Better communication in Europe - Media Programme Southeast Europe
Event Reports
The professional association SEECOM, founded by the KAS Media Program, brings together communications experts from the public sector with an interest in a modern concept of political communication – above all, transparency and citizens’ dialogue. "It is a fundamental responsibility of governments to engage their citizens actively in politics", the Bulgarian President Rosen Plevneliev contended in a message to the conference participants. "Citizens are entitled to expect that leading politicians perform their work in a more transparent and efficient manner." Plevneliev expressed his support for the objectives of SEECOM and emphasised the increasingly decisive role of stronger regional cooperation in South East Europe facing challenges like the refugee crisis.
In a welcoming speech, the German ambassador in Bulgaria, Detlef Lingemann, expressed the view that citizens today have significantly higher expectations of the dialogue with politicians. The work of experts in communication in politics therefore acquires an increasing significance. Ognian Zlatev, Head of the Representation of the EU Commission in Bulgaria and Chairman of SEECOM, underlined in his opening remarks that "public dialogue in the turbulent Balkan region is an instrument for the reconciliation of differences".
Christian Spahr, Head of the KAS Media Program South East Europe, referred to representative surveys conducted by the Foundation in Bulgaria and Romania, according to which around two thirds of the citizens are dissatisfied with communication by politicians. "Particularly in situations of crisis, governments must increase their communication." It was therefore important to create good working conditions for spokespersons and PR specialists and to encourage the exchange of information about successful examples of citizen dialogue.
British Head of Communications Alex Aiken explains measurement of PR success
Alex Aiken, Head of the Communications Department of the British Government, presented a leading model in Europe in the field of government communications. "The function of communication is to improve the life of the citizen, and communication is a strategic contribution to the work of a government", Aiken asserted. In an interactive workshop with participants, he explained how the success of communication can be measured and improved. Communication was increasingly a scientific question.
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