| Abstract |
After the rejection of the Constitutional Treaty, as a result of the referendum in France and the Netherlands, The European Commission and the European Parliament have led the strategy to improve communication between the European Union and its citizens. The purpose of this article is to study the EU communication strategy regarding three main aspects: The objectives that the European institutions have designated as priorities in terms of communication, the organizational structure that the European Commission and the European Parliament have chosen to achieve those objectives and the budget that the EU institutions have allocated for their respective Directorate-General for Communication. This method makes it possible to study the communication strategy as a structure. It is based on the premise that the three main aspects must be coherent with each other in order to achieve an efficient strategy. Finally, pragmatic improvement proposals will be made, according to the conclusions reached in the aforementioned. © 2018 University of Deusto. All rights reserved. |
