TAIEX Radionica – Strateška komunikacija Crne Gore sa EU

Cilj radionice je da se poveća kapacitet komunikacije javnoj upravi da bolje komunicira sa zemljama EU u
procesu integracije i na kvalitetniji način predstavi koristi građanima koje ostvaruju tokom procesa proširenja EU.
Radionica će takođe pomoći identifikovanje izazova komunikacije sa kojima se suočava administracija,
putem prenosa znanja i najbolje prakse od članice EU Država.

Radionica će podržati javne komunikatore u
osmišljavanju komunikacijskih strategija za preuzimanje strateških
aktivnosti komunikacije o politikama EU u njihovim specifičnim oblastima
stručnost i aktivnosti.

AGENDA:
Speakers
 Mr Claus Gierling
Head of Unit, Inter-institutional Relations and Communication, DG NEAR
 Mr Klaus Feldgen
Online Editor, Deputy Head Writer
Press Office of the German Federal Government, Germany
 Ms Ethel Halliste
Independent Communications Expert
Estonia

Day 1: Thursday 07 February 2019

8:00 – 8:30 Registration of participants
8:30 -9:00 Welcome address

Aleksandar Drljevic, Chief Negotiator for Montenegro’s Accession to the
European Union, Government of Montenegro
Aivo Orav, EU Ambassador & Head of Delegation to Montenegro
Claus Giering, Head of Unit, Inter-institutional Relations and
Communication, DG NEAR, European Commission

9:00 – 10:30 What is strategic communication and how to use it in practice?

‒ What do we mean by strategic communication?
‒ Building effective messages and tailoring the target groups
‒ How to build the plan for strategic communication and implement it?
‒ Communication strategy – best practices and success factors
‒ Coordination of internal communication (at the government level)
Klaus Feldgen, Online Editor, Deputy Head Writer, Press Office of the
German Federal Government

10:30 – 10:50 Coffee break
10:50 –
12:00

How to communicate EU accession process and funds? – ‘The
strategy to inform the public about Montenegro’s EU accession 2019-
2022’
Ethel Halliste, Independent Communications Expert, Estonia

12:00 –
13:30

Lunch

13:30 -15:00 Communicating the European Union (case study approach)

‒ What to communicate about the EU (tailor made approach for each
ministry)
‒ Best practices (how the governments communicated about EU pre-
accession and accession process with their public?)
Ethel Halliste, Independent Communications Expert, Estonia

15:00 –
15:20

Coffee break

15:20 –
16:00

What are key communication challenges and how to overcome
them?
Session facilitated by the experts

16:00 – 16:15 Presentation of the outcome and wrap up of the day

Day 2: Friday 08 February 2019
Please be reminded to sign the attendance list

8:30 – 9:30 Digital Communication – how to best use its potential?

‒ From Web to Social Media: Is it all about Facebook & Co? A path to
an integrated digital communication strategy.
Klaus Feldgen, Online Editor, Deputy Head Writer, Press Office of the
German Federal Government

9:30 – 9:45 Coffee break
9:45 – 11:00 How to communicate EU values and policies through human stories?

Practical workshop facilitated by the experts

11:00 –
11:30

Presentation of the outcome

11:30 -12:00 Wrap up of the day and closing remarks

Nada Vojvodic, Assistant Secretary – General of the Government of
Montenegro
Claus Giering, Head of Unit, Inter-institutional Relations and
Communication, DG NEAR, European Commission