The primary objective of political campaigns is to reach out to the people. To achieve this objective political parties use various means of communication. Communication is of vital importance while developing political strategies because such stratagems have a broader impact. Politicians try to reach out to the masses with the help of various methods of communications. Right from hanging banners to developing campaigns on social media platforms, all are a part of political communication strategies. Hence, while developing a political campaign, party workers have to create and build suitable campaigns using various channels of communication. For example, if they want to gain access to young voters, then political campaigns that are suitable for social media platforms are the best method of reaching out to them. The modern generation of voters is very active on social media. Hence, to reach out to the maximum number of young voters, political campaigns suitable to be deployed on social media platforms have to be developed. Thus, political parties have developed specific communication strategies, the basic features of which have been discussed below.
The first step in developing a political communication strategy is identifying the target audience. The type of communication channel that you wish to use and the kind of campaign that you need to develop will depend on the audience. The recipients must be able to relate to the campaign. Say, for instance, your target audience is people living in rural areas. Then your campaign should be designed in such a manner that it discusses the ordinary and day-to-day problems faced by them. A significant part of the strategy would be how your political leaders aim to resolve the issues. The communication channel for the deployment of your campaign has to be rallies and direct contact with the people. The leaders will have to resort to the age-old method of word-of-mouth to reach out to the rural masses. However, communicating with people in urban areas will be different. Here political leaders have to discuss socio-political and economic problems. The communication channels also have to be changed. Usually, the preferred method of communications would be talk-shows that are aired by television channels, distribution of pamphlets, and giving interviews to newspaper reporters. Thus, the communication strategies of political leaders change depending upon the education, outlook, and problems faced by the target audience.
Another critical strategy for political communication is choosing a particular style or vocabulary to communicate to the masses. Some political leaders often try to impressive and inspirational language to make a more significant impact on the audience. The correct language of communication often helps the audience evaluate the personalities'' of their political leaders. They often associate more with a strong political leader. Others usually try to use a more personal approach, which displays their knowledge and awareness regarding the problems faced by commoners. A personal touch and a sympathetic approach are all the more essential if the particular political leader is trying to garner votes for an upcoming election. People sometimes tend to respond better if the language and diction are such that it shows that the leader is concerned about the people. While developing a speech, political leaders often tend to get verbose. This often causes a problem while communicating with the audience. Thus, the address of a political leader needs to have a strong diction, and the overuse of political jargon should be avoided. A speech is one of the most direct means of communication with people. Hence, it should be easy to understand and significant. So the outlook of the political leader must be taken into consideration. Then a particular style of communication and diction has to be chosen.
Another political communication strategy that political leaders often employ is testing the messages they wish to send to the public. For these party workers first, identify a small group of people on whom a particular political campaign would be tested. The message that their leader wishes to send to the people is first sent to this ''target group'' or ''survey group''. Depending upon their response, the reaction of the public is evaluated. If the responses of the people in the target group are optimistic, then the message can be sent out to the public. However, if their answers are not up to the mark, then changes must be brought about in the strategy so that it appeals to the people. The changes, too, would depend upon the response and expectations of the people in the target group. Thus, testing of messages is another strategy for political communication, which has been known to produce excellent results.
Communication is primarily a dialogue between two individuals. A more expansive version of this is political communication. Here the political leader wishes to communicate with a large number of people with the help of a particular channel of communication. With the advancement of technology, the means of communication have changed as well. Hence, political leaders have changed their communication strategies. They often communicate with the public with the help of social media platforms. Political party workers, as well as political leaders themselves, are quite active on various social media platforms. This gives the public the idea that the political leaders are in touch with them continuously. Moreover, based on the response that people provide on social media platforms, political leaders can develop their political campaigns. Thus, modernization is a vital part of political communication strategies.
Thus, the various strategies for political communication have changed over the years. Although some political leaders still prefer the standard means of communication, yet modernization is essential if they want to reach out to a broader section of the audience. Moreover, political strategies and campaigns also have to be developed based on the means of communication. So political leaders nowadays need to look at different strategies for political communication do get a better response from the people.
Apr 03, 2020