THE SERBIAN INSTITUTE FOR PUBLIC DIPLOMACY: AN EXAMPLE OF BEST PRACTICE

The Serbian Institute for Public Diplomacy strategically synthesises public diplomacy and nation branding and founders include branding, public relations and international relations experts. It is not situated in Serbia but in Brussels.

The Serbian Institute for Public Diplomacy is a non-profit organization actively focused on the relations between Serbia and the European Union. The Institute is one of the most dynamic promoters of Serbia at the European level. The objectives of the institute are:

• Strengthening communication between the various levels of governance in Serbia and the EU, their business sectors, academic communities, and NGO networks;
• Ensuring this communication remains bidirectional and has a win-win outcome for both parties;
• Accelerating the process of Serbia’s accession to the EU;
• Advocating visa liberalization for the citizens of Serbia;
• Raising awareness about the positive democratic changes, the upbeat economic transformation, and other encouraging societal processes in Serbia ;
• Furthering the economic interests of Serbian companies in the EU;
• Promoting Serbia’s capacity for foreign investments;
• Advancing the cultural and tourist prospects of Serbia;
• Establishing stronger cooperation between Serbian expats and their European friends.

For EU partners, whether they are already present or they are yet to establish their activities in Serbia, the Institute offers help in the following areas:

• Supporting efforts in establishing presence in Serbia;
• Allowing access to specific resources in Serbia;
• Networking in various professional groups and organizations;
• Informing about the recent developments and all open issues in Serbia;
• Updating about the current inter-institutional dialog between Serbia and the EU.

For Serbian partners, whether they are a small-medium enterprise or a big conglomerate, the Institute provides assistance in the following areas:

• Lobbying actively in EU institutions and other professional groups;
• Networking with EU institutions, country-based and regional representations at the EU level  as well as other professional groups;
• Informing about innovation networks and EU funding programs for entities from Serbia;
• Monitoring current EU affairs;
• Organizing conferences, workshops, debates, seminars, briefings, etc.;
• Utilizing  EU-wide Diaspora network consisting of Serbian expats living in EU countries, the Serbian business communities, and various EU entities.

The Serbian Institute for Public Diplomacy places significant attention to public relations and offers resources and services to all of its partners. The Institute acts as a:

• Briefing Center: an informational point for EU/NATO officials, consultants, and journalists;
• Debate Center: a space for debates, round tables, seminars, film projections and other similar activities;
• Press Center: a circulation point for European journalists interested in Serbian affairs, as well as journalists from Serbia visiting Brussels;
• Analytical Center: a point of analytical activities which result in a periodical newsletter;
• Resources Center: an informational point about Serbia containing print and electronic publications;
• Promo Center: a place easily utilized for various promotions of Serbian products, its economic, cultural, and tourist promotion
• Diaspora Center: a meeting point for Serbian expats.

The Serbian Institute for Public Diplomacy is a non-governmental organization that works also as a lobbying center for the Serbian business community.

Main economic and business objectives of the Institute are to promote the improved investment climate in Serbia and to promote Serbian companies in the EU.

The institute also partakes in:

• Daily monitoring of EU affairs;
• Daily networking with various economic and business oriented EU associations and representatives;
• Promoting products/services through our newsletter and website;
• Promoting business activities in the international media;
• Active lobbying in EU institutions and associations;
• Establishing an EU directory consisting of major European associations, innovation networks, and EU funding programs;
• Organizing targeted conferences, workshops, debates, seminars and briefings.