Endri Fuga

Endri Fuga
Director of Communications
Government of Albania
Personal details
Born (1981-11-11) 11 November 1981
Tirana, Albania
Spouse(s) Besa Fuga[1]
Children Ema Fuga
Alma mater Tufts University
Webster University

Endri Fuga (born in Tirana on 11 November 1981) is the Prime Minister's Edi Rama Director of Communications and the person who runs the current government's media and public affairs strategy.

Fuga's long-term cooperation with the Prime Minister dates back to the time when Rama was mayor of Tirana Municipality. Fuga became known as the modernizer of the Albanian Socialist Party communications systems, as well as the architect of the 2013 left wing coalition campaign, which was characterized by the massive use of digital communication and social media[2]. Prior to joining Rama at the Municipality of Tirana, Fuga was a civic society advocate, working closely with his friend, current Mayor of Tirana Erion Veliaj. Fuga has also been contracted as a consultant for different international organizations, like USAID, IRI, the Open Society Foundation in different parts of the world, including Europe, Africa, Asia and South America.

Education

Fuga started his university studies at "La Sapienza" University in Rome. He then transferred his undergraduate studies to the Vienna campus of Webster University after his father, Perparim Fuga was employed as a nuclear expert at the International Atomic Energy Agency in Vienna [3]. In this task, Perparim Fuga was part of a team led by Muhamed El Baradei, who won the Nobel Prize in 2005 for limiting the use of nuclear energy for military purposes [4]. Fuga completed his bachelor studies in Media Communications in 2007 in Vienna. He was granted his postgraduate degree in International Relations in 2017 by Tufts University,Fletcher School of Law and Diplomacy in Boston, USA. Fuga also received a Leadership Executive Course Diploma by Harvard’s Kennedy School of Government in 2011.

Career


In December 2002, during the winter holidays in Tirana, Fuga, together with high school friends, Erion Veliaj, Arbi Mazniku and Marinela Lika co-conceived the grass root campaign "Mjaft!” (Alb. “Enough!) how[5]. This campaign was based on a series of youth protests and awareness raising events aimed at forming a civil resistance to phenomena such as bad governance, corruption, social marginalization, vengeance, etc. [6]. The initial success of the campaign convinced Fuga to prolong his stay in Albania, co-founding the "Mjaft" movement. With the transformation of the idea of "Mjaft" into a genuine civil society organization, Fuga assumed the position of its Director of Communications [7]. and was determinant in the media strategies that the organization pursued until his departure in 2007. The innovative concepts and new ways of civil resistance that “Mjaft” used for the first time in Albania, were recognized locally and internationally, and in 2004 it was awarded the United Nations civic society award[8].

In 2007, Fuga chose to actively engage in the political scene, accepting the invitation of the Mayor of Tirana, Edi Rama to become his Communications Adviser. His formal role as adviser of Rama consisted in overseeing public relations as well as maintaining connections with international organizations and partners on behalf of the Municipality of Tirana [9] . During that time, Fuga became the link between Rama and the local and foreign media, playing a key role in transforming Rama's image, from a charismatic person to charismatic leader [10]. During 2011-2013, Fuga served as Director of Communications in the Socialist Party and assumed the position of Strategist of the opposition coalition campaign during the 2013 parliamentary elections. During the 2013 campaign, Fuga was the "brain" behind the usage of a broad range of communication instruments, which had not been tried before in Albania. The widespread use of social media, direct marketing, and concentration on focus groups and surveys to build a message were just some of the innovative elements used during this campaign[11]. During the 2013 campaign, Fuga worked alongside Alastair Campbell [12], UK Prime Minister's Advisor[13], Tony Blair and Arthur J. Finkelstein, advisor senior consultant of the Republican Party in the US. He was also one of the co-authors of the "Reneissance (Rilindja)" program, the “manifesto” used by the Socialist Party during the elections[14]. In 2013, the Socialist Party won by a landslide the general elections. After the victory, the newly elected Prime Minister Edi Rama illustrated the influence of Fuga in the campaign by posting a picture saying: "Endri Fuga - The Man who puts Rama in line" [15]

With the Socialist Party as the ruling government, Fuga is a Personal Advisor to the Prime Minister and takes care of the communications and image of the Albanian government. One of his main achievements in Government was to coordinate and unify the public image and strategic messages of all Ministries and Departments serving the Government. Under his order, a Special Advisor for Communications was appointed in every Ministry, who had to report both to the Minister as well as Fuga. [16].

2017 Campaign

Endri Fuga managed the reelection campaign in 2017[17]. Although it was perceived as a very dramatic campaign all the way down to Election Day, mainly because of Edi Rama’s decision to run alone (without any pre election coalitions), the result in the end was a landslide[18]. The Socialist Party led by Rama won 74 seats out of 140, securing a strong majority without the need of any small parties. The whole campaign was perceived as a referendum on Edi Rama's first four years as Prime Minister. He himself asked of the voters to be able to govern on his own, in order to be able to implement some deep reforms in the public administration and judiciary system that during the first mandate had either been slowed down or hindered because of disagreements with the smaller coalition members[19]. Endri Fuga, as Communications Director and Campaign Manager, was central in relaying this core message to the electorate. He focused the campaign heavily on social media and for the first time he introduced a Facebook based live television channel, named ERTV after Edi Rama[20]. The whole campaign was broadcast live on ERTV, which also pushed the mainstream media to follow and focus largely on these new modern techniques. Fuga also stressed a lot the importance for the Prime Minister to be seen as an average Albanian. He carefully set up interviews with different journalist that portrayed a different Edi Rama, who was not talking as a politician, but as someone fighting for the everyday problems Albanians face. During the 30 days of the campaign, Edi Rama appeared almost daily on television shows, but most of them were not political. He would be asked about his family, hobbies, interests etc, while the nature of the shows he attended secured record-breaking audiences[21] [22]. During the campaign, Edi Rama mentioned several times the role of Endri Fuga, saying on different occasions during interviews that it was his Communications Director the one who would decide when Edi Rama would be interviewed and by whom. "I do not take any decision", Rama said during Zone e Lire interview. "It is Endri Fuga who decides"[23]. The 2017 election win was the biggest win by a single party in Albania's post-communist history[24]. Edi Rama and the socialist received a clear mandate to govern on their own and implement their governing program.

Fuga has also served as the Political Editor of Jugendstil, an English based weekly newspaper in Vienna, Austria. He has also been contracted by several international organizations for consultancy work in Africa, Europe, Asia and South America.

Although Fuga is considered one of the best communication and PR specialists in Albania, he has refrained to work in the domestic private sector.

Fuga has been a guest lecturer at many public and private Universities in Albania and Kosovo [25] .

Controversies

The opposition has repeatedly attacked Fuga on a number of occasions, casting suspicion that he stands behind the departure of a number of old Socialist Party members. According to critics, Fuga has used his personal influence to the Prime Minister to promote new figures and friends from Mjaft [26].

Due to the low public profile that he has held (only two public communications over many years), Fuga has been repeatedly seen by opponents as the "gray eminence” [27] of the Albanian Government. As a result, his figure has been the inspiration for many conspiracy articles, where he appears to be one of the most important persons in every day’s decision making process [28] [29].

The former Prime Minister of Albania himself, Sali Berisha, in a parliamentary debate, attacked Gramoz Ruçi, the SP parliamentary group leader, saying, "That leveret (referring to Endri Fuga) puts you in line".

In 2015, the newspaper "Dita" stated that it was put under pressure by Fuga to erase critical news about the government[30]. In a reaction on Twitter, Fuga replied: "They publish false news for pilots and helicopters and when you oppose them with facts they say: We can’t erase cause that news has already 5,000 clicks!"

Ylli Manjani, Minister of Justice under Rama government, publicly attacked Fuga during a prime time political show, stating that the Ministers were not allowed to speak to the press without the permission of Endri Fuga. Two weeks later, Manjani was sacked by Prime Minister Rama and replaced by Petrit Vasili. The former Minister accused Rama that he was fired because he had publicly attacked Fuga. [31]

Fuga's ability to improve and manage the image of the government has been pointed out by the opposition and analysts who consider Fuga as Edi Rama's "Spin Doctor".

Personal life

Endri Fuga is married to Mrs. Besa Pellumbi, with whom he has a daughter. [32].

References

  1. ↑ http://www.newsbomb.al/aktualitet/item/8797-ekskluzive-keshilltari-i-kryeministrit-endri-fuga-behet-baba
  2. ↑ http://www.uet.edu.al/index.php/en/news/411-leksion-mbi-komunikimin-politik-te-ps-se
  3. ↑ http://uet.edu.al/index.php/sq/85-cv-pedagogu/284-prof-dr-perparim-fuga
  4. ↑ https://www.nobelprize.org/nobel_prizes/peace/laureates/2005/
  5. ↑ http://www.esiweb.org/index.php?lang=en&id=311&film_ID=3&slide_ID=29
  6. ↑ https://www.mjaft.org/sq/kush-jemi
  7. ↑ http://www.csmonitor.com/2007/0611/p04s02-woeu.html
  8. ↑ http://git.net/ml/recreation.alb-club/2004-11/msg00230.html
  9. ↑ http://www.zathur.net/cili-eshte-njeriu-qe-transformoi-edi-ramen/
  10. ↑ http://www.lapsi.al/paparazzi/2016/10/11/transformimi-i-edi-ram%C3%ABs-dh%C3%ABmb%C3%ABt-l%C3%ABkura-veshja-e-kryeministrit-nuk-jan%C3%AB-m%C3%AB#.WQheWRN96Uk
  11. ↑ http://www.mapo.al/2013/02/studentet-e-uet-leksion-mbi-komunikimin-politik-te-ps-se/1
  12. ↑ https://twitter.com/endrifuga/status/220425638018945025
  13. ↑ https://www.reporter.al/zbulohet-keshilltari-sekret-britanik-qeverise-shqiptare/
  14. ↑ http://ps.al/kush-jemi/programi/
  15. ↑ http://shqiptarja.com/aktualitet/2731/fotolajm-endri-fuga-njeriu-q-e-v-n-rresht-ram-n-164189.html
  16. ↑ http://lexo.al/nuk-ka-me-zedhenes-modeli-i-ri-i-qeverise-rama/
  17. ↑ https://en.wikipedia.org/wiki/Legislative_elections_in_Albania
  18. ↑ http://top-channel.tv/lajme/artikull.php?id=358435
  19. ↑ http://gazeta-shqip.com/lajme/2017/06/04/rama-koalicioni-me-lsi-ne-i-suksesshem-por-kete-here-duhet-te-drejtojme-te-vetem/
  20. ↑ http://shqiptarja.com/news.php?IDNotizia=409656
  21. ↑ http://www.gazetatema.net/2017/06/10/tabelat-rama-ne-zone-e-lire-rekord-absolut-shikueshmerie/
  22. ↑ http://www.monitor.al/rama-audience-rekord-te-fevziu/
  23. ↑ http://www.gazetatema.net/2017/06/09/rama-shkon-tek-arjan-cani-i-thashe-fuges-tek-ai-legeni-do-shkoj-une-cani-i-dhuron-nje-timon/
  24. ↑ http://tiranapost.al/fitorja-nisi-nga-tirana-rekordi-qe-vendosi-ps-ne-keto-zgjedhje/
  25. ↑ https://www.youtube.com/watch?v=_-tJs32-mhs
  26. ↑ http://www.respublica.al/lajme/ish-drejtuesit-e-mjaft-bashkohen-s%C3%ABrish-arb%C3%ABr-mazniku-kalon-n%C3%ABnkryetar-i-bashkis%C3%AB-s%C3%AB-tiran%C3%ABs
  27. ↑ http://www.lajmishqip.com/?p=16196
  28. ↑ http://www.syri.net/op-ed/43878/gebelsi-i-vogel-i-edi-rames/
  29. ↑ http://telegraf.al/opinion/kastriot-myftaraj-endri-fuga-misteret-e-shefit-te-kabinetit-sekret-te-qeverise-shqiptare-2
  30. ↑ http://fax.al/news/941461/gazeta-dita-perplaset-me-keshilltarin-e-rames-na-beri-presion-per-heqjen-e-lajmit-per-pilotin-e-ndaluar
  31. ↑ http://www.exit.al/2017/01/30/ylli-manjani-u-shkarkova-pse-fola-pa-lejen-e-fuges-qeveria-eshte-e-kapur/
  32. ↑ http://www.newsbomb.al/aktualitet/item/8797-ekskluzive-keshilltari-i-kryeministrit-endri-fuga-behet-baba
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