The KAS Media Programme South East Europe hosted its annual Academy for Political Communication in Belgrade on September 4th and 5th 2025 dedicated to the topic “The Challenges of Building Trust”. Participants included communication experts, politicians, journalists, and academics from nine countries across the region and beyond.
The agenda addressed what trust in a political context is, the role of institutions, the complex dynamics between journalists and spokespersons, transparency in political communication, and the role of traditional media and emerging technologies. Moreover, it tackled lobbying, and how international institutions can build or loose citizens’ trust. Furthermore, a session on the history of Belgrade offered insights into the city’s complex political and societal layers, reinforcing the symbolic significance of hosting the event in Serbia.
The Academy closed with reflections on both the difficulties and the necessity of rebuilding trust. By bringing together representatives from different countries and professions, it showed that while trust may be fragile, it remains possible and essential to achieve.