Effective external media communication Colonel Jen Sipos spokesperson

Effective external media communication Colonel Jenő Sipos, spokesperson, Directorate General of the Hungarian Customs and Finance Guard

Communication of the public administration REGULAR communication activities of the government organization Levels: • European • national • local or government

COMMUNICATION – Everyone communicates • orally • with one’s posture • clothing • behaviour etc.

Communication of the public administration • regulated • professional • fast • factual

Obligatory provision of information Public servant and finance guard maintains contact with client The organization is obliged to inform

Work of a public administration = communication • professional background materials • drafting decisions • intra-organizational contact maintenance • customer service • external and internal communication in one

Interpersonal communication – Mass communication Expressive communication – Deliberate communication Occasional – Regular

External communication • Anticipating events • What PR instruments are used? • How fast is it? • How credible is it?

Characteristics of the media • Market competition • Profit-oriented (in case of commercial media) • Equity requirements • Tradition and prestige • Specialisation (Paprika TV, Animal Planet, BBC…) • New media (eg. internet) • 1 minute – 1 news item (radió)

Communication of public administrations • Pre-determined (professionally and politically) • Regulated (law, regulation, governmental orders) • Obligatory • Structured Ø governmental Ø departmental Ø hierarchical • Planned • Improvised • Static • Creative • Adaptable • Effective

In external communication the following are to be defined • target group • instrument for mediation • message

Communication activities at the Hungarian Customs and Finance Guard • press monitoring • press compilation • answering requests/questions of journalists • preparing background material • contributing to programs of directors • editorial assistance in Pénzügyőr and Vám-Zoll magazines • editorial assistance in the organizational web site and Intranet • managing a photo and video archive • supervising and coordinating regional press correspondents

Effective external communication If the message reaches the target group. Conditions: • clearly and exactly drawn up message • selection of the mediating channel (media, statement, press conference) • selection of a title raising interest • sending the message to the media • publication in media • feedback • assessment

Thank you for your attention Colonel Jenő Sipos, spokesperson http: //vam. gov. hu 06 -40 -FINÁNC Hungarian Customs and Finance Guard - Protecting the economy in the interest of all of us