Shaping perceptions during the latest Balkans Imbroglio

While it might seem as though the confrontation with Slobodan Milosevic is old news, recent events in Serbia, Kosovo and Montenegro point to the probability that events this summer will likely bring US policy vis‐à‐vis the Federal Republic of Yugoslavia back to the front pages. All sides in the 1999 conflict over Kosovo attempted to manipulate the regional and international perception of the struggle. This perception conflict was in many ways more important than the casualties sustained or the land controlled. This article examines the attempt to gain the informational ‘high ground’ and addresses how perception management should affect current US policy towards Serbia and the Milosevic government.