The different Ministries have to work more on the promotion of the country, to build Kosovo's public image. Concrete projects must be assembled, in order to activate our businessmen to have more contacts. We have to create a positive image about ourselves.

In 1998 Rugova secured a second term as president but was placed at odds with the KLA as the Kosovo War broke out. He was readily identifiable by the silk neckscarf that he wore as a display of oppression in Kosovo and was known for his habit of giving visitors samples from his rock collection. As part of his studies he spent two years (1976–1977) at the École Pratique des Hautes Études of the University of Paris where he studied under Roland Barthes.

He oversaw a popular struggle for independence advocating a peaceful resistance to Yugoslav rule and lobbying for U. Effective power however was in the hands of the United Nations administration.