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Іnformatsіyno-komunіkatsіyny management at global suspіlstvі - Bebik V.M.

Dodatok 7.1.1 Management structure, concept and exemplary media plan promotional activities of political association in the electoral campaign

Centre for Strategic Analysis and Prediction Services (Head - Professor D. Olshansky)

(Olshansky DV Political P1 * - SPb., 2003, pp 271-280...)

Content

"Benchmarks"

General purpose

Target

The term of operation of the structure

object effects

Specific objectives

Description of principle of the algorithm and advertising of political management structure

1. Preparatory mode of operation: providing a preliminary political campaign

Stage 1: "What?" and for what?"

Stage 2: "What?" And How?"

Stage 3: "What?" and "How much?"

Stage 4: "What?" and why?"

2. "Hot" mode of operation "shock" of the political campaign

stage 1

stage 2

stage 3

stage 4

Institutional advertising political management forms

The main tasks of the structure of the functional departments

Department of Intelligence and Counterintelligence

Department of analysis and goal setting

implementation Unit

Baseline Work Staff

Key input

The main stages of the campaign

The basic organizational tasks

Major promotional events

the main task

Typical weekly pattern

Weekly mediamodel

Press: minimum objective and the maximum objective,

Radio: minimum objective and the maximum objective,

Television: minimum objective and the maximum objective,

Additional tasks

General goal: the formation of an effective, compelling to the public image of political association and its main leaders in the mass consciousness to ensure the highest possible number of votes in favor of the Association in the elections.

Target: creation of an optimal structure of management of advertising in political activities and associations targeted these activities.

Term structure of functioning of the middle of June - the day of the vote in mid-December.

Object effects: the electorate and its target groups.

Specific objectives: to achieve the general goals and solutions target solved cycle of four specific problems:

• analysis of the current situation;

• Develop a set of measures of impact;

• implementation of measures;

• assessment of the results and return to the first task to the next level.

Description fundamental advertising management algorithm

The concept of political advertising management scheme is a kind of a "ring", which includes the four major interrelated stages. The effective result is ensured continuous reproduction of the four "looped" stage within a week, and ideally - within 24-48 hours. The scheme operates in two basic modes: 1) preparation; 2) "hot". At the preliminary stage is the preparatory mode the main emphasis. Then debugged in the preparatory phase structure gradually becomes a "hot" mode - it differs only in the greater compactness in time (from the weekly cycle should be a transition to a 48-hour 24). In the future (after the completion of the political, especially electoral campaign) means preserving the structure, its translation back into the preparative regimen and further multiple use (in particular for the following political and other campaigns).

1. Preparatory operating mode: pre-campaign software

Preparation mode is a first necessary step of campaign management structure of the operation. At this stage, a structure; being established forms of cooperation; established mechanisms of the advertising campaigns; practiced communication with the media; conduct necessary preliminary research and analysis, political and organizational work.

Stage 1: "What?" and for what?" In the first phase are carried out basic research: a) the prevailing image of the Association and its leaders; b) actual and potential voters. Based on the analysis and prepared the operational (strategic and tactical) forecast formulated the basic principle assess the current situation (including the Association's image and status of the electorate), produced by the system of recommendations on improvement of the images of the Association and its leaders as well as elected referral system, tools and working methods with real and potential voters. After that, the final political decisions are taken.

To this end, during the first two months after the start of the cycle is carried out basic sociological research on nationwide sample; specialized psychological research (series of focus groups); and a number of psychosomatic phonosemantic research (definition of efficiency attributes, text slogans, mottoes, etc...); several specialized expert interviews. In order to save money could be partially conducting their own original research in conjunction with the pursuit, acquisition and focused "secondary analysis" of the results of foreign studies, conducted independently or on the orders of other electoral associations. As a result of this step is to give answers to the questions "What?" and for what?".

Preparatory research and analysis poses a major information base on all further campaign. Subsequently, the base will need only timely operational refinement and natural partial periodic updating in the form of specialized monthly, then weekly, and in "hot" mode of daily forecasting and analytical reports. These reports will relate the incoming operative information with the already established information-analytical basis and make recommendations for operational policy decisions.

Step 2: What? And How?" In the second stage, based on the already adopted basic assessments, policy decisions and agreed recommendations, developed a system of active measures (directions and means of influence on the electorate) to change the situation in the most favorable for the union side. This stage involves the answers to questions like "What?" And How?" - That is, includes the development plan and the identification of specific mechanisms for implementation of the "shock" advertising of the campaign (including the calculation of the available material and financial resources, the definition of the necessary channels and specific instruments of influence;.. The establishment of links with the media, etc. - up to determine the geographical locations of various speeches and appeals, as well as advance preparation of their texts).

Stage 3: "What?" and "How much?" The third stage is implemented already developed and agreed with the political leadership of a complex of active measures. In the preparation mode - this is the stage to support the political campaign (the preparatory stage to the "shock"). This implies the implementation of specific, relatively small number of advertising campaigns in the media without the express designation of the pre-election political campaign. The main issues of this stage: "What?" and "How much?". The third stage in the preparatory operation mode includes:

• The emergence of "visual image" of the Association: information on activities, interviews and "portraits" of the leaders, the stories of specific actions on the TV at least 2-3 times a week. And the emphasis on the more "watchable" time (evening "prime time") on the broadcast channels (ORT, RTR, partly - NTV and TVC);

• The emergence of the "sound image" of the Association: information on activities, interviews and "portraits" of the leaders, the stories of specific actions on the radio at least 5-8 times per week; with emphasis on the most "listening" time (for radio - morning "prime-time") on the most massive and broadcast ( "push") channels (radio "Russia", "Lighthouse" in part "Moscow speaking") and leading RM-stations ( "Echo of Moscow", "Open radio", "Europe plus" and others.);

• The emergence of "printed image" of the Association: information on activities, interviews and "portraits" of the leaders, stories about specific actions in major newspapers, obviously (and even more so when the special effort) "doomed" for additional publicity and getting into the television and press radioobzory - at least a 3-4 week publications; with emphasis on the most massive, large-circulation newspapers and authoritative ( "AIF", "Work", "News", "Komsomolskaya Pravda", "Kommersant", subject to enhanced control - "Moskovsky Komsomolets").

Stage 4: "What?" and why?" In the fourth stage, stage monitoring, carried out a special analysis to assess the results obtained ( "Feedback"), and, based on the newly implemented assessment the current situation and makes recommendations. On this basis adjustments are made in the specific plan of action "hot" political advertising activities. The basic at this stage are the questions: "What?" ( "What is the effect?") And "Why?" (Ie, why, who and what kind of effect was the result of the measures). The newly defined "screening" questions "What?" and "Why?", but now with respect to what has been done and what is to be done next. Here the fourth stage as it merges with the first step of the next cycle once again be returning to the first stage of the issues, but at a new "turn of the spiral." We can say that this is completed "preparation" mode, and after a technical break begins "hot" mode of operation of the election campaign structure.

2. "Hot" mode of operation "shock" of the election campaign

Detailed study of the "hot" mode of operation, so that it was not realistic and was to naivno- "pozhelatelnym" action programs should be based on the results of at least the first stage (and optimally - all four stages) preparatory mode. For further effective motion must be received clear answers to five basic questions: "What?", "Why?", "How?", "How much?" and "What are the effects?". Without it difficult to move forward politically and economically inefficient.

Earlier modeling of "hot" advocacy campaign is possible only on an interim basis. Another would simply not serious shamanism. As a rule, in modern conditions the actual simulation is usually carried out in parallel with the creation of the structure and the beginning of its operation described above in the preparation mode - so that specific models, programs and plans were ready for at least nine months before the elections.

In this case, the "hot" agitation and propaganda campaign could begin no later than three months before the elections and flow in the form of two main "waves". The first "hot wave" (conditionally: the third week of August - the third week of October) will be aimed at pre-mobilization of supporters' associations and the most active members of the electorate to the successful collection of signatures required for the registration is not "pre-election" and the election of the Association. The second "hot wave" (conditionally: the third week of October - before the election day) will aim to have a direct mobilization of the electorate - to a quite definite vote in favor of the union and its leaders.

In principle, the "hot" management structure of the operation mode includes the same four stages. The difference between the "preparatory" and "hot" mode is that in a "hot" mode, the above-described structure begins to operate in a very prompt, almost daily (24 48-hour, taking into account the time for implementation and evaluation of the effect) work schedule.

Stage 1 basic algorithm "curtailed" until 24-48 hours (according to different elements). Media monitoring and obtaining special information go daily (media) and weekly (research data) modes, with an emphasis on lighting a) the activities of the Association and its leaders; b) shares of opponents against the Association and its leaders; c) shares opponents to promote their organizations and leaders. The results of the media monitoring and special information of political association management receives on the following schedule:

1) monitoring of the press: in the middle of the publication of newspapers; product form: a) digest and b) analytical review of the press;

2) monitoring of radio and television by the end of the release (morning blocks), and the next morning (evening blocks); product forms: a) record the key tracks on audio and video cassettes; b) in the middle of the next day - an analytical review of the radio and television;

3) Special Records: as soon as available and special plan.

Stage 2 also "rolled up", and so that the processing of information, its analysis and development of operational policy and advocacy recommendations should not exceed 36 hours - otherwise the recommendations are beginning to become obsolete and may simply lose meaning. The results of the analytical work of the political leadership of the Association gets to the end of each day: a) an operational comprehensive political science, sociological and psychological analysis - 3-5 pages with the recommendations in the next 2-3 days, and 6) every Saturday weekly comprehensive analysis - 8-10 pages with the recommendations of the week.

Stage 3 "rolled up" so that, in turn, taken by the political leadership of the Association of the recommendations in the advocacy field prior to their implementation in the media took place less than 48 hours. Massaging and efficiency of the campaign will be determined primarily by the financial, advertising and communication resources, which will have a union. In principle, the campaign (especially during the "second wave hot") shall include (Special Plan) the following activities:

• daily presence on television (Channel 2-3);

• daily presence on the radio (channels 3-5);

• daily presence of at least 2-3 large-circulation newspapers;

• special press conference 2-3 times a week;

• Special large-scale actions (concerts, conferences, meetings, etc...) - According to a special plan, 2-3 times a week;

• serious block visual aids, including 5-8 different posters, leaflets 5-8 options, calendars, etc. - without taking into account their own activities of the regional offices..;

• serious efforts to interpersonal propagation (eg street - for members of the Association who stand for elections in single-mandate constituencies, as well as the mass of personal meetings of leaders of the Association with the voters in "shock" for the Association of regions - in this case the principle of "cluster consolidation" for each of the leaders group of regions). The results of the efforts of the work within the framework of the third stage of the political leadership of the Association of tracks in the form of special summary reports (daily morning oral presentations), as well as monitoring data for the media (see. Step 1).

Step 4: Monitoring and feedback are almost continuously (results - weekly and spetstrebovaniyam) using monitoring sociological, socio-psychological, political science and other necessary microtools. If you have spent a representative nationwide sample survey on specific items should take no more than three days (including reports). The results of serial monitoring studies of political association management receives on a weekly basis of the product forms: a) brief reports in the afternoon every Friday and 6) detailed analytical reports every Monday.