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In the realm of politics, the ability to convey information clearly is crucial for any leader’s success. However, Ursula von der Leyen, president of the European Commission, faces significant challenges in this regard. Reports from various sources indicate that obtaining accurate information from her team has become increasingly difficult.
Since assuming office for her second term in December, von der Leyen’s communication strategy has received criticism for being opaque and inconsistent. This situation is alarming, especially as the European Union navigates a complex political landscape characterized by rising anti-European sentiments and diminishing global influence.
Effective communication is essential during such turbulent times, yet many insiders express dissatisfaction with the current state of affairs.
Internal criticisms of communication effectiveness
A senior figure at the Commission expressed concerns about the inadequacy of its communication services, which they believe do not meet the standards observed in other European capitals.
This sentiment reflects a broader concern regarding transparency within the institution. Journalists report increasing difficulties in performing their roles effectively. The lack of clear communication from the Commission has led to accusations of information withholding, according to several interviewees who requested anonymity to discuss sensitive internal dynamics.
The role of the spokesperson service
The challenges stem, in part, from the Spokesperson Service (SPP), which manages the Commission’s public communications. Employing around 80 personnel, including a dozen spokespersons authorized to communicate publicly, the service is directly accountable to von der Leyen.
However, relationships between the SPP and the media have soured recently, with journalists expressing frustration over receiving sanitized press releases devoid of substantive information.
Dafydd ab Iago, president of the International Press Association, raised concerns about the SPP’s tendency to withhold crucial documents and provide misleading information.
Despite assurances from the spokesperson chief, Paula Pinho, regarding the service’s commitment to transparency, skepticism remains prevalent within the media.
High-profile communication missteps
One glaring example of the ongoing communication issues occurred when Teresa Ribera, the European Commissioner for Competition, failed to hold a press conference to announce a significant ruling against Google. This event was pivotal and directly related to her responsibilities, prompting confusion and criticism from the press. The SPP’s explanation for her absence, citing a prior flight, was later found to be inaccurate, further complicating the narrative.
Moreover, inconsistencies have persisted regarding the Commission’s positions on various issues. For instance, journalists reported conflicting messages from spokespersons about whether the EU believed that Russia had interfered with GPS signals during a flight carrying von der Leyen. Such discrepancies contribute to a perception of disarray within the Commission’s communication strategy.
Challenges in the communication structure
Another factor complicating matters is the recent appointment of a communications advisor to von der Leyen’s cabinet, which some argue may create tension with the SPP. Alexandra Henman, previously the deputy spokesperson for the European People’s Party, was brought on to enhance communication strategies. However, concerns persist over potential overlap and confusion in roles.
The current structure of the SPP, which has evolved since Jean-Claude Juncker’s presidency, has been criticized for becoming excessively centralized. This shift has led to a bottleneck in information flow, as spokespersons often await approval from the president’s cabinet before disseminating information. The result is a communication landscape that appears both fragmented and reactive, rather than proactive.
Looking forward: the need for reform
As the European Commission grapples with internal and external pressures, the need for a more coherent communication strategy becomes increasingly urgent. Observers suggest that without significant reforms, the Commission risks further alienating both the public and the press. The current communication model, which some argue relies too heavily on strict hierarchical controls, hampers the SPP’s ability to operate effectively.
Since assuming office for her second term in December, von der Leyen’s communication strategy has received criticism for being opaque and inconsistent. This situation is alarming, especially as the European Union navigates a complex political landscape characterized by rising anti-European sentiments and diminishing global influence. Effective communication is essential during such turbulent times, yet many insiders express dissatisfaction with the current state of affairs.0
