INTERNATIONAL IMAGE OF THE COUNTRY THROUGH STRATEGIC COMMUNICATION, CASE OF KOSOVO

Abstract

Countries aim to enhance their image in order to derive economic, trade, tourism benefits, but also to create political and military alliances, cultural or ideological benefits. For this reason, the increase of image is an important dimension for the performance of the state interest. To accomplish this interest by increasing international image of the country, state and non-state actors take various measures often using communication channels, spots, they organize various student’s visits, or cultural exchanges etc. This paper deals with strategic communication activities in Kosovo to increase its image, the value selected for this purpose, is communication channel and the expected effect of these activities. Findings show that the most expensive campaigns, was wrong value message, communication channels and the public didn't see in holistic perspective.