EU Communication
EU Communication

About the project

In the past seven years, the British Council has aligned its work in response to the needs of the Montenegrin government to adopt European standards in the areas where British Council is active, following the recommendations of the European Commission’s Progress Reports, the Country Strategy Paper and the conclusions of consultative meetings with member states, calling for more stringent streamlining of administrative capacity building at all levels. 

The British Council has been continuously supporting the EU accession in Montenegro through a set of projects developed around a unique training programme called ProAccession, specially tailored to support the negotiation teams in dealing with ongoing challenges of the EU negotiation talks. This programme is designed to enhance the efficacy and professionalism at the operational level, but at the same time to introduce and mainstream European standards of communication across public administration, to align these standards with European best practices and enable effective functioning in an international context before and beyond the EU accession.  

In parallel to ProAccession, the British Council began working with the MFAEI’s Communications Department to help develop a new Communications Strategy and Action plan, and to provide accompanying training for PR teams across government ministries. The training included modules on: developing strategies and action plans, strategic work with the media, crisis communications, messaging, campaigning, and social media. Alongside this, UK experts and the MFAEI’s PR team worked closely on drafting the new strategy. 

Having achieved great success with the new Communication Strategy, the British Council jointly with the MFAEI and supported by the Delegation of the European Union to Montenegro, British Embassy Podgorica and the MAFEI, designed a larger project Communicating EU accession and IPA assistance in Montenegro (Nov 2014 – May 2016). The project aims at supporting the implementation of the Communication Strategy and is structured in two main areas: 

  1. Capacity building – continued upskilling of different target groups involved in communicating EU accession and IPA assistance, e.g. PR officials, IPA visibility officers, journalists, etc.
  2. Public awareness campaign – development of social media and online tools for more effective communication with different audiences and implementation of the Strategy through an intensive and event-rich public campaign. 


Project activites

Capacity building Public awareness campaign

Training courses

  1. Media training course
  2. Management communication training for Operational structure
  3. Project management
  4. EU Affairs
  5. Training for Montenegrin journalists
  6. Training for Consultative Body
  7. Training for PR units at local government level
  8. Targeted IPA training

 Study visit to Brussels

 Reference Toolkit for Media Interviews

Digital presence

  1. Web portal ME4EU / EU4ME
  2. Twitter and Facebook
  3. Mobile application
  4. E-newsletter 

Media promotion

  1.  Song
  2. TV video spot
  3. Radio jingles
  4. TV documentary
  5. TV shows
  6. Radio shows

  Public debates

 Regional IPA conference

 Public opinion survey


Need more information?

For more information please contact us.