Masterclass -
Through projects such as the “European Green Deal”, “Next Generation EU” and “Fit for 55”, the European Union has confirmed its rather systematic use of policy branding as public communication strategy. Policy branding can be defined as adding a brand element as an informational cue to policies to trigger citizens’ perceptions and associations.
The masterclass will therefore seek to analyse this policy branding strategy undertaken by the EU while establishing whether it is proving effective in promoting its main flagships initiatives.
It will also be considered whether EU policy branding positively affects people's trust in those policies and whether policy brands are effectively taken up by media actors.
Panelists:
• Elena Linczenyiova, Director for Content and Policy – ICF Next
• Tim McPhie, Spokesperson for Climate Action and Energy – European Commission
• Hervé Paques, EU Strategy Director – Ogilvy Social.Lab
• Roberto Tomasi, Communication strategist on the NextGenerationEU campaign – European Commission
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Protagoras was created in order to build bridges between academic research and political and public communication professionals. The laboratory is part of an approach which promotes research that takes into account the global evolution of communication practices and its impact on the media landscape.
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