On November 24, the tailor-made training โ๐๐ญ๐ซ๐๐ญ๐๐ ๐ข๐ ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐๐๐ญ๐ข๐จ๐ง ๐๐ง๐ ๐๐จ๐ง๐ญ๐๐ง๐ญ ๐๐ซ๐๐๐ญ๐ข๐จ๐ง ๐๐จ๐ซ ๐๐๐๐ฌ ๐ข๐ง ๐๐จ๐ฌ๐จ๐ฏ๐จ” took place in Prishtina. The trainer ๐๐ข๐จ๐ฅ๐๐ญ๐ ๐๐ฒ๐ฌ๐๐ง๐ข ๐๐๐ฅ๐ฆ๐๐ง๐๐ข emphasized the important role of communication and visibility for CSOs and their significance in fostering public engagement and support.
Anila Salianji- The Project Manager/Smart Balkans talked about the components of SMART Balkans which aim to contribute to a stronger, more sustainable and vibrant civil sector. In this line, Salianji pointed out the tailor- made training programs that cater to the specific needs of CSOs; tutorials, the capacity assessment tool that provides insight to the deeper analysis of organizationsโ capacities for fund; mentoring support to less developed CSOs and technical support like the one stop shop with advices posted on the Resource Box. Salianji also explained the grant types, application requirements and deadlines.
Violeta Hyseni Kelmendi Media and Communication Expert stated that communication is an integral part of the success and influence of CSOs and visibility is a powerful tool to attract support and financial resources. Kelmendi added that communication can be used to build partnerships with donors and stakeholders; enhance the impact of initiatives as well promote transparency and accountability. She emphasized that organizations need to identify the main stakeholders like donors, beneficiaries, the general public, etc. and tailor the messages according to the circumstances. Kelmendi requested that participants offer examples of messages tailored to each audience that their respective organizations need to communicate with. She also explained the main communication channels including traditional media (press releases, press conferences, individual or panel interviews); digital platforms (social media, websites, newsletters) and events (conferences, workshops, advocacy campaigns etc.)
The second part was focused on the main elements of a communication strategy. Kelmendi said that a strategic communication plan is a comprehensive document that outlines objectives, target audiences, key messages, communication channels, budget and responsible individuals as well as indicators for measurement and evaluation. CSOs need a visibility plan to engage and build relationships with various stakeholders and promote their work. Moreover, she mentioned the strategic objectives including building strong relationships with donor and cultivating positive partnerships with other stakeholders. Regarding the principles of speaking with the media Kelmendi said that CSOs need to be careful and not discuss matters that they do not want to be published. Announcements aimed at informing journalists about something that will happen contain only the key information such as what will happen, when, and who is participating.
Kelmendi also provided advice for giving interviews. She emphasized the importance of thorough preparation for the interview and identify the key messages to convey during the conversation. The expert also highlighted that questions may not always align with expectations, stressing the need for flexibility in responses. During the interview itself, clarity and conciseness are important when delivering key messages and ensuring the audience understands the message is essential, and repeating main points aids in effective communication without overdoing it.
When it comes to social media content the expert said that to ensure common understanding CSOs need to use a simple language, accompany messages with visuals and provide everyday examples. Kelmendi stated that content on social media should be relevant, useful, and interesting. Allowing posts to be shared and encouraging audience engagement are essential aspects of an effective social media strategy. The audience was advised by the trainer that it’s important to consider which social media platform suits goals and audience best, whether it’s Facebook, Instagram, LinkedIn, Twitter, or others. Moreover, CSOs should engage actively to create interaction with followers.
In the group work the participants had to create a social media post for one of their interest topics considering the objectives, audience (donors, community, policymakers, general public), and tailoring the message accordingly. They also had to choose the platform and visualize the content.
