montenegro, komunikaciona strategija eng

7/28/2019 Montenegro, Komunikaciona Strategija ENG

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COMMUNICATION

STRATEGY

FOR INFORMING

THE PUBLIC ONTHE EUROPEAN UNION

AND PREPARATIONS

OF MONTENEGRO

FOR MEMBERSHIP

2010 2014

Government of Montenegro

Ministry for European Integration

June 2010


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EDITORS FOREWORD 5

INTRODUCTION 7

OBJECTIVES AND APPROACH 11

TONE, LANGUAGE AND MESSAGES 14

TARGET GROUPS15

PARTNERS 20

COMMUNICATION CHANNELS AND FORMS 24

FINANCING 26

IMPLEMENTATION 28

MONITORING AND EVALUATION 29

INFORMING ON THE COURSE OF NEGOTIATIONS ON EU MEMBERSHIP 30

CONCLUSION 31

C O N T E N T S


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E D I T O R S F O R E W O R D

Today,theEuropeanUnionis a community o 27 European states, where a popula-tion o around 00 million people lives on 4.3 million km2 (7% o the world population thatcreates almost a third o the world GDP) and where ocial communication is conductedin 23 languages, where common policies are realised through a very spread mechanism oinstitutions which are unied and regulated by the EU Acquis Communautaire.

EU is the biggest world trader and a big market that also oers possibilities or the

benets o economic integration o smaller economies, and gives a ramework or devel-opment o the rule o law, strong institutions and business environment arranged or thestrategic development partnerships.

The Union symbolises stability, saety, economic prosperity and common values orall European nations. At last, integration into European structures is becoming the keyleverage o growth o the lie standard and prosperity o a country.

We can say that upon coming into orce o the Lisbon Treaty EUpassedthetestofinstitutionalconsolidationand readiness to conront with the competition challengesbrought by the 21st century. EU is a serious partner with a vision and who will be reliable inthe international scene in the coming decades.

SeveralEuropeancountriesareknockingattheEUdoorandMontenegrois

oneofthem.Ater ve waves o enlargement, or the remaining European countries thatare not in the EU, especially or the countries o the Region, integration into the EU repre-sents a middle-term strategic priority.

For Montenegro, EU membership is a real and accomplishable goal. Thereore, citi-zens o Montenegro should be better inormed about the European Union, in order tounderstand better, perceive, accept and live. Hence, our task is to introduce citizens withthe concept o the European Union and to explain to them what the obligations o Mon-tenegro are, on the way towards a ull membership in the Union. Since the communica-tion is a two way process, it is also very important to obtain eedback rom dierent targetgroups and to establish good cooperation with them.

Thereore, this Communication Strategy gives guidelines or better inorming and

education o the public, with the aim o accomplishing bigger degree o citizens under-standing o European integration reorm and their active participation in it.

Pro Gordana UROVI Minister of European Integration


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I N T R O D U C T I O N

Accession to the European Union is an objective o the state policy o Montenegro, whose

ullment requires implementation o intensive and comprehensive measures.

The Ministry or European Integration, as the one competent or managing the European

integration process, recognises its role in this process and, led by the strategic objective o the

Government o Montenegro and its 2010 Work Programme, committed itsel to prepare the

Communication Strategy or Inorming the Public on the European Union and Preparations

o Montenegro or Membership 2010-2014, thus responding to realisation o this important

state project.

On 1 October 2007, just over a year ater gaining independence, the Stabilisation and

Association Agreement between Montenegro and EU was signed; it has been ully ratied by

the EU Member States and it entered into orce on 1 May 2010. First session o the Stabilisation

and Association Council o the representatives o the Government o Montenegro and

the European Commission was held in Luxembourg on 14 June. Implementation o SAA

and other numerous activities related to association will enable achievement o European

standards, in particular as regards strengthening o the democratic political system and

urther improvement o the economic system, ensuring ree movement o goods, services,

persons and capital, GDP growth, greater infow o oreign direct investments and enhancedregional cooperation.

Montenegro submitted its application or EU membership on 19 December 2009. Ater the

EU Council o Ministers on 23 April 2009 made the decision to implement the procedure

laid down in Article 49 o the Treaty on European Union, Mr. Olli Rehn, EU Commissioner

or Enlargement, presented the EC Questionnaire, containing 2178 questions, to Mr. Milo

ukanovi, Prime Minister o Montenegro, on 22 July 2009. Prime Minister ukanovi

submitted answers to the Questionnaire to Commissioner Rehn on 9 December 2009 in

Brussels. To 673 additional questions Montenegro answered on 12 April 2010.

Process o Montenegros accession to the European Union requires ability o assuming not only

the obligations and responsibilities arising rom membership, but benets o membership as

well. Success in realisation o this process implies well-inormed citizens o Montenegro and

their support.

There is a general consensus in Montenegro regarding membership in the European Union.

All important political and social entities, all parliamentary parties and the civil sector give

their support to the European integration process.


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In spite o the publics strong support to membership o Montenegro in the European Union,

public opinion polls show that the majority o citizens do not have satisactory knowledge

about the European Union, integration process and Montenegros position in this process,

as well as that reasons or this could be ound in inadequate perception and insucient

inorming o citizens and expert public in Montenegro.

Thereore, citizens and expert public should be provided with more inormation on rights

and obligations arising rom the membership, as well as on advantages, deciencies, benets

and costs o EU membership, sector by sector. For that reason, strategic objectives o the

Communication Strategy are primarily ocused on the domestic public, in order to make them

objectively inormed on the European integration process, with emphasis on representatives

o sectoral policies and all other public and private proessional structures, simultaneously

inorming them and motivating them or urther improvement o their operations.

Data obtained through public opinion polls conducted thus ar have proved the necessity

o developing a new communication strategy in order to keep the level o pro-European

orientation o the domestic public, through ull inorming o citizens and proessional and

expert public.

Furthermore, apart rom inorming the domestic public as one o the main aspects o the

Communication Strategy, its advantage also lays in its direction towards inorming the

international public on Montenegros progress in adopting European values and standards,

with the view to improving overall international image o the country as the nal objectiveo this strategic document.

The rst Communication Strategy on Inorming the Public on Montenegros EU Association

Process was adopted in 2004. Implementation o this Strategy was characterised by

signicant cooperation with non-governmental organisations, which have, independently

or in cooperation with the Ministry or International Economic Relations and European

Integration, Secretariat or European Integration and other institutions at the local and state

level, implemented their programme activities related to ullment o benchmarks dened

in the Strategy.

In the meantime, dynamics o the EU integration process and obligations that Montenegro

has ullled in accordance with requirements and criteria resulted in the need or preparing

a new document, which will dene guidelines or inorming and communicating with the

public on the process o Montenegros accession to the EU.

In that sense, cooperation between the Ministry or European Integration and other state

administration bodies and non-governmental organisations will be continued in the


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orthcoming period, while guidelines or realisation o joint and separate programmes will

be dened through Action Plans or implementation o the new Communication Strategy.

The new Communication Strategy represents the strategic document related to inorming,

promotion and mobilisation o the public (citizens, organisations, institutions, proessional

structures) in the process o Montenegros integration into the EU.

In drating this Strategy, signicant cooperation has been established with representatives o

the civil society in Montenegro (non-governmental institutions, media, business community

and universities in Montenegro) as well as with representatives o the international

community.


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The mainobjective o the Communication Strategy is to raise awareness o the domestic

public on all aspects o the EU accession process, to better understand rights and

responsibilities arising rom membership, to raise the level o proessional knowledge within

public and private organisations and institutions, as well as to inorm the international public

on the progress that Montenegro makes in adopting European standards and values.

The concreteobjectiveso communication about the EU are the ollowing ones:

provision o reliable, easily accessible and understandable inormation;

overcoming o ungrounded and wrong stereotypes about the integration process;raising the level and quality o public debate;

emphasising the advantages raising rom the EU membership;

emphasising the responsibilities and obligations arising rom the EU membership;

mitigating unreal expectations in the domestic public;

raising the level o general and proessional inormation o individuals and structures

within the state administration, local sel-governments and other institutions and

organisations;

raising the level o general and proessional inormation o individuals and structures

within the academic, economic and civil sectors (universities, academic circles, NGOs,

media, trade union, proessional associations).

FourbasicaspectsotheCommunicationsStrategyareasollows:

Inorming

Education

Promotion / Public advocacy

Mobilisation

Inorming implies dissemination o comprehensible inormation on various aspects

o the European integration process o Montenegro. The emphasis is put on broadening

target groups knowledge on EU, its institutions, decision-making process, its programmes osupport, as well as on the activities carried out or planned by the Government o Montenegro

and its partners in the process o EU association (universities, NGOs, media, trade union,

proessional associations) and work o the European institutions related to integration and

EU enlargement processes.

Besides the general and specic (sectoral) topics, the communication will also encompass EU

support programmes such as IPA which is primarily directed at the support or harmonisation

O B J E C T I V E S

A N D

A P P R O A C H


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o national legislation with the EU acquis communautaire, institutional building and

strengthening o administrative capacities or the process o European integration,

development o civil society, improvement o the regional and cross-border cooperation,

as well as the support to the preparation or using structural unds. Part o the IPA unds is

intended or the inrastructural projects.

The Ministry o European Integration will regularly inorm target publics on calls o the EU or

submitting project proposals. Special attention will be directed on training o dierent target

groups or writing quality project proposals suitable or application or EU unds.

It is very important that target groups are amiliar with positive as well as with unpopular

aspects o the integration process (investments into integration obligations, more rigorous

technical regulation or the goods market, etc.). This actually means that, besides the

armation o positive values and benets rom the EU membership, special attention will

be dedicated to reorms which Montenegro needs to carry out on the way o accession

to the European Union, and which can be negatively perceived in the home public. These

unpopular reorm processes need to be presented in the broader context o improvement

o lie quality that will be brought by the membership in the European Union.

Furthermore it is necessary that, ollowing the dynamics o the accession process, the

mentioned reorm processes are identied in continuity and that, accordingly, the content o

messages and techniques o communications are regularly revised and adapted.

Education involves regular and alternative, long-term and short-term, general and specic

programmes o education o citizens and individuals coming rom various proessional

structures about dierent stages in the European integration process and all other

more specic areas directly or indirectly related to the European integration process o

Montenegro.

Promotion/Publicadvocacyis aimed at intensiying and keeping the level o pro-European

attitude, through active dialogue with target groups, and responding to questions and

challenges aced by citizens/stakeholders, which observe the European integration process

with reserve, in order to develop the pro-European attitude among them as well. Thereore,

it is necessary to continuously promote EU values, eorts made and results achieved by

the Government o Montenegro as well as results achieved through joint activities o theGovernment, civil sector and other segments o the society in the process o EU association

(universities, media, trade union, proessional associations).

Mobilisation relates to motivating target groups to take active part in the process o European

integration. It also implies proessional preparations o participants or their roles in the

integration process, establishment o networks o organisations, institutions and individuals

that will actively participate in this process, mobilisation o the public and stimulation o


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development o civic spirit and awareness, all with the purpose o strengthening responsibility

o citizens that will themselves contribute to the quality o reorm implementation process

and democratisation o Montenegro.

A p p r o a c h

Key principles o the Communication Strategy are decentralisation,exibilityanddia-

logue.

The Ministry or European Integration, as the institution competent or proposing and

implementation o the Communication Strategy, will carry out communication activities

in partnership with the civil sector and other national and international entities that willparticipate in various stages and aspects o implementation o this Strategy.

Since the EU association is a dynamic process and the reorm ocus and public attitude

will change over the time, the Communication Strategy and its annual action plans will be

subject to constant monitoring, evaluation and modication perormed by an expert team

composed o representatives o the Ministry or European Integration, the Governments

Bureau or Public Relations and non-government, as signatories to the Memorandum on

Cooperation1.

Interaction in communication and dialogue will be the undamental principles in implementation

o the Communication Strategy, through which the target public will have the possibility torespond and shape the communication approach itsel.

Communication objectives laid down in annual action plans must be concrete, measurable,

objective and reliable.

Just like the ormer one, the new Strategy will be elaborated through annualactionplans

prepared, year by year, bytheMinistryorEuropeanIntegrationincooperationwith

representativesothecivilsector, signatories to the mentioned Memorandum.

The Strategy covers the period up to 2014, when Montenegro should be internally prepared

or membership in the EU.

1 Memorandum on Cooperation in the area o European integration was signed by MEI and representatives o 14

NGOs on 1 October 2009. Furthermore, the Memorandum on Cooperation in the area o European integration

was signed with 16 NGOs rom Bijelo Polje on 3 February 2010.


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Overall communication o the Government and its institutions is based on objective andmeasured approach.

Communication should be based on principles oopenness,transparencyandprovisionoftimely,accurateandrelevantinformation. In that regard, communication should beadapted not only to the time dimension o the process but also to the needs o varioustarget groups. Messages should be conceived or each individual case in order to addressspecic questions and requirements.

Bearing in mind that, apart rom benets, Montenegros obligations and responsibilitiesshould be emphasised as well, thegeneraltone o communication should refect a realisticoptimism regarding the urther association process and uture position o Montenegro inthe European Union.

Special attention should be devoted to the language used in communication.

The language, messages, contents and scope o communication will be adjusted totarget groups and individual programmes and activities. For particular target groups, thelanguage and contents o communication should be simple, i.e. adequate and graspableor those to whom it is addressed. Moreover, unied terminology should be used.

Since the communication is based on targetmessages, they should be attuned to thedynamics and target public, simultaneously meeting the specic requests and needs othe public.

T O N E , L A N G U A G E

A N D M E S S A G E S


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T A R G E T G R O U P S 2

2 Having in mind dynamics o the accession process and taking into consideration principles o fexibilty and

rationality, this principal division into target groups will be more precisely dened in annual communication

plans, on the basis o public opinion polls.

Considering the comprehensiveness and importance o the EU accession process, the new

strategic approach will be ocused on establishing communication with as wider spectrum

o domestic and international target public as possible.

Communication with the public will be developed at the national and international level.

N A T I O N A L L E V E L O F C O M M U N I C A T I O N

The national level o communication relates to target groups in Montenegro. Due to the act

that the process o Montenegros integration in the EU aects all social groups, target groups

and adequate communication channels and orms should be precisely dened.

Thereore, main target groups in Montenegro are the ollowing:

Multipliers (public opinion shapers);

Youth;

Changes-sensitive groups.

M u l t i p l i e r s

Multipliers are target public which has a signicantinuenceonmobilisationoother

targetpublicsandormationotheirattitudes . Thereore, they should be involved in the

process also as partners in communication.

We consider the ollowing to be multipliers:

1. media

2. members o the Parliament

3. political parties

4. trade unions

. commercial and proessional associations

6. education institutions (o all levels)

7. non-governmental organisations

8. religious organisations

9. state institutions

10. local sel-government

11. local associations


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Y o u t h

This target group includes the part o population or which the accession to the EU is o the

special importance and which will have the greatest benet o it. The young will infuence

the involvement o their amilies, riends, colleagues and all who they have contact with.

Communication activities will be ocused on concrete needs and expectations o young

people. The basic objective o the communication with this target public is raising

awarenessoEuropeanvaluesandstimulationotheyoungtotakeactiveparticipation

intheprocessoEuropeanintegration.

The young include as ollows:

1. pupils o elementary schools

2. pupils o secondary schools

3. students

C h a n g e s - s e n s i t i v e g r o u p

This target group includes those categories o population thatarehardtoreachandthat

especiallyneedexplanationsonthereasonsoaccession.

The group includes the ollowing categories o population:

1. retired persons

2. armers

3. rural population

4. unemployed persons

. employed in the SME sector

6. management structures o bigger economic systems

7. disabled persons

I N T E R N A T I O N A L L E V E L O F C O M M U N I C A T I O N

Further progress in European integration in Montenegro, especially ater acquiring the

candidate status and opening o pre-accession negotiations, will need signicant support o

public in the EU member states, which will require urther eorts in improvingtheimageo

thecountryininternationalpublicandpromotingitssuccessinacquiringEUstandards

andvalues.


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Two target publics in international level:

1. creators o international public opinion and decision makers2. general public in EU member states

C r e a t o r s o f i n t e r n a t i o n a l p u b l i c o p i n i o n

a n d d e c i s i o n m a k e r s

This target public includes oreigndiplomaticmissionstoMontenegro,Delegationo

the European Union, EU institutions and ofcials, representations o international

organisations in Montenegro, oreign academic institutions, international non-

governmentalorganisationsandoreignmedia.

Creators o international public opinion and decision makers represent an important target

public considering that their positions have crucialinuenceon ormation o public opinion

in EU member states as well as on process o making the political decisions within the EU.

The aim o communicating with this target public is raisingawarenessoprogress that

Montenegro has achieved in ullling the requirements or accession to the EU, creation o

network o EU contacts as well as other activities on promoting and building positions and

capacities o Montenegrin institutions and organisations.

Montenegrin diplomatic missions and consular posts to EU member states play signicantrole in representation o the state abroad. In coordination with line authorities, through

concrete activities, they will contribute to the promotion o the countrys positive image and

will present to target oreign publics the achievements o Montenegro in various phases o

the association.

Creators o public opinion and decision makers should be provided with due, accurate and

objective inormation on progress that Montenegro has achieved in the ollowing areas,

crucial or the European integration process.

a) Fulllingthekey criteriaoaccession

Democracy and rule o lawHuman rights and protection o minorities

Regional cooperation and ullment o international obligations

Armation o good-neighbourly cooperation in the areas o common interest

The existence o unctional market economy

The ability to cope with competitive pressure and market orces within the EU


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b) AdoptionoEuropeanstandards

Harmonisation o national legislation and policies with Community law in thearea o internal market, sectoral policies and Justice, Freedom and Security.

Development o administrative capacities or adoption and enorcement o

European standards.

Also, ollowing the principle o dialogue, the inormation obtained in communication with

this target group will have signicant part in ormation o urther communication activities.

G e n e r a l P u b l i c i n E U M e m b e r S t a t e s

This target group is actually conglomerate o great number o various target publics. The

adoption o communication approaches or each individual target public, within this

extremely various target group, would require engaging signicant nancial and human

resources. Thereore, it is necessary to identiy communication priorities and messages o

general character.

In this respect, the communication activities should be developed in twodirections:

improvementothecountryimage, that is raising the awareness in EU member

states o general civilisation, historical, cultural, economic and natural values and

eatures o Montenegro and

communicationoconcreteareas or which there is an interest o public in

certain EU member states

The Strategy does not tend to address the area o public diplomacy in detail as well as the

nation brandingo Montenegro, but it is evident that specic activities in creation ocompetitive

identity in international public are certainly needed, or better perception o Montenegro

in EU member states and greater support o international public in its accession to the EU.

This certainly implies the need that all the activities envisaged within this Strategy should

be linked to broader eorts devoted to building the international image o Montenegro and

Development strategy o its public diplomacy.

Concrete areas o inorming the general oreign public have been dened on the grounds o

public opinion poll in the EU member states on urther enlargement, conducted in February

2009 3. The survey identied the number o areas, perceived by the citizens o EU as especially

important when considering the uture EU enlargement.

3 Flash Eurobarometer Series #27, February 2009- The results o poll vary among countries. Basically, it indicates

the areas on which the research o public in EU member states will be ocused on (in some countries it is the

issue o democracy, whilst in others cultural and religious meters are central to the polling).


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In accordance with the results o this survey, inorming the public in EU member states will

be ocused on ollowing general areas:

1. reedom and democratic values

2. economic issues

3. emigration issues

4. cultural and religious issues

D i a l o g u e a n d f l e x i b i l i t y

Accession o Montenegro to the EU is dynamitic and complex process. The implementation

o necessary reorms shall result also in swings in public opinions mood regarding the EUmembership. Following the principles o dialogue and fexibility, the continuous review and

adjustment o messages content and communication techniques are o utter importance,

complying to uture international public opinion polling and inormation obtained rom

concrete target groups and having in mind the extreme heterogeneity o this target group

and dynamic change in circumstances and subject o communication.

In accordance with the principle o fexibility, the content o communication must be adjusted

to specic interests o public in certain countries 4.

4 For example: Public in Italy, Malta and Great Britain nd the issue o immigration very important, while the

stability in EU borders is important question in Slovenia, Estonia, Greece and Finland- Flash EB Series#27).


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The accession to the European Union ispriorityobjective o the state o Montenegro. For this

reason, all state authorities and local sel-government authorities, Parliament o Montenegro,

judicial and prosecution authorities and other institutions should assume the responsibility

or raising the public awareness in their scope o work. This implies the establishment and

building o inter-sectoral cooperation and decentralisation o inorming.

Partners in communication include vast spectrum o institutions, organisations and

individuals which infuence, through their activities, the ormation o public opinion and

consequently they are treated in this Strategy as target publics i.e. multipliers (communicator)o messages.

The Government partners in communication with citizens are national and international.

P A R T N E R S I N M O N T E N E G R O

1 . I n s t i t u t i o n s o f M o n t e n e g r o

During the process o association, institutions o Montenegro will bear the greatest part o

responsibility or successul implementation o necessary reorms. They also represent the

key partners in communication, especially when orming and communicating the concrete

messages to sectoral target publics.

Diplomatic, consular, cultural and commercial representations o Montenegro abroad

represent very important partners in the process o communicating to oreign public. In

this regard, it is necessary to provide the appropriate training o diplomatic representatives

in the area o communication- public relations and public diplomacy as well as the smooth

fow o necessary inormation and good coordination between holders o communication

activities in Montenegro and diplomatic, consular, cultural and commercial representations

o Montenegro abroad.

2 . M e d i a

Media have strong infuence on ormation o public opinion (especially TV, according to

public opinion poll). Due to this reason, cooperation with media is especially important in

respect o dissemination o inormation on EU and Montenegrin integration to the EU. The

Government will cooperate with electronic and print media, on national and local level.

P A R T N E R S


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Cooperation with editors and journalists should develop the sectoral approach, which

will enable better inormation o citizens on specic matters related to certain areas (e.g.

economy, environmental protection, education and the like).

3 . N o n - g o v e r n m e n t a l o r g a n i s a t i o n s

When it comes to conveyingtheideaoEuropeanintegrationandpromotionoits

values, in great number o new EU member states non-governmental organisations had a

major role in the process. On the other hand, their resources are extremely important with

regards to more ecient ullment o the Strategys objectives. Considering the accession

experience o new EU member states as well as the signicant contribution that NGOs

make to the process, we may say that non-governmental organisations in Montenegro arerecognized as an important partner who will help achieving the objectives o the Strategy,

through their initiatives, programmes and projects.

4 . C o m m e r c i a l s e c t o r

Bearing in mind the signicance o the EU accession process as well as the changes it

introduces into business environment, theparticipationorepresentativesocommercial

sectoras active partners in implementation o communication activities is important.

In this respect, it is necessary to establish cooperation with representatives o Chamber o

Commerce, Association or Consumer Protection, proessional associations, trade unions

and entrepreneurs.

5 . A c a d e m i c c o m m u n i t y

Universitieswith theirproessional capacities represent indispensable partners. They

may be bearers o set o activities directly connected to the Communication Strategy. The

role o universities is important also because o the infuence they have on ormation ovalues in young people.

6 . L o c a l s e l f - g o v e r n m e n t a n d o r g a n i s a t i o n s

Cooperation with local sel-government, communities and organisations represent an

important elementodecentralisation , one o undamental principles o Communication

Strategy.


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7 . R e l i g i o u s c o m m u n i t i e s

Because o the infuence they have on ormation o domestic public opinion, religious

communities should also be involved, as partners, in implementation o communication

activities.

I N T E R N A T I O N A L P A R T N E R S

1 . D e l e g a t i o n o f t h e E u r o p e a n U n i o n t o

M o n t e n e g r o d i p l o m a t i c m i s s i o n o f E U i n s t i t u t i o n s

Delegation o the EU represents an important contact or Montenegro with the EU insti-

tutions, through which the EU policy towards Montenegro is realised. Regular contacts,

exchange o inormation and dialogue with this partner are necessary so that administration

and decision making level in the EU could have real perception o situation in Montenegro.

The assistance and support o EU institutions, in proessional, organisational and nancial

aspect, are o the extreme importance throughout the accession process.

It is important to emphasise the EU assistance available to Montenegro through IPA unds,

participation o Montenegro in Community programmes, regional projects and initiatives

as well the organisation o joint conerences, round tables and regular meetings withrepresentatives o European institutions and member states and with the EU Delegation in

county.

2 . D i p l o m a t i c , c o n s u l a r , c o m m e r c i a l a n d c u l t u r a l

m i s s i o n s o f E U c o u n t r i e s t o M o n t e n e g r o

Through embassies, consulates and other missions o EU countries to Montenegro another

signicant communication channel with the EU is established, bearing in mind the role

that governments o member states have in creation o policy o the Union towardsMontenegro.

3 . I n t e r n a t i o n a l i n s t i t u t i o n s a n d o r g a n i s a t i o n s

International institutions and organisations, through international experts, may provide

signicant proessional assistance in realisation o Communication Strategy.


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4 . I n t e r n a t i o n a l f o u n d a t i o n s

International oundations represent important partners concerning the realisation o theCommunication Strategy. Besides the regular budgetary unds and direct nancial support

rom EU unds, the support o international oundations would additionally provide better

implementation o planned activities.

5 . F o r e i g n m e d i a

Foreign media have the crucialinuence on ormation o the international public opinion.

The rst task o the communication is the stimulation o interested oreign media or the

developments in Montenegro, where care should be taken o the relevancy (newsworthiness)

o launched inormation or the international public and specic interests o the concretetargeted publics.

In that sense, the annual Action Plans should contain special media plans or inorming the

international public.


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1 . E l e c t r o n i c m e d i a : Te l e v i s i o n a n d r a d i o

Television and radio represent a medium most accessible to the greatest number o dened

target groups. Apart rom this, television and radio are imposed as the most suitable media

or initiating discussions and debates relating dierent aspects o Montenegros EU

accession, and thereore oer the possibility opresentingtothecitizensthearguments

orthepositivesidesandadvantagesoEUaccession .

Recommended as the most suitable TV communication orms are thematic programmes,guest shows, short movies, clips, contact programmes and animated movies. When

radio is concerned, the important orms are thematic programmes, guest shows, contact

programmes, guises and jingles. Their goal is the education o the broadest public, and they

provide ast transmission o important messages and the promotion o certain undertaken

activities. TV and radio shows provide the possibility o presenting real and comprehensive

picture o the process through documenting or reporting approach, whereas contact

programmes and guest shows provide a dialogue, direct communication, conrontation o

opinions and participation o citizens in the debate.

2 . P r i n t e d m e d i a

In the communication process, printed media should be used to give more complete

inormation relating the EU and its unctioning system. Furthermore, printed media can be

useul or providing inormation, in regular time intervals, to certain population groups (e.g.

entrepreneurs, students, the employed) on the direct impact which the EU accession would

provide or them.

What is recommended here is making and distribution o fyers, brochures, books, bulletins,

special publications, articles in newspapers, postcards, stamps, etc. All these orms represent

an important source o inormation or the great part o the population and are useul orthe communication with special target groups.

3 . I n t e r n e t

Internet must be one o the maincommunicationchannels in the EU integration process.

This communication channel provides the possibility o interactivity and bilateral

C O M M U N I C A T I O N

C H A N N E L S

A N D F O R M S


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communication which needs to be present in all phases o the implementation o the

strategy. Furthermore, Internet is a medium which in one place provides the consolidated,

relevant inormation on Montenegros accession to the EU.

Through the already traditional internet communication channels such as web portals,

presentations and electronic mail, the attention should be also directed to more and

more popular platorms web 2.0 (internet communities, sites or social networking,

platorms or the exchange o video and photo materials, wikis, blogs, etc.), especially in

the communication with the youth and international public. Because o the extremely

ast technological development o this area, it is very important to continually harmonise

the communication approach with the current developments and innovations in the

inormation and communication technology.

4 . P u b l i c e v e n t s

Public events represent an important channel o direct communication with target groups.

They provide the ullcommunicationandeedbackontheneedsotargetgroups.

Public events include seminars, competitions, public perormances and celebrations,

workshops, panel discussions, roundtables, debates and dierent maniestations. All these

events provide the promotion o European standards and have infuence on the conception

o the EU and Montenegro in it. They are also important or the education and stating

dierent proposals and opinions regarding Montenegros EU accession.

5 . I n f o p o i n t s a n d i n f o c e n t r e s

Ino points and ino centres represent a place where all interested citizens can get more

inormation on the integration process.

6 . P e r s o n a l c o n t a c t

Personal contact with citizens, representatives o dierent social groups and international

representatives is an important precondition o eective communication in the integration

process, whereas the data directly obtained rom the experts, or those who are not inormed

enough about the integration, have the special importance or their positive opinion on the EU.

Apart rom the expert public, this orm will also imply the communication through public

gures rom the areas o sports, music, acting and the like.


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Funds or implementation o the Communication Strategy will be dened in accordance with

the annual action plans.

Implementation o the communication strategy will be nanced rom the ollowing sources:

1 . B u d g e t o f M o n t e n e g r o

It represents the basic source o nancing or the implementation o the CommunicationStrategy and the Action Plan or its realisation on the annual level, in respect to those activities

initiated by the Ministry o European Integration. In every budgetary year, the Ministry

shall, in accordance with its possibilities, plan the unds exclusively or implementation o

communication activities. In other words, planning o communication activities is ollowed

by budget planning process.

2 . I n t e r n a t i o n a l s u p p o r t

International support is based on nancing certain activities through international donors.Aiming at providing adequate international support, the Ministry or European Integration

will continue with the present practice o support or partners in the implementation o the

Communication Strategies, through technical and proessional support, as well as giving

recommendations in line with the established criteria or the representatives o the civil sector

in the area o the European integration. Signicant part o communication activities will be

nanced under IPA projects i.e. EU unds allocated to civil society or this type o activities.

Support to civil sector is usually provided also by embassies o EU member states as well as

international non-governmental organisations.

3 . N o n - g o v e r n m e n t a l f o u n d a t i o n s

Non-governmental oundations represent the potential source o nancing or projects/

parts o projects, which derive rom the Communication Strategy, and which can bi in line

with their programme goals.

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4 . N o n - g o v e r n m e n t a l o r g a n i s a t i o n s

One part o the activities dened by the Communication Strategy and the annual Action

Plans or the implementation o the strategy can possibly be realised through mutual

projects with non-governmental organisations, as well as through independent projects

o NGOs. In that sense, the Ministry or the European Integration will continue the practise

o stimulation and improvement o the cooperation with partners, aiming at the better

implementation o activities rom the Communication Strategy, as well as the Action Plans

or its implementation.


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The Ministry or the European Integration, in cooperation with non-governmental orga-

nisations and other partners, needs to prepare a proper annual Action Plan or each year

(which will be adopted by the end o the current year), so that the implementation o the

Communication Strategy would be in accordance with the real needs. It will contain a detailed

presentation based on the results o public opinion research o the activities, communication

orms and tools, target groups, description o activities, project holders, potential partners

and the manner o nancing.

Activities envisaged by the Action Plan will be carried out by the Ministry or the EuropeanIntegration and partners, whereas the analysis o successulness o the implementation

o particular activities will be based on the quantitative and qualitative analysis o success

indicators, eedback rom partners and target groups, ad hoc ocus groups and public opinion

research.

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M O N I T O R I N G

A N D E V A L U AT I O N

Monitoring and evaluation, as integral part o the Communication Strategy, represent

mechanisms or appropriate monitoring and analyses o achieved results so the possible

mistakes could be duly identied or the existing capacities or implementation o planning

activities could be strengthened.

Monitoring and evaluation will be perormed by the work team that has participated in

preparation o the Communication Strategy and which will also prepare the action plans or

its implementation. During the preparation o action plans, the work team will dene also

the concrete measures or evaluation o achieved results (indicators).Monitoring and evaluation will be perormed in parallel with implementation o activities

envisaged by annual action plan and at the end o each year. Thus, the achieved results will

be measured and assessed so the nal results could be managed more eciently. To this

end, monitoring will provide indicators o achieved progress and results or their potential

shortcomings.

On the other hand, the work team will, through evaluation, systematically and objectively

evaluate progress in achieving nal results o the Strategy.

Monitoring will be perormed in accordance with indicators dened by the work team.

Report shall be prepared or each year and will be available on MEIs web page. Evaluation

will be internal and will be perormed by members o the work team.

Public opinion polling will be perormed periodically as an important indicator o success.


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Inorming on the course o negotiations, as well as ullment o obligations rom the Stabi-

lisation and Association Agreement should provide that the public is timelyandcompre-

hensivelyinormedabout the process. Thereore, regular communication activities should

be directed in the ollowing way:

1. towards the general public through media programmes, public debates,

interactive communication tools, publications, special internet pages dedicated to

negotiations etc.

2.towardsthesectoralinteresttargetgroupsthatareparticularlyinterestedornegotiationsincertainareas economy subjects (employers, rms, trade

companies, proessional societies, chamber o economy) nongovernmental

organisations, agriculture workers, representatives o the local sel-government,

academic community, trade unions, etc.

During the negotiation process it is necessary to provide the ollowing:

Holding regularpressconerencesandthematicconerencesdedicated to

particular negotiation chapters

HoldingpublicdebatesviaTV,radioandotherpublicdiscussions

Creating and maintaining o a specialinternetpageor the purpose o inorming

about the negotiations

Establishing interactive communication tools (web 2.0, ino-telephone, ele-

ctronic mail, in written orm, etc.)

Issuing publicationsorthegeneralpublic , as well as the sectorpublications

meant or particular target groups

Implementation o dierent media activities which containpublicdebateson TV,

thematic TV shows, radio shows, cooperation with printed media in publishing

relevant printed contributions

Organisation opublicevents which are the convenient tool or realisation o

personal contacts with target publics.

I N F O R M I N G

O N T H E C O U R S E

O F

T H E N E G O T I AT I O N S

O N E U M E M B E R S H I P


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C O N C L U S I O N

This Strategy contains the communication ramework with national and international public

on Montenegros accession to the European Union, preparations or the membership and

rights and obligations deriving orm the EU membership.

Successul preparation and realisation o the Strategy will ensure that Montenegro and its

citizens ace the challenges more easily on their way to EU integration, it will help raising

the level o public awareness on the benets, as well as responsibilities deriving rom the

membership, and it will also provide the stronger support o the international public or

Montenegros EU accession.The Strategy will be developed in annual action plans prepared by the Ministry or the

European Integration, in cooperation with partners rom domestic public sector, civil society

and international community. Action plans will be prepared by the end o the calendar year

or the ollowing year and will be published on MEIs web site.

In cooperation with partners rom domestic public sector and civil society and in line with the

dynamics o the accession process, the Ministry will continually monitor the implementation

o the Communication Strategy or Inorming the Public on the European Union and

Preparation o Montenegro or the Membership, and timely revise and amend it by including

new communication methods and corresponding subjects.


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montenegro, komunikaciona strategija eng

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