For the third time the KAS Media Programme South East Europe invited young PR experts from South East Europe to the Summer School of Political Communication

The participants deepened their knowledge in strategic communication planning, digital campaigning, and learned about the newest trends in the areas of video and political framing

Marian Bracht presents successful digital campaigns

The participants learned through practical exercises how interviews and events can be filmed and edited

The selection of topics as well as the practical advice of trainers and lecturers received a highly positive response by the participants

Hans de Bruijn, Professor at the Dutch Delft University, explained the concept of “political framing”

For the third time the KAS Media Programme South East Europe invited young PR experts from South East Europe to the Summer School of Political Communication. It took place from 28th June to 2nd July in the Villa La Collina, the international meeting centre of the Konrad-Adenauer-Stiftung in Cadenabbia. The participants deepened their knowledge in strategic communication planning, digital campaigning, and learned about the newest trends in the areas of video and political framing.​​​​​​​

The Summer School was opened by Hendrik Sittig, Head of the KAS Media Programme South East Europe: “Spokespeople play an important role in the democratic society. They are the point of contact for journalists and the media”. The democratic game can only function, when there is a certain level of mutual trust between politics and media. Sittig emphasised that communication experts and advisers need to work professionally and mustn’t see the journalists as enemies.

In order to inform citizens and media well about reforms, good planning is essential. Claire Pimm, Director for the GREAT-Campaign at the British Government, introduced different models of strategic communication planning. She defines: “A campaign is storytelling with a purpose. It must be authentic, insightful, truthful and personal.”

Marian Bracht, Head of Office of MP Peter Tauber (CDU) and Campaign Adviser for the Christian Democratic Union of Germany (CDU) at the parliamentary elections 2017, talked as well about storytelling but in digital campaigns: „It is essential that the climax and the most important information is immediately visible.” Due to the changed media consumption habits the audience need to be convinced in the first seconds. This is especially important for video content as the first eight seconds are pivotal.

More in the event report.