Online communications and effective use of online data collection and outbound email are central to future tactical implementation of the plan. The 50 actions set out in the plan aim at improving the Commission’s capacity and skills to communicate European policies. Ms. Wallström, commenting on the decision of the Commission, said:” This action plan reflects in a very concrete and pragmatic way the political priority to engage in dialogue with citizens across the European Union. Today, we took a decision on a working method which will lead to a modern approach to communicating across all departments. This is essential if we are serious about the need for more dialogue, consultation and debate about the role of the Union. Yet, of course it is a task that goes beyond the Commission’s remit; its success depends fundamentally on a partnership with all other key players in European politics inside the EU – a challenge we will address later in the year in a White Paper. “
The Commission endorsed a new communication approach underpinned by three principles:
- Listening. Not just to inform EU citizens; but also to listen to them and take their views into account.
- Communicating how EU policies affect citizens’ everyday life and what added value they bring.
- Connecting by going local, that is by adapting messages to audiences in each Member State and conveying them through the channels those audiences prefer in the language they understand.
This approach is achieved in two phases: the Action Plan will be followed by a White Paper to engage all stakeholders, setting out the policy vision and the initiatives to be undertaken in the medium and long-term, in co-operation with the other institutions and actors.
This Action Plan proposes a working method to achieve more focused and efficient use of resources and to improve performance in communicating Europe.
This will involve for example:
- Coordinating communication activities across the Commission to maximise efforts and use our communication tools better.
- Using better those communication tools people prefer and in the language they understand, particularly internet and audiovisual services.
- Becoming more professional in communication through specific training of civil servants and recruitment of communication specialists.
- Using practices such as a layman’s summary in main Commission proposals describing the tangible benefits of EU policies for the citizens.
- Reinforcing Representations of the Commission in the Member States in order to reach citizens on those policies and initiatives of their interest and/or concerns and in the language they understand
Quelle: PublicTechnology, 21.07.2005
