KOSOVO: USOP ESTABLISHES STRATEGIC COMMUNICATIONS

C O N F I D E N T I A L SECTION 01 OF 04 PRISTINA 000034

SIPDIS

SIPDIS

DEPT FOR EUR, EUR/SCE, DRL, INL, AND S/WCI, NSC FOR BRAUN,
USUN FOR DREW SCHUFLETOWSKI, USOSCE FOR STEVE STEGER

E.O. 12958: DECL: 01/14/2018
TAGS: PGOV EAID KDEM UNMIK KV
SUBJECT: KOSOVO: USOP ESTABLISHES STRATEGIC COMMUNICATIONS
GROUP TO PROMOTE ACCURATE/TIMELY INFORMATION FLOW, REASSURE
KOSOVO SERBS


Classified By: COM TINA KAIDANOW FOR REASONS 1.4 (B) AND (D)


1. (C) SUMMARY: The Strategic Communications Group (SCG),
comprised of USOP, USAID, the Kosovo Government, KPS, UNMIK's
Office of the Kosovo Protection Corps Coordinator (OKPCC),
KFOR (including USKFOR),UNMIK, the International Civilian
Office Planning Team (ICOPT),and the British Office, was
established January 11 to coordinate mechanisms for getting
accurate, timely information out to Kosovo's communities in
the event of crisis, as well as to international media
covering the run-up to and aftermath of Kosovo's expected
declaration of independence. By identifying existing
networks and ongoing outreach programs on the ground, the
group will tap those networks to share and disseminate
information more quickly. The SCG has identified three
initiatives for message dissemination in this timeframe: 1)
outreach to Kosovo Albanians (both proactive messaging now
and reactive messaging to dispel rumors in the event of a
provocation or crisis); 2) outreach to international media
outlets and correspondents on the ground, and 3) outreach to
Kosovo Serbs. All three initiatives involve sharing planned
and ongoing outreach into communities and activating existing
networks of communication, but each target audience warrants
a different strategy, messaging and tools for message
delivery. We will follow up in the coming weeks to use the
SCG as a key tool to make the atmosphere surrounding Kosovo's
declaration of independence as safe and secure as possible
for all Kosovars. END SUMMARY.


2. (C) On January 11 the Strategic Communications Group
(SCG),a USOP project with the support and assistance of
USAID, was established to promote the accurate and timely
flow of information within and outside of Kosovo and to
reassure the Kosovo Serb community in the run-up to and
aftermath of Kosovo's anticipated declaration of
independence. The SCG, which includes USOP, USAID, the
Kosovo Government, UNMIK, Kosovo Police Service (KPS),Office
of the Kosovo Protection Corps Coodinator (OKPCC),
International Civilian Office Preparation Team (ICOPT),and
the British Office, has now met twice and is engaged in the
following initiatives.

Initiative #1: Messaging to Kosovo Albanians: Reaction and
Proaction


3. (C) In a meeting on January 15th, the SCG divided this
initiative into two subgroups: Crisis Reaction and Proactive
Messaging. The Crisis Reaction subgroup (USOP, KFOR, KPS,
KPC, Kosovo Government, Ministry of Interior, Ministry of
Local Government, UNMIK and the ICO) is generating a matrix
of current outreach into communities and existing
communication networks that can be used to disseminate
information quickly to Albanian communities. This matrix
will be complete by January 18. Examples of these networks
include USOP and USAID's contacts with local mayors and with
editors of Kosovo-wide and local media outlets, KPC units on
the ground, KPS substation chiefs, etc. KPS is already
planning to set up a "Crisis Management Office" within the
government to speed communication from the KPS officer at the
site of an incident to the government's public information
office. In another effort to link KPS more closely with
government public information offices, PDK (the governing
party) spokeswoman Vlora Citaku will attend a meeting of all
KPS spokespeople next week. USOP's Public Diplomacy section
is activating its already strong ties with Kosovo media to
remind them of their critical role in preventing rumors from
spreading, and to enlist their help in disseminating accurate
information quickly. COM will be hosting three
off-the-record Editorial Roundtables (January 23, 25 and 29)
with Kosovo Albanian and Kosovo Serb print and broadcast
media for a frank discussion on this topic. The Crisis
Reaction subgroup will meet on January 21 to draft some
possible scenarios (in general terms) and map out how
information will be shared and how it will be distributed via
the networks in the matrix.


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4. (C) The Proactive Messaging group is modeled on the
"message subgroup" from the successful Public Outreach
Working Group that was instrumental in explaining the
Ahtisaari final settlement package in 2007. This group will
be made up of political spokespersons from all major Kosovar
political parties. They will convene for the first time on
January 18 to identify target groups, draft messages and
possible tools for message delivery. Their overall theme to
Kosovo Albanians will be not to react to any possible
provocations from Belgrade, but to remain calm and understand
the importance of responsible behavior. The Academy for
Educational Development (AED),a USAID contractor which
worked on the last public outreach effort, will help
coordinate the work of this group and facilitate any media
tools that might be used for message delivery. This subgroup
will also consider plans for the actual day of independence
-- how to ensure a safe day of celebration -- that they will
then share with the larger Strategic Communications Group.
In the event of a crisis, this subgroup, made up of local
officials, can serve as another valuable network and message
delivery mechanism.

Initiative #2: International Media Outreach: Timely and
Accurate Info


5. (C) USOP will lead the effort to connect international
media outlets with accurate information on the ground. PAO
Karyn Posner-Mullen, the USOP press section and EUR/PPD/PA
media specialist, Lou Fintor (to arrive Pristina January 27),
will work in
close coordination with Washington, peer Press Attaches from
the British liaison office, UNMIK, ICO and appropriate Kosovo
government offices, as well as the Media Hubs in London and
Brussels to share timely information from the ground and to
generate and clear talking points to be shared with
international media. The Crisis Reaction Group and Proactive
Messaging Group (mentioned above),as well as the Serb
subgroup (more below) will provide valuable accurate source
information from networks on the ground, as well as message
delivery channels.

Initiative #3: Outreach to Kosovo Serbs: Security Info at
Village Level


6. (C) The purpose of this initiative is to encourage Kosovo
Serbs to rely on the structures that are there to protect
them, and to help them access these structures more easily.
It is also designed to discourage them from acting
impulsively based on unconfirmed rumors and, in the case of
northern Kosov, to discourage provocation and reaction.
These are short-term messages for the few weeks leading up to
and the few weeks after a declaration of independence. Due
to its substantial work in reaching out into the Kosovo Serb
community, the British Office will be coordinating this
initiative. The Kosovo Serb outreach group will include the
British Office, USOP, KFOR, KPS, UNMIK, OSCE, ICO and the
Ministry of Returns, the latter led by new Minister Boban
Stankovic, a moderate Kosovo Serb leader. In a January 14
meeting, USAID, USOP, USAID contractor AED, and British
Office representatives determined the need for both proactive
messaging, to begin in the next couple of weeks, as well as
preparations to deliver messages in response to incidents as
they occur.


7. (C) The challenges in reaching Kosovo Serbs, particularly
those in smaller enclaves, are myriad: limited access to
media, limited telephone access, and a general lack of trust
in outsiders. Consequently, misinformation and speculation
abound. Organizations working closely with these communities
(KFOR, liaison offices, NGOs) stress that the most effective
way to disseminate information in K. Serb communities is
face-to-face with influential community leaders. At a
January 17 meeting of the Kosovo Serb outreach group, the
Ministry of Returns representative emphasized lack of
credibility as the biggest hurdle in reaching Kosovo Serbs,
especially with proactive messages of security. He suggested

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three ways to deliver these messages more effectively: 1)
show exactly what has been done to ensure their safety since
the riots of March 2004 -- simply recognizing the mistakes of
2004 is not enough; 2) in addition to KFOR Liaison Monitoring
Team (LMT) outreach, use civilian networks like NGO
representatives, who have lived in these communities for some
time and thus have a longstanding relationship with key
members; and 3) tailor messages of reassurance to each
individual community, recognizing its specific location,
connections with other communities, age of population, etc.
This can be best done by NGOs and other civil society
networks that deeply understand the idiosyncrasies of their
community.


8. (C) The Serb outreach group decided on three successive
action steps in order to disseminate proactive messages of
security and calm, as well as swift, accurate facts in the
event of an emergency: 1) Compile data on what has changed
since 2004: KFOR and KPS will compile a list on security
measures improved since 2004, while USAID and USOP will also
contribute an extensive list of projects serving Kosovo
Serbs; 2) Develop a "core script" of proactive messages,
which AED will draft, in coordination with USOP and the
British Office; these will include messages to reassure
Kosovo Serbs that the security forces are there to keep them
safe, and that there are resources for information and help;
and 3) Coordinate a list of civilian networks at the village
level: USAID will compile a list of their NGO partners
(international and local) in every Kosovo Serb enclave. We
will ask these partners to volunteer to pass on messages in
the "core script," be available to disseminate information
from KFOR and KPS in the event of a crisis, and to be a
resource if community members have questions. Additionally,
the British Office has paired small liaison offices with more
isolated Kosovo Serb communities, so as to provide a direct
communication link and strengthen those lines of
communication. USOP will nourish already strong ties with
Kosovo Serb print and broadcast media outlets via COM-led
off-the-record roundtables with editors.

Serb Outreach Activity by USKFOR


9. (C) USKFOR, whose area of responsibility (AoR) includes
the largest Kosovo Serb enclave in the south (Strpce) and
numerous other Serb communities, has been continuously
engaged in its own outreach to counter Kosovo Serb fears and
concerns. In only one part of a multi-faceted effort, on
January 14, USKFOR COM BG Davoren met with over a dozen
Serbian Orthodox parish priests from across USKFOR's AoR.
Present was hardline Bishop Artemije, who predictably
criticized KFOR and UNMIK for not responding to the "250,000
who have been expelled" and the "killings, kidnappings and
destruction of churches and monasteries." Despite this, the
meeting provided an opportunity for the parish priests to
voice their concerns, most of which had to do with lack of
economic opportunity, theft of property, and threats and
"psychological pressure" by Kosovar Albanians. Some also
indicated that many Kosovo Serbs had already left and more
will leave since they are afraid of what will happen in the
coming months.


10. (C) COMMENT: The three initiatives of the Strategic
Communications Group aim to target three distinct audiences:
Kosovo Albanians, international media and Kosovo Serbs. By
mapping out existing networks and planning lines of
communication, the SCG's initiatives aim to prevent the
spread of rumors and aid communication among various local
and international actors. Nearly all of the participants in
the SCG have pre-existing communication networks and
information programs targeting Kosovo Albanian and/or Kosovo
Serb communities. Current efforts by KPS and the government
to speed communication after an incident are encouraging, but
similar links with other institutions with strong
communications networks on the ground (KPC, KFOR) have yet to
be fully established. The Kosovo Serb community presents
unique challenges that the NGO and other civilian networks on

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the ground can help ameliorate. USOP/USAID will use the SCG
as a key tool in the weeks leading up to and after Kosovo's
anticipated declaration of independence to ensure that the
atmosphere in which this momentous act takes place is as safe
and secure for all Kosovars as possible.
KAIDANOW