political pr

8/7/2019 Political PR

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POLITICALPR&

THENEWMEDIA

By

Ma.LourdesN.Tiquia


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WordCloud

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ThePRBrain

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Change

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Context

ExplainconceptofpoliFcalPRwithinacampaigning,representaFveandgoverning

context.

ExplainitinrelaFonto8approaches:relaFonswithpublics;theGrunigianperspecFve;hype;

persuasion;rela'onal;reputa'on

management;rela'onsinpublic;and

communitybuilding.

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WhatisPoliFcalPR?

PoliFcal PR is essenFally persuasive as itrepresents an interest, and requires

representaFve democracy where different

compeFnginterestscanbeheard.

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WhatisPoliFcalPR?

AlthoughpoliFcalPRmayoenbeshoutedinaloudvoicesoitisheard,itshoulduFlizearangeofbothloudandsoPRtechniquesusingbothdirectandindirectcommunicaFonchannels.

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WhatisPoliFcalPR?

PoliFcalPRencouragesa rich interacFonatarangeofdifferentlevelsbetweenthoseac3ve,

interested or even uninterested in the

poliFcalprocessandpoliFcaldiscourse.

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ChangingLandscape

CommunicaFonsMediaChannels

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CommunicaFonisa2-edgedsword

Good News: elite news organizaFon no longercontrols the agenda and defines the terms ofdebate.Today,ifyouhaveanarraFve,youhaveanopportunitytotellitevenifbigmediachoose

toignoreyou.

lip side: There are so many ways ofcommunicaFng to both niche and mass-market

audiences, hence very hard to be heard abovethedin.

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Newscycleis24/7orworst,1440/7

Newscycleis24/7ItsfastciFzenjournalists

Itsviralpassedonelectronically

ItsrelaFonalandaudienceisveryvisual

NarrowcasFngistrendthanbroadcasFngNogatekeepersunliketradiFonalmedia

Technologyrunsthecycle

BUT the basic communica3on process s3ll involves theorganiza3on of words and thoughts into a coherent, convincingandpassionatemessage,whichmaybeaccompaniedbysound&visuals,dependingonthemedium

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ChangingLandscape

TradiFonalTrimedia NewMediaWeb2.0 SocialMedia romAnalogtoDigitaltoConvergenceSignsofTimes:TV5,allnewsinfreechannel

(QTV)andteleradyo,localcablebuying

naFonalcontent

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Web2.0,fromWordCloudtoTagCloud

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InternetasapoliFcaltool

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Easeanyonecansetawebsiteorlaunchanemailcampaign

Speedknow,learn,advocateinoneday

ReachfromNigeriatoEbay

InterconnecFonlinkingispower


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SocialMediaOpFmizaFon

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5SimpleRulesonOnlinePoliFcs

Thinkabouttheendsbeforeyouthinkaboutthemeans

Brilliancealmostalwaystakessecondplacetopersistence

Integrate,Integrate,Integrate ContentisKING Issellinganidea(oracandidate)likeselling

soap?YEP

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DemocraFzingTool

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17Millionusers TextCapitalofthe

Worldwiththe

averageilipinousersending600texts/

month,43%higher

thaninUS(2009)


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Top10TacFcsonDigitalPPR

MakeparFcipaFonsimple EncourageconversaFon

BuildTrust Dontforgetwhatyoualreadyknow Mindyourcontent

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Top10TacFcsonDigitalPPR

CrosspromoteManageexpectaFonsindtheLeaders JoinaHubBeyourself2/15/11 20


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Iwanttobelike

Obama

PoliFcianscopied

Obamas

embraceonnewMedia

starFng2010

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Presiden3alMarke3ngCampaigns:OfflineandOnlineStrategies

Barack Obama John McCain

Marketing messages Hope, Change we can believe in Country first, The original maverick

Offline marketing

channels

TV, radio, print (including candidates

books), direct mail

TV, radio, print (including candidates

books), direct mail

Online marketingchannels

E-mail, display, organic and paid search,

in-game advertising, mobile, social media

E-mail, display, organic and paid search,

social media

Budget $150 million in Sept 2008 alone $ 84 million (public funds)

Marketing strategies Energize young voters; spread optimismand hope; emphasize McCains similaritiesto Bush

Energize the right wing; attack Obamas

weaknesses; emphasize experience andmilitary service


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BarackObama.com

BarackObama.com:Mainbodyoftextislikeablog


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My.BarackObama.com = Do-It-Yourself Citizenship

My.BarackObama.com:Do-it-yourselfCi3zenship


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My.barackobama.comallowsuserstojoingroups,connectwithotherusers,planevents,raise

money,writeownblogsandvolunteer.BasictoolsforgrassrootsorganizingatyourfingerFps!

My.BarackObama.comDashboardDashboard


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My.BarackObama.comAc3vityindex


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My.BarackObama.comEventfinder


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My.BarackObama.comVoterScript


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My.BarackObama.comPhoneBankingtool


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Gearedtowardge\ngoutthevoteInnova3onsWidgets


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Innova3onsFightTheSmears


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Innova3onsIn-gameadver3sing

orweeksObamaranin-gameadsin18gamessuchasBurnoutParadisefortheXbox360

across10balegroundstates.TheObamacampaignpaidMassiveIncorporated$44,465.78

foronlineadverFsinginearlyOctober.


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Obama Everywhere

Obamahasgained5millionsupporters inothersocialnetworks.

Obamamaintainedaprofileinmorethan15onlinecommuni3es,includingBlackPlanet,aMySpaceforAfricanAmericans,andEons,aacebookforbabyboomers.

Onacebook,whereabout.2million(duringthecampaign)signedupashissupporters,agroupcalledStudentsforBarackObamawascreatedinJuly2007.

ItwassoeffecFveatenergizingcollege-agevotersthatsenioraidesmadeitanofficialpartofthecampaignthefollowingspring.

Andacebookusersdidvote:Onacebook'sElecFon2008page,whichlistedan800numbertocallforvoFngproblems,morethan5.4millionusersclickedonan

"IVoted"buontolettheiracebookfriendsknowthattheymadeittothepolls.


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"InthisInternetera,it'snotenoughtoruna

campaign;youneedtoleadamovement.That's

whatObamadid.Ifyoulookattheirsite,theironlinevideos,theironlineads,everythingthey

did,itwasn'tabout'me,myselfandI.'Itwas

about'we'and'us.

MindyFinn,Republicanpoli3calopera3ve


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THANKYOU!

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