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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.
F I N A N C I N G
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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.
I M P L E M E N T A T I O N
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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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