NATO PDD Activity

With special regard on PfP Trust Fund project

Zsolt Rabai, NATO HQ PDD Coordinator for the West Balkans

NATO PDD Activity

Concept – from Info & Press toward PDD PDD

Larger target audience Not only sending info but working

together Structure

Media Outreach & NATO (special targets) Scientific cooperation Publications

NATO PDD Activity

Key players Secretary General & Spokesman Senior Officials & IO’s Nations

Coordination of messages and activities!!! Political leadership and engagement is

needed!! Does the management discuss communication

needs when dealing with an issue?

NATO PDD Activity

Core message Press lines Q&A Fact sheet

NATO PDD Activity

Continuous Transforming but old perception Image & political situation Transatlantic link

Operations Need of public support Negative perception in the Islamic world

Events (e.g. Summit & transatlantic link etc.) Projects (e.g. PfP Trust Fund etc.)

PfP Trust Fund Communication

Highlights Limited human and financial resources Integrated into NATO’s main communication

activities Active participation of PASP is crucial Regularity and timing Budget

PfP Trust Fund Communication

Public Opinion environment Public opinion supports PfP membership but … Public does not trust NATO and PfP Destruction of land mines = becoming weaker =

frustration

PfP Trust Fund Communication

Core message NATO cares about the Balkan security NATO helps S&M create a trustful atmosphere

PfP Trust Fund Communication

Internal Target Audience NATO staff National Delegations CPE’s

Tools Cascading information Briefings Briefing for the briefers Direct mail

PfP Trust Fund Communication

Target audience NATO countries Journalists accredited in Brussels & in Belgrade Opinion formers on the electronic address list Parliamentarians /NAPA

Tools Direct mail Briefings Conferences, seminars Website Visits on site

PfP Trust Fund Communication

Target audience in S&M Journalists NGO & think tank leaders Academics MP’s Senior civil servants Senior military officers Politically active youth

Tools Same as before plus… Presentation materials for briefers Speaker tours Publication pack for NATO Dep.Lib. plus University

Libraries, Media Center etc.

PfP Trust Fund Communication

NO SUCCESS WITHOUT STRONG COOPERATION WITH THE HOST

NATION!!!!