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SUSTAINABLE DEVELOPMENT AT THE LOCAL LEVEL: Belarusians Study Experience of Lithuania and Poland

27 people from all regions of Belarus, mainly representatives of the local authorities and communities of the towns of Fanipol and Disna, took part in a «mobile» training seminars on strategic planning in local self–governance. Fanipol and Disna were selected as pilot sites to implement the Belarusian component of the program. The Belarusian team also included representatives of the Ministry of Natural Resources and Environmental Protection, the Ministry of Economy, the Research Institute of Economics of the Ministry of Economy, local authorities and community–based organizations from Kossovo (the Brest region), Kopatkevichi (the Gomel region), Korelichi (the Grodno region) and Barani (the Vitebsk region). Communities of these towns and districts are most interested in implementing sustainable development programs at the local level.

The agenda of a training seminar included visits to Birshtonas, Alitus and Kaunas (Lithuania) and Elk and Belovezh (Poland). The training seminar was opened by Nyafas Saulis, an expert of the Kaunas Municipal Training Center responsible for the Lithuanian component of the training agenda. He made a presentation on the experience of strategic planning and implementation of the strategy at the local level. The presentation included an analysis of typical mistakes in planning and ways of correcting them, an overview of the consistency of steps in strategic regional planning based on sustainability considerations and an outline of various methods for assessing a self–governance institution and the methodology for selection of priorities. As noted by one of the Belarusian team members, Mr Saulis «cleared up a couple of fundamental principles which many of us have been trying to grasp for several years», for example the importance of engaging community members in addressing problems. Public opinion surveys are also very helpful for the analysis of the situation and for sound planning.

On the same day another important seminar was held which was then called by many participants as a «seminar of discoveries». The seminar was entitled «Municipal Marketing and Public Relations» and was led by Aushra Mikalauskene, Head of Foreign Affairs Department of Municipal Self–Governance Administration of Alitus. Well–designed and highly professional presentation made by Aushra impressed the audience. «How to draft successful local marketing strategies?» and «How to be successful in raising investments, engaging community members and attracting visitors?» were the key focuses of the presentation.

Galina Matyushenko, a member of the Orsha Municipal Council and Chairwoman of the Belarusian Women's League, shared her impressions:

— To put it in a simple way, municipal marketing is an ability to sell (though this may sound awkward) your town to consumers of the wide set of economic, environmental and social services with the purpose of getting maximum possible revenues for the local budget to be able to satisfy in full the needs of the local population. When drafting a strategic municipal marketing plan it would be a mistake not to take in to account external factors contributing to attractiveness of a town and a region. Among the likely factors are global competition or sudden technological or political changes.

Despite multiplicity of services that can be offered by a town or a region, perfection in all fields is hardly possible. A town or a region should be perfect in a specific focus area i.e. it should be able to find its niche, to be recognizable and to have its unique image. Creation of a strong and attractive image and outreaching the community with messages about the need to work for this image is the key aspect of local marketing.

It is very helpful to involve regional, national and international experts on marketing and strategic planning in elaboration of successful local marketing strategies. However, the key role in this process should be given to local activists and professionals including representatives of both public sector (local self–governance administration, public information centers) and private sector (private individuals, legal entities, media) because while specialists may develop global strategies of local marketing, their implementation is anyway a prerogative of local dwellers. It is very important, therefore, to remember this and to be able to make a realistic assessment of the available capacities.

It is also very useful to make an analysis of successes and failures of local marketing strategies implemented in other towns and regions both in Belarus and in foreign countries. Study of the international experience allows to build up municipal marketing based on the global trends, technologies and cultures.

After the presentation by Aushra Mikalauskene, the Belarusian participants met with a team of the Alitus Municipal Administration led by Mayor Vitautas Kirklyauskas. At the roundtable the heads of the key units and departments of Alitus Mayor's Office briefed the Belarusian guests about concrete efforts in social development and education sectors and international relations. During preparation for EU membership Alitus formulated the key pillars of the town's image: creation of a comfortable, integral and livelihood–friendly environment facilitating industrial and commercial development; improvement of infrastructure; environmental protection; cultural and research capacity–building in the southern region of Lithuania. Answering the question of the Belarusian guest «How long will it take and how much money will it cost to register a business or a non–governmental association in your district?^», the mayor responded with confidence: «Within an hour and at no charge (if all required documents are submitted)».

In Poland the Belarusian delegation was warmly welcomed by Adam Yan Pusa, a headman of the Elk Community. After accommodation the participants attended a lecture ^«Achievements of Elk — a town and a district — in implementing a sustainable development strategy» which was held in the center for ecological education. The headman briefed the Belarusian guests about elaboration and implementation of the Local Agenda: «In 1994 we embarked on elaboration of the local agenda and we engaged various social groups. For example, teachers, parents and even schoolchildren made up 10% of self–governance membership. We also formulated a self–governance strategy, a kind of Bible entitled «To govern in a different way». After a comprehensive review of the situation in the community we concluded that our key problem is water and air contamination. We addressed the problem in the following way: we used the money allocated from the government budget for replacing oil for gas and this helped to improve the ecological situation in the district. At the same time we changed standard lamps for energy–saving ones allowing to save 30% of energy».

At the training seminar in Belovezh a great variety of forms and methods of group work was offered which can be used in analysis of problems in different areas. These methods can be also efficiently employed for discussions and workshops. The Polish system of ecological education is very similar to the Belarusian one and it is quite feasible to organize joint meetings, workshops and conferences. The Polish colleagues made such a proposal.

The comprehensive and helpful agenda of the training seminar was aimed at encouraging further cooperation and practical implementation of the new knowledge and skills. Numerous information and methodological materials prepared by the hosts for the Belarusian participants were also very helpful.

Ivan Udovenko, Deputy Director of the Research Institute of the Ministry of Economy of the Republic of Belarus:

— You can benefit from any form of communication. Such a communication is especially helpful given that Lithuania has been more successful in transition to a market system than Belarus. We should study this experience and to identify both strengths and weaknesses to use or to avoid them here, in Belarus, to facilitate further development of our country.

Olga Moroz, Head of the Municipal Council and Executive Committee of Disna, the Vitebsk region:

— I should note that for most representatives of local councils a training seminar was a discovery. Even a general tour would be effective, but a training  seminar is a particularly valuable opportunity provided by UNDP project for studying sustainable development experience of the neighboring countries.

Every day we opened something new for us. Organizers of the training seminar offered interesting discussion subjects covering various issues of lobbying and partnership as well as study tours and meetings with the authorities and business community. Of course, we have different problems to focus on, but we found out that models, rules and principles of sustainable development are the same, they differ only in geography and nationality. Here everything depends on ourselves, our education level and willingness to achieve better living standards. The most important thing is to avoid stagnation.

Victoria Grinina, an entrepreneur, a chairwoman of the Disna ladies' club:

—  My participation in a training seminar enhanced my willingness to improve the image of individual houses and streets of our town. When I first ever learnt at the UNDP seminar organized in Turov about the concept of Local Agenda ÕÕI, I was convinced that I was right in my intentions. Therefore, my task at the current seminar was to collect as much information as possible, I mean both concepts and practical experience and I managed to do this. Personally for me such seminars are especially helpful. The sustainable development program goals and implementation methods are explained in a simple way and are complemented by demonstration of the relevant practical achievements.

Galina Pavlovskaya, the head of the village council of Perebrodye, the Vitebsk region:

— At the training seminar I received new knowledge how to work with community members, local authorities and self–governance administrations. The training seminar built up a foundation for my own new ideas and willingness to implement them to move ahead and to lead people towards a better life.

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