Wyzwania komunikacyjne Unii Europejskiej
EU’s pressing communication challenge

Summary/Abstract: In order to help rebuilding popular support and trust towards the European Union, EU’s institutions need to substantially change their communication strategy. Recent political developments, especially 2016 Britain’s referendum on the EU Membership, have shown that the old model of reaching to citizens no longer meets expectations. Drawing on available data and ex-post evaluations of promotional campaigns, this article examines possible ways of enhancing the way EU connects to citizens. The paper concludes that the focus should be shifted from mediated communication to a more direct one, including massive use of online social platforms and corporate-style promotional campaigns. The EU’s own experiences confirm the efficiency of the latter.

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