API’s Communication strategy for the period 2013-2014
API’s Communication strategy for the period 2013-2014itting of API Board of Directors from 19 July 2013.
In order to promote its image, API set forth several objectives:
- Enhancing the viability of API and API-member newspapers, as part of an organisation promoting independent and professional mass-media;
- Assuring the partners/donor organisations of being totally transparent in the developed activity;
- Augmenting API’s involvement in the decision-taking process at a national level.
Having regard to the organizational form (API is composed of member constituents) and the peculiarities of its activities, API conducts its communication on two segments: internal (with API members – independent mass-media and natural person members) and external (national and international institutions and organisations, including mass-media, donors, etc.). In this respect, API constantly employs at least 18 information and communication instruments for promoting its image. Occasionally, it makes use of at least 10 such information and communication instruments.