Abstract
Strategic communication is an expression of the state soft power, which expresses its strategic commitments, supports the state influence on the international scene and enables a more favourable status in providing national interests. It is the subject of strategic studies of all developed countries that strive to achieve their interests in international relations. It also represents a systemic approach to crisis response, as well as support to managing crisis and conflicts. A synergistic approach to the accomplishment of national interests and support in crisis management and post-conflict relations is the basis of the idea of this paper. Its general framework is based on the analysis of the genesis of the Kosovo-Metohija conflict from the general historical, sociological and cultural basis of the relations between Serbs and Albanians in the territory of the southern Serbian province. Furthermore, the paper deals with the aspect of strategic communications within the Kosovo-Metohija security issue. The chronological overview shows the development of the conflict in the territory of Kosovo and Metohija, as well as the key activities of strategic communication caused by those events. The examples of strategic communication that are key in defining the security situation in Kosovo and Metohija have been singled out. On the basis of the analysis of the state of the discussed problem, the preconditions that can be said to represent the basis for establishing the communication environment of the Kosovo-Metohija security issue are listed. In conclusion, a general framework of the strategic communication of the Kosovo-Metohija security issue is proposed, through an adapted media, public diplomatic, negotiation and representation strategy. Such a framework of strategic communication represents the basis of support for solving the Kosovo-Metohija security issue in accordance with the objective goals and national interests of the Republic of Serbia.
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