KOSOVO: PUBLIC OUTREACH WORKING GROUP PREPARES

UNCLAS SECTION 01 OF 02 PRISTINA 000027

SIPDIS

SENSITIVE
SIPDIS

DEPT FOR EUR/SCE, FOR EUR/PPD - ROXANNE CABRAL, NSC FOR
BRAUN, USUN FOR DREW SCHUFLETOWSKI, USOSCE FOR STEVE STEGER

E.O. 12958: N/A
TAGS: PPGOV KJUS EAID KDEM UNMIK YI
SUBJECT: KOSOVO: PUBLIC OUTREACH WORKING GROUP PREPARES
MESSAGE FOR DELIVERY

REF: 06 PRISTINA 1096

SENSITIVE BUT UNCLASSIFIED, PLEASE HANDLE ACCORDINGLY


1. (SBU) SUMMARY: The Working Group on Public Outreach,
chaired by OSCE Ambassador Wnendt and supported by USOP, has
agreed to a two-phased approach in relation to UN Envoy
Ahtisaari's presentation of the final status package: an
initial, "simple message" campaign -- via billboards and PSAs
-- to garner general public support in advance of Ahtisaari's
visit to Pristina, and a post-package outreach strategy to
clearly explain the package and counter any misinformation.
A message sub-group, drawn from the Kosovo government and the
main political parties, has produced content for the initial
phase that a local public relations firm will soon deliver to
Kosovar Albanian and Serb markets. Kosovo Serb
representatives have agreed to participate in this process to
ensure the message resonates in their community as well. The
working group has asked us to inquire whether President
Clinton and Secretary Albright, greatly respected among
Kosovars, would be willing to assist in this campaign; we
learned on January 11 that PM Ceku will write letters to both
asking for their involvement. We are pleased with the work
so far, particularly the consensus in support of an inclusive
message for all Kosovars. END SUMMARY.

Initial Phase: Get Out a Simple Message of Support


2. (SBU) Since its first meeting on December 20 (ref),the
Working Group on Public Outreach, now chaired by OSCE
Ambassador Wnendt and supported by USOP, has held two more
meetings and made good progress. The group, with
participation from the OSCE, USOP, UNMIK, ICO and, most
importantly, the Kosovo government and the main political
parties, has agreed to mount an immediate public information
campaign to garner support for UN Special Envoy Ahtisaari's
final status package in advance of his expected early
February visit to Pristina. The group has also agreed to
post-visit public outreach, once the package has been made
public. In the initial phase, it was decided that use of
billboards and public service announcements via radio and TV
would be most effective in highlighting a clear, simple
message encouraging the people of Kosovo to view the
Ahtisaari package in a positive light and as the only vehicle
for achieving their aspirations. The group, in consultation
with the selected PR firm, will develop a roll-out strategy
detailing an effective mix among the various media options.

Sub-Group to Craft Careful Message


3. (SBU) A designated sub-group on message, made up of the
spokespeople of all major political parties, and
representatives from the OSCE, USAID and UNMIK, has met on
several occasions to determine what message will have the
most impact. The messages the group initially generated were
thought by us and others to be too triumphalist ("Kosovo
wins," "We all win"). We and Amb. Wnendt emphasized that
since the general message will be seen and heard by all, it
should not appear to alienate or threaten the Kosovo Serb or
any other community. Taking this into account, the subgroup
will meet again on January 12 with a Kosovo Serb political
leader to refine the message.

Next Steps


4. (SBU) Once the message has been determined, USAID
contractor AED will select a local public relations firm with
a multi-ethnic staff and experience working with both
Albanian and Serb communities; this should be done on January

19. USAID can dedicate about USD 150,000 to the pre-package
campaign, with an equal amount available after the package
has been delivered. UNMIK has also expressed interest in
contributing, but has not yet given a clear commitment. The
PR firm will produce two PSA's for Kosovo Albanians, one PSA
for Kosovo Serbs, and an outdoor advertising campaign,
including billboards, per the same 2-1 ratio. The firm will

PRISTINA 00000027 002 OF 002


conduct message monitoring, both pre-rollout message testing,
as well as post-rollout monitoring, and will write an
outreach strategy appropriate for both communities. The
message sub-group will work with the firm extensively to
polish the message before rollout. Other steps are to
produce content solely for the Kosovo Serb market and
determine the best media outlets to reach Kosovo Serbs.

Interest in Message from President Clinton, Secretary
Albright, Other Leaders


5. (SBU) Given the great degree of respect for President
Clinton and Secretary of State Albright among Kosovars, the
group asked for our assistance to determine if either or both
would be available to record video clips that could run
before or after the visit of Special Envoy Ahtisaari. On
January 11 government spokeswoman Lama followed this up by
telling us that PM Ceku will send letters to both former
leaders asking them to lend their moral stature to the
campaign to garner support for the Ahtisaari package. Amb.
Wnendt has also suggested that leading EU leaders, such as
German Chancellor Merkel, might be induced to taking part.
Aside from USG figures, the Kosovars have pushed the "Club of
Madrid" idea, that is, enlisting the support of prominent
former EU leaders.


6. (SBU) COMMENT: We are pleased with the continued unity
and sense of urgency within the public outreach working group
and the progress that has been made. All, particularly the
Kosovars, agree that the goal is to create a supportive
environment for Special Envoy Ahtisaari's final status
package -- without alienating or threatening the Kosovo Serb
community. END COMMENT.


7. (SBU) U.S. Office Pristina clears this cable in its
entirety for release to U.N. Special Envoy Martti Ahtisaari.
LASKARIS