European Commission Plans Radical Rebranding - Report

EU Commissioner on Justice, Fundamental Rights and Citizenship and Vice-President of the Commission Viviane Reding. Photo by EPA/BGNES.

The European Commission is planning a “revolutionary” change in its image and communication policy, reports Monday Euractiv.

It is going to include a stronger personalization of EU politics, centered around Commission President Manuel Barroso, a new organization, reshuffle of top officials and centralization of PR.

Quoting a source close to the planned innovations, Euractiv writes that commissioner in charge of citizenship and communication (and vice-president of the EC) Viviane Reding wants to bring as much as a “culture shock” in the way the Union's executive is perceived.

Commissioner Reding will reportedly give details to her colleagues in their first informal meeting after summer recession on Wednesday and Thursday.

The plans allegedly put a great emphasis on the personalization of EU politics to give it a more accessible flavor that is familiar from national politics.

A centralization in the delivery of messages is also a stated goal.

According to Euractiv, its source “could not resist directing a few negative comments towards Margot Wallström, the former commissioner in charge of communication” for the ease with which official documents were leaking during her term in office.

Staff changes in DG Communication are also previewed. Among other things, they will involve sending DG officers to EU member states' capitals in a bid to ensure closer ties with local publics.

Euractiv mentions that the intended revolutionary changes in communication may be completed as early as end of 2010 or as late as 2012.

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