If the EU wants to survive, it has to communicate effectively, especially in the current context of thriving disinformation, the rapid rise of AI and an increase in authoritarian tendencies. To reach everyone, communication about the EU needs to go local.

Rebranding Europe, the new book by communication strategist and author Stavros Papagianneas, sets the scene for a critical discussion on the EU’s role on the global stage, which has Europe standing at a crossroads in the face of the Russian aggression against Ukraine, which is entering its third year, the war in the Middle East and a series of geopolitical and economic challenges.

The book presentation took place on 3 December at the Residence Palace in Brussels, attended by EESC Vice-President for Communication Laurenţiu Plosceanu, who took part in the debate on Europe’s positioning in a turbulent global arena and the EU’s need to communicate its values effectively.

‘The EU is at a defining moment. To secure its future, Europe needs to communicate a clear and compelling vision to its citizens and the world. It’s not about politics – it’s about trust, identity and shared purpose,’ said Mr Papagianneas.

The participants in the debate stressed that effective communication is not just an option but a necessity for the survival of the EU, especially in the contemporary era of disinformation, AI and growing authoritarianism. Europe has to lead the way in promoting democracy and human rights. The role of the media is essential in shaping Europe’s public sphere, as Colin Stevens, editor-in-chief of the EU Reporter and moderator of the discussion, acknowledged. ‘We, the media, have to explain again and again that Europe concerns everybody. And we have to do this every day of the week,’ he said.

Experts agree that it is very difficult to combat misinformation or ‘fake news’ at the root, in particular with the emergence of AI. The most effective counter-measure is to create resilience within the population.

Mr Plosceanu flagged that ‘it is time to listen more to people than talk to them. People want more involvement and participation.’ He stressed the importance of cooperating with the regional press and urged the EU institutions to develop partnerships with regional media and invite regional journalists to Brussels. He concluded that Europe needs to go local, to the grassroots level.

As the vast majority of Europeans first think local, then regional, then national, and only at the very end European, communication about Europe needs to adapt to this reality by recognising that the narratives to reach people need to be local, regional and national. (mt)