The paper analyses the determinants of communication and teaching about the European Union. The article was based on data collected through in-depth focused interviews. Its aim was to identify the challenges that are associated with carrying out educational and communication tasks of the EU and to learn about best practices in this area. In the opinion of the participants, the activity, in order to be considered worthy of imitation, should be addressed to specific, defined audience groups. Children and adolescents were defined as the most important. The examples of best practices include those related to education, the activities of EU information centres and public speeches.