Serbia: Please Get a NEW PR Firm!

Rosemary Bailey Brown RSS / 30.12.2007. u 08:31

I wanted to title this "An Open Letter to the Serbian Government: Fix Your PR & Branding" but I don't think that many characters will fit in blog posts here. 

I know little about politics and even less about Serbian politics; however, as a 25-year pro, I know heaps  about PR, marketing and branding.  As a PR and media pro who is a big fan and part-time resident of Serbia, it's incredibly painful to see how badly your PR is being bungled, and your story mis-told over Kosovo in the international press.  Knowing a bit of Serb history, it seems this PR bungling is a national chracteristic for at least the past 75 years if not longer.  You are geniuses at math anmd so many other things, but absolutely dreadful at marketing.

Reasons are partly due to the Serb love of Justice.  Serbs seem to think if right is on their side, then somehow so should be world opinion.  When you get hurt again, you say, "Oh I am a victim."  The fact is, the world is a darker place than that.  Justice is maleable, truth is blurry, victims often enough self-made.  You may not admire or understand marketing -- but it's time to get with the program, take PR power into your hands and better CONTROL THE STORY.  You can to a large extent control world opinion.  You're just bungling it now.   So, here's a basic plan:

Get a PR firm and decide what the Serb-Kosovo story will be - the message you want the world to hear and understand when they report on, blog, or talk about you.  What's your side of the story?  Don't assume anyone knows anything - even big famous reporters or international officials. 

Generally you can get across three points only.  People can onnly hear/learn that much about a situation not dear to their heart.  Pick those points based on market research -- find out what things are near and dear to the hearts of the people you most need to influence to get your story told.  Journalists, bloggers, top international political officials.  My idea, knowing the US mindset wouold be:

#1. Serbia is one of the most ethnically diverse countries in Europe with more than 40 ethnicities, and a dozen religions.  Ethnic diversity is never easy (think of troubles in Parisian Suburbs) but Serbia is doing better than one might think.  Consider the gypsey music festivals, and the towns in Volvodina where as many people speak Hungarian as Serbish.  The government and people are dedicated to smoothing ethnic diversity in future - they see it as a virtue and strength. 

Position the message as "Help us seek peace in diversity."

(hidden message: it's not nasty pure-ethnic-Serbs vs pure-ethnic-albanians; it's not about ethnic cleansing.  You accept everyone, you love everyone, you are in the right.  The US democrats and rest of world left wing will love that.) 

#2. A certain percent of the land in Kosovo is owned by Serbian citizens who are not of Albanian-ethnicity.  News reports always talk about the population being 90% albanian... they never mention land and business ownership.  Republicans and capitalists care about this - the rights of land owners vs renters put things in a different perspective.  If the percent is more than 10% of land, then you have a kick-ass message.

#3. A certain percent of the Albanians are either illegal immigrants or first-generation direct descendents of illegal immigrants.  If the percent is 15% or more, then that's a huge message too to all the right-wing politicos in many countries who fear that illegal immigrants will take over their countries.  In the US you position this as "Serbia is facing America's nightmare -- what if the population of East LA decided to call themelves Neuvo Mexico and succeed one day?"  (Yes, I know that's BS and I hate the people who worry about stuff like this in the US, but for PR-s sake, you sure can play on their emotions powerfully...)    

Then, working in close partnership with your Minister of the Diaspora, your PR firm needs to get that story out in an extremely factual, academic-footnoted, even-tempered tone via:

- blogs written by the government and famous Serbs

- editorial letters and blog comments written in response to news and editorials about Kosovo in the world press everywhere. (The Diaspora can helpo with this if you marshal your forces.)

- Formal media relations with influential press, especially the British such as The Economist, and to include a presentation at the National Press Club in DC.

-Printed and PDF booklets packed with factoids and messaging around your three big points distributed to everyone who might have interest or be influential, including the Diaspora, politicians outside Serbia, jouirnalists, etc.       

This plan does not require enormous amounts of money.  It does require research, focus, planning and management.  It's PR 101 guys.  Please, make this pain stop!



Komentari (54)

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Srki Srki 08:53 30.12.2007

again

"You are geniuses at math anmd so many other things, but absolutely dreadful at marketing."

Rose, this is how far I went through your post. This is bullshit of yours, as usual, but I guess I am boring pointing this to you again and again. With statement like this, you totally disqualified the rest of your post, in my opinion. So I have better questions, if you could help:

How do you distribute your money in 401K? I don't need to know numbers, just the strategy you are using to chose the funds? How often do you look at the value of your funds? If your company matches 401K for up to 5%, what is reasonable amount of money you should put in it above the matching level? Should you put anything at all, or it is better to stuff your money into Roth IRA (if you can, or in IRA)?

What do you think of buying a whole life insurance as a vehicle for investment for retirement?

Do you put any money in stock market, and if you do, how much of let's say your monthly salary? Do you use unmanaged funds, or you use some agency and if you do both, in what ratio?

Now that you live in Serbia (I feel sorry for you) how do you manage all that stuff for retirement?

What do you think about variable annuities? Should I get some of these?

Can you recommend a good book about investment, for dummies?

Thanks,

Srdjan
Brooklyn Brooklyn 11:38 30.12.2007

Re: again

come on srki, you're the one that is genius for math, you figure it out, she only does PR :))
Srki Srki 18:23 30.12.2007

Re: again

Brooklyn
come on srki, you're the one that is genius for math, you figure it out, she only does PR :))


Well, Rose is talented for PR as I am genius for math ;-). Ironically. But what most Americans I know have in their blood is dealing with their money, while I have to learn that from scratch ;-).

Coming from that lousy country among many other things, I lost about 15 years in savings for the retirement and after I got here and started making some serious money everybody was urging me to make up for that...So I was looking for some shortcuts, if possible, certainly not this "we are the Serbs, we are the geniuses" crap ;-).

I am just kidding, obviously I was trying to make a statement on Rose's selection of topics ;-).



kalvarija kalvarija 22:50 30.12.2007

Re: again

Hi Srki,

you don't have to be a math genious to make money, you just need to know to count and focus on having more today than yesterday and that's it! Einstein was pretty good with math, but didn't make a fortune :)

I don't know what is the source of your bitterness toward your birthplace country and what are the reasons to call your country "a lousy", but I know that every country/community is built by the people who live in it...

Cheers!
Srki Srki 06:44 31.12.2007

Re: again

kalvarija
Hi Srki,


I don't know what is the source of your bitterness toward your birthplace country and what are the reasons to call your country "a lousy", but I know that every country/community is built by the people who live in it...

Cheers!


I don't know either, cause it is such a great place for being born in, growing up, raising family and enjoying healthy and stable life, full of pleasure and fulfillment...Maybe I was just born wrong (i.e. cynical) ;-).



Filip2412 Filip2412 15:48 31.12.2007

Re: again

Hey Srdjan what are you talking about and how's that all related to the subject???

kalvarija kalvarija 09:17 01.01.2008

Re: again

Hi Srki and all the best in 2008!

I don't think you were born cynical, I think people evolve to become cyincal (this is a sincere compliment btw) and cynisism is a virtue in Serbia (and some other countries), but it is not politicaly correct worldwide :)

I believe one should love his birth country and respect his new country...

P.S. I have a good friend who thinks pretty much like you and he has a huge parole in his office "Never underestimate the power of stupid people in large groups"
Srki Srki 08:31 02.01.2008

Re: again

kalvarija
Hi Srki and all the best in 2008!

I don't think you were born cynical, I think people evolve to become cyincal (this is a sincere compliment btw) and cynisism is a virtue in Serbia (and some other countries), but it is not politicaly correct worldwide :)

I believe one should love his birth country and respect his new country...

P.S. I have a good friend who thinks pretty much like you and he has a huge parole in his office "Never underestimate the power of stupid people in large groups"



Hey K. sorry I am late, driving across America. Happy New year to you too ;-).

Never mind those dumb asses, poor Filip has hard time connecting simple dots, but he is not who I was trying to provoke. Check this out, Ambrose Bierce, Devil's Dictionary, about cynics: (cynic is) "A blackguard whose faulty vision sees things as they are, not as they ought to be.".
So I am fucked!

All the best, mate.

Srki




ugly ugly 12:29 30.12.2007

Pain? What pain?

Please, make this pain stop!

No pain. Everyone's numb by now. Try again.
Tibor Jóna Tibor Jóna 13:49 30.12.2007

?!?

how about copy/pasting this to burmanese government?

ps.
Goethe called and said Dr. Faustus was his idea....
wk wk 15:19 30.12.2007

PR for PR

I understand that you are a PR person, so you believe that PR is a panacea (cure for everything). I do agree that some better PR handling cannot be a bad thing, but there is one problem that even the best PR in the world cannot solve: you cannot sell a shit as a chocolate. Hence, there is no PR that could help our government. They follow idiotic policy (same as Milosevic's) and that's it. No one can sell that crap.
babola babola 19:51 30.12.2007

PR advice

Nice try, Rosemary but, selling expert advise to Serbs is like selling ice to Eskimos (maybe not the best analogy considering global warming). That's why we are so successful in everything we do: we know better than anybody else.
Speaking of The Economist, somebody recently said in an article about Kosovo (I'm paraphrasing): Never underestimate the power of Serbian spite! I wish we would once, for a change, use that proverbial spite to better ourselves. IMHO, the problem is in how we operate as a community. As individuals, we are perfectly capable of turning this crippling obstinence into tenacity and succeeding in anything we do - once we are out of Serbia.

Cultural differences work both ways. As you can see, when it comes to giving expert advice, what works in the U.S. doesn't work in Serbia. American confidence and their let's-get-it-done attitude is viewed as talking down to illiterate natives, nevermind all the best intentions and valid points. That's Serbia 101 and it will take a lot of hard work on everybody's part to dig us out of the hole. I'm doing my part (as much as I can and, sometimes, to the point of stalking people around to join me): The Participator and in Serbian Učesnik. So, go ahead people, start mudslinging! But, sooner or later, Serbia will run out of mud and I'm waiting for that day, patiently and spitefully because I'm a Serb, too.
Domazet Domazet 00:27 31.12.2007

BS as in BalcanShit...

Hi Rosemary,

Although Srki red your post only as far as 'mathematical geniuses' part I bet that yours points (2 and 3 in particular) were what made him, should I say, a little bit jumpy. You don’t talk about these things here. Especially if you are a foreigner. Even more so if you are a foreigner that tries to help.

But, if you don’t mind me giving you advice, I would suggest that you don’t harbor hard filings against Srki. And help him better understand his new milieu. Tell him that in the US information is sellable goods. Tell him that the information is actually the most sellable goods. And that, if he really wants to prosper, he will have to forget the old ways of getting things ‘mukte’.
Srki Srki 08:50 31.12.2007

BS

Domazet

Hi Rosemary,

Although Srki red your post only as far as 'mathematical geniuses' part I bet that yours points (2 and 3 in particular) were what made him, should I say, a little bit jumpy.




I swear on my Congressman I haven't read any further! ;-))))

Fortunately, or not, for you, I lived on both sides of the trench for quite a while now, so there is no need to threat me like a retiree that plays chess on Kalis. I am well aware of Serbian concept of (mis)information and its effectiveness . If guys like Legija or Milenkovic-Bagzi are fonds of it, it's gotta be right way to go! But thank you anyway. I asked Rose the stuff that she most likely had right, instead of discussing what she is obviously wrong about. Didn't get answers, yet, and my blackout window is closing...

As far as Serbia goes, someone said before poetically: you can't make tasty pie of a shit pile. Neither the congressmen in US or politicians in EU are that dumb, as Rose projects and every retiree on Kalis readily agrees upon. Therefore Mirko & Slavko PR approach can't fix them all, in particular in a way that will allow us to righteously treat the damn Albanians with napalm, for unlawfully occupying "our property".

But, Domazet, somehow I sense bitterness in your comment related to properties of my "new environment" (I presume that means US). It sounds like that is something that "normal" people, nowadays blossoming in Serbia, should despise, as being inherent to the rotten West. While those other poor souls, like me, that fled such a beautiful place as Serbia out of pure vanity, are punished by being forced to learn how to deal with it - for their own good. So, after all, there is justice in the world for people like us! But it is also one more opportunity to show "them" that "we", mathematical geniuses and chess champions, are smarter, or at least more cunning than they are, in any sense.

So, we were dumb to chose to live in the screwed-up Western world that is just about to collapse, and cursed to deal with "everything is on sale" mentality on regular basis, but in the same time we are smart asses that will make people like you (and retirees on Kalis, that most likely didn't contribute to positive image of Serbia in any noticeable way) prowd to be Serbs, by showing "them all" how great we all are. And by nothing less the beating the damn Americans with their own weapon!!!

I think that is on the same level of naiveness, to avoid harsher words, like contradiction, or plain stupidity, as what Rose tries to sell us every once in a while.

And it is probably as successful as the (hopefully forgotten) campaign that those morons came up with to "represent Serbia on CNN" . That might work with people that never saw even Segedin (like those chess masters on Kalemegdan), but hardly with the rest of the "outside" world.


Happy New Year!

Srki
Filip2412 Filip2412 16:10 31.12.2007

Re: BS

As far as Serbia goes, someone said before poetically: you can't make tasty pie of a shit pile. Neither the congressmen in US or politicians in EU are that dumb,


Again, WTF?

Rosemary is talking about marketing Serbia's interests whatever they are. Lobbying, smart politics, marketing, and branding… we never had any of those in the last 100 of years of more and she points that out very well.

AND YES, YOU CAN make tasty pie of a shit pile and that's happening every day in the world we live in. US and British propaganda is serving the world with such meals all the time. You've heard about Iraq connections to AL Qaeda and their weapons of mass destruction or Iran's nuclear program?



Domazet Domazet 18:09 31.12.2007

Sixth Sense on the Peninsula of Marvels

Srki
But, Domazet, somehow I sense bitterness in your comment related to properties of my "new environment" (I presume that means US).
This reminded me that Rosemary, in her naiveté I guess, forgot to mention the main comparative advantage of the Peoples of Balkans. Their sixth sense. But enough of Rosemary, she will develop acute hickupitis, I just want to convey to you how impressed I’m with the thoughts that go along:
Americans know everything about the money !
and
Serbs hate America!
It is always nice to meet people that left their prejudices far behind them and crossed the trench with the inventiveness as their only baggage. Happy Holidays to you too.
Srki Srki 20:06 31.12.2007

Re: Sixth Sense on the Peninsula of Marvel

Domazet
This reminded me that Rosemary, in her naiveté I guess, forgot to mention the main comparative advantage of the Peoples of Balkans. Their sixth sense. But enough of Rosemary, she will develop acute hickupitis, I just want to convey to you how impressed I’m with the thoughts that go along:
Americans know everything about the money !
and
Serbs hate America!
It is always nice to meet people that left their prejudices far behind them and crossed the trench with the inventiveness as their only baggage. Happy Holidays to you too.


It appeared that you are the one full of prejudices, that is why I replied you at the first place. Waste of time, of course. But it is quite dishonest and manipulative to put the words like I said them, near something I really did say. That just shows what you actually think, and demonstrates approach that you are great fond of. We all experienced results of that in last 15 years and enjoyed it very much ;-)

Srki


Filip2412 Filip2412 02:17 01.01.2008

Re: BS

So, let's face it: what you are trying to sell to the stupid congressmen is a shit pile. And pile of shit is just that - a shit. On a pile. Or pig with makeup, and it will always stay that, no matter how much Rose is steering it up ;-). What is worst, everybody in the world sees it, including the congressmen.


First, you are rude, second, you are offensive to a country you came from. This is all basic human values and it's more about politness and personal moral values than political or any other point of view one takes.

Second, why are you serving your personal biographical details here which are just not related to the subject in any way???

Should I start now with the continent I live in, than my education and salary range???

So, we were dumb to chose to live in the screwed-up Western


I myself choosed to live in the west world quite lately and I am quite happy here but that makes me nothing like you... Of course, you are more west than me, more west than Rosemary, you are probably the most western object in the universe right now still.... what comes from you is the old serbian I know better as soembody mentioned already here.








Srki Srki 03:16 01.01.2008

Re: BS

Filip2412
So, let's face it: what you are trying to sell to the stupid congressmen is a shit pile. And pile of shit is just that - a shit. On a pile. Or pig with makeup, and it will always stay that, no matter how much Rose is steering it up ;-). What is worst, everybody in the world sees it, including the congressmen.



First, you are rude, second, you are offensive to a country you came from. This is all basic human values and it's more about politness and personal moral values than political or any other point of view one takes.

Second, why are you serving your personal biographical details here which are just not related to the subject in any way???


Eh, Filipe, just drop it, I think you are out of your league here, if you have to draw things like being "rude" or "politeness", when someone criticize what become of Serbia. Better come up with some arguments, if you will.

By the way, I wage this "war" with Rose for I while, and there is always some moron to jumps out of blue in and tries to defend her crap. And also, you have two "seconds" ;-).

Have a nice evening.

Srki
Filip2412 Filip2412 03:39 01.01.2008

Re: BS

when someone criticize what become of Serbia


Never noticed you do that, mostly you were talking about your education, job, marital status and such issues of great importance to all of us here.

By the way, I wage this "war" with Rose for I while, and there is always some moron to jumps out of blue in and tries to defend her crap.


Whatever became of Serbia, I guess it became better place since you left. What can I say, have a nice day too and spread the sad story trough the west world you live in so everyone can feel sorry for you as you feel sorry for Rosemary or myself...

Milos1946 Milos1946 14:35 02.01.2008

Re: BS

As far as Serbia goes, someone said before poetically: you can't make tasty pie of a shit pile. Neither the congressmen in US or politicians in EU are that dumb,

Again, WTF?

Rosemary is talking about marketing Serbia's interests whatever they are. Lobbying, smart politics, marketing, and branding… we never had any of those in the last 100 of years of more and she points that out very well.

AND YES, YOU CAN make tasty pie of a shit pile and that's happening every day in the world we live in. US and British propaganda is serving the world with such meals all the time. You've heard about Iraq connections to AL Qaeda and their weapons of mass destruction or Iran's nuclear program?


I agree with both you and Rosemary! She hit it right on the nose. Very accurate. PR is PR is PR no matter where you go. Although I live in the US, I now have property in a small village (Karan,Serbia) and have visited there quite often in the last 20 years. I have seen how PR works for the USA world wide and how PR works for Russia and for Al Qeda. Chees, PR can may the worse case scenario sound quite good and politicians,at least in the west, have succeeded in the art of PR. I believe in justice as does Serbia--but- that is not enough! You cannot beat the combination of Justice AND PR!!!
Milos
Godzila Godzila 05:53 31.12.2007

nice try,I like it

however if we had brains to do a smart campaign we would be smart enough not to lose it in the first place. Which brings me to the second point what do we do with Kosovo after (hahaha this is a funny one) we retain/regain it.
I ma positive that Kostunica won't listen to you (you being an American and he bieng the rigid one) but you can try Tadic and his crew.
man ray loves me man ray loves me 13:19 31.12.2007

branding it

You cannot brand it, just like Germany can't brand the holocaust.
Filip2412 Filip2412 16:02 31.12.2007

Re: branding it

You cannot brand it, just like Germany can't brand the holocaust.

the stupedest comment ever...

Rosemary, your post is simply honest and revealing.

A lot of negative comments just help you understand why you ARE RIGHT in all you said.

Namely, Serbia has bad marketing because lots of their “intellectuals” are full of shit as you can see. Again, I am NOT TALKING ABOUT RETARDED NATIONALISTS, but self proclaimed democrats and well educated people who are just as much incapable of grasping the simple truth you're serving here as the so called nationalists they are trying to oppose.


man ray loves me man ray loves me 16:15 31.12.2007

Re: branding it

the stupedest comment ever...

Isn't it? And what about hladnjace? I'll be holdin my breath for that billboard.
Filip2412 Filip2412 18:08 31.12.2007

Re: branding it

man ray loves me...
Isn't it? And what about hladnjace? I'll be holdin my breath for that billboard.


where do you live my friend, in reality or in the world of truth, honesty and endless happiness and imagination?

There is no country making negative marketing on itself as there is no company advertising their product as low quality and too expensive.

Have you actually ever read anything about marketing and branding or even tried to look up the word in some dictionary?
Domazet Domazet 18:22 31.12.2007

Ms Radnitzky

man ray loves me
the stupedest comment ever...Isn't it? And what about hladnjace? I'll be holdin my breath for that billboard.
The more I read the comments on this Blog the more I’m convinced that Rosemary has lot to learn about Serbia. Not only that she missed to mention Sixth Sense as the branding possibility; she somehow overlooked another great branding potential of Serbia (the Other and Better one, to be precise). She didn’t even mention Thomas Man wannabies. And I’m ready to bet on 10% of my 403 that Serbia is the world champion in Thomas Man Wannabies class. And I don’t mean ‘per capita’.

Filip2412 Filip2412 18:28 31.12.2007

Re: branding it

man ray loves me...
Isn't it? And what about hladnjace? I'll be holdin my breath for that billboard.

where do you live my friend, in reality or in the world of truth, honesty and endless happiness and imagination?

There is no country making negative marketing on itself as there is no company advertising their product as low quality and too expensive.

Have you actually ever read anything about marketing and branding or even tried to look up the word in some dictionary?

Facing the war crimes committed and prosecuting the criminals has nothing to do with presenting our country to the outer world. Truth doesn't count much in branding. Croatia is very democratic and on the verge of joining EU although they successfully made the greatest ethnic cleansing in the 90's. MC Donald’s is successful company although they sell the shittiest food ever.

Marketing and branding can be supported by the quality of the product but in reality quality of the product rarely makes the brand successful on the market. It’s something else that matters and especially in politics. But politics itself is absolutely unknown and mysterious concept for Serbs and that’s the problem.
Srki Srki 19:56 31.12.2007

Re: branding it

Filip2412
You cannot brand it, just like Germany can't brand the holocaust.

the stupedest comment ever...



Nope, I think you are the No1.
Filip2412 Filip2412 20:10 31.12.2007

Re: branding it

that's another funny comment... who are you to tell anyone where to live and how to feel about it??!!
Now that you live in Serbia (I feel sorry for you)


But of course... you don't mind advising a girl who has probably more options to choose her place of residence than yourself... because you now better

feel free to feel sorry for me too




Srki Srki 21:48 31.12.2007

Re: branding it

Filip2412
man ray loves me...
Isn't it? And what about hladnjace? I'll be holdin my breath for that billboard.


where do you live my friend, in reality or in the world of truth, honesty and endless happiness and imagination?



Let me answer that question from my viewpoint. I happen to live in a world where I finished school, got a degree, got a job even before the degree, had my immigration papers fixed, got married, saving for a house and retirement (with supposed Rose's help ;-), children are coming, and I am planing on what continent I'll scuba dive for the next new year. Thinking to get another degree, probably math, maybe take a year off the work and startup my own company, or just to bike the Rockies, one day. Hey, I am legally employed, pay taxes, have a health and life insurance, I even put some money into charities, like all the Americans I know do. And, yes, of course, how could I forget, next spring I am starting with flying lessons...

This world seems quite real to me ;-). And what is even more amusing, I did all that just by my own work and quite moderate abilities I have, in barely 7 years. Exactly as they promised in leaflet for immigrants to America ;-). Is that another polished turt made up by good PR, that you are trying to sell them back? I don't think so... How many promises you remember that were given to you and fulfilled in Serbia? Without cheating, stealing, sticking in boss's ass, lying and screwing others and yourself, or using any other skill from broad "dzukacke" pallet that we all like to shamelessly call smartness, inventiveness, ingeniousness so inherent to our people, well familiar to all of us who lived there.

I know, living here gotta be so boring and superficial, but listening to my rare friends and relatives still stuck in Serbia - they would all like that too...and they don't really give a damn for Kosovo, government, PR, Rose or you guys.

And as every year is passing I resent more and more going back - your shit pile is growing!. Don't get me wrong, I am not complete hater, there is few things I really love in Serbia, but the rest of it is unbearable. It is not the poverty, apathy, lack of prosperity, bad government, tycoons, corruption, abuse of religion, criminal clans and omnipresent rotting, not even Rose with her retarded posts, but people like you or Domazet, and probably another 5-6 millions, that are crawling around, failing to see themselves, selling and buying bullshit, ruining any possibility of those badly outnumbered normal ones that I love, to live in a decent country. You guys are so assured that you are right, that it makes me feel sick.

So, let's face it: what you are trying to sell to the stupid congressmen is a shit pile. And pile of shit is just that - a shit. On a pile. Or pig with makeup, and it will always stay that, no matter how much Rose is steering it up ;-). What is worst, everybody in the world sees it, including the congressmen.

So good luck with that, I think you are on the wrong path. I am afraid, I'll probably end up taking my cousin's and friend's kids out of Serbia as soon as they reach high school. Unless you guys decide to call that shit pile with the right name, flush it, twice, with the vengeance, in the next elections or how ever you prefer, and start from scratch, more honestly this time.

Cheers,

Srki
Srki Srki 21:50 31.12.2007

Re: branding it

Filip2412
that's another funny comment... who are you to tell anyone where to live and how to feel about it??!!


feel free to feel sorry for me too




I already do.
Filip2412 Filip2412 03:47 01.01.2008

Re: branding it

Let me answer that question from my viewpoint. I happen to live in a world where I finished school, got a degree, got a job even before the degree, had my immigration papers fixed, got married, saving for a house and retirement (with supposed Rose's help ;-), children are coming, and I am planing on what continent I'll scuba dive for the next new year. Thinking to get another degree, probably math, maybe take a year off the work and startup my own company, or just to bike the Rockies, one day. Hey, I am legally employed, pay taxes, have a health and life insurance, I even put some money into charities, like all the Americans I know do. And, yes, of course, how could I forget, next spring I am starting with flying lessons...


This world seems quite real to me ;-). And what is even more amusing, I did all that just by my own work and quite moderate abilities I have, in barely 7 years.


I did pretty much the same in a year and a half anyway... I guess it takes to have more than moderate abillities to realise that this has absolutely nothing to do with the subject.
smizibizi smizibizi 01:32 04.01.2008

Re: branding it

Srki why dont you just go and make out with Rosemary already:):):)oladi covece..
I have been reading your posts on her blog for a while now and...oh my... what anger :)
Dont get me wrong I understand where it all comes from,and I agree with you for the most part...but,if you are so succesfull like you say(and I believe you are)just let it go man!!!Let Serbia "the Godforsaken country"go down the drain and dont look back :):):)get your friends and family to USA and that is it.Done.If you really hate it (Serbia)that much,just go scubadiving and live your wonderfull life,who cares what Rosemary says or writes on her blog???But all the anger just proves you are no better then the rest of us coming here every day reading news,saying every day:"F***** country I am never reading the news again...I am done with it"and then,,,,tomorow here we are again.Because Srki you hope ,just like I and the rest of us losers :):):)that things will change.And if you hope=you care.If you care=you love.There you go.But then again maybe you just detest it and I have no idea :):):)anyway just let it go man live a life,or if you dont want it if you would rather be here writing angry coments on Rosemary's blog instead:):):))GIVE IT TO ME :):):)
pozdrav od Ivane,
Ann Arbor
Srki Srki 22:06 04.01.2008

Re: branding it

smizibizi
Srki why dont you just go and make out with Rosemary already:):):)oladi covece..


Heh, Rose is obviously nice person and I have no doubts in her good intentions, I just think her approach is wrong all the way from beginning, because it supports false picture about us, that somehow even she started to believe in and tries to help us build some self esteem based on nothing - myths and empty stories.

But I am happy that you got the message. If I really didn't care, I wouldn't waste time arguing here ;-). I thought that was obvious. Of course it is not about me here, neither all of us who left are selfish asses able to flush the toilet behind and let the damn country go down the drain... If nothing more, we have families and friends there and, at least in my case, they are who we are worried about. I don't know who normal could watch how they are going to waste their lives and time as we (almost) did? So, for me, it is impossible to chill out, despite your quite reasonable advise ;-)))).

I never meant to claim I am better then anybody else there (Filip did - he is better then me at least), I think I tried to state that clearly in one of the earlier comments. Like you probably, I have so many friends and colleagues that no less then I deserve normal life like I happen to have, but not everybody can leave. The sole purpose of mentioning my personal case was to give example that in a country that is much more then a good PR, everything is real: anybody can find happiness and success. It is the same me, there in Serbia and here in the US. I wasn't able to find it home, and I managed to do it here - it is not because I am talented in math or anything else in particular, as Rose likes to think ;-), it is because Serbia sucks big time as a place for living for ordinary people.

But I am sure you know all this, or you probably wouldn't be where you are. And I am not arguing that. Will telling us how we are great in (almost) everything and that all we need is some small tuning and polishing help anybody? I don't think so. All you get from this is that our people find assurance - yeah, we are so great, nebeski narod, but our lives suck because the rest of the world is bad, crooked, greedy, dumb and about to go to hell. Only few are willing to say, well, maybe something is wrong with us. Or at least with the picture we have about us...And those are usually fucked!

Don't worry, this is just a stupid blog, you should see how I piss off the entire family when I come home every once in a while, when they try to teach me why I live normally here and they don't there ;-). I am already declared as izdajnik and strani placenik, prodana dusa, spoiled by American way of life, someone who hates "everything Serbian" and dares to come from nowhere and tell what is wrong with them. Never mind that I lived 30 years in Serbia . But all that doesn't bother them too much when they have to draw some money from my card to buy shoes for kids and send them with school 7 days on Tara...I mean, fuck that life when you depend not on your work, but on someone who you don't see for more then once in every few years! Isn't that, if nothing else, condescending for them?!

How telling them that they are all great will help? Dunno...

Happy New Year to you Ivana.

Srki


m.agrippa m.agrippa 16:59 31.12.2007

PR

Hey Rose,

Some very good points there, however I don't think our PR is as bad as you say. 18 months ago, Kosovo's independence was a foregone conclusion. Today it's anything but. Much of it has to do with 'our' veto power in the SC. Still, there is a growing number of countries who are in opposition to an illegal dismemberment of a sovereign state and I think it has to do with Serbia's campaign which is more and more focusing not on Kosovo per se, but on international law and the treaties guaranteeing border inviolability.
citadin citadin 16:27 01.01.2008

Pro


Why would anyone PRESUME things about you? Why would YOU presume anyone knows ANYTHING about you unless you TELL them.
Tell them WHAT?
Tell them a story that is
SHORT & CONCISE (even the multibillion projects can & should be explained in few sentences)

HOW do you tell a story?
You speak so that listener can understand you, right?
So, you ADAPT your story to the NEEDS of a listener.


If only there is someone in the government, with best intentions such as yours, to immediately apply this (universal) approach.
I could only ad one big fat BRAVO for Rosmemary, at least as an Executive MBA graduate.
s56a s56a 21:01 01.01.2008

Dreamland

Consider the gypsey music festivals, and the towns in Volvodina where as many people speak Hungarian as Serbish.

You skiped 10 minutes speech of Hungarian minority representative in Serbian Parliament during Kosovo debate about poor treatment. No PR can rectify that. EU membership might.

Enjoy Republic of Nepal while Monarchy might help Serbs hunger for the Authority.

Reagards from snowy Belgrade
Participator Participator 22:53 01.01.2008

Re: Dreamland

s56a
Consider the gypsey music festivals, and the towns in Volvodina where as many people speak Hungarian as Serbish.You skiped 10 minutes speech of Hungarian minority representative in Serbian Parliament during Kosovo debate about poor treatment. No PR can rectify that. EU membership might.Enjoy Republic of Nepal while Monarchy might help Serbs hunger for the Authority.Reagards from snowy Belgrade


Sales experts will tell you that the best sales technique is believing in your product. It’s quite understandable why Serbs have a tough time standing behind a product called Serbia so, we have to do a little PR to ourselves first just to be able to see the positive side – mind you, not the inflated, nationalistic sense of pride which caused so much trouble in the past, rather, a more realistic view of us as a society. One of the best unintended consequences of spinning a positive campaign is that the spinner starts to behave accordingly. If we look at PR as a marketing version of “noblesse oblige”, we’ll kill two birds with one stone.
Srki Srki 08:36 02.01.2008

Re: Dreamland

Participator
s56a
Consider the gypsey music festivals, and the towns in Volvodina where as many people speak Hungarian as Serbish.You skiped 10 minutes speech of Hungarian minority representative in Serbian Parliament during Kosovo debate about poor treatment. No PR can rectify that. EU membership might.Enjoy Republic of Nepal while Monarchy might help Serbs hunger for the Authority.Reagards from snowy Belgrade


Sales experts will tell you that the best sales technique is believing in your product. It’s quite understandable why Serbs have a tough time standing behind a product called Serbia so, we have to do a little PR to ourselves first just to be able to see the positive side – mind you, not the inflated, nationalistic sense of pride which caused so much trouble in the past, rather, a more realistic view of us as a society. One of the best unintended consequences of spinning a positive campaign is that the spinner starts to behave accordingly. If we look at PR as a marketing version of “noblesse oblige”, we’ll kill two birds with one stone.



Realistic view is so disappointing, perhaps it's better if you guys stick to the polished turd approach ;-).

Cheers,

Srki
Nate Nate 23:54 08.01.2008

Re: Dreamland

Just a thought, but why are you so obsessed with everything scatological. Every post of yours has some reference to poop, turds, or shit.

Just wondering.
Srki Srki 07:31 10.01.2008

Re: Dreamland

Nate

Just a thought, but why are you so obsessed with everything scatological. Every post of yours has some reference to poop, turds, or shit.

Just wondering.


Ma jedi bre g....a! ;-).
srpskey srpskey 14:02 02.01.2008

Marketing is not the problem

The problem is that we Serbs ourselves are not sure what is 1) the right course of action, and what is 2) in our own best interest.

If we knew what message we wanted to send, we would have sent it already. But we don't know what we want or need.

That's because we, Serbs, do not have a consensus on absolutely anything. We don't even have a consensus that we don't have a consensus. We all think we are extremely smart, probably because international travel has been very difficult for the past 15 years.

The society itself has to mature in every way, and it's not doing that very fast. No marketing will ever change that.
ardob11 ardob11 22:13 02.01.2008

Product is the problem

Rosemary,

I don't think that PR is the problem, because I can see that Serbian PR has been working quite well on you. Why not just admit that It's the product that is lacking, which I don't see how Serbia could do anything about that other than go on into another ethnic cleansing frenzy. Serbia might have been Serbian (although I doubt it to the extent Serbs claim) seven or eight centuries ago but now it is 95% non-Serbian and hellbent on independence. Sure, more than 15% could be owned by Serbs but then that's only because of the the Agrarian Reform and mass colonization of the lowest strata of Serb society after the occupation in 1918. I doubt the American Right will love the first part and American Left will love the second part.

Moreover, I don't think either the American left or right thinks in 800 year timelines, especially with America being only 250 years old and built on the ashes for the Native Americans. What Serbia could work on and so far has been a miserable failure is to stop being so anti-Western.

Second biggest newspaper in Kosova had President Bush man of the year; can Serbia top this?
Hugh Griffiths Hugh Griffiths 00:32 03.01.2008

product, not PR

I think product is the problem here, rather than PR, as there's quite an industry already dedicated to the demonisation of the Kosovars, denial of Srebrenica & dozens of other uncomfortable historical realities.

Some radical PR which has not been tried yet could include Vojo et al actually apologising to the 800,000 Kosovars expelled from their homes back in 99, as well as the accompanying destruction of property, theft, looting and systematic murder. "Hey, we are really sorry for what happened, can't we all just get along?."



n1yu n1yu 13:51 03.01.2008

Re: product, not PR

There are a lot of rotten products at Balkans! Most outstanding case is Catholic Church visit at Jasenovac WW-II concentration camp. We are slowly trying to heal post-WWII wounds in EU Slovenia. Serbia should at least find Draza Mihajlovic grave from that period.
Raspucin Raspucin 16:18 04.01.2008

PR 101

Great insight into arguments working in Serbian favor, but started with a wrong assumption that Serbia, much less its government is interested in keeping Kosovo within its borders. Problem here is not with the PR firm, obviously even wrong arguments (Kosovo is really not Serbian historical cradle any more than it is Albanian) got through in the west, the lie is always more appealing to masses, problem is that Serbian government uses the Kosovo situation as a detractor from more urgent problems the state is facing. Thus the appearance of lack of focus, planning, or any common sense in actions to keep Kosovo, real plan is not to keep it, plan is to lose it while looking as if they were doing their best to keep it. And of course, the longer it takes, the better. Looking from the distance I can't escape the feeling this is how the famous battle in XIV century must have been led. Well, anyway I highly commend your dedication to the people who would not even help you help them.
best luck in 2008
Macak Macak 08:59 06.01.2008

Good point - nobody listen

Building positive image does not have to have anything with the final decision/goal about Kosovo. Rosy has a good point. Advertising and PR should promote good things about Serbia in general. Serbia needs good image with or without Kosovo.
Also, good PR agency knows what works in the West. It is their job to pick the things that will present the country in the best possible way. But, choosing the right agency is as important. as having a PR/ advertising campaign. It looks that Serbia failed to find a good one last year. Remember that poor TV ad that was unsuccessfully broadcasted on CNN? Shame, pure shame.
I was hoping that Dragan Djilas, as an advertising specialist, would be able to do more for Serbia. Unfortunately, he looks quite satisfied and fulfilled with his minister's position (as all other short-term oriented Serbian politicians). And he is Tadic crew if i remember well.

But, who asks me for the opinion? I have only masters degree in marketing and executive MBA, as well. Not good enough for Serbia.
Sorry Rosemary, nobody (who has a power) really cares.

Participator Participator 19:08 06.01.2008

Re: Good point - nobody listen

Remember that poor TV ad that was unsuccessfully broadcasted on CNN? Shame, pure shame.


What about the idea of having a national PR agency run by Milka Forcan from Delta? Just take a look at her/their own Delta PR & Marketing site in English. It's written by Borat himself! Archivating?! The word does not even exist in English! Most of us here are not native English speakers and we sure make a lot of mistakes but, for a company claiming they are marketing and PR gurus to do such a laughable job is beyond belief. Whose nephew wrote that garbage? I'm sure, they would have put the same guy as the head copywriter for Serbia's PR campaign as well, no proofreading needed.
Saša Milošević Saša Milošević 04:11 10.01.2008

this is the way

Thanks Rosemary - may one in 1000 blogers be able to read it calmly twice - you did the great job. You launched the idea in our matrix – the effects will come with the time.

Cannot be impossible to list down 200 FAQ regarding 3 points you mentioned – and repeat it on all levels, both more and less intellectual version for everybody’s use. From the conferences, to the hair-dress salons and soccer games…

Also, as a potential point 4, presenting Serbia as an true unusual and unique mix in the world, as on a certain travel-site would be, generally, a good direction:

http://www.world66.com/europe/serbia

Which country use Arabic-origin Dinar as the currency, write Cyrillic and Latin equally, and was leveled by 56 different armies..?

I will certainly use your creative ideas to spread it outside the B92-corner too.
milos91 milos91 13:38 18.01.2008

Re: Serbia: Please Get a NEW PR Firm!

Dear Rose,

Thanks for the nicely put PR manual. It is both professional and easy to understand. Yet, it is entirely non-applicable as there is nobody up there to place an order for such PR/branding exercise. Without articulated order, in written form preferably, there can be no PR or any other work done, on any subject – nation-branding included.

I guess 15 years in branding business, including some nice work done on ‘Brand South Africa’, qualify my to speak on the matter.

Branding isn’t a dogma. Yet, some basic principles must be observed. In case of nation-branding (or any other ‘place-branding’) three principles are paramount for success:

1) concentrated and articulated political will;
2) nation-branding is almost exclusively turned inwards: it primarily addresses domestic audience;
3) unlike product branding (differentiate, differentiate, differentiate…) searching for exclusivity, nation-branding should be modelled to be all-inclusive.

Even the first criteria of good nation-branding isn't met in case of Serbia.

I cannot imagine Serbia where all three criteria are met. Is it just me, or what?

We have some serious anarcho-liberal politicians in power, correctly reflecting Serbian state of mind. Anarcho-liberal being at the opposite end of “concentrated and articulated political will”, no progress in true nation-branding/PR is in sight.

Of course, one can always hire one obscure lobbying group to counter other equally obscure ones. That, however, doesn’t constitute true, professional PR and/or nation-branding you’re talking about.

Cheers,
milos

Rasina Rasina 07:16 21.01.2008

Dear Rosemary,

Thank you for your kind words.
Your observations about Serbia's opportunities and pitfalls in PR and Marketing are surely benevolent. For the most part accurate and possibly useful - but, most of all, written in good will and with good intentions - and for that I thank you.

Sombor is a wonderful town, I hope you're enjoying your life there.

Best Regards,
Trifun Trifun 00:09 26.01.2008

PolyAnna in Serbia?

This has got to be the most naive and clueless post I've seen around here. The problem is not Serbia's poor PR, but the reality which no amount of PR can conceal.

I hope you're as good at taking advice as at dishing it out, because here comes some: being in love with a Serb and having a few drinks with nice people does not qualify you as an expert. Perhaps you could take a break, take the time to actually learn something about the country you live in now, and only then return to blogging?

In the meantime, please spare us your grammatically-challenged encore of the tired old refrain of Milosevic and his ilk: if only the world knew the truth about Serbia, they would love us.

No, they wouldn't. Because they already know enough.
Nausikaa Nausikaa 15:34 06.02.2008

excellent post

bravo! excellent post. you have laid it all out right there. the entire strategy.



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