Forgetting One's Own Troops: Why Internal Communication Should not be Neglected in Politics (Die vergessenen eigenen Truppen: Warum interne Kommunikation auch in der Politik nicht vernachlaessigt werden sollte)

Politik & Kommunikation, No. 7, pp. 52-53, July/August 2008

2 Pages Posted: 5 Aug 2008 Last revised: 9 Mar 2010

See all articles by Holger Sievert

Holger Sievert

Macromedia University; Technische Universitaet Munchen (TUM); University of Cambridge; Institute for Public Relations

Leonard Novy

University of Cambridge - Centre of International Studies

Date Written: 2008

Abstract

In contrast to large, successful companies, for whom internal communication is as important as external, political parties tend to focus heavily on external communication, sometimes leaving their own members and employees ill informed. Where communication does occur, it is often heavily "top down" and accessible to all, beyond party boundaries. The article investigates the negative effects of this situation on parties' ability to attract and retain members and supporters. It goes on to analyze how improving and modernizing internal communication could see an upturn in popularity and fortune for German political parties, mentioning examples of where the same changes have worked in the business world.

Note: In German language only.

Note: Downloadable document is in German.

Keywords: politics, PR, Germany, communication, internal

JEL Classification: P00

Suggested Citation

Sievert, Holger and Novy, Leonard, Forgetting One's Own Troops: Why Internal Communication Should not be Neglected in Politics (Die vergessenen eigenen Truppen: Warum interne Kommunikation auch in der Politik nicht vernachlaessigt werden sollte) (2008). Politik & Kommunikation, No. 7, pp. 52-53, July/August 2008. Available at SSRN: https://ssrn.com/abstract=1184062

Holger Sievert (Contact Author)

Macromedia University ( email )

Head of Media School
Bruederstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.hochschule-macromedia.de/pr

Technische Universitaet Munchen (TUM)

Arcisstr. 21
Munich, 88045
Germany

HOME PAGE: http://www.communicate-program.de

University of Cambridge

Churchill College
Storey's Way
Cambridge, CB3 0DS
United Kingdom

HOME PAGE: http://www.cam.ac.uk

Institute for Public Relations

PO Box 118400
2096 Weimer Hall
Gainesville, FL 32611.8400
United States

HOME PAGE: http://www.instituteforpr.org/

Leonard Novy

University of Cambridge - Centre of International Studies ( email )

First Floor, 17 Mill Lane
Cambridge, CB2 1RX
United Kingdom

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