engleski

Building capacities of civil society organizations for effective media relations - strategy framework

The objective of the research was to develop a theoretical framework for planning activities to build capacities of civil society organization fore effective media relations. The regional context is that of Bosnia and Herzegovina, Serbia, Albania, Kosovo, Macedonia and Turkey where a need to improve current media capacities of civil society organizations has been recognized. The basic aim of this research is to give a strategic direction to further improvement of the relationship between civil society organisations and media which also includes mapping future building capacities of civil society organisations to engage and become visible in the media, therefore developing public relations and media relations skills. The conceptual framework for this strategic direction includes capacity building of professionals engaged in communication and media relations function, advocacy and awareness raising in a dialogical and relational communication model, and effective communication to ensure quality relationships that include collaboration and possible partnerships.

capacity, civil society, media relations

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