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