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. PRISTINA 00000034 002 OF 004 ¶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 PRISTINA 00000034 003 OF 004 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 PRISTINA 00000034 004 OF 004 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