Writting Sample 1

public diplomacy and kosovo’s diaspora 1
Beyond
Remittances
PUBLIC DIPLOMACY AND
KOSOVO‘S DIASPORA

2 beyond remittances
This study was made possible by the generous contribution of the Embassy of the Kingdom of
the Netherlands, the Embassy of Finland and the Friedrich Ebert Stiftung Office in Pristina

Behar Xharra and Martin Wählisch
July 2012
Beyond
Remittances
PUBLIC DIPLOMACY AND
KOSOVO‘S DIASPORA

contents
INTRODUCTION 6
1. Kosovo‘s image abroad 7
2. Purpose of the study 9
3. Methodology 10
4. Outline of the study 11
Part 1 KOSOVO’S DIASPORA TODAY 13
1. Quantitative data 15
2. Financial situation: remittances 16
3. Case study: the Kosovo diaspora in the U.S. 18
(i) Support by the U.S. during the conflict and
post-conflict period 18
(ii)CharacterizationoftheKosovarU.S.diaspora 18
(iii) U.S. Albanian diaspora organizations 19
(iv) Relations between Kosovo Albanian and Serb
diaspora groups 21
(v) List of Albanian diaspora organizations in the
U.S. 22
Part 2 LINKING DIASPORA
WITH PUBLIC DIPLOMACY 25
1. Theoretical background 26
(i) The idea of Public Diplomacy 26
(ii) The roles of a diaspora in Public Diplomacy 26
(iii) Diaspora and policy-making 27
2. Strengths of Kosovo’s diaspora 28
3. Challenges to involving Kosovo’s diaspora 29
(i) The changing role of Kosovo’s diaspora 29
(ii) Governmental efforts 30
(iii) Diaspora outreach, acknowledgement and
encouragement as a practical challenge 31
(iv) Diaspora views of Kosovo 32
(v) Politicization of the diaspora 32
(vi) Further within-group differences 33
4. Diaspora success stories 34
(i) Rita Ora (singer, actress) 35
(ii) Petrit Ceku (award-winning guitarist) 36
(iii) Sislej Xhafa (contemporary artist) 37
(iv) Tony Dovolani (professional
ballroom dancer) 38
(v) Fadil Berisha (fashion photographer) 39
(vi) Xherdan Shaqiri (elite football player) 40
(vii) Fatmire Bajramaj (elite football player) 41
(viii) Lorik Cana (elite football player) 42
(ix) Luan Krasniqi (professional boxer) 43
(x) Ylfete Fanaj (successful politician abroad) 44
(xi) Famous Famiglia Pizzeria (world business
chain) 45
Part 3 COMPARING DIASPORA INVOLVEMENT
WORLDWIDE: CASE STUDIES 47
1. Armenia 48
(i) Awards and incentives: stimulating diaspora
activity 48
(ii) Diaspora outreach through the internet 50
(iii) Sister school program 51
2. Israel 52
(i) Explaining Israel 52
(ii) Practical guidance for citizens 52
(iii) Diaspora-Homeland Partnerships 53
(iv) Israel Bonds 54
3. Rwanda 56
(i) The Diaspora General Directorate 56
(ii) The Rwandan Diaspora Mutual Fund 56
(iii) One-Dollar campaign 56
(iv) Youth conferences 57
(v) Other activities 57
4. Serbia 58
(i) Development of the Serbian Ministry for Diaspora
and the role of the Serbian Orthodox Church 58
(ii) Serbian Law on Diaspora 58
(iii) Goals and Programme of the Serbian Ministry
of Diaspora 59
Networks and acknowledgement 60
Business co-operation 60
Education & the Serbian language 61
CONCLUSION 63
1. Potential of Kosovo’s diaspora 64
2. Observations and recommendations 65
(i) Informal ambassadors 65
(ii) Opportunities to expand diaspora members’
roles within Public Diplomacy 66
3. Final remarks: beyond remittances 68

As a small, post-conflict country, Kosovo
has limited capacities to reach out to the
world. Lacking diplomatic recognition from
many countries, burdened with a negative
image, and still in the process of developing
its economy, Kosovo’s opportunities to win
support and strengthen its international
ties are restricted. However, Kosovo’s for-
eign Public Diplomacy could benefit greatly
from an untapped resource which has not
yet been fully utilized as a foreign policy
tool: its diaspora.
During the war and other periods of
economic and political difficulties, millions
of Kosovars fled the region. Though many
returned, the Kosovar community abroad
remains strong. Kosovo’s diaspora could be
an effective, cost-efficient agent to promote
the country, gain sympathy, mobilize sup-
port for its recognition, help to create busi-
ness opportunities and facilitate Kosovo’s
integration into a globalized world.
Kosovars abroad are affected by devel-
opments in Kosovo, but they can also assist
in shaping Kosovo’s image abroad. Thus,
bringing Kosovo’s institutions closer to its
diaspora, and vice versa, could be mutually
beneficial.
The role of the diaspora in the social,
political and economic processes of Kosovo
has evolved over time as the situation in the
country has changed. In the current post-
independence period, diaspora activities
could change gear in order to strengthen
Kosovo’s statehood, enhance its image and
empower Kosovars at home and abroad.
Kosovo’s diaspora presents an enor-
mous potential for the country: those living
abroad have the passion, drive, financial
resources and networks abroad. They have
knowledge of their home country as well as
familiarity with the cultures, language, life
and politics of their present host coun-
tries. In this regard, they represent bridges
between Kosovo and the rest of the world,
serving on a day-to-day basis as ambassa-
dors.
introduction

Since its independence in 2008, a wave of
negative international media coverage has
greatly harmed the image and reputation of
Kosovo abroad. In December 2010, a report
linked Kosovo politicians to war crimes and
corruption during the war. In summer 2011,
pictures of a burning border checkpoint
brought Kosovo back into the news.
Unfortunately, Kosovo’s diaspora has
often generated a negative image for the
country too. In 2009, reports about “a Koso-
var refugee”, who shot his ex-girlfriend and
four other people in Finland dead before
committing suicide, was a main news item,
right after reports about Kosovo’s first year
of independence. In March 2011, an attack
against U.S. soldiers at Frankfurt Airport in
Germany was framed in the news as a terror
attack by a “radical Islamic Kosovar from
Mitrovica.”
Most recently, in February 2012, the BBC
reported that nineteen youngsters, “con-
sidered to be Kosovar”, were arrested over
knife attacks in Trafalgar Square in Lon-
don. CNN reported on a Florida bomb plot
suspect pleading not guilty, emphasizing
that he is “a naturalized American born in
Kosovo.” A U.S. commentator on the article
remarked: “Bravo to Bill Clinton, we declare
war to protect Kosovo, and this what we get
in return.”
1. kosovo’s image abroad
DEVELOPMENTS IN KOSOVO SHAPE
THE IMAGE OF ITS DIASPORA,
BUT DIASPORA ALSO SHAPES THE
IMAGE OF KOSOVO.

Whereas these negative examples of
reports about Kosovo make it to the front
pages of international news agencies,
positive stories about Kosovo – such as
successful professionals and businesses, or
Kosovo’s music and sport talents – are not
yet in evidence.
As the 2008 study Image Matters by Fo-
rum 2015 and the Kosovar Stability Initiative
pointed out:
“Kosovo has a serious image problem.
In many European countries, the name
‘Kosovo’ still conjures up images of ethnic
conflict and organized crime. This calls for a
coordinated response by government insti-
tutions and civil society.”
The Kosovo government has undertaken
several initiatives to put the country on the
map. Its activities have essentially revolved
around two media branding campaigns,
Kosovo Young Europeans in 2009 by Saatchi
and Saatchi and Republic of Youth – Repub-
lic of Beauty, Republic of Kosovo in 2012
on CNN News, with a total cost of around
€6.7 million. The Ministry of Foreign Affairs
has appointed a Deputy Minister for Public
Diplomacy, and since June 2011 Kosovo
has had a Minister for Diaspora. In part-
nership with the British Council and local
non-governmental organizations, several
conferences have been organized with civil
society and politicians across the spectrum
in the five European countries that have not
recognized Kosovo.
As the 2008 study Image Matters high-
lighted: “Image matters; especially for a
young state like Kosovo eager to become
active in world diplomacy, attract investors
and join Euro-Atlantic institutions. With
international recognitions still hanging in
the balance, the country’s reputation is of
greatest importance.” This call certainly
remains valid today.
FURTHER RECOMMENDED READING
n Martin Waehlisch and Behar Xharra, Public Diplo-
macy of Kosovo: Status Quo, Challenges, and Options,
Friedrich Ebert Foundation Pristina Office, Sept. 2010,
available at http://library.fes.de/pdf-files/bueros/ko-
sovo/07845.pdf
n Image Matters: Deconstructing Kosovo’s Image
Problem, Forum 2015 and Kosovar Stability Initiative,
Nov. 2008, available at http://www.iksweb.org/Photos/
Publikimet/Images/Imazhi_%C3%A7on_pesh%C3%AB!/
enIMIDZ_english.pdf

The study feeds into the ongoing politi-
cal debate about diaspora issues and Public
Diplomacy. Its aim is to highlight the role
of Kosovo’s diaspora as a resource for the
country’s Public Diplomacy. The overview
provided in this study gives insights into the
status quo, challenges and opportunities for
engaging Kosovo’s diaspora in enhancing
the country’s image, which could ultimately
aid the country’s diplomatic and economic
development.
This study argues that the role of
Kosovo’s diaspora is at a critical point: it is
primarily perceived as a provider of remit-
tances and investments in Kosovo, but is
beginning to be acknowledged as a catalyst
for international links and a means of facili-
tating foreign trade.
The study’s objective is to motivate
further creative thinking about the major
advantages of a stronger diaspora compo-
nent to Kosovo’s Public Diplomacy, knowing
that this study can only be a starting point
for a national dialogue on the topic. The
intended readership is both governmental
institutions and diaspora groups.
2. purpose of the study

Besides identifying challenges and
obstacles, this study focuses on the success
stories of Kosovars abroad and the potential
of public-private collaboration. The study
also brings together comparative experi-
ences from other countries on diaspora
matters and explores the existing efforts of
the Kosovo government.
Besides desk research, the study is based
on interviews with Kosovar politicians
and diplomats as well as various diaspora
groups and individuals. In preparation for
the study, two round table discussions were
held, one in Pristina and one in New York, in
February 2012. In partnership with Democ-
racy for Development (D4D), a “Tuesday
Salon” in Pristina hosted the Minister for
Diaspora, Ibrahim Makolli, and several lo-
cal non-governmental organizations. With
the support of the Harriman Institute for
Russian, Eurasian, and Eastern European
Studies and the School of International and
Public Affairs (SIPA), an expert talk at Co-
lumbia University connected public officials
(such as former Kosovo Ambassador to the
U.S. Avni Spahiu), scholars, diaspora leaders
and activists, media experts and private
sector representatives from New York and
Washington D.C. to discuss the inclusion of
the diaspora in Kosovo’s Public Diplomacy.
In addition, a public online survey collected
ideas and comments. The focus of this study
is on the assessment of qualitative data
gathered during these interviews and round
tables.
References to additional knowledge
resources are provided throughout the
booklet to point the reader towards further
research.
3. methodology

The study is in three parts. The first
focuses on the status quo, looking at quan-
titative data, remittances and the Kosovo
diaspora in the U.S. as an introductory case
study. The second part gives insights into
the theoretical background of connect-
ing public diplomacy and diaspora, and
elaborates on the challenges and strengths
presented by the changing role of Kosovo’s
diaspora. This part also elaborates on suc-
cess stories of Kosovo’s diaspora. The third
part gives an overview of comparative exam-
ples, including case studies from Armenia,
Israel, Rwanda, and Serbia, offering intrigu-
ing lessons learnt and practical solutions.
The study concludes with reflections to
guide the next steps in strategizing diaspora
involvement in the country’s foreign policy.
4. outline of the study GET INVOLVED
To encourage participation in the debate about
Kosovo’s Diaspora, the authors invite all readers to
share their views and ideas.
n Please visit http://www.kosovodiaspora.org and
give your views, or write directly to
info@kosovodiaspora.org
n For further studies on Kosovo’s foreign policy, visit
the website of the Foreign Policy Club:
http://www.foreignpolicyclub.org/
WEBLINKS TO GOVERNMENTAL INSTITUTIONS
n Kosovo Ministry of Diaspora:
https://med.rks-gov.net/
n Kosovo Ministry of Foreign Affairs:
http://www.mfa-ks.net/

part 1 kosovo’s diaspora today

1,733,872feb2012
KOSOVO’S POPULATION
Source: Statistical Office of Kosovo, http://esk.rks-gov.net
84,437 dec 2009
KOSOVARS LIVING IN GERMANY
Source: Statistical Office Germany, http://de.statista.
com/statistik/dat en/studie/1221/umfrage/anzahl-der-
auslaender-in-deutschland-nach-herkunftsland/
63,465 dec 2010
KOSOVARS LIVING IN SWITZERLAND
Source: Statistical Office Switzerland, http://www.bfs.
admin.ch/bfs/portal/de/index/themen/01/07/blank/
key/01/01.Document.20591.xls
ger
ch
RKS

Currently, only a limited amount of
quantitative data about Kosovo’s diaspora
is available. Although the Statistical Office
of Kosovo has published the preliminary
results of the 2011 Kosovo population and
housing census, there are still no reliable
census data on migration. However, the
Statistical Office has announced that it is in
the process of preparing a questionnaire to
assess how many Kosovars live abroad (the
non-resident population), in order to move
towards data collection regarding emigra-
tion and the diaspora.
Several studies on Kosovo’s diaspora
have estimated that one in three house-
holds in Kosovo have one or more members
who live abroad. According to the 2009 study
by the FDI and Swiss Cooperation Office
on Diaspora as a Driving Force for Develop-
ment in Kosovo, this figure is probably “an
underestimation”.
The 2010 UNDP Kosovo Remittances
Study repeats “a common yet disputed
estimate” that about 800,000 Kosovars live
abroad. 300,000 Kosovars are thought to
live in Germany, 155,000 in Switzerland.
The UNDP study is based on the number of
“Kosovo Albanians”, which may affect its ac-
curacy. As UNDP highlights, it is frequently
estimated that “every third Kosovar today
lives abroad”, but this has not been con-
firmed.
1. quantitative data
“The investment-linked risk perceived by the diaspora
is smaller than the risk perceived by other potential
investors. It must be said that the global overseas diaspora
invests practically nothing, while the European diaspora
invests the equivalent of 15% of Kosovo’s GDP, which
represents 10% of total investments. Further proof of the
importance of the diaspora: it accounts for 70% of company
acquisitions.”
Source: Economic and Social Development in Kosovo: A
Challenge for the Political Stabilisation of the Region (Austrian-
French Centre for Rapprochement in Europe, 2006), p. 3.

Remittances, which are monetary trans-
fers from Kosovars abroad back to their
home country, have been a core contribu-
tion from the diaspora to the development
of the country.
As the International Monetary Fund
(IMF) concluded in 2011, Kosovo’s economy
still depends to a great extent on remittanc-
es and direct investment from the Kosovar
diaspora. “Remittances from Kosovars
living abroad boosted consumption, while
foreign direct investment fuelled construc-
tion activity,” the IMF stated. It emphasized
that “Kosovo’s growth model needs reori-
entation”. Up to now, growth has relied on
exceptionally high remittances from abroad,
“but longer-term prospects for these flows
are subdued as diaspora Kosovars integrate
more closely into their host countries”.
As the Southeast European Times
reported in November 2011, data from
Kosovo Central Bank indicates that diaspora
remittances for the first quarter of 2011
were about 4% than during the same period
in 2010. According to the Central Bank,
Kosovars living abroad send more than 500
million euros to their families in Kosovo an-
nually, amounting to 11 % of GDP.
As Kosovo enters its fourth year of
independence, the question is whether its
diaspora can extend its contribution beyond
remittances in order to become an inte-
grated and active part of Kosovo’s Public
Diplomacy.
2. financial situation: remittancesFURTHER RECOMMENDED READING
n Kosovo: Concluding Statement of the 2011 Consulta-
tion Mission, IMF, May 30, 2011, http://www.imf.org/
external/np/ms/2011/060111.htm
n Diaspora Remittances Sustain Kosovo Families,
Economy, Southeast European Times, Nov. 28, 2011,
http://setimes.com/cocoon/setimes/xhtml/en_GB/fea-
tures/setimes/features/2011/11/28/feature-04
n Kosovo Remittance Study 2010, UNDP Kosovo, 2010,
http://www.ks.undp.org/repository/docs/Final-eng-
lish.pdf
“Based on self-declaration of business owners, a quarter of all
their businesses were opened with the support from Diaspora.
This support has mainly come through cash (42.9 percent),
through joint investment (11.5 percent) through support in the
form of vehicles, equipment, raw materials etc. through links with
companies abroad (0.7 percent), through their know-how and
education (3 percent), through professional skills (4.6 percent). 9
percent did not specify the type of support received while 21.8
percent gave multiple answers.”
Source: Diaspora as a driving force for development in Kosovo:
Myth or Reality? (FDI and Swiss Corporation Office, 2009), p. 6.

billion. world remitance
$325
215million. world migrants
+10%gdp of countries
“There are more than 215 million in-
ternational migrants in the world.
Recorded remittances received by
developing countries, estimated to
be US$325 billion in 2010, far exceed
the volume of official aid flows and
constitute more than 10 percent
of gross domestic product (GDP) in
many developing countries.”
Source: Worldbank Migration and Remittances
Factbook 2011, http://data.worldbank.org/data-
catalog/migration-and-remittances
100 mln
“Research shows that the substantial Kosovo diaspora has a high tendency to remit (…). For example, IOM
[International Organization for Migration] found that among immigrants from Albania, Macedonia, and Kosovo in
Belgium, Italy, Germany and United Kingdom, Kosovar immigrants had the highest tendency to remit (63 per cent,
compared to 52 per cent on average amongst all groups of immigrants, 47 per cent amongst Albanians and 32 per
cent amongst Macedonians). In turn, several sources show that remittances constitute one of the biggest sources
of income in Kosovo, though the estimates of their exact amount differ substantially, varying between €375 million
and €540 million (…). This is due to inaccurate data on population, migration rates and also money transfer in Kosovo
(…). Remittances nevertheless consist of a substantial part of the GDP (…), with the level is expected to remain
relatively stable in the near future (…).”
Source: Zana Vathi and Richard Black, Migration and Poverty
Reduction in Kosovo (Development Research Centre on
Migration, Globalization and Poverty, 2007), p. 18.

Although not the largest Kosovo dias-
pora community in the world, Kosovo’s dias-
pora in the United States is often considered
to be the one which can make the most im-
pact. This is partly due to the United States’
crucial support for Kosovo in the 1990s and
as it moved towards independence.
As interviewees for this study in the U.S.
pointed out, Kosovo’s diaspora is mostly
understood as Albanians born in Kosovo liv-
ing in the U.S. or U.S. citizens with Kosovar
parents. This indicates a significant chal-
lenge for Kosovo’s diaspora involvement, as
the state is based internally on multi-ethnic-
ity, but within diaspora groups there is an
emphasis on ethnic division.
(i) Support by the U.S. during
the conflict and post-conflict period
The Kosovo diaspora in the U.S. was a
major financial contributor to Kosovo’s
parallel state institutions during the war,
supporting peaceful resistance under
Ibrahim Rugova and later the Kosovo Libera-
tion Army (KLA). About 200 members of the
diaspora even enlisted to join the ranks of
the KLA as the “Atlantic Brigade” (Batalioni
i Atlantikut). Interestingly, the brigade was
composed of many young and second-gener-
ation immigrants, most of whom had never
even visited their parents’ home country
and spoke only broken Albanian.
Within the U.S., the Kosovo Albanian
diaspora, as part of the overarching Albani-
an-American diaspora, informs and lobbies
Congress on Albanian-related and specifi-
cally Kosovo-related issues. More recently,
the diaspora has invested in and attracted
investment to Kosovo and Albania, with the
economic development of the homeland
becoming the new goal.
(ii) Characterization of the
Kosovar U.S. diaspora
As expressed during the expert speeches
and individual interviews, Kosovar Albani-
ans and Albanians from Albania or else-
where in the Balkans are characterized by
3. case study: the kosovo
diaspora in the u.s.

their joint understanding of being a nation,
having the same ethnicity, speaking the
same language and having certain mutual
values.
In response to the question about their
roots and belonging, interviewees common-
ly stressed the dilemma of “One Nation, Two
States”, which makes it difficult to distin-
guish a distinctly Kosovar diaspora from the
overall Albanian diaspora abroad.
At the same time, interviewees high-
lighted that there are cultural differences
between Kosovo and Albania, and similarly
between their diasporas, given that their
20th-century history included a long period
when there were two separate countries.
A stated example has been, for instance,
that Western European Albanian communi-
ties and Kosovar communities did not fully
mix in the 1990s and remained divided along
what appeared as two different Albanian
identities. This changed with the ensuing
1999 war in Kosovo, when Albanians ex-
pelled from Kosovo sought refuge in neigh-
bouring Albania and Macedonia. Ever since
then, and with the open borders between
Kosovo and Albania, cultural, political, eco-
nomic and personal ties between Albanians
have strengthened.
(iii) U.S. Albanian diaspora organizations
The Albanian-American diaspora, includ-
ing both Kosovars and Albanians in the
United States, united in support of Kosovo
Albanians in the 1990s, especially during the
1999 war. As indicated by several interview-
ees, the connections between Kosovo Al-
banians and Albanians in the United States
at that time resulted in a blurring of the
boundaries between diaspora organizations
and immigrant communities.
The Homeland Calling (Vendlindja Thër-
ret) fund, for example, which supported Ko-
sovo from abroad, was headed by Albanians
from Kosovo, Macedonia, Montenegro and
Albania. The same was true of the staff of
the office of the Provisional Government of
Kosovo in New York.
Currently, the main political advocates
and organizations representing the com-
munity are arguably the Albanian-American
Civil League (AACL) and the National
Albanian-American Council (NAAC). The AACL
also created the Albanian-American Public
Affairs Committee (AAPAC) to support mem-
bers of Congress who promote Albanian-
related resolutions.
While AACL was started as an organiza-
tion focused more on Kosovars and Albani-
ans from former Yugoslavia, NAAC - a rival
structure set up by former AACL members

- focused its mission on issues affecting all
Albanian-inhabited lands, including Albania,
Kosovo, Montenegro and Macedonia. The
other difference between the organizations
was that while AACL was an outspoken
advocate of Kosovo’s independence and
also asserted Albanian nationalistic goals,
NAAC was more moderate and advocated
Albanian issues that were consistent with
official US policy. These organizations are
both concerned with Albanian-related is-
sues, and while they may maintain a sort of
rivalry against one another, they accommo-
date Albanian-Americans, no matter what
country they originate from.
One of the oldest Albanian-American
organizations is the Pan-Albanian Federa-
tion of America - Vatra. While NAAC and AACL
continue to be the main actors for politi-
cal advocacy today, in the past Vatra was
more prominent. It prides itself on having
at one time had 80 branches across the
United States and Canada. Fan S. Noli, the
most famous Albanian-American, one of the
founders of Vatra and subsequently founder
of the Albanian Orthodox Church, went on
to become Prime Minister of Albania in 1924.
Vatra has recently opened its first chapter
in Washington, D.C. and intends to become
more politically active.
Other organizations include the
Albanian-American National Organization
(AANO) and the Albanian American Women’s
Organization - Motrat Qiriazi. The Albanian
American National Organization’s mission
is the promotion of Albanian customs and
traditions and the fostering of unity among
the Albanian-American community. AANO
also prioritizes supporting the academic
achievement of the Albanian community
and provides annual scholarships. Motrat
Qiriazi, meanwhile endeavours to empower
and improve the status of Albanian women
in the United States. The organization
holds an annual event to celebrate Interna-
tional Women’s Day and name the Albanian
woman and Albanian teacher of the year. It
holds numerous events throughout the year
on women’s needs.
Lastly, the Albanian-American Profes-
sionals and Entrepreneurs Network (APEN)
is the largest professional network for Alba-
nian-American professionals. It promotes it-
self as a platform for Albanian professionals
and entrepreneurs to meet and collaborate,
while also promoting the economic develop-
ment of the Albanian-inhabited lands of the
Balkans.

(iv) Relations between Kosovo Albanian
and Serb diaspora groups
As interviewees for this study stressed,
while the Albanian-American diaspora in
the United States is united in its support for
Kosovo, activities for the cause of independ-
ence have been continuously challenged by
Serbian diaspora groups. In this regard, the
underlying conflict between ethnic groups
is manifested too in the divisions between
diaspora groups.
An example mentioned in a few inter-
views is the role of the American Council
for Kosovo. The Council is a U.S. nonprofit
organization dedicated “to promoting a bet-
ter American understanding of the Serbian
province of Kosovo and Metohija and of
the critical American stake in the province’s
future.” According to the organization’s mis-
sion statement, the position of the Ameri-
can Council for Kosovo is that the United
States should “not support a misguided
course of detaching Kosovo from Serbia to
create an independent Muslim Albanian
state dominated by terrorist and criminal
elements.”
Both Kosovo Serb and Albanian diaspora
members in the U.S. commented that, given
that there are only a few Kosovo Serbs with-
in the Serbian diaspora in the U.S., collabora-
tion between the Kosovo Serb and Albanian
diaspora are “difficult”. The interviewees
believed that inter-ethnic cooperation is
more often to be found within Kosovo than
outside the country.
In this regard, an important aspect of the
diaspora communities is their association
with their “spheres”, rather than with their
particular countries of origin. As a region
where nation- and state-building has been
incomplete, diaspora groups have identified
themselves intensively with their ethnic
community and not their citizenship. This
situation poses a challenge for diaspora
Public Diplomacy efforts: how can peace-
ful multi-ethnicity be promoted as part of a
positive projected image of Kosovo, while
facing the ethnic fragmentation of diaspora
groups?
On the right: Bill Clinton statue,
Bill Clinton Bulevard, Pristina Kosovo

MICHIGAN / ILLINOIS /
WISCONSIN
1. Lidhja e Intelektualeve Sh-
qiptaro-Amerikane – Michigan
2. Shoqëria e Studimeve Sh-
qiptare / Society for Albanian
Studies – Macomb, IL
3. Friends of Albania - Chicago,
IL (http://www.friendsofalba-
nia.net)
4. American Albanian Cultural &
Religious Org - Berkeley, IL
5. The Albanian American
Muslim Society of Detroit Inc -
Harper Woods, MI
6. Albanian Aid Society - Livonia,
MI
7. Albanian American National
Organization / Organizata
Kombëtare Shqiptaro-Ameri-
kane – (Glendale Heights, IL;
Waterford, MI; Merrick, NY;
Burlington, MA) (http://www.
aano.org/)
WASHINGTON,
DISTRICT OF COLUMBIA
1. National Albanian Ameri-
can Council - Washington, DC
(http://www.naac.org/)
NEW YORK AREA (NY, NJ, CT)
1. Albanian American Civic
League – Ossining, NY
2. Albanian-American Women’s
Shqiptaro-Amerikane e Grave
“Motrat Qiriazi” - New York , NY
( http://www.aawomq.org/)
3. “Vatra” The Pan-Albanian Fed-
eration Of America / Federata
Pan-Shqiptare “VATRA” – Bronx,
NY
4. Federation of Balkan
American Associations (FEBA)
– Clifton, NJ (http://www.balka-
namerican.org/)
5. The Albanian American Public
Affairs Committee (PAC) – Elms-
ford, NY (http://www.aacl.us/)
6. Albanian-American Enterprise
Fund - New York, NY ( http://
www.aaef.com/)
7. Albanian Children Fund - New
York, NY (http://www.albanian-
children.org/eng/)
aano.org/)
Organization Scholarship Fund
Inc - Ballston Lake, NY ( http://
www.aano.org/)
10. Albanian-American Profes-
sionals and Entrepreneurs
Network (APEN) – New York, NY
(http://www.albanianprofes-
sionals.com/home.asp)
11. Jeta e Re (“New Life”)
Albanian American Community
Organization – Brooklyn, NY
12. Alba Soccer Association Inc
– Bronx, NY
13. The Albanian American
Chamber of Commerce (AACC) –
New York, NY
14. Ana e Malit Association –
Staten Island, NY
15. New Albanian Generation –
Bronx, NY
16. Plave Guci Foundation –
New York, NY
17. Dibra Motherland Asso-
ciation / Shoqata Atdhetare
Dibrane – Staten Island, NY
18. Shoqata e Atlantikut / The
Atlantic Association – Bronx, NY
19. The Society Of Albanian-
American Writers – Stamford,
CT
20. Albanian American Advisory
Council – Yonkers, NY
21. “Rozafati Parents” Associa-
tion of “Our Lady of Shkodra”
Parish / Shoqata e Prindërve-
”Rozafati” (http://albchurch.
org/) – Hartsdale, NY
22. Council of Belmont Organi-
zations / Këshilli i Organizatave
të Belmontit – Bronx, NY
23. “Mother Teresa” Association
of “Our Lady of Shkodra” Parish
– Hartsdale, NY
24. Albanian Community Center
- Wolcott, CT
25. Albanian Associated Fund
Inc - Paterson, NJ ( http://mak-
trader.com/ )
26. Akademia Shqiptaro Ameri-
kane e Shkencave the Albanian-
American - Brooklyn, NY
27. Albanian American Trade
and Development Foundation
Inc - Dunkirk, NY (http://www.
albaniabiz.org/front-page/
index.html)
28. Albanian-American Institute
Gjergj Kastrioti Skanderbeg -
Staten Island, NY
29. American Albanian Move-
ment Homeland Unites US Huu
- Bronx, NY
30. Albanian-American Social
Club Inc - Waterbury, CT
31. Albanian American Asso-
ciation of New Jersey - Saddle
Brook, NJ
32. Albanian-American Develop-
ment Foundation - New York,
NY (http://www.aadf.org/)
33. National Ethnic Albanian
American Foundation Inc. - Os-
sining, NY
organizations/
community centers
(v) List of Albanian diaspora organizations in the U.S.

MASSACHUSETTS
1. Albanian Immigration Out-
reach – Worcester, MA
2. The Frosina Information Net-
work – Boston, MA (http://www.
frosina.org/)
3. Albanian American Veterans /
Veteranët Shqiptaro-Amerikan –
West Newton, MA
4. New England Albanian Relief
Organization (N.E.A.R.O. Head-
quarters) – Worcester, MA
5. Massachusetts Albanian
American Society - Boston, MA (
http://www.maasbesa.org/)
6. Albanian American Medical
Society Inc - Boston, MA (http://
www.albamedsociety.org/)
aano.org/)
UNITED STATES – Other
1. “Iliria”Cultural Center /
Shoqata Kulturore “Iliria” - Car-
roloton, TX
2. Open Air Campaigners Alba-
nia Inc - El Cajon, CA ( http://
oacalbania.org/)
3. Albanian Human Rights Pro-
ject - Santa Monica, CA ( http://
albanianhumanrightsproject.
org/ )
4. American Albanian Encour-
agement Foundation Tr - St.
Louis , MO
5. Albanian American Associa-
tion of Cleveland Ohio - Cleve-
land, OH
6. Albanian Alps Institute -
Corvallis, OR ( http://www.
albanianalps.org/ )
7. Albanian Health Fund - Sara-
toga, CA ( http://www.albanian-
healthfund.org/ )
8. American Albanian Benefit
Foundation - Akron, OH
9. Organization for the Support
of Albanian Abandoned Babies -
Dubois, WY (http://www.osaab.
org/)
CANADA
1. Albanian-canadian Club
“Rinia” – Mississauga, Ontario,
Canada
2. Albanian-canadian Commu-
nity Association - Shoqata E
Bashkësisë Shqiptaro-kanadeze
– Toronto, Ontario, Canada
canada
united states

CATHOLIC
1. Kisha Katolike “Zoja e Sh-
qiptarëve” / “Our Lady Of The
Albanians” - Beverly Hills, MI
2. Kisha Katolike Shqiptare
“Zoja e Shkodrës” / “Our Lady of
Shkodra” – Hartsdale, NY
3. Kisha Katolike “Shën Pali”
/ St. Paul’s Albanian Catholic
Church - Rochester, MI
CHRISTIAN ORTHODOX
1. Albanian Orthodox Church
Holy Trinity - Milton, MA (http://
www.albanianholytrinity.org/)
2. St. Nicholas Albanian Ortho-
dox Church - Chicago, IL (http://
stnicholasalbanianchicago.
org/)
3. Kryepeshkopata Ortodokse
Shqiptare ne Amerike / Alba-
nian Orthodox Archdiocese in
America – South Boston, MA
4. Katedralja Ortodokse Sh-
qiptare e Shën Gjergjit / Saint
George Albanian Orthodox
Cathedral - South Boston, MA
5. St. John the Baptist Alba-
nian Orthodox Church – South
Boston, MA
6. Annunciation Albanian Ortho-
dox Church – Natrick, MA
7. St. Mary’s Assumption
Albanian Orthodox Church -
Worcester, MA
8. St. George Albanian Orthodox
Church – Trumbell, CT
9. St. John Chrysostom Albanian
Orthodox Church – Philadel-
phia, PA
10. St. Peter and St. Paul
Albanian Orthodox Church –
Philadelphia, PA
11. St. Thomas Albanian Ortho-
dox Church – Farmington Hills,
MI
12. St Premte Albanian Ortho-
dox Church – Cleveland, OH
13. St. Elia Albanian Orthodox
Church – Jamestown, NY
14. Albanian Orthodox Diocese
Of America – Las Vegas, NV
15. Holy Trinity Albanian Ortho-
dox Church – South Boston, MA
MUSLIM
1. Albanian Teqe Bektashiane in
America – Taylor, MI
2. United Albanian American
Islamic Foundation – Flushing
(Ridgewood), NY
3. Albanian American Islamic
Center / Qendra Islamike
Shqiptaro-Amerikane – Brook-
lyn, NY
4. Albanian Islamic Center of
Kosova, Plavë - Guci / Qendra
Islamike Shqiptare e Kosovës,
Plavë-Gucisë – Bronx, NY
5. Albanian American Cultural &
Islamic Center “Hasan Prishti-
na” / Qendra Kulturore Islamike
Shqiptare “Hasan Prishtina” –
Waterbury, CT
6. Albanian American Muslim
Community – Waterbury, CT
7. Albanian American Muslim
Association / Shoqata Islamike
Shqiptaro –Amerikane – Phila-
delphia, PA
8. Albanian American Islamic
Center / Qendra Islamike
Shqiptaro- Amerikane –Keno-
sha, WI
9. Albanian Islamic Center –
Dunedin, FL
10. Albanian Islamic Center Chi-
cago / Qendra Islamike Shqip-
tare në Chicago – Berkeley, IL
11. Albanian Islamic Center /
Qendra Islamike Shqiptare –
Harper Woods, MI
12. Drita Hyjnore Association
/ Shoqata “Drita Hyjnore” –
Bronx, NY
13. Islamic Unity And Culture
Center Of Plav-Gusinje – Long
Island City, NY
14. Albanian- American Islamic
Center of Queens Inc - Glendale,
NY ( http://www.aaic-of-queens.
com/)
15. Albanian Islamic Cultural
Center Inc / Qendra Kulturore
Islamike Shqiptare në Staten Is-
land – Staten Island, NY ( http://
www.aicc-ny.org/)
16. Albanian-American Islamic
Center New York and New Jer-
sey Inc - Garfield, NJ
17. Albanian-American Islamic
Center - Glendale, AZ
18. Albanian Islamic Cultural
Center Inc - Clearwater, FL
OTHER
1. Albanian Christians Inter-
national (Protestant Service
Organization) – Phoenixville, PA
2. Albania Canaan Missionary
Foundation - Fullerton, CA
religious centers
(v) List of Albanian diaspora organizations in the U.S.

part 2 linking diaspora with public diplomacy

(i) The idea of Public Diplomacy
Over the last few decades diplomacy has
developed beyond its traditional defini-
tion, according to which only governments
engage with one another. Civil society or-
ganizations, businesses, private groups and
individuals are increasingly involved in in-
fluencing public opinion on an international
scale and in shaping foreign policy goals.
Developed as a concept during the
Cold War, Public Diplomacy allows govern-
ments and the citizens of a given country to
influence other peoples and governments,
including modifying the latter’s decision-
making across a range of areas, from con-
sumer and trade relations to security and
diplomatic choices. In theory, each member
of society can play a role in Public Diplo-
macy to promote national interests, inform
and affect public opinion abroad. This can
fast-track issues of mutual benefit to the
country and its society. For small countries
in particular, Public Diplomacy is crucial as
it expands their sphere of influence.
In their book about the change of
discourse in diplomacy, Paradiplomacy in
Action (1999), Francisco Aldecoa and Michael
Keating argue that “politics and territory are
detached, as transnational political move-
ment or groups organized around common
interests compete with traditional forms.”
Public Diplomacy can thus be accomplished
by actors both inside and outside a country,
and foreign policy planning needs to take
the diaspora into account.
(ii) The roles of a diaspora
in Public Diplomacy
Migration can lead to friendships, busi-
ness partnerships, information-sharing and
cultural diversity – so-called ‘living links’. In
his article Diplomacy by Other Means, Mark
Leonard states that “diasporas can help
fill the demand for language skills… they
can provide cultural knowledge, political
insight, and human intelligence necessary
for successful foreign policy.” Leonard is
clear, however, that the diaspora’s impact
1. theoretical background

abroad is not necessarily positive. Those
who are seen as low-skilled, low-waged,
unmotivated, non-integrated, and prone to
committing crimes create a negative image
of their home countries.
As Alaa Abd El-Aziz in his study on Scop-
ing the Role of Canadian Diaspora in Global
Diplomacy and Policy Making, a diaspora
can have various roles in Public Diplomacy.
Firstly, a diaspora can serve as a “cultural
broker” bridging the differences between
countries. Secondly, diaspora can be seen
as “communication highways”. As Abd El-
Aziz points out, diaspora communicates in
ways which transcend national borders and
national media, influencing policy-making in
their home countries and abroad in the pro-
cess. Thirdly, a diaspora can serve a political
function, transporting policy values beyond
a country’s borders.
(iii) Diaspora and policy-making
When a diaspora integrates in its desti-
nation country, it can influence policy-mak-
ing from within foreign structures. At the
same time, diaspora members are “trans-
national citizens” with vital ties to families
and friends in their home country, which
allow for a consistent feeling of attachment
while living and working abroad.
If Public Diplomacy is to succeed, the
capacity to mobilize and organize non-res-
ident nationals regarding policy issues re-
lated to home affairs is necessary. Diasporas
have a high degree of emotional attachment
to and passion for their home countries,
as the geographical distance makes them
prone to nostalgia. As Ralf Gjoni pointed out
in his reflection on the Albanian diaspora
as a foreign policy actor, “diasporas feel the
need to express their solidarity with the
home country, thus materializing their emo-
tional attachment into political activism…
such political activism can be quite efficient
and far more partisan than normal state
politics as practiced by the home country.”
Public Diplomacy is seen as an activity
carried out in many ways and with many
partners. Within this, a diaspora can be
viewed as a resource and a strong partner
in efforts to promote a country’s interests
abroad. Governments can take advantage
by influencing and benefiting from diaspora
networks abroad.
n Edmund A. Gullion, Definitions of Public Diplomacy,
The Edward R. Murrow Center of Public Diplomacy,
http://fletcher.tufts.edu/murrow/pd/definitions.html
n Alaa Abd El-Aziz, et al., Scoping the Role of Canadian
Diaspora in Global Diplomacy and Policy Making,
Walter and Duncan Gordon Foundation, Toronto, 2005,
http://www.gordonfn.org/resfiles/Scoping_Role_Cana-
dian_Diaspora.pdf
n Ralf Gjoni, “The Albanian Diaspora: Foreign Policy
Actor,” Blog, June 5, 2006, http://ralfgjoni.blogspot.
co.uk/2006/06/albanian-diaspora-foreign-policy-actor.
html
n Mark Leonard, “Diplomacy by Other Means,” Foreign
Policy, No. 132 (Sep. – Oct., 2002), pp. 48-56
n Francisco Aldecoa and Michael Keating, Paradiplo-
macy in Action: The Foreign Relation of Subnational
Governments, London, 1999

As noted earlier, it is estimated that
around one third of the population of
Kosovo lives abroad. The second generation
of Kosovars living abroad are thought to be
even more integrated into their host socie-
ties than their parents and they tend to
have a higher level of education. Their pres-
ence abroad, wide personal and community
networks, knowledge, political insights, lan-
guage skills and cultural understanding are
all strengths which could be used to build
relationships with publics and governments
outside of Kosovo.
The return of members of the diaspora
to work for Kosovo institutions through
“brain gain” programs, their continuous in-
vestment in the private sector, and tourism
through visits to extended families shows
that many Kosovars do stay connected with
their home country. Although activities in
associations are not as widespread as in the
1990s, members of the diaspora maintain
family and cultural links with Kosovo.
The fact that many Kosovars have a for-
eign passport could enable Kosovo to reach
out to more distant places and their policy-
makers. The mobility of Kosovo residents,
on the other hand, is still limited by visa
restrictions.
Another strength is that the diaspora is
able to critically evaluate Kosovo’s transi-
tion. Their ability to assess processes in a
comparative perspective brings another
dimension of insights into Kosovo’s quest
for strengthened statehood.
2. strengths of kosovo’s diaspora
kosovo diaspora
integrated
foreign education
business skills
for foreign trade
metropolitan
travel mobility
foreign networks
critical evaluators
of kosovo’s transition
global presence

(i) The changing role of
Kosovo’s diaspora
Historically, Kosovo’s diaspora has
always played an important role, rallying
financial and political support for the cause
of independence. Especially during armed
conflict in the Balkans, Kosovars in exile
were able to quickly mobilize and pool
resources to support Kosovo’s cause and
attract international attention. Remittances
sponsored parallel government structures,
healthcare, education, sports and cultural
activities. Subsequently, in the late 1990s,
the diaspora was key in supporting and
financing the Kosovo Liberation Army (KLA)
and providing humanitarian aid.
Within the current post-independence
phase, the role of Kosovo’s diaspora is
changing. The 2009 Swiss Cooperation Of-
fice report (“Diaspora as a Driving Force for
Kosovo’s Development: Myth or Reality?”)
suggests that many associations in Switzer-
land seem to have lost their raison d’être
after the end of conflict in 1999. Further-
more, the report details that Kosovars living
in Switzerland “are almost entirely disorgan-
ized, lacking coordination, and feeling alien-
ated by Kosovar leaders that have failed to
bolster their organization.” Consequently,
Kosovo’s diaspora needs to redefine its com-
mon goal and purpose if it is to enter a new
phase focusing on helping to strengthen the
statehood of Kosovo, enhance the country’s
image and empower Kosovars at home and
abroad.
3. challenges to involving
kosovo’s diaspora
n Pre-War:
Pacifist
movement
n War-Time:
Funding KLA and
Humanitarian Aid
n Post-War:
Remittances,
Invesments
n Post-Independence:
Strengthening Statehood,
Enhancing Kosovo’s Image
(Public Diplomacy) and
Empowering Kosovo Citizens
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012

(ii) Governmental efforts
Various efforts have been already under-
taken regarding some aspects of diaspora
involvement. The Ministry for Diaspora was
established in 2011, with the mandate of
mobilizing, supporting and serving mem-
bers of the diaspora in protecting, promot-
ing and cultivating the language, cultural
and education links between members of
the diaspora and Kosovo’s governmental
institutions.
In its first year of existence, the Ministry
created an online educational platform for
children of Kosovar origin, eased admis-
sions criteria for diaspora young people
wishing to go to a state university in Ko-
sovo, and helped establish diaspora offices
within local municipalities of Kosovo.
The Ministry plans to establish Kosovo
Cultural Centers for Diaspora, initially in
New York and Istanbul, with the aim of
organizing, communicating, linking, educat-
ing, teaching, protecting and cultivating the
cultural identity of the diaspora. In addition,
registration of the diaspora is envisaged.
The Ministry of Foreign Affairs has estab-
lished a diaspora portfolio and appointed
a Deputy Foreign Minister (DFM) for Public
Diplomacy to communicate with publics
abroad. Several public diplomacy initiatives
have taken place in partnership with the
British Embassy, the British Council and the
Kosovo Foundation for Open Society (KFOS).
These initiatives have mainly aimed at com-
municating with the five EU members which
have not yet recognized Kosovo (Spain, Slo-
vakia, Romania, Greece and Cyprus), but also
reaching out to potential decision-makers
in transitioning countries like Egypt, Syria
and Tunisia. A conference aiming to explore
opportunities to better position Kosovo in
internet portals was organized by the office
of the DFM. The Ministry of Foreign Affairs
has prepared a list of honorary ambassadors
for Kosovo, which comprises notable people
abroad and some members of the diaspora,
including pop singer Rita Ora.
However, it would appear that a com-
prehensive strategy to link diaspora and
public diplomacy on all levels, ranging from
celebrities to every Kosovar abroad, has not
yet been initiated.

(iii) Diaspora outreach, acknowledge-
ment and encouragement as a practical
challenge
Despite numerous achievements in
different spheres of life and contributions
to diaspora and Kosovo issues, there are no
strong institutional frameworks that recog-
nize and empower members of the diaspora
for the work they do.
So far, two major forms of recognition
have been established: the Annual Awards
Gala by the National Albanian American
Council (NAAC) and the recent Diaspora
Award initiated by the Ambassador of
Kosovo in Switzerland. The Annual Awards
Gala honours members of the diaspora and
friends of Kosovo with medals of appre-
ciation for their contribution to Albanian
issues in the Balkans and work in promoting
Albanian culture. Past recipients include
Tony Blair, Marti Ahtisaari, Fadil Berisha and
Richard Holbrook.
The first Diaspora Award was granted to
Micheline Calmy-Rey, the Foreign Minister of
Switzerland, for the courageous stand she
has taken on the Kosovo issue. The latest
award honoured Xherdan Shaqiri, Swiss
sportsman of the year and a football player
for Bayern Munich, for his contribution to-
wards integration and promotion of a better
image for Kosovo.
However, in many of the interviews
carried out for this study, members of the
diaspora and associations criticized the
government of Kosovo for not creating a
better framework for the involvement of its
citizens abroad.
The Forum 2015 study on Diaspora
and Migration Policies had already noted
that the general feeling abroad is that the
diaspora is being ignored and not supported
or utilized. Interviewees for the present
study, too, expressed the concern that their
support given throughout the 1990s is not
acknowledged by the Kosovo government.
There is a significant risk that the lack of a
stronger approach towards diaspora groups
could result in the loss of their passion and
support for the homeland. This would have
long-term negative effects.

(iv) Diaspora views of Kosovo
Another challenge identified in the
round table discussions for this study is the
self-defeating negative image of Kosovo
held by Kosovars, which one person inter-
viewed described as the “glorification of
Kosovars’ own negativity”.
It can be observed among many Ko-
sovars living abroad that their attitude
towards their country of origin involves
negative sentiments. When asked about
Kosovo, many interviewees’ first thought is
that the government is corrupt and that the
country is in desperate need of economic
development.
As one interviewee put it: “Corruption
has become a brand for Kosovo by Kosovars
themselves. It is impossible and it does not
have to be like that. There are countries
that have high corruption (e.g. Italy), but not
such a predominant corruption image.”
Continually emphasizing negative as-
pects of Kosovo does not necessarily affect
the emotional attachment of the diaspora
towards Kosovo, but may well affect the
image which the diaspora communicates
about the country. This has an impact on the
way foreign audiences in the diaspora’s host
countries perceive Kosovo.
(v) Politicization of the diaspora
Ideological divisions between Kosovar
immigrants, especially among the older
generations, present a challenge for the vi-
sion of a more cohesive diaspora which was
expressed during interviews for this study.
Kosovars abroad often side strongly with
either the pacifist resistance movement of
the 1990s led by the Democratic League of
Kosovo or the militant resistance movement
led by the Kosovo Liberation Army (KLA) in
1997-1999.
The interviews showed that younger
generations are less and less influenced by
these ideologies, especially now that armed
hostilities have ended and militant fac-
tions have turned into political groupings
competing democratically within Kosovo
institutions. Nonetheless, it seems to be dif-
ficult for some elements of the diaspora to
bridge deep-rooted ideological divides.
As a new trend, the politicization of
the diaspora is becoming a new cause of
division. Political parties in Kosovo have
extended their rivalry into diaspora commu-
nities. According to some speakers during
the round table discussions for this study,
Kosovar migrants today have a tendency to
side with political parties rather than with
the community as a whole. Similarly, some
interviewees for this study felt that political

party divisions are exacerbating the lack
of cohesion among Kosovar communities
abroad . Indeed, there seem to be various
diaspora associations and groups, rather
than organizations open to all. (For more de-
tails, see the case study below on Kosovo’s
diaspora in the USA.)
(vi) Further within-group differences
Another challenge for the involvement
of Kosovo’s diaspora results from genera-
tional differences within Kosovo’s diaspora.
As the younger generation becomes more
immersed in the foreign education system,
culture and social life, their connections
with Kosovo are becoming weaker. Many
children of second-generation immigrants
do not grow up learning their parents’
language and culture, thus increasing their
detachment from Kosovo.
Within Kosovo, Kosovars who live
abroad are nicknamed “Schatzis”, a word de-
rived from German expressing that they are
special (“Schatz” means treasure). The nu-
ance is that the word implies a certain dis-
tance, “them versus us”, between Kosovars
living in Kosovo and those who live abroad,
as the latter are often perceived to be “bet-
ter off”. It is a challenge to keep Kosovo’s
diaspora connected with their families and
neighbors within Kosovo.
Another key challenge is that Kosovo’s
diaspora is mostly characterized as “Albani-
an”, instead of being “Kosovar”. Vice versa,
talk of Kosovo’s diaspora also tends to sole-
ly focus on Kosovo Albanians, which poses
difficulties for the multi-ethnic foundation
and commitment of the country. Defining
the Kosovo diaspora as a multi-ethnic social
group tends to be challenging, mirroring
the political processes within Kosovo.
Recognition
and Incentives
CHALLENGES
Generation Gap
Redefining Goal
and Purpose
Albanian vs.
Multi-Ethnic
The “Schatzi”
Dimension: Us
vs. Them
Politization of
Diaspora
Politization of
Diaspora
Glorification
of Home
Negativity

4. diaspora success stories
There are many success stories of Ko-
sovars living abroad and making their way
into business, media, arts, sports and even
politics. Utilizing and enhancing their social
standing abroad and opportunities for
public outreach as informal ambassadors
and public faces for Kosovo in a synergized
and strategic way could add tremendously
to Kosovo’s Public Diplomacy efforts.
The range of success stories is diverse
and global, allowing Kosovo to brand itself
in various ways and reach out to a wider
spectrum of audiences. A few are presented
in the following part.

Rita Sahatçiu Ora, born
in Pristina, is a singer and
actress who grew up in Lon-
don and lives in the UK.
Rita appeared with
Craig David in his 2007 hit
“Awkward” as well as in his
2008 hit “Where’s Your Love”
featuring Tinchy Stryder. Rita
Ora was spotted and signed
up by Jay-Z’s label Roc Na-
tion. While recording her de-
but album she got guidance
from Jay-Z and feedback
from Beyoncé. She has had
two No. 1 Singles in the UK
Charts in 2012. The first song,
“Hot Right Now”, was in
collaboration with DJ Fresh;
the second was “R.I.P” with
Tinie Tempah. Recently, Rita
released her single “How
We Do (Party)” in the United
States, performing live for
the first time in the TV show
“Good Morning America”.
Her first album, called “Ora”,
is expected to be releasee
in September 2012, and cur-
rently she is opening for the
Coldplay stadium tour across
the world.
Rita Ora mentions Ko-
sovo in many of her inter-
views, most recently in an
interview with Rap-Up TV in
February 2012: “I was born in
Kosovo, I moved to London
when I was one, I was born
in a little city called Pristina,
which no one really knows
about, and I am proud to
put it on a map out there
because we are a very patri-
otic country so we always
try to mention us wherever
we can because it is such a
great place.”
In her video diary on
1vibe she noted: “Kosovo is
such a small nation, so eve-
ryone who succeeds from
there is just a big deal. So
I am doing it for my family
and my country as much as
I am doing it for everyone
else.”
Since its release in
December 2011, Rita’s song
“Hot Right Now” has had
more than 26 million view-
ers in YouTube.
(i) rita ora
singer, actress
— “Rita Ora: ‘Jay Z Thinks I could be as big as Rihanna’,” The Guardian,
April 12, 2012, http://www.guardian.co.uk/music/2012/apr/12/rita-ora-jay-z
— “Rita Ora Talks Roots, Roc Nation, & Rolling with Jay-Z and Beyoncé,”
Rap-Up TV, Feb. 8, 2012, http://www.youtube.com/watch?v=CHGEca0sxsE&
feature=player_embedded#
— Rita Ora Video Diary, 1Vibe, Sept. 28, 2011, http://www.youtube.com/
watch?v=C-xlXNeZBsc&feature=player_embedded#t=127s
Source:Youtube

Petrit Ceku is a top-
world class classical guitar
player from Prizren, cur-
rently based in the United
States.
From 2002-2008 he stud-
ied at the Music Academy in
Zagreb, winning several top
prizes in numerous competi-
tions. For example, he was
awarded first prize in the
All-Croatian Competition in
Dubrovnik in 2003, first prize
in the Anna Amalia Competi-
tion for Young Guitarists
held in Weimar (Germany),
the Emilio Pujol guitar com-
petition in Sassari (Italy) and
the Andrés Segovia prize in
Velbert (Germany). In 2004,
he represented Croatia
in the European Music
Competition for Youth in
Dubrovnik and won first
prize, as well as the Croatian
Composers’ Union prize. He
was the only guitarist in the
Ferdo Livadic international
competition of young musi-
cians in Samobor (Croatia),
and won first prize by the
unanimous decision of the
jury.
Ceku was awarded the
Gold Medal in The Parkening
Competition in Malibu (USA)
in 2012 and second prize in
the Printemps de la Guitare
in Charleroi (Belgium). He
won the Pittaluga Competi-
tion in Alessandria, Italy in
2007.
In an interview in Ko-
sovo’s New Diplomat, Ceku
said “What I like most about
Kosovo is the style of its citi-
zens. The way they deal with
their everyday problems.”
Petrit Ceku has estab-
lished himself as one of the
leading guitarists of the
new generation.
(ii) petrit ceku
award-winning guitarist
— “Parkening Guitar Competition Names Petrit Ceku 2012 Gold Medal Win-
ner,” Pepperdine University, Press Release, June 2012, http://www.pepper-
dine.edu/pr/releases/2012/june/parkening-2012-winners.htm
— “The New Face of Kosovo, Kosovo’s New Diplomat,” Kosovo Ministry of
Foreign Affairs, Jan./Feb. 2012, p. 7, http://www.mfa-ks.net/repository/docs/
New_Diplomat_2.pdf
Source:KosovoForeignOffice

Sislej Xhafa is a contem-
porary artist from Peja, cur-
rently based in New York.
Xhafa is known for his
artistic questioning of
current social, economic
and political forms and at-
titudes. He uses a minimal
yet subversive language.
His work addresses themes
of human rights, diversity,
unity, transition and migra-
tion. He operates in various
media ranging from video,
sculpture and installation,
to drawing, performance
and photography.
He has exhibited his
work across Europe, North
America and Asia. Some of
his works have found a per-
manent home in the Palazzo
Grassi, Venice; Hardau City
Park, Y, Zurich; Röda Sten,
Göteborg; the Museum of
Contemporary Art, Detroit;
and other places worldwide.
(iii) sislej xhafa
contemporary artist
— Mario Codognato, “Still Untitled: Sislej Xhafa,” Museo D’Arte Contem-
poranea Dona Regina Napoli, http://www.museomadre.it/mostre_show.
cfm?id=103
— Giorgio Verzotti, “Openings Sislej Xhafa: Critical Essay,” Artforum Interna-
tional Magazine Inc., http://findarticles.com/p/articles/mi_m0268/is_9_39/
ai_75914284/
— Filiz Avunduk, “Non Unplugged2012. Sislej Xhafa,” Galeria Non, http://
galerinon.com/sislej-xhafanon-unplugged-2012
— SIslej Xhafa, Ford Project, http://www.fordproject.com/artists/sislej-xhafa
— “Black Hole: Sislej Xhafa,” E-FLUX, http://www.e-flux.com/announcements/
sislej-xhafa/
Source:TEDxPristina

Driton “Tony” Dovolani
was born in Pristina and
is currently based in New
York. He is a professional
ballroom dancer, instruc-
tor and judge, who became
known for his involvement
in the American version of
“Dancing with the Stars” on
ABC, as well as a coach to
Jennifer Lopez.
Tony began folk danc-
ing aged three. He was 15
when he and his entire
family moved to the United
States, where he attended
the Fred Astaire Dance
Academy. Among other
roles, Dovolani played the
Latin bad boy competitor,
“Slick Willy”, in the hit film
“Shall We Dance.” He also
provided the inspiration
behind a dance sequence in
“Toy Story 3” featuring Buzz
Lightyear. He was one of
the judges for the 2011 Miss
America competition.
Dovolani has received
several awards for his work:
in 2006, he was nominated
for an Emmy for outstand-
ing choreography for “Danc-
ing with the Stars”. He has
also been the PBS America’s
Ballroom Challenge Rhythm
Champion, the Emerald Ball
Open Professional Ameri-
can Rhythm Champion, the
United States Open Rhythm
Champion and the World
Rhythm Champion.
In an interview, Dovolani
said: “I think I gain a place
in Heaven if I do something
for my country, Kosovo. That
is the motto we live in our
family, that’s the motto I live
every single day of my life.”
In 2009 Dovolani and
his dancing partner Melissa
Rycroft reached the finals
in “Dancing with the Stars”.
The show was watched by
more than 20 million view-
ers. In 2012 his partner for
the series is tennis legend
Martina Navratilova.
(iv) tony dovolani
professional ballroom dancer
— “At Home With Tony Dovolani,” WCVB TV, Nov. 25, 2009, http://www.
youtube.com/watch?v=Z7jbZLwcUQc
— Tony Dovolani, Personal Homepage, http://www.tonydovolani.com
Source:TonyDovolaniMyspace

Fadil Berisha is a world-
famous fashion photog-
rapher living in New York,
who was born in Albania but
spent most of his childhood
in Kosovo.
Since 2002, Fadil has
been the official photogra-
pher for the Miss Universe
and Miss USA contestants
and winners. As the exclu-
sive photographer for Rolex
since 2007, he has been
traveling the globe to pho-
tograph celebrities such as
Roger Federer, Ana Ivanovic,
Placido Domingo, Phil Mick-
elson and Gustavo Dudamel
for this classic brand.
Many of the world’s
most sought-after stars
have been photographed by
him, including: Halle Berry,
Bill Clinton, Snoop Dogg,
Donald Trump, Tyra Banks,
Isabella Rossellini, and
Renée Fleming.
As Fadil has commented
in several interviews,
Kosovo remains close to his
heart. In 1998, he travelled
to witness the Kosovo War
firsthand and documented
the tragedy in a series of
emotional photos which
he displayed in the United
States to raise awareness
of the devastation faced
by the people of Kosovo.
He also created the Kosovo
Relief Fund to help families
who lost loved ones in the
war. He continues to spon-
sor upcoming models and
photographers from Kosovo
to help them begin success-
ful careers. In collaboration
with Eliza Dushku, a Hol-
lywood actress of Albanian
origin, Fadil produced a
documentary to promote
Albania.
For his work, Fadil Beri-
sha has been awarded the
the “Lifetime Achievement
Award” by the National
Albanian American Council
in 2009.
(v) fadil berisha
fashion photographer
— “Meet Beauty Photographer: Fadil Berisha,” Social Vixen, Aug. 9, 2011,
http://www.socialvixen.com/entertainment/celebrity-sightings/celebrity/
meet-beauty-photographer-fadil-berisha/
— Fadil Berisha Photography, Personal Homepage, http://www.fadilberi-
sha.com/
Source:FadilBerisha

Xherdan Shaqiri was
born in Gjilan and plays
today as a footballer for
FC Bayern Munich in the
Bundesliga as well as for the
Swiss national team.
In 2007, playing in the
Under-15 Nike Cup, he was
named the best player of
the tournament. At the end
of the 2009-2010 season,
Shaqiri won the national
Double with Basel and
also the League Champion-
ship title. In 2011, Shaqiri
provided two assists in the
match against Champions
League runner-up Manches-
ter United, which ended
with a score of 2–1 for Basel
and was the first time since
2005 that United had failed
to reach the knock-out stage
of the Champions League.
In 2011, Shaqiri became the
Credit Suisse Player of the
Year. On February 2012, FC
Bayern Munich paid around
10 million euros for his
transfer.
In an interview with
Albinfo in December 2011,
Shaqiri stated: “Kosovo is
the land of my birth. It is
50 percent of my heart. I go
there at least twice a year.
(…) As for Kosovo: Kosovo
has many talents. But it will
take much time to establish
a good infrastructure, so
that we can build a state
that has a good standard of
living.”
In another interview
for Livenet, Shaqiri stated:
“I am from Kosovo - I’m a
Kosovo-Albanian.” The Swiss
news portal wrote after the
interview: “Apparently, Ko-
sovo Albanians are not only
speeders and daredevils!”
Xherdan Shaqiri was pre-
sented the Diaspora Award,
which is given on a yearly
basis to a personality who
has contributed to peace
and development in Kosovo,
enhancement of its image,
promotion of the cultural
values as well as integration
of Kosovars in Switzerland.
(vi) xherdan shaqiri
elite football player
— “Shaqiri: Mein Herz gehört zur Hälfte Kosova,” Albinfo, Dec. 16, 2011,
http://www.albinfo.ch/de/node/49474
— “Ich bin ein Kosovo-Albaner,” Livenet, Sept. 11, 2011, http://www.livenet.
ch/magazin/gesellschaft/ethik/196553-ich_bin_ein_kosovoalbaner.html
— “Xherdan Shaqiri dekorohet me cmimin “Diaspora” per vitin 2012,” Embas-
sy of the Republic of Kosovo, http://www.ambasada-ks.net/ch/?page=1,8,95
Source:WikimediaCommons

Fatmire Bajramaj, who is
originally from Istog/Burim,
is a women’s football star
who plays for the German
National Team.
Fatmire made her debut
for Germany’s senior na-
tional team in October 2005
against Scotland. One year
later, she won 2006 UEFA
Women’s Under-19 Champi-
onship at a junior level. In
2007, Fatmire won the FIFA
Women’s World Cup with
the German National Team.
In 2010, she was placed
3rd in the 2010 FIFA Ballon
d’Or competition, an annual
award given to the world’s
best football players. In
2011, she moved to FFC
Frankfurt for the 2011-12
season, which was the
most expensive transfer in
women’s Bundesliga history.
The Guardian quotes the
head of the German Football
Association on Bajramaj’s
appointment: “’This is an
honour that has only been
bestowed on one other
German woman – chancel-
lor Angela Merkel’… [He]
described the two players
as perfect ambassadors for
their sport and a role model
for many girls.”
When speaking of her
dedication to Kosovo when
at the German Embassy
in Accra, Ghana, Bajramaj
said: “I go to schools where
there are large numbers of
foreigners’ children. Many
children who fled from
Kosovo experienced worse
things than I did. I want to
show them that you mustn’t
think in false categories, but
have to listen to your heart.”
Her profile is featured
in many official websites
of Embassies of the Federal
Republic of Germany across
the world. The profile of Ba-
jramaj and football is used
as a way to communicate
with publics abroad. In 2010
she was an ambassador for
the EU Year for Combating
Poverty and Social Exclu-
sion.
(vii) fatmire bajramaj
— “An Extraordinary Woman: Fatmire Bajramaj,” German Embassy Accra,
Ghana, http://www.accra.diplo.de/__Zentrale_20Komponenten/Themen-
pakete/Papierkorb/Frauenfussball__WM__2011/Fatmire__Bajramaj__
en.html?site=35939
— “Fatmire Bajramaj: Football’s New Face,” The Guardian, March 18, 2011,
http://www.guardian.co.uk/lifeandstyle/2011/mar/18/fatmire-bajramaj-
football-german-women
— “Fatmire Bajramaj: Integration durch Fußball,” German Government,
http://www.bundesregierung.de/Content/DE/Magazine/MagazinEnt-
wicklungspolitik/088/s3-fatmire-bajramaj-integration-durch-fussball.
html
Source:GermanForeignOffice

Lorik Cana, a top league
footballer who was born in
Pristina, plays for SS Lazio
as a defensive midfielder
and is captain of Albania’s
national football team.
As a child, Cana and his
family left Kosovo during
the war in 1991, fleeing to
Switzerland and then to
France. He played for Paris
Saint-Germain FC and was
then captain of Olympique
de Marseille and Sunderland
FC. Before he transferred to
SS Lazio, he played for the
Turkish club Galatasaray SK.
In an interview with the
UK’s Daily Mail in 2009, he
noted:
“I always want to give
back to my family, my
people, my country. That’s
the most important thing
for me. That’s my aim, my
target, my goal. I always
want to be on top as a man
and a footballer because
it’s important to give a good
image of my country. (…)
It is important that when
you can, you must try and
give a good image to other
people.”
Talking about Kosovo
in the Guardian in 2009, he
added:
“The war was terrible
for our people. I didn’t lose
many persons in my fam-
ily but friends and former
neighbors died and others
had their houses destroyed.
At first it was really hard for
me to play football because
I was always thinking about
the war. The worst thing
was that, for eight or nine
years, there was no pos-
sibility for me to go back to
Kosovo, no possibility to see
the rest of my family and
friends.”
In February 2008, fans
of FC Marseille waived a
banner congratulating Cana
on Kosovo’s independence.
Thousands of fans joined in
the cheering. Cana is also a
United Nations Ambassador
against poverty.
(viii) lorik cana
— “Albania’s Ambassador Lorik Cana finds Refuge in the Sunderland
Spotlight,” The Guardian, Sept. 19, 2009, http://www.guardian.co.uk/
football/2009/sep/19/lorik-cana-sunderland-interview-kosovo
— “Cana has gone from Kosovo Refugee to a Sunderland Hero,” Daily
Mail, Sept. 18, 2009, http://www.dailymail.co.uk/sport/football/arti-
cle-1214492/Alas-poor-Lorik--Cana-gone-Kosovo-refugee-Sunderland-
hero.html
Source:WikimediaCommons

Luan Krasniqi is a retired
professional boxer from
Junik in Kosovo. He is cur-
rently based in Germany.
Krasniqi was European
Heavyweight Champion
(2002, 2004-2005), German
Heavyweight Champion
(2001-2002) and the World
Boxing Organization (WBO)
Interconti Champion in
2007. In May 2006, he was
ranked no. 1 by the WBO. In
1996 at the Olympic Games
in Atlanta, he beat future
amateur and professional
champion Ruslan Chagaev
and reached a semi-final
bout against Félix Savón.
Krasniqi won the Bronze
medal in the Olympic Games
in Atlanta - the first in the
heavyweight division for
Germany since 1976.
At the World Champion-
ships in Berlin in 1995, Kras-
niqi beat Olympic champion
Wladimir Klitschko. Repre-
senting Germany, he partici-
pated in the multi-nation
tournament in Liverpool
(UK) and won a gold medal.
He confirmed his success
with another gold medal at
the German Championships
in Berlin.
Talking about Kosovo in
an interview with Albaneur,
Krasniqi said: “Also the
Germans knew that during
my whole life in the ring, I
have fought for Kosovo and
my nation...”
Luan Krasniqi ended his
career as an active boxer
in 2011. Besides being a
professional boxer, he is an
interpreter and a wholesal-
er. He remains engaged as a
promoter of the sport and
young talents.
(ix) luan krasniqi
professional boxer
— Krasniqi Fan Blog, http://luankrasniqi.blogspot.com/
— Luan Krasniqi, Personal Homepage, http://www.luankrasniqi.com/
Source:LuanKrasniqi

Ylfete Fanaj is a council-
lor in the canton of Lucerne
in Switzerland and a mem-
ber of the political commis-
sion of the Cantonal Coun-
cil. Fanaj was born in Prizren
and left Kosovo during the
war in 1991. She is one of the
few Kosovars who are active
on the political scene of
their host country.
Since 2003 she has been
active as an inter-cultural
mediator in schools in
Switzerland. Between 2005
and 2008 she served as on
the board of a non-gov-
ernmental political forum
in Luzern. Between 2005
and 2010 she worked for a
non-governmental organi-
zation for asylum seekers
in Switzerland. Since 2005
Fanaj has headed a centre
for inter-cultural education
which focuses particularly
on supporting children with
a migration background.
Between 2007 and 2011 she
served as city councillor at
large in the City Council of
Lucerne. During that time
she was a member and Vice-
President of the Social Com-
mission. In 2011 Fanaj joined
the Cantonal Council.
Fanaj is the President
of Secondos Plus, a pro-
immigration lobby group.
In this capacity she has
been actively working
against anti-Kosovar ads
and deprecatory political
debates against Kosovars
in Switzerland. She has
advocated for more support
to help Kosovo immigrants
in Switzerland to integrate
better into the host society
and for equal opportunities
for children with a migra-
tion background. Her work
against discrimination and
solidarity has attracted
considerable local media at-
tention. Fanaj appeared on
Swiss national television in
the documentary “The Good
Albanians”, which portrayed
successful migrants in Swit-
zerland.
(x) ylfete fanaj
successful politician abroad
— “Die guten Albaner - Erfolgreiche Migranten in der Schweiz”, Schweizer
Fernsehen, Nov. 24, 2011, http://www.videoportal.sf.tv/video?id=977cea47-93c2-
46f0-9fb9-4f6ae65e16cb
— “Anti-Kosovar ads ignite fiery debate”, World Radio Switzerland, Aug. 30,
2011, http://worldradio.ch/wrs/shows/national/swiss-peoples-party-anti-
kosovar-ads-ignite-fiery-.shtml?26225
— “SVP under fire for anti-Kosovar campaign”, The Local, Aug. 31, 2011, http://
www.thelocal.ch/1017/20110831/
— Blerim Shabani, “Kush është Ylfete Fanaj?”, Albinfo, April 11, 2011, http://
www.albinfo.ch/e-diaspora/integrimi/kush-%C3%ABsht%C3%AB-ylfete-
fanaj-20075
— Ylfete Fanaj, Personal Homepage, http://www.ylfetefanaj.ch
Source:YlfeteFanaj

Famous Famiglia Piz-
zeria was founded by the
Albanian family Kolaj,
who came from Kosovo, in
August 1986, in the heart of
New York City.
Today, the company
operates more than 100
units throughout the U.S.,
China and Mexico. Famous
Famiglia pizzeria is the
“Official Pizza of the New
York Yankees” and is ranked
by Entrepreneur Magazine
as a “Top 25 Franchise”
and a “Top 50 Enterprise”.
Pizza Famiglia is one of the
fastest growing brands in
the U.S.. In 2011, Famous
Famiglia was featured in the
premier episode of Trump’s
“Celebrity Apprentice”.
The New York Times
reported about the chain:
“The mostly Albanian crew
tosses pizza dough beneath
flags and posters celebrat-
ing the struggle of their
brethren in Kosovo. The
pizzeria also sells burek, an
Albanian meat pie.”
In an interview with FOX
Business in 2009, co-founder
Giorgio Kolaj told the story
of the family’s flight from
Kosovo to Italy and after-
wards to the U.S. during the
Communist era (see further
notes at the right). In 2010,
Giorgio Kolaj was the Ernst
& Young LLP Entrepreneur
of the Year Award in the
category Retail, distribution
and manufacturing, which is
one of the most prestigious
awards for entrepreneurs.
Today, the chain is still ex-
panding its award-winning
brand across the globe,
in the Middle East, North
Africa and East Asia.
(xi) famous
famiglia Pizzeria
world business chain
— “FOX Business Interview Giorgio Kolaj of Famous Famiglia,” FOX News,
June 18, 2009, http://www.youtube.com/watch?v=pVwiows2aD0
— “Sarah Palin, Donald Trump split a Pepperoni Pizza at Famous Famiglia in
Times Square,” Daily News, May 31, 2011, http://www.nydailynews.com/news/
politics/sarah-palin-donald-trump-split-a-pepperoni-pizza-famous-famiglia-
times-square-article-1.142502
— “The Albanian Connection; As Italians Move Up, a New Group Does
the Pizza and Pasta,” New York Times, April 3, 2001, http://www.nytimes.
com/2001/04/03/nyregion/the-albanian-connection-as-italians-move-up-a-
new-group-does-the-pizza-and-pasta.html?pagewanted=all&src=pm
source:FamousFamigliaPizzeria

part 3 comparing diaspora
involvement worldwide: case studies
The role of the diaspora is becoming in-
creasingly important for the public diploma-
cy policies of a wide spectrum of countries,
particularly those which, historically, have
large diasporas. There is no single way to
use a diaspora as a tool and social capital
for image-building. Different countries
have determined different roles for their
diasporas in public diplomacy based on
their historical and geographical contexts
and their particular needs. For the purpose
of this policy study, the experiences of four
countries will be examined: Israel, Armenia,
Serbia and Rwanda.
The case of Israel demonstrates the
internet as a tool for preparing each mem-
ber of a diaspora to become an informal
ambassador. The case of Armenia focuses on
the role of government in stimulating and
empowering a diaspora’s image-building
activities through incentives and awards. As
a post -conflict country which has economic
diplomacy as its core approach to world
affairs, Rwanda’s case presents the govern-
ment’s quest to organize and mobilize its
diaspora in promoting the country and its
story. The case of Serbia provides an exam-
ple of an alternative utilization of a dias-
pora, in particular the Kosovo Serb diaspora,
for Kosovo-related issues.
The study does not aim to make any
judgment about the rights and wrongs of
any of the countries covered. The purpose
is simply to describe examples of public
diplomacy policy which could be considered
for use in the Kosovo context.

1. armenia
Armenia has one of the largest diaspora
groups in the world, spread out in more than
one hundred countries. It is estimated that
there are three times more Armenians living
abroad than in the home country. As one of
the most active diasporas in terms of inter-
est in home affairs, the case of the Armenian
diaspora presents a good example of how
a government can play a role in mobilizing
its diaspora to enhance the image of the
country.
(i) Awards and incentives: stimulating
diaspora activity
The Armenian Ministry of Diaspora has
established a set of awards and medals for
members of the Armenian diaspora, in order
to encourage individuals and organizations
to implement projects of various types.
These projects may reinforce the partner-
ship between Armenia and its diaspora, or
contribute to preservation of the Armenian
identity.
The following medals aim to recognize
the work of diaspora members in five differ-
ent spheres of life, covering a wide range of
demographics, professions and activities.

The Diaspora Gold Medal is
awarded to those making
a notable contribution to
strengthening relations
between Armenia and its
diaspora, or relations with-
in Armenian diaspora com-
munities; achievements in
educating young Armeni-
ans; enhancing Armenia’s
reputation through profes-
sional activities; or preserv-
ing Armenian identity.
Similarly, the William
Saroyan Medal is awarded
for contributing to the
dissemination of Armenian
culture in the diaspora;
developing the partnership
diaspora through creative
activities; and making great
contributions to strength-
ening relations between Ar-
menia and the diaspora or
relations within Armenian
diaspora communities.
The Poghos Nubar Medal
is awarded for charitable
activities in Armenia and
in diaspora communities;
providing special ser-
vices to the preservation
of the Armenian identity;
strengthening practical
ties between the Republic
of Armenia and its dias-
pora; solving scientific,
educational, healthcare,
athletic and cultural issues
in Armenian communities;
and making great contribu-
tions to the development
of the partnership between
Armenia and its diaspora.
The Komitas Medal is
awarded for promoting
Armenian arts among
the diaspora; high-level
creativity and performance
in this sphere; and for
considerable contributions
to activities which develop
the partnership between
Armenia and its diaspora.
The Arshil Gorky Medal is
granted for promoting fine
art, painting, sculpture
and drawing; achieving suc-
cess in the sphere; raising
awareness of Armenian arts
among the diaspora; and
for considerable contribu-
tions to activities which
develop the partnership
diaspora.
Source for pictures: The Ministry of Diaspora of the Republic of Armenia http://www.mindiaspora.am/en/Medalner

In a recent official visit to Belgium, the
President of the Armenia made a statement
reflecting the country’s position towards
the diaspora and the role it can play in
diplomacy: “Armenian diasporas all over
the world represent an exceptional power…
[The] Armenian diaspora of Belgium is a
bridge, which connects two states and helps
to improve bilateral relations between Ar-
menia and Belgium.” The Armenian govern-
ment implements a wide variety of projects
to strengthen relations with the diaspora.
One tool which the government uses
consists of awards. In 2012, in its annual Pan-
Armenian awards ceremony, the Ministry
awarded around fifty individuals and organi-
zations for their contribution to preserv-
ing the Armenian identity. Past recipients
have included eminent Armenians abroad,
academics, scientists, businessman, sport-
speople, artists and community organizers.
Other awards from the Ministry which have
a financial component include contests for
the Best Mother-Language Teacher and the
Best Armenian Youth Organizations. Public
figures from the Armenian diaspora were
presented with their awards by the Presi-
dent of Armenia.
(ii) Diaspora outreach through the
internet
A particular aspect of the Armenian
approach to awards and incentives within
the country is to allow diaspora members
to participate in all competitions as equal
members of the Armenian population, be-
sides having specific awards dedicated to di-
aspora. For example, in a recent contest for
the Information Technology (IT) Education
Award for university students in Armenia,
the Armenian President awarded the Best
Diaspora Armenian participant as well.
The Ministry of Diaspora uses the inter-
net as one of its main ways to engage the di-
aspora, especially young people. A series of
teleconference and video conference events
are organized between members of the
government and diaspora representatives
on specific issues pertaining to communities
abroad, home affairs and state interests. The
Ministry has also produced an information
corner with the aim of educating diaspora
members, particularly young people, about
Armenian culture, history and people. The
information corner includes sections called
Proud to be Armenian, Let’s Learn Arme-
nian, Armenian Organizations and History
of the Armenians. A Virtual Museum of the
Diaspora about Armenia has been produced

in order to make it easier for Armenians to
access resources, and a programme called
Our Greats was established in order to shed
light on the lives and careers of renowned
Armenian individuals. Getting to learn more
about the past, their roots and the posi-
tive attributes of the country, the Ministry
seeks to prepare young Armenians to stay
connected with their home and also serve as
good ambassadors of the country.
(iii) Sister school program
Other notable programmes implement-
ed by the Armenian Ministry of Diaspora
include: the Sister Schools program between
schools in Armenia and those abroad; estab-
lishment of an online e-library of Armenian
literature; publication of a multi-lingual
electronic newspaper; a multi-lingual trans-
lation database; organization of scientific
forums and research awards; organizing
two-week visits to Armenia for diaspora
young people who stay with host fami-
lies, visit historical sites and learn about
Armenian culture; and supplying communi-
ties abroad with educational and popular
literature.
n “Armenian Minister of Diaspora awards recipients
of 2011 Pan-Armenian Awards”, Tert AM, Jan. 19, 2012,
http://www.tert.am/en/news/2012/01/19/spyurq/
n “Public figures of Diaspora, Armenia granted
presdienttial awards”, PanArmenian, Sept. 17, 2011,
http://www.panarmenian.net/eng/news/78416/
n “Diaspora Armenian businessman awarded”,
Hayern Aysor, Feb. 28, 2012, http://en.hayernaysor.
am/1330420672
n “Armenian diaspora all over the world represent an
exceptional power – President Sargsyan”, News AM,
March 6, 2012, http://news.am/eng/news/96099.html
n “RA President to grant IT Award to the Best Diaspora
Armenian Participant as well”, Hayern Aysor, June 27,
2012, http://en.hayernaysor.am/1340787069

2. israel
Israel has been extremely active in
mobilizing its diaspora for Public Diplomacy
efforts. Governmental activities on diaspora
issues are carried out and coordinated by
the Ministry of Information and Diaspora.
(i) Explaining Israel
One of the Ministry’s activities is running
the “Explaining Israel” project under the slo-
gan “Together, we can change the picture”.
The website provides Ministry of Informa-
tion and Diaspora information on topics
such as “Israeli Pride! International Achieve-
ments”, “Israel in the World Myth vs. Real-
ity”, “Israel and the Arab World” and “Tips
for the Novice Ambassador”. As the Ministry
states, the website should make it possible
“to arm” every citizen “with information and
pride in Israel’s global contributions and his-
tory and to present a more realistic image
of Israel to the world.” The intension is that
each and every citizen can be an ambassa-
dor of the country.
Israel’s Minister of Public Diplomacy and
Diaspora Affairs, Yoel Yuli Edelstein, calls for
wide public support in his message to the Is-
raeli diaspora on the governmental website:
“You can bring about a change! Every
single one of you has the ability to improve
Israel’s image in the world. You have the
power to defend both the state’s image
and the Israeli people’s honor. You can do
it through advocacy, “hasbara”, by giving
people the facts and the right messages, and
through proper behavior that shows respect
both for the people and places that you
visit, and for the place that you come from.”
(ii) Practical guidance for citizens
In its section on “Tips for the Novice
Public Diplomat”, the Ministry offers a
whole self-training program for enhancing
personal communication skills and rhetoric
“to get… messages across as effectively as
possible”.

Aiming to counterbalance mispercep-
tion about Israel and its relation to the Arab
World, the Ministry of Information and Dias-
pora provides a sample set of explanations
and arguments on such crucial topics as the
“The Green Line – The Most Talked-About
Line in the News”, “Jewish Settlement”, “Is-
rael, Syria and the Golan Heights”, “The Arab
and Jewish Refugee Issue” and “Milestones
in Israel-Arab Relations”. It also includes a
“Complete Israeli-Palestinian Conflict Glos-
sary”. According to the Ministry’s website:
“Israel is one of the most widely scru-
tinized countries in the world. Israel’s
relations with the Arab world supply the
media with topics for reports, some of them
as unfolding news coverage and others as
premeditated stories. The way the Israeli-
Arab conflict, both with the Palestinians
and Arab states or other Islamic countries,
is perceived in the world affects the global
public opinion of Israel, as well as inflating
false myths and prejudices and increasing
their dissemination around the world.”
(iii) Diaspora-homeland partnerships
Recently, in June 2012, the Ministry of
Public Diplomacy and Diaspora launched
together with the World Zionist Organiza-
tion (WZO) and US-based organization
Jewish Heritage a new project entitled
“Connecting”. As reported by YNet News, the
project particularly aims to deepen Jewish
identity among Israelis and their children.
“The activities will include events and
ceremonies surrounding Israeli holidays and
remembrance days, youth groups, lectures,
Bar-Mitzvah prep, parents’ guidance”, and
also “a designated website and hotline”
which will “offer counsel and guidance to
Israelis abroad.”
At the end of June 2012, the Ministry
of Public Diplomacy and Diaspora Affairs
organized a “Global Village 2012” conference
on “Diaspora-Homeland Partnerships” bring-
ing together cabinet ministers, experts and
NGO leaders from the Jewish diaspora and
other diasporas to examine ways that dias-
pora communities could help their countries
of ancestry. A main focus has been to “maxi-
mize and sustain the impact of diaspora re-
sources, goodwill and commitment, and the
evolving nature of the diaspora-homeland
relationship in philanthropy, investment,
diplomacy and the exchange of knowledge”,
as the The Jerusalem Post reported.
How can you put across
important messages about Israel?
n Tell your own personal story. Don’t be afraid of sharing
your feelings and experiences with the people you talk to.
After all, and before all else, we’re all human beings.
n Beware of long, sermonizing monologues that are hard
to follow.
n Let your partners in the conversation speak as well; be
sensitive to the need for taking turns.
n Ask questions and take an interest in what they say, too.
n Relate to what your conversational partners tell you
instead of just focusing on what you want to say.
n Try to think of new viewpoints you can provide. For
instance, if the subject of the Israeli-Palestinian conflict
comes up and the other side implies that the Palestinians
have been here forever, don’t attack! Try to gently remind
them that each side has its own truth, and that history
shows us that the Jews settled in Israel long before the
Arabs ever arrived.
n Express yourself clearly so you will be easily understood.
n Keep your sense of humor and don’t get caught up in
wearisome discussions that portray Israel as a victim.
n When you want to drive home a point, use personal
examples. That’s always better than rattling off academic
information and statistics.
n A picture is worth a thousand words – carry around
pictures from home to get your message across. And if you,
for example, want to show Israel’s size, point it out on a
map!
n Decide on 2-3 messages that you want to convey; make
sure to refrain from giving too many messages at once.
Include one of your messages in every example, picture or
story.

(iv) Israel bonds
As Minister Edelstein highlighted in the
The Jerusalem Post, other countries could
learn from Israel‘s concept of so-called
“Israel Bonds”. The bonds are debt securi-
ties issued by the Government of Israel.
Most bonds have a fixed interest rate, and
the Government repays its debts after a
period or 2, 3, 5 or 10 years. Israel Bonds
were introduced in 1951 after the 1948 Arab-
Israeli War. The project’s slogan is “Not Just
A Bond: A Bond With Israel”. The accumu-
lated funding is used by the Government
to implement infrastructure projects and
invest in other large public projects which
need financial support at a low rate of inter-
est. The program secured “worldwide sales
[of] over $34 billion USD” and “facilitating
the rapid development of Israel’s economy”,
as the Government stresses on the sales
website of the bonds. It reiterates that “the
sale of bonds [has] played a decisive role
in Israel’s rapid evolution from nascent
state to elite nation.” Israel Bonds have
proven to be especially profitable for Israel
as many US lenders have finally written off
large amounts of debt, as Anupam Chander
explains in his analysis of Diaspora Bonds
(2011).
n Steve Linde, “Countries can Learn from Israel-
Diaspora Model”, The Jerusalem Post, June 21, 2012,
http://www.jpost.com/DiplomacyAndPolitics/Article.
aspx?id=274635
n Itamar Eichner, “Diaspora Ministry Reaches Out
to Israelis Abroad”, YNet News, June 17, 2012, http://
www.ynetnews.com/articles/0,7340,L-4231377,00.html
n Jeremy Sharon, “New Group Works on Israel-
Diaspora Ties”, The Jerusalem Post, Feb. 27, 2012,
http://www.jpost.com/JewishWorld/JewishNews/
Article.aspx?id=259527
n Anupam Chander, “Diaspora Bonds”, New York
University Law Review, Vol. 76 (2001), 1005, http://
papers.ssrn.com/sol3/papers.cfm?abstract_id=275457
n Anshel Pfeffer, “Minister of Information and
Diaspora: The Emptiest Job of All”, Haaretz, April 3,
2009, http://www.haaretz.com/print-edition/news/
minister-of-information-and-diaspora-the-emptiest-
job-of-all-1.273437
n Israel Ministry of Information and Diaspora, http://
masbirim.gov.il/eng/
n Israel Bonds, http://www.israelbonds.com

3. rwanda
(i) The Diaspora General Directorate
The Rwandan government recognized
the importance of diaspora around the
world by creating the Diaspora General
Directorate (DGD) in June 2008. The mission
of this organization is to “mobilize [the]
Rwandan Community Abroad for unity/ co-
hesion among themselves targeted for the
promotion of security and socio-economic
development of their homeland.” As well
as aiming to improve Rwanda’s image, the
organization works towards the transfer
of skills to the country and creating a good
environment for financial investment and
remittances. It provides information on
investment opportunities, consular services
and assistance for members of the diaspora
who wish to settle in the country.
Among the main activities of the DGD, it
is worth highlighting the Rwandan Diaspora
retreats. These are week-long events where
different stakeholders get together and
plan activities for the diaspora. In this way
some of the most effective initiatives for the
diaspora have been created, including the
Rwandan Diaspora Mutual Fund (RDMF) and
the One Dollar Campaign.
(ii) The Rwandan Diaspora Mutual Fund
The Rwandan Diaspora Mutual Fund is
an initiative from the Rwandan diaspora
and the National Bank of Rwanda. It is a
pool of funds created by Rwandans abroad
to enable them to invest in their home
country through remittances which contrib-
ute to national development. The fund is
monitored by the Capital Markets Advisory
Council, the DGD and the Central Bank.
(iii) One-Dollar campaign
The One Dollar Campaign was created
in April 2009 with the objective of collect-
ing 1.5 billion USD by government institu-
tions, non-government organizations,
the private sector, religious bodies, civil
society, students and individuals. The initial
objective of the campaign is to support an
orphan by constructing and then extending

a hostel, but the ultimate goal is to prevent
these children from dropping out of school
and becoming involved in prostitution or
substance abuse. The campaign has proven
to be very successful. By 31 November
2010, One Dollar Campaign had collected
951,272,466 Rwandan franc (Rfw), represent-
ing 87% of the total pledges which amount
to 1,097,431,220 Rfw.
(iv) Youth conferences
The Rwandan Diaspora organizes confer-
ences around the world such as the ones
in Belgium (2010) and the UK (2011). These
events for young people living in Europe are
intended to contribute to the “Vision 2020”
that the country has in terms of its Eco-
nomic Development and Poverty Reduction
Strategy. The objective of this strategy is to
transform Rwanda into a dynamic global
hub for business, investment and innova-
tion, and reverse its image as a post-conflict
country.
The conferences lasted for five days and
involved participants sharing their personal
experiences “via games and sports such as
football, basketball and golf to promote so-
cialization and networking through unity.”
(v) Other activities
A characteristic aspect of Rwanda’s
public and economic diplomacy is branding
products such as coffee and undertaking
other commercial activities. To this end the
government organizes international invest-
ment forums, regional conferences, an
international trade fair, entrepreneurship
workshops and training courses to pro-
mote Rwandan products and the country’s
natural and human resources. Moreover, the
Ministry of Foreign Affairs and Cooperation
(MINAFFET) publishes a Diplomatic Maga-
zine on a quarterly basis, which serves as a
tool to promote Rwanda in the international
arena, portraying the country’s positive im-
age to friends and partners.
n “Rwanda Diaspora Mutual Fund”, Rwanda
Disapora in Norway, http://www.rwandan.no/index.
php?option=com_content&view=article&id=53%3A
diaspora-mutual-fund&catid=49%3Adevelopment-
projects&Itemid=54&lang=en
n Eric Kabeera, “Diaspora Youth to Convene in
London”, The New Times, June 6, 2011, http://www.
newtimes.co.rw/news/index.php?i=14648&a=41907
n “Support an Orphan to Get a Home”, The One Dollar
Campaign, http://www.onedollarcampaign.org/spip.
php?rubrique1

4. serbia
It is estimated that approximately one
third of the total number of Serbs live out-
side Serbia. Promoting close links between
Serbia and its diaspora has consequently
been a concern for some time. Today, main-
taining diaspora relations with the home-
land is a priority for the Serbian government
and many Serbian officials believe these
ties to the diaspora are key to successfully
re-branding their country.
(i) Development of the Serbian Ministry
for Diaspora and the role of the Serbian
Orthodox Church
The connection between Serbia and its
diaspora was first formalized in 2001 with
the creation of a Council of the Diaspora.
The Council functioned as a consulta-
tive body for the Serbian government on
diaspora issues and contributed to the
foundation of the Ministry for Diaspora and
Religion in 2003. It is no coincidence that
the Ministry was established for Diaspora
and Religion since the church has been a
uniting factor between the Serbian nation
and its diaspora.
According to the Minister of Diaspora
and Religion, Srdjan Sreckovic, the State
and the Serbian Orthodox Church work
together to preserve the cultural, linguistic
and religious identity of Serbia. In effect,
the Serbian Orthodox Church provides a
key entry point for the Ministry to connect
with citizens abroad. Furthermore, many of
the Ministry’s projects reflect spiritual and
religious aspects which are seen as the core
of Serbian national identity.
While for the first few years the Ministry
for Diaspora and Religion is said to have
had little influence, two events changed
the Serbian government’s tone: firstly, the
inflow of $5.2 billion in remittances sent by
Serbian migrants in 2008 (see the Overseas
Development Institute’s 2008 Annual Report
for more details); and secondly, Serbia’s
desire for membership of the EU. As a result,
the Serbian government now considers the
diaspora to be a crucial tool in helping to
improve Serbia’s international image.
(ii) Serbian Law on Diaspora
As a result of this change in the way the

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