Media School Political Communication - Media Programme Southeast Europe
Event Reports
Eight weeks long students of journalism and political science were taught and informed about political rhetoric, media coverage, the role of the public in a modern information society, election campaigns and advertisement on the internet. Together with the theoretical training, guest-lecturers and election campaign experts delivered practical exercises and training. Aleksandra Popovic from the KAS Office in Serbia, Prof. Miroljub Radojkovic and Anna Milojevic from the University of Belgrade and the PR-coordinator of the Faculty of Political Science of the University of Belgrade Senka Ignatovic took care of the organization of the media school and of the practical training.
From the beginning of the media school on Oktober 15th the participants were having the opportunity to discuss and exchange ideas with some of the leading experts in political communication. Among the lecturers were Patrick Egan, founder and manager of FWD Affairs in Budapest, Kresimir Macan, head of the PR agency ‘Manjgura’ from Croatia, the psychology Prof. Zarko Trebjesanin, Prof. Zoran Stojiljkovic, Cvjetin Milivojevic, head of the PR agency ‘Pragma’, Dr. Borislav Miljanovic, head of the PR agency ‘Represent Communications’, Drako Brocic from AGB Nielsen and George Belamaric, member of the Community Council of Vracar.
In the last session the students had to draft and present current communication strategies for the Serbian political parties SPS, DSS, LDP and URS. Divided into four groups, the students prepared a concept for the coming election campaign for each party. In spring 2012 a new parliament is going to be elected in Serbia. Branko Ruzic, chairman of the SPS, Uros Zivkovic, International Secretary of the Youth Organization of DSS, Danko Runic from LDP and Marko Selakovic and Predrag Pantic from URS were invited to the presentations. They were impressed by the suggestions and thankful for the analysis and ideas of the students.
After the presentations Prof. Radojkovic said, that universities normally fail to incorporate a practical, play-like element into their programs. “The Media School Political Communication did this with success. Political communication studies show, that parties in Serbia nowadays have almost no consistent communication strategies. You saw, that it is very difficult to make and find the differences and to stay authentic. We are entering a new era in which elections could be won only with a good slogan and good image.”
Aleksandra Popovic thanked the students on behalf of the Konrad-Adenauer-Stiftung and expressed her satisfaction from the two-monthly cooperation. “I am proud of you and I will be happy, if you become KAS friends and scholars.” At the end of the Media School the students received certificates, which supplement their graduation diplomas. The Media Program South East Europe of the Konrad-Adenauer-Stiftung will continue to support the professionalization of political communication as a main part of its activities on the Balkans.
