The filing of the certificate of candidacy for all elective positions in the 2010 election ends today. While the official campaign period officially starts on Feb. 9, 2010 and will run until May 8 of that year, all candidates will, for sure, kick off the “unofficial” campaign salvo starting today. From what I have gathered, the Supreme Court has reversed its decision on the case of Penera vs. Comelec and has declared that there can no longer be any premature campaigning. The decision was based on the fact that, under present laws, a person who files a COC shall be considered a candidate at the start of the campaign period only. Thus, prior to such a period, there is no candidate for or against whom to campaign. With this development, the airing of political advocacies and infomercials involving or about those who filed their COC can continue even after such a filing.
Any political wannabe should want to be a communicator, a talker and a connector. And if you win the seat, you will be doing just that. The ability to communicate, talk and connect well is one of the greatest assets you can have in your life as a political candidate, which can bring with it enormous rewards. It’s not easy. Generally people would rather keep to themselves than stand at a barangay tête-à-tête or a launch event next to someone they’ve never met. But that’s not how it is in the world of politics, where you often engage in intellectual discourse, platform presentations, small talk and mindless banter. But fret not, the more you work at it, the easier it will be. To get started, here are some basic ingredients for successful political communication.
• Politics is largely a business of communication. You have to be good at it — written, verbal or non-verbal — if you want to move ahead. If you feel inadequate, have an expert train or coach you, for the battle to win the hearts and minds of voters is anchored on the way you deliver your thoughts, mingle in a crowd, cuddle babies, embrace people, smile or shake hands. We may be in an age of rapid technology development, but there is no substitute for sincere, face-to-face interaction and how you perform in such encounters can make a crucial difference.
• Have the will to communicate. It is key to becoming a better communicator. The primary reason for success in political pitches is that the targeted voters can see that you love what you’re doing. Being into it can’t be faked. People can see through whether you are merely going through the motions or your sincerity is for real. Your attitude counts, and a positive one can deliver the votes. A high enthusiasm quotient and willingness to share it with others can work wonders.
• Be an attentive listener. Again, it makes for better political communication. You can have skillful follow-up questions if you listen with genuine curiosity. It is the mark of an effective connector. King of Talk Larry King follows a rule to be constantly reminded of this important element. He begins his day by telling himself, “Nothing I say this day will teach me anything, so if I’m going to learn, I have to do it by listening.” Listen — and please listen well — to people you meet as you go on the campaign trail. They can give you important leads.
• Expand your view. The best communicators are able to talk about anything under the sun — from critical global and national issues to lifestyle trends or even trivialities. Experiences beyond your own professional or personal life can also come in handy. In the campaign, you will meet people in different environments and with backgrounds different from your own. Understand where they are coming from. Imbibing their own experiences can help expand your horizons, your communication repertoire and perspective.
• Don’t be afraid to make fun of yourself. One of the fundamentals of communication is never stay too serious for too long. You have to have a happy balance of thought-provoking talk and light banter. Most audiences look for a sense of humor, preferably self-deprecating. Bring out your wit and sense of humor; enjoy retelling calculated jokes at your own expense. It can be most appealing to the audience you aim to woo.
• Be real (magpakatotoo ka). Regale your targets with genuine stories about yourself — your poor or modest beginnings, your failures and how you overcame them, or even funny incidents on your way to the forum. Make sure the stories you tell your audiences are authentic and people can relate to them. They should come out of the hall knowing at least two things about you. Openness and honesty are crucial elements to your storytelling, as you desire to get people on your side. Thus, be willing to reveal the true you — your likes and dislikes and everything else that might endear you to them.
• Your political brand must be projected clearly. Branding will play a major role in the way political communication will be used by the national candidates. Most of them will continue to spend big money to buy advertising time and space to get themselves known, remembered, and preferred. Advertising is an expensive tool, yes, but it is unquestionably powerful in generating the desired result. There were some who saw the power of advertising early on and have sold themselves via their advocacies sans the “vote for me” call to action.
In branding, be clear about the image you want to convey and determine the aspects of your communication that are most compelling to voters. How effective are they in portraying a persona that makes you stand out? Are your campaign materials rising above the clutter? Is your jingle viral and your campaign tagline memorable? Is your talking head sincere and credible? Is the dramatization of who you are and what you stand for believable? Is the overall mood and tone of your communication empathetic, and your brand personality warm and connecting?
You are your own brand. It’s your name. You should guard and protect it. You should make it part of all your decisions. Realize that it is easy to destroy a brand. It takes time and care to build a brand, but it can be collapsed in an instant when scandal hits. If trouble strikes, we must deal with it quickly.
Effective branding can do several things for the frazzled electorate. It saves time, projects the right message, provides an identity, and raises your level of awareness. As TV talk show host Jay Leno exclaims, “You’re not famous until my mother has heard of you!” Ensure that these factors are interplayed well in your political branding and you are on your way to victory.
Whether you are communicating to one person or a million, the rules are the same. It’s all about making a connection, showing empathy, leaving enthusiasm in your wake and listening intently to your audience as they hopefully listen to you.
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E-mail bongosorio@yahoo.com or bong_osorio@abs-cbn.com for comments, questions and suggestions. Thank you for communicating.