Communication Strategy Guideline for Political Parties - CMD-Kenya
Communication Strategy Guideline for Political Parties - CMD-Kenya
Communication Strategy Guideline for Political Parties - CMD-Kenya
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STEP SIX<br />
The Vehicle<br />
TABLE 5: Describing selection of tools and channels, their advantages and disadvantages<br />
TOOL<br />
CHANNEL<br />
TARGET AUDIENCE<br />
ADVANTAGES<br />
DISADVANTAGES<br />
TOOL<br />
CHANNEL<br />
TARGET AUDIENCE<br />
ADVANTAGES<br />
DISADVANTAGES<br />
TOOL<br />
CHANNEL<br />
TARGET AUDIENCE<br />
ADVANTAGES<br />
DISADVANTAGES<br />
TOOL<br />
CHANNEL<br />
TARGET AUDIENCE<br />
ADVANTAGES<br />
DISADVANTAGES<br />
Electronic<br />
Radio<br />
Specific target audiences<br />
1. Good <strong>for</strong> simple messages and slogans<br />
2. Can help to generate interest, awareness and excitement<br />
3. Allows greater room <strong>for</strong> feedback, questioning and input<br />
1. Audio only, no visual communication<br />
2. Programs not always at convenient time<br />
Electronic<br />
Television<br />
General public, can be tailor-made to specific audiences<br />
1. Audio and visual<br />
2. Good <strong>for</strong> simple messages and slogans<br />
1. No room <strong>for</strong> interaction unless linked to a call-in-show<br />
2. Expensive<br />
3. Programs not always on at convenient times<br />
Print<br />
Newspaper<br />
Literate public<br />
Can review and re-read as needed<br />
1. Requires literacy<br />
2. Not as deep reach as TV and Radio<br />
3. Final story depends on the editors<br />
Print<br />
Posters, brochures, leaflets<br />
General and specific target audiences<br />
1. Can deliver simple messages and slogans<br />
2. Not necessarily expensive and can often be produced in-house<br />
1. Requires visual and written literacy<br />
2. Generally better <strong>for</strong> simple messages andslogans<br />
3. Limited to specific distributions<br />
17 A <strong>Guideline</strong> <strong>for</strong> Preparing a <strong>Communication</strong> <strong>Strategy</strong> <strong>for</strong> <strong>Political</strong> <strong>Parties</strong> Centre <strong>for</strong> Multiparty Democracy - KENYA