Training on Social Media in Public Administration of BiH Successfully Implemented

— On Wednesday, 20 July 2016, a training of civil servants on use of social media in communications of the public administration bodies of BiH was held within the activities of the Programme for Strengthening of Public Institutions in BiH. Objectives of the training were to create common understanding about the potentials that the social media creates for the public institutions, to improve the capacities of civil servants in charge of communications and to develop individual institutional proposals for launching of improving social media communications.

Training was held by Ines Bulajić, who presented to the attendees from seven public institutions the challenges and opportunities that social media present to the public sector, presented good practices in public relations and social media content creation. During a practical exercise held within the training individual examples from institutions were discussed. Presentation on internet tools which facilitate the processes of managing social media presence was held by Melisa Tolja Mešić.



Elvis Mujanović, GIZ Adviser in the Programme for Strengthening of Public Institutions, presented the reasons why GIZ supports the efforts of the institutions for more effective and more efficient strategic use of social media in communications, accentuating that social media present opportunities for improvement of the dialogue of the government with the citizens, improvement of the work transparency and the opportunities for explaining the decisions taken by the public institutions to the citizens. As an example of previously provided support to the institutions in this are Elvis Mujanović presented the communications of the Directorate for European Integration – where the Programme during 2014 supported the development of the Online Communications Strategy, social media content publication plan, creation of content such as infographics and other visuals, social media advertising, organisation of a prize competition on the topic of EU integration of BiH, as well as the organisation of a social media day, i.e. first tweet-up event organised by a public administration body in Bosnia and Herzegovina.

Furthermore, Mr Mujanović presented examples of good practices from the public sector bodies in Germany as well as the social media efforts of the Programme.

Participants of the training were the representatives of the Public Administration Reform Coordinator's Office, Directorate of European Integration, Agency for Statistics of BiH, Agency for Development of Higher Education and Quality Assurance, Civil Service Agency of BiH, Information Service of the General Secretariat of the Council of Ministers, and the Agency for the Prevention of Corruption and Coordination of the Fight against Corruption.

This training represents one of the measures within the thematic are Communications and Knowledge Management that are aimed towards the capacity development of the public institutions in the field of strategic communications and are in aligned to the objectives of the public administration reform in BiH.

Workshop on Freedom of Information Held

Workshop on freedom of access to information for the members of the inter-institutional group for communication and knowledge management of the Programme for Strengthening of Public institutions was held on December, 2 2013 in Doboj. This workshop gathered representatives of the Civil Service Agency of BiH, Statistics Agency, Public Procurement Agency, Agency for Development of Higher Education and Quality Assurance of BiH, Directorate for European Integration, Information Office of the General Secretariat of the Council of Ministers and Public Administration Reform Coordinator's Office. Jasminka Džumhur, the Human rights Ombudsperson of BiH and Maja Branković, representative of the Transparency International in BiH took part in the workshop.

The workshop objective was related to exchange of experiences between respective institutions but also with civil society organisations active in this area, such as the Transparency International. Motivation of the beneficiary institutions of the Programme for the implementation of joint activities in order to increase transparency and make concrete recommendations for the future work in this area, were a part of the workshop objectives as well.

The experiences of Civil Service Agency in terms of access to information, key aspects of the Law on Free Access to Information in BiH, planned changes, experiences and problems in its application from the perspective of the Office of the Ombudsmen in BiH, were presented too. Transparency International presented the findings and researches that are regularly conducted with regard to the Law on Free Access to Information and some of the key features of that process.

The organisation of this workshop is one of the common activities defined according to the needs of beneficiary institutions of the Programme and it was preceded by a workshop on the preparation of a communication plan and programme budgeting of institutions involved in the Programme. The participants rated the event as beneficial for further work, but also as the initial impulse for closer future cooperation and defining joint activities in terms of better functioning, effective implementation of the Law and distribution and availability of information to the citizens.


The members of the Group for Communications from seven state institutions participated in a study visit to Great Britain from 22 to 27 September 2013. The visit was hosted by the Cabinet Office of the UK Government with the purpose of familiarisation with the methods, procedures and standards of communications of public institutions in this country. Beside the Cabinet Office, the participants also visited the 10 Downing Street, British Parliament, Cabinet's Office Shared Communications Service, Civil Service Reform Programme, Foreign & Commonwealth Office, Department of Education, Government Procurement Service, Office for National Statistics and the Westminster City Council. The visits to these administrative bodies were focused on gaining insight into the best practices and examples of successful communications, such as strategic planning of communication campaigns, outreach towards and cooperation with the communities, citizens and interest groups, cooperation with the private sector, rationalisation and sharing of the resources, as well as on building strong capacities for communications in public administration.

This visit enabled the representatives of the Bosnian and Herzegovinian institutions to gain direct insight into the daily work of organisations which have a long tradition and a great reputation in communications not only in the UK but also worldwide. Based on the visit numerous ideas have been already developed for the improvement of communications in the B&H public administration and the inter-institutional group for communications within the Programme for Strengthening of Public Institutions will intensively work on these issues in the future.

Apart from sharing knowledge, experiences and practices, the hosts generously offered the group members many useful contacts, resources and documents which will be of extreme practical value for the future work of each group member and of the group as a whole.


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.

Source: DEI.GOV.BA