The current EU enlargement momentum is matched by renewed engagement, particularly through the progressive integration of enlargement countries into the EU single market. This approach serves as a catalyst (not a substitute) for accession, delivering tangible socio-economic benefits even before full membership to those ready in specific areas. The Western Balkans continues to advance on its European integration path, with ReSPA’s member administrations taking determined steps to align with EU governance principles and reform standards.

In this evolving context, strategic communication has become a critical instrument for public institutions. Effective communication enables governments to articulate the benefits of reforms, engage citizens in meaningful dialogue, and counter misinformation that can undermine progress. Citizens increasingly expect transparent explanations, demonstrable results, and consistent messaging across government bodies, placing a premium on coordinated, evidence-based communication. As specified in the 2024 Enlargement package, enlargement should be accompanied by targeted communication actions aimed at informing the public opinion about the process, both in the EU and in the candidate countries. ReSPA has already responded to this need by introducing communication-focused content in its 2024 and 2025 Summer Schools. Building on this momentum, the Executive Education Programme on “Strategic Communication for EU Integration” shall be designed to provide advanced, practice-oriented learning. Participants shall gain access to expert-led sessions, practical tools, and tailored strategies, while also sharing concrete institutional experiences with peers from across the region.

More information about the event can be found in the attached Provisional Agenda.