political party development: external and internal communication

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



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



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


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) [email protected] • www.publicusasia.com

mailto:[email protected]

political party development: external and internal communication

Government & Nonprofit