Brittan pushes for clearer delivery of EU messages

The European Union has been lambasted for its poor PR and communications by European commission vice-president Sir Leon Brittan.

The European Union has been lambasted for its poor PR and

communications by European commission vice-president Sir Leon

Brittan.



’The whole concept of image-making and analysis is a late arrival to the

European Union,’ said Brittan last week.



Speaking at the opening of a new Brussels office for media evaluation

firm Carma, Sir Leon said: ’The Commission and other EU policy-makers

have tended to get on with the substance and leave the presentation till

later.



’This has proved damaging - we are now paying for decades of failure to

explain clearly what the EU is doing to the people whose lives it will

affect,’ he said.



He stressed the importance of large public institutions keeping abreast

of their media coverage and protecting their reputation in the way that

private companies do.



’This is particularly the case in Europe, where national governments and

shared institutions like the commission are criticised for moving ahead

of public opinion. The kind of work Carma does should help this come

about.’



Sir Leon also went on to admonish firms for offering European

institutions poor quality advice. ’There is no shortage of advice being

offered to us on how to improve the image and profile of EU policies.

Much of it is either over-simplistic or just the opposite - a mass of

conflicting messages that cannot be put to good use.’



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