Strategic communications means purveying a specific narrative tailored to achieve a strategic goal. Essentially, Poland does not have strategic communications capabilities either at home or abroad. The government lacks a clear idea how to sell itself even to its own electorate. Forget about reaching foreign audiences. On the other hand, the opposition simply plagiarizes politically correct Western media who get their cues from the post-Stalinist and post-Trotskyite milieu of former dissidents in Warsaw.
Thus, the opposition wins by default but overseas only. At home it is even more tone deaf than the government. Most people do not buy the opposition’s alien spin. Yet, they also distrust the government’s amateurish yarn.