Twinning Project: Review of the National Labour Legislation
(ref. MK/2006/IB/SO/01)
GLOBAL COMMUNICATION STRATEGY 2008 - 2010
And
COMMUNICATION ACTION PLAN 2008-2009
TOWARDS
EU ACCESSION
MINISTRY OF LABOUR AND SOCIAL POLICY, SKOPJE
2008
Table of Contents
Table of abbreviations 3
1. GENERAL INTRODUCTION 4
2. CURRENT SITUATION AND S.W.O.T ANALYSIS 7
3. PROBLEMS AND MAIN CONCLUSIONS 10
3.1. Problems 10
3.2. Main conclusions 10
4. TARGET GROUPS 11
4.1. General public 11
4.2. External target groups 11
4.2.1. Ministries and key state bodies 11
4.2.2. The Government - SEA 12
4.2.3. Social partners 12
4.2.4. Public sector 12
4.2.5. Private sector 12
4.2.6. Non-governmental sector (NGO) 13
4.3. Internal target groups 13
4.4. Press/Media 13
5. COMMUNICATION STRATEGY- MAIN OBJECTIVES 14
6. THE COMMUNICATION STRATEGY BASE 15
7. THE MESSAGE 16
8. COMMUNICATION MEANS AND INNITIATIVES TOWARDS AWARENESS RAISING AND DISSEMINATION OF INFORMATION 16
9. REMARKS 19
10. OPERATIONAL ASPECTS AND FINANCIAL CAVERAGE 20
11. PROCEDURE 21
12. ACTIVITIES PLANNED TILL THE END OF THIS PROJECT 22
13. COMMUNICATION ACTION PLAN – 2008/2009 23
14. SPECIAL FOCUS ON OPERATION “GOOD PRACTICE AND SUCCESSFUL STORIES” 41
15. EVALUATION 41
Table of abbreviations
Abbreviation / Explanation / CommentsBC / Beneficiary country
Acquis Communautaire / The European Union law
CS / Communication strategy
CAP / Communication Action Plan / A documents that is elaborated on the basis of the CS and has annual effect
EC / European Commission
EU / European Union
DEC / Delegation of the European Commission in Skopje
DG / Directorate General of the EC
EU / European Union
EAR / European Agency for Reconstruction in Skopje
MOLSP / Ministry of Labour and Social Policy, Skopje / Twinning partner, BC
MOLSAF / Ministry of Labour, Social Affairs and Family, Bratislava / Twinning partner, MS
MS / EU Member State / In the TWP is represented by the Ministry of Labour, Social Affairs and Family and Regional Development Agency Senec-Pezinok, Bratislava
NPAA / National Programme for the Adoption of the Acquis Communautaire / Strategic document of the Government covering all the Chapters of the Acquis
SEA / Secretariat for European Affairs
SPIC / Strategy for Public Information and Communication in the process of accession in the EU 2007 – 2010 / Strategic document elaborated by the SEA
GPC / Guidelines for Public Communication of the MOLSP / Guidelines elaborated by the MOLSP, Skopje
NGO / Non-governmental organisation
IPA / Instrument of pre-accession
PR / Public relations
SP / Social partners
SD / Social Dialogue
TWP / Twinning project “Review of the National Labour Legislation”
RDA SP, BSGR / Regional Development Agency Senec – Pezinok, Bratislava Self-governing Region / Twinning partner, Bratislava
TWWP / Twinning work plan / Annex 1 of the twinning contract setting up all tasks to be carried out in the course of the TWP implementation
TWT / Twinning team / Twinning team means strong partnership between experts from the MS and BC
SME / Small and medium sized enterprises
DG Employment / Directorate General Employment
TA / Technical assistance
1. GENERAL INTRODUCTION
In the work plan of the MOLSP twinning project No. MK/2006/IB/SO/01, the communication objective is determined within the Component 5 “Information/Communication” and its sub-component 5.1., as “to design a global communication strategy for the duration of the twinning project (including MOLSP web portal) and disseminate the results of the project”. The design of this global communication strategy will be prepared based on the mutual agreement among the MOLSP communication department (Unit for Public Relations) and MS experts. The Communication Action Plan (CAP) is to be a part of the overall Communication Strategy. The communication about the TWP will be coordinated and harmonised with the MOLSP practices and rules.
The CS/CAP should support the MOLSP, as well as other relevant institutions subordinated by the MOLSP (like Employment Agency, Labour Inspection, etc.), the MoLSP´s target groups including the general public in raising awareness on the challenges and opportunities of the EU accession in the social area and the importance of the role of the MOLSP within the overall accession process.
In this respect, a comprehensive communication strategy has to be developed in order to help the MOLSP to clarify its position as a main authority towards different public bodies and various target groups in relation to the EU accession in the social area and necessity for transposition of the EU Acquis into the national legal system including direct law enforcement in practical terms.
This strategy shall be based on a systematic, well-planned series of actions, combining different methods, techniques and tools, to achieve intended positive changes and aims while utilising the available resources within a specific time frame. At the same time the MoLSP´s communication strategy shall contain a well-planned series of actions aimed at achieving the objectives through the use of communication methods, techniques and approaches.
To achieve this goal we have designed a communication strategy (CS) including short-term communication action plan, that:
· sets up the strategic outline for the MOLSP communication strategy from the short and long-term perspective (first towards the implementation of the TWP with main focus on the valorisation of the results and outcomes. i.e. dissemination and exploitation of these results and, secondly, from a long-term perspective paving the path for effective and in time communication and dissemination of MoLSP´s achievements in the integration process to the EU),
· while the communication strategy provides for direction and sets up the priorities for effective communication and information of all MoLSP´s targets from long-term perspective, the communication action plan represents a document that can be annually updated by the MoLSP´s staff according to their needs and requirements giving the MOLSP opportunity to plan carefully and effectively the necessary financial sources for all upcoming communication and information activities,
· is elaborated in compliance with the “Strategy for Public Information and Communication in the process of accession of the country in the EU 2007 – 2010 (SPIC)[1]”, as well as the GPC already developed by the MOLSP,
· also sets up the general framework for the future steps to be taken by the MOLSP,
· CAP includes the main information and communication activities to be implemented by the end of the TWP in compliance with the twinning work plan.
The CS/CAP is based on a sample desk-research and discussions with the MoLSP´s staff, as well as with the SEA´s staff involved in the pre-accession process and communication flows. The following state representatives were our guides in this process:
Ministry of Labour and Social Policy
· Ms Zaklina Velickovska, Head of Unit of Public Relations
· Ms Mirjanka Aleksevska, Head of Labour Department
· Ms Vesna Petkovic, Head of Department for European Integration
· Mr Darko Docinski, Head of Unit for NPAA and EU accession negotiations
· Mr Emil Krstanovski, Junior Assistant, Labour Department
Secretariat for European Affairs, Government Office
· Ms Finka Serafimova, Head of Sector for Integration
· Ms Azra Misini, Sector for Economic and Social Integration, Unit for Economic and Social Cohesion, Transport, Environment and Energy, Responsible for the Chapter 19 Coordination
· Ms Evgenija Serafimovska Kirkovski, SEA
We did a short communication and information investigation in June and the beginning of July 2008 in order to find out what is the current state-of-the-art towards communication and information matters and how the existing communication flows work, i.e. internally, (inside the MOLSP) and externally, (towards other state institutions, public organisations, relevant target groups and the wide public). We have also taken into consideration the TWP MS experts´ knowledge regarding awareness raising, communication and dissemination of information among all the relevant bodies involved in the accession process. Based on these findings we propose a CS/CAP that fits the current realities in the beneficiary country and the capacity of the MOLSP regarding available human, technical and financial resources.
We held several meetings with the MOLSP and SEA staff and all finding have been communicated by the RTA to the two MS experts who are involved in the implementation of Component 5 – 5.1 and 5.2. During the latter meetings we are also planning to discuss the operational aspects of the CS/CAP.
The common meeting with the SEA representatives has provided for further clarifications, important information and planning towards the responsibilities of line ministries to elaborate on their CS, communication flows and information and dissemination activities on the basis of the SEA´s SPIC. This meeting was very important for understanding the current situation in the communication and awareness raising at national level and to look forward to solutions which are tailor-made to the needs of the MOLSP and elaboration of its CS/CAP.
In compliance with all findings in the area of communication, awareness raising and dissemination of relevant information towards significance of the accession in the social area, this Communication Strategy and Communication Action Plan are specifically focused on ensuring effective communication and awareness raising among all relevant target groups in the social area. Part of the planned twinning activities is fully in compliance with the TWWP and includes all the tasks and duties to be carried out by the TWT.
The proposed CS/CAP are in harmony with the MoLSP´s GPC that defines the basic principles and objectives of the PR with the public, SEA´s SPIC principles and the role and the tasks of the state institutions involved in the accession process.
The CS and CAP are open documents which can be easily adjusted according to the needs of the MOLSP and its targets, as well as in line with the future challenges and activities planned at Government level.
The CS/CAP provide for:
· Consistency with the findings and the TWP framework;
· Feasibility in relation to the available resources and the time frame;
· Effectiveness towards the best use of the available resources in order to achieve the set objectives.
We would like to thank all participants involved in the process of elaboration of the CS/CAP for their open discussion, opinions and pleasant cooperation.
On behalf of the
The Twinning Team
Ms Luba Pavlovova
Resident Twinning Adviser
2. CURRENT SITUATION AND S.W.O.T ANALYSIS
Communication and dissemination of information have become increasingly important for institutions which have public role in the Macedonian society. It has to do with developments in society itself, as well as with the EU integration strategy of the whole country. Society is more and more complex and demands relevant information that is targeted and understandable for the citizens. The influence of the MOLSP on the whole accession process has increased and many new challenges on the path to the EU integration have to be met.
The full transposition of the EU Acquis covered by the Chapter 19 in the national law system can help the country to make significant step forward to the EU accession and it is a pre-requisite for enforcing the law in practical terms. Proper and tailor-made dissemination of information can help the officials and citizens to become, step-by-step, acquainted with the EU social policy, priorities set up in the social area from short and long-term perspective, working methods and procedures and build up not only capacity of individuals but first of all the institutional capacity of the country at all relevant levels. In this respect, the MOLSP, as well as citizens, social partners and institutions operational in all three sectors – public[2], private and non-governmental - and the press/media[3] will play an active role.
To anticipate on these developments, specific, permanent and transparent steps have to be taken in order to increase the awareness of all targets. Communication and dissemination of information have to be developed in many organisations into a discipline strongly involved in the policy process.
The MOLSP has a specific position in the communication supporting structures. The MOLSP cooperates with social partners and deals with all citizens and target groups as the social area is one of the most important areas and it is always is in the centre of citizens’ interest in spite of their age or social status.
The MOLSP is in charge for drafting important pieces of legislation and social plans/programmes, analyses and strategic documents relevant for the social area, especially providing for approximation of law and support to employment policies. At the same time, it is in charge for raising the public awareness on European Integration in the social area and making citizens understood the new challenges, opportunities and benefits which the accession can bring to them. Apart from other tasks the MOLSP is responsible for co-ordinating the social protection and inspection, equal opportunities and assistance to those who are the most disadvantaged in the society.
Communication and dissemination of information aimed at awareness raising, as a real discipline, is in the MOLSP still in its stage of gradual establishing. The main principles set up for the implementation of the GPC are:
· Openness and Transparency,
· Continuity,
· Increasing the MoLSP´s role in the overall communication process,
· Strengthening the cooperation with media/press,
· Setting standards towards communication procedures with media
It is also necessary the MOLSP to put further effort towards the cohesion between the MOLSP´s communication works and SEA´s communication policy, promptness and efficiency of the released information.
At present, there is no evidence of CS at the MOLSP level. There is a working group established by SEA (EU Coordinative Communication Working Group) in order to help line ministries to elaborate on their CS in compliance with the SEA´s SPIC. This group comprises representatives from different ministries and other interested parties responsible for communication and information issues in the framework of the accession process. However, due to the lack of human resources at SEA (some key persons left the Information and Communication Unit) this working group is not fully operational. At national level, only the Ministry of Economy has taken steps forward to elaborate on its own CS.
Taking into consideration the findings and tasks envisaged in the TWWP, this CS/CAP is ambitious document as it is not only covering the tasks to be accomplished within the TWP but is to provide the MOLSP with overall communication framework and a complex instrument and tools to carry out on all tasks in relation to the accession process in the social area.