1. Communication programme for informing the Montenegrin public on the integration into the EU Republic of Montenegro Ministry for International Economic Relations and European integration Brussels, 11 th May 2006. Nada Vojvodić and Elektra Tsigaridas Republic of Montenegro Ministry for International Economic Relations and European integration Brussels, 11 th May 2006. Nada Vojvodić and Elektra Tsigaridas

2. Government communication programme WHYWHATHOWWHYWHATHOW Citizen support essential: the Government of Montenegro fully embraces the fact that the country’s integration into the European Union can only be sustained if the process enjoys a high level of understanding – and ultimately acceptance – amongst the people of Montenegro. To raise public awareness on and understanding of the European integration process and to prepare the government’s strategic partners to play an active role in this process. The task has been delegated to the newly established Ministry for International Economic Relations and European Integration (MIEREI) in March 2003. Citizen support essential: the Government of Montenegro fully embraces the fact that the country’s integration into the European Union can only be sustained if the process enjoys a high level of understanding – and ultimately acceptance – amongst the people of Montenegro. To raise public awareness on and understanding of the European integration process and to prepare the government’s strategic partners to play an active role in this process. The task has been delegated to the newly established Ministry for International Economic Relations and European Integration (MIEREI) in March 2003.

3. Three important steps up to date Communication Strategy Sept 2004 Memorandum of Cooperation with NGOs July 2004 Action plan KRENIMO! campaign launched on Dec 2004 Communication Strategy Sept 2004 Memorandum of Cooperation with NGOs July 2004 Action plan KRENIMO! campaign launched on Dec 2004

4. Public opinion polls High public support Since 2003 –80% support for EU membership, 5% against (CEDEM) 2005 –86% consider Montenegro will benefit from EU membership (CEMI) –72% consider accession to EU is good (CEMI) –60% consider to have good knowledge on EU (CEMI) –62% feel informed about EU accession process (CEDEM) High public support Since 2003 –80% support for EU membership, 5% against (CEDEM) 2005 –86% consider Montenegro will benefit from EU membership (CEMI) –72% consider accession to EU is good (CEMI) –60% consider to have good knowledge on EU (CEMI) –62% feel informed about EU accession process (CEDEM)

5. Communication Strategy Objectives Inform the citizens on the EU integration process and raise public awareness of necessity to take part in this process Prepare strategic target groups to assume their role in the SAP Prepare political decision makers to ensure their deep involvement in the process and to strengthen their role in raising public awareness Inform the citizens on the EU integration process and raise public awareness of necessity to take part in this process Prepare strategic target groups to assume their role in the SAP Prepare political decision makers to ensure their deep involvement in the process and to strengthen their role in raising public awareness

6. Communication strategy Target Groups The media, journalists Educational Institutions Political decision makers Civil servants NGO representatives Social partners International Community representatives The media, journalists Educational Institutions Political decision makers Civil servants NGO representatives Social partners International Community representatives

7. Communication channels and activities Media (TV spot, interviews, information broadcasts, supplements, e-publications, regular briefings) Internet site www.integracije.cg.yu in Serbian and English Publications Round tables, discussion forums, seminars Media (TV spot, interviews, information broadcasts, supplements, e-publications, regular briefings) Internet site www.integracije.cg.yu in Serbian and English Publications Round tables, discussion forums, seminars

8. Communication partners MIEREI as programme co-ordinator co-operates with: PR Office of the Government of Montenegro Delegation of EC to Serbia and Montenegro Office for European Integration at the State Union level Office for EI at the Government of the Republic of Serbia NGOs, civil society representatives The Council for European Integration and the Government's Commission for Coordination of the EU integration process are also involved in the process PR Office of the Government of Montenegro Delegation of EC to Serbia and Montenegro Office for European Integration at the State Union level Office for EI at the Government of the Republic of Serbia NGOs, civil society representatives The Council for European Integration and the Government's Commission for Coordination of the EU integration process are also involved in the process

9. Strong points of the government communication programme wide public support for accession good visibility of EU and European integration issues strong political commitment and a committed Minister strong mobilization of third parties wide public support for accession good visibility of EU and European integration issues strong political commitment and a committed Minister strong mobilization of third parties

10. Weak points of the government communication programme weak communication team lack of government financial resources lack of identification of the needs of the public and key messages based on public opinion polls poor internal and inter-ministerial communication weak communication team lack of government financial resources lack of identification of the needs of the public and key messages based on public opinion polls poor internal and inter-ministerial communication

11. Necessary actions: thorough public opinion research media reporting analysis revision of the communication strategy reinforcement of the communication organizational structures strengthen cooperation with key partners (Delegation of the European Commission, involved governmental bodies, NGOs) thorough public opinion research media reporting analysis revision of the communication strategy reinforcement of the communication organizational structures strengthen cooperation with key partners (Delegation of the European Commission, involved governmental bodies, NGOs)

12. Key target group: international community representatives Internet site also in English www.integracije.cg.yu Publications in Serbian and English Close contacts and cooperation with EU country representations in Montenegro Key target group: international community representatives Internet site also in English www.integracije.cg.yu Publications in Serbian and English Close contacts and cooperation with EU country representations in Montenegro Communication towards EU audiences

13. Ministry for International Economic Relations and European integration Stanka Dragojevića 2, 81 000 Podgorica tel: +381 81 225 568 fax: +381 81 225 591 e-mail: e-mail: mierei@mn.yu http: www.vlada.cg.yu/minevrint/ Ministry for International Economic Relations and European integration Stanka Dragojevića 2, 81 000 Podgorica tel: +381 81 225 568 fax: +381 81 225 591 e-mail: e-mail: mierei@mn.yu http: www.vlada.cg.yu/minevrint/