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

1. 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

2. 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

3. POLITICS is all about 3 QUESTIONS
What is?
What ought to be? What can we actually know?

4. POLITICS
is a process
through
which power
and
influence
are used in
the
promotion of
certain
values and
interests.

5. What is the most critical element
in political party building?

7. Why communicate?
Attitudes
Behavior
Beliefs

8. A message succeeds when people
remember it — traction.
will your story “stick to your ribs”?

9. “It’s hard to get attention and it’s hard to be relevant…
Fight for greater relevance. Make it a priority in your
positioning.”

10. 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.

11. BELIEVABLE.
“Being believable isn't just convincing
people you can win, it's convincing them
that they want you to win.”

12. If your messaging isn't simple, you're
missing the point.

13. What’s next? How do you execute a
communication plan?

14. 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.

15. 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?

16. 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

17. 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

18. 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

19. 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. 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.

21. Communication: The 3 Principles
Creating Spreading Realizing

22. INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
Membership
Ideology
Action Plan Marketing
Branding
Message Box

24. Ideology.
Comprehensive set
of beliefs about the
political world –
about desirable
political goals and
the best ways to
achieve these goals.

26. Message is KING.

27. A
C
E
ONVERSION
NDEARMENT
WARENESS

28. The message is YOU.

29. Always remember the 5 markets
CANDIDATE
MEDIA
PARTY/DONORSOPPONENTS
VOTERS
STRATEGY

30. Branding
POSITIONING
BRAND
DIFFERENTIATIONPOSITIONING
3i
brand integrity

31. Marketing 3.0: Consumer as a
whole human
Positioning Experiential Branding
Emotional Branding
Lovemarks
Spirit

32. Value-based MarketingORGANIZATION
INDIVIDUAL

33. Why Politics
Needs
Marketing?

34. 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.

35. 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.

36. 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".

37. Yingluck Shinawatra
(First Female Thai Prime Minister)
Pheu Thai Party
Presents a nationalist, populist program that
postures to ameliorate conditions for the oppressed
masses.

38. 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

39. 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

40. 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.”

41. "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

42. THANK YOU!
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Metro Manila, Philippines
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