Strategic Communication
The "EU team" for "strategic
communication directed toward the countries of the
Eastern Partnership and Russia" (EU's "East
StratCom Team") was launched on the initiative of
the EU foreign ministers (January 29, 2015), the
German government has confirmed in its response to
a parliamentary interpellation by the Left Party
in the German Bundestag. On March 19, the European
Council had officially commissioned EU foreign
policy chief, Federica Mogherini, to prepare an
"Action Plan on Strategic Communication" to
counter Moscow. In early April, the European
External Action Service (EEAS), led by Mogherini,
began to establish the team and elaborate an
"Action Plan," which was presented by Mogherini on
June 22. The document describes the work of the
team, which was officially launched on September
1. It is formally integrated in EEAS' "Strategic
Communication Division" and has about ten
functionaries, who had previously worked in other
EU institutions or for EU member states. The
German government is emphasizing its "working
contacts to all members" of the EU's "East
StratCom Team."[1]
Classical PR
As described in the "Action Plan
on Strategic Communication" the EU's "East
StratCom Team" will not only be activated in
relationship to the EU's "Eastern partners" [2]
but also "beyond," which, according to the German
government, is referring to Russia. The "Action
Plan" calls for the team to draw up dossiers on
themes in which the EU is being unfavorably
depicted from the outside, or in which Brussels is
victim of "disinformation campaigns."[3] The
German government has confirmed that this is aimed
at "transmitting to the public" the substantial
position of the EU, "like the public relations of
governments, parties, associations etc."[4] -
therefore, classical PR. The EU's "East StratCom
Team" will place their PR products at the disposal
of the EU's political leadership, press services,
EU delegations, and EU Member States, according to
the "Action Plan." This means that Brussels will
be given a strictly coordinated public image.
Communication Campaigns
In addition, the EU's "East
StratCom Team" is to develop "communication
campaigns," targeting "key audiences" focused on
specific issues deemed "of relevance" to those
audiences, including "local issues." The German
government specifies "the local population" as an
important targeted audience. The EU's "Action
Plan" specifies other targeted audiences: "young
people," "members of academia" (including
scholarship holders of the "Erasmus plus" program)
and "civil society." Therefore, the focus is on
urban middleclass milieus, who, in large parts of
Eastern Europe, nourish hopes of advancing through
cooperation with the West. Ukraine's urban
middleclass was the backbone of the Maidan
protests.[5]
Media Networks
Furthermore, the EU's "East
StratCom Team" is to establish networks with
disseminators in Eastern Europe, to "maximize the
impact and effectiveness of its communications
activities."[6] "Journalists and media
representatives" are named as central components
of these networks, whose objective, according to
the "Action Plan," is "to better communicate EU
policy." Journalists from the region will receive
targeted training "to better enable them to report
on issues of relevance to local populations." In
addition, they will become part of a network of
journalists from other East European countries.
The "Action Plan" includes "maintaining contacts
also to civil society actors." The EU delegations
in the targeted countries should support the
coordination of these efforts. These networks are
explicitly aimed at carrying out political
activities. They are intended to "act as advocates
for local reform efforts," according to the
"Action Plan." Financial support, as the German
government explains, will not come from the EU
team, but rather be provided "by various financial
instruments of the European Commission as well as
by EU member states."
Cooperation with NATO
NATO is also one of the EU's "East
StratCom team's" cooperation partners. The German
government admits that the Task Force is working
with the Center of Excellence for Strategic
Communication (CoE StratCom) headquartered in
Latvia's capital, Riga. Though "until now, there
has been no official cooperation," explains Markus
Ederer, State Secretary in the German Foreign
Ministry, "however, contact is maintained for
technical purposes and for an exchange of
information." The EU's "East StratCom team" sends
"weekly reports on Russian information activities
to the CoE StratCom."[7]
More Important than Tanks
According to the German
government, the EU's "East StratCom Team" is
exploring possibilities of cooperation with the
state-financed Deutsche Welle. The team has
already "developed a panorama" of the Deutsche
Welle's activities in Eastern Europe - with the
intention of "identifying possible synergic
effects and thereby contributing to more
coherence," explained State Secretary, Ederer. The
Deutsche Welle, has appreciably expanded its
activities in the Baltic countries - targeting the
Russian-speaking minorities with their broadcasts.
These minorities are massively discriminated
against, particularly in Estonia and Latvia.
Because of their close personal ties to Russia,
they are suspected of potential disloyalty. (german-foreign-policy.com
reported.[8]) In May, for example, the Deutsche
Welle entered a cooperation agreement with
Estonia's ERR public radio station, in which the
Deutsche Welle would provide its Russian-language
broadcasts and advanced training to ERR
journalists. September 28, together with ETV+, ERR
launched Estonia's first Russian-language
television channel. It is reported that, in its
efforts to counter the influence of Russian Media
on Estonia's Russian-speaking minorities, ETV+ is
not only benefiting from the support of the
Deutsche Welle, but also that of NATO. According
to a report broadcast by the German public ARD TV
channel, NATO is financing the technical
furnishings of its regional studios. There is a
good reason for ERR's Assistant Director, Ainar
Ruussaar, declaring that "today, journalism can be
more important than a tank."[9]
Please find excerpts from the
"Action Plan on Strategic Communication" here.