Strategic communication as a key pillar of EU enlargement: ECE Brussels at the ALDA webinar

Screenshot of the ALDA webinar titled “Western Balkans Enlargement: Building Our Common European Future”, 11.12.2025, Brussels, Bojan Kordalov keynote speaker

The European Centre of Excellence (ECE Brussels) contributed to the ALDA – the European Association for Local Democracy online webinar “Western Balkans Enlargement: Building Our Common European Future”, held on 11 December 2025, with a focus on how EU enlargement can be communicated in a clearer, more understandable and citizen-centred way.

ECE Brussels was represented by Bojan Kordalov, Director of Policy and Communications at the European Centre of Excellence and a senior EU expert in strategic communication, EU visibility, digital transformation and AI literacy. His intervention, titled “From Brussels to the Balkans: Making Enlargement Understandable, Visible, and Relevant – Effective Strategies for Enlargement Communication”, addressed the growing importance of communication as a pillar of the enlargement process.

A positive and constructive narrative from Brussels

In his remarks, Kordalov underlined that, in recent years, the European Commission, particularly DG ENEST and EEAS, has set a new standard in enlargement communication that is honest, supportive, clear and future-oriented. He highlighted the role of Commissioner Marta Kos in promoting a narrative that openly addresses both progress achieved and reforms still required, while treating EU Member States and EU candidate countries as equal partners in a shared process.

He stressed that EU enlargement is not a one-directional exercise, but a joint investment in democracy, stability, economic security and the future of citizens across Europe. The standards and reforms linked to accession, he noted, are equally important for the European Union and for candidate countries.

EU Enlargement back on track and high on the EU agenda

Kordalov also pointed to the renewed political momentum around enlargement, emphasising that over the past months Brussels has hosted numerous high-level events, policy debates and strategic discussions dedicated to the EU accession, including forums, growth plan discussions and Council-level briefings.

This, he noted, confirms that enlargement is firmly back on the EU agenda and represents one of the European Union’s core strategic priorities. For communicators, this political commitment provides a solid foundation, as effective communication cannot exist without visible political will.

From institutional language to citizens’ real lives

A central message of the intervention focused on the gap between institutional language and citizens’ everyday realities. While the enlargement process is often communicated through technical terminology, legal procedures and complex documents, citizens experience reforms through their impact on daily life.

Kordalov stressed that the task of communicators is not to oversimplify the process, but to translate it into clear and meaningful messages that explain how reforms affect employment opportunities, local services, digitalisation, healthcare, education and mobility. He highlighted the importance of joint communication efforts by EU institutions and national authorities to develop inclusive, human-centred communication.

Screenshot of the ALDA webinar titled “Western Balkans Enlargement: Building Our Common European Future”, 11.12.2025, Brussels

Addressing politicisation and disinformation

The intervention also addressed the challenge of politicisation of the enlargement process in some EU candidate countries, where enlargement narratives are sometimes misused either to justify corruption or to delay reforms for political or personal interests. Such practices, he noted, undermine public trust and create fertile ground for disinformation.

According to Kordalov, transparency, factual communication and visible reform results remain the most effective response to politicisation, helping to restore trust and clarity in public debate.

Making enlargement understandable, visible and relevant

Concluding his contribution, the Director of Policy and Communication at ECE Brussels, Bojan Kordalov, outlined three practical communication reflections: the need to localise enlargement communication by actively involving municipalities and local institutions; the importance of highlighting the concrete impact of reforms rather than only legislative actions; and the necessity of strengthening media, digital and AI literacy, particularly among young people and women.

He emphasised that a society capable of understanding information is better equipped to engage in informed debate and democratic decision-making.

A shared narrative for the future

The intervention finished with a call for a shared narrative that presents enlargement not as a political abstraction, but as a story about better lives, stronger institutions and a more stable and secure Europe. Clear, transparent and human-centred communication, Kordalov noted, is essential for building trust, which remains the foundation of every reform process and future EU membership.

More information for the webinar

The “Western Balkans Enlargement: Building Our Common European Future” event was organised in the framework of the BOOST: Balkans for Optimising Opportunities, Sustainability and Transformation of Civil Society initiative and brings together civil society organisations, local authorities and BOOST grantees from across the Western Balkans. The discussion focused on the 2025 EU Enlargement Package, its key findings and implications for the region, as well as the role of local actors and civil society in shaping a shared European future.

The webinar also featured contributions from Monika Csáki (Directorate-General for Enlargement and Eastern Neighbourhood - DG ENEST, European Commission), Monika Zajkova (Member of Parliament, North Macedonia and Member of the National Council for EU Integration), Sara Arslanagić (Deputy President, Municipal Council of Centar–Sarajevo), Anja Bosilkova-Antovska (Head of Policy and Advocacy, BCSDN) and Katica Janeva, Director ALDA Balkans Regional Office. The discussion was moderated by Emir Ćorić, Policy and Community Engagement Officer at ALDA.