The Civil Servants Agency (CSA) adopted a Strategy of communication on 4 December 2007. This document was prepared based on the proposals stemming from the fruitful discussions that CSA managerial team had with the DFID project team for Public Administration Reform. Conditions identified and questions addressed on that occasion, are now being part of the CSA’s Strategy of communication.

Why did we need such a document?

• CSA’s work is still either not understood enough or completely misunderstood.
• Despite all the interest and discussions on civil service matter, CSA is not presented enough in the media.
• Increasing the awareness of the importance of full implementation of the Law on Civil Servants.

Target groups: 

• CSA employees - establishing effective mechanisms of internal coordination that will ensure appropriate and coordinated presentation of the Agency in the public  by its employees.
• Civil servants – introducing civil servants with Agency’s role, with their rights and duties, so they would know what to expect from the Agency and what Agency can or can’t do for them.
• Citizens and Media – gaining more media attention as a most effective way for presenting oneself to the citizens.
• NGO’s – as important and powerful allies.
• Politicians and key executives – as an important link in the chain of implementation of our strategies and programs.
• Parliament members – CSA is directly accountable before the state assembly.
• Municipalities - in the ongoing process of decentralization it is very important that Agency and municipalities establish complementary relationship.
• Donors – in order to ensure that donor’s support is adequately and evenly distributed.
• Training providers - as important partners in the fulfillment of Agency’s main assignment regarding  civil servants training – coordination of the process.

Short-term recommendations (fulfillment within 1 year period):

1. Employing new civil servant in the CSA that will be engaged in the following activities: running a magazine, writing an articles for the website, coordinating materials before publishing, relations with the media, identifying issues of public interest.
2. Establishing contact/informative point in the Agency that will be well informed, prepared to answer and react promptly.
3. Providing training to Agency staff on how to present CSA in the public, how to prepare media briefings and stories.
4. Improve internal communication.
5. Establish regular exchange of information between CSA and HR Units in different ministries and institutions.
6. Introducing short description of the Agency in all ads for employment on regular basis. It will explain CSA role, key objectives, CSA logo and maxim.

Mid-term recommendations (fulfillment within 3 year period):

1. Establishing Newsletter (electronic at least).
2. Branding of the Agency (employees behavior, maxim, logo).
3. Maintain and enhance high-quality relations with journalists and editors.
4. Establishing net of cooperation with key institutions.
5. Engage media analysis.
6. Sustain questions/answers database.
7. Introduce “Open House Days”.
8. Annual report and other ad-hock reports will be utilized for promotion.

For further information please contact:
Ms. Anamarija Andreska, Junior Associate on Analytical Issues, Civil Servants Agency.