Comparative Analysis of Communication Strategies for Accession to the EU – Lessons for Kosovo

Abstract

On the grounds of the application for European Union membership, in its two sessions, the government of the Republic of Croatia adopted Communication Strategies for informing the Croatian public about the EU and preparations for membership. The implementation of the strategy remains among the priorities of the coalition government which was formed after the elections held on 25 November 2007. Taking into consideration great expectations of the Government and the public, the authors analyze the strategy of the Government of the Republic of Croatia, and its specific entirety and compare it with the strategies of Slovenia, Bulgaria, Slovakia and Latvia.

By comparing specified strategies through objectives, target public, techniques and channels of communication, the authors indicate specific shortcomings and recommend possible steps to make the Strategy more applicable and more efficient, and thus accomplish the proclaimed objectives. Theoretical observations defined in that way are given as an empirical model for defining of the communication strategy for Kosovo.