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)

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