Swedish official was one of the signatories to the declaration, along with Spanish MEP Alejo Vidal Quadras (on behalf of parliament) and French Europe minister, Jean-Pierre Jouyet, on behalf of the EU presidency.

Wallström said the aim of the declaration, ‘Communicating Europe in partnership’, was to address a “communication challenge” currently facing the EU.

At today’s signing ceremony in Brussels, Wallström said, “To communicate you need to plan, to prioritise and to work in partnership. These are the key tools for a successful communication.

“This declaration puts in place a framework in which we can use these tools in an efficient way.”

Pöttering said ahead of the signing, “More information and better communication are necessary if we want to raise the interest of European citizens in the EU and make them aware of the achievements of the EU for their daily lives.

“We need to convince them of the value of the common European project, guaranteeing peace and defending a unique way of living and working together. I very much welcome the joint effort of the institutions for achieving this by joining their forces in the area of communications.”

Jean-Pierre Jouyet said: “We are all aware that communication is a key element in the way to convince public opinion of the benefits of the EU and each of us must keep in mind the outcome of the recent consultations in different countries.

“Thanks to this political declaration I hope that the three institutions and the member states will reinforce their cooperation on that matter, especially in the coming months with the perspective of the European elections.”

A commission spokesman said, “Up to now, member states and EU institutions have each communicated on European issues individually.

“With this agreement the parliament, commission and member states have decided to address the communication challenge together.

“They have agreed on a pragmatic partnership approach with the annual selection of joint communication priorities and practical cooperation between the communication departments of member states and institutions.”