Clear, confident, and compelling communication can determine whether a political message resonates with voters. From 13 to 15 February in Tarčin, participants of the Council of Europe’s Academy for Women Candidates strengthened exactly those skills, turning public appearance into a strategic asset.

The third module of the Academy focused entirely on mastering media engagement and public performance. Led by renowned journalist and media expert Emela Burdžović, the training combined expert insight with practical work. Participants explored how to leave a lasting and authentic impression, aligning message, tone and body language to reinforce credibility. Particular attention was given to verbal and non-verbal communication.

The programme addressed the realities of political life: preparing for television appearances, handling interviews, speaking at press conferences and public events, and working strategically with journalists. Participants learned the fundamentals of camerawork and on-screen presence, while also practising how to respond calmly and confidently to unsettling or provocative questions.

The training culminated in media appearance and interview simulations. Each participant took part in a mock interview, receiving tailored feedback, concrete recommendations and practical tips to refine her media performance. The hands-on format ensured that learning translated directly into improved confidence and stronger public delivery.

For Dijana Perin, one of the participants, the experience marked a personal breakthrough: “I once struggled with stage fright and lacked confidence in public speaking, but this programme helped me find my voice. It gave me not only knowledge and skills, but also the self-belief to stand in front of others and confidently share my ideas and dreams.”

For another participant, Selma Memišević, the transformation came from a different starting point. Having spent years as a journalist asking questions and holding others accountable, she discovered the weight and responsibility of being the one answering the questions. “I believed I understood public communication well. However, participating in this programme showed me that being the one who answers is a completely different responsibility.”

The Academy provided an opportunity for personal and professional growth, teaching participants to communicate clearly and responsibly with the public. “It has truly expanded my perspective,” Selma added.

Dijana’s and Selma’s journeys reflect one of the Academy’s core ambitions, to empower women candidates - not only with technical communication skills, but with the confidence and authority to engage with the public. With this, the Academy strives to contribute to moving beyond formal representation towards the substantive and effective participation of women in political processes.

The Academy for Women Candidates is organised as part of the Council of Europe project “Supporting transparency, inclusiveness and integrity of electoral practice and processes in Bosnia and Herzegovina”, funded through voluntary contributions under the Council of Europe’s Action Plan for Bosnia and Herzegovina 2022-2025.