“When you begin working on changes, new opportunities also arise.” – Tamara Filipović, Secretary General, Independent Journalists’ Association of Serbia (NUNS)

In a country where media freedom faces growing pressure, the Independent Journalists’ Association of Serbia (NUNS) has long played a central role in defending journalists’ rights, offering legal protection, and advocating for press freedom. As the Serbian anchor organisation for the SafeJournalists Network, NUNS also plays a key regional role in defending media freedom and coordinating responses across the Western Balkans. By the end of 2024, amid rising demands and limited institutional capacity, the organisation recognised the need to pause and reconsider its strategic direction.

Through the EU TACSO 3 Strategic Mentoring Programme, NUNS embarked on a six-month process of organisational reflection and planning. The aim was to develop a new strategy that would also restore internal alignment, engage its membership more meaningfully, and adapt its advocacy work to today’s fast-evolving media landscape.

Reopening Dialogue, Rebuilding Foundations

For an organisation of more than 2,500 members, balancing daily operations with long-term vision has never been easy. With a small team primarily focused on project implementation and policy work, NUNS had limited capacity to address broader structural issues, such as member engagement and sustainability.

“The challenges of having enough staff to work on membership, community engagement, and advocacy remain,” said Tamara Filipović, Secretary General of the Independent Journalists’ Association of Serbia.

“We know these areas need improvement, but we also must ensure that staff are engaged in these important segments of the organisational structure.”

The strategic mentoring process provided an opportunity to revisit key questions. Through surveys, focus groups, and internal sessions, the team surfaced long-standing dilemmas and reignited conversations on areas that had been set aside in recent years.

One such topic was the Solidarity Fund, originally created to support members facing threats, legal attacks, or hardship.

“The mentoring process reopened discussion on some neglected areas of our work, like the functioning of the Solidarity Fund for our members,” Tamara explained.

“We decided to invest efforts in reconstructing that fund, and the opportunity to receive similar mentoring support from the Belgrade Open School arose. They will cover the costs of engaging an expert who will work with us to explore the purpose and modality of operation of the fund.”

A Strategic Framework Rooted in Ownership

One of the most significant outcomes was the development of a new three-year Strategic Plan and Action Plan (2025–2028). But what mattered most was how it was created: through a participatory process that involved staff, members, and leadership across roles and regions.

Rather than delivering a ready-made solution, mentor Natalija Bratuljević facilitated structured dialogue and guided the organisation in articulating its own conclusions. Workshops and exercises helped align priorities across departments. At the same time, focus groups ensured that the perspectives of freelancers and women journalists — groups often underrepresented in strategic decisions — were fully integrated into the plan.

“The process not only strengthened internal alignment, but also reinforced organisational autonomy and long-term capacity for strategic thinking,” noted Natalija Bratuljević.

A particularly tangible result was the decision to reactivate NUNS’s regional representative structure. The organisation will appoint and train young journalists as local focal points to support member communication, monitor conditions, and represent NUNS across Serbia. This step is expected to boost membership growth and strengthen the organisation’s presence at the local level.

Looking Ahead

The strategy also reaffirmed NUNS’s dual mandate: serving journalists within Serbia while continuing to lead regional coordination through the SafeJournalists Network, which unites press freedom actors across the Western Balkans.

In addition to the regional representative structure, the organisation agreed to introduce monthly internal coordination meetings to support implementation of the strategy and to improve internal communication between departments. NUNS also began exploring ways to make its advocacy work more visible to its members — particularly younger journalists — as part of a wider effort to strengthen engagement.

With a renewed focus on internal sustainability, member engagement, and regional collaboration, NUNS is entering a new phase of development — one that is more responsive, grounded, and better prepared to navigate the ongoing challenges in the media environment.

This process was more than a planning exercise; it was a reset. By returning to its foundations and inviting inclusive dialogue, the Independent Journalists’ Association of Serbia has not only strengthened its direction but also reawakened the spirit of collective resilience that has defined its mission for more than two decades.