Abstrakt
W celu wsparcia odbudowy poparcia i zaufania społecznego do Unii Europejskiej, instytucje UE powinny dokonać zasadniczej modyfikacji strategii komunikacji. Niedawne wydarzenia polityczne, w tym zwłaszcza przeprowadzone w 2016 r. w Wielkiej Brytanii referendum na temat członkostwa w Unii Europejskiej, pokazały, że dotychczasowe sposoby nawiązania kontaktu z obywatelami nie dają już oczekiwanych rezultatów. Na podstawie dostępnych danych i ewaluacji ext-post kampanii promocyjnych, niniejszy artykuł rozważa możliwe sposoby ulepszenia sposobów, w jakie Unia Europejska kontaktuje się ze swoimi obywatelami. Autor konkluduje, że nacisk powinien zostać przeniesiony z komunikacji zapośredniczonej (przez tzw. tradycyjne media – prasę, radio, TV) na komunikację bezpośrednią, naśladującą korporacyjne kampanie reklamowe i wykorzystującą rosnące na znaczeniu platformy mediów społecznościowych. Własne doświadczenia instytucji Unii Europejskiej potwierdzają, że kampanie promocyjne wzorowane na korporacyjnych są skuteczne.
Bibliografia
Action Plan to improve Communicating Europe by the Commission, SEC(2005) 985 final, (2005), European Commission.
Badanie omnibusowe skuteczności kampanii „Dobra informacja na dobry początek” (2009), Pentor Research International, report commissioned by the Ministry of Regional Development.
Badanie poziomu dotarcia kampanii medialnej marki Fundusze Europejskie – „Prawdziwe Historie” (2014), MillwardBrown, report commissioned by the Ministry of Infrastructure and Development.
Boomgarden H. G. et al. (2013), Across time and space: explaining variation in news coverage of the European Union, “European Journal of Political Research”, no. 52.
Cohen N., There are liars and then there’s Boris Johnson and Michael Gove, The Guardian, 25.06.2016, https://www.theguardian.com/commentisfree/2016/jun/25/boris-johnson-michael-gove-euliars, 13.07.2016.
Communication from the Commission to the Council, the European Parliament, The Economic and Social Committee and the Committee of the Regions on an Information and Communication Strategy for the European Union, COM(2002) 350 final (2002), European Commission.
Communicating Europe in partnership, COM(2007) 568 final (2007), European Commission. Implementing decision of 8.12.2014 on the adoption of the 2015 work programme and the financing for the implementation of the Europe for Citizens programme, C(2014) 9220 final (2014), European Commission.
De Vreese C. (2003), Communicating Europe, Foreign Policy Centre, British Council Brussels, http://fpc.org.uk/fsblob/89.pdf, 26.09.2016.
Draft General budget of the European Union for the financial year 2017 Volume 3 Section III Commission, COM(2016) 300-EN (2016), European Commission.
Elenbaas M. et al. (2012), The impact of information acquisition on EU performance judgements, “European Journal of Political Research”, 51.
Grabbe H., Lehne S., Can the EU Survive Populism, Carnegie Europe, 14.06.2016, http://carnegieeurope.eu/2016/06/14/can-eu-survive-populism/j1vb, 19.06.2016.
Hard evidence: analysis shows extent of press bias towards Brexit, EU Referendum 2016, Media analysis from Loughborough University Centre for Research in Communication and Culture, Loughborough University (2016), http://blog.lboro.ac.uk/crcc/eu-referendum/hard-evidenceanalysis-shows-extent-press-bias-towards-brexit/, 24.07.2016.
Hodson H. (2016), How your Facebook feed will affect your Brexit vote, “New Scientist”, 1.06, https://www.newscientist.com/article/2091552-how-your-facebook-feed-will-affect-your-brexitvote/, 21.11.2016.
Lodge J., Sarikakis K. (2013), Communicating Europe: political steps to facilitating a public sphere?, “Communication, Mediation and Culture in the Making of Europe”, Il Mulino, Bologne.
Maćkowska R. (2006), Istota public relations w polityce, in: Public Relations w teorii i praktyce, eds. D. Tworzydło, T. Soliński, Wyższa Szkoła Informatyki i Zarządzania, Rzeszów.
Maddalena G. (2016), Political communication in the (iconic) Trump epoch, European View 15, http://link.springer.com/article/10.1007%2Fs12290-016-0403-9, 22.12.2016.
Martins A. I. et al. (2012), Information Flow and Communication Deficit: Perceptions of Brussels-Based Correspondents and EU Officials, “Journal of European Integration”, 34:4.
Mitchell A. et al. (2008), The Modern News Consumer, Pew Research Center, July 2016.
Monaghan E., Communicating Europe: the role of Organised Civil Society, “Journal of Contemporary European Research”, vol. 4, no. 1.
Nayak M., Marketers seen spending more on paid social media ads: Gartner, Reuters, 3.10.2016, http://www.reuters.com/article/us-advertising-socialmedia-idUSKCN12326L, 7.10.2016.
Przybylski W. (2016), Czy Europejczycy myślą po europejsku?, „Instytut Idei”, 11.
Regulation 1303/2013 of the European Parliament and of the Council of 17 December 2013, OJ L 347.
Rettman A., EU wonders how to win back people’s trust, EUobserver, 25.07.2016, https://euobserver.com/eu-presidency/134483, 3.11.2016.
Ryniejska-Kiełdanowicz M. (2007), Public relations Polski w okresie kandydowania do Unii Europejskiej, Wydawnictwo Uniwersytetu Wrocławskiego, Wrocław.
Special Eurobarometer 452, Media pluralism and democracy (2016), European Commission.
State of the Union (2016), European Commission.
Standard Eurobarometer 67 Full report (2007), European Commission.
Standard Eurobarometer 84, Media use in the European Union (2015), European Commission.
Standard Eurobarometer 85, Public opinion in the European Union (2016), European Commission.
Stroeker N., van der Graaf A., Buiskool B.-J. (2014), Communicating Europe to its citizens: state of affairs and prospects, European Parliament, Directorate-General for Internal Policies, Policy Department B: structural and cohesion policy, Study requested by the EP Committee on culture and education, PE 529.080, http://www.europarl.europa.eu/RegData/etudes/STUD/2014/529080/IPOL_STU(2014)529080(SUM01)_EN.pdf, 17.10.2016.
The Commission’s contribution to the period of reflection and beyond: Plan D for Democracy, Dialogue and Debate, COM(2005) 494 final (2005), European Commission.
The politics of anger, “The Economist”, 2.07.2016.
White Paper on an European Communication Policy, COM(2006)35 final (2006), European Commission.
Waeraas, A., Byrkjeflot, H. (2012), Public sector organisations and reputation management: Five problems, International Public Management Journal, vol. 15.
Valentini C. (2013), Political Public Relations in the European Union: EU Reputation and Relationship Management Under Scrutiny, “Public Relations Journal”, vol. 7, no. 4, Public Relations Society of America, https://www.researchgate.net/publication/259758691_Political_public_relations_in_the_European_Union_EU_reputation_and_relationship_management_under_scrutiny 19.12.2016.
Viner K., How technology disrupted the truth, 12/07/2016, “The Guardian”, https://www.theguardian.com/media/2016/jul/12/how-technology-disrupted-the-truth, 17.07.2016.
Vliegenthart R. et al. (2008), News coverage and support for European Integration 1990–2006, “International Journal of Public Opinion Research”, vol. 20, no. 4, https://www.researchgate.net/publication/ 239903246_News_Coverage_and_Support_for_European_Integration_1990-2006, 13.11.2016.