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Effective external media communication

Effective external media communication. Colonel Jenő Sipos, spokesperson, Directorate General of the Hungarian Customs and Finance Guard. Communication of the public administration. REGULAR communication activities of the government or government organization Levels: European national

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Effective external media communication

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  1. Effective external media communication Colonel Jenő Sipos, spokesperson, Directorate General of the Hungarian Customs and Finance Guard

  2. Communication of the public administration • REGULAR communication activities of the government or government organization • Levels: • European • national • local

  3. COMMUNICATION – Everyone communicates • orally • with one’s posture • clothing • behaviour etc.

  4. Communication of the public administration • regulated • professional • fast • factual

  5. Obligatory provision of information Public servant and finance guard maintains contact with client The organization is obliged to inform

  6. Work of a public administration = communication • professional background materials • drafting decisions • intra-organizational contact maintenance • customer service • external and internal communication in one

  7. Interpersonal communication – Mass communication Expressive communication – Deliberate communication Occasional – Regular

  8. External communication • Anticipating events • What PR instruments are used? • How fast is it? • How credible is it?

  9. Characteristics of the media • Market competition • Profit-oriented (in case of commercial media) • Equity requirements • Tradition and prestige • Specialisation (Paprika TV, Animal Planet, BBC…) • New media (eg. internet) • 1 minute – 1 news item (radió)

  10. Communication of public administrations • Pre-determined (professionally and politically) • Regulated (law, regulation, governmental orders) • Obligatory • Structured • governmental • departmental • hierarchical • Planned • Improvised • Static • Creative • Adaptable • Effective

  11. In external communication the following are to be defined • target group • instrument for mediation • message

  12. Communication activities at the Hungarian Customs and Finance Guard • press monitoring • press compilation • answering requests/questions of journalists • preparing background material • contributing to programs of directors • editorial assistance in Pénzügyőr and Vám-Zoll magazines • editorial assistance in the organizational web site and Intranet • managing a photo and video archive • supervising and coordinating regional press correspondents

  13. Effective external communication • If the message reaches the target group. Conditions: • clearly and exactly drawn up message • selection of the mediating channel (media, statement, press conference) • selection of a title raising interest • sending the message to the media • publication in media • feedback • assessment

  14. Thank you for your attention Colonel Jenő Sipos, spokesperson http://vam.gov.hu 06-40-FINÁNC Hungarian Customs and Finance Guard - Protecting the economy in the interest of all of us

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