Communication programme for Communication programme for informing the Montenegrin public on the informing the Montenegrin public on the

integration into the EUintegration into the EU

Communication programme for Communication programme for informing the Montenegrin public on the informing the Montenegrin public on the

integration into the EUintegration into the EU

Republic of MontenegroRepublic of MontenegroMinistry for International Economic Relations and European integrationMinistry for International Economic Relations and European integration

Brussels, 11Brussels, 11thth May 2006. Nada Vojvodi May 2006. Nada Vojvodić and Elektra Tsigaridasć and Elektra Tsigaridas

Republic of MontenegroRepublic of MontenegroMinistry for International Economic Relations and European integrationMinistry for International Economic Relations and European integration

Brussels, 11Brussels, 11thth May 2006. Nada Vojvodi May 2006. Nada Vojvodić and Elektra Tsigaridasć and Elektra Tsigaridas

Government communication programmeGovernment communication programmeGovernment communication programmeGovernment communication programme

WHYWHY

WHATWHAT

HOWHOW

WHYWHY

WHATWHAT

HOWHOW

Citizen support essential: tCitizen support essential: the Government of Montenegro fully he Government of Montenegro fully embraces the fact that the country’s integration into the embraces the fact that the country’s integration into the European Union can only be sustained if the process enjoys a European Union can only be sustained if the process enjoys a high level of understanding – and ultimately acceptance – high level of understanding – and ultimately acceptance – amongst the people of Montenegro.amongst the people of Montenegro.

To raise public awareness on and understanding of the To raise public awareness on and understanding of the European integration process and to prepare the government’s European integration process and to prepare the government’s strategic partners to play an active role in this process.strategic partners to play an active role in this process.

TThe task has been delegated to the he task has been delegated to the newlynewly established Ministry established Ministry for International Economic Relations and European Integration for International Economic Relations and European Integration (MIEREI)(MIEREI) in March 2003 in March 2003..

Citizen support essential: tCitizen support essential: the Government of Montenegro fully he Government of Montenegro fully embraces the fact that the country’s integration into the embraces the fact that the country’s integration into the European Union can only be sustained if the process enjoys a European Union can only be sustained if the process enjoys a high level of understanding – and ultimately acceptance – high level of understanding – and ultimately acceptance – amongst the people of Montenegro.amongst the people of Montenegro.

To raise public awareness on and understanding of the To raise public awareness on and understanding of the European integration process and to prepare the government’s European integration process and to prepare the government’s strategic partners to play an active role in this process.strategic partners to play an active role in this process.

TThe task has been delegated to the he task has been delegated to the newlynewly established Ministry established Ministry for International Economic Relations and European Integration for International Economic Relations and European Integration (MIEREI)(MIEREI) in March 2003 in March 2003..

Three important steps up to dateThree important steps up to dateThree important steps up to dateThree important steps up to date

Communication Strategy Communication Strategy

Sept 2004Sept 2004

Memorandum of CooperationMemorandum of Cooperation with NGOswith NGOsJulyJuly 2004 2004

AAction planction plan

KRENIMO! KRENIMO! campaign launched on Dec 2004campaign launched on Dec 2004

Communication Strategy Communication Strategy

Sept 2004Sept 2004

Memorandum of CooperationMemorandum of Cooperation with NGOswith NGOsJulyJuly 2004 2004

AAction planction plan

KRENIMO! KRENIMO! campaign launched on Dec 2004campaign launched on Dec 2004

Public opinion pollsPublic opinion pollsPublic opinion pollsPublic opinion polls

High public supportHigh public support

Since 2003Since 2003– 80% 80% support for EU membershipsupport for EU membership,, 5% against 5% against (CEDEM)(CEDEM)

20052005– 86% consider Montenegro will benefit from EU 86% consider Montenegro will benefit from EU

membershipmembership (CEMI)(CEMI)

– 72% consider accession to EU is good 72% consider accession to EU is good (CEMI)(CEMI)

– 60% consider to have good knowledge on EU 60% consider to have good knowledge on EU (CEMI)(CEMI)

– 62% feel informed about EU accession process 62% feel informed about EU accession process (CEDEM)(CEDEM)

High public supportHigh public support

Since 2003Since 2003– 80% 80% support for EU membershipsupport for EU membership,, 5% against 5% against (CEDEM)(CEDEM)

20052005– 86% consider Montenegro will benefit from EU 86% consider Montenegro will benefit from EU

membershipmembership (CEMI)(CEMI)

– 72% consider accession to EU is good 72% consider accession to EU is good (CEMI)(CEMI)

– 60% consider to have good knowledge on EU 60% consider to have good knowledge on EU (CEMI)(CEMI)

– 62% feel informed about EU accession process 62% feel informed about EU accession process (CEDEM)(CEDEM)

Communication Communication SStrategy Objectivestrategy ObjectivesCommunication Communication SStrategy Objectivestrategy Objectives

Inform the citizens on theInform the citizens on the EU integration EU integration process process and raise public awareness of necessity to take and raise public awareness of necessity to take part in this processpart in this process

Prepare strategic target groups to assume their Prepare strategic target groups to assume their role in the SAProle in the SAP

Prepare political decision makers to ensure their Prepare political decision makers to ensure their deep involvement in the process and to deep involvement in the process and to strengthen their role in raising public awarenessstrengthen their role in raising public awareness

Inform the citizens on theInform the citizens on the EU integration EU integration process process and raise public awareness of necessity to take and raise public awareness of necessity to take part in this processpart in this process

Prepare strategic target groups to assume their Prepare strategic target groups to assume their role in the SAProle in the SAP

Prepare political decision makers to ensure their Prepare political decision makers to ensure their deep involvement in the process and to deep involvement in the process and to strengthen their role in raising public awarenessstrengthen their role in raising public awareness

Communication strategy Target Communication strategy Target GGroupsroupsCommunication strategy Target Communication strategy Target GGroupsroups

The mediaThe media, journalists, journalists

Educational Educational IInstitutionsnstitutions

Political decision makersPolitical decision makers

Civil servantsCivil servants

NGONGO representatives representatives

Social partnersSocial partners

International ComInternational Commmunity representativesunity representatives

The mediaThe media, journalists, journalists

Educational Educational IInstitutionsnstitutions

Political decision makersPolitical decision makers

Civil servantsCivil servants

NGONGO representatives representatives

Social partnersSocial partners

International ComInternational Commmunity representativesunity representatives

Communication channels and activitiesCommunication channels and activitiesCommunication channels and activitiesCommunication channels and activities

Media Media (TV spot, interviews, information broadcasts, (TV spot, interviews, information broadcasts, supplements, e-publications, regular briefingssupplements, e-publications, regular briefings))

Internet siteInternet site www.integracije.cg.yuwww.integracije.cg.yu in Serbian and in Serbian and EnglishEnglish

PublicationsPublications

Round tables, discussion forums, seminarsRound tables, discussion forums, seminars

Media Media (TV spot, interviews, information broadcasts, (TV spot, interviews, information broadcasts, supplements, e-publications, regular briefingssupplements, e-publications, regular briefings))

Internet siteInternet site www.integracije.cg.yuwww.integracije.cg.yu in Serbian and in Serbian and EnglishEnglish

PublicationsPublications

Round tables, discussion forums, seminarsRound tables, discussion forums, seminars

Communication partnersCommunication partnersCommunication partnersCommunication partners

MIEREI MIEREI as as programme programme co-ordinator co-ordinator co-co-operates with:operates with:MIEREI MIEREI as as programme programme co-ordinator co-ordinator co-co-operates with:operates with:

PR Office of the Government of MontenegroPR Office of the Government of MontenegroDelegation of EC to SDelegation of EC to Serbia and Montenegroerbia and MontenegroOffice for European Integration at the State Union level Office for European Integration at the State Union level Office for EI at the Government of the Republic of Serbia Office for EI at the Government of the Republic of Serbia NGOs, cNGOs, civil society representativesivil society representatives

The Council for European IntegrationThe Council for European Integration and the and the GovernmentGovernment''s Commission for s Commission for Coordination of the EU integration process are also involved in the processCoordination of the EU integration process are also involved in the process

PR Office of the Government of MontenegroPR Office of the Government of MontenegroDelegation of EC to SDelegation of EC to Serbia and Montenegroerbia and MontenegroOffice for European Integration at the State Union level Office for European Integration at the State Union level Office for EI at the Government of the Republic of Serbia Office for EI at the Government of the Republic of Serbia NGOs, cNGOs, civil society representativesivil society representatives

The Council for European IntegrationThe Council for European Integration and the and the GovernmentGovernment''s Commission for s Commission for Coordination of the EU integration process are also involved in the processCoordination of the EU integration process are also involved in the process

Strong points of the government Strong points of the government communication programmecommunication programme

Strong points of the government Strong points of the government communication programmecommunication programme

widewide public support for accession public support for accession

good visibility of EU and European integration good visibility of EU and European integration issuesissues

sstrong political commitment and a committed trong political commitment and a committed MinisterMinister

strong mobilization of third partiesstrong mobilization of third parties

widewide public support for accession public support for accession

good visibility of EU and European integration good visibility of EU and European integration issuesissues

sstrong political commitment and a committed trong political commitment and a committed MinisterMinister

strong mobilization of third partiesstrong mobilization of third parties

Weak points of the government Weak points of the government communication programmecommunication programme

Weak points of the government Weak points of the government communication programmecommunication programme

weak communication teamweak communication team

lack of government financial resourceslack of government financial resources

lack of identification of the needs of the publiclack of identification of the needs of the public andand key messages key messages based on public opinion polls based on public opinion polls

poorpoor internal and inter-ministerial communication internal and inter-ministerial communication

weak communication teamweak communication team

lack of government financial resourceslack of government financial resources

lack of identification of the needs of the publiclack of identification of the needs of the public andand key messages key messages based on public opinion polls based on public opinion polls

poorpoor internal and inter-ministerial communication internal and inter-ministerial communication

NecessaryNecessary actionsactions::NecessaryNecessary actionsactions::

thorough public opinion thorough public opinion researchresearch

media reporting analysis media reporting analysis

revision of the communication strategyrevision of the communication strategy

reinforcement of the communication reinforcement of the communication organizational structuresorganizational structures

strengthen cooperation with key partners strengthen cooperation with key partners (Delegation of the European Commission, (Delegation of the European Commission, involved governmental bodies, NGOs)involved governmental bodies, NGOs)

thorough public opinion thorough public opinion researchresearch

media reporting analysis media reporting analysis

revision of the communication strategyrevision of the communication strategy

reinforcement of the communication reinforcement of the communication organizational structuresorganizational structures

strengthen cooperation with key partners strengthen cooperation with key partners (Delegation of the European Commission, (Delegation of the European Commission, involved governmental bodies, NGOs)involved governmental bodies, NGOs)

Key target group: Key target group:

international community representativesinternational community representatives

Internet site also in English Internet site also in English www.integracije.cg.yuwww.integracije.cg.yu

Publications in Serbian and EnglishPublications in Serbian and English

Close contacts and cooperation with EU country Close contacts and cooperation with EU country representations in Montenegrorepresentations in Montenegro

Key target group: Key target group:

international community representativesinternational community representatives

Internet site also in English Internet site also in English www.integracije.cg.yuwww.integracije.cg.yu

Publications in Serbian and EnglishPublications in Serbian and English

Close contacts and cooperation with EU country Close contacts and cooperation with EU country representations in Montenegrorepresentations in Montenegro

Communication towards EU audiencesCommunication towards EU audiencesCommunication towards EU audiencesCommunication towards EU audiences

Ministry for International Economic Relations and European integrationMinistry for International Economic Relations and European integrationStanka Dragojevića 2, 81 000 PodgoricaStanka Dragojevića 2, 81 000 Podgorica

tel:tel: +381 81 225 568 +381 81 225 568

fax:fax: +381 81 225 591 +381 81 225 591

e-mail:e-mail: mierei@mn.yu

http: http: www.vlada.cg.yu/minevrint/www.vlada.cg.yu/minevrint/

Ministry for International Economic Relations and European integrationMinistry for International Economic Relations and European integrationStanka Dragojevića 2, 81 000 PodgoricaStanka Dragojevića 2, 81 000 Podgorica

tel:tel: +381 81 225 568 +381 81 225 568

fax:fax: +381 81 225 591 +381 81 225 591

e-mail:e-mail: mierei@mn.yu

http: http: www.vlada.cg.yu/minevrint/www.vlada.cg.yu/minevrint/