Konrad Adenauer School for Young Politicians



“Good” communication is of central relevance to any political party. This involves communication with the voters and the society as a whole, as well as internal communication with its own members within the party. Only those parties with an efficient system of internal communication are capable of efficient external communication.The communication of political intentions and the search for public consent has always been a part of the main requirements for political leadership in democracy. Since the beginnings of modern party democracy, the conditions and manifestation of communication, however, have changed considerably.

Today, there are quite a lot of new demands with regard to communication and public leadership. This refers not only to various aspects of so-called “media management”, but also to different activities such as the guarantee of the “media capability” of major decision-makers, the strategic launching of information to the media or the adapting of the party apparatus to the dramatically intensified time pressure through the commercialised mass media.

The changed expectations of democratic societies, which are bound to legitimacy, are just as important: The legitimacy of political power these days is much more linked to communication skills than a few decades ago.

Leadership rhetoric is in this context of particular relevance. In this section we offer additional information and analysis on  political communication. The articles presented have been reproduced from our own archive and from other open source as indicated.

What Voters Want from Political Campaign Communication (Keena Lipsitz, Christine Trost, Matthew Grossmann, John Sides)

Political campaigning is one of the most important way of communicating the party ideals and objectives to the voters. However, with the wide array of audience, sometimes it can difficult for parties to sustain the interest of different sectors of voters. This article attempts to understand the ideal campaign method by analyzing various theories and comprehend the best way to sustain the interest of its audience and ultimately garner more votes.

Political Blogging in Campaign and Political Communication: Political Leadership 2.0? (J. Ignacio, Guadalupe Martinez Fuentes)

The use of internet for political communication especially in the form of political blogging is transcending progressively in all political sectors. This article analyses the phenomenon of “political blogging “and what dimension it adds to political leadership in the Spanish casuistry. The dynamic of e-communication and  how it has transformed the relation between relational dynamics between political leaders/candidates and (potential) followers/voters have been evaluated.

KAS Handbook on Political Communication

The Handbook on political communication is a guide not only for party leaders and headquarters but also for local party organisations and candidates. On the one hand, it contains suggestions and ideas about what the headquarters of a party might offer its members and, in case elections are at hand, to its candidates. On the other hand, it assists the sub-organisations and candidates of a party in further enhancing their commitment to party work and in preparing systematically for the next election campaign.