July 10, 2013
Public servants in charge of communication/public relations from seven institutions of BiH attended the workshop on communication planning organised 4-5 July 2013 in Teslic. During the workshop participants enhanced their theoretical knowledge on integrated strategic communication and gained new insights into what should be included in the communication strategy and communication plans and into what kind of campaign is to be use depending on the desired outcome. The workshop also provided an insight into how to measure the impact of communication activities and return on investment of resources in relation to the achieved results.
In the practical part of the workshop participants have created a communication plan based on a case study, defined communication goals through segmentation of publics and formulation of key messages, discussed and selected appropriate communication tools and made an implementation schedule. Special focus was on how to develop communication plans with a limited budget and on public relations in public administration without the use of advertising tools and communication resources available to corporate enterprises. The workshop was within organised within the Programme for Strengthening of Public Institutions, implemented the GIZ. Representatives of the Programme and following seven institutions participated in the two-day workshop: Directorate for European Integration, Agency for Statistics, Public Procurement Agency, Civil Service Agency, Agency for Development of Higher Education and Quality Assurance, Agency for Pre-Primary, Primary and Secondary Education and Public Administration Reform Coordinator’s Office in BiH.