Effective communication is the cornerstone of any successful organisation – private, public, and political. The importance of external communication is something that requires no explanation. The foundation of a strong external narrative begins internally, where cohesive brand identity and unified political messaging take root. But a strategic approach to top-down and bottom-up communication needs to be applied to how parties communicate with their constituents, and voter base as well. Let’s take a look at the pros and cons of each communication method, ways to keep a delicate balance between the two, and some real-world political examples.
Top-down communication: leadership and clarity
Top-down communication is usually characterised by a hierarchical structure where information flows from leaders to subordinates or to one’s voter base, the public itself. In politics, this often takes the form of government announcements, policy directives, internal communication guidelines, as well official press releases from elected officials. While top-down communication can be efficient in getting information to the public quickly, as well as maintaining order, it can also lead to disconnect and alienation if there is a lack of transparency or opportunities for feedback.
Top-down communication is crucial for setting goals, articulating policies, and rallying support for initiatives. Elected leaders have a mandate to lead and make decisions on behalf of their constituents, and effective top-down communication ensures clarity and alignment toward common objectives. In times of crisis or emergency, clear and decisive communication from leaders is essential for maintaining public trust and confidence.
The management of the COVID-19 pandemic highlighted both the strengths and pitfalls of top-down communication. Governments, by positioning experts as communication frontlines, achieved centralised messaging. The post-crisis evaluations, such as the UK’s public audits, underscore the importance of reassessing top-down approaches to enhance future crisis communication.
Bottom-up communication: engagement and democracy
In contrast, bottom-up communication prioritises the electorate’s voices, enabling their direct involvement in governance. . This approach empowers citizens to actively participate in the decision-making process, fostering a sense of ownership and accountability in governance. Bottom-up communication channels include town hall meetings, public forums, surveys, and social media platforms where party members and voters can voice their concerns directly to their leaders and elected representatives. By actively soliciting feedback and involving constituents in the decision-making process, leaders can gain valuable insights into the needs and priorities of the community. This also helps leaders to stay connected to the ones they were elected to lead. One of the most common complaints about politicians is “being too far from the public”, so the importance of this cannot be overestimated.
Still, the difficulty with bottom-up communication is that it can slow down the decision-making process and lead to gridlock situations where neither side of a pressing issue is able to gain an overwhelming majority. That’s why crises and emergency situations usually don’t allow the usage of constant bottom-up communication. Better to implement retrospective bottom-up communication to reflect on crises or emergencies that passed.
A great example of bottom-up communication efforts is now the recently more and more popular “‘participatory budgets”. More and more cities initiate similar processes where a dedicated part of the city’s budget is spent based on citizen initiatives. This happens after an open call for ideas which is then voted on. This is a truly great way to channel citizen’s feedback into actual decision-making, as well as an opportunity for town leaders to show their dedication to, and the constituents to actively practise democracy. Examples like this are quite common these days, such as in the US, Europe etc.
Achieving a strategic balance
The successful merger of top-down and bottom-up communication strategies is essential for political organisations aiming to make a lasting impact. This balanced approach not only facilitates informed decision-making and policy development but also strengthens the democratic engagement of the communities served.
