1. Government of the Republic of Macedonia Secretariat for European Affairs Working with EU media (Macedonian experience) Valentin Nešovski Head of Sector for Information and European Affairs Training

2. Government of the Republic of Macedonia Secretariat for European Affairs TWO AIMS TWO APPROACHES Goals: Ultimate goal – to change the perception about Macedonia Aims: - presenting Macedonia’s reforms and the harmonization with EU standards as well as promoting our culture, values and uniqueness - establishing new image about Macedonia – branding APPROACHES - working with commercial sections of the media - cooperation with journalists

3. Government of the Republic of Macedonia Secretariat for European Affairs -Working with media commercial sections -State administration efforts - CNN campaign -Several other video-presentations produced mainly by private PR companies randomly used by State administration as promotional material -promotional materials, brochures printed material on the market or produced by some state institutions and occasionally distributed abroad

4. Government of the Republic of Macedonia Secretariat for European Affairs

5. Government of the Republic of Macedonia Secretariat for European Affairs Working with journalists in the EU media - Macedonia’s weak spot - However we are good in using the Internet as a mean of communication –good web site –regularly updated sometimes within minutes after an event in the Secretariat –bombarding the foreign media especially correspondents with fresh information Weakness : information delivered only about the activities of SEP -allegedly biased information -it is not face to face communication Strengths: -Fast information -Comprehensive information -you are reaching wide public

6. Government of the Republic of Macedonia Secretariat for European Affairs Working with journalists from the traditional media such as Newspapers, TV or radio stations so far has been done rarely and mainly upon their request What we need? - Proactive rather than reactive policy - Finding modules on how to attract the attention of the journalists from the EU media In this case, domestic work and achievements as a foundation for better branding are crucial Example – The Irish miracle was a “brand” created by the media but only after they have achieved success

7. Government of the Republic of Macedonia Secretariat for European Affairs Lessons learnt: We should not be clumsy, we should be tactful, we should rather be coax (patient effort, to persuade gently but persistently) We should sell cognition, knowledge or awareness about our arrival which is time consuming, and at the same time we should be fast. We should sell same message constantly time and time again