Political Party Development: External and Internal Communication
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Political Party Development: External and Internal Communication

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Presentation by PUBLiCUS Asia Founder and General Manager Malou Tiquia at the Institute for Autonomy & Governance - Konrad Adenauer Stiftung training on political party building attended by senior ...

Presentation by PUBLiCUS Asia Founder and General Manager Malou Tiquia at the Institute for Autonomy & Governance - Konrad Adenauer Stiftung training on political party building attended by senior leaders of the Moro Islamic Liberation Front (MILF) | Intramuros, Manila | March 27-31, 2014

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    Political Party Development: External and Internal Communication Political Party Development: External and Internal Communication Presentation Transcript

    • POLITICAL PARTY DEVELOPMENT FOCUSING ON INTERNAL AND EXTERNAL COMMUNICATION MALOU N. TIQUIA Founder/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 What 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”?
    • “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 US What 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 THEM What is the “other side” saying about themselves and their position and plan? What is their call to action or solution? THEM ON US What are our opponents saying about us and our arguments? How will they seek to frame our issues and position us overall? US ON THEM What 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 US What 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 THEM What is the “other side” saying about themselves and their position and plan? What is their call to action or solution? THEM ON US What are our opponents saying about us and our arguments? How will they seek to frame our issues and position us overall? US ON THEM What 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
    • 2 0 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.
    • A C E ONVERSION NDEARMENT WARENESS
    • The message is YOU.
    • Always remember the 5 markets CANDIDATE MEDIA PARTY/DONORSOPPONENTS VOTERS STRATEGY
    • Branding POSITIONING BRAND DIFFERENTIATIONPOSITIONING 3i brand integrity
    • Marketing 3.0: Consumer as a whole human Positioning Experiential Branding Emotional Branding Lovemarks Spirit
    • Value-based MarketingORGANIZATION INDIVIDUAL
    • Why Politics Needs Marketing?
    • Anwar Ibrahim Leader of the Opposition of Malaysia People 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 Rainsy Cambodia 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 Kyi National League for Democracy (NLD) Anti-military junta Liberal Democracy Social Democracy …supports human rights, rule of law and national reconciliation
    • Lee Hsien Loong People’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 Condominium F. Ortigas Jr. Road, Ortigas Center, Pasig City 1605 Metro Manila, Philippines (+632) 631-8825 • (+632) 635-5310 info@publicusltd.com • www.publicusasia.com