Does the EU need to leave the word 'Brussels' behind and fully embrace the individual national sensitivities when communicating the EU to the citizens? This and many other ideas were floated when EU policy-makers and communcation strategists discussed how to get its messages across at a conference entitled 'What "Big Idea" for the Barroso Commission?'.
The conference, which was hosted by EurActiv and Friends of Europe at the Bibliothèque Solvay, Brussels, on 15 October also brought together senior representatives from the Commission, industry, Parliament, think tanks and NGOs.
A senior EU offical said that the EU's sustainable agenda was too difficult to explain in a soundbite, and suggested that it be rephrased into the more appealing slogan: 'Clean, clever and competitive.'
A former senior politician said that soundbites could only be a part of EU communication efforts. "There will always be those that need more than the soundbites, we need to be ready to go further." The same politican also suggested barring the word "project" from all EU-speak because it is associated with a messy work in progress that nobody wants to be part of. Rather, the EU should use the more evocative terms "dream" and "idea". Reconnecting more with national parliaments and avoiding the term 'Brussels' were other proposals. "It is a bad word," said the politician.
Public affairs consultants underlined the importance of being aware of what part of the population the EU wants to reach with a particular message, and of reconnecting to peoples daily lives. The message should be kept simple, and must "make the EU mean something".
Another consultant emphasised the importance for the EU to dare to let go of full control and use local ambassadors. "Seize simplicity, ignore details and put the focus on values," was seen as one way ahead.
An EU communication survey, called 'Can EU hear me?', proposes a range of options for the way ahead. The survey was carried out by Friends of Europe, Gallup Europe and EurActiv.
