Centre of government co-ordination of government communications in the Western Balkans, the Republic of Moldova and Ukraine: Institutional set-ups, regulatory frameworks and current practices

Communication is a vital instrument in the development and implementation of public policies, raising awareness of reforms, promoting compliance and facilitating behavioural change. In order to be effective, it needs to be strategically managed and guided from the centre of government. This report explores the current state of play with respect to the role of the centre of government in public communications in the Western Balkans, the Republic of Moldova and Ukraine. It examines how mandates, structures and practices at the centre of government shape the ability of governments to communicate effectively about their policies and reforms, despite challenging media environments. The quality of government communication is not only an issue for the eight governments themselves: communicating progress with reform is an important element that supports the credibility of the European Union (EU) integration process. As such, the effectiveness of public communication in the Western Balkans, Moldova and Ukraine has significance for the EU as it endeavours to maintain momentum with the enlargement process among citizens in the candidate countries and those in Member States as well.