Local view for "http://purl.org/linkedpolitics/eu/plenary/2005-05-10-Speech-2-263"
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"en.20050510.26.2-263"2
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".
The Barroso Commission has proposed a partnership for a renewed European order to tackle the complex challenges ahead, where vision, leadership and delivery are the key elements for building renewed trust and confidence. The only way to develop this partnership is by bringing in the European citizens and taking their interests into account.
The first responsibility of the present Commission is, therefore, to connect with citizens. Let me add immediately that this is not just the Commission’s responsibility. In fact, it is very much the responsibility of all players: Parliament, the Council and the Member State governments.
The Commission will, therefore, put forward a White Paper on communication, which will address the role of all involved and which will give the other institutions the possibility to define and organise their input. The Commission for its part will pursue a new approach on communication, which will focus on the need to interest Europeans in EU politics. This demand-driven communication approach has to involve a better understanding of target audiences and those who act as multipliers, a better use of modern and effective communication tools and techniques, and a more professional attitude to all our communication work.
What the Commission will have to do first is to improve its listening process. The Commission needs to make better use of its polling and intelligence services – if I may call them that – in its consultation procedures and to use its communication tools according to the needs and interests of its audiences. In order to reach people, the communication of political priorities will be adapted to demographic and national specificities, instead of taking the classical one-size-fits-all approach. Our representation offices in the Member States will have a central role to play here.
The Commission will explain its policies and their impact on EU citizens’ daily lives and communicate the tangible benefits of Europe rather than overload people with technical information. Last, but not least, the Commission will encourage and support efforts to establish and improve a dialogue with Europeans. The Commission will, therefore, need to professionalise its communication activities. That involves improving research, planning, coordination and evaluation of communication activities and making better use of the excellent communication tools the Commission has at its disposal and the representations in the 25 Member States.
Communication will be integrated into the Commission’s working culture and into policy formulation from the very beginning, and this needs to be maintained throughout the whole political process. Since communication is an across-the-board challenge, all actors – from the European institutions and Member States to civil society and the media – have a role to play. Interinstitutional cooperation is a key element.
The Commission has kept Parliament regularly informed on the development of the communication strategy, which was also discussed at the last meeting of the Interinstitutional Group on Information and in the Committee on Culture and Education during the discussion on the Herrero-Tejedor report. The Commission will invite the European Parliament and the Council to comment on its White Paper. The Commission will also continue to improve relations with the media, in particular regional and local media in the Member States, as a key element for ensuring that information reaches the citizens."@en1
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