The emergence of the information society has changed the rules of political communication. The multiplicity of media and the speed of information delivery have redefined the dialogue between politicians and citizens, and both media and politics are losing credibility. Yet, a functioning democracy relies on an informed citizenry.
This book explores the possibilities and risks of political communication in the media age and presents possible strategies: politicians must increase their responsiveness to citizens’ interests, they need professional issue management and should enlist the help of journalists and PR experts to improve their communications skills. The innovative and scrupulous use of new media should be part of this strategy. Ultimately, policymakers should be equipped with media competence rather than leaving the public arena to media professionals.
The analyses and recommendations are the results of a German-American workshop of experts in the field of political communication.