Leaderships's styles and positioning in actual political scenario in Italy; how to improve personality management and main leader's attributes (empathy, integrity, leadership, capacity); designing effective communication and media plan in political election campaigns; possible scenario and possible winning communication style. Team Members: Chiara Cilardo, Claudio Contini, Azzurra Maria Barausse, Pier Francesco Prata

1. POLITICAL
COMMUNICATION
Pier Francesco Prata
Azzurra Barausse
Claudio Contini
Chiara Cilardo

2. SUMMARY
ITALIAN ELECTIONS IN 2013
NEW SCENARIO
COMMUNICATION KEY
ASPECTS
PERSONALITY (STAR)
MANAGEMENT

4. BRIEF ANALYSIS OF THE PAST GOVERNMENT
The year before the election…
Then…
New
election
Government
crisis
Economical and political guidelines of Monti’s experience
Severity policies to avoid waste of
public liquidity. Pro-Europe attitude
Fight against tax evasion and very
strict fiscal control
Reduction of the ratio between
Public Debt and GNP
Optimization of pubblic spending

5. ALLIGNMENTS
2013 Elections have been characterized by the presence of 4 main allignments:
Left coalition, led by PD secretary
Pierluigi Bersani, allied with SEL of
Vendola
Right coalition, led by PDL
president Berlusconi, allied with
Lega Nord of Maroni and other
minor parties
Center/Catholic coalition led by
Mario Monti, and allied with UDC of
Casini and FLI of Fini
Movimento 5 stelle, standing
alone and led by Beppe Grillo

6. STARTING CONDITION
Surveys indicated dissatisfaction against political class
=
Low % of expected voters
PD alone reached 33% of consensus in January
Primaries effect
PDL consensus dropped from previous elections ↓
Coalition upside potential increased ↑
Scelta civica = new moderate and authoritative leader
M5S = anti-political flag/underestimated threat
Consequence = agreement mobility

7. MONTI ALLIGNMENT – THE INCUMBENT
Anomalous incumbent
Pragmatical approach
Focus on:
● International credibility
● Positive impact on Public Deficit
Technical identity à Human identity
Slogan: ‘Scelta civica’
• Simple but too specific
Selected media

8. BERSANI ALLIGNMENT – THE CHOSEN ONE
Good Primary effect
Already predicted as next PM
Focus on a responsable campaign related to the
complexity of the moment
Balanced presence in Tv and elusive strategy on
rumors about contradictions within his coalition
Tardive and elusive reaction against
competitors
Slogan: ‘L’Italia giusta’
• Comforting but not very persuasive/ too generic
Selected media

9. BERLUSCONI ALLIGNMENT – THE ETERNAL
Starts as a chaser, with very low % of consensus
Draws his previous government failure as a
conspiracy of European powers, to minimize it
Describes Monti’s government as a ‘big lie’,
justifing his support as a simple act of trust
Surveys are used as an instrument to communicate
the feasibility of his epic comeback
Push very strong proposals, like the reimbursement
of IMU
Slogan: ‘Meno tasse’
• Easy, practical and linked to common interests
Selected media

10. GRILLO ALLIGNMENT - THE OUTSIDER
Strong of the positive results during 2012
Administrative elections
‘Candidates from the people, for the people’
Transparent and democratic (in theory…) method
for lists’ selection
Avoid traditional media, building a parallel
Communication Program based on a national tour
across the Country
Mark the difference between M5S and other political
parties, exasperating concepts with impressive language
Slogan: ‘Tutti a casa’
• Simple and emotionally engaging
Selected media

12. April
• After 2013 ‘electoral tie’, parties re-elect President Napolitano,
confirming the inevitable possibility of a coalition government, lead
by PM Enrico Letta
August
• Berlusconi convicted for fiscal fraud, banned from political activity
for two years
November
• Divisions inside the right wing party: Berlusconi come back to “Forza
Italia”, Alfano creates “Nuovo Centrodestra”
December
• Matteo Renzi become the new Pd Secretary, asking Letta a
stronger action against unemployment and economic crisis, drive a
bipartisan agreement on institutional reforms with Berlusconi
A LONG YEAR…

13. CITIZENS, POLITICS AND MEDIA IN 2014
Istitutions with more than 50% of credibility: Security
Force, School, Church (Parliament 7%, Parties 5%)
Compared to EU scenario: low trust in traditional
media (newspapers sold 2000-2012: from 6 millions
to 3.9)
“Press divide”(Censis): people who quitted reading
newspapers or never started: 8 millions (4 millions
under 30)

14. The Prime
Minister:
credible,
young,
persuasive
Elected as
Pd Secretary
with a large
majority
Support of
European
Union and
foreign
Countries
A strong
plan of
reforms in
few months,
a wider
horizon for
the
government
in future
STRENGTHS

15. No electoral
mandate (third
in a row)
Unstable
coalition (Pd,
Ncd, Scelta
Civica)
Divisions inside
the majority
party’s MPs
Reluctant
establishment on
necessary
reforms
European
economic and
istitutional crisis
Italian difficulties:
GDP: -1,8%
(2013)
Young people
unemployement:
41,6% (Jan. 2014)
WEAKNESSES

16. OPPORTUNITIES
Required
reforms,
awaited
since many
years
Waiting for a
change:
citizens
disappointed
by politics,
desire of a
new story to
believe in
Young
government.
Same
number of
men and
women:
Political
establishment
replacement
Help of BCE’s
monetary
policies

17. European
Elections
(25/05/2014)
Unreliability of
government’s
allies
Five Star
Movement
increasing
approval
Unstable agreement
with Berlusconi on
istitutional reforms
In case of
obstructions, Renzi’s
threat to resign, run
for the elections to
find a new, larger
majority
THREATS

18. WHICH COULD BE THE NEXT SCENARIO?
On the base of these communication
approaches let’s have a look on which
could be the next election scenario after a
potential government crisis…

19. POSSIBLE SCENARIO
Five Star
Movement won
the European
elections and ask
Renzi to resign
Berlusconi quit the
bipartisan
agreement on
electoral reform
and leave the
government
without a large
majority
Ncd, after a bad
result on European
elections, decide
to come back in
Berlusconi’s party,
abandoning the
government
The minority of Pd
asks Renzi a new
vote to create a
one-party
government and a
clear majority able
to carry out reforms

21. Communication Plan:
analysis of target/public,
objectives, messages,
planning of actions,
deadlines
Media Plan: objectives,
strategy, tactics, resources,
media mix and media
schedule (program which
describes media channels
used in campaign)
They are a road map for getting messages
across target audience
It is important to have a clear evaluation of previous efforts and actions in
communication, of the projected image (what and how the party
produces) and the perceived image (actual public attitude towards it)
The goal is to achieve a global, coherent, unique
message or several messages for each target.

22. WHEN IS THE COMMUNICATION REALLY EFFICIENT?
the “7 Cs” of effective communication
Credibility: it should
convey trustful
contents
Contest: it should
consider the social
setting
Content: it should
captivate receivers
Clarity: it should be
expressed simply
Continuity: it should
be constant and
coherent in time
Channel: it should
use popular (well-
known) media
Capacity of
being received: it
should consider the
cultural level of the
receivers
Trust and
credibility

23. HOW TO INDIVIDUATE WHICH MEDIA TO USE?
Factors to take into account:
Reach à The total audience that will be reached one or more times through
the set of the media chosen in a certain period of time
Frequency à The average n. of times that the audience reached will be
exposed to the message in a certain period of time
Impressions à The total number of contact opportunities provided
multiplied by the whole audience potentially exposed on every occasion,
(reach x frequency)
Continuity à The length of time required to generate a positive effect on
the audience
Engagement à The level of involvement of people with the medium they
use
Flexibility à The ability to change the spending plan during the campaign
period

24. Traditional media,
such as television and
press, are informative
mainstream formats
using simple or hyper
simplified languages,
such as in the model
of commercial
television programs
(e.g. tv debates,
home made tv by
Berlusconi)
The development of
new technologies
constantly integrates
different environments
and different types of
content (textual,
visual, audiovisual)
where the exposure of
the public person is
constant
Social media are
“third places”, public
spaces of everyday
interaction, different
from both the private
space of the house
and from the place of
work, where citizens
meet informally,
exchange
information, establish
and maintain
relationships
Social media are
reached by a huge
number of citizens
and, although
informing about
politics is not their
main goal, they can
still get in touch with
the news and trends
of public importance

25. Physical elements:
Glance
Expression
Gestures
Attitude audience
Proxemics
Conversational pace
Structural elements:
Clearness
Time management
Sensorial involvement
of audience
Emotional
involvement of
audience
MAIN CHARACTERISTICS IN EVERY COMMUNICATION ARE:

26. Functionality
Information:
the potential, huge offer of
contents
Participation:
provision of spaces to involve
people in dialogues
Competence:
all elements of design,
accessibility and updating that
make a site attractive and easy
to access
Engagementtools
Online interactivity:
continuous exchange of
contents
Mobilization of resources:
such as fund-raising,
volunteering
Decentralized
communication:
using supporters to spread the
messages in order to reach
more people
SPECIFIC ISSUES IN 2.0
COMMUNICATION

27. - A well defined, persuasive and impressive way of
communicating, avoiding ambiguous messages
(e.g.:” #Berlusconi: non c'è alcuna possibilità di
collaborazione con la sinistra. I nostri programmi sono
opposti #ItaliaDomanda” Twitter by Berlusconi
02/21/2013)
- Giving extra contents, engaging digital surfers (also
newbies), offering a good design and feasibility of the
web pages (e.g.: http://www.youdem.tv )
- Promoting interactivity and support
(e.g.: “Vi piace? Spargete il verbo!http://fb.me/
1Dd3s2ZsM” Twitter by M5S 02/12/2013)
A PROPER AND STRATEGIC USE OF THESE TOOLS
INCLUDES:

29. CAPACITY:
ability to point out the most
relevant problems and solve
them effectively (reasoning,
experience, ability to
understand issues, problem
solving skills)
LEADERSHIP:
ability to achieve the goals
and being recognized as
able to guide and direct
people (pragmatism, focus
on goals)
INTEGRITY:
involves morality and
trustworthiness. this attribute
plays a significant role in
period of political
dissatisfaction
EMPATHY:
regards the motivations
behind leaders decisions
and his worldview (citizens
try to understand what the
leader believes in, so that
they can feel represented)
GENERAL PERSONALITY TRAITS OF THE LEADER

30. GRILLO
• Active attitude
• Reduce the
distance
between the
performer and
the audience
• Engage people
from the crowd
• Extreme use of
body language
• Irregular voice
tone
BERLUSCONI
• Rigid
management
of the space
• Fixed setting
with desk and
microphone
• Very scenic
attitude that
suggests power
• Steady voice
tone
• Massive use of
slogan during
the speech
RENZI
• Active
management
of the space
• More
interactive/
dynamic
exchange
• Non
participatory
speech,
monologue
style
LEADERS’ PROXEMICS ANALYSIS:

31. ATTRIBUTE-BASED PERCEPTUAL MAP
CREDIBILITY
Capacity
Leadership
RELIABILITY
Integrity
Empathy
BERLUSCONI
GRILLO
RENZI

32. MOVIMENTO
5 STELLE
Withdrawal from
European Union
Referendum
Reform of
European
Treaties
Direct
democracy
FORZA
ITALIA
Justice reform
Presidentialism
Tax reform
PD
Job reform
Political costs
reduction
Lean bureaucracy
ISSUES OWNERSHIP

33. Against MOVIMENTO 5
STELLE themes:
• Withdrawal from European Union
Referendum
• Will bring to an unrealistic and
damaging scenario, using the
pragmaticity of the party and the
empathy and integrity of Renzi to play
fool the proposal
• Reform of European Treaties
• Attack the lower credibility of Grillo to
fool the idea and enfasize his real
capability of M5S to influence so
important themes
• Direct democracy
• Attack the lower capacity of Grillo
questioning his real ability to manage a
genuine democratic environment
Against FORZA ITALIA
themes:
• Justice reform
• Use his higher integrity and lower
empathy of Berlusconi to emphasize
his distance from the reality in a
moment of economic crisis
• Presidentialism
• Potential common point of interest
• Tax reform
• Attack the lower empathy of
Berlusconi and use Renzi integrity to
argue against the targeting of the
reform, and that the average Italian
will pay for anyone the result of this
proposal
POTENTIAL TACTICS (REACTIONS) OF RENZI

34. Against MOVIMENTO 5 STELLE
themes:
• Withdrawal from European Union
Referendum
• Use his higher leadership to minimize
the Grillo proposal and capacity to
accomplish it, be careful not to attack
the idea itself (close to the one of Lega
Nord)
• Reform of European Treaties
• Attack Grillo’s lower leadership to
question his ability to be strong enough
into a political European environment
• Direct democracy
• Using his higher capacity to cross-over
the idea of direct democracy and
enlight the issues of Grillo to control his
MP’s due to his lower credibility
Against PD themes:
• Job reform
• Use Renzi lower credibility to
question his capacity to keep
together his party on this very
controversial reform, with many
different interest involved
• Political costs reduction
• Attack this issue, stating that PD is
the only structured party to hold
local representatives
• Lean bureaucracy
• Probably he would avoid the
argument use the sense of urgency
to move the focus on his role and
Forza Italia reforms
POTENTIAL TACTICS (REACTIONS) OF
BERLUSCONI

35. Against FORZA ITALIA themes:
• Justice reform
• Attack Berlusconi claiming his lack
of moral integrity
• Presidentialism
• Accusing the competitor to carry on
ego-centric campaigns and leaving
behind country’s issues
• Tax reform
• Deny tax reform blaming it to be
addressed to entrepreneurs
mainly
Against PD themes:
• Job reform
• Attack the reform on the argument
that is not enough, work on his own
empathy to fool real Renzi capacity
• Political costs reduction
• Attack job reform claiming Renzi of
carry out populist reform that don’t
bring about differential changes,
arguing against his real level of
integrity
• Lean bureaucracy
• Attack the old political class that
Renzi represent, as a real reason of
this paleolitic burocracy. Use his
empaty to move the focus from the
proposal to the political context
POTENTIAL TACTICS (REACTIONS) OF GRILLO

36. Identify
STRENGHTNESS
and WEAKNESS
points
FILL IN THE
GAP
DEVELOP
STRENGHTS AND
RECOVER
WEAKNESSES
TAKE OVER
OTHER’S
LEADERS TRAITS
AND ATTACK
THEIR ISSUES
Carry out a
CREDIBLE
COMMUNICATION
and MEDIA PLAN
HOW TO IMPROVE YOUR POSITION

37. GRILLO:
THE ENGAGING LEADER
IMPROVE POLITICAL LEGITIMATION
OPENESS TO DIALOGUE
RECONSIDER THE USE OF
TRADITIONAL MEDIA (TELEVISION)

38. BERLUSCONI:
THE NARCISSISTIC LEADER
Keep on with the attitude of
CONSPIRACY – NATIONAL HERO –
EFFECTIVE STORYTELING
Emphasis on EMOTIONS
COHERENCE with his PAST STRATEGY
Give way to NEW ENTRANTS and exploit
their NEW and YOUNG IMAGE

39. Improve media communication in order to reach
a VAST AUDIENCE and NOT being FOCUSED ONLY
on PD ELECTORATE
Simplify communication and BEING
CONCRETE in order to widen the
electoral base DIALOGUE.
RENZI:
THE PARTECIPATIVE LEADER

40. And the winner is…
?

41. THANK YOU