Communication Strategy Guideline for Political Parties - CMD-Kenya

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Vision The vision of CMD-Kenya is to promote the institutionalization of vibrant and democratic political parties capable of enhancing and perpetuating multiparty democracy in Kenya.
Foreword The general election is approaching in Kenya at The development of the guideline was a consultative a time, when the country has promulgated a process, which took account of prior experience and new Constitution and embarked on wide- lessons learnt during various communication training spread reforms. workshops conducted from October 2011 to January 2012 with the 27 CMD-Kenya member Political Specifically, the Constitution secures social, economic Parties. The parties undertook a communications and political rights besides creating a facilitative legal needs assessment and identified challenges, needs framework that makes it possible for all citizens to access and participate in all governance structures. and priorities for their communication. Additionally, reforms including Political Parties' Act The essential role of professional communication in 2011 and Elections Act 2011 have drastically the functioning of political parties especially in changed the formation and management of political emerging democracies such as Kenya cannot be parties and their relationship with the voter. gainsaid. More so; communication between leaders and the led never just happens; it must be deliberately Consequently, these reforms mean that success of organized, developed and built. Voters need to be political parties is heavily dependent on their ability to informed about political programs, policy issues and clearly communicate the policies they consider political alternatives presented by the candidates and important and would like to pursue if voted into political parties. On the other hand, political power. A good communication strategy is instrumen- representatives need to know the concerns and tal in achieving this goal as it permits the political information channels of those whom they are party to frame issues in a perspective that is clearer and appealing to the voters. supposed to serve. Thus, this guideline is part of the broader thinking This Guideline for Preparing a Communication about strong party-based communication strategies Strategy for Political Parties is part of the work under a being vital avenues for meaningful public participaproject aimed at enhancing the capacity of political tion in political processes, informing citizens' electoral parties to communicate more effectively with the choices and connecting voters and elected officials voters through development and implementation of communication strategies. The project is a partner- around common programs. ship between CMD-Kenya and Danish Liberal Hon. J. B. Muturi Democracy Programme (DLDP). It is funded by the Danish Institute for Parties and Democracy (DIPD). Chairperson, CMD-Kenya Centre for Multiparty Democracy - KENYA A Guideline for Preparing a Communication Strategy for Political Parties
Page 1 and 2: CREATING EFFECTIVE PARTY-BASED COMM
Page 3: CONTENTS Foreword Acknowledgment In
Page 7 and 8: Acknowledgment We thank the DLDP an
Page 9 and 10: Introduction DIAGRAM 1: Organogram
Page 11 and 12: STEP ONE Getting Started In prepari
Page 13 and 14: STEP TWO Background Analysis TABLE
Page 15 and 16: STEP THREE Linking the Manifesto an
Page 17 and 18: STEP THREE Linking the Manifesto an
Page 19 and 20: STEP FOUR The Target Audience After
Page 21 and 22: STEP FIVE Message Development Overa
Page 23 and 24: STEP SIX The Vehicle The vehicle is
Page 25 and 26: STEP SIX The Vehicle TOOL CHANNEL T
Page 27 and 28: STEP SIX The Vehicle proactive in a
Page 29 and 30: STEP SEVEN Planning for Implementat
Page 31 and 32: STEP NINE Monitoring and Evaluation
Page 33 and 34: Appendices Appendix one: Tips on Me
Page 35 and 36: CMD - KENYA MEMBERS 1. Agano Party

Communication Strategy Guideline for Political Parties - CMD-Kenya

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