Communications strategy

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Wikimedia Serbia is a Wikimedia chapter, which manages the Wikimedia projects. It was founded on December 3, 2005. During its previous projects, Wikimedia Serbia had participated in numerous local and international events.

Wikimedia Serbia is a non-governmental and non-profit organization, established for an indefinite time, with the goal of developing dissemination of free knowledge. The purpose of the organization is finding answers to the question of how knowledge can become completely free and accessible.

Wikimedia Serbia has started certain initiatives in the field of free information and licensing.

With the development of Wikimedia Serbia and Wikimedia projects, the need for PR activities and frequent appearances in public increased. In addition to regular participation in the media on their own initiative, the organization and its members are often contacted for an opinion or attitude about a particular event or occurrence.

According to the desire to raise the professional level of their communication activities, as a part of the Work and Development Strategy of the organization, the Secretariat of the Wikimedia Serbia proposes the adoption of the Communication Strategy for the period of June 2012 - 2014, which will come from the Communication Activity Plan.

Below is a draft of the Communication Strategy and objective elements of the target groups, the recommended channels for communication, communication plan and the executive body.

The target group

The target group in the broadest range can be divided into two groups.

The wider circle

  • Users of traditional media
  • Internet users (including social networks)
  • Students
  • Volunteers

Narrow circle

  • State agencies and institutions
  • Organization
  • Journalists
  • Teachers
  • Policy-makers
  • Scientists
  • Artists
  • Professionals

The first group, which could be called the general group, is a group that is likely to show positive interest in Wikimedia projects and Wikimedia Serbia. For the younger population, the Internet is one of the first sources of information, therefore communication activities should be adapted to their needs. Older population uses traditional media for their information, which requires that activities for them should be directed to the newspapers, TV and radio.

In the second group we should take into account the specific communication activities. It is therefore necessary to provide the basis for such a mode of communication and access to all necessary information. It should be noted that the possible negative reaction in a small part of the group, fearing that our mission and vision imposes changes upon their existing working styles.


The communication strategy has three main goals:

  • to improve the quality of information of those already generally familiar with the existence and activities of Wikimedia Serbia and Wikimedia projects
  • to attract new users to Wikimedia projects and potential members and volunteers to Wikimedia Serbia
  • to develop a positive attitude toward a free and non-profit way of sharing knowledge in society, institutions and organizations.

Elements of messages by the target groups

The experiences of others have shown that there is variation in interest in the various user groups, which leads to the fact that the messages should be carefully composed for any information that is put out in the public. Whether it's about activities, events or programs, the general message must have

  • general part of the necessary information about the content
  • part where public is reminded of the nature of Wikimedia Serbia (or Wikimedia Foundation, depending on content) and what its goals are

In order to connect with the stated target groups, communication activity will be reflected in the mix of media and information materials.

  • Communication via traditional media - includes participation in radio and TV broadcasts and printed publications (newspapers, magazines, etc.). The advantage of TV and radio is great, but the impact could vary. In print media, journalists have the opportunity to further analyze the submitted content and present it in a proper way. An active training of journalists is proposed, which should improve the understanding of free culture and free knowledge, and the way to properly use the contents of Wikimedia projects.
  • Direct communication - can be done in the premises of the Office, through the web site and pages on social networking sites, brochures and newsletters, personal visits and meetings alike.
  • Indirect communication - through institutions and organizations of similar profile and goals.

Planning and realization

According to this strategy, the Expert Committee on Media and the Secretariat, under the monitoring of the Wikimedia Serbia Board, should make a communication plan for the period of June 2012 - 2014. It is recommended that the Plan contains the following elements:

  • analysis of current situation
  • targets
  • the target groups
  • defined tactics
  • timetable of activities
  • measures of evaluation

Realization of the plan should remain the responsibility of the Technical Committee for the media, or other bodies that the Wikimedia Serbia Board authorizes, with the occasional participation of the Secretariat.


With the adoption of a communication strategy, Wikimedia Serbia defines its goals and plans in the field of public relations and marketing. These plans ensure action plans in the mentioned fields. Once defined objectives are achieved, the society will receive good quality information and access to them, which creates a positive attitude about free knowledge and culture. Positions for new volunteers, users and members to Wikimedia projects, and Wikimedia Serbia, are opening.