The document discusses the keys to a successful political campaign communication strategy in the modern entertainment era. It emphasizes using images over words to transmit emotions on a conscious and unconscious level since images are difficult to distort. The three key steps of communication are meaning, remembrance of emotions, and personal contact. Rather than explaining technical details, campaigns should focus on communicating a simple, fundamental message about why they want to improve people's lives and address their problems and dreams. The most important thing is talking about issues that keep people awake at night.

1. The political communication in the entertainment era October 2011 Mauricio Macri`s Electoral strategy

2. People see what they want to see and hear what they want to hear The Daisy Ad. Tony Schwartz In election campaigns people already have the information

3. People see what they want to see and hear what they want to hear PRODUCE A RESULT Activate, Stimulate, Transmit.

4. Surveys as a strategy weapon Look for the connection with the electorate Listen

5. The image Glorious feelings for our personal and sensorial history The image transmits emotions

6. The image The image transmits information which produces results at a conscious and an unconscious level Our brain cannot make a sensible process of the political information

7. Old politics vs New politics Words which convey ideas Images which transmit emotions

8. The image is very difficult to distort but we see what we want to see…

9. The three steps of communication in election campaigns The meaning (interpretation) From one to the other

10. The three steps of communication in election campaigns The remembrance We do not forget emotions

11. The three steps of communication in election campaigns Personal contact The struggle for minds and hearts

12. The key to a successful campaign Stop explaining “ how” we do things to say “ why” we do things Communication is the main aim. Saying why we do the things we do

13. The key to a successful campaign Go beyond technical language and public office The greatest challenge is to be simple

14. The key to a successful campaign Stop fighting

15. The key to a successful campaign Stop fighting The best vengeance is winning

16. The key to a successful campaign VISIBILITY - FEASIBILITY Listening Formulating the strategy Defining the message What people think and feel

17. The key to a successful campaign CONTROL OF THE AGENDA PEOPLE’S PROBLEMS!!!

18. The key to a successful campaign DISCIPLINE IN THE MESSAGE A clear strategy and an unambiguous message

19. The key to a successful campaign HAVE A MESSAGE A universal and fundamental message “ Things happen when you start believing” “ If you believe in God, I will take you to the Promised Land” Moses “ The future of an illusion” . Sigmund Freud ( The Myth of the Passage )

20. The key to a successful campaign About what keeps peple awake What to talk about? About whats makes people happy

23. The most important thing is: Talking about the problems and dreams people have

24. Thank you for your attention! www.entornoestrategia.com.ar @guiyoteb www.guillermobertoldi.com GuillermoBertoldi