How important is public diplomacy for the EU?


The European Union is increasingly seen as an attractive institution for European countries for the very reason that it is perceived as a guarantor of stability, security and prosperity (Commission of the European Community, 2009, 2).
However it has been pointed out that the expansion of the EU might jeopardize its internal order, create new divisions on the European continent and foster instability in the whole Europe (Sjursen, 2002, 491). Despite these concerns it is the case that the EU did not close its barriers, and even encourage enlargement, because of material utility, i.e. political and economic interests, common identity with European countries not yet members of the EU, and universal moral values such as justice and the “good life” (ibid. 494).
For the reader of international relations who sees the world in terms of real politik it is hard to take the last two views, and those who prefer a constructivist approach would reject the hypothesis that the EU enlargement is just a matter of material interests.
The three elements can be reconciled though. In fact even if some might argue that there is no common identity among European countries (Paschke, 2010), and that national interests matter more than everything else, it must be acknowledged that the creation of a common identity among people from the European continent, thus the enlargement of the EU, might further national interests of different countries in Europe. Firstly it can promote peace, stability and prosperity for new members, secondly it enhances the possibility to improve standards of leaving for many people, so leading to further regional stability, finally, and probably more important, it will strengthen the role of the EU in world affairs (European Commission, 2002).
Given the benefits of enlargement, the EU must take the task to create a common identity among European people. Here public diplomacy comes to play its role.
The communication strategy of the EU is directed both at EU citizens and at people from applicant countries, it is decentralized and emphasises a two-way approach, meaning that it does not aim just at spreading information, but also at giving the people the possibility to express their perceptions and concerns about the EU (Kirova, 2010).
Therefore it can be argued that the EU has found a way to avoid the fallout of enlargement. Firstly it has set up precise requirements candidate-states have to meet, secondly it has enhanced communication with the public to integrate new members (Commission of the European Community, 2009, 2) and possible future members.
The EU communication with people from the EU and from candidate-countries takes the form of publication of brochures, internet server, television service, question and answer service, and video broadcaster service (Kirova, 2010).

To draw a conclusion, the European Union has undertaken a grand task, bringing together different nation-states under one umbrella. This could result in conflicting national interests and national identities. However the EU adopted a public diplomacy strategy in order to unify the people of different countries in a common European identity. Even though the great majority of the people in Europe define themselves in terms of their specific nationality, the EU public diplomacy has been able to reach out them to explain EU policies and intents, thus cooling would-be nationalistic sentiments which could have undermined the stability of the EU itself.
Moreover the EU public diplomacy addresses also people of applicant countries so smoothening their integration into the EU.
The final point is that thanks to its public diplomacy the EU is building a European identity, which is the basis of a stable and prosperous institution.

PS. I have based this post on what can be called “common sense”, in fact I am a Euro-sceptic, therefore I hope to attract some comments which dismantle this argument of the European identity.


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##Commission of European Community, 2009, “Enlargement Strategy and Main Challenges 2009-2010” http://ec.europa.eu/enlargement/pdf/key_documents/2009/strategy_paper_2009_en.pdf

European Commission, 2002, “Basic Arguments”, http://ec.europa.eu/enlargement/archives/press_corner/basic_arguments_en.htm

#Kirova, 2010, “Public Diplomacy Towards Member-Countries and Candidate Countries”, http://publicdiplomacy.wikia.com/wiki/European_Commission_Policies_and_Initiatives#Public_Diplomacy_towards_Member-Countries_and_Candidate-Countries

Paschke, 2010, “Report on the Special Inspection of 14 German Embassies in the Countries of the European Union”

Sjursen, 2002, “Why Expand? The Question of Legitimacy and Justification in the EU’s Enlargement Policy”, in JCMS, Vol.40, No. 3, pp. 491-513.