The EBU Partnership Programme (EPP) concluded a second round of public service news workshops this week in the Balkans that aim to instil in journalists the importance of applying the EBU’s Public Service Media (PSM) Values in their work.

Gathering in Skopje on Wednesday (29 May), at the premises of MRT, the EBU’s Macedonian Member, ten radio and TV journalists brainstormed on how to make better public service news and bring it closer to the audience. Similar workshops were held last month in Podgorica, Sarajevo and Skopje.

Participants consistently complain that implementation of the EBU editorial principles (accuracy and relevance, impartiality and independence, connectedness and accountability, fairness and respect) is thwarted in the Balkans by such hurdles as financial pressure, obsolete equipment, political interference, job insecurity and self-censorship.

In some cases, broadcasters are still struggling to shake off a negative image that is a legacy of the past.

The workshops have repeatedly shown that editors and journalists want more training and to exchange experiences with counterparts from other regional PSM. They have also highlighted the pressing need to establish or enhance training departments in the PSM of South Eastern Europe.

Trainer Jonathan Stoneman said the workshops should be rolled out to other EBU Members, because broadcasters can improve by sharing information, attitudes, and approaches to public service news.

One session called “meet the audience” looks at real examples of audience feedback and explores practical ways to improve programmes and strengthen the relationship between public broadcasters and the public. The participants in Skopje identified a need for greater engagement with the audience, through more audience involvement in programmes and better use of social media.

Once the cycle of workshops concludes in September 2013, the EBU will hold a “Train the Trainers” seminar in Zagreb, where two representatives from each broadcaster will be trained to lead further workshops in their own stations.

The workshops are co-funded by the European Commission as part of the EBU Action Plan (Enabling the democratic role of public service media in the EU accession countries) drawn up following the Memorandum of Understanding signed by the EBU and EU in July 2012.