The role of new media in the local campaign

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Zagreb, 4th of March – "The internet is today's fastest and most efficient way of getting close to the citizens, and new concepts and media also open new possibilities for the conveyance of ideas and messages", said Dražen Sudinec, member of CPP's Zagrebačka county's Presidency on the Academy's seminar about communication with the media and voters and the role of modern PR techniques in the campaign.

He said in the continuation that, on the other hand communication channels are appearing such as web pages, social networks and the internet which has raised media communication to a higher level of interactivity. Speaking about social networks, Sudinec noted that they are an integral part of voters' lives and one of the main focuses for two-way communication with the voters. He gave special mention to Facebook and Twitter which potential voters in Croatia use so it can be said that they are communication channels of high quality.

"The user has a greater degree of control with new media so communication isn't one-way anymore, rather, everyone can express their opinion, communicate or create content", highlighted Sudinec.

In the second part, Sudinec spoke about the two-way process of communication in great detail, in which the voters have an increasing desire to communicate using new media through various internet platforms.

"The voters participate in the creation of the campaign by way of various internet platforms, message propagation and development of the political discussion in an online environment. They seek answers on questions asked over social networks, and they can form their own verdict about the candidates and offered programmes through their direct communication", concluded Sudinec.

The seminar ended with an exposition about adaptation to the media rules and wise use of communication channels with the goal of achieving as large an efficiency as possible.

The education was held as part of an extended session of CPP's Zagrebačka county Presidency.