The Public Relations of the European Union: New Challenges in a More Integrated Europe
http://www.chiara-valentini.org/Valentini-%20The%20Public%20Relations%20of%20the%20European%20Union.pdf

Valentini, Chiara
Chiara Valentini Communication Management
2006

Abstract:

Communication between citizens and public officers is a fundamental aspect of public institutions’ planning. It is through an open and clear dialogue that positive public opinion is shaped. Furthermore it is a tool for creating a good reputation and stronger support. Currently the European Union is facing a period of low reputation, scrawny image and poor trust, which have direct influences in EU’s decision making. Different scholars impute this problem to the poor EU communication planning, the so called communication deficit. This paper seeks to examine whether public relations can help to solve the communication deficit of the European Union or not and which challenges public relations profession can open within the European context. Specifically the European societal approach of public relations is considered the essential bond to the European institutions. This study draws on theories and discussion in the fields of European public relations; reflective and educational approaches; a critical analysis of EU information and communication policies; and interviews with EU officers. It is followed by a discussion of the link between public relations’ reflective approach and public organizations, and suggests new interpretations and considerations of this profession within the European institutions.