This document discusses effective political communication strategies. It emphasizes defining clear, concise messages and choosing the appropriate channels and tactics to deliver them. Effective messages should be short, unique, true, important, emotional and consistent. When developing policy, politicians should engage in wide initial discussions, followed by narrower feedback rounds, and promote the final policies. The goal is to build trust with citizens through active, creative, and honest communication.

1. Regional Political
Academy of Social-
democratic Parties from
SEE
Sarajevo, December 2015.
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2. Policy communication
with citizens
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3. “Politics is a job,
not a leisure!”
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4. Politics = communication
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5. Commmunication model
CODE MESSAGE
CHANNEL OF A
COMMUNICATION
DECODE
PREVIOUS EXPERIENCE
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6. 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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7. Power
PRESENT FUTURE
politics, traffic,
education, health
care, defense,
tax,... sectors
Changes
Policy communication
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8. Two phase of communication
● Discussion during the writing policy paper
● first round - wider
● second round – narrow
● Promotional campaign after adopting
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9. Differences
● goal
● tools
● message
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10. Message elements:
• content;
• language;
• format;
• sender (source);
• place and time.
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11. Message characteristics:
• Clear
• Short
• Unique
• True
• Important
• Emotional
• Consistent
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12. 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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13. 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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14. 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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15. 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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16. • http://www.cmv.org.rs/s/publikacije/
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17. www.cmv.org.rs