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PRIZMA AWARD 2004

 

 

Maribor, 22 October 2004

 

 

The Public Relations Society of Slovenia bestowed this year's Prizma Award for achievements in the field of public relations on the Government Public Relations and Media Office (PRMO), for their public information campaign on Slovenia's accession to the EU called 'Slovenia. At Home in Europe'.

 

The jury, led by Janja Požar, stated that this was the most complex example of public relations in the public non-profit sector, and deserves special attention as an example of good business practice. In their explanation of their decision, the members of the jury noted that the communications support had been strategically planned, well-integrated and consistent, which was especially important owing to the several-year-long accession process.

 

The jury members emphasised that the example in question had achieved a high level according to all of the criteria, from defining the problem to research support, and was also successful in implementing the communications activities. The tools selected were used skilfully and were consistently targeted at well-defined segments of the public. The tone of the campaign was open and rational, and the campaign was based on facts and complex in terms of content.

 

The public information campaign about the accession of Slovenia to the EU was a part of Slovenia's accession strategy. The PRMO began to implement it in parallel with the beginning of Slovenia's negotiations with the EU, in March 1998, and it ran until May 2004, when Slovenia formally joined the EU. The basic purpose of the campaign was to familiarize Slovene citizens with the advantages and disadvantages of EU membership.

 

PRMO Director Matjaž Kek stated that the award is proof that public administration can operate professionally and over the long term. In his opinion all of the people involved deserve the award; he also mentioned the head of the Slovene negotiating team and the newly appointed EU Commissioner for Science and Research Janez Potocnik and his team. This project included an exceptional interaction between the inhabitants of Slovenia and the Government, who were united with regard to Slovenia's accession to the EU, added Kek.