Communication strategy and policy for enhanced normalization


  • Improved communication between the two societies

  • Reduced ethnic distance

  • Normalization of relations between the two peoples

  • Acceptance of normalization by the citizens

The normalization of relations between Belgrade and Priština is a common phrase with immediate association of the negotiations conducted since 2011. However, we observe normalization in a substantial sense – as improved relations between the two societies, Serbian and Kosovar, and the two nations, Serbs and Albanians.

We believe that this is perhaps the most important regional issue for the next few decades, and we wish to contribute to the improvement of those relations and the normalization. The negotiations and Brussels Dialogue are only part of the process and do not imply the normalization that we as CSDRI are working on. However, they are definitely an important part of the normalization.

CSDRI has been dealing with this political issue through active participation in dialogues and deliberations on the Kosovo issue with the stakeholders dealing with this issue, such as non-governmental organizations and think-tanks, the Office for Kosovo and Metohija, National Convention on the European Union and the Chapter 35 Working Group, etc.

Also, we have been building and maintaining intensive relations and cooperation with social and political actors in Kosovo, both among the Kosovar Serbs and Kosovar Albanians.


This year, it will have been 10 years since the negotiations and dialogue between the two parties started, with each stage aiming at – normalization. We have witnessed the process encountering obstacles in the past few years, all the way to the total suspension of talks, imposition of tariffs on Serbian goods by the authorities in Priština, and also some meandering in the shape of signing White House documents in September 2020.

The appointment of the European Union’s new Special Envoy for the dialogue between Belgrade and Priština, Miroslav Lajčák, and the energy and enthusiasm that he personally invested in the process, inspire us with a dose of optimism that the Brussels process might result in tangible progress again. The political dynamics in Belgrade and Priština certainly condition the progress, but now we can say for the first time that both negotiating sides have got the political power to take decisions and implement the agreed.


The intention of this project is, besides presenting the course of normalization through negotiations of the two parties under the auspices of the European Union, to also provide insight into the other side of normalization. The normalization leading to establishing good relations between the two peoples, reduction of ethnic distance and attempt to bring these two ethoses together.

It is of vital interest that the citizens on both sides understand the very process of dialogue, so that they can see how dialogue affects their lives or their political community. Therefore we shall try to bring this process home and present it to everyone in a creative manner.


On the Normalization website you can find a chronological overview of all signed agreements, the degree of their implementation, the main actors participating in their achievement, as well as the documents signed in negotiations between Belgrade and Priština.

Besides, the website offers loads of other information, such as geographical maps, detailed information on the Association of Serbian Municipalities, proposed model of a comprehensive agreement, analyses and surveys brought to you by our experts.


The Center for Social Dialogue and Regional Initiatives (CSDRI) is a “think and do tank” dedicated to creating space for social dialogue as a foundation for sustainable social change.

CSDRI endeavors to get the Serbian society started through the dialogue including all social groups, respecting everyone’s opinion and arguments without discrimination without necessarily accepting them. Also, CSDRI aims at deepening the regional relations through the cooperation process in mutual interest, de-stigmatization and association in order to improve the life quality of all Balkan citizens.

We get together the government, opposition, private and public sector, academia and civil society, with the key problems in Serbia and the region discussed through open debates.

We employ innovative research techniques in order to reach the most reliable findings on social phenomena. We conduct rigorous analyses on the critical challenges for the society, enabling insights into the impact of geopolitical changes on Serbia and the region.

We gather and streamline a new generation of leaders so that they can expand the knowledge of the key political and societal challenges and develop analytical skills. Thus, we enable long-term positive societal changes in Serbia and the region.