Designing for Democracy: A Campaign for North Korea

1
Designing for Democracy A Campaign for
North Korea

• U.S. Democratization Group

Andrew Sick Steven Hallock James Abraham
Dominic Randazzo
A global communications consultancy specializing
in public service innovation
2
Campaign Development

• Why a public relations campaign?
• Developing a coalition
• Recommended strategies
• North Korean government website
• Other multimedia approaches

3
Why a Public Relations Campaign?

• Background
• Importance of democracy in North Korea
• Current situation
• Requested outputs
• Goals of the public relations campaign
• International
• North Korea
• United States

4
Coalition Building

• Need for a Coalition
• International legitimacy
• Multilateral nation-building
• Burden-sharing
• Coalition Partners
• China
• Japan
• Western European allies

5
Campaign Methods

• Press Releases
• Goal-setting and goal-tracking
• News reports and newscasts
• Informing the media
• Creating stories
• Op-eds
• Pay-per-piece editorials
• Speechwriting
• Collaborative processes
• Newswires and radio services

6
North Korean Government Website

• Low-cost, broad public relations tool
• Controlled domain of comprehensive information
• 9 11 million visits per month for first 6
  months, 4 6 million in following months
• Inclusion of varied sources proves credibility

7
Summary of Recommendations

• Outputs and Campaign Goals
• Questions and comments