Balkan Civic Practices #4- Media Relations-Guide for CSOs

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balkan-civic-practices-4The newest edition of Balkan Civic Practices carries the title “Media Relations – Guide for Civil Society Organizations”. Civil society organisations (CSOs) have more or less diverse experiences with media and journalists. Very often, the activities, projects, and efforts of CSOs are ignored, poorly understood or falsely presented. As could be deducted from numerous discussions with various CSOs from Slovenia and the Western Balkan countries, many have similar remarks, complaints and fears about the media. This guide attempts to give answer to most common questions, doubts and misconceptions about the media while communicating and working with them.

The guide is based on notes prepared for the media relations trainings for CSOs held in Tirana (08 – 10 February, 2007) and Novi Sad (01 – 03 March, 2007), in the framework of the project “Partnership in Action – Balkan Civil Society Development Network (BCSDN)”.  Thus, the guide includes valuable feedbacks, rich experience and illustrative case studies given by the participants of the trainings in the Western Balkan countries. Although this textbook should serve to CSOs in the region as a “first aid” and basic equipment for their media work, it does not pretend to offer a universal recipe or a magical formula, for how to come on the first newspaper pages or among the first minutes of the main television news. When working towards efficient and qualitative media relations, CSOs in the region should rely on creativity, innovation, flexibility, openness and enthusiasm, all of which is already prove by their projects, initiatives, everyday work and efforts, is one of the main of many tips by the author.

The introductory chapter talks about the relevance of media and media relations for CSOs. The second chapter introduces specific character and functioning of the media – their logic, rules and ways. The third chapter gives suggestions on how to communicate with the media and organise CSOs media work. It presents some tools and techniques of media relations – press release, press conference, interview and media events. Chapter four presents a conclusion and a practical check-up list when organizing different types of media events. The final chapter gives suggestions for further reading and links to useful websites.

The author of the guide is Kristina Plavšak Krajnc, M.I.A. from Slovenia. She has been active in the field of media relations and public communication since 1996. She is the founding member and the director of Media Forum, Center for Public Communication, Ljubljana. Currently she is advisor to the President of Republic of Slovenia, on cooperation with CSOs.

The guide is published by the Macedonian Center for International Cooperation (MCIC), Skopje, Macedonia. The publication was prepared in partnership with Center for Information Service, Cooperation and Development of NGOs (CNVOS), Ljubljana, Slovenia (development of the guide), Ecumenical Humanitarian Organization (EHO), Novi Sad, Serbia (translation and distribution in Serbia) and Diakonia Agapes (DA), Tirana, Albania (translation and distribution in Albania).

Balkan Civic Practices is a periodical publication of BCSDN and is published once to twice a year. Every issue contains articles on a focus theme and related topics, based on previously held seminar/workshop/training on the same topic. The selection of topics is done by the network. Additional to the English edition, the publication is available in three regional languages (Albanian, Serbian/Croatian, and Macedonian). The publication has been produced with the financial support by the EC.

Balkan Civic Practices #4 (PDF): English, Macedonian, Serbian/CroatianAlbanian.


1.1 Why the media are important for the CSOs
1.2 What are media relations

Knowing and understanding the media
2.1 What and who are media and journalists
2.2 How do different media work

Working with the media
3.1 How to communicate with the media
3.2 How to efficiently organize media relations
3.3 Tools and techniques of media relations
Press release
Press conference
Media events

Conclusion and check-up list

Further reading and links

Hard copies in limited addition are available at the BCSDN Executive Office:
BCSDN Executive Office
Mit. Teodosij Gologanov 39/2-2
1000 Skopje, Macedonia
Tel.: + 389 (0)2 614 42 11

Albanian edition can be requested from:
Diakonia Agapes
Ruga: “Durrësit”
PO Box 1545
Tirana, Albania
Tel.: + 355 4 25 63 68
Fax: + 355 4 23 05 64

Serbian edition can be requested from:
Ecumenical Humaritarian Organization
Cirila i Metodija 21
21000 Novi Sad
Tel.: + 381 21 469 588
Fax: + 381 21 496 616/466 911

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