Politics takes the lead

Posted by Aleksandra Hristov on October 3rd, 2021 under Articles | No Comments »

Foto – Zoran Mrdja

BELGRADE, October 1, 2021 (FoNet news agency) – The current Pandemics is often misused for the political purposes, the consultant for the strategic communication Ms. Aleksandra Hristov says for FoNet series Destination, adding that in the crisis it is always forbidden to attempt to score the political points or otherwise attempt to profit, whereas it is essential to continuously communicate with the population. The following are Ms. Hristov’s main thoughts on this matter.

On the subject of the consequences of the corona pandemic for the society in general it has to be highlighted that sending the uneven and contradictory messages remains one of the main problems in the communication of the Center for Disease Control in Serbia (CDCS) towards the citizens (in Serbia).

The general public has noticed that the political part (and not the professional) of the CDCS always prevails, and consequently the trust in their measures is eroded.

This has a very detrimental effect to what is to be achieved, namely the protection of the population against the transmissible disease as the practice of CDCS of criticizing the citizens behavior must be condemned.

In the past several days the vast majority of medical doctors have again warned about the dramatic increase of newly infected with the corona virus while for the past three weeks the CDCS pompously announces the introduction of the Covid-19 certificates, whereas at the same time one of its own board members says that this particular measure is not necessary.

Serbia currently does not have the strong anti vaccination movement but the population nevertheless does not trust anyone anymore as it is one of the results of the wrong way of public communicating.

When promised, it is imperative that all the rules are put forward and implemented together with the defined sanctions for those who fail to comply, otherwise the citizens continue to behave as they find appropriate.

In principle every action is loaded with the responsibility, and CDCS evidently does not feel the moral obligation to resign because their recommendations are either not implemented or produce the low numbers of vaccinated individuals.

Almost all the individuals are capable of understanding practically any situation but they need to be communicated to properly with including the education effort and detailed explanations, without the key information being concealed, scoring points and contradictory messaging.

The strong impression is that the CDCS uses only one channel of communication (official state news outlets), and always talking to one particular part of the public and not to the entire population.

In the past the CDCS news media conferences used to be organized, and that has now ceased, whereas the social media networks followed by the younger generation have always been uniformly neglected.

Today you can say that everyone follows a different news venue option, consequently it is necessary to cover all the target groups, no discriminatory news companies selection for announcements is advisable, including the selective appearances of officials in just a few particular outlets.

Thanks to such selective approach the CDCS looks as if always talking to the same targeted group of people, showing that its own board members have not thought through how to communicate with the citizens.

The CDCS could improve its public communication effect by using all the channels available towards all the target groups.

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