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NATO PDD Activity. With special regard on PfP Trust Fund project. Zsolt Rabai, NATO HQ PDD Coordinator for the West Balkans. NATO PDD Activity. Concept – from Info & Press toward PDD PDD Larger target audience Not only sending info but working together Structure Media

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nato pdd activity

NATO PDD Activity

With special regard on PfP Trust Fund project

Zsolt Rabai, NATO HQ PDD Coordinator for the West Balkans

nato pdd activity1
NATO PDD Activity
  • Concept – from Info & Press toward PDD
  • PDD
    • Larger target audience
    • Not only sending info but working together
    • Structure
      • Media
      • Outreach & NATO (special targets)
      • Scientific cooperation
      • Publications
nato pdd activity2
NATO PDD Activity
  • Key players
    • Secretary General & Spokesman
    • Senior Officials & IO’s
    • Nations
  • Coordination of messages and activities!!!
  • Political leadership and engagement is needed!!
    • Does the management discuss communication needs when dealing with an issue?
nato pdd activity3
NATO PDD Activity
  • Core message
  • Press lines
  • Q&A
  • Fact sheet
nato pdd activity4
NATO PDD Activity
  • Continuous
    • Transforming but old perception
    • Image & political situation
    • Transatlantic link
  • Operations
    • Need of public support
    • Negative perception in the Islamic world
  • Events (e.g. Summit & transatlantic link etc.)
  • Projects (e.g. PfP Trust Fund etc.)
pfp trust fund communication
PfP Trust Fund Communication
  • Highlights
    • Limited human and financial resources
    • Integrated into NATO’s main communication activities
    • Active participation of PASP is crucial
    • Regularity and timing
    • Budget
pfp trust fund communication1
PfP Trust Fund Communication
  • Public Opinion environment
    • Public opinion supports PfP membership but …
    • Public does not trust NATO and PfP
    • Destruction of land mines = becoming weaker = frustration
pfp trust fund communication2
PfP Trust Fund Communication
  • Core message
    • NATO cares about the Balkan security
    • NATO helps S&M create a trustful atmosphere
pfp trust fund communication3
PfP Trust Fund Communication
  • Internal Target Audience
    • NATO staff
    • National Delegations
    • CPE’s
  • Tools
    • Cascading information
    • Briefings
    • Briefing for the briefers
    • Direct mail
pfp trust fund communication4
PfP Trust Fund Communication
  • Target audience NATO countries
    • Journalists accredited in Brussels & in Belgrade
    • Opinion formers on the electronic address list
    • Parliamentarians /NAPA
  • Tools
    • Direct mail
    • Briefings
    • Conferences, seminars
    • Website
    • Visits on site
pfp trust fund communication5
PfP Trust Fund Communication
  • Target audience in S&M
    • Journalists
    • NGO & think tank leaders
    • Academics
    • MP’s
    • Senior civil servants
    • Senior military officers
    • Politically active youth
  • Tools
    • Same as before plus…
    • Presentation materials for briefers
    • Speaker tours
    • Publication pack for NATO Dep.Lib. plus University Libraries, Media Center etc.
pfp trust fund communication6
PfP Trust Fund Communication
  • NO SUCCESS WITHOUT STRONG COOPERATION WITH THE HOST NATION!!!!
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