Transcript Communication Strategy

Communication Strategy
How to communicate “the EU
Integration ”
Ministry of European Integration
How to communicate „the EU
Integration”
Communication Strategy (CS)
• Strategy of Information and Communication 2004:
Main purpose:
• To bring the EU closer to the citizens
• To improve implications of integration process (present assistance
programs and future impact of the accession)
• To explain the benefits and profits of integration process and dealing
with fears
• To explain links between negotiation process and EU membership
How to communicate “the EU
Integration”?
Communication Strategy
Communicator strategy
Ministry of European Integration (European Center for Information
and Documentation)
Credibility Foundation (Established by Albanian Government, non
partisan foundation,
Board Members: 5 wellknown personalities
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Providing structures for examining and setting out the objectives
Formulating and encoding the messages
Promoting dialogues between all levels of the society
Providing information and conducting analyses on Integration
Process
How to communicate “the EU
integration”?
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Communication Strategy
Channels Strategy
Team Europe
All media outlets, print and audiovisual
Internet, emails
SMS
Posters
Meetings in and outside Tirana –”risked target groups”,
students, business, academics, women, farmers.
Study trips to Brussels: journalist, government
employees
Seminars, public lectures
How to communicate „the EU
Integration”?
Communication strategy
Message strategy
• MSG fits to audience. Sharing the same background
with audience: social, cultural, educational.
• Increasing knowledge about the audience
• Working on content, structure and style of the MSG
• Providing information, addressing a problem or
answering a question
• Putting the important ideas where they will have the
most impact
How to communicate “the EU
integration”?
Communication Strategy
Audience strategy
Watchdog Credibility Body (Established by 5 Albanian NGO)
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High rank officials and public administration
Leader of political parties, politicians
Business and their associations
Trade unions
Farmers
The students, teachers and pedagogues
Women
Minorities
Media directors and journalists
NGO’s
EU member states, EU candidates and other countries
How to communicate „the EU
Integration”?
Communication strategy
Culture:
• Culture has meaning.
• Communication is about communicating
meaning
• Missing culture = misunderstanding
How to communicate “the EU
Integration”?
Communication Strategy
Thank you for your contribution!
Ministry of European Integration