1. Communication Strategy How to communicate the EU Integration Ministry of European Integration

2. 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

3. 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 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

4. How to communicate the EU integration? 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

5. 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

6. How to communicate the EU integration? Communication Strategy Audience strategy Watchdog Credibility Body (Established by 5 Albanian NGO) 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 NGOs EU member states, EU candidates and other countries

7. How to communicate the EU Integration? Communication strategy Culture : Culture has meaning. Communication is about communicating meaning Missing culture = misunderstanding

9. How to communicate the EU Integration? Communication Strategy Thank you for your contribution! Ministry of European Integration