CREATING EFFECTIVE PARTY-BASED COMMUNICATION A Guideline for Preparing a Communication Strategy for Political Parties This publication was supported by: CONTENTS Foreword DANISH INSTITUTE FOR Acknowledgment PARTIES AND DEMOCRACY Introduction 01 STEP ONE Getting Started 04 STEP TWO Background Analysis 05 Danish Liberal STEP THREE Linking the Manifesto and the Communication Strategy 08 Democracy The Target Audience Programme STEP FOUR 12 STEP FIVE Message Development 14 STEP SIX The Vehicle 16 STEP SEVEN Planning the Implementation 22 STEP EIGHT Feedback Mechanism 23 STEP NINE Monitoring and Evaluation 24 Summary 25 Appendices 26 This publication was supported by: CONTENTS Foreword DANISH INSTITUTE FOR Acknowledgment PARTIES AND DEMOCRACY Introduction 01 STEP ONE Getting Started 04 STEP TWO Background Analysis 05 Danish Liberal STEP THREE Linking the Manifesto and the Communication Strategy 08 Democracy The Target Audience Programme STEP FOUR 12 STEP FIVE Message Development 14 STEP SIX The Vehicle 16 STEP SEVEN Planning the Implementation 22 STEP EIGHT Feedback Mechanism 23 STEP NINE Monitoring and Evaluation 24 Summary 25 Appendices 26 Vision Foreword The vision of CMD-Kenya is to The general election is approaching in Kenya at The development of the guideline was a consultative process, which took account of prior experience and promote the institutionalization a time, when the country has promulgated a new Constitution and embarked on wide- lessons learnt during various communication training of vibrant and democratic spread reforms. workshops conducted from October 2011 to January political parties capable of 2012 with the 27 CMD-Kenya member Political Specifically, the Constitution secures social, economic Parties. The parties undertook a communications enhancing and perpetuating and political rights besides creating a facilitative legal needs assessment and identified challenges, needs multiparty democracy in Kenya. framework that makes it possible for all citizens to and priorities for their communication. access and participate in all governance structures. 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 supposed to serve. and appealing to the voters. 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 participa- project 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 around common programs. communication strategies. The project is a partner- ship between CMD-Kenya and Danish Liberal Hon. J. B. Muturi Democracy Programme (DLDP). It is funded by the Chairperson, CMD-Kenya Danish Institute for Parties and Democracy (DIPD). Centre for Multiparty Democracy - KENYA A Guideline for Preparing a Communication Strategy for Political Parties Vision Foreword The vision of CMD-Kenya is to The general election is approaching in Kenya at The development of the guideline was a consultative process, which took account of prior experience and promote the institutionalization a time, when the country has promulgated a new Constitution and embarked on wide- lessons learnt during various communication training of vibrant and democratic spread reforms. workshops conducted from October 2011 to January political parties capable of 2012 with the 27 CMD-Kenya member Political Specifically, the Constitution secures social, economic Parties. The parties undertook a communications enhancing and perpetuating and political rights besides creating a facilitative legal needs assessment and identified challenges, needs multiparty democracy in Kenya. framework that makes it possible for all citizens to and priorities for their communication. access and participate in all governance structures. 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 supposed to serve. and appealing to the voters. 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 participa- project 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 around common programs. communication strategies. The project is a partner- ship between CMD-Kenya and Danish Liberal Hon. J. B. Muturi Democracy Programme (DLDP). It is funded by the Chairperson, CMD-Kenya Danish Institute for Parties and Democracy (DIPD). Centre for Multiparty Democracy - KENYA A Guideline for Preparing a Communication Strategy for Political Parties Mission Statement Acknowledgment The mission of CMD-Kenya is to We thank the DLDP and DIPD for the funding Finally, we commend the efforts of Mr. Frankline Mukwanja who coordinated the development of the facilitate the growth of and received for the implementation of the project. Thanks to their support, the capacity of guideline and shepherded this project from incep- perpetuate multiparty democracy political parties to communicate more effec- tion. We also thank the Communication Consultant, through the capacity building of tively with the voters will be enhanced. Ms. Hanne Tornager for her valuable input in the development of the guideline. I remain indebted to political member parties in We acknowledge the contribution of CMD-Kenya CMD-Kenya peer review team comprising of Dr. Carey Kenya. member political parties' for actively engaging in the Francis Onyango, Ms. Sarah Muhoya and myself for workshops, asking constructive questions and our cooperation and input during the development offering new insights into political communication. of the guideline and support throughout the We also appreciate the professional input by Kenyan implementation of this project. and Danish experts who facilitated discussions in different thematic areas in various workshops held. Njeri Kabeberi The experts played a crucial role in the collaborative Executive Director, CMD-Kenya process of discussing outlines and graciously reviewing drafts to bring this guideline to fruition. Centre for Multiparty Democracy - KENYA A Guideline for Preparing a Communication Strategy for Political Parties iii Mission Statement Acknowledgment The mission of CMD-Kenya is to We thank the DLDP and DIPD for the funding Finally, we commend the efforts of Mr. Frankline Mukwanja who coordinated the development of the facilitate the growth of and received for the implementation of the project. Thanks to their support, the capacity of guideline and shepherded this project from incep- perpetuate multiparty democracy political parties to communicate more effec- tion. We also thank the Communication Consultant, through the capacity building of tively with the voters will be enhanced. Ms. Hanne Tornager for her valuable input in the development of the guideline. I remain indebted to political member parties in We acknowledge the contribution of CMD-Kenya CMD-Kenya peer review team comprising of Dr. Carey Kenya. member political parties' for actively engaging