Public relations challenges in Europe

Abstract

Public relations (PR) has outgrown national borders. In Europe it is an anachronism to think of national frontiers and this will be even more so with the single European currency. People and industry will cross and ignore national borders just as they now ignore county, ‘land’ or departmental borders; they will shop and invest where it is most convenient and most economic, even if that is over the nearest national frontier. PR professionals must adjust their thinking, planning and campaigns to the philosophical basis that the world, or at least Europe, is their oyster. Campaigns must not be limited by national frontiers but should relate to need and to the geographical area — be it multi‐state, European, intercontinental or just local — wherever the message needs to be put across. The Amsterdam Treaty, once it is ratified, presents Europe with major challenges. The European Union (EU) must adapt its institutional machinery to service a union of 400–500 million citizens, and it must communicate with them openly, fairly, effectively and well; it must earn their trust and their support to be able to function. This is where PR has a key part to play — and that means involving the PR profession and getting it to help the EU. In awarding contracts the EU has to follow procedures that often seem slow and cumbersome, but which ensure that the contracts are awarded fairly and openly, and that opportunities for corruption are reduced to a minimum. The EU's institutions are among the most open public administrations in Europe, if not in the world. Journalists have easy access to officials and experts and lobbyists are welcome and listened to. The EU wants to tell European citizens about its business and wants to hear useful advice front business and other pressure groups. The EU institutions are here to serve the people of Europe. Information helps European citizens to see that the EU enables them to live better lives and contributes to making the world a peaceful and better place for everyone.