The full-day meeting was an occasion to discuss challenges and opportunities when communicating about the European Union and Member States abroad. In the past, speaking with multiple voices was seen as a challenge. However, using the Team Europe approach in defining a united message and communicating it jointly was initiated, it can be an advantage.

Concrete actions

The six months since the last meeting have seen many achievements. The development of common norms to tackle the problem of FIMI, the unprecedented collaboration in the EU-CELAC Summit and the continuous promotion of efforts against climate change and in favour of gender equality are just a few examples.

Another recent example is the ongoing collaboration at the International Book Fair (FIL) Guadalajara 2023, currently taking place in Mexico with the EU as Guest of Honour. Over 70 authors and other artists from EU Member States and Ukraine are participating in this joint cultural-diplomacy initiative.

The upcoming 2024 European Elections will also be fertile grounds for collaboration. Communication actions in a Team Europe approach will need to be deployed to raise awareness about the importance of the elections and provide guidance on how to vote to EU citizens living abroad.

Focusing on topics of interest

Communication directors are coming together to explore topics of interest to their specific countries, but also contributing to a broader conversation.

As we are witnessing increasing instances of the use of Artificial Intelligence (AI) in international communication, the topic is being addressed at this level too. Some Member States have already begun to test the application of AI in their communication efforts, reporting positive results about its analytical capacity. The discussion on AI’s use and its limitations is useful to all.

The gathering of data and perception analysis is essential to further strategise. The EU conducts regular perception studies within its territory through its established public opinion and survey instrument called Eurobarometer.

Externally, the EU is also conducting several studies and surveys to better understand the perception national and local audiences have of the EU – the opportunity to further share this information with all stakeholders will be examined.

The goal of a more authentic engagement about the EU’s activities could be achieved by improving  adaptation of content to local contexts and enhancing our storytelling capacity.

Digital Services Act (DSA): a new instrument to further combat FIMI

The topic of foreign information manipulation and interference cannot be ignored, as it is part of the daily reality in the current communication landscape.

Even though disinformation is found within the FIMI spectrum, it goes beyond that. The challenge is that it is often difficult to address non-illegal actions but malicious actions.

The application of tactics, techniques and procedures (TTPs) with the intention of interference needs the support of digital platforms to combat them. With the Digital Services Act package (DSA), EU institutions and Member States have a powerful instrument at their disposal to further engage with these platforms.

The challenges in the current context are varied, but so too are the opportunities. The diversity of the EU is part of its richness and can contribute to a more fruitful global communication approach: together we can achieve more.