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