political party development: external and internal communication
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POLITICAL PARTY DEVELOPMENTFOCUSING ON INTERNAL AND EXTERNAL COMMUNICATION
MALOU N. TIQUIAFounder/General Manager
SEMINAR FOR THE DEVELOPMENT OF THE UNITED BANGSAMORO JUSTICE PARTY (UBJP)30 MARCH 2014
Coverage•How to communicate within and outside Party•RIBS (Relevant, Inevitable, Believable, Simple)•Internal Communication
- Membership- Ideology- Action Plan
•External Communication- Key Message
-Branding-Marketing
•Case Studies
POLITICS is all about 3 QUESTIONS
DESCRIBE
EXPLAIN PRESCRIBEWhat is?
What ought to be? What can we actually know?
POLITICS is a process through which power and influence are used in the promotion of certain values and interests.
What is the most critical element in political party building?
Why communicate?
Attitudes
Behavior
Beliefs
A message succeeds when people remember it — traction. will your story “stick to your ribs”?
RelevantInevitableBelievableSimple
“It’s hard to get attention and it’s hard to be relevant… Fight for greater relevance. Make it a
priority in your positioning.”
INEVITABLE.
INEVITABLE.Whatever you’re doing makes intrinsic sense and that they
can see it realistically happening, your journey to relevance will be that much shorter. That’s what gives you momentum.
BELIEVABLE.
“Being believable isn't just convincing people you can win,
it's convincing them that they want you to win.”
If your messaging isn't simple, you're missing the point.
What’s next? How do you execute a communication plan?
Be proactive.
Begin with the end in mind.Be realistic.
Think win-win.
Seek first to understand, then to be understood.
Synergize.
Sharpen the saw.
Message Box
Message
US ON USWhat are we saying about ourselves, our issue, or our plan? This is where we distill the core theme and positioning of the campaign –where we describe what we’re for, rather than what we’re against.
THEM ON THEMWhat is the “other side” saying about themselves and their position and plan? What is their call to action or solution?
THEM ON USWhat are our opponents saying about us and our arguments? How will they seek to frame our issues and position us overall?
US ON THEMWhat are we saying about the other side and their plan or position? What are their weakest positions and arguments – and how do they contrast with our strengths most starkly?
Message Box
Message
US ON USWhat are we saying about ourselves, our issue, or our plan? This is where we distill the core theme and positioning of the campaign –where we describe what we’re for, rather than what we’re against.
THEM ON THEMWhat is the “other side” saying about themselves and their position and plan? What is their call to action or solution?
THEM ON USWhat are our opponents saying about us and our arguments? How will they seek to frame our issues and position us overall?
US ON THEMWhat are we saying about the other side and their plan or position? What are their weakest positions and arguments – and how do they contrast with our strengths most starkly?
Positive Positive
Negative Negative
2008, Emerald Strategies Inc.17
2008 General Election Messages v4.0
McCAIN on McCAIN• Original Maverick• History of Experience• Reformer• Patriot/Hero
McCain on OBAMA • Liberal Ideas/Hyper-
partisanship• Self-absorbed/celebrity
sizzle• Doesn’t lead, too focused on
collaboration• Gifted but not tested/Not
ready
OBAMA on McCAIN • Erratic in a crisis• Cranky and out-of-touch• More of the same/8 yrs is
enough; 20+yrs in DC, 134 lobbyists
• Used to be, sold his soul for this election
OBAMA on OBAMA• The change we need • Its about you, not me• Unity/Together we can
transcend old divisions• Restore America’s standing in
the world
2008, Emerald Strategies Inc.18
2008 General Election Messages v3.0
McCAIN on McCAIN• Original Maverick• History of Experience• Reformer• Patriot/Hero
McCain on OBAMA • Liberal Ideas/Hyper-
partisanship• Self-absorbed/celebrity
sizzle• Doesn’t lead, too focused on
collaboration• Not Ready
OBAMA on McCAIN • More of the same/lies, flip-
flopper• Cranky and out-of-touch• 20+yrs in DC, 134 lobbyists• Used to be, sold his soul for
this election
OBAMA on OBAMA• The change we need • Its about you, not me• Unity/Together we can
transcend old divisions• Restore America’s standing in
the world
2008, Emerald Strategies Inc.19
2008 General Election Messages v2.0
McCAIN on McCAIN• Patriot/Hero• Original Maverick• Reformer• History of Experience
McCain on OBAMA • Not Ready• Liberal Ideas/Hyper-
partisanship• Doesn’t lead, too focused on
collaboration• Self-absorbed/celebrity
sizzle
OBAMA on McCAIN • Used to be, sold his soul for
this election• More of the same/Liar/flip-
flopper• 20+yrs in DC, 134 lobbyists• Cranky and out-of-touch
OBAMA on OBAMA• Restore America’s standing in
the world• The change we need • Unity/Together we can
transcend old divisions• Its about you, not me
20
2008 General Election Messages v1.0
McCAIN on McCAIN• Patriot• Original Maverick• Reformer
OBAMA on McCAIN• Not Ready• Old Ideas/Won’t cross party
elders• Self-absorbed/shallow
McCAIN on OBAMA • Iraq war has hurt the fight
against terrorism• More of the same/90% with
George Bush• Aged and Out of touch/24 yrs
in DC, 134 lobbyists
OBAMA on OBAMA• Restore America’s standing in
the world• The change we need• Unity/Together we can
transcend old divisions
2008 Emerald Strategies, Inc.
Communication: The 3 Principles
Creating
Spreading
Realizing
INTERNAL COMMUNICATION
EXTERNAL COMMUNICATION
Membership
Ideology
Action Plan Marketing
Branding
Message Box
Ideology.Comprehensive set of beliefs about the political world – about desirable political goals and the best ways to achieve these goals.
Message is KING.
ACE
ONVERSIONNDEARMENT
WARENESS
The message is YOU.
Always remember the 5 markets
CANDIDATE
MEDIA
PARTY/DONORSOPPONENTS
VOTERS
STRATEGY
Branding
POSITIONING
BRAND
DIFFERENTIATION
POSITIONING
3i
brand integrity
brand identity bran
d im
age
Marketing 3.0: Consumer as a whole human
Positioning Experiential BrandingEmotional Branding
Lovemarks
Spirit
Value-based Marketing
ORG
ANIZATIO
N
INDIVIDUAL
Mission
Vision
Values
Why Politics Needs
Marketing?
Anwar IbrahimLeader of the Opposition of MalaysiaPeople Justice Party (Keadilan)
Social Liberalism
Promotes an agenda with strong social justice and anti-corruption emphasis.
Mahathir Mohammad, Ahmad Badawi to Najib Razak
UMNO(United Malays National
Organization)
•to uphold the aspirations of Malay nationalism and the dignity of race, religion and country.•aspires to protect the Malay culture as the national culture and to uphold, defend and expand Islam.
Sam RainsyCambodia National Rescue Party (CNRP)
Rescue. Serve. Protect.
"Party of Rescuing the Nation"Strengthening of freedom and human rights, institution of free
and fair elections, and defending Cambodia's "national integrity".
Yingluck Shinawatra(First Female Thai Prime Minister)
Pheu Thai Party
Presents a nationalist, populist program that postures to ameliorate conditions for the
oppressed masses.
Aung San Suu KyiNational League for Democracy (NLD)
Anti-military junta
Liberal Democracy
Social Democracy
…supports human rights, rule of law and national
reconciliation
Lee Hsien LoongPeople’s Action Party (PAP)
Modern, Social Conservatism, Democratic socialism
Political Position: Centrism
Anti-corruption, Strengthen Singaporean identity, Create opportunities for vibrant economy, Meritocracy, Social
justice
Remember to avoid…
LUST. “Don’t lust after someone else’s brand. Even if you love their personality and their traits, and you want to be just like them, comparing yourself is a giant waste of time.”
GLUTTONY. “Don’t try to be all things to all people. It’s ugly and impossible.”
GREED. “A lot of money can make you very stupid — especially early on. Focus on what you need to do, not just what you can do because you have the resources.”
SLOTH. “Don’t be lazy. Don’t use buzzwords. People don’t read them. They sound like white noise.”
ENVY. The more you keep your eyes fixed on competitors, the less you’re doing to build your own.
WRATH. “Don’t get into fights with people or other brands.” PRIDE. “You are never as good or as bad as the press says you are, so don’t buy into it too much.”
"When we study commercials and speeches, we talk about the issues and the quality of the message,... It's not just about political ideology, it's also about the art of creating a persuasive message.“ - Kyle Marquette, Hersey High School, Arlington Heights, IL
THANK YOU!
Unit 1103 11/F Jollibee Plaza CondominiumF. Ortigas Jr. Road, Ortigas Center, Pasig City 1605Metro Manila, Philippines
(+632) 631-8825 • (+632) 635-5310info@publicusltd.com • www.publicusasia.com
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