New book calls for “rebranding” of European Union

Europe must learn to “sell itself” more effectively to safeguard its long-term future, according to a new book.

The essential message behind the book, “Rebranding Europe”, carries more weight as it was authored by a former communications official at the European commission.

Stavros Papagianneas is a senior communications strategist with 30 years of experience in the field. Previously he worked as a communications officer at the Commission and press officer and spokesperson to diplomatic missions in Brussels.

Speaking at the book launch on Tuesday, the EU, he says, needs to

“speak the language of the street”

and “simplify” its message to citizens.

This, he adds, is the only way it can hope to overcome the “democratic deficit” that still exists and “failing trust” in the EU.

There is “no miracle cure” or “magic recipe” available to the EU to better promote itself but, even so, he says there is room for “optimism” that the 27-strong bloc might be “better understood.”

The book, sub titled “Fundamentals for Communicating the United States of Europe,” is a follow up to the first edition published in 2017 as a response to Brexit.

The Greek-born author describes it as a “bible”, saying that communications was a “family business.”

While a committed Europhile he does not shy away from tackling what he describes as essential issues he believes the EU must face in order to avoid “falling apart.”

In the book, he says communication will a be a key  factor in ensuring the EU has a long-term future, adding, 

“Though the first edition as triggered by Brexit and its consequences I thought a second edition to be paramount after the corona crisis and the brutal invasion of Ukraine.”

Having faced “two tremendous crises” the EU now, he argues, has to “differentiate its message towards external and internal  stakeholders.”

One recommendation is that the EU substantially increase the budget spent on communications.

Currently, he says this is relatively tiny compared with the overall EU budget and “should be doubled.”

The Union, he suggests, must also find a way of making the EU more interesting, both to international,national and local media, along with the electorate themselves.

At a news briefing to launch the book ,he related interviews he had had with journalists in Greece and Belgium, each of whom said the media in their countries published little about the EU because of the lack of interest  from readers.

The “EU blame game” is another issue to be addressed, he says, adding that certain political leaders like Viktor Oban, in Hungary, seem happy to participate in the EU decision making process while, at the same time, telling their publics that the EU is responsible for Europe’s ills.

 Over the years little progress has been made in better communicating the EU’s message, he says, noting that another challenge is the rise of populism.

The book states that in the recent Euro elections citizens “delivered a clear shift to the right” recording some “significant wins.”

The EU, he says, must counter  this with “clear, concrete and jargon-free” messaging. Social media and artificial intelligence will, he adds, have an increasingly crucial role to play in this.

This book illustrates how Europe can be rebranded by providing key recommendations on how to convey the added value of the EU into citizens’ daily lives.

With growing instability around the world and the rise of authoritarianism and disinformation, the EU should take the lead in strengthening multilateral partnerships and in protecting and promoting democracy and human rights, it says.

Europe ,according to the 270 page book, has been caught in the “most complex crisis” since WW II. “Once the world’s bastion of liberal, democratic values, Europe has to confront demons it thought it had laid to rest.”

The author interviewed several essential opinion leaders and key global communications stakeholders including Androulla Vassiliou, a former EU Commissioner.

Papagianneas was joined at the briefing in Brussels by Laurentiu Plosceanu, vice president in charge of communications at the Economic and Social Committee (EESC), who endorsed the key messages in the book, adding that despite much concern about populism and lack of trust there was room for optimism.

One example, he said, was the “unity” the EU had shown after the Russian invasion of Ukraine which he believes was counter to the response expected from Vladimir Putin.

Such crises, he said, offer both “opportunities and challenges” for the EU.

The EU, it was also said, should inform citizens of the success of projects like Erasmus, the social mobility scheme.

He said,

“The European Union needs to be able to square the circle between reacting to external threats that concern all member states on the one hand side, and to offer solutions adapted to national realities on the other hand side. In terms of communication, it is important to explain the big challenges that we are all facing regardless of nationality and location.”

Another speaker, Analia Tsoumani, a communications official at the EESC, agreed with this and noted that local media in each member state had a role to play but needed to be better supported.

The launch was moderated by publisher Colin Stevens,who also acknowledged that that the vital role of media in the development of a European public sphere. “We, the media, have to explain again and again that Europe concerns everybody. And we have to do this every day of the week. European topics should have a more important place  in European media, also at the local level”.