Abstract
This research considers the communication strategies of policy implementation results in terms of 1) patterns of communication strategies 2) the communication content; and 3) ways to further develop communication strategies. This qualitative research used the methods of participatory observation and in-depth interviews. There were eight key informants, including the mayor, the deputy mayor, the municipal permanent secretary, division directors, and public relation officials. All of whom were involved with communicating the policy implementation results of the mayor for at least four years. Data were analyzed through descriptive analysis. The results showed that 1) patterns of communication strategies were (a) building participation among all stakeholders; (b) reaching all target groups; (c) using both new media and traditional media and (d) aiming to inform, change attitudes and behavior. 2) Content was considered in (a) the results of accomplished work and plans for the future; (b) concise and interesting content; (c) content that comes from government agencies, municipal offices and local citizens and (4) messages aimed at making people valuable members of the community. 3) Ways to develop communication strategies are (a) building a participatory communication; (b) creating a network of community communication; (c) enhancing the knowledge, attitudes and skills of community communication leaders, and (d) organizing a continuous evaluation system.
Details
Presentation Type
Theme
2019 Special Focus: The Future of Democracy in the Digital Age
KEYWORDS
Communication strategies, Media usage
