Strengthening Communication Channels Between the EU and EU Citizens: An Audience-Centric Approach

Abstract

This paper aims at opening a dialogue on public sector communications and at highlighting the importance of addressing communications as a pivotal issue within the EU. European communications cannot solve economic, social, political or environmental problems, yet it can shed a light on the promotion of identity, integration and democracy. There is a growing need to acknowledge the role of EU communications to mirror the EU’s actions and transmit EU decisions to the public. This paper proposes a specific course of action to get the EU closer to European citizens: the bottom-up approach to communications. This approach aims at the establishment of two-way communication channels between the EU and EU citizens. The literature suggests that this approach can improve the public opinion of public institutions such as the EU.