Rebranding Europe 2024: A bold vision for communicating Europe’s future

Stavros Papagianneas, a leading European communications strategist, presented his latest book, Rebranding Europe 2024 and why communicating Europe is paramount, at the Residence Palace International Press Centre today (3 December). The book, a timely and thought-provoking exploration of Europe’s positioning in a turbulent global arena, sets the stage for a critical discussion about the future of the Union and its ability to communicate its values effectively.

The author makes concrete recommendations for rebranding Europe, focusing on the role of the media, political engagement, the common Eurosphere and education exchanges to deepen links and promote a shared European identity and strategic sovereignty.

Europe is at a crossroads, facing the twin challenges of post-pandemic recovery and the fallout from geopolitical upheavals such as the war in Ukraine. Stavros Papagianneas’ book, a fully revised and expanded edition of his 2017 work, provides a roadmap for how the European Union can reclaim its leadership role on the global stage.

The author emphasizes the need for Europe to strengthen its multilateral partnerships, protect democratic values and ensure strategic sovereignty in critical sectors such as energy, technology and infrastructure. “The EU is at a defining moment,” said Papagianneas. “To secure its future, Europe needs to communicate a clear and compelling vision to its citizens and the world. It’s not just about politics – it’s about trust, identity and shared purpose.”

A debate that inspires action
The book launch featured a dynamic debate with influential opinion leaders, including Laurențiu Plosceanu, Vice-President of the European Economic and Social Committee (EESC). The discussion highlighted the urgent need for better communication strategies to bridge the gap between the EU institutions and its citizens.

Papagianneas stressed that effective communication is not just an option, but a necessity for the survival of the EU. “We live in an era of disinformation and growing authoritarianism. Europe must lead the way in promoting democracy and human rights. But to do so, it must first win the hearts and minds of its people.”

Plosceanu, who has long championed the role of the media in shaping Europe’s public sphere, said: “The European Union needs to be able to square the circle between reacting to external threats that concern all member states on the one hand side, and to offer solutions adapted to national realities on the other handside. In terms of communication, it is important to explain the big challenges that we are all facing regardless of nationality and location. The Economic and Social Committee (EESC) can contribute to the acceptance of European policies.”

A vision for the future
Europe is facing its most significant crisis since World War II. Rebranding Europe 2024 is the wake-up call and guide that the continent needs. The book makes it clear that communicating Europe’s added value to its citizens is as important as the policies themselves.

“Europe must embrace a new narrative,” the author concluded. “We cannot afford to hide behind closed doors any longer. We must tell our story – the story of unity, democracy, and shared prosperity – boldly and clearly.”

The presentation and debate was moderated by Colin Stevens, chief editor of EU Reporter, who also acknowledged that that the vital role of media in the development of a European public sphere. “We, the media, have to explain again and again that Europe concerns everybody. And we have to do this every day of the week. European topics should have a more important place in European media, also at the local level”.

Rebranding Europe 2024 is available now in bookstores and online retailers.
Contact: Stavros Papagianneas [email protected] +32 477 29 61 30

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