Effective external media communication Colonel Jen Sipos, spokesperson, Directorate General of the Hungarian Customs and Finance Guard Communication of the public administration REGULAR communication activities of the government or government organization Levels: European national local COMMUNICATION Everyone communicates orally with ones 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 (radi) Communication of public administrations Pre-determined (professionally and politically) Regulated (law, regulation, governmental orders) Obligatory Structured governmental departmental 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 Pnzgyr and Vm-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 Jen Sipos, spokesperson FINNC Hungarian Customs and Finance Guard - Protecting the economy in the interest of all of us