When it comes to defining guidelines for the EU, everyone – i.e. EU institutions / professionals, commentators and citizens – agrees that the EU should promote values such as transparency and dialogue. The growing interest in online communication tools these last two years is a natural trend to make out of this trend a reality. For months, we have been hoping for a change, I also have. As time is passing by, I am however more and more concerned about the real will of the EU to enter into this new era.

We’ve already seen how active  the European Parliament has been since the 2009 elections campaign, acting as a pioneer in online and alternative communications. The Commission is however still capable to catch up.

The recent revamp of Europa’s homepage or the open letter from editors for a more transparent communication are going in the right way. But what will happen now that the DG Communication is about to disappear with its former head Margot Wallström moving to the UN? Viviane Reding, currently at the head of DG Infso and upcoming JLS(+Communication) Commissioner is already prepared for the next communication move.

In a recent internal document sent just before Christmas 2009 to her teams, Viviane Reding, via her head of cabinet, presented a communication roadmap for the next years to apply to the whole Commission. In over 30 slides, it is explained in details how communication should be carried out in order to efficiently target media and citizens, defining primary communicators (e.g. Commissioner & spokespersons), methods to use (with clear, logical and concise materials) and tools, the latter being particularly interesting (cf. screenshot below)…

One could summarize the toolbox with 3 main tools: PRESS memos, PRESS releases and PRESS conferences. Strangely, there is no mention at all of words like “new media”, “web” or “online”. This is a real paradox whereas buzz words “à la 2.0″ are in everyone’s mouth in Brussels.

In the end, what can be the impact of a few motivated civil servants acting for the use of more web against the direction’s guidelines? Is online communication only a gadget which might accidently be mentioned in a strategic presentation? Clearly, there is a contradiction between the latest speeches and strategies. Who will get out of this match as a winner? Hard to say, but definitely not citizens! Can the EU afford a greater separation with the people? Of course not!