Communication Strategy Guideline for Political Parties - CMD-Kenya

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Introduction Rationale for a Communication Strategy The development of this guideline has been done and implement a communication strategy. Having a with a clear understanding that political parties in communication strategy will go a long way in helping Kenya in general have not evolved internal and political parties to have sustainable communication external communication policies. It is also apparent and information framework that engages the public that they do not have effective modalities for and keeps them informed about the parties' policies, interacting with the citizenry. The resultant commu- agendas or ideologies. nication difficulties faced by political parties are clearly captured in both the Communication Needs The importance of communication as a management Assessment carried out in October 2011 and the tool cannot be gainsaid. Indeed, success of any Political Parties of Kenya Communication and Media political party can be highly enhanced through a clear Audit prepared in 2005 by CMD-Kenya. communication structure that is well known and understood. On their own, brilliant policies and While there is some commendable improvement visions cannot guarantee success for a party. They from 2005- when the audit revealed that 90 % of must be supported by purposeful, structured and political parties did not have websites- we now targeted communication. A party needs effective observe that individual politicians are investing communication to successfully build party memberheavily in New Media. However, this is not reflected in ship and convince voters. Through effective commutheir political parties. The political parties still rely on nication, political party stakeholders have a way to traditional media as the channel of communication interact, seek useful answers to their questions, and with 66 % of the parties stating their best means of voice opinions on the party's position on major issues. communication is through radio and newspapers. It is advisable to place communication function The 2011 Communication Needs Assessment further strategically in the party organization structure. Once confirmed the findings of the 2005 Audit that a well placed, this function can be used to facilitate an majority of political parties lack the requisite open horizontal and vertical communication in the professional communication capacity within their party. In other words, members should be able to structures. Particularly during electioneering period, communicate with party leaders, local branches individual politicians (mostly at presidential level) should be able to share information, groups and ensure necessary professional capacity for communi- committees should be able to reach out to the cation in their campaign teams and tend to 'ignore' National Executive Committee/ Council (NEC) and their parties. vice versa. Consequently, the parties face major challenges in communicating with the public on their policies, agendas or ideologies. Hence, this guideline is aiming to be practical and instructive in providing an overview of a step by step process on how to prepare 01 A Guideline for Preparing a Communication Strategy for Political Parties Centre for Multiparty Democracy - KENYA
Introduction DIAGRAM 1: Organogram Explaining Strategic Placement of Communication Functions in the Party Structure STRATEGY COMMITTEE MINORITIES AND MARGINALIZED LEAGUES Centre for Multiparty Democracy - KENYA RESOURCE MOBILIZATION COMMITTE NATIONAL DELEGATES CONFERENCE NATIONAL GOVERNING COUNCIL COMMUNICATIONS OFFICE YOUTH LEAGUE NATIONAL EXECUTIVE COMMITTEE/COUNCIL SECRETARIAT LOCAL BRANCHES PARLIAMENTARY GROUP COMMITTEE PEOPLE WITH DISABILITIES LEAGUE PARTY MEMBERS, SUPPORTERS, VOLUNTEERS OTHER RELEVANT COMMITTEES WOMEN LEAGUE A Guideline for Preparing a Communication Strategy for Political Parties 02
Page 1 and 2: CREATING EFFECTIVE PARTY-BASED COMM
Page 3 and 4: CONTENTS Foreword Acknowledgment In
Page 5 and 6: Foreword The general election is ap
Page 7: Acknowledgment We thank the DLDP an
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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