Communicating Education Reform Workshop 27 February - 1 March 2003 Zagreb, Croatia Sponsored by Open Society Education Programs – South East Europe In cooperation with Open Society Institute - Croatia South East Europe Education Cooperation Network International Republican Institute UNICEF

Other Regional Seminars in SEE Drafting Education Legislation – Art or CraftSept 2001 Curriculum DevelopmentApril 2002 Education Program EvaluationSept 2002 Optimization of School NetworksDec 2002 Communicating Education Reform Feb 2003 Mid-Level Institution Restructuring Mar 2003 Decentralization in Education To be determined

Workshop Objectives To develop participants’ knowledge of proven and effective communications techniques. To help build skills for message development, strategic planning, and proactive communications initiative. To present a model of structure and roles of an efficient office of communications. To provide exposure to real-life education communication case studies from the region. To develop understanding of how media work and think and what are do’s and don’t’s in working with the media.

What is a Resource Pack? Virtual, human, hard copy forms... network of experts – from both East and West an OSI position paper, concept paper or policy guidelines resource guides, manuals, source books case studies of good practice and innovation electronic library or reference list of relevant papers, policy analysis and studies learning module—training seminar curricula, course design, e-course, self-study module, component of a degree program links How do we get it? Visit (click Preview to enterwww.osi.hu/esp/resource the program and look for Resource Pack on Communicating Education Reform)

The “Not-so-Hidden” Agenda Ministries of Education who are Ministries of Education who are embarking on education reform should consider communication strategies in their change planning process. Professional communications staff in MOEs should be involved early in the policy formulation stage. Professional communications staff in MOEs should be involved early in the policy formulation stage. Capacity-building efforts in education should include attention to communication strategies and practical skills in the use of the media in education. Capacity-building efforts in education should include attention to communication strategies and practical skills in the use of the media in education. Training should be provided to communications staff of public institutions, journalists and educational change agents of civil society, by using the local cases and examples. Training should be provided to communications staff of public institutions, journalists and educational change agents of civil society, by using the local cases and examples. Cross-border experiences for education communicators in public institutions and civil society should be supported to help encourage quality media coverage of education and to stimulate ideas. Cross-border experiences for education communicators in public institutions and civil society should be supported to help encourage quality media coverage of education and to stimulate ideas.

Day 1: Morning – What is? A Look at Realities of Communication Morning – What is? A Look at Realities of Communication Afternoon – What should be? Moving from Reactive to Proactive

Day 2: Art and Science of Communicating _ Laboratory Approach Art and Science of Communicating _ Laboratory Approach Cinema Evening

Day 3: Networking of Communicators Networking of Communicators – for Earlybirds Special Topic Workshops Special Topic Workshops Virtual Tour of Resource Pack Virtual Tour of Resource Pack Wrap-up by 13:00 Wrap-up by 13:00