1. Effective external media communication
Colonel Jenő Sipos, spokesperson, Directorate General of the Hungarian Customs and Finance Guard

2. Communication of the public administration
REGULAR communication activities of the government or government organization
Levels:
European
national
local

3. COMMUNICATION – Everyone communicates
orally
with one’s posture
clothing
behaviour etc.

4. Communication of the public administration
regulated
professional
fast
factual

5. Obligatory provision of information
Public servant and finance guard maintains contact with client
The organization is obliged to inform

6. Work of a public administration = communication
professional background materials
drafting decisions
intra-organizational contact maintenance
customer service
external and internal communication in one

7. Interpersonal communication – Mass communication
Expressive communication – Deliberate communication
Occasional –
Regular

8. External communication
Anticipating events
What PR instruments are used?
How fast is it?
How credible is it?

9. 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 (radió)

10. 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

11. In external communication the following are to be defined
target group
instrument for mediation
message

12. 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 Pénzügyőr and Vám-Zoll magazines
editorial assistance in the organizational web site and Intranet
managing a photo and video archive
supervising and coordinating regional press correspondents

13. 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

14. Thank you for your attention
Colonel Jenő Sipos, spokesperson
 FINÁNC
Hungarian Customs and Finance Guard - Protecting the economy in the interest of all of us