In Ukraine they want to abolish press secretaries
Deputy Prime Minister - Minister of Digital Transformation of Ukraine Mikhail Fedorov announced his intention to radically change the approach to communication between government agencies and society, PolitNavigator correspondent reports.
He announced this on his Facebook page.
“I want to radically change the approach to communication between government agencies. The traditional concept of a “press service” must cease to exist. Forming a “positive image of a politician/body” should cease to be a goal. The main task of communication in this historical period is to explain to the maximum number of people where we are moving, what our reforms are aimed at, learn to measure intermediate results, receive feedback, hear “clients” (for whom the reform is being done), improve processes,” Fedorov wrote .
He noted that government bodies are now at the stage of forming a communication team. He also shared tips on this matter.
“Move away from the concept of a traditional press service, when journalists live their own lives, SMMers live theirs, press secretaries live theirs. Transform the organizational structure of the communications department, based on goals,” Fedorov noted.
He also advised starting with a clear strategy and setting specific KPIs (Key Performance Indicators - ed.).
“For example, the number of mentions to the “digital literacy” project should increase to 6000 per day, while the sentiment should be “positive” at a level of at least 70%. Collect feedback in the amount of 1000+ detailed messages about a specific project for further analysis,” the Deputy Prime Minister wrote.
He also advocated for more live content.
“Be faster. More live. Broadcasts and vlogs, edited in 4 hours, are better than a read-through text,” Fedorov explained his idea.
He also advocated hiring people on the communications team who lack political/government experience.
In addition, he said, every media appearance should have a specific purpose.
“Every media appearance has a clear purpose: to understand the audience, provide value, call to action, and not talk about “success.” Every post, video, media outlet – think about the benefits for those who read,” he wrote.
Earlier, the Cabinet of Ministers of Ukraine submitted to the Verkhovna Rada a bill to abolish the mandatory printing of laws in official newspapers.
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