1. communication,
strategy
&
leadership
architects
Prime
Minister
Mariano
Rajoy
communication
#newCommunication
#newLeadership
#newPolitics
1
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@ingenia_pro

2. communication,
strategy
&
leadership
architects
5
ideas
answering
the
question:
How
does
president
Rajoy's
government
communicate?
Previous
&
a
starting
point:
we
are
in
front
of
the
communication
&
leadership
strategy
when
Mariano
Rajoy
was
leading
the
opposition
&
campaigning.
Hasn't
change
anything
since
then?
Is
reasonable
keep
the
same
strategy?
1.
Reaction
vs
Action
The
first
golden
rule:
"or
you
lead
communication
or
someone
will
lead
it
for
you".
Explain
"who
you
are"
and
"where
you
gonna
go"
or
someone
will
do
it
for
you.
Decisions
are
made
for
those
who
show
up.
Where
you
don't
show
up,
someone
else
will.
Talking
about
Rajoy's
presidency,
his
silences
&
absences,
the
frame,
the
mission
and
the
tale's
sailing
destination
are
told
by
other
voices.
If
you
give
up
to
lead
you
allow
other
voices
to
do
it.
In
the
Spanish
Prime
Minister
this
other
voices
are:
European
Political,
Financial
&
Institutional
Leaders,
the
markets,
the
indignation
voice...
who
articulate,
determine
y
set
Moncloa's
tempo
messages.
With
silence,
every
time
your
message
is
diluted
&
trapped
in
the
negative
news
never-­‐ending
cycle.
In
this
context,
Rajoy
only
possesses
the
margin
for
reaction
and
going
behind
the
story
permanently.
Although
having
the
Government
spin
powerful
machine
in
his
favor
-­‐machine
that
will
be
amplified
with
the
privatization
of
the
Public
TV
&
Radio
autonomous
broadcasters-­‐
Primer
Minister
Rajoy
doesn't
anticipate
&
lead
the
news
cycle.
He
has
adopted
the
same
communication
executive
structure
that
helped
him
to
lead
the
opposition
&
the
last
campaign.
That's
the
key
point
of
this
situation.
What
was
useful
to
reach
into
Government
-­‐amplify
opponents
faults
&
weakness
plus
own
silence-­‐
seems
not
to
work
when
you
govern
and
have
to
face
situations
&
crises.
Giving
up
on
leading,
draw
us
an
accurate
photo
of
the
everyday
reality
that
Moncloa's
communication
team
are
facing.
One
first
step
to
breakthrough
this
paralysis
context
is
to
find
&
assimilate
the
Great
Mission,
the
Mantra
and
the
Main
legislature
Goal.
2.
Resisting
in
the
bunker:
extended
feeling
castling
on
the
king's
side
#newCommunication
#newLeadership
#newPolitics
2
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@ingenia_pro

3. communication,
strategy
&
leadership
architects
In
the
negative
news
never-­‐ending
cycle,
the
feeling
of
"isolation"
and
imprisonment
in
the
bunker
is
accentuated.
The
emptiness
is
growing
and
will
accelerate
the
need
for
shelter
from
the
"hostile
environment"
outside
Moncloa
will
be
more
pronounced.
Popular
pressure
of
public
opinion
and
the
circumstances
surrounding
the
president
will
become
increasingly
heavy.
The
vicious
circle
is
consolidated
over
time
and
if
you
don't
act
you
are
dragged
away
by
the
circumstances.
The
course
for
navigation
must
be
set,
as
the
sails
and
the
engine
full
throttle
start.
Speaking
about
chess,
one
of
the
most
usual
playing
defensively
opening
is
castling
the
king
to
protect
him
-­‐from
future
attacks-­‐
with
an
advanced
knight
position.
This
figure
is
useful
to
describe
the
strategy
behind
communication
policy
in
Moncloa:
isolate
the
president
out
of
crises
and
situations,
and
avoid
at
all
costs
the
splashing
effects
getting
into
him,
introducing
chess
pieces
to
receive
its
impact.
The
president
is
not
showing
up,
neither
expected
to.
In
these
key
moments
that
have
begun
to
define
his
presidency
like
the
Argentinian
nationalization
of
YPF
and
the
Bolivian
one
with
REDESA;
the
conflict
with
fishermen
in
Gibraltar;
Bankia's
situation;
the
Spanish
differential
risky
rate
prime
with
the
German
bonds
;
rumor
of
Spain's
intervention
and
rescue
by
the
European
Union...
the
president
has
not
show
up.
Two
images
help
us
to
define
Rajoy's
leadership:
-­‐
President
"running"
of
the
press
in
the
Senate.
Source:
www.cuartopoder.es
-­‐
And
President
Rajoy
and
Chancellor
Merkel
photo
op
in
a
boat
in
the
Chicago
River
North
Front
is
a
symbolic
scene:
the
teacher
lecturing
to
students
(Jordi
Moragas,
Rajoy'
chief
of
staff,
Alvaro
Nadal
of
the
Economic
Office
of
the
Prime
Minister
and
Secretary
Margallo
included)
while
the
German
team
almost
back
is
strategically
located
and
is
rarely
seen
in
the
picture.
#newCommunication
#newLeadership
#newPolitics
3
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@ingenia_pro

4. communication,
strategy
&
leadership
architects
Source:
www.euroxpress.es
What's
worst:
facing
&
been
exposed
or
hiding?
The
answer
is
clear.
3.
Vice
-­‐
Prime
Minister
as
de
facto
Prime
Minister
We
mentioned
before
the
king's
castle
move
in
chess.
This
defense
strategy
makes
no
sense
if
the
knight
piece
is
not
advanced
in
position.
Vice
-­‐
Prime
Minister
Soraya
Saenz
de
Santamaria
is
the
person
who
embodies
this
essential
piece
of
Moncloa's
communication
operation.
She
staged
the
knight
piece
of
the
chessboard
castling
the
Prime
Minister.
She
is
the
one
who
takes
the
pressure
&
the
blame
of
the
gaps
left
by
the
president:
charismatic
leading
the
post
Cabinet
Fridays
meetings
press
conference;
she
can
attack
and
defend
with
masterly
control
the
Congress
Government
Control
sessions
and
has
begun
handcrafting
her
International
public
profile
associated
to
the
tireless
figure
and
role.
She's
the
essential
part
of
the
Moncloa
communication
architecture:
she's
becoming
the
de
facto
prime
minister.
She'd
kill
her
self
for
his
loving
prime
minister.
Although
increasing
the
pressure
falling
on
her
will
be
more
important.
Exposing
her
to
so
much
fire
is
an
excessive
danger.
The
legislature
has
just
begun:
the
worst
is
-­‐as
always-­‐
still
to
come.
She's
prepared
and
well
equipped
with
powerful
senior
management
skills.
But
if
the
Prime
Minister
leadership
&
communication
trend
does
not
change,
the
VPM
can
become
identified
with
the
"toxic
load"
to
carry
on,
then
what
will
the
Prime
Minister
do
without
his
faithful
ally?
The
president
should
love
her
as
much
as
she
loves
him
and
not
let
her
be
scorched.
#newCommunication
#newLeadership
#newPolitics
4
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@ingenia_pro

5. communication,
strategy
&
leadership
architects
4.
The
Open
&
Transparent
Government
Myth
"You
campaign
in
Poetry
&
govern
in
prose".
The
campaigning
commitment
to
an
"open
and
transparent
government"
(#ogob
and
#transparencygob)
was
aesthetically
noted
in
the
Popular
Party
(PP)
-­‐
Prime
Minister
Rajoy's
party.
This
is
an
irreversible
trend
direction
and
must
move
to
Governments,
Institutions,
Enterprises,
Social
Organizations
-­‐
and
Campaigns
and
Political
Parties.
Few
months
after
taking
office,
Prime
Minister
Rajoy
facts
gives
us
a
picture
of
a
non-­‐accessible
and
transparent
leadership
&
communication
policy.
Despite
the
pressure
for
the
president
to
appear
publicly
from
the
first
day
in
Office,
accentuated
for
weeks,
Moncloa
made
deaf
ears.
Rajoy
tried
to
calm
things
down
with
an
informal
meeting
-­‐without
microphones
or
cameras-­‐
with
reporters
at
a
bar
near
Congress.
But
the
move
didn't
convinced
much
people.
We
started
the
week
with
a
curious
appearance
in
PP
General
Headquarters
in
Madrid.
This
appearance
suit
us
to
ask
three
questions:
-­‐
Why
the
Party
Headquarters
and
not
at
the
Government
Palace?
Did
the
President
just
feel
safe
&
stronger
at
his
Party
headquarters?
Is
it
the
best
place
to
send
a
message
to
the
citizens,
leaders
and
European
institutions,
markets,
investors
...?
-­‐
Why
only
ONE
question
per
journalist?
The
attitude
of
overprotection
and
discomfort
in
a
public
appearance
cannot
be
hided
by
the
PM
office.
There
is
a
stage
fright
and
panic
feelings
will
be
increased.
(Again
refer
to
the
photo
of
the
president
hiding
from
reporters
in
the
Senate
is
impressive
and
meaningful
at
a
time.)
-­‐
When
will
the
prime
minister
appear
again?
The
shortage
of
public
appearances
moves
pressure
forward
next
intervention,
and
favors
seeding
rumors
mill.
One
thing
is
to
say
you
want
to
move
towards
a
scenario
of
openness
and
transparency.
Quite
another
to
do
so.
Against
this
backdrop
of
growing
uncertainty
and
the
social
and
economic
situation
becoming
more
serious,
the
best
strategy
to
the
current
scenario
goes
through
strong
leadership
and
combative
leadership
-­‐Sarkozy
style,
not
soft
as
President
Rajoy.
A
New
Leadership
to
face
situations
&
be
accountable,
to
be
brave
and
treat
People
as
the
adults
they
are
-­‐
if
they
are
explained,
they
will
listen.
Will
he
convince?
That's
another
issue,
but
the
later
you
try
the
more
difficulties
and
mistrust
will
find
out
Moncloa.
#newCommunication
#newLeadership
#newPolitics
5
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@ingenia_pro

6. communication,
strategy
&
leadership
architects
5.
Moncloa's
digital
communication
What
about
Spanish
Government
net
and
the
digital
communications?
Moncloa
digital
tools
also
follow
the
same
pattern
as
the
election
campaign
set
up:
is
used
only
as
a
broadcast
approach.
Period.
Nothing
else:
Prime
Minister
&
Cabinet
schedule,
public
statements,
appearances,
live
streaming
of
Cabinet
press
conferences...
This
fact
is
not
surprising,
neither
exclusive
of
Rajoy's
government:
politics
(from
across
the
ideological
spectrum)
and
institutions
(almost
all
ideologies)
have
been
left
with
only
the
"exhibitionist"
and
insignificant
digital
paradigm:
only
issue
-­‐
"look
how
good
&
great
I
am".
This
digital
communication
policy
only
walks
&
steps
forward
with
one
leg:
Politicians,
Political
Parties
-­‐
and
rare
Campaigns-­‐
do
not
believe
and
distrust
the
process
of
promoting
the
public-­‐electoral-­‐citizens
key
space
of
prominence
that
the
#OldPolitics
ignored.
Moncloa
doesn't
listen,
not
monitor
the
digital
universe.
Moncloa
has
give
up
on
sparking
the
debate,
to
set
the
agenda,
to
influence,
to
create
opinion
and
lead
the
news
cycle.
Those
e-­‐supporters
that
led
Rajoy
to
electoral
victory,
are
being
ignored
&
sleeped,
allowing
the
spirit
and
mood
of
the
movement
to
be
dissolves.
The
@whitehouse
has
implemented
examples
of
successful
practices
that
have
made
citizenship
and
decisions
more
accessible:
-­‐
Scanning
and
monitoring
24/7
the
digital
universe.
Anticipating
crisis
and
having
time
&
space
to
react
and
maneuver.
-­‐
Leading
the
news
cycle,
not
only
winning
the
argument
and
selling
the
news
of
the
day
in
the
big
media
outlets,
but
also
daily
contact
with
journalists,
bloggers
and
digital
influencers
is
at
stake.
-­‐
The
Press
Secretary
press
conference
begin
with
the
First
Question
coming
from
the
Social
Networks.
-­‐
#WHCHAT:
President's
advisors
themselves
take
the
voice
and
lead
to
explain,
answer
questions
and
doubts
of
the
digital
community
organized
on
the
topics
of
specific
policies.
-­‐
Transparency
and
access
to
citizens.
Town-­‐hall
meetings
with
the
president
answering
direct
questions
from
the
Digital
community.
-­‐
E-­‐actions
according
to
the
president's
political
agenda:
a
gesture
to
keep
active
and
motivated
volunteers
and
supporters
of
the
president.
#newCommunication
#newLeadership
#newPolitics
6
www.ingenia-­‐pro.com
@ingenia_pro

7. communication,
strategy
&
leadership
architects
Conclusion
Spain
has
a
Prime
Minister
&
a
Government,
but
need,
like
the
air
we
breathe,
emotional
and
moral
leadership,
able
to
build
&
transmit
trust,
courage,
determined
and
able
to
start
drawing
a
recovery
scenario
on
the
horizon,
not
a
person
who
has
reason
to
hide.
Without
direction,
without
new
leadership,
neither
a
machine
nor
a
communication
operating
up
to
the
"storm"
the
omens
are
not
good.
Rajoy
can
now
scream
&
shout
loud
that
"Spain
will
be
neither
intervened
nor
rescued."
Another
thing
is
that
these
words
convince
and
convey
confidence.
@aleixcuberes
is
an
@ingenia_pro
partner
&
consultant.
#newCommunication
#newLeadership
#newPolitics
7
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