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Communication Strategy for the Purposes of Project:
“Awareness Raising among Local State Institutions and Concerned
Individuals/Returnees to Deal
with Returnee Issues”
РЕПУБЛИКA СРБИЈAВЛАДА
Служба за људска и мањинска права
Komunikaciona strategija za potrebe projekta:
„Podizanje svesti među državnim organima na lokalnom nivou i
samih pojedinaca/povratnika
o rešavanju problema povratnika“
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Readmisija i reintegracija povratnika – osnovni pojmovi
4Readmisija 4Reintegracija 9Služba za ljudska i manjinska prava
10UNDP 13
Projekat:Podizanje svesti među državnim organima na lokalnom
nivou i samih pojedinaca/povratnika o rešavanju problema povratnika
15
Analiza medijskih objava 21Broj i tonalitet objava 21Ključni
pojmovi u analiziranim objavama 23
Komunikaciona strategija 25Neophodni uslovi za realizaciju
strategije 26Elementi strategije 28
Readmission and Reintegration of Returnees – Basic Terms
4Readmission 4 Reintegration 9Agency for Human and Minority Rights
10 UNDP 13
Project: Awareness Raising among Local State Institutions and
Concerned Individuals/Returnees to Deal with Returnee Issues 15
Analysis of Media Announcements 21 Announcements’ number and
tonality 21Key terms on analyzed announcements 23
Communication Strategy 25 Necessary Conditions for Strategy
Realization 26 Strategy Elements 28
Contents
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Readmisija
Readmisija (od reči re-admission, što znači ponovni prihvat) je
postupak vraćanja i prihvatanja lica koja ne ispunjavaju ili više
ne ispunjavaju uslove za ulazak ili boravak na teritoriji druge
države.
Radi ostvarivanja jednog od spoljno-političkih prioriteta
Srbi-je, ulaska na tzv. «belu šengensku listu», kao imperativ se
nameće sprečavanje nelegalnih migracija, tj. kontrola ulaska kako
naših državljana u druge države Evropske unije, zemlje kandidate i
zem-lje Zapada uopšte, tako i državljana trećih zemalja preko
teritorije Srbije, ka tim državama. Jedan od osnovnih mehanizama za
efi-kasno suzbijanje i kontrolu nelegalnih migracija je kontrola
viznog režima i zaključivanje sporazuma o readmisiji.
Sporazumima o readmisiji, stvaraju se uslovi za organizovan,
reci-pročan i institucionalizovan povratak državljana strana
ugovorni-ca, bez prava ulaska ili boravka na teritoriji neke
ugovorne strane, državljana trećih zemalja i lica bez
državljanstva, kao i za tranzi-tiranje državljana trećih država i
lica bez državljanstva do zemlje porekla ili neke treće zemlje.
Može se konstatovati da je Republika Srbija na ovom planu bila
vrlo uspešna, jer je do sada sa 17 zemalja zaključeno 15
bila-teralnih sporazuma o readmisiji. Prvi sporazum o readmisiji je
za-ključen 12. oktobra 1996. godine sa SR Nemačkom, mada je
2002.
Readmisija i ReintegRacija povRatnika – osnovni pojmovi�
Readmisija i reintegracija povratnika – osnovni pojmovi
Readmission Readmission (coming from re-admission - the act of
admitting someone again) is a procedure of returning and accepting
people who do not fulfil or no longer fulfil conditions for entry
or staying at the territory of another country. With the objective
of realizing one of the foreing policy priorities of Serbia, entry
to so-called ‘White Schengen List’, an imperative of preventing
illegal migrations, in particular, entry control of both our
citizens to other countries of European Union, countries candidates
and western countries in general, and of citizens of third
countries through the territory of Serbia towards those countries,
is being imposed. One of the basic mechanisms for efficient
obstruction and control of illegal migrations is a control of visa
regime and signing and ratification of readmission agreements.
Readmission agreements have created conditions for organized,
reciprocal and institu-tionalized return of citizens of contractual
parties who are without right of entry or staying at the territory
of some of the contractual parties, as well as transit of citizens
of third coun-tries and persons without citizenship to the country
of origin or to some third country.
Readmission and Reintegration of Returnees – Basic Terms
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godine, sa tom zemljom zaključen i ratifikovan novi sporazum.
Najveći broj sporazuma zaključen je do 2002. godine, kada je ova
materija bila u nadležnosti Saveznog ministarstva unutrašnjih
pos-lova, a značajni rezultati su postignuti od 2003-2006. godine,
kada je na nivou državne zajednice Srbije i Crne Gore nadležni
organ za zaključivanje sporazuma bilo Ministarstvo za ljudska i
manjin-ska prava, u saradnji sa ministarstvima unutrašnjih poslova
država članica.
Nakon raspada državne zajednice SCG, nadležnost zaključi-vanja i
sprovođenja sporazuma o readmisiji je u potpunosti prešla na
Ministarstvo unutrašnjih poslova, dok se poslovi vezani za
inte-graciju povratnika koordiniraju preko Službe za ljudska i
manjin-ska prava.
Bogato bilateralno iskustvo Srbije u sprovođenju već
zaključe-nih sporazuma o redmisiji, olakšalo je proces pristupanja
pregovori-ma o zaključivanju jedinstvenog sporazuma o redmisiji
između Re-publike Srbije i Evropske Zajednice, koji je započet
decembra 2006. godine i završen septembra 2007.. Pomenuti sporazum
ima primat u odnosu na već zaključene bilateralne sporazume i
neposredno je vezan za istovremeno zaključivanje Sprazuma između
Evropske za-jednice i Republike Srbije o olakšanoj proceduri za
izdavanje viza.
Sporazum o viznim olakšicama i Sporazum o readmisiji potpi-sani
su 18. septembra 2007. Evropska unija je potpisala sporazume o
viznim olakšicama i o readmisiji sa pet balkanskih zemalja,
Sr-bijom, Albanijom, Bosnom i Hercegovinom, Crnom Gorom i
Ma-kedonijom.
Readmission and ReintegRation of RetuRnees – Basic teRms �
Sporazum o viznim olakšicama i Sporazum o
readmisiji potpisani su 18. septembra 2007.
We may assume that Republic of Serbia has been very successful
in this area, as 15 bilateral agreements on readmission with 17
countries have been signed and ratified by this moment. First
readmission agreement was signed on October 12, 1996 with FR
Germany, even though a new agreement with that country was signed
and ratified in 2002. The major number of agreements was signed and
ratified by 2002. when Federal Ministry of Interior was in charge
for this matter, and significant results were achieved between 2003
and 2006 when the organization in charge for stipulation of
agreements at the level of State Union of Serbia and Montenegro was
Ministry for Human and Minor-ity Rights in collaboration with
Ministries of Interior of member countries.
After a splitting of State Union of Serbia and Montenegro,
responsibility for stipu-lation and implementation of readmission
agreements was entirely transferred to the Ministry of Interior,
while the work related to integration of returnees is being
coordi-nated through the Agency for Human and Minority Rights.
Rich bilateral experience of Serbia caring out already ratified
readmission agree-ments has made easier the process of entering
negotiations on a unique readmission agreement between Republic of
Serbia and European Union, which started on Decem-ber 2006 and was
concluded on September 2007. The mentioned agreement precedes all
bilateral agreements that have already been ratified and is
directly in connection with parallel stipulation of Agreement
between European Union and Republic of Serbia on facilitation of
visa regime.
Agreement on Facilitation of Visa Regime and Readmission
Agreement were signed on September 18, 2007. European Union signed
the Agreement on Facilitation of Visa Regime and Readmission
Agreement with five Balkans’ countries, Serbia, Albania, Bos-nia
and Herzegovina, Montenegro and Macedonia.
Agreement on Facilitation of Visa Regime and Readmission
Agreement were signed on September 18, 2007.
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Sporazum o viznim olakšicama i Sporazum o readmisiji za-ključeni
su kao dva zasebna dokumenta, ali oba sporazuma su istovremeno
usaglašena, parafirana, potpisana, ratifikovana i imaju istovremenu
važnost. Prestanak važnosti ili suspendovanje jednog istovremeno bi
imali isto dejstvo na drugi sporazum. Ovi sporazu-mi stupaju na
snagu 1. januara 2008. godine.
Sam pregovarački proces započet je inicijativom Ministra-stva
spoljnih poslova o formiranju Radne grupe za izradu platfor-me za
zaključivanje jedinstvenog sporazuma o viznim olakšicama i
readmisiji između Srbije i Evropske unije. Vlada Srbije je za
člano-ve ove Radne grupe imenovala predstavnike MUPa, Ministarstva
spoljnih poslova, Minstarstva pravde, Kancelarije za pridruživanje
Evropskoj uniji, Službe za ljudska i manjinska prava, a naknadno po
usvajanju platforme Vlada je odredila pregovarački tim sačin-jen od
najviših predstavnika istih organa koji je zajednički sa čla-novima
Radne grupe vodio pregovore. Održane su tri runde zva-ničnih
pregovora, a između ovih zvaničnih sastanaka u Beogradu i Briselu,
održano je i nekoliko tehničkih razgovora užih ekspertskih timova
obe strane, u cilju usaglašavanja otvorenih pitanja.
Jedinstvenim sporazumom o viznim olakšicama veliki broj
kategorija građana Srbije moći će da pribavlja vize po olakšanoj
pro-ceduri uz minimalan broj dokumenata (jedan ili dva dokumenta).
Sporazum se odnosi na sledeće kategorije građana: članovi zvaničnih
delegacija poslovni ljudi i predstavnici privrednih društava;
vozači koji obavljaju usluge međunarodnog teretnog i putničkog
prevoza; članovi posada vozova, hladnjača i lokomotiva koji putuju
na terito-rije država članica; novinari; osobe koje učestvuju u
naučnim, kul-turnim i umetničkim aktivnostima, uključujući
univerzitetske i dru-ge programe razmene; učenici, studenti,
postdiplomci i učitelji koji
Readmisija i ReintegRacija povRatnika – osnovni pojmovi�
The Agreement on Facilitation of Visa Regime and Readmission
Agreement were signed as two separate documents, but both
agreements were at the same time synchro-nized, paraphed, signed,
ratified and have parallel effect. Validity cease or suspension of
one of them would have the same effect to the other agreement.
These agreements will be put into force on January, 2008.
The negotiating process itself started by the initiative of
Ministry of Foreign Af-fairs with the formation of Work Group who
would create a platform for stipulation of a unique Agreement on
Facilitation of Visa Regime and Readmission between Serbia and
European Union. Serbian Government appointed representatives of
Ministry of In-teriors, Ministry of Foreign Affairs, Ministry of
Justice, Office for Association to the European Union, Agency for
Human and Minority Rights, as members of this Work Group and
separately after the platform was accepted the Government
designated a negotiating team composed by the highest
representatives of the same organizations which managed the
negotiations jointly with Work Group members. Three rounds of
official negotiations were held, and among these official
appointments in Belgrade and Bruxelles, several technical
discussions of selected expert teams from both sides were held with
the aim of harmonizing pending issues.
By a Unique Agreement on Facilitation of Visa Regime the number
of categories of Serbian citizens will be able to obtain visas
through eased procedure with a minimum of documents (one or two).
The agreement refers to the following citizens’ categories: members
of official delegations business people and representatives of
economical societies; drivers caring out services of international
cargo and passenger transport;
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prate učenike; učesnici u međunarodnim sportskim događajima;
učesnici u zvaničnim programima razmene opština ili gradova; bliski
rođaci - supružnici, deca (uključujući i usvojenu), roditelji
(uključu-jući staratelje), babe i dede, unuke koji dolaze u posetu
državljanima sa legalnim boravkom na teritoriji država članica;
osobe koje dolaze na vojna i civilna groblja; osobe koje
prisustvuju sahranama; oso-be kojima je potrebno medicinsko lečenje
i po potrebi lica koja ih prate; predstavnici organizacija civilnog
društva; predstavnici ver-skih zajednica; pripadnici profesija koji
učestvuju u međunarodnim izložbama, konferencijama, simpozijumima,
seminarima i drugim sličnim događajima kao i osobe koje idu na
turistička putovanja.
Značajnu povoljnost predstavlja i izdavanje viza za više
ula-zaka sa trajanjem do jedne ili čak pet godina za mnoge
kategorije obuhvaćene sporazumom kao i skraćeni rokovi do 10 dana
za iz-davanje viza.
Prednosti ovog sporazuma ogledaju se i u zadržavanju visine
takse od 35 E za obradu zahteva za izdavanje vize za naše građane,
a neke kategorije kao što su penzioneri, učenici, studenti,
novinari, osobe sa invaliditetom, bliski rođaci i širi krug ostalih
kategorija, vize će dobijati besplatno.
Readmission and ReintegRation of RetuRnees – Basic teRms �
crew members of trains, coolers and locomotives travelling to
the territories of member countries; journalists; people involved
in scientific, cultural and artistic activities, including
university and other exchange programs; students, undergraduates,
graduate students and teachers going along with students;
participants of official municipalities and cities’ exchange
programs, close relatives – spouses, children (including those
adopted), parents (including tutors), grandmothers and
grandfathers, grandchildren coming to visit citizens who legally
reside at the territories of member-countries; persons visiting
military and civil graveyards; persons attending funerals; persons
in need of medical treatments and persons travelling with them, if
needed; representatives of civil society organizations;
representatives of religious communities; members of professions
taking part at international exhibitions, conferences, symposiums,
seminars and other events alike, as well as persons travelling on
tourism.
Convenience of significance is denoted by issuing multiple visas
valid for up to one or even five years for many of the categories
covered by the agreement and by shortened deadlines up to 10 days
for visa issuing, as well.
Advantages of this agreement are expressed by maintaining tax
fee at the level of EUR 35 for visa application elaboration for our
citizens, and some of the categories, such as retired persons,
students, undergraduates, journalists, disabled, close relatives
and more extensive circle of other categories, will be obtaining
visas free of charge.
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Readmisija i ReintegRacija povRatnika – osnovni pojmovi�
Having these agreements entered into effect, it practically
means that a number of coun-tries from which a return of our
citizens is potentially possible, has doubled.
According to estimation of Council of Europe from 2003., a
number of returnees who should return in the incoming period varies
between 50.000 and 100.000 and 2008 is described as a ‘year of
return’.
All the above indicated facts significantly increase the
importance of activities carried out by Agency for Human and
Minority Rights. Moreover, it is of a high importance to have these
activities presented in public in efficient and precise way.
Stupanje na snagu ovih sporazuma, praktično znači da se
udvo-stručio broj zemalja iz kojih je potencijalno moguć povratak
naših državljana.
Po procenama Saveta Evrope iz 2003. broj povratnika koji bi
trebalo da se vrate u narednom periodu kreće se od 50.000 do
100.000 hiljada, a 2008. godina se opisuje kao „godina
povratka“.
Sve gore navedene činjenice značajno povećavaju važnost
ak-tivnosti koje sprovodi Služba za ljudska i manjiinska prava.
Takođe je od velikog značaja da te aktivnosti budu na efikasan i
precizan način prezentirane u javnosti.
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Reintegracija
Reintegracija povratnika predstavlja aktivnosti koje se
preduz-imaju kako bi povratnici stekli pristup svim pravima koja
imaju građani Srbije i uklopili se u društvo, čime se sprečava
sekundarna migracija (ponovni odlazak u druge države).
Reintegracija povratnika nije samo uslov za dalje pridruživanje
Ev-ropskoj uniji. Ovaj proces ima i druge dalekosežne
posledice:
- smanjuje se broj lica koja žive ispod linije siromaštva u
Srbiji i time se smanjuje opterećenje na sistem socijalne zaštite,
ali i na domicilno stanovništvo, pošto se povratnici u velikom
broju slučajeva vraćaju kod rodbine i prijatelja, koji su često
takođe socijalno i materijalno ugroženi;
- sprečava se stvaranje začaranog kruga siromaštva, bede,
ne-zaposlenosti, neobrazovanosti i bolesti koji posebno pogađa
osetljive kategorije stanovništva kao što su deca, samohrane majke
i stara lica;
- sprečava se sekundarna migracija – ponovni odlazak u
inostranstvo lica koja se nisu integrisala u društvo, što
opterećuje sistem kontrole migracija i stvara nove talase
mi-granata;
- sprečava zloupotrebu žena i dece – postoji opravdana bojazan
od trgovine ljudskim bićima u okviru procesa readmisije.
Readmission and ReintegRation of RetuRnees – Basic teRms �
Reintegration
Reintegration of returnees represents activities taken in order
to enable returnees to access to all rights assumed by citizens of
Serbia and to become a part of the society, preventing in this way
secondary migration (re-departure to other countries).
Reintegration of returnees is not only a condition for further
association to the European Union. This process has other long
range consequences, as well:
- a number of persons living under a poverty line in Serbia
becomes lower diminishing in this way a pressure on social welfare
system, but on domicile population as well, as in a large number of
cases returnees return to relatives and friends, who are also very
often endangered socially and materially;
- prevention of creation of closed circle of poverty, misery,
unemployment, lack of education and illness which hits in
particular vulnerable categories of population, such as children,
single mothers and old persons;
- prevention of secondary migration – re-departure abroad of
persons not integrated into the society, which overloads the system
of migration control and creates new migrants’ waves;
- prevention of the abuse of women and children – there is a
rational fear of human trafficking within readmission process.
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Služba za ljudska i manjinska prava
Služba za ljudska i manjinska prava Vlade Republike Srbije
osnovana je u junu 2006. godine. Služba ima mandat da obavlja
stručne poslove koji se odnose na zaštitu i unapređenje ljudskih i
manjinskih prava, učestvuje u pripremi propisa o ljudskim i
manjinskim pravima, prati usaglašenost domaćih propisa sa
međunarodnim ugovorima i dru-gim međunarodnim aktima o ljudskim i
manjinskim pravima i u tom smislu inicira izmene domaćih propisa u
ovoj oblasti.
Pored toga, Služba za ljudska i manjinska prava zastupa Srbi-ju
pred Evropskim sudom za ljudska prava, podnosi izveštaje o
sprovođenju niza međunarodnih konvencija, potom odgovara na
pojedinačne predstavke međunarodnim telima čiju je nadležnost
prihvatila naša država i omogućava ostvarivanje prava nacional-nih
manjina koje žive u Srbiji. Služba, takođe, priprema za Vladu akta
kojima se nadzire, usmerava i usklađuje rad ministarstva i posebnih
organizacija zaduženih za usklađivanje domaćih propisa sa
međunarodnim ugovorima i drugim međunarodnim aktima o zaštiti
ljudskih i manjinskih prava.
Usled približavanja Republike Srbije procesima Evropskih
integracija i preuzimanja odgovornosti i obaveza vezanih za
efi-kasnu kontrolu migracija, tema readmisije, odnosno
reintegracije povratnika vraćenih u Srbiju po sporazumima o
readmisiji, postala je veoma aktuelna za našu državu.
Ovom problematikom Služba (tadašnje Ministarstvo za ljudska i
manjinska prava) bavi se od 2005. godine kada je koordinisala rad
državnih organa i nevladinih organizacija u cilju izrade Nacrta
strate-gije za reintegraciju povratnika na osnovu sporazuma o
readmisiji.
Godine 2006., počela je sa radom Kancelarija za readmisi-ju na
aerodromu „Nikola Tesla“ u Beogradu. Danas je Kancel-
Readmisija i ReintegRacija povRatnika – osnovni pojmovi10
Agency for Human and Minority Rights
Agency for Human and Minority Rights of the Government of
Republic of Serbia was founded in June 2006. The Agency has a
tenure to carry out expert work referring to pro-tection and
improvement of human and minority rights, to take part in preparing
regula-tive on human and minority rights, to follow synchronisation
of national legislation in relation to international agreements and
other international acts on human and minority rights and in that
sense to initiate modifications of national legislation in this
domain.
Besides that, Agency for Human and Minority Rights represents
Serbia in front of European Court for Human Rights, submits reports
on implementation of a line of inter-national conventions,
subsequently, responds to single pre-issues to international
organi-zations whose control was accepted by our country and
enables the accomplishment of right of national minorities living
in Serbia. The Agency also prepares for the Government the acts by
which the work of ministries and special organizations in charge
for synchro-nizing national legislation with international
agreements and other international acts on protection of human and
minority rights is being observed, directed and synchronized.
By reason of having Republic of Serbia closer to the processes
of European integra-tions and because of responsibilities and
obligations related to efficient migrations con-trol being taken
over, the topic of readmission, specifically of reintegration of
returnees being brought back to Serbia under Readmission Agreements
has become substantial for our country.
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arija finansirana od strane Službe. Sa radnim vremenom od 10h do
22h zaposleni dočekuju prisilne povratnike koji se vraćaju
pojedinačnim i čarter letovima i pružaju im osnovnu savetodavnu
pomoć. Povratnicima se deli i „Informator za povratnike po
read-misjiji“ koji sadrži informacije i kontakt telefone neophodne
za snalaženje u zemlji porekla.
Kancelarija je locirana u prostoru Suporta, između carine i
pasoške kontrole u zoni prijema prtljaga. Prostor za Kancelariju i
dnevno opremanje obezbeđeno je od strane Javnog preduzeća „Aerodrom
Nikola Tesla“.
Kancelarija za readmisiju na aerodromu „Nikola Tesla“ po svojoj
osnovnoj nameni, ulozi i funkcionisanju obezbeđuje:
- Identifikaciju deportovanih lica i dobrovoljnih povratnika-
Informisanje deportovanih lica i dobrovoljnih povratnika o pro-
cesu reintegracije u Srbiju- Identifikaciju osnovnih problema sa
kojima se susreću lica po re-
admisiji- Osnovnu pravnu pomoć i savete iz oblasti regulisanja
ličnog sta-
tusa, socijalne i zdravstvene zaštite i zapošljavanja-
Prikupljanje podataka o stanju ljudskih i manjinskih prava lica
po readmisiji - Prikupljanje drugih relevantnih podataka od
značaja za proces
reintegracije povratnika - Izveštavanje Službe za ljudska i
manjinska prava o stanju i prob-
lemima lica povratnika
Readmission and ReintegRation of RetuRnees – Basic teRms 11
Kancelarija za readmisiju na aerodromu „Nikola Tesla“
In 2005 Agency (at that time Ministry for Human and Minority
Rights) was co-ordinating the work of state bodies and non
governmental organizations with the ob-jective of constructing the
Draft Strategy for Returnees Reintegration on the basis of
Readmission Agreement.
In 2006 the Readmission Office started its work at the airport
‘Nikola Tesla’ in Belgrade. Today the Office is being financed by
the Agency. The employees are meeting forced returnees being
returned by single and charter flights and are offering them basic
advisory assistance within working hours from 10 AM to 10 PM. The
returnees are be-ing supplied by Returnees Information Bulletin
containing the information and contact telephone numbers necessary
for coping in the country of origin.
The Office is located in the space of Support, between the
Customs and Passport control in the baggage claim area. The space
for the Office and daily kit has been ac-quired by JP ‘Nikola
Tesla’ Airport.
As per its basic purpose, role and function the Readmission
Office at the airport ‘Nikola Tesla’ secures as follows:
– Identification of deported people and those voluntary returned
– Providing information on the process of reintegration in Serbia
to the deported people
and to those voluntary returned – Identification of basic
problems of people under readmission – Basic legal assistance and
advice in domain of regulation of personal status, social and
health protection and employment. – Gathering data on human and
minority rights condition of people under readmission. – Gathering
other relevant data of significance for the process of returnees’
reintegration.
Informing the Agency for Human and Minority Rights on the
condition and problems of returnees.
Readmission Office at the airport ‘Nikola Tesla’
-
U cilju efikasnijeg sprovođenja svojih aktivnosti, osnovan je
Centar za integraciju povratnika. Centar za integraciju povratnika
je pre-duzeo niz aktivnosti od kojih se izdvaja okupljanje i
koordinacija predstavnika svih resornih ministarstava i nevladinih
organizacija a u cilju pronalaženja „održivih mehanizama za
integraciju“ koji su u skladu sa Nacrtom strategije za
reintegraciju povratnika i postojećim zakonodavstvom, te razvoj
Priručnika za postupanje u okviru integracije povratnika po
readmisiji objavljenog na sledećim jezicima: srpski, engleski,
mađarski i albanski.
Readmisija i ReintegRacija povRatnika – osnovni pojmovi12
With the aim of caring out its activities in more efficient way,
a Centre for Returnees Inte-gration has been founded. The Centre
for Returnees Integration has entered a line of ac-tivities among
which there is to stress the gathering and coordination of
representatives of all line ministries and non governmental
organizations with the objective of sourcing ‘sustainable
mechanisms for integration’ in line with the Draft Strategy for
Returnees Reintegration and with the existing law, and also a
development of Manual for Acting Inside Returnees Integration which
has been published in Serbian, English, Hungarian and Albanian
languages.
-
UNDP
UNDP je globalna mreza Ujedinjenih nacija koja radi sa
partneri-ma iz 166 zemalja, pomazuci im da stvaraju rešenja pred
izazovi-ma globalizacije i ljudskog napretka.
UNDP radi na promovisanju održivog ljudskog razvoja u skladu sa
ciljevima razvoja milenijuma kao agende globalnog raz-voja
medjunarodne zajednice. To čini tako sto podržava prioritete u
smanjenju siromastva, promoviše demokratsku vlast i ljudska prava,
bori se protiv HIV-a/SIDE i drugih epidemioloških pretnji,
promovišuci održivu energetsku politiku, kao i sprečavajući
kon-flikt i pomažući prilikom post konfliktnog oporavka.
Uključivanje i nepristrasnost neke su od osnovnih postav-ki
konceptualnog okvira ljudskog razvoja ustanovljenog prizna-tim
globalnim Izveštajima UNDP-a o ljudskom razvoju, koji se godišnje
objavljuju od 1990. godine. Izveštaji pomažu prilikom stvaranja
živih debata oko politike i akcija potrebnih za ubrzavanje ljudskog
razvoja i postizanje MDG-a.
Delatnost UNDP u Srbiji
U Srbiji, UNDP deluje preko Državne kancelarije u Beogradu i
projektnih kancelarija u Vranju, južnoj Srbiji i Novom Pazaru i
ju-gozapadnoj Srbiji.
Ciljevi UNDP-a u vezi sa Srbijom izneti su u Dokumentu o
drzavnom programu (CPD), koji je potpisan sa Vladom Srbije u
januaru 2005. Ovaj dokument prati njegov plan primene – Akcioni
plan Državnog programa (CPAP), koji je osmišljen zajedno sa Vla-dom
i odobren s njene strane u julu 2005. godine.
Readmission and ReintegRation of RetuRnees – Basic teRms 13
UNDP
UNDP is the UN’s global network, working with partners from 166
countries, helping them create solutions in front of the challenges
of globalization and human development.
UNDP works to promote sustainable human development in
accordance with the Mil-lennium Development Goals as the
international community’s global development agenda. It does so by
supporting priorities in poverty alleviation, promoting democratic
governance and human rights, combating HIV/AIDS and other
epidemiological threats, promoting sus-tainable energy policies, as
well as preventing conflict and assisting in post-conflict
recovery.
Inclusion and equity are some of the hallmarks of the human
development conceptual framework pioneered by the UNDP renowned
global Human Development Reports, pub-lished annually since 1990.
The Reports are helping to generate lively debates around the
policies and actions needed to accelerate human development and
achieve the MDGs.
Activities of UNDP in Serbia
In Serbia, UNDP operates through the Country Office in Belgrade
and the project offices in Vranje, Southern Serbia and Novi Pazar,
South West Serbia. The UNDP objectives for Serbia are outlined in
the Country Programme Document (CPD), signed with the Govern-ment
of Serbia in January 2005. This document is accompanied by its
implementation plan - Country Programme Action Plan (CPAP), which
has been designed together and approved by the Government in July
2005.
-
Postoje tri cilja za period 2005-2009: - Efikasan, odgovoran
javni sektor fokusiran na ljude - Ojačano zakonodavstvo i
ravnopravan pristup pravdi - Povećana sposobnost promovisanja
održivog razvoja
Iz ovih ciljeva, formulisano je pet tematskih oblasti u domenu
pomoći UNDP-a: - Demokratsko upravljanje - Sigurnost građana -
Smanjenje siromaštva i ekonomski razvoj - Decentralizacija i
lokalni razvoj - Politika
Za uspeh svojih postojećih i budućih aktivnosti u Srbiji UNDP se
oslanja na snažne odnose sa svojim partnerima, na njiho-vu
posvećenost i doprinos postavljenim ciljevima. Široka mreža
partnera uključuje Vladu, lokalnu vlast, međunarodnu zajed-nicu,
građansko društvo, nevladine organizacije i privatni sektor.
UNDP zasniva partnerske odnose na: zajedničkoj viziji budućeg
razvoja Srbije, razumevanju prioriteta razvoja sa kojima se susreće
zemlja, veri u važnost održivih razvojnih inicijativa,
ja-vno-privatnom partnerskom odnosu i zajedničkom delovanju pri
agencijama UN-a.
Readmisija i ReintegRacija povRatnika – osnovni pojmovi1�
There are three objectives for the period 2005-2009: –
Efficient, Accountable and People-Centered Public Sector –
Strengthened Rule of Law and Equal Access to Justice – Increased
Capacity to Promote Sustainable Development.
From these objectives, five thematic areas of our assistance
have been formulated: Dem-ocratic Governance – Human Security –
Poverty Reduction and Economic Development – Decentralization and
Local Development – Policy
For the success of its ongoing and future activities in Serbia
UNDP relies on the strong relationship with its partners, their
commitment and contribution to designated objec-tives. An extensive
partners’ network includes the Government, local authorities,
in-ternational community, civil society, non-governmental
organizations and the private sector. UNDP bases its partnerships
on: common vision of Serbia’s future development, understanding of
development priorities faced by the country, belief in the
importance of sustainable development initiatives, public-private
partnerships and joint action of UN agencies.
-
Projekat:Podizanje svesti među državnim organima na lokalnom
nivou i samih pojedinaca/povratnika o rešavanju problema
povratnika
„Podizanje svesti među državnim organima na lokalnom nivou i
samih pojedinaca/povratnika o rešavanju problema povratnika“ je
projekat koji finansira Holandska vlada, a implementira ga Služba
za ljudska i manjinska prava zajedno sa UNDP-jem kao
implemen-tacionim partnerom.
Opšti cilj projekta je obezbeđivanje bolje integracije
povratnika u Republiku Srbiju kroz aktivnosti podizanja svesti na
centralnom i lokalnom nivou. Aktivnosti podizanja svesti tiču se
sledećih aspe-kata reintegracije, odnosno sledećih oblasti u kojima
povratnicima može biti otežan pristup pravima:
- izdavanje ličnih dokumenata- socijalna zaštita- zdravstvena
zaštita- obrazovanje/jezik
awaReness Raising among LocaL state institutions 1�
Project:
Awareness Raising among Local State Institutions and Concerned
Individuals/Returnees to Deal with Returnee Issues. ‘Awareness
Raising among Local State Institutions and Concerned Individuals/
Returnees to Deal with Returnee Issues’ is a project financed by
Dutch government and implemented by the Agency for Human and
Minority Rights together with UNDP, as an implementation partner.
General objective of the project is ensuring better returnees’
integration to Republic of Serbia through activities of raising
awareness on central and local levels. Activities of raising the
awareness concern the following reintegration aspects, i.e. the
following domains where the access to rights may be complicated for
returnees:
- issuing personal documents - social protection - health
protection - education/language
-
Cilj projekta je i uspostavljanje partnerstva i saradnje između
za-poslenih u navedenim oblastima koja treba da obezbedi zajednički
pristup u rešavanju problema povratnika. Očekuje se da zaposleni u
državnim institucijama i organima, kao i lokalnoj samoupravi steknu
relevantna znanja i veštine kojim mogu da pomognu u rešavanju
problema sa kojima se povratnici susreću.
U skladu sa postavljenim ciljevima, održani su treninzi u 10
op-ština/gradova u Srbiji:
podizanje svesti među dRžavnim oRganima1�
Loznica
KulaVrbasOsijek
Bijeljina
Vinkovci
TemerinSrbobran
Zrenjanin
Ljubovija
MajdanpekPetrovac
Golubac
Kraljevo
Valjevo
Kragujevac
Jagodina
Kovin
Alibunar
Mladenovac
Rogacica
Obrenovac
Ruma Inđija Stara Pazova
GornjiMilanovac
SremskaMitrovica Nova Pazova
Sjenica
Novi Pazar
Prijepolje
Priboj
Prokuplje
Trstenik
Velika-Plana
Bijelo Polje
Bujanovac
Prizren
Vranje
Orahovac
Tetovo
Priboj
Gnjilane
Shkod ër
PodgoricaCetinjeKotor
Bar
Ulcinj
Sokobanja
Ivanjica
Ivangrad
Pljevlja
Pec
KosovskaMitrovica
Aleksinac
Foča
Kladovo
Smed. Palanka
Bor
Negotin
Vidin
Bela Crkva
AdaKikinda
Smederevo
Arad
Elemir
Timisoara
BanatskoNovo Selo
Apatin
Bajmok Senta
Sombor
Szeged
Subotica
MohácsPécs
Brčko
SivacCrvenka
Bosilegrad
Leskovac
Pirot
Vlasotince
Surdulica
BelaPalanka
Herce
g-Novi
Dakovica-
Kanjiza
UzicePozega
Cacak
Urosevac
NovaVaros
Zagubica
BackaPalanka
Sid
BackaTopola
Vrsac
Pozarevac
Raska
Presevo
Vucitrn
Krusevac
SabacPancevo
Becej
Niksic
Zajecar
Knjazevac
Zeleznik
CuprijaParacin
Nis
Novi Sad
Pristina
Sarajevo
Beograd(Belgrade)
Skopje
V O J V O D I N A
K O S O V O
C R N A G O R A
S R B I J A
BUGARSKA
HRVATSKA
BOSNA I HERCEGOVINA
ALBANIJABIVŠA
JUGOSLOVENSKAREPUBLIKA
MAKEDONIJA
HRVATSKA
M A Đ A R S K A
R UM
UN
IJA
Map No. 3815 Rev. 7 UNITED NATIONS
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The project’s objective is the set up of partnership and
collaboration among the employ-ees in mentioned domains which
should ensure joint access to returnee’ problems solu-tion.
Employees of state institutions and organizations, as well as of
local self adminis-tration are expected to obtain relevant
knowledge and skills helpful in solving problems confronted by
returnees.
In line with designated objectives, trainings in 10
municipalities/cities in Serbia were held:
-
Navedene opštine/gradovi izabrani na osnovu sledećih
kri-terijuma:
1. broj povratnika (povratnici se uglavnom vraćaju u svoje mesto
porekla ili mesto u kome imaju rodbinu)
2. pozicija opštine/grada u regiji (povratnici koji nemaju
blisku rodbinu se vraćaju u važnija odredišta u regiji)
Trening je zasnovan na setu konkretnih i praktičnih mera koje su
zasnovane na postojećem zakonskom okviru, a mogu da obezbede
povratnicima lakši pristup pravima (tzv. „održivi meha-nizmi za
integraciju“), odnosno izjednače ih sa građanima Srbi-je, i
potpomognu njihovu integraciju u društvo. Ovi mehanizmi opisani su
u „Priručnika za reintegraciju povratnika po readmisiji“ koji je
namenjen zaposlenima u državnim institucijama i lokalnim
samoupravama.
Kroz trening je prošla 231 osoba:
Struktura učesnika treninga / Training participants structure
Total Policijske uprave / Police administration 31Nacionalna služba
za zapošljavanje / National employment agency 22Matične službe /
Registration agencies 63Zavod za zdravstveno osiguranje / Health
security institute 7Domovi zdravlja / Health centers 27Centri za
socijalni rad / Centres for social work 33Školske uprave / School
administration 10Osnovne škole / Elementary schools 14Predškolske
ustanove / Pre-school institutions 3Crveni krst / Red cross
5Pokrajinske vlasti / Province authorities 5Republičke vlasti /
Republic authorities 4
awaReness Raising among LocaL state institutions 1�
Specified municipalities/cities were chosen on the basis of the
following criteria:
1. number of returnees (returnees mostly return to their place
of origin or the place where they have relatives)
2. position of municipality/city in the region (returnees
without close relatives return to destination of more importance in
the region).
The training is based on a set of concrete and practical
measures based on the existing legislation framework, which may
ensure returnees to have easier access to the rights (so-called
‘sustainable integration mechanisms’), i.e. to make them equal to
Ser-bian citizens and to support their integration into society.
These mechanisms are de-scribed in ‘Information Manual for
Returnees in the Process of Readmission’ designed for employees in
state institutions and local self administrations.
The training was attended by 231 person:
-
Obavljeno je još jedno terensko istraživanje kojim su
priku-pljeni podaci o više od 3300 povratnika širom Srbije koje će
dati prvu sliku o socio-ekonomskoj poziciji ovih ljudi, kao i
problemi-ma sa kojima se susreću. Napominjemo da je ovo prva
iscrpna baza podataka o povratnicima, pošto njihov broj ostaje
nepoznanica i za vlade zemalja Zapadne Evrope iz kojih se vraćaju,
a o karakteris-tikama ove grupe ljudi da i ne govorimo (problemi u
prikupljanju podataka nastaju zbog mobilnosti povratnika, kao i
nedostataka jedinstvenih mehanizama za njihovu identifikaciju).
Izrađen je „Informator za povratnike po readmisiji“, na-menjen
samim povratnicima, objavljen na romskom, srpskom, holansdkom,
nemačkom i engleskom jeziku, koji sadrži osnovne informacije i
kontakte od koristi povratnicima i čija se distribucija vrši u
Kancelariji za readmisiju na aerodromu „Nikola Tesla“, Beo-grad i
drugim značajnim punktovima (centrima za socijalni rad, školama,
NVO, diplomatsko-konzularnim predstavništvima, i sl.)
U toku je sprovođenje aktivnosti čiji je cilj učenje srpskog
jezika i integracija dece povratnika u škole u 15 opština sa
najvećim brojem dece povratnika, s obzirom da je problem
nepoznavanja ili nedovoljnog poznavanja srpskog jezika tj. jezika
na kome se odvija nastava u školama alarmantan je i prepoznat kao
prioritet u inte-graciji dece povratnika u obrazovni sistem.
Deca predstavljaju posebno ranjivu grupu u okviru povra-tničke
populacije koja se teško nosi sa traumom prouzrokovanom
podizanje svesti među dRžavnim oRganima1�
Another field research was carried out having collected the data
on more than 3300 returnees Serbiawide which will offer the right
picture on socio-economical position of these people, as well as on
problems they are confronting. We point out that this is the first
detailed returnees’ data base as their number remains unknown even
to the West-ern European countries they are returning from, not to
speak about characteristics of this population group (problems
while collecting data appear due to returnees’ mobility, and also
due to the lack of unique mechanisms for their identification).
‘Information Bulletin for Returnees in the Process of
Readmission’ was created, intended for returnees themselves,
published in Roma, Serbian, Dutch, German and English languages
which contains basic information and contacts useful to returnees.
Its distribution is carried out in the Readmission Office at the
airport ‘Nikola Tesla’, Bel-grade, as well as in other points of
importance (social work centres, schools, nongovern-mental
organizations, diplomatic and consular offices, and similar).
The activity whose aim is to teach Serbian language and to
integrate returnee chil-dren to schools in 15 municipalities with
the largest number of returnee children is in course, considering
that the problem of not knowing Serbian language i.e. the teaching
language in schools or not knowing it as much as needed is alarming
and has been rec-ognized as a priority inside integration of
returnee children to education system.
Children represent particularly vulnerable group within returnee
population dealing hardly with trauma caused by change, which was
often sudden and by unwanted environment in which they found
themselves. In most cases it is a change ‘to worse’, as families
with children return from comfortable apartments to Roma
settlements without basic life conditions. In this regard inside
the project there has been anticipated the activity of learning
Serbian language which should serve not only to remove one of the
obstacles confronted by children while trying to get integrated
into the educational system, but also to create accepting and
supporting atmosphere directed to diminish children trauma.
-
promenom, često naglom i neželjenom sredinom u kojoj su se
na-lazili. U većini slučajeva to je i promena „na gore“ jer se
porodice sa decom vraćaju iz udobnih stanova u neuslovna romska
naselja. Zbog toga je u okviru projekta zamišljena aktivnost učenja
srpskog jezika koja treba da posluži ne samo otklanjanju jedne od
prepreka sa kojom se deca susreću pri pokušajima da se integrišu u
sistem školstva, nego i stvaranju atmosfere prihvatanja i podrške
kojom bi se smanjila traumatizacija dece.
Najugroženijim povratničkim porodicama problem predstav-lja i
nedostatak sredstava potrebnih za prevođenje školskih i dru-gih
dokumenata, pa je i ovo jedna od usluga koja je projektom
predviđena.
U toku je pravljenje web sajta koji će sadržati osnovne
in-formacije, kontakte i publikacije vezane za pitanja
reintegracije povratnika.
Pored svih ovih aktivnosti Služba je u stalnom kontaktu sa
nevladinim organizacijama i inicirala je osnivanje tela čiji će
cilj biti koordinisanje aktivnosti vezanih za reintegraciju
povratnika koje se odvijaju na terenu.
awaReness Raising among LocaL state institutions 1�
Beside all these activities the Agency for Human and Minority
Rights has been in perma-nent contact with non governmental
organizations and has initiated the formation of the body which
will have as an objective the coordination of activities carried
out on the field.
The problem of most endangered returnee families is also lack of
funds needed for translation of school and other documents. This is
accordingly one of services antici-pated by the project, as
well.
Formation of web site which would contain basic information,
contacts and publi-cations in regard to returnees’ reintegration
issues is in course.
Beside all these activities the Agency for Human and Minority
Rights has been in per-manent contact with non governmental
organizations and has initiated the formation of body which will
have as an objective the coordination of activities carried out on
the field.
-
Analiza medijskih objavaPregled medijskih objava na temu
readmisije i reintegracije povrat-nika u periodu avgust – septembar
2007. nije kompletan i maksi-malno pouzdan, pre svega iz razloga
nepostojanja kompletne do-kumentacije. Služba za ljudska i
manjinska prava nije pretplaćena na press clipping, tako da se
pregled i analiza medijskih objava zasniva na člancima i tekstovima
koji su pronađeni na internet pretraživačima po ključnim
pojmovima.
Potrebno je hitno uspostavljanje stalnog i stručnog clip-pinga,
bilo kroz sopstvenu službu, bilo angažovanjem agen-cije
specijalizovane za praženje mediskih objava. Takav servis bi
umnogome olakšao praćenje frekvencije i tonaliteta medijskoe
prezentacije Službe. Specijalizovane agencije za clipping izveštaje
šalju na dnevnom nivou, u elektronskoj formi, uz slanje nedeljnih,
mesečnih i godišnjih analiza. Takva baza bi omogućila blagovre-meno
usmeravanje medijskih aktivnosti Službe za ljudska i man-jinska
prava. Lakše i brže bi mogli da budu definisani problemi i prepreke
u procesu stvaranja pozitivne slike u javnosti o delovanju
Službe.
Broj i tonalitet objavaBroj i tonalitet objava o temi readmisije
i reintegracije povratnika u domaćim medijima u avgustu i septembru
2007. nije adekvatan važnosti ove teme, naročito ako se ima u vidu
da je 18. septembra
anaLysis of media announcements 21
Analysis of Media Announcements Media announcements overview in
relation to returnees’ readmission and reintegration issue in the
period August – September, 2007 is not complete and entirely
reliable, above all because of lack of complete documentation.
Agency for Human and Minority Rights has not been prescribed to
press clipping, consequently the overview and the analysis of media
announcements is based on articles and texts found by Internet
explorers as per key terms.
An urgent establishment of continuous and expert clipping is
necessary, either by own service, or by engaging an Agency
specialized in close follow up of media announcements. Such service
would further ease the monitoring of frequency and tonality of the
Agency’s media presentation. Specialized clipping agencies send
reports daily, in electronic form, including mailing of weekly,
monthly and annual analysis. Such base would enable prompt
direction of media activities of Agency for Human and Minority
Rights. Problems and obstacles inside process of creation of
positive picture on the Agency activities in public could be
defined in easier and more rapid way.
Announcements’ number and tonalityAnnouncements’ number and
tonality on returnees’ readmission and reintegration issue in
national media in August and September, 2007 is not corresponding
to the im-portance of this subject, in particular bearing in mind
that on September 18.
-
sa Evropskom unijom potpisan Sporazum o viznim olakšicama i
Sporazum o readmisiji. Pored toga, tonalitet medijskih objava nije
povoljan za Službu za manjinska i ljudska prava. Od osam pri-marnih
objava koje je Služba za ljudska i manjinska prava regis-trovala u
avgustu i septembru, u pet dnevnih novina koje izlaze na teritoriji
Srbije (koje su u celini, ili delimično prenesene u nekoliko
lokalnih medija ili internet portala), gotovo sve su negativno
in-tonirane kada je u pitanju aktivnost državnih organa.
Osim teksta „Lađević: Država će pomoći reintegraciju
povrat-nika“, objavljenog na servisu agencije Beta, a prenetog u
„Blicu“ 5. avgusta, čiji se sadržaj može oceniti kao neutralan, čak
sedam ob-java je izrazito negativno intoniran. Dovoljno je izneti
listu naslova tekstova koje je Služba za ljudska i manjinska prava
registrovala u avgustu i septembru 2007:
- „Blic“ (05. 08) – „Lađević: Država će pomoći reintegraciju
povratnika“- „Dnevnik“ (06. 08) – „Srbija nespremna za readmisiju“-
„Glas javnosti“ (07. 08) – „Evropa ih ostavila na ledini“-
„Večernje novosti“ (13. 08) – „Vrate ih, a oni odu“- „Danas“ (14.
08) – „Država nema budžet za povratnike“- „Blic“ (19. 08) –
„Nespremni za 150.000 povratnika“- „Blic“ (27. 08) – „Vlada ne mari
za svoju sliku na internetu“- „Blic“ (08. 09) – „Povratnici nemaju
ni posao ni smeštaj“
Osim teksta „Lađević: Država će pomoći reintegraciju
povratnika“, u ovom periodu Služba za ljudska i manjinska prava
nije inicirala ni jednu primarnu objavu o temi readmisije i
reintegracije, a go-
anaLiza medijskih oBjava22
Agreement on Facilitation of Visa Regime and Readmission
Agreement were signed with European Union. Besides, tonality of
media announcements is not convenient for the Agency for Human and
Minority Rights. Out of eight principal announcements registered by
the Agency for Human and Minority Rights in August and September,
in five daily newspapers being published at the territory of Serbia
(which were entirely or partially communicated through several
local media or Internet portals), almost all are negatively
affected speaking of the activities of state organizations. Besides
the text: ‘Ladevic: The country will help returnees’ reintegration’
published on Agency Beta service, and communicated in ‘Blic’ on
August 5, whose content may be evaluated as neutral, seven
announcements were negatively affected. It would be enough to
expose a list of text headlines registered by the Agency for Human
and Minority Rights in August and September, 2007.
- ‘Blic’ (August, 5) – ‘Ladevic: The Country will Help
Returnees’ Reintegration’ - ‘Dnevnik’ (August, 6) – ‘Serbia
Unprepared for Readmission’ - ‘Glas javnosti’ (August, 7) – ‘Europe
Left them on Turf ’ - ‘Vecernje novosti’ (August 13) – ‘They Turn
them Back and They Leave’ - ‘Danas’ (August 14) – ‘The Country has
no Budget for Returnees’ - ‘Blic’ (August 19) – ‘Unprepared for
150.000 of Returnees’ - ‘Blic’ (August 27) – The Government does
not Care for its Own Internet Picture’ - ‘Blic’ (September, 8) –
‘Returnees have neither Job or Furniture’
Besides the text: ‘Ladevic: The country will help returnees’
reintegration’, in this period the Department for Human and
Minority Rights did not initiate neither of principal announcements
on readmission and reintegration subject, and almost all
announce-
-
tovo sve objave bile su inicirane izjavama drugih učesnika u
ovom procesu, koji su kritikovali inertnost državnih organa. Ovde
se pre svega misli na izjave Srđana Šajna, predsednika Romske
partije, ali kritički tonovi se prepoznaju i u viđenju problema od
strane samih novinara, urednika (oprema teksta – naslovi), pa čak i
predstavni-ka pojedinih nevladinih organizacija.
Treba naglasiti da projekat Podizanje svesti među državnim
or-ganima na lokalnom nivou i samih pojedinaca/ povratnika o
rešavanju problema povratnika, prema podacima kojima raspolaže
Služba za ljudska i manjinska prava, u medijima nigde nije ni
pomenut.
Ključni pojmovi u analiziranim objavamaKljučni pojmovi u
analiziranim objavama , izabrani od strane no-vinara i sagovornika,
takođe, ne idu u prilog stvaranja pozitivne slike o aktivnostima
Službe za ljudska i manjinska prava vezanih za proces readmisije i
reintegracije povratnika.
Najčešće se barata cifrom od „150.000 lica“ koja treba da budu
vraćena u Srbiju stupanjem na snagu Sporazuma o readmisi-ji. Ovde
je prisutan momenat „zastrašivanja“ javnosti, dok se samo u
naznakama konstatuje činjenica da je ovaj broj gornja granica
procene, kao i da je readmisija dugogodišnji proces.
„Nespremnost države“ je pojam koji je, takođe veoma zastu-pljen
u medijskim objavama. Ističe se da „država nema budžet za
povratnike“, da je „Srbija nespremna za readmisiju“, da „nadležne
službe nemaju podatke o broju i strukturi povratnika“.
anaLysis of media announcements 23
ments were initiated by statements of other participants of this
process, who criticized inertness of state organizations. Above all
here are to consider statements of Srjdan Sajn, president of Roma
party, but critical aspects are recognized also in viewing the
problem specifically by journalists, editors (text outfit –
headlines), and even by representatives of a single
non-governmental organizations. There is also to be stressed that
the project Awareness Raising among Local Institutions and
Concerned Individuals/Returnees to Deal with Returnee Issues. ,
according to data on hand to the Agency of Human and Minority
Rights, has not been mentioned in any of media.
Key terms on analyzed announcementsKey terms on analyzed
announcements, chosen by journalists and interlocutors, also, do
not support the creation of positive picture on activities of the
Agency for Human and Minority Rights in connection with process of
returnees’ readmission and reintegration.
Most often, there is to deal with a figure of ‘150.000 of
persons’ who should be brought back to Serbia by entering the
Readmission Agreement into effect. A moment of ‘scaring’ the public
is present here, while the facts that this number is an upper
estimation limit as well as that the readmission is a long-term
process are being disclosed only as a notion. ‘Unprepared country’
is a term which has also been very present in media announce-ments.
It is stressed that ‘the country has no budget for returnees’, that
‘Serbia is unpre-pared for readmission’, that ‘Agencies in charge
do not hold data on returnees’ number and their structure’.
-
Readmisija i ReintegRacija povRatnika – osnovni pojmovi2�
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communication stRategy 2�
Komunikaciona strategijaNezaobilazan deo svake savremene moderne
organizacije je služba za odnose sa javnošću. Kvalitetno osmišljeni
i dobro rukovođeni odnosi sa javnošću garantuju porast poslovnog
ugleda i rezultiraju unapređenjem finansijskih rezultata.
Odnosi sa javnošću uključuju identifikaciju i analizu ciljnih
ja-vnosti, pozicioniranje i strateško savetovanje, analizu budućih
trendova i njihovih efekata, istraživanje javnog mnjenja, stavova i
očekivanja, sprečavanje sukoba i nesporazuma…
Dobro osmišljena i profesionalno plasirana medijska ob-java
donosi organizaciji ili pojedincu neuporedivo veću korist od bilo
kog plaćenog vida oglašavanja. Naravno, kombinovani metod nastupa u
medijima, koji uključuje komercijalno oglašavanja, uz temeljnu
strategiju i efikasnu realizaciju PR aktivnosti, donosi najbolje
rezultate.
Communication Strategy Inevitable part of each modern
organizationization nowadays is a public relation service. Public
relations which have been originated with quality and well managed
are a guarantee of a raise of business reputation and result in
improving financial results. Public relations include
identification and analysis of aimed public, positioning and
strategic advisory, analysis of future trends and their effects,
research of public opinion, positions and expectations, conflicts
and misunderstandings prevention..
Media announcement that has been well originated and placed in
professional way brings to an organization or to an individual
incomparably higher benefit than any of paid advertising methods.
Certainly, combined method of media presentation including
commercial advertising, along with a detailed strategy and
efficient realization of PR activities, produces most excellent
results.
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komunikaciona stRategija2�
Neophodni uslovi za realizaciju strategije U cilju promene
medijske slike o aktivnostima Službe za ljudska i manjinska prava,
a u vezi sa readmisijom i reintegracijom povrat-nika, treba
preduzeti sledeće konkretne mere:
Formiranje tima koji će se baviti odnosima sa medijima i
kreira-njem bolje slike Službe u javnosti. Ovaj tim može da bude
sastavljen od ljudi koji već rade za Službu. Druga mogućnost je
angažovanje PR agencije, koju treba angažovati na duži period, jer
je kontinu-itet izuzetno važan faktor u uspostavljanju zdravog i
obostrano korektnog odosa sa medijima. Aktivnosti PR tima, ili PR
agencije angažovane od strane Službe treba da se sastoje od
sledećih ele-menata:
Definisanje liste bitnih medija, kao i njihovih predstavnika
(no-vinara koji se bave ovom problematikom i urednika odgovarajućih
rubrika).
Uspostavljanje kontakta sa novinarima i urednicima sa prethodno
definisane liste i stavljanje do znanja da imaju mogućnost da uvek
dobiji brzu i preciznu informaciju o svim pitanjima iz delokruga
aktivnosti Službe za ljudska i manjinska prava.
Održavanje stalnog kontakta sa predstavnicima medija, kako kroz
pismenu komunikaciju – slanje informacija, obaveštenja, saopštenja,
tako i usmeno, direktnom komunikacijom.
Necessary Conditions for Strategy Realization
With the aim of changing media picture about the activities of
the Agency for Human and Minority Rights, and in connection with
returnees’ readmission and reintegration, specific measures should
be taken, as follows:
Formation of a team which would deal with media relations and
with formation of better picture of the Agency in public. This team
may be composed of people who have already been working for the
Agency. Another option is to engage a PR Agency, which should be
appointed for a longer period, considering that a continuous work
is an im-portant factor in establishing healthy and reciprocally
proper relation with media. Ac-tivities of PR team or of a PR
Agency engaged by the Agency should consist of the fol-lowing
elements:
Definition of list of key media, along with their
representatives (journalists dealing with this matter and editors
of appropriate columns).
Establishing contacts with journalists and editors from
previously defined list and informing them that they are in a
position to always obtain rapid and precise information on all the
matters the Agency for Human and Minority Rights is in charge.
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communication stRategy 2�
Održavanje redovnih sastanaka sa predsatavnicima medija. Kada
postoji povod, organizovanjem konferencija za medije, kada nema
posebno bitnih događaja, onda treba ustanoviti radna okupljanja
(bar jednom u dve nedelje) na kojima novinari mogu da dobiju sve
informacije koje su im potrebne.
Hitno treba postaviti zvaničnu internet prezentaciju sa svim
po-dacima o Službi za ljudska i manjinska prava, kao i
aktivnostima, projektima i kontaktima. S obzirom da web
prezentacija, trenutno ne postoji, jedine informacije o Službi na
internetu mogu se dobiti iz sekundarnih izvora – tekstova
objavljenih u medijima o temama bliskim manjinskim i ljudskim
pravima, ili tekstova objavljenih u periodu kada je Služba
formirana. Ovo je svakako nedovoljan i nepouzdan način dolaska do
informacija o Službi.
Potrebno je kontinuirano i stručno praćenje medijskih objava,
kako o Službi za ljudska i manjinska prava, tako i o svim temama
povezanim sa delokrugom aktivnosti Službe. U tom smislu, neo-phodno
je pretplatiti se na press clipping u nekoj od specijal-izovanih
agencija (npr. Ninamedia). Tako se stvaraju uslovi da se
blagovremeno i adekvatno reaguje na medijske objave koje zahtevaju
reakciju, ali i da se unapred usmerava strategija delovan-ja u
sektoru odnosa sa javnošću.
Keeping continuous contact with media representatives, through
both a communi-cation in written – providing information, notices,
statements, or by mouth, through direct communication.
Holding regular meetings with media representatives. In case
there is a motivation, by organizing media conferences, in case of
lack of particularly important events, work gatherings should be
scheduled (at least once in two weeks) where journalists could
obtain all the information they need.
An official Internet presentation should be installed with
urgency, with all the in-formation on the Agency for Human and
Minority Rights, along with the activities, projects and contacts.
Taking into consideration that web presentation does not exist at
this point, the only information on the Agency on Internet can be
obtained from sec-ondary resources – texts published in media on
subjects close to minority and human rights, or texts published in
period of the Agency formation. This is certainly not neces-sary
and not reliable way of obtaining information about the Agency.
A continuous and expert follow up of media announcements is
needed, both on the Agency for Human and Minority Rights and on all
the subjects related to the field area covered by the Agency
activities. In that sense, it is necessary to get prescribed to
press clipping at some of the specialized agencies (such as
Ninamedia). In this way conditions for a prompt and proper reaction
to media announcements requiring reaction are being created, and
both for far ahead direction of activities in public relations
sector.
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komunikaciona stRategija2�
Elementi strategijeSve gore navedeno su samo osnovni potrebni
uslovi koje Služba za ljudska i manjinska prava treba da ispuni da
bi mogla uspešno da sprovodi komunikacionu strategiju po bilo kom
pitanju, pa i po pitanju problema readmisije i reintegracije
povratnika. Tek po ispunjenju gore navedenih uslova, za šta nije
potrebno mnogo vremena ni sredstava, može se pristupiti iole
ozbiljnoj re-alizaciji komunikacione strategije u domenu readmisije
i reinte-gracije povratnika. Ova strategija bi trebalo da bude
usmerena u nekoliko pravaca:
Promocija aktivnosti Službe za ljudska i manjinska prava:
potreb-no je pružiti medijima kompletnu i objektivnu informaciju o
svim aktivnostima i projektima koje je Služba sprovela, ili
sprovodi, kao i o aktivnostima ili projektima koji su u planu. Pri
tome, ne treba skrivati objektivne teškoće sa kojima se Služba
susreće. Treba im dati pravu dimenziju i treba ih smestiti u
objektivnu vizuru. Uvek je bolje da se o teškoćama i problemima
govori na stručan i objektivan način, nego da se uopšte ne govori.
Rezultat ćutanja i prećutkivanja je, gotovo uvek,
predimenzioniranje problema, što vodi zastrašivanju javnosti i
stvaranju utiska da je „stvar izmakla kontroli“.
Naravno, uvek treba isticati pozitivne efekte i konkretne
re-zultate aktivnosti i projekata Službe. Svaki pozitivan primer
povrat-nika (pojedinca ili porodice), koji je uz pomoć Službe za
ljudska i
Strategy Elements
All above mentioned are only the basic conditions needed to be
fulfilled by the Agency for Human and Minority Rights in order to
carry out the communication strategy in a successful way
corresponding to any issue, including the issue of returnees
readmission and reintegration problem.
Only after specified conditions are fulfilled, which does not
require neither much time nor funds, it can be proceeded to at
least a bit serious realization of communication strategy in the
domain of returnees’ readmission and reintegration. This strategy
should be concentrated in several directions:
Promotion of activities of the Agency for Human and Minority
Rights: it is necessary to offer media a complete and objective
information on all the activities and projects carried out or being
carried out by the Agency, both as on the activities or projects
planned. Yet, the objective difficulties confronted by the Agency
should not be hidden. They should be given a right dimension and
should be placed in objective per-spective. It is always better to
speak about difficulties and problems in expert and objec-tive way,
rather that not to speak at all. The result of being silent and not
saying things almost always results in making a problem excessive,
leading to frightening the public and creation of impression that
the ’issue is out of control’.
Of course, positive effects and concrete results of activities
and projects of the Department shoud always be underlined. Each
positive example of returnees (an individual or a family), entered
successfully to a reintegration process by assistance of the Agency
for Human and Minority Rights should be pointed out and struggled
for
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communication stRategy 2�
its media attention. Not to hide problems in this way, but to
show that a successful returnees’ reintegration process is
possible. Each positive example may be an incentive for innovative
positive examples.
Identification of the Agency for Human and Minority Rights as a
reliable and en-gaged subject in returnees’ readmission and
reintegration process: in case positive effects of the Agency
activities are successfully stressed, in case by a continuous and
professional relation towards media a picture of organization
caring for a public to be promptly and correctly informed on its
activities is being established, the Agency will build its positive
identification within media space. In time, people in charge of
relation with media representatives on behalf of the Agency for
Human and Minority Rights, will become inevitable factor inside the
process of informing on all the issues in connec-tion with the area
covered by the Agency, but also on other related issues. When media
(journalists and editors) establish such a relation of professional
confidence, it means that we are on the right way for the positive
identification to be established.
Relation with local media: very important direction of acting is
concentration of PR activities towards local media. Bearing in mind
that local community and local gov-ernance organizations are the
target group of the specific project, a promotion in local media is
inevitable element of communication strategy.The way of penetrating
through local media is more rapid and easier than a penetration
through media with national coverage for many reasons. First, the
subject is related to the
manjinska prava uspešno ušao u proces reintegracije, treba
istaći i izboriti mu medijsku pažnju. Ne da bi se time prikrili
problemi, već da bi se pokazalo da je uspešan proces reintegracije
povratnika moguć. Svaki pozitivan primer može da bude podsticaj za
nove pozitivne primere.
Identifikacija Službe za ljudska i manjinska prava kao
odgovor-nog i angažovanog subjekta u procesu readmisije i
reintegracije povratnika: ukoliko se uspešno istaknu pozitivni
efekti aktivnosti Službe, ukoliko se putem kontinuiranog i
profesionalnog odnosa prema medijima uspostavi slika organizacije
koja brine da javnost bude pravovremeno i tačno informisana o
njenom delovanju, Služba će izgraditi svoju pozitivnu
identifikaciju u medijskom prostoru. Vre-menom će ljudi zaduženi
ispred Službe za ljudska i manjinska prava, za odnose sa
predstavnicima medija, postati nezaobilazni činilac u procesu
informisanja o svim pitanjima koja se tiču delokruga rada Službe,
ali i o drugim srodnim pitanjima. Kada mediji (novinari i urednici)
uspostave takav odnos profesionalnog poverenja, znači da smo na
pravom putu da pozitivna identifikacija bude uspostavljena.
Odnos sa lokalnim medijima: veoma bitan pravac delovanja je
usmeravanje PR aktivnosti ka lokalnim medijima. S obzirom da su
lokalna zajednica i lokalni organi vlasti ciljna grupa konkretnog
projekta promocija u lokalnim medijima je nezaobilazan element
komunikacione strategije. Put prodora kroz lokalne medije je brži i
lakši nego prodor kroz medije sa nacionalnim pokrivanjem iz
više
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komunikaciona stRategija30
local community, on the other hand, local media are ‘starving’
for information referring to the region where they execute the
informing process and as a third, the way to a relation of
confidence and establishment of a positive identification towards
journalists and editors of local media is shorter, particularly
from the position of government sector.
The use of data base at a disposal to the Agency for Human and
Minority Rights. the use of data base in correct manner and for
certain purposes, regarding number, educa-tion, age sex and
national structure of returnees, may be an efficient tool in the
proc-ess of taking a good media position. An expert and objective
use of ‘number language’ leaves an impression of neatness, accuracy
and efficiency and extends the level of public confidence.
Realization of a specific campaign: for single segments of work
of the Agency for Hu-man and Minority Rights, and especially for
the specific project it looks as a productive acting direction in
improving media picture of the Agency, but also as a good way to
increase the efficiency and productivity of the project itself.
Organization of classes for teaching Serbian language in 15 cities
in Serbia, organized by the Agency, might be the hallmark of a
campaign in local information channels. Recording a radio jingle,
TV spot or preparation of a newspaper announcement and the
respective placement through local media would not require high
expenses (considering proportionately low advertis-ing costs in
local media), and it would produce significant results in sense of
results of concrete action, but also in sense of institutional
identification of the Agency for Human and Minority Rights
itself.
razloga. Prvo, tema je vezana za lokalnu zajednicu, drugo,
lokalni mediji su „gladni“ informacija koje se tiču regiona u kome
vrše proces informisanja i treće, put do odnosa poverenja i
uspostav-ljanja pozitivne identifikacije prema novinarima i
urednicima lo-kalnih medija kraći je, naročito iz pozicije vladinog
sektora.
Korišćenje baze podataka kojom raspolaže Služba za ljudska i
man-jinska prava: ispravno i namensko korišćenje baze podataka o
broju, obrazovnoj, starosnoj, polnoj i nacionalnoj strukturi
povratnika, može da bude efikasno oruđe u procesu zauzimanja dobre
medijske pozici-je. Stručno i objektivno korišćenje „govora brojki“
daje utisak egzakt-nosti, preciznosti i efikasnosti i povećava
stepen poverenja javnosti.
Realizovanje konkretne kampanje: za pojedine segmente delovanja
Službe za ljudska i manjinska prava, a naročito za konkretni
projekat čini se kao delotvoran pravac delovanja u poboljšanju
medijske slike o Službi, ali i dobar način za povećanje efikasnosti
i delotvornosti samog projekta. Organizovanje časova srpskog jezika
u 15 gradova u Srbiji, koje realizuje Služba, moglo bi da bude
predmet kampanje u lokalnim sredstvima informisanja. Snimanje radio
džingla, TV spota i priprema novinskog oglasa i njihovo plasiranje
kroz lokalne medije ne bi zahtevalo visoke troškove (s obzirom na
srazmerno niske cene oglašavanja u lokalnim medijima), a imalo bi
značajne rezultate i u smislu rezultata konkretne akcije, ali i u
smislu institucionalne iden-tifikacije same Službe za ljudska i
manjinska prava.
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Komunikaciona strategija za potrebe projekta: „Podizanje svesti
među državnim organima na lokalnom nivou i samih
pojedinaca/povratnika o rešavanju problema povratnika“
Communication Strategy for the Purposes of Project:“Awareness
Raising among Local State Institutions and Concerned
Individuals/Returnees
to Deal with Returnee Issues”