campaign was in line with the implementation of modern procedures and tools to facilitate
transparency and effectiveness in the Ministry’s communication with external actors. On 5
February, the material was distributed to the MoI’s Bureau for Cooperation with Media, which
organized public events for children in primary schools throughout Serbia. Serbian athletes,
including Olympic medal winners, actively participated in the campaign.
From 11-12 April (Novi Sad) and 18-19 April (Zlatibor), the Mission organized two sessions
of media and communication skills training for the Uniformed Police (i.e. Community Liaison
Officers (CLOs)). The aim of this activity was to develop effective communication skills for 60
CLOs who are working on community policing matters throughout Serbia. They were divided
into three groups of 20. The training aimed to improve the CLOs’ communication with
different target groups, and to improve their appearance in the media. They were also
provided with guidelines for organizing efficient meetings with community representatives.
Effective communication is a useful tool for CLOs’ operational work as it can be utilized to
improve co-ordination of local community stakeholders as well as for better promotion of
local community policing activities. Some of the topics that were covered by the training
included: means of communication; communication softeners; non-verbal communication;
reflection and active listening; media interviews; public speaking; techniques of transferring
the message; and ways of handling different questions from journalists. The course was
delivered through an interactive approach and involved group work and exercises, including
training for on-camera appearances, examples of best practices and case studies. As the
training was delivered to the same target group of CLOs trained in action plan development
by the Mission in 2012, it was expected that it would further consolidate their knowledge and
skills for the future.
On 12 July, the Mission supported the presentation of three policy studies on police reform
prepared by civil society organizations in Serbia. The policy studies, published under the title
The Eighth Issue of the Collection of Policy Papers on the Police Reform in Serbia, analysed
the implementation of community policing in Serbia; the role of police in protecting human
rights and vulnerable groups; and similarities and differences in the attitudes of citizens and
police officers towards corruption in the police service. The Mission supported the studies
with the aim of providing neutral research and quality recommendations to the MoI on police
reform topics important to all citizens. The topics were agreed upon with the MoI. This
exercise also helped build the capacity of the CSOs to develop concise policy
recommendations and follow police reform processes in Serbia. The policy studies, prepared
by researchers from the Belgrade Centre for Security Policy and the Belgrade Centre for
Human Rights, were also made available to the public.
On 25-26 October, the Mission organized training on media crisis handling and crisis
management to a group of 12 MoI officials dealing with communication and public relations in
Babe, near Belgrade. The aim of the seminar was to enhance capacities of relevant MoI staff
to efficiently communicate during crisis situations such as disasters, emergencies or other
major events. The focus of the training was on the MoI staff’s ability to respond effectively to
these events with clear communication strategies and media messages that would help instil
confidence in the Ministry and their ability to deal with major events. Therefore, the training
sessions focused on media crisis strategies; media crisis handling; and effective
communication skills, which were tailored to their needs. The training was delivered by an
international expert.
From 9-11 December, the Mission organized a study visit for four representatives of the
MoI’s Bureau for Cooperation with Media to their counterparts in the Swedish Police Service,
to exchange experiences and best practices regarding the police-media communication. The
delegation of the Serbian Police visited the Communication Centre at the Stockholm County
Police (district level) as well as the Communication Centre at the Swedish National Police
Board (central level). Participants discussed various aspects of internal and external
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