Activity Details (ID# 6915)

Activity Synopsis

The general objectives of the workshop were:

- to create a better awareness of the role and position of public information officers in a democratic society
- to discuss with participants the personal responsibility of public information officers when giving information to the mass media
- to explain the difference between being a personal PR-officer for a politician and a civil servant who presents objective and neutral information
- to present the comparative approach to public information and open access to information, in particular regarding the experience of transitional countries, but also Western European counties
- to discuss the importance of strategic planning of communication activities and presenting the methods and tools for its proper development and implementation.
 

The seminar was opened by Mr Anatoliy Murachovskiy, First Deputy Chairman of the State Committee for Television and Radio Broadcasting of Ukraine. In his opening remarks, Mr Murachovskiy explained the development of legislation regarding freedom of information in Ukraine and stressed the importance of these issues for a democratic society. He also emphasized that the process of adjustment to European standards in Ukraine has, in certain respects, been slow, because of several reasons, but he stressed the wish of the new government to speed up this process. He said that this kind of activity is very important and suggested that a similar half day workshop should be organised for heads of public relations departments.

The participants were public information officers from the ministries as well as from the police and the customs office. When they introduced themselves, it became clear that the large majority had not had any professional training in public information or public relations. They were highly aware of the necessity of further professional development regarding the legal, organisational and educational aspects involved in the process of developing a professional system of public information by ministries and government bodies in Ukraine. This workshop was a good opportunity for them to discuss their profession with foreign experts and with their colleagues from other ministries.

During the workshop the trainers explained the opportunities public information officers have to communicate with journalists and citizens in an interactive way. One of the results was a lively discussion on how Internet could play a role in the effective dissemination of information. The participants explained that only 3% of the Ukrainian population has access to Internet and that the existing Ukrainian legislation does not allow information to be given to the people by Internet, even when the requests come from Ukrainian ministries or international organisations.

On the second day trainers presented methods and techniques for communication and media planning that would enable information officers to organise the flow of information to the citizens and the mass media.

Based on a concrete example by one of the participants the discussion was focused on the importance of selecting specific target groups for delivering information.

The topic of crisis communication was also addressed and many questions were raised concerning this subject.
 

As Ukraine is still lacking a profession educational system for public information officers, the need for the introduction of such a system has been highlighted on by the participants. It was also noticeable that the participants were completely aware that the Ukrainian public information officers (as well as heads of public relation departments) need to learn how to inform Ukrainian citizens about the work of the government.

The participants stressed that this workshop was very useful for them: they had the opportunity to exchange experiences with Council of Europe experts as well as with colleagues from different ministries and institutions. The follow-up workshop will take place on 8 and 9 September 2005. The trainers asked the participants to inform them in due course about specific topics they wish to discuss on that occasion.

It was agreed that, at the end of the follow-up workshop, the participants should receive written acknowledgement of having participated in these two workshops.
 

Public information officers from different ministries and police and the customs office 

Mr David van der HOUWEN, Director of Streamline Communications, Amsterdam, Nederland
Mr Fred GIJBELS, Director of Gijbels Communicatie and Advies, Amsterdam, Nederland 

Mr Olexander Pavlichenko, Director of the Information Office of the Council of Europe in Kyiv, Co-ordinator of the Action Plan for the media in Ukraine
Ms Lejla Dervisagic, Media Division, Directorate General of Human Rights