Communication Strategy for the Purposes of Project:

“Awareness Raising among Local State Institutions and Concerned Individuals/Returnees to Deal

with Returnee Issues”

РЕПУБЛИКA СРБИЈAВЛАДА

Служба за људска и мањинска права

Komunikaciona strategija za potrebe projekta:

„Podizanje svesti među državnim organima na lokalnom nivou i samih pojedinaca/povratnika

o rešavanju problema povratnika“

Readmisija i reintegracija povratnika – osnovni pojmovi 4Readmisija 4Reintegracija 9Služba za ljudska i manjinska prava 10UNDP 13

Projekat:Podizanje svesti među državnim organima na lokalnom nivou i samih pojedinaca/povratnika o rešavanju problema povratnika 15

Analiza medijskih objava 21Broj i tonalitet objava 21Ključni pojmovi u analiziranim objavama 23

Komunikaciona strategija 25Neophodni uslovi za realizaciju strategije 26Elementi strategije 28

Readmission and Reintegration of Returnees – Basic Terms 4Readmission 4 Reintegration 9Agency for Human and Minority Rights 10 UNDP 13

Project: Awareness Raising among Local State Institutions and Concerned Individuals/Returnees to Deal with Returnee Issues 15

Analysis of Media Announcements 21 Announcements’ number and tonality 21Key terms on analyzed announcements 23

Communication Strategy 25 Necessary Conditions for Strategy Realization 26 Strategy Elements 28

Contents

Readmisija

Readmisija (od reči re-admission, što znači ponovni prihvat) je postupak vraćanja i prihvatanja lica koja ne ispunjavaju ili više ne ispunjavaju uslove za ulazak ili boravak na teritoriji druge države.

Radi ostvarivanja jednog od spoljno-političkih prioriteta Srbi-je, ulaska na tzv. «belu šengensku listu», kao imperativ se nameće sprečavanje nelegalnih migracija, tj. kontrola ulaska kako naših državljana u druge države Evropske unije, zemlje kandidate i zem-lje Zapada uopšte, tako i državljana trećih zemalja preko teritorije Srbije, ka tim državama. Jedan od osnovnih mehanizama za efi-kasno suzbijanje i kontrolu nelegalnih migracija je kontrola viznog režima i zaključivanje sporazuma o readmisiji.

Sporazumima o readmisiji, stvaraju se uslovi za organizovan, reci-pročan i institucionalizovan povratak državljana strana ugovorni-ca, bez prava ulaska ili boravka na teritoriji neke ugovorne strane, državljana trećih zemalja i lica bez državljanstva, kao i za tranzi-tiranje državljana trećih država i lica bez državljanstva do zemlje porekla ili neke treće zemlje.

Može se konstatovati da je Republika Srbija na ovom planu bila vrlo uspešna, jer je do sada sa 17 zemalja zaključeno 15 bila-teralnih sporazuma o readmisiji. Prvi sporazum o readmisiji je za-ključen 12. oktobra 1996. godine sa SR Nemačkom, mada je 2002.

Readmisija i ReintegRacija povRatnika – osnovni pojmovi�

Readmisija i reintegracija povratnika – osnovni pojmovi

Readmission Readmission (coming from re-admission - the act of admitting someone again) is a procedure of returning and accepting people who do not fulfil or no longer fulfil conditions for entry or staying at the territory of another country. With the objective of realizing one of the foreing policy priorities of Serbia, entry to so-called ‘White Schengen List’, an imperative of preventing illegal migrations, in particular, entry control of both our citizens to other countries of European Union, countries candidates and western countries in general, and of citizens of third countries through the territory of Serbia towards those countries, is being imposed. One of the basic mechanisms for efficient obstruction and control of illegal migrations is a control of visa regime and signing and ratification of readmission agreements.

Readmission agreements have created conditions for organized, reciprocal and institu-tionalized return of citizens of contractual parties who are without right of entry or staying at the territory of some of the contractual parties, as well as transit of citizens of third coun-tries and persons without citizenship to the country of origin or to some third country.

Readmission and Reintegration of Returnees – Basic Terms

godine, sa tom zemljom zaključen i ratifikovan novi sporazum. Najveći broj sporazuma zaključen je do 2002. godine, kada je ova materija bila u nadležnosti Saveznog ministarstva unutrašnjih pos-lova, a značajni rezultati su postignuti od 2003-2006. godine, kada je na nivou državne zajednice Srbije i Crne Gore nadležni organ za zaključivanje sporazuma bilo Ministarstvo za ljudska i manjin-ska prava, u saradnji sa ministarstvima unutrašnjih poslova država članica.

Nakon raspada državne zajednice SCG, nadležnost zaključi-vanja i sprovođenja sporazuma o readmisiji je u potpunosti prešla na Ministarstvo unutrašnjih poslova, dok se poslovi vezani za inte-graciju povratnika koordiniraju preko Službe za ljudska i manjin-ska prava.

Bogato bilateralno iskustvo Srbije u sprovođenju već zaključe-nih sporazuma o redmisiji, olakšalo je proces pristupanja pregovori-ma o zaključivanju jedinstvenog sporazuma o redmisiji između Re-publike Srbije i Evropske Zajednice, koji je započet decembra 2006. godine i završen septembra 2007.. Pomenuti sporazum ima primat u odnosu na već zaključene bilateralne sporazume i neposredno je vezan za istovremeno zaključivanje Sprazuma između Evropske za-jednice i Republike Srbije o olakšanoj proceduri za izdavanje viza.

Sporazum o viznim olakšicama i Sporazum o readmisiji potpi-sani su 18. septembra 2007. Evropska unija je potpisala sporazume o viznim olakšicama i o readmisiji sa pet balkanskih zemalja, Sr-bijom, Albanijom, Bosnom i Hercegovinom, Crnom Gorom i Ma-kedonijom.

Readmission and ReintegRation of RetuRnees – Basic teRms �

Sporazum o viznim olakšicama i Sporazum o

readmisiji potpisani su 18. septembra 2007.

We may assume that Republic of Serbia has been very successful in this area, as 15 bilateral agreements on readmission with 17 countries have been signed and ratified by this moment. First readmission agreement was signed on October 12, 1996 with FR Germany, even though a new agreement with that country was signed and ratified in 2002. The major number of agreements was signed and ratified by 2002. when Federal Ministry of Interior was in charge for this matter, and significant results were achieved between 2003 and 2006 when the organization in charge for stipulation of agreements at the level of State Union of Serbia and Montenegro was Ministry for Human and Minor-ity Rights in collaboration with Ministries of Interior of member countries.

After a splitting of State Union of Serbia and Montenegro, responsibility for stipu-lation and implementation of readmission agreements was entirely transferred to the Ministry of Interior, while the work related to integration of returnees is being coordi-nated through the Agency for Human and Minority Rights.

Rich bilateral experience of Serbia caring out already ratified readmission agree-ments has made easier the process of entering negotiations on a unique readmission agreement between Republic of Serbia and European Union, which started on Decem-ber 2006 and was concluded on September 2007. The mentioned agreement precedes all bilateral agreements that have already been ratified and is directly in connection with parallel stipulation of Agreement between European Union and Republic of Serbia on facilitation of visa regime.

Agreement on Facilitation of Visa Regime and Readmission Agreement were signed on September 18, 2007. European Union signed the Agreement on Facilitation of Visa Regime and Readmission Agreement with five Balkans’ countries, Serbia, Albania, Bos-nia and Herzegovina, Montenegro and Macedonia.

Agreement on Facilitation of Visa Regime and Readmission Agreement were signed on September 18, 2007.

Sporazum o viznim olakšicama i Sporazum o readmisiji za-ključeni su kao dva zasebna dokumenta, ali oba sporazuma su istovremeno usaglašena, parafirana, potpisana, ratifikovana i imaju istovremenu važnost. Prestanak važnosti ili suspendovanje jednog istovremeno bi imali isto dejstvo na drugi sporazum. Ovi sporazu-mi stupaju na snagu 1. januara 2008. godine.

Sam pregovarački proces započet je inicijativom Ministra-stva spoljnih poslova o formiranju Radne grupe za izradu platfor-me za zaključivanje jedinstvenog sporazuma o viznim olakšicama i readmisiji između Srbije i Evropske unije. Vlada Srbije je za člano-ve ove Radne grupe imenovala predstavnike MUPa, Ministarstva spoljnih poslova, Minstarstva pravde, Kancelarije za pridruživanje Evropskoj uniji, Službe za ljudska i manjinska prava, a naknadno po usvajanju platforme Vlada je odredila pregovarački tim sačin-jen od najviših predstavnika istih organa koji je zajednički sa čla-novima Radne grupe vodio pregovore. Održane su tri runde zva-ničnih pregovora, a između ovih zvaničnih sastanaka u Beogradu i Briselu, održano je i nekoliko tehničkih razgovora užih ekspertskih timova obe strane, u cilju usaglašavanja otvorenih pitanja.

Jedinstvenim sporazumom o viznim olakšicama veliki broj kategorija građana Srbije moći će da pribavlja vize po olakšanoj pro-ceduri uz minimalan broj dokumenata (jedan ili dva dokumenta). Sporazum se odnosi na sledeće kategorije građana: članovi zvaničnih delegacija poslovni ljudi i predstavnici privrednih društava; vozači koji obavljaju usluge međunarodnog teretnog i putničkog prevoza; članovi posada vozova, hladnjača i lokomotiva koji putuju na terito-rije država članica; novinari; osobe koje učestvuju u naučnim, kul-turnim i umetničkim aktivnostima, uključujući univerzitetske i dru-ge programe razmene; učenici, studenti, postdiplomci i učitelji koji

Readmisija i ReintegRacija povRatnika – osnovni pojmovi�

The Agreement on Facilitation of Visa Regime and Readmission Agreement were signed as two separate documents, but both agreements were at the same time synchro-nized, paraphed, signed, ratified and have parallel effect. Validity cease or suspension of one of them would have the same effect to the other agreement. These agreements will be put into force on January, 2008.

The negotiating process itself started by the initiative of Ministry of Foreign Af-fairs with the formation of Work Group who would create a platform for stipulation of a unique Agreement on Facilitation of Visa Regime and Readmission between Serbia and European Union. Serbian Government appointed representatives of Ministry of In-teriors, Ministry of Foreign Affairs, Ministry of Justice, Office for Association to the European Union, Agency for Human and Minority Rights, as members of this Work Group and separately after the platform was accepted the Government designated a negotiating team composed by the highest representatives of the same organizations which managed the negotiations jointly with Work Group members. Three rounds of official negotiations were held, and among these official appointments in Belgrade and Bruxelles, several technical discussions of selected expert teams from both sides were held with the aim of harmonizing pending issues.

By a Unique Agreement on Facilitation of Visa Regime the number of categories of Serbian citizens will be able to obtain visas through eased procedure with a minimum of documents (one or two). The agreement refers to the following citizens’ categories: members of official delegations business people and representatives of economical societies; drivers caring out services of international cargo and passenger transport;

prate učenike; učesnici u međunarodnim sportskim događajima; učesnici u zvaničnim programima razmene opština ili gradova; bliski rođaci - supružnici, deca (uključujući i usvojenu), roditelji (uključu-jući staratelje), babe i dede, unuke koji dolaze u posetu državljanima sa legalnim boravkom na teritoriji država članica; osobe koje dolaze na vojna i civilna groblja; osobe koje prisustvuju sahranama; oso-be kojima je potrebno medicinsko lečenje i po potrebi lica koja ih prate; predstavnici organizacija civilnog društva; predstavnici ver-skih zajednica; pripadnici profesija koji učestvuju u međunarodnim izložbama, konferencijama, simpozijumima, seminarima i drugim sličnim događajima kao i osobe koje idu na turistička putovanja.

Značajnu povoljnost predstavlja i izdavanje viza za više ula-zaka sa trajanjem do jedne ili čak pet godina za mnoge kategorije obuhvaćene sporazumom kao i skraćeni rokovi do 10 dana za iz-davanje viza.

Prednosti ovog sporazuma ogledaju se i u zadržavanju visine takse od 35 E za obradu zahteva za izdavanje vize za naše građane, a neke kategorije kao što su penzioneri, učenici, studenti, novinari, osobe sa invaliditetom, bliski rođaci i širi krug ostalih kategorija, vize će dobijati besplatno.

Readmission and ReintegRation of RetuRnees – Basic teRms �

crew members of trains, coolers and locomotives travelling to the territories of member countries; journalists; people involved in scientific, cultural and artistic activities, including university and other exchange programs; students, undergraduates, graduate students and teachers going along with students; participants of official municipalities and cities’ exchange programs, close relatives – spouses, children (including those adopted), parents (including tutors), grandmothers and grandfathers, grandchildren coming to visit citizens who legally reside at the territories of member-countries; persons visiting military and civil graveyards; persons attending funerals; persons in need of medical treatments and persons travelling with them, if needed; representatives of civil society organizations; representatives of religious communities; members of professions taking part at international exhibitions, conferences, symposiums, seminars and other events alike, as well as persons travelling on tourism.

Convenience of significance is denoted by issuing multiple visas valid for up to one or even five years for many of the categories covered by the agreement and by shortened deadlines up to 10 days for visa issuing, as well.

Advantages of this agreement are expressed by maintaining tax fee at the level of EUR 35 for visa application elaboration for our citizens, and some of the categories, such as retired persons, students, undergraduates, journalists, disabled, close relatives and more extensive circle of other categories, will be obtaining visas free of charge.

Readmisija i ReintegRacija povRatnika – osnovni pojmovi�

Having these agreements entered into effect, it practically means that a number of coun-tries from which a return of our citizens is potentially possible, has doubled.

According to estimation of Council of Europe from 2003., a number of returnees who should return in the incoming period varies between 50.000 and 100.000 and 2008 is described as a ‘year of return’.

All the above indicated facts significantly increase the importance of activities carried out by Agency for Human and Minority Rights. Moreover, it is of a high importance to have these activities presented in public in efficient and precise way.

Stupanje na snagu ovih sporazuma, praktično znači da se udvo-stručio broj zemalja iz kojih je potencijalno moguć povratak naših državljana.

Po procenama Saveta Evrope iz 2003. broj povratnika koji bi trebalo da se vrate u narednom periodu kreće se od 50.000 do 100.000 hiljada, a 2008. godina se opisuje kao „godina povratka“.

Sve gore navedene činjenice značajno povećavaju važnost ak-tivnosti koje sprovodi Služba za ljudska i manjiinska prava. Takođe je od velikog značaja da te aktivnosti budu na efikasan i precizan način prezentirane u javnosti.

Reintegracija

Reintegracija povratnika predstavlja aktivnosti koje se preduz-imaju kako bi povratnici stekli pristup svim pravima koja imaju građani Srbije i uklopili se u društvo, čime se sprečava sekundarna migracija (ponovni odlazak u druge države).

Reintegracija povratnika nije samo uslov za dalje pridruživanje Ev-ropskoj uniji. Ovaj proces ima i druge dalekosežne posledice:

- smanjuje se broj lica koja žive ispod linije siromaštva u Srbiji i time se smanjuje opterećenje na sistem socijalne zaštite, ali i na domicilno stanovništvo, pošto se povratnici u velikom broju slučajeva vraćaju kod rodbine i prijatelja, koji su često takođe socijalno i materijalno ugroženi;

- sprečava se stvaranje začaranog kruga siromaštva, bede, ne-zaposlenosti, neobrazovanosti i bolesti koji posebno pogađa osetljive kategorije stanovništva kao što su deca, samohrane majke i stara lica;

- sprečava se sekundarna migracija – ponovni odlazak u inostranstvo lica koja se nisu integrisala u društvo, što opterećuje sistem kontrole migracija i stvara nove talase mi-granata;

- sprečava zloupotrebu žena i dece – postoji opravdana bojazan od trgovine ljudskim bićima u okviru procesa readmisije.

Readmission and ReintegRation of RetuRnees – Basic teRms �

Reintegration

Reintegration of returnees represents activities taken in order to enable returnees to access to all rights assumed by citizens of Serbia and to become a part of the society, preventing in this way secondary migration (re-departure to other countries).

Reintegration of returnees is not only a condition for further association to the European Union. This process has other long range consequences, as well:

- a number of persons living under a poverty line in Serbia becomes lower diminishing in this way a pressure on social welfare system, but on domicile population as well, as in a large number of cases returnees return to relatives and friends, who are also very often endangered socially and materially;

- prevention of creation of closed circle of poverty, misery, unemployment, lack of education and illness which hits in particular vulnerable categories of population, such as children, single mothers and old persons;

- prevention of secondary migration – re-departure abroad of persons not integrated into the society, which overloads the system of migration control and creates new migrants’ waves;

- prevention of the abuse of women and children – there is a rational fear of human trafficking within readmission process.

Služba za ljudska i manjinska prava

Služba za ljudska i manjinska prava Vlade Republike Srbije osnovana je u junu 2006. godine. Služba ima mandat da obavlja stručne poslove koji se odnose na zaštitu i unapređenje ljudskih i manjinskih prava, učestvuje u pripremi propisa o ljudskim i manjinskim pravima, prati usaglašenost domaćih propisa sa međunarodnim ugovorima i dru-gim međunarodnim aktima o ljudskim i manjinskim pravima i u tom smislu inicira izmene domaćih propisa u ovoj oblasti.

Pored toga, Služba za ljudska i manjinska prava zastupa Srbi-ju pred Evropskim sudom za ljudska prava, podnosi izveštaje o sprovođenju niza međunarodnih konvencija, potom odgovara na pojedinačne predstavke međunarodnim telima čiju je nadležnost prihvatila naša država i omogućava ostvarivanje prava nacional-nih manjina koje žive u Srbiji. Služba, takođe, priprema za Vladu akta kojima se nadzire, usmerava i usklađuje rad ministarstva i posebnih organizacija zaduženih za usklađivanje domaćih propisa sa međunarodnim ugovorima i drugim međunarodnim aktima o zaštiti ljudskih i manjinskih prava.

Usled približavanja Republike Srbije procesima Evropskih integracija i preuzimanja odgovornosti i obaveza vezanih za efi-kasnu kontrolu migracija, tema readmisije, odnosno reintegracije povratnika vraćenih u Srbiju po sporazumima o readmisiji, postala je veoma aktuelna za našu državu.

Ovom problematikom Služba (tadašnje Ministarstvo za ljudska i manjinska prava) bavi se od 2005. godine kada je koordinisala rad državnih organa i nevladinih organizacija u cilju izrade Nacrta strate-gije za reintegraciju povratnika na osnovu sporazuma o readmisiji.

Godine 2006., počela je sa radom Kancelarija za readmisi-ju na aerodromu „Nikola Tesla“ u Beogradu. Danas je Kancel-

Readmisija i ReintegRacija povRatnika – osnovni pojmovi10

Agency for Human and Minority Rights

Agency for Human and Minority Rights of the Government of Republic of Serbia was founded in June 2006. The Agency has a tenure to carry out expert work referring to pro-tection and improvement of human and minority rights, to take part in preparing regula-tive on human and minority rights, to follow synchronisation of national legislation in relation to international agreements and other international acts on human and minority rights and in that sense to initiate modifications of national legislation in this domain.

Besides that, Agency for Human and Minority Rights represents Serbia in front of European Court for Human Rights, submits reports on implementation of a line of inter-national conventions, subsequently, responds to single pre-issues to international organi-zations whose control was accepted by our country and enables the accomplishment of right of national minorities living in Serbia. The Agency also prepares for the Government the acts by which the work of ministries and special organizations in charge for synchro-nizing national legislation with international agreements and other international acts on protection of human and minority rights is being observed, directed and synchronized.

By reason of having Republic of Serbia closer to the processes of European integra-tions and because of responsibilities and obligations related to efficient migrations con-trol being taken over, the topic of readmission, specifically of reintegration of returnees being brought back to Serbia under Readmission Agreements has become substantial for our country.

arija finansirana od strane Službe. Sa radnim vremenom od 10h do 22h zaposleni dočekuju prisilne povratnike koji se vraćaju pojedinačnim i čarter letovima i pružaju im osnovnu savetodavnu pomoć. Povratnicima se deli i „Informator za povratnike po read-misjiji“ koji sadrži informacije i kontakt telefone neophodne za snalaženje u zemlji porekla.

Kancelarija je locirana u prostoru Suporta, između carine i pasoške kontrole u zoni prijema prtljaga. Prostor za Kancelariju i dnevno opremanje obezbeđeno je od strane Javnog preduzeća „Aerodrom Nikola Tesla“.

Kancelarija za readmisiju na aerodromu „Nikola Tesla“ po svojoj osnovnoj nameni, ulozi i funkcionisanju obezbeđuje:

- Identifikaciju deportovanih lica i dobrovoljnih povratnika- Informisanje deportovanih lica i dobrovoljnih povratnika o pro-

cesu reintegracije u Srbiju- Identifikaciju osnovnih problema sa kojima se susreću lica po re-

admisiji- Osnovnu pravnu pomoć i savete iz oblasti regulisanja ličnog sta-

tusa, socijalne i zdravstvene zaštite i zapošljavanja- Prikupljanje podataka o stanju ljudskih i manjinskih prava lica

po readmisiji - Prikupljanje drugih relevantnih podataka od značaja za proces

reintegracije povratnika - Izveštavanje Službe za ljudska i manjinska prava o stanju i prob-

lemima lica povratnika

Readmission and ReintegRation of RetuRnees – Basic teRms 11

Kancelarija za readmisiju na aerodromu „Nikola Tesla“

In 2005 Agency (at that time Ministry for Human and Minority Rights) was co-ordinating the work of state bodies and non governmental organizations with the ob-jective of constructing the Draft Strategy for Returnees Reintegration on the basis of Readmission Agreement.

In 2006 the Readmission Office started its work at the airport ‘Nikola Tesla’ in Belgrade. Today the Office is being financed by the Agency. The employees are meeting forced returnees being returned by single and charter flights and are offering them basic advisory assistance within working hours from 10 AM to 10 PM. The returnees are be-ing supplied by Returnees Information Bulletin containing the information and contact telephone numbers necessary for coping in the country of origin.

The Office is located in the space of Support, between the Customs and Passport control in the baggage claim area. The space for the Office and daily kit has been ac-quired by JP ‘Nikola Tesla’ Airport.

As per its basic purpose, role and function the Readmission Office at the airport ‘Nikola Tesla’ secures as follows:

– Identification of deported people and those voluntary returned – Providing information on the process of reintegration in Serbia to the deported people

and to those voluntary returned – Identification of basic problems of people under readmission – Basic legal assistance and advice in domain of regulation of personal status, social and

health protection and employment. – Gathering data on human and minority rights condition of people under readmission. – Gathering other relevant data of significance for the process of returnees’ reintegration.

Informing the Agency for Human and Minority Rights on the condition and problems of returnees.

Readmission Office at the airport ‘Nikola Tesla’

U cilju efikasnijeg sprovođenja svojih aktivnosti, osnovan je Centar za integraciju povratnika. Centar za integraciju povratnika je pre-duzeo niz aktivnosti od kojih se izdvaja okupljanje i koordinacija predstavnika svih resornih ministarstava i nevladinih organizacija a u cilju pronalaženja „održivih mehanizama za integraciju“ koji su u skladu sa Nacrtom strategije za reintegraciju povratnika i postojećim zakonodavstvom, te razvoj Priručnika za postupanje u okviru integracije povratnika po readmisiji objavljenog na sledećim jezicima: srpski, engleski, mađarski i albanski.

Readmisija i ReintegRacija povRatnika – osnovni pojmovi12

With the aim of caring out its activities in more efficient way, a Centre for Returnees Inte-gration has been founded. The Centre for Returnees Integration has entered a line of ac-tivities among which there is to stress the gathering and coordination of representatives of all line ministries and non governmental organizations with the objective of sourcing ‘sustainable mechanisms for integration’ in line with the Draft Strategy for Returnees Reintegration and with the existing law, and also a development of Manual for Acting Inside Returnees Integration which has been published in Serbian, English, Hungarian and Albanian languages.

UNDP

UNDP je globalna mreza Ujedinjenih nacija koja radi sa partneri-ma iz 166 zemalja, pomazuci im da stvaraju rešenja pred izazovi-ma globalizacije i ljudskog napretka.

UNDP radi na promovisanju održivog ljudskog razvoja u skladu sa ciljevima razvoja milenijuma kao agende globalnog raz-voja medjunarodne zajednice. To čini tako sto podržava prioritete u smanjenju siromastva, promoviše demokratsku vlast i ljudska prava, bori se protiv HIV-a/SIDE i drugih epidemioloških pretnji, promovišuci održivu energetsku politiku, kao i sprečavajući kon-flikt i pomažući prilikom post konfliktnog oporavka.

Uključivanje i nepristrasnost neke su od osnovnih postav-ki konceptualnog okvira ljudskog razvoja ustanovljenog prizna-tim globalnim Izveštajima UNDP-a o ljudskom razvoju, koji se godišnje objavljuju od 1990. godine. Izveštaji pomažu prilikom stvaranja živih debata oko politike i akcija potrebnih za ubrzavanje ljudskog razvoja i postizanje MDG-a.

Delatnost UNDP u Srbiji

U Srbiji, UNDP deluje preko Državne kancelarije u Beogradu i projektnih kancelarija u Vranju, južnoj Srbiji i Novom Pazaru i ju-gozapadnoj Srbiji.

Ciljevi UNDP-a u vezi sa Srbijom izneti su u Dokumentu o drzavnom programu (CPD), koji je potpisan sa Vladom Srbije u januaru 2005. Ovaj dokument prati njegov plan primene – Akcioni plan Državnog programa (CPAP), koji je osmišljen zajedno sa Vla-dom i odobren s njene strane u julu 2005. godine.

Readmission and ReintegRation of RetuRnees – Basic teRms 13

UNDP

UNDP is the UN’s global network, working with partners from 166 countries, helping them create solutions in front of the challenges of globalization and human development.

UNDP works to promote sustainable human development in accordance with the Mil-lennium Development Goals as the international community’s global development agenda. It does so by supporting priorities in poverty alleviation, promoting democratic governance and human rights, combating HIV/AIDS and other epidemiological threats, promoting sus-tainable energy policies, as well as preventing conflict and assisting in post-conflict recovery.

Inclusion and equity are some of the hallmarks of the human development conceptual framework pioneered by the UNDP renowned global Human Development Reports, pub-lished annually since 1990. The Reports are helping to generate lively debates around the policies and actions needed to accelerate human development and achieve the MDGs.

Activities of UNDP in Serbia

In Serbia, UNDP operates through the Country Office in Belgrade and the project offices in Vranje, Southern Serbia and Novi Pazar, South West Serbia. The UNDP objectives for Serbia are outlined in the Country Programme Document (CPD), signed with the Govern-ment of Serbia in January 2005. This document is accompanied by its implementation plan - Country Programme Action Plan (CPAP), which has been designed together and approved by the Government in July 2005.

Postoje tri cilja za period 2005-2009: - Efikasan, odgovoran javni sektor fokusiran na ljude - Ojačano zakonodavstvo i ravnopravan pristup pravdi - Povećana sposobnost promovisanja održivog razvoja

Iz ovih ciljeva, formulisano je pet tematskih oblasti u domenu pomoći UNDP-a: - Demokratsko upravljanje - Sigurnost građana - Smanjenje siromaštva i ekonomski razvoj - Decentralizacija i lokalni razvoj - Politika

Za uspeh svojih postojećih i budućih aktivnosti u Srbiji UNDP se oslanja na snažne odnose sa svojim partnerima, na njiho-vu posvećenost i doprinos postavljenim ciljevima. Široka mreža partnera uključuje Vladu, lokalnu vlast, međunarodnu zajed-nicu, građansko društvo, nevladine organizacije i privatni sektor.

UNDP zasniva partnerske odnose na: zajedničkoj viziji budućeg razvoja Srbije, razumevanju prioriteta razvoja sa kojima se susreće zemlja, veri u važnost održivih razvojnih inicijativa, ja-vno-privatnom partnerskom odnosu i zajedničkom delovanju pri agencijama UN-a.

Readmisija i ReintegRacija povRatnika – osnovni pojmovi1�

There are three objectives for the period 2005-2009: – Efficient, Accountable and People-Centered Public Sector – Strengthened Rule of Law and Equal Access to Justice – Increased Capacity to Promote Sustainable Development.

From these objectives, five thematic areas of our assistance have been formulated: Dem-ocratic Governance – Human Security – Poverty Reduction and Economic Development – Decentralization and Local Development – Policy

For the success of its ongoing and future activities in Serbia UNDP relies on the strong relationship with its partners, their commitment and contribution to designated objec-tives. An extensive partners’ network includes the Government, local authorities, in-ternational community, civil society, non-governmental organizations and the private sector. UNDP bases its partnerships on: common vision of Serbia’s future development, understanding of development priorities faced by the country, belief in the importance of sustainable development initiatives, public-private partnerships and joint action of UN agencies.

Projekat:Podizanje svesti među državnim organima na lokalnom nivou i samih pojedinaca/povratnika o rešavanju problema povratnika

„Podizanje svesti među državnim organima na lokalnom nivou i samih pojedinaca/povratnika o rešavanju problema povratnika“ je projekat koji finansira Holandska vlada, a implementira ga Služba za ljudska i manjinska prava zajedno sa UNDP-jem kao implemen-tacionim partnerom.

Opšti cilj projekta je obezbeđivanje bolje integracije povratnika u Republiku Srbiju kroz aktivnosti podizanja svesti na centralnom i lokalnom nivou. Aktivnosti podizanja svesti tiču se sledećih aspe-kata reintegracije, odnosno sledećih oblasti u kojima povratnicima može biti otežan pristup pravima:

- izdavanje ličnih dokumenata- socijalna zaštita- zdravstvena zaštita- obrazovanje/jezik

awaReness Raising among LocaL state institutions 1�

Project:

Awareness Raising among Local State Institutions and Concerned Individuals/Returnees to Deal with Returnee Issues. ‘Awareness Raising among Local State Institutions and Concerned Individuals/ Returnees to Deal with Returnee Issues’ is a project financed by Dutch government and implemented by the Agency for Human and Minority Rights together with UNDP, as an implementation partner. General objective of the project is ensuring better returnees’ integration to Republic of Serbia through activities of raising awareness on central and local levels. Activities of raising the awareness concern the following reintegration aspects, i.e. the following domains where the access to rights may be complicated for returnees:

- issuing personal documents - social protection - health protection - education/language

Cilj projekta je i uspostavljanje partnerstva i saradnje između za-poslenih u navedenim oblastima koja treba da obezbedi zajednički pristup u rešavanju problema povratnika. Očekuje se da zaposleni u državnim institucijama i organima, kao i lokalnoj samoupravi steknu relevantna znanja i veštine kojim mogu da pomognu u rešavanju problema sa kojima se povratnici susreću.

U skladu sa postavljenim ciljevima, održani su treninzi u 10 op-ština/gradova u Srbiji:

podizanje svesti među dRžavnim oRganima1�

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Kovin

Alibunar

Mladenovac

Rogacica

Obrenovac

Ruma Inđija Stara Pazova

GornjiMilanovac

SremskaMitrovica Nova Pazova

Sjenica

Novi Pazar

Prijepolje

Priboj

Prokuplje

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Velika-Plana

Bijelo Polje

Bujanovac

Prizren

Vranje

Orahovac

Tetovo

Priboj

Gnjilane

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Bar

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Sokobanja

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Ivangrad

Pljevlja

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Szeged

Subotica

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The project’s objective is the set up of partnership and collaboration among the employ-ees in mentioned domains which should ensure joint access to returnee’ problems solu-tion. Employees of state institutions and organizations, as well as of local self adminis-tration are expected to obtain relevant knowledge and skills helpful in solving problems confronted by returnees.

In line with designated objectives, trainings in 10 municipalities/cities in Serbia were held:

Navedene opštine/gradovi izabrani na osnovu sledećih kri-terijuma:

1. broj povratnika (povratnici se uglavnom vraćaju u svoje mesto porekla ili mesto u kome imaju rodbinu)

2. pozicija opštine/grada u regiji (povratnici koji nemaju blisku rodbinu se vraćaju u važnija odredišta u regiji)

Trening je zasnovan na setu konkretnih i praktičnih mera koje su zasnovane na postojećem zakonskom okviru, a mogu da obezbede povratnicima lakši pristup pravima (tzv. „održivi meha-nizmi za integraciju“), odnosno izjednače ih sa građanima Srbi-je, i potpomognu njihovu integraciju u društvo. Ovi mehanizmi opisani su u „Priručnika za reintegraciju povratnika po readmisiji“ koji je namenjen zaposlenima u državnim institucijama i lokalnim samoupravama.

Kroz trening je prošla 231 osoba:

Struktura učesnika treninga / Training participants structure Total Policijske uprave / Police administration 31Nacionalna služba za zapošljavanje / National employment agency 22Matične službe / Registration agencies 63Zavod za zdravstveno osiguranje / Health security institute 7Domovi zdravlja / Health centers 27Centri za socijalni rad / Centres for social work 33Školske uprave / School administration 10Osnovne škole / Elementary schools 14Predškolske ustanove / Pre-school institutions 3Crveni krst / Red cross 5Pokrajinske vlasti / Province authorities 5Republičke vlasti / Republic authorities 4

awaReness Raising among LocaL state institutions 1�

Specified municipalities/cities were chosen on the basis of the following criteria:

1. number of returnees (returnees mostly return to their place of origin or the place where they have relatives)

2. position of municipality/city in the region (returnees without close relatives return to destination of more importance in the region).

The training is based on a set of concrete and practical measures based on the existing legislation framework, which may ensure returnees to have easier access to the rights (so-called ‘sustainable integration mechanisms’), i.e. to make them equal to Ser-bian citizens and to support their integration into society. These mechanisms are de-scribed in ‘Information Manual for Returnees in the Process of Readmission’ designed for employees in state institutions and local self administrations.

The training was attended by 231 person:

Obavljeno je još jedno terensko istraživanje kojim su priku-pljeni podaci o više od 3300 povratnika širom Srbije koje će dati prvu sliku o socio-ekonomskoj poziciji ovih ljudi, kao i problemi-ma sa kojima se susreću. Napominjemo da je ovo prva iscrpna baza podataka o povratnicima, pošto njihov broj ostaje nepoznanica i za vlade zemalja Zapadne Evrope iz kojih se vraćaju, a o karakteris-tikama ove grupe ljudi da i ne govorimo (problemi u prikupljanju podataka nastaju zbog mobilnosti povratnika, kao i nedostataka jedinstvenih mehanizama za njihovu identifikaciju).

Izrađen je „Informator za povratnike po readmisiji“, na-menjen samim povratnicima, objavljen na romskom, srpskom, holansdkom, nemačkom i engleskom jeziku, koji sadrži osnovne informacije i kontakte od koristi povratnicima i čija se distribucija vrši u Kancelariji za readmisiju na aerodromu „Nikola Tesla“, Beo-grad i drugim značajnim punktovima (centrima za socijalni rad, školama, NVO, diplomatsko-konzularnim predstavništvima, i sl.)

U toku je sprovođenje aktivnosti čiji je cilj učenje srpskog jezika i integracija dece povratnika u škole u 15 opština sa najvećim brojem dece povratnika, s obzirom da je problem nepoznavanja ili nedovoljnog poznavanja srpskog jezika tj. jezika na kome se odvija nastava u školama alarmantan je i prepoznat kao prioritet u inte-graciji dece povratnika u obrazovni sistem.

Deca predstavljaju posebno ranjivu grupu u okviru povra-tničke populacije koja se teško nosi sa traumom prouzrokovanom

podizanje svesti među dRžavnim oRganima1�

Another field research was carried out having collected the data on more than 3300 returnees Serbiawide which will offer the right picture on socio-economical position of these people, as well as on problems they are confronting. We point out that this is the first detailed returnees’ data base as their number remains unknown even to the West-ern European countries they are returning from, not to speak about characteristics of this population group (problems while collecting data appear due to returnees’ mobility, and also due to the lack of unique mechanisms for their identification).

‘Information Bulletin for Returnees in the Process of Readmission’ was created, intended for returnees themselves, published in Roma, Serbian, Dutch, German and English languages which contains basic information and contacts useful to returnees. Its distribution is carried out in the Readmission Office at the airport ‘Nikola Tesla’, Bel-grade, as well as in other points of importance (social work centres, schools, nongovern-mental organizations, diplomatic and consular offices, and similar).

The activity whose aim is to teach Serbian language and to integrate returnee chil-dren to schools in 15 municipalities with the largest number of returnee children is in course, considering that the problem of not knowing Serbian language i.e. the teaching language in schools or not knowing it as much as needed is alarming and has been rec-ognized as a priority inside integration of returnee children to education system.

Children represent particularly vulnerable group within returnee population dealing hardly with trauma caused by change, which was often sudden and by unwanted environment in which they found themselves. In most cases it is a change ‘to worse’, as families with children return from comfortable apartments to Roma settlements without basic life conditions. In this regard inside the project there has been anticipated the activity of learning Serbian language which should serve not only to remove one of the obstacles confronted by children while trying to get integrated into the educational system, but also to create accepting and supporting atmosphere directed to diminish children trauma.

promenom, često naglom i neželjenom sredinom u kojoj su se na-lazili. U većini slučajeva to je i promena „na gore“ jer se porodice sa decom vraćaju iz udobnih stanova u neuslovna romska naselja. Zbog toga je u okviru projekta zamišljena aktivnost učenja srpskog jezika koja treba da posluži ne samo otklanjanju jedne od prepreka sa kojom se deca susreću pri pokušajima da se integrišu u sistem školstva, nego i stvaranju atmosfere prihvatanja i podrške kojom bi se smanjila traumatizacija dece.

Najugroženijim povratničkim porodicama problem predstav-lja i nedostatak sredstava potrebnih za prevođenje školskih i dru-gih dokumenata, pa je i ovo jedna od usluga koja je projektom predviđena.

U toku je pravljenje web sajta koji će sadržati osnovne in-formacije, kontakte i publikacije vezane za pitanja reintegracije povratnika.

Pored svih ovih aktivnosti Služba je u stalnom kontaktu sa nevladinim organizacijama i inicirala je osnivanje tela čiji će cilj biti koordinisanje aktivnosti vezanih za reintegraciju povratnika koje se odvijaju na terenu.

awaReness Raising among LocaL state institutions 1�

Beside all these activities the Agency for Human and Minority Rights has been in perma-nent contact with non governmental organizations and has initiated the formation of the body which will have as an objective the coordination of activities carried out on the field.

The problem of most endangered returnee families is also lack of funds needed for translation of school and other documents. This is accordingly one of services antici-pated by the project, as well.

Formation of web site which would contain basic information, contacts and publi-cations in regard to returnees’ reintegration issues is in course.

Beside all these activities the Agency for Human and Minority Rights has been in per-manent contact with non governmental organizations and has initiated the formation of body which will have as an objective the coordination of activities carried out on the field.

Analiza medijskih objavaPregled medijskih objava na temu readmisije i reintegracije povrat-nika u periodu avgust – septembar 2007. nije kompletan i maksi-malno pouzdan, pre svega iz razloga nepostojanja kompletne do-kumentacije. Služba za ljudska i manjinska prava nije pretplaćena na press clipping, tako da se pregled i analiza medijskih objava zasniva na člancima i tekstovima koji su pronađeni na internet pretraživačima po ključnim pojmovima.

Potrebno je hitno uspostavljanje stalnog i stručnog clip-pinga, bilo kroz sopstvenu službu, bilo angažovanjem agen-cije specijalizovane za praženje mediskih objava. Takav servis bi umnogome olakšao praćenje frekvencije i tonaliteta medijskoe prezentacije Službe. Specijalizovane agencije za clipping izveštaje šalju na dnevnom nivou, u elektronskoj formi, uz slanje nedeljnih, mesečnih i godišnjih analiza. Takva baza bi omogućila blagovre-meno usmeravanje medijskih aktivnosti Službe za ljudska i man-jinska prava. Lakše i brže bi mogli da budu definisani problemi i prepreke u procesu stvaranja pozitivne slike u javnosti o delovanju Službe.

Broj i tonalitet objavaBroj i tonalitet objava o temi readmisije i reintegracije povratnika u domaćim medijima u avgustu i septembru 2007. nije adekvatan važnosti ove teme, naročito ako se ima u vidu da je 18. septembra

anaLysis of media announcements 21

Analysis of Media Announcements Media announcements overview in relation to returnees’ readmission and reintegration issue in the period August – September, 2007 is not complete and entirely reliable, above all because of lack of complete documentation. Agency for Human and Minority Rights has not been prescribed to press clipping, consequently the overview and the analysis of media announcements is based on articles and texts found by Internet explorers as per key terms.

An urgent establishment of continuous and expert clipping is necessary, either by own service, or by engaging an Agency specialized in close follow up of media announcements. Such service would further ease the monitoring of frequency and tonality of the Agency’s media presentation. Specialized clipping agencies send reports daily, in electronic form, including mailing of weekly, monthly and annual analysis. Such base would enable prompt direction of media activities of Agency for Human and Minority Rights. Problems and obstacles inside process of creation of positive picture on the Agency activities in public could be defined in easier and more rapid way.

Announcements’ number and tonalityAnnouncements’ number and tonality on returnees’ readmission and reintegration issue in national media in August and September, 2007 is not corresponding to the im-portance of this subject, in particular bearing in mind that on September 18.

sa Evropskom unijom potpisan Sporazum o viznim olakšicama i Sporazum o readmisiji. Pored toga, tonalitet medijskih objava nije povoljan za Službu za manjinska i ljudska prava. Od osam pri-marnih objava koje je Služba za ljudska i manjinska prava regis-trovala u avgustu i septembru, u pet dnevnih novina koje izlaze na teritoriji Srbije (koje su u celini, ili delimično prenesene u nekoliko lokalnih medija ili internet portala), gotovo sve su negativno in-tonirane kada je u pitanju aktivnost državnih organa.

Osim teksta „Lađević: Država će pomoći reintegraciju povrat-nika“, objavljenog na servisu agencije Beta, a prenetog u „Blicu“ 5. avgusta, čiji se sadržaj može oceniti kao neutralan, čak sedam ob-java je izrazito negativno intoniran. Dovoljno je izneti listu naslova tekstova koje je Služba za ljudska i manjinska prava registrovala u avgustu i septembru 2007:

- „Blic“ (05. 08) – „Lađević: Država će pomoći reintegraciju povratnika“- „Dnevnik“ (06. 08) – „Srbija nespremna za readmisiju“- „Glas javnosti“ (07. 08) – „Evropa ih ostavila na ledini“- „Večernje novosti“ (13. 08) – „Vrate ih, a oni odu“- „Danas“ (14. 08) – „Država nema budžet za povratnike“- „Blic“ (19. 08) – „Nespremni za 150.000 povratnika“- „Blic“ (27. 08) – „Vlada ne mari za svoju sliku na internetu“- „Blic“ (08. 09) – „Povratnici nemaju ni posao ni smeštaj“

Osim teksta „Lađević: Država će pomoći reintegraciju povratnika“, u ovom periodu Služba za ljudska i manjinska prava nije inicirala ni jednu primarnu objavu o temi readmisije i reintegracije, a go-

anaLiza medijskih oBjava22

Agreement on Facilitation of Visa Regime and Readmission Agreement were signed with European Union. Besides, tonality of media announcements is not convenient for the Agency for Human and Minority Rights. Out of eight principal announcements registered by the Agency for Human and Minority Rights in August and September, in five daily newspapers being published at the territory of Serbia (which were entirely or partially communicated through several local media or Internet portals), almost all are negatively affected speaking of the activities of state organizations. Besides the text: ‘Ladevic: The country will help returnees’ reintegration’ published on Agency Beta service, and communicated in ‘Blic’ on August 5, whose content may be evaluated as neutral, seven announcements were negatively affected. It would be enough to expose a list of text headlines registered by the Agency for Human and Minority Rights in August and September, 2007.

- ‘Blic’ (August, 5) – ‘Ladevic: The Country will Help Returnees’ Reintegration’ - ‘Dnevnik’ (August, 6) – ‘Serbia Unprepared for Readmission’ - ‘Glas javnosti’ (August, 7) – ‘Europe Left them on Turf ’ - ‘Vecernje novosti’ (August 13) – ‘They Turn them Back and They Leave’ - ‘Danas’ (August 14) – ‘The Country has no Budget for Returnees’ - ‘Blic’ (August 19) – ‘Unprepared for 150.000 of Returnees’ - ‘Blic’ (August 27) – The Government does not Care for its Own Internet Picture’ - ‘Blic’ (September, 8) – ‘Returnees have neither Job or Furniture’

Besides the text: ‘Ladevic: The country will help returnees’ reintegration’, in this period the Department for Human and Minority Rights did not initiate neither of principal announcements on readmission and reintegration subject, and almost all announce-

tovo sve objave bile su inicirane izjavama drugih učesnika u ovom procesu, koji su kritikovali inertnost državnih organa. Ovde se pre svega misli na izjave Srđana Šajna, predsednika Romske partije, ali kritički tonovi se prepoznaju i u viđenju problema od strane samih novinara, urednika (oprema teksta – naslovi), pa čak i predstavni-ka pojedinih nevladinih organizacija.

Treba naglasiti da projekat Podizanje svesti među državnim or-ganima na lokalnom nivou i samih pojedinaca/ povratnika o rešavanju problema povratnika, prema podacima kojima raspolaže Služba za ljudska i manjinska prava, u medijima nigde nije ni pomenut.

Ključni pojmovi u analiziranim objavamaKljučni pojmovi u analiziranim objavama , izabrani od strane no-vinara i sagovornika, takođe, ne idu u prilog stvaranja pozitivne slike o aktivnostima Službe za ljudska i manjinska prava vezanih za proces readmisije i reintegracije povratnika.

Najčešće se barata cifrom od „150.000 lica“ koja treba da budu vraćena u Srbiju stupanjem na snagu Sporazuma o readmisi-ji. Ovde je prisutan momenat „zastrašivanja“ javnosti, dok se samo u naznakama konstatuje činjenica da je ovaj broj gornja granica procene, kao i da je readmisija dugogodišnji proces.

„Nespremnost države“ je pojam koji je, takođe veoma zastu-pljen u medijskim objavama. Ističe se da „država nema budžet za povratnike“, da je „Srbija nespremna za readmisiju“, da „nadležne službe nemaju podatke o broju i strukturi povratnika“.

anaLysis of media announcements 23

ments were initiated by statements of other participants of this process, who criticized inertness of state organizations. Above all here are to consider statements of Srjdan Sajn, president of Roma party, but critical aspects are recognized also in viewing the problem specifically by journalists, editors (text outfit – headlines), and even by representatives of a single non-governmental organizations. There is also to be stressed that the project Awareness Raising among Local Institutions and Concerned Individuals/Returnees to Deal with Returnee Issues. , according to data on hand to the Agency of Human and Minority Rights, has not been mentioned in any of media.

Key terms on analyzed announcementsKey terms on analyzed announcements, chosen by journalists and interlocutors, also, do not support the creation of positive picture on activities of the Agency for Human and Minority Rights in connection with process of returnees’ readmission and reintegration.

Most often, there is to deal with a figure of ‘150.000 of persons’ who should be brought back to Serbia by entering the Readmission Agreement into effect. A moment of ‘scaring’ the public is present here, while the facts that this number is an upper estimation limit as well as that the readmission is a long-term process are being disclosed only as a notion. ‘Unprepared country’ is a term which has also been very present in media announce-ments. It is stressed that ‘the country has no budget for returnees’, that ‘Serbia is unpre-pared for readmission’, that ‘Agencies in charge do not hold data on returnees’ number and their structure’.

Readmisija i ReintegRacija povRatnika – osnovni pojmovi2�

communication stRategy 2�

Komunikaciona strategijaNezaobilazan deo svake savremene moderne organizacije je služba za odnose sa javnošću. Kvalitetno osmišljeni i dobro rukovođeni odnosi sa javnošću garantuju porast poslovnog ugleda i rezultiraju unapređenjem finansijskih rezultata.

Odnosi sa javnošću uključuju identifikaciju i analizu ciljnih ja-vnosti, pozicioniranje i strateško savetovanje, analizu budućih trendova i njihovih efekata, istraživanje javnog mnjenja, stavova i očekivanja, sprečavanje sukoba i nesporazuma…

Dobro osmišljena i profesionalno plasirana medijska ob-java donosi organizaciji ili pojedincu neuporedivo veću korist od bilo kog plaćenog vida oglašavanja. Naravno, kombinovani metod nastupa u medijima, koji uključuje komercijalno oglašavanja, uz temeljnu strategiju i efikasnu realizaciju PR aktivnosti, donosi najbolje rezultate.

Communication Strategy Inevitable part of each modern organizationization nowadays is a public relation service. Public relations which have been originated with quality and well managed are a guarantee of a raise of business reputation and result in improving financial results. Public relations include identification and analysis of aimed public, positioning and strategic advisory, analysis of future trends and their effects, research of public opinion, positions and expectations, conflicts and misunderstandings prevention..

Media announcement that has been well originated and placed in professional way brings to an organization or to an individual incomparably higher benefit than any of paid advertising methods. Certainly, combined method of media presentation including commercial advertising, along with a detailed strategy and efficient realization of PR activities, produces most excellent results.

komunikaciona stRategija2�

Neophodni uslovi za realizaciju strategije U cilju promene medijske slike o aktivnostima Službe za ljudska i manjinska prava, a u vezi sa readmisijom i reintegracijom povrat-nika, treba preduzeti sledeće konkretne mere:

Formiranje tima koji će se baviti odnosima sa medijima i kreira-njem bolje slike Službe u javnosti. Ovaj tim može da bude sastavljen od ljudi koji već rade za Službu. Druga mogućnost je angažovanje PR agencije, koju treba angažovati na duži period, jer je kontinu-itet izuzetno važan faktor u uspostavljanju zdravog i obostrano korektnog odosa sa medijima. Aktivnosti PR tima, ili PR agencije angažovane od strane Službe treba da se sastoje od sledećih ele-menata:

Definisanje liste bitnih medija, kao i njihovih predstavnika (no-vinara koji se bave ovom problematikom i urednika odgovarajućih rubrika).

Uspostavljanje kontakta sa novinarima i urednicima sa prethodno definisane liste i stavljanje do znanja da imaju mogućnost da uvek dobiji brzu i preciznu informaciju o svim pitanjima iz delokruga aktivnosti Službe za ljudska i manjinska prava.

Održavanje stalnog kontakta sa predstavnicima medija, kako kroz pismenu komunikaciju – slanje informacija, obaveštenja, saopštenja, tako i usmeno, direktnom komunikacijom.

Necessary Conditions for Strategy Realization

With the aim of changing media picture about the activities of the Agency for Human and Minority Rights, and in connection with returnees’ readmission and reintegration, specific measures should be taken, as follows:

Formation of a team which would deal with media relations and with formation of better picture of the Agency in public. This team may be composed of people who have already been working for the Agency. Another option is to engage a PR Agency, which should be appointed for a longer period, considering that a continuous work is an im-portant factor in establishing healthy and reciprocally proper relation with media. Ac-tivities of PR team or of a PR Agency engaged by the Agency should consist of the fol-lowing elements:

Definition of list of key media, along with their representatives (journalists dealing with this matter and editors of appropriate columns).

Establishing contacts with journalists and editors from previously defined list and informing them that they are in a position to always obtain rapid and precise information on all the matters the Agency for Human and Minority Rights is in charge.

communication stRategy 2�

Održavanje redovnih sastanaka sa predsatavnicima medija. Kada postoji povod, organizovanjem konferencija za medije, kada nema posebno bitnih događaja, onda treba ustanoviti radna okupljanja (bar jednom u dve nedelje) na kojima novinari mogu da dobiju sve informacije koje su im potrebne.

Hitno treba postaviti zvaničnu internet prezentaciju sa svim po-dacima o Službi za ljudska i manjinska prava, kao i aktivnostima, projektima i kontaktima. S obzirom da web prezentacija, trenutno ne postoji, jedine informacije o Službi na internetu mogu se dobiti iz sekundarnih izvora – tekstova objavljenih u medijima o temama bliskim manjinskim i ljudskim pravima, ili tekstova objavljenih u periodu kada je Služba formirana. Ovo je svakako nedovoljan i nepouzdan način dolaska do informacija o Službi.

Potrebno je kontinuirano i stručno praćenje medijskih objava, kako o Službi za ljudska i manjinska prava, tako i o svim temama povezanim sa delokrugom aktivnosti Službe. U tom smislu, neo-phodno je pretplatiti se na press clipping u nekoj od specijal-izovanih agencija (npr. Ninamedia). Tako se stvaraju uslovi da se blagovremeno i adekvatno reaguje na medijske objave koje zahtevaju reakciju, ali i da se unapred usmerava strategija delovan-ja u sektoru odnosa sa javnošću.

Keeping continuous contact with media representatives, through both a communi-cation in written – providing information, notices, statements, or by mouth, through direct communication.

Holding regular meetings with media representatives. In case there is a motivation, by organizing media conferences, in case of lack of particularly important events, work gatherings should be scheduled (at least once in two weeks) where journalists could obtain all the information they need.

An official Internet presentation should be installed with urgency, with all the in-formation on the Agency for Human and Minority Rights, along with the activities, projects and contacts. Taking into consideration that web presentation does not exist at this point, the only information on the Agency on Internet can be obtained from sec-ondary resources – texts published in media on subjects close to minority and human rights, or texts published in period of the Agency formation. This is certainly not neces-sary and not reliable way of obtaining information about the Agency.

A continuous and expert follow up of media announcements is needed, both on the Agency for Human and Minority Rights and on all the subjects related to the field area covered by the Agency activities. In that sense, it is necessary to get prescribed to press clipping at some of the specialized agencies (such as Ninamedia). In this way conditions for a prompt and proper reaction to media announcements requiring reaction are being created, and both for far ahead direction of activities in public relations sector.

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Elementi strategijeSve gore navedeno su samo osnovni potrebni uslovi koje Služba za ljudska i manjinska prava treba da ispuni da bi mogla uspešno da sprovodi komunikacionu strategiju po bilo kom pitanju, pa i po pitanju problema readmisije i reintegracije povratnika. Tek po ispunjenju gore navedenih uslova, za šta nije potrebno mnogo vremena ni sredstava, može se pristupiti iole ozbiljnoj re-alizaciji komunikacione strategije u domenu readmisije i reinte-gracije povratnika. Ova strategija bi trebalo da bude usmerena u nekoliko pravaca:

Promocija aktivnosti Službe za ljudska i manjinska prava: potreb-no je pružiti medijima kompletnu i objektivnu informaciju o svim aktivnostima i projektima koje je Služba sprovela, ili sprovodi, kao i o aktivnostima ili projektima koji su u planu. Pri tome, ne treba skrivati objektivne teškoće sa kojima se Služba susreće. Treba im dati pravu dimenziju i treba ih smestiti u objektivnu vizuru. Uvek je bolje da se o teškoćama i problemima govori na stručan i objektivan način, nego da se uopšte ne govori. Rezultat ćutanja i prećutkivanja je, gotovo uvek, predimenzioniranje problema, što vodi zastrašivanju javnosti i stvaranju utiska da je „stvar izmakla kontroli“.

Naravno, uvek treba isticati pozitivne efekte i konkretne re-zultate aktivnosti i projekata Službe. Svaki pozitivan primer povrat-nika (pojedinca ili porodice), koji je uz pomoć Službe za ljudska i

Strategy Elements

All above mentioned are only the basic conditions needed to be fulfilled by the Agency for Human and Minority Rights in order to carry out the communication strategy in a successful way corresponding to any issue, including the issue of returnees readmission and reintegration problem.

Only after specified conditions are fulfilled, which does not require neither much time nor funds, it can be proceeded to at least a bit serious realization of communication strategy in the domain of returnees’ readmission and reintegration. This strategy should be concentrated in several directions:

Promotion of activities of the Agency for Human and Minority Rights: it is necessary to offer media a complete and objective information on all the activities and projects carried out or being carried out by the Agency, both as on the activities or projects planned. Yet, the objective difficulties confronted by the Agency should not be hidden. They should be given a right dimension and should be placed in objective per-spective. It is always better to speak about difficulties and problems in expert and objec-tive way, rather that not to speak at all. The result of being silent and not saying things almost always results in making a problem excessive, leading to frightening the public and creation of impression that the ’issue is out of control’.

Of course, positive effects and concrete results of activities and projects of the Department shoud always be underlined. Each positive example of returnees (an individual or a family), entered successfully to a reintegration process by assistance of the Agency for Human and Minority Rights should be pointed out and struggled for

communication stRategy 2�

its media attention. Not to hide problems in this way, but to show that a successful returnees’ reintegration process is possible. Each positive example may be an incentive for innovative positive examples.

Identification of the Agency for Human and Minority Rights as a reliable and en-gaged subject in returnees’ readmission and reintegration process: in case positive effects of the Agency activities are successfully stressed, in case by a continuous and professional relation towards media a picture of organization caring for a public to be promptly and correctly informed on its activities is being established, the Agency will build its positive identification within media space. In time, people in charge of relation with media representatives on behalf of the Agency for Human and Minority Rights, will become inevitable factor inside the process of informing on all the issues in connec-tion with the area covered by the Agency, but also on other related issues. When media (journalists and editors) establish such a relation of professional confidence, it means that we are on the right way for the positive identification to be established.

Relation with local media: very important direction of acting is concentration of PR activities towards local media. Bearing in mind that local community and local gov-ernance organizations are the target group of the specific project, a promotion in local media is inevitable element of communication strategy.The way of penetrating through local media is more rapid and easier than a penetration through media with national coverage for many reasons. First, the subject is related to the

manjinska prava uspešno ušao u proces reintegracije, treba istaći i izboriti mu medijsku pažnju. Ne da bi se time prikrili problemi, već da bi se pokazalo da je uspešan proces reintegracije povratnika moguć. Svaki pozitivan primer može da bude podsticaj za nove pozitivne primere.

Identifikacija Službe za ljudska i manjinska prava kao odgovor-nog i angažovanog subjekta u procesu readmisije i reintegracije povratnika: ukoliko se uspešno istaknu pozitivni efekti aktivnosti Službe, ukoliko se putem kontinuiranog i profesionalnog odnosa prema medijima uspostavi slika organizacije koja brine da javnost bude pravovremeno i tačno informisana o njenom delovanju, Služba će izgraditi svoju pozitivnu identifikaciju u medijskom prostoru. Vre-menom će ljudi zaduženi ispred Službe za ljudska i manjinska prava, za odnose sa predstavnicima medija, postati nezaobilazni činilac u procesu informisanja o svim pitanjima koja se tiču delokruga rada Službe, ali i o drugim srodnim pitanjima. Kada mediji (novinari i urednici) uspostave takav odnos profesionalnog poverenja, znači da smo na pravom putu da pozitivna identifikacija bude uspostavljena.

Odnos sa lokalnim medijima: veoma bitan pravac delovanja je usmeravanje PR aktivnosti ka lokalnim medijima. S obzirom da su lokalna zajednica i lokalni organi vlasti ciljna grupa konkretnog projekta promocija u lokalnim medijima je nezaobilazan element komunikacione strategije. Put prodora kroz lokalne medije je brži i lakši nego prodor kroz medije sa nacionalnim pokrivanjem iz više

komunikaciona stRategija30

local community, on the other hand, local media are ‘starving’ for information referring to the region where they execute the informing process and as a third, the way to a relation of confidence and establishment of a positive identification towards journalists and editors of local media is shorter, particularly from the position of government sector.

The use of data base at a disposal to the Agency for Human and Minority Rights. the use of data base in correct manner and for certain purposes, regarding number, educa-tion, age sex and national structure of returnees, may be an efficient tool in the proc-ess of taking a good media position. An expert and objective use of ‘number language’ leaves an impression of neatness, accuracy and efficiency and extends the level of public confidence.

Realization of a specific campaign: for single segments of work of the Agency for Hu-man and Minority Rights, and especially for the specific project it looks as a productive acting direction in improving media picture of the Agency, but also as a good way to increase the efficiency and productivity of the project itself. Organization of classes for teaching Serbian language in 15 cities in Serbia, organized by the Agency, might be the hallmark of a campaign in local information channels. Recording a radio jingle, TV spot or preparation of a newspaper announcement and the respective placement through local media would not require high expenses (considering proportionately low advertis-ing costs in local media), and it would produce significant results in sense of results of concrete action, but also in sense of institutional identification of the Agency for Human and Minority Rights itself.

razloga. Prvo, tema je vezana za lokalnu zajednicu, drugo, lokalni mediji su „gladni“ informacija koje se tiču regiona u kome vrše proces informisanja i treće, put do odnosa poverenja i uspostav-ljanja pozitivne identifikacije prema novinarima i urednicima lo-kalnih medija kraći je, naročito iz pozicije vladinog sektora.

Korišćenje baze podataka kojom raspolaže Služba za ljudska i man-jinska prava: ispravno i namensko korišćenje baze podataka o broju, obrazovnoj, starosnoj, polnoj i nacionalnoj strukturi povratnika, može da bude efikasno oruđe u procesu zauzimanja dobre medijske pozici-je. Stručno i objektivno korišćenje „govora brojki“ daje utisak egzakt-nosti, preciznosti i efikasnosti i povećava stepen poverenja javnosti.

Realizovanje konkretne kampanje: za pojedine segmente delovanja Službe za ljudska i manjinska prava, a naročito za konkretni projekat čini se kao delotvoran pravac delovanja u poboljšanju medijske slike o Službi, ali i dobar način za povećanje efikasnosti i delotvornosti samog projekta. Organizovanje časova srpskog jezika u 15 gradova u Srbiji, koje realizuje Služba, moglo bi da bude predmet kampanje u lokalnim sredstvima informisanja. Snimanje radio džingla, TV spota i priprema novinskog oglasa i njihovo plasiranje kroz lokalne medije ne bi zahtevalo visoke troškove (s obzirom na srazmerno niske cene oglašavanja u lokalnim medijima), a imalo bi značajne rezultate i u smislu rezultata konkretne akcije, ali i u smislu institucionalne iden-tifikacije same Službe za ljudska i manjinska prava.

Komunikaciona strategija za potrebe projekta: „Podizanje svesti među državnim organima na lokalnom nivou i samih

pojedinaca/povratnika o rešavanju problema povratnika“

Communication Strategy for the Purposes of Project:“Awareness Raising among Local State Institutions and Concerned Individuals/Returnees

to Deal with Returnee Issues”