What do you do if your media communication strategy is not effective in Public Administration?

If communication succeeds, the content does not arrive, no effect is achieved, then it should be investigated why this is the case. Qualitative and quantitative studies using surveys or observing the behaviour of the target group are certainly a good way to find out more. But what then? Once all the data and results are available, they must be applied. This is done by adapting the previously created media. And this is exactly where you must not get lost, which happens all too often. One deviates from the knowledge gained, again for the better. It is therefore advisable to always check during the revision process whether or not the adaptations are in line with the knowledge that has been gained.

This assessment process is definitely the direction to take before making any decisions about whether to make changes or not to the communication strategies. Once you understand what works and what doesn’t, it becomes clear what kind of initiatives that should be considered to help you achieve a successful campaign.

In addition to the great advice from other colleges in this forum: If you or your stakeholders feel a competitor is more effective, conduct an audit of your competitors media and social media to better understand the difference. See if you can identify their approach and look at their 360 campaign effectiveness. It is not about copying them. It is identifying the white space that you can hold an de different.

Do your goals complement your strategy? Seems like it should be a simple yes. However, we all know it can be easy for a communicator and/or marketer to get pulled in different directions based on what your internal stakeholders are pushing for. Work to keep you socialized and agreed goals as your compass for your activities and do a reality check regularly. Sometimes the key factor it to get back on track.

If media are revised according to findings from studies, surveys or observations, no template can be applied with the label "guaranteed success". Individuality is often the magic word, and this sometimes requires courage - the courage to realise that it won't work again, but courage can be rewarded more than creating media that is supposedly good. No, they should stand out, and that happens through personality. It is the special character of the medium that sticks in people's minds as a memory, the little flaw, the imperfect but likeable. Therefore - don't book a specialized photographer, but someone with an eye for your concerns!

Looking each other in the eye, picking up on the emotions of the other person, mirroring laughter or discovering critical frown lines in the audience during a presentation - these are anchor points for filling presentations with life. I myself try to speak directly to people in presentations who convey their emotions to me non-verbally. They are right there with me, listening - and then I want to know what is behind the facial expressions shown. Because only I as the speaker can see that, but the audience can't see the person sitting in the audience. I like to pick up on this and involve the audience in my presentation. It has a revitalizing effect on the entire presentation, because passive, non-verbal listeners become active contributors.

It's not just media trends that are changing, other things are changing long before that - the environment, society! These changes, which give rise to changing needs, views and ultimately behaviour, also have a significant influence on the use of media. It is these things that bring about change, intentionally or unintentionally, but people react to them. Some do this sooner, some later. First there are a few, then the majority follow, and finally it levels off again. Figuratively like a normal distribution (Gaussian curve). Those who discover developments early have a clear advantage and are pioneers.