Event Reports
Media experts, press spokespersons and EU representatives were discussing citizens’ trust in the European and national institutions, the role of the EU Member States for democracy, the safeguarding of social cohesion and political stability in Europe.
"A professional information policy and the trust of the public are especially important in times of crisis, if democracy is to be safeguarded. I personally believe in the democratic tradition of Europe and in the EU as a project for peace, wealth and civil liberties." said Spahr in his speech. The KAS expert also mentioned weaknesses associated with democracy in Europe: "We notice that both in terms of democracy and in the EU as such we do not always make progress. Populism is gaining influence. The foreign policy of the EU is not strong and homogenous enough." He emphasised on the role of professional political communication, citing guidelines from the "Declaration of Budva" of the SEECOM association: "Democracy can only be successful in the long run if transparency and openness, inclusiveness and participation of the citizens, integrity and focus on the public interest are guaranteed."
Spahr also commented on the political communication in the post-communist countries in South East Europe, in which the KAS Media Program is operating: "Several government leaders and a large number of ministers still do not have a specialised press spokesperson, that makes statements on their behalf. Agenda setting is not being practiced consequently." The reasons for that are diverse and "only partly due to lack of resources or lack of experience. It has more to do with a political culture that is still in transition." Some top politicians have just recently started to follow professional PR advice.
The KAS expert revealed that professional media relations on the part of the politicians are needed for effective public communication. On the basis of current surveys of KAS Media Program South East Europe in Bulgaria and Romania, he showed that the media in these countries suffer a crisis of confidence. "Governments should not only work on their own PR, but also create a better media environment. That is not primarily a financial question, but one of clever, liberal regulation and agreed-upon values of politicians, journalists and media owners," concluded the head of KAS Media Program South East Europe.
The full speech and a presentation are available online.