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The Commission has approved an internal action plan to modernise its communication practices but the real litmus test for Ms Wallström will be the white paper to be presented in the autumn of 2005.
The action plan presented on 20 July is the first phase of the Commission's plans to "reconnect with citizens". The plan consists of measures to be deployed within the Commission's own services to do a better job at communicating Europe.
A white paper later this year will deal with more substantial policy issues, such as the decreasing trust in the EU or how to respond to challenges such as terrorism, the need for economic reforms or the failure of the services directive. The white paper will also deal with the communication practices of other players such as the European Parliament, the Council and the national governments and the stakeholders from media to industry to NGOs and think tanks.
This is not the first time that the EU has tried to overhaul its communication strategy. Between 2001 and 2004, the Commission presented three communications dealing with information and communication. But inadequate implementation, fragmentation of communication activities and messages that did not deal with real citizens' interests and needs led to the Commission redoing its homework. The Barroso Commission is also the first one to have nominated a special vice-president for communication (Ms Wallström).
Three principles underpin the Commission's new action plan:
The proposed 50 actions all have specific timings: 18 are to be implemented in 2005, 15 in the first half of 2006, 8 in the second half of 2006 and 9 between 2007-2009.
Most priority actions deal with the internal communication skills and structures within the Commission's own services. The aim is to streamline and professionalise the way the Commission communicates. One example: all new policy proposals will be accompanied by a "layperson's summary" explaining in simple words what the proposal brings to society.
A major part of the actions is devoted to a better use of existing tools such as audiovisual services, the internet, citizens contact centres or publications.
The real focus of this new action plan is on strengthening the Commission's representations in the member states. Seven specific actions should improve the way these representations adapt the Commission's messages to the local context and the immediate concerns of the citizens. For this exercise, 50 new A-posts will be created in the representations.
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