On March 19, 2026, an expert workshop titled “From Words to Action” took place at CEDMO in Prague, organised by Seesame and GLOBSEC. The main focus was crisis communication in public administration – that is, the ability to respond quickly, clearly, and consistently in situations when people need reliable information and reassurance. The discussion addressed, among other things:
- how to align communication across institutions during times of crisis;
- how to respond to uncertainty and meet the public’s information needs;
- how to strengthen public trust through open and transparent communication.
In today’s information environment, simply providing information is no longer enough. Public institutions must actively build trust, explain broader context, and work with public expectations over the long term. Information overload often leads people to perceive only simplified or emotionally charged messages – making consistent and clear communication even more essential.
The workshop also featured the presentation of the Communication Manual for Czech Public Administration, developed by GLOBSEC. The manual serves as a practical guide to communication and outlines key principles that public institutions should apply in the long term.
The guide emphasises that communication is not just a supporting activity, but an integral part of how institutions function. Public communication should help build trust in institutions, explain public policies and their impacts, engage citizens in decision-making, and strengthen societal resilience.
The manual also offers concrete recommendations, many of which were discussed during the workshop. Among the most important are:
- Start with your target audience
Effective communication begins with understanding your audience – their needs, concerns, and how they consume information. Without this, it is impossible to choose the right content or communication channels. - Be clear about what you communicate and why
Every institution should have a clear understanding of the values and priorities it represents. Communication should reflect these and reinforce them over time. - Consistency and coordination are key
Inconsistent messaging undermines credibility. It is therefore essential to align communication across institutions as well as among individual spokespersons. - Clarity above all
Simple language, a clear structure, and storytelling help people understand even complex issues. People are more likely to remember stories than isolated facts. - Communication is a process, not a one-off activity
Effective communication requires planning, implementation, and ongoing evaluation. The manual, for example, recommends using the OASIS model, which helps systematically define objectives, understand audiences, choose strategies, and measure results.