Misha Glenny is executive director of SEE Change 2004: A New Deal for South-Eastern Europe, an NGO striving to 'accelerate reform and regional policy co-operation'.
The acknowledged eastern European expert has already hired four Balkans-based PROs and organisers for a roundtable in Austria, in around one month's time, to discuss possible comms strategies for the region.
He is now hoping PROs from outside the Balkans - but who have worked in the region - will join the forum.
Glenny said a communications strategy would be drawn up on either national or regional lines. 'We firstly need to ask whether the Balkans can be rebranded at all,' he told PRWeek.
'We have the ability to leverage funds. The governments in these countries do have a PR budget but maybe they lack the know-how as to how to spend it,' he added.