On 11.12.2020 (Friday), an online presentation of the Communication Strategy of the Media Literacy Network 2021 – 2023 was held on the GoToMeeting platform. The presentation was attended by: Viktor Stojanov (AVMU), Emilia Petreska – Kamenjarova (AVMU), Marina Trajkova ( AVMU), Biljana Bejkova (NGO Infocenter), Biljana J. Kordalova (IDUEP), Jasmina Jakimova (Radio MOF), Marina Tuneva (SEMM), Vesna Nikodinovska (MIM) and Natasha Chavdarovska (Forum 16).
The creation of the Communication Strategy of the Media Literacy Network 2021-2023 was technically and financially supported by the OSCE Mission in Skopje. Such support resulted from the Memorandum of Cooperation between AVMU and OSCE, which was signed on July 8, 2019. The strategy was developed by Marina Tuneva (SEMM), who was also chosen by the OSCE Mission as a recognized expert in this field.
Some of the main points in the Communication Strategy presentation were:
The communication strategy of the Media Literacy Network 2021-2023 defines the strategic approach in communication, offers an overview of activities and communication tools for external communication, as well as an overview of tools for internal communication.
The communication goals of the Strategy are as follows:
• To increase awareness of the existence and functioning of the Media Literacy Network and its goals, through the inclusion and cooperation of all its members and target groups.
• To promote media literacy as a necessary prerequisite for a richer media landscape, an opportunity to increase the audience’s knowledge of the way the media work, as well as for active citizenship in society
• To encourage synchronized and consistent communication by coordinating groups, working groups and all members of the Media Literacy Network.
• To encourage different interest groups to participate in the promotion of media literacy, in accordance with their business and strategic priorities.
Messages to the following target audiences are defined:
• General public
• Members of the Media Literacy Network
• State administration
• Government
• Ministry of Education and Science
• Education Development Bureau (BRO)
• Ministry of Information Society and Public Administration (MIOA)
• Ministry of Labor and Social Policy (MLSP)
• Ministry of Internal Affairs/Department of Computer Crime and Digital Forensics
•
• Educational institutions
• Secondary and primary schools
• Higher education institutions
• Media (commercial TV, radios, online media, newspapers, agencies, media platforms)
• Public service
• Creative industries/art and cultural scene
• Business sector
• International organizations
• Civil sector
• Donors (domestic and international)
Some of the main recommendations regarding the external communication of the Network are the following:
• Using members’ websites/FB profiles to market information about the larger activities, results of the Network, and in the resources produced by the members, as well as in the events and activities they carry out, information about the Network may be integrated and about her mission.
• Regular cooperation with the media. Communication with the media is of particular importance for timely informing the public about the most important activities and results of the Network and its members, as well as for the purpose of achieving a strategic partnership with them in the promotion of the Network’s mission.
• Writing blogs. Authors of blogs could be representatives of member organizations/institutions that would be published on the website, FB page, as well as on the websites/FB pages of members, in order to affirm the Network and the concept of media literacy. At the same time, the Network itself may republish blogs published on the websites/platforms/social networks of member organizations/institutions.
• Creation and implementation of educational and informational campaigns (such as, for example, the campaign within the “Days of Media Literacy”).
• Organizing various thematic discussions, awarding awards for media that actively support media literacy, events within schools, presentations in environments and organizations.
• Regular exchange of information with international networks/associations. Information about more important information/resources, the Network can use for publicity in different forms (in statements to the media, published on social networks, etc.) Information from GAPMIL can be sent to the media.
• Organizing trainings on various topics from organizations that are members of the Network (such as, for example, on the use of digital tools).
Regarding internal communication, it is recommended:
• Regularly informing all members of the Network about the latest developments with short, summary information.
• Calendar of activities. The calendar will contain information related to upcoming activities, important visits, etc.
• “Forum for suggestions” from members of the Network. Contacting the members on a monthly or quarterly basis with a proposal for suggestions/ideas to improve the work and to increase the efficiency in the operation of the Network.
Regarding internal communication, it is recommended:
• Regularly informing all members of the Network about the latest developments with short, summary information.
• Calendar of activities. The calendar will contain information related to upcoming activities, important visits, etc.
• “Forum for suggestions” from members of the Network. Contacting the members on a monthly or quarterly basis with a proposal for suggestions/ideas to improve the work and to increase the efficiency in the operation of the Network.
After the presentation, the attendees had the opportunity to discuss the document.
Natasha Chavdarovska (Forum 16) proposed to find ways of evaluating the impact of the Communication Strategy.
Vesna Nikodinovska (MIM) and Natasa Chavdarovska (Forum 16) suggested that the Ministry of Internal Affairs/Department for Computer Crime and Digital Forensics should be included in the section where institutions within the state administration are listed, as they are responsible for dealing with hate speech in the online space.
Emilia Petresca – Kamenjarova (AVMU) informed the attendees that a new design of the Media Literacy Network’s website is being planned soon, which will be realized through public procurement. In the process of preparing a new design, all suggestions of the members of the Network will be welcomed. In addition, she informed that for the next year the member RESIS is planning to conduct a workshop on Ethics Guidelines in Media Literacy Research. The format of the event will be further determined and will depend on the situation with the pandemic caused by Covid-19.
Vesna Nikodinovska (MIM) suggested that the documents on the new website be thematically grouped, which will facilitate access to them.
The communication strategy of the Media Literacy Network 2021-2023 was approved by all present at the presentation.
