External Communication in the Public and Private Sectors of the European Union. Impact on Business Owners, Clients, and Communities

Over the past few years, the landscape of external communication has shifted significantly. These changes haven’t happened in isolation — they’ve been shaped by rapid technological progress, evolving consumer expectations, transformations in the business world, and new regulatory developments, particularly within the European Union. This research began with a straightforward but essential question: how can organizations, both in the public and private sectors, rethink their communication strategies to stay relevant in today’s fast-changing environment?

To explore this, I looked closely at a wide range of sources — official EU and national documents, communication strategies, surveys, and research studies, both from within Europe and beyond. But documents alone don’t tell the full story. I also spoke directly with people working in the field: communication experts, entrepreneurs, public institution leaders, NGO representatives, and members of the media from across Europe. These conversations provided real-world insights that went far beyond what’s typically found in reports or academic papers.

In addition, I carried out a bibliometric analysis to map out the academic landscape surrounding external communication in the EU. This helped me identify not only key trends and influential authors, but also how Europe compares with other regions in terms of research focus. Looking at citation patterns, co-authorship networks, and thematic clusters gave me a better sense of how this topic is evolving and which voices are shaping the conversation.

One of the clearest findings is that personalization is no longer optional — it’s becoming a core element of effective communication. Whether addressing customers, citizens, or other stakeholders, organizations need to craft messages that speak directly to each group’s needs and concerns. Another major trend, closely linked to EU policy priorities, is the rising importance of environmental responsibility. More and more, people expect transparency about what companies and institutions are doing in terms of sustainability. Communicating these efforts clearly, both inside and outside the organization, is not just good practice — it’s becoming essential.