5 Points for a Communicative Awakening for Democratic Institutions
The recent state elections in Germany have made it clear that the political landscape is constantly in flux. Democratic politicians, parties, and social institutions must find new ways to communicate their messages effectively and gain citizens' trust.
In addition to the tried and tested communication channels, less used platforms and innovative approaches should also be given greater focus. Here are five key points that can serve as the basis for a communicative awakening.
0. What right-wingers have ahead of us democrats
They understand the age-old phrase and internalize it constantly: communication is everything and everything is communication. In other words, the next hire of your organization shouldn’t be a specialist consultant, but rather a committed communicator. Perhaps even a young person. However, their expertise must also be listened to. Communication should not be an appendage that is smiled at. But it still is in too many areas. We also need to stop overthinking everything. Should we be on TikTok or not? Yes, of course, we should, the others have been around for a long time.
1. Authenticity and clarity in the message
Democratic players should develop clear, understandable, and authentic messages. Citizens want to know what a political institution stands for without being confused by unclear or contradictory statements. Transparent communication based on people’s real needs strengthens trust and improves dialog. Do you think you have this message? Go out and ask people how they see you or your organization! An important point here is de-academization, so use simple language, for example.
2. Underused channels: Messenger services and LinkedIn
While platforms like Facebook and Twitter are highly frequented, less used channels such as messenger services (e.g. WhatsApp, Signal, Telegram) and LinkedIn still offer untapped potential. Messenger services make it possible to contact citizens directly and personally. Democratic institutions can offer exclusive content, direct dialogues, and mobilization calls that create a closer bond. Think about which platform you can meet all your family members on — from your child to your grandma. That’s right, WhatsApp, Signal, Telegram.
LinkedIn is ideal for communicating political content and visions in a targeted business context. Here, political programs can be discussed in a professional environment and support can be gained from opinion leaders. This is already happening in isolated cases, but still far too rarely.
3. Reaching young voters on Snapchat and TikTok
Snapchat and TikTok are platforms, used intensively by younger target groups in particular, but are often neglected by political actors. The result was visible in the elections at the weekend. Democratic institutions should use these platforms to communicate political messages creatively and entertainingly. Short videos, challenges, and interactive content can generate attention and appeal to a younger target group. Complex topics should be presented in a way that is easy to understand and visually appealing to get young people excited about democratic processes.
4. Listening and dialog at eye level: Community platforms and forums
Citizens want to feel that they are taken seriously. It is therefore crucial that democratic actors and institutions focus more on dialog and actively listen. Away from the major social networks, specialized community platforms and online forums (such as Reddit or topic-specific discussion groups) offer valuable insights into the needs and opinions of specific target groups. Here, democratic actors can enter discussions, obtain feedback, and clarify their positions.
5. Strengthen coalitions and alliances through targeted network communication
The fragmentation of the political landscape requires increased cooperation between democratic actors. Coalitions and alliances can create a broader basis and achieve political goals more effectively. Networks such as LinkedIn, and platforms such as Meetup or Eventbrite, can be used to organize targeted events, workshops, and network meetings that bring democratic forces together and promote exchange. Such platforms are particularly suitable for building long-term strategic partnerships and intensifying cooperation.
If you’re wondering how to implement all this, I recommend a look at the big brands. They always show the way to creative channels and media. “Follow the money” is true here too. International brands are already using Snapchat to reach kids between 13 and 24.
A few figures on Snap, the underestimated powerhouse, can be found here:
Kamala and Bild are already there too.
Incidentally, the privacy-compliant Signal Messenger can also broadcast groups:
One more important recommendation. Of course, you can always write to me or the KNO team if you have any questions or need specific help. That’s what we’re here for.
