Regional Political

Academy of Social-

democratic Parties from

SEE

Sarajevo, December 2015.

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Policy communication

with citizens

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“Politics is a job,

not a leisure!”

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Politics = communication

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Commmunication model

CODE MESSAGE

CHANNEL OF A

COMMUNICATION

DECODE

PREVIOUS EXPERIENCE

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Political communication • define message – OBJECTIVE

• choose the way for delivering –

STRATEGY

• do it – TACTICS

Joseph Napolitan

The Election Game and How to Win It, 1972.

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Power

PRESENT FUTURE

politics, traffic, education, health care, defense, tax,... sectors

Changes

Policy communication

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Two phase of communication

● Discussion during the writing policy paper

● first round - wider

● second round – narrow

● Promotional campaign after adopting

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Differences

● goal

● tools

● message

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Message elements:

• content;

• language;

• format;

• sender (source);

• place and time.

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Message characteristics:

• Clear

• Short

• Unique

• True

• Important

• Emotional

• Consistent

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Public discussion

● Public meeting

● Discussing forum (Internet)

● Briefing Q&A

● Tribune – round table

● Big group - small group

● Workshop

● Public coffee

● “world cafe”

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Work shop

Your party finish draft of policy paper.

Preparing promotional campaign strategy.

Define order of information, target groups,

channels and tools. 20 minutes

• I - Violence on the sports stadium

• II - Noise in the city

• III - Accountability of politicians

• IV – Citizens participations

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Conclusion

• Communication as a part of the process

• Use knowledge and campaign experience

• Opportunity for identification

• Trust

• Practicing and preparing for election

campaign

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To summarize:

• be active

• ... creative

• ... well-meaning and honest

• ... yours

• talk only about what you know and things

in which you believe

• and you will be GREAT

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• http://www.cmv.org.rs/s/publikacije/

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