On November 30, 2023 was held in Tirana the tailor-made training focused on “๐๐ญ๐ซ๐๐ญ๐๐ ๐ข๐ ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐๐๐ญ๐ข๐จ๐ง ๐๐ง๐ ๐๐จ๐ง๐ญ๐๐ง๐ญ ๐๐ซ๐๐๐ญ๐ข๐จ๐ง ๐๐จ๐ซ ๐๐๐๐ฌ ๐ข๐ง ๐๐ฅ๐๐๐ง๐ข๐โ. Anila Salianji, Project Manager in her opening remarks mentioned that SMARTBalkans aims to strengthen participatory democracy; empower civil society and promote an active civil society to engage in decision-making processes.
Valbona Sulรงe, Media and Communication Expert started the session by asking whether communication is an innate trait, or a skill acquired over time. She explained the elements of communication and pointed out that they need to align and be successfully utilized to ensure the transmission and understanding of the message. Moreover, the message needs to be accurate, significant, clear, and emotional. Sulรงe also added that communication is used to influence and alter behaviors as well as to motivate people to engage in specific activities.ย The expert asserted that over 70% of our communication efforts are prone to being misunderstood, misinterpreted, rejected, or unheard.
The second part was focused on the creation of a communication strategy. Sulรงe stated that CSOs need a visibility plan to achieve the organization’s objectives, to engage and build relationships with various stakeholders and promote their work. In order to tailor communication strategies effectively she advised the participants to create an audience profile and research the way they receive information, their media literacy skills, and the way they consume media products. Later on, she went into depth about the independence of media outlets; ethical standards in their reporting; analyzing the nature and content of advertisements featured in the media. In this context, she pointed out that is important to understand the media market and the prime time for engagement for viewers. The training got more technical when the expert talked about the communication tools that CSOs can use with the media.
The training on strategic communication and content creation provided all the necessary pointers for CSOs to enhance communication and increase visibility. It is crucial that CSO representatives understand how to create engaging content, use visual elements and present themselves in the media outlets. The comprehensive understanding and implementation of these topics empower CSOs to amplify their impact and foster meaningful connections.
Find out more tips here: How can Civil Society Organizations communicate effectively?
