Communication Strategy Guideline for Political Parties - CMD-Kenya

Summary
A solid communications strategy is critical to political
parties, as it serves as the framework that helps in
thinking through a whole range of challenges.
Whether it is:
• Engaging new people to join the party;
• Building awareness;
• Increasing the percentage of registered voters
who associate some benefit or advantage with
the party, increasing the number of target
audience, who prefer the party over competitors;
and:
• Encouraging supporters to more frequently
engage in party activities or engaging new voters
on party policies over competitors.
• What are the concerns of various party
stakeholders about this issue/problem/action?
• What can be done to remove or reduce these
concerns?
• What information needs to be gathered?
• What is the clearest, most effective way to
phrase what you want to say?
• What questions are you likely to receive if you
say what you plan to say?
• What communication methods will most
effectively reach the target audience(s) that
you want to reach and achieve your communication
objective?
• How much money do you have to implement
the strategy?
• How will you spend it?
• What other resources are available?
Important questions to respond to when
developing a communication strategy
• What is the issue/problem/action about which • Do some communication activities need to
the party needs to communicate? happen before others?
• What do you want to achieve with the • Do you need to tie your communication to
communication strategy? other activities?
• What are the difficulties you face in implementing
the campaigning/party strengthening?
25 A Guideline for Preparing a Communication Strategy for Political Parties Centre for Multiparty Democracy - KENYA