FACULTY OF ECONOMICS MASTER STUDIES

Transcription

1 FACULTY OF ECONOMICS MASTER STUDIES DEPARTMENT: MARKETING AND BUSINESS MANAGEMENT MASTER THESIS THESIS: ROLE OF COMMUNICATION CAMPAIGNS OF EULEX PANEL - CASE HRRP Mentor: Prof.Dr. Hasan SALIU Candidate: Shpresa Mjekiqi - GOSALCI Prishtina, 2015

2 Abstract Since the first forms of the economy there is a need of communication, so that consumers be informed about the products and services that are offered. The term "communication" is intended to inform, influence, persuade and encourage customers or users of any service how to act. In our case, we have to do with the effect of campaigns, in this case relates to a specific organization, such as the Human Rights Review Panel (HRRP). HRRP aims to inform, influence and orient the receiver of the message or the public, to achieve the objectives that this mission has, to provide legal services to the citizens of Kosovo. Legal services, which provides for the citizens of Kosovo have to do with complaints about violations of their rights by EULEX, thus being the only accountable body for EULEX, because they know that EULEX has immunity from the Kosovo's institutions. However, the market for services in Kosovo, lag behind with the offers of consumer goods. So to raise the awareness of citizens, in the specific use of these services, we need to compile strategic development plans, with special and prior access should be given to citizens' needs and service. Therefore, every conception of strategic planning should include marketing policies and in general an approach to consumers.

3 CONTENT 1.Introduction CHAPTER I 1. The concept of communication 2. What are public relations? 2.1 Informative campaigns 2.2 The impact of informative campaigns CHAPTER II 3. Human Rights Review Panel (HRRP) 3.1 Establishment of HRRP 3.2 Independence of HRRP 3.3 The role of HRRP in the structure of Human Rights in Kosovo 3.4 Relevant elements of human rights 3.5 The procedure and practice 4. Panel and Secretary of HRRP CHAPTER III 5. Informative campaign of HRRP 5.1 Meetings held with nongovernmental organizations 5.2 Meetings held in local levels 5.3 Meetings held in central levels 5.4 Meetings held with students 5.5 Meetings held with legal representatives 5.6 Meetings with religious representatives in Kosovo 5.7 Interviews, debates, articles in the media 5.8 Information via the Internet CHAPTER IV 6. Data from research 6.1 Data from questionnaires 6.2 Data from interviews CHAPTER V

4 7. Interpretation of results 8. Analysis of polls 9. Conclusions 10. Recommendations Bibliography

5 I. Introduction Communication of an organization with the public is very important, because it seeks to achieve the organization s goals. In this case, the EULEX s different departments need to communicate with the public, to realize the aims and nature of the work that this mission has. Human Rights Review Panel (HRRP) aims to inform, influence and orient the receiver of the message or the public, to achieve the objectives that this mission has, to provide legal services to the citizens of Kosovo. This office provides legal services for the citizens of Kosovo, which have to do with complaints about violations of their rights by EULEX, thus being the only accountable body for EULEX. Knowing that EULEX has immunity from the Kosovo's institutions, HRRP is the only body that can help the citizens of Kosovo. In this paper I answered how this office is managed, what are the channels of communication to deliver the message and what is the effect of this type of consumer-oriented communication to Kosovo in the use of legal services offered by this panel. The impact of communication campaigns to the public and management of the office in delivering the convincing message, are subject to the study treatment. II. Aim of the paper The paper aims to examine specifically the impact of communication campaigns with public, from which communication channels they are more affected and what is their effect. I have chosen HRRP because of the specific nature of offered services, and have come up with concrete recommendations, that which steps are necessary to be taken to further advance its image. The type of services offered by this panel, is slightly separate and addressed to a particular group. HRRP should work even more on areas with the highest impact of information in the future. It should continue airing the information spots, and consider the possibility of extending the emissions in other television channels too, and continue to identify and inform the opinion leaders so that they inform that part of the public which are affected by them.

6 IX. CONCLUSIONS Communication campaigns have an impact on informing citizens, who have been treatment subject by EULEX, and who believe that their human rights are being violated. Through such campaigns, to an extent, it has been achieved awareness among citizens and encouraging them to use the services of HRRP. According to research, it appears that the majority of citizens, 41% of them are driven by local opinion leaders, including relatives, family members, colleagues and friends. These local opinion leaders have informed the public, at the same time encouraging them to use services of HRRP. Their impact is high, especially in rural areas, taking into account the level of development, education, social and economic situation of the citizens of these areas. However, communication campaigns have an important role in stimulating citizens. If we consider the stimulating citizens by various institutions, such as municipalities, courts, police and educational institutions, we reach the conclusion that all this is thanks to the communication campaigns in field, which HRRP has developed. As emerges from the research, advertising spots broadcasted via television have been effective. 58% of respondents answered that they themselves and their relatives are driven by these spots. Also reserved time for transmission of these spots has played a major role in stimulating citizens, since the time is selected when the viewership is higher, before the start of the evening news. Informative / influential communications and campaigns that have focus group users of services of HRRP are managed by its HRRP staff. HRRP until now was not equipped with professional staff in the field of public relations, as well as the budget is not divided, which it could have been used for these campaigns. As a result, the strategic plan for the development of campaigns in the field prepared and executed by its staff. They also deal with writing press releases and maintaining the Web site and facebook page of HRRP. Regarding the TV spots and promotional and informative materials, it is helped by the Public Relations Office of EULEX. During the research it is found that HRRP had no added involvement with the areas from which more charged people, or individual come from, which are handled by EULEX, and also there is a pale collaboration with religious clergy.