Effective Political Media Campaigns – Manila Standard

“Only 3% get their news from the newspapers.”

An effective political media campaign can help enlighten the public and restore confidence in the dissemination of information. This is my humble way of reminding the information management industry, especially the public relations and political managers of political candidates in the upcoming elections in May 2022, to remain truthful and honest with the public.

With equal consideration for all channels, I believe that the mainstream media – television, radio, internet and print media are the purveyors of truthful information and play a vital role in our daily lives. They are essential sources of information about government and politics.

Television remains the main source of news about the country’s government and politics among 91% of Filipino adults, according to the September 2021 Pulse Asia survey made available to the media recently.

Nearly half (49%) of respondents get their news on politics on the radio and 48% on the Internet.

Among viewers, 82% cite national television as a source of political information and 25% cite local television.

Radio is the news source for 49% of Filipino adults, with a higher percentage identifying local radio than national radio (32% vs. 18%).

A near majority of adults (48%) learn about Philippine government and politics on the Internet (48%), particularly on Facebook (44%).

More than a third of adults (37%) consider friends and/or relatives as their source of information, while a quarter (25%) mention friends and/or acquaintances. The same survey shows that newspapers are a source of political information for only 3% of Filipino adults. It should be noted, however, that the content of newspapers is often shared on the Internet, including on Facebook.

While television remains the primary source of information for Filipinos due to its audio and video presentation of messages or platforms, it is also the most expensive. A 30-second TV spot on a prime-time TV program would cost half a million pesos, which simply means that only heavily funded political campaigns can afford a high-impact, high-visibility TV campaign.

Radio is a good source of information for most Visayans (67%), Mindanaoans (65%) and mature people in income group E (55%). Local radio is cited by the majority of voters in Visayas and Mindanao as the most accessible and trusted media tool.

Jean Danao, a media planner linked to a multinational advertising agency, says radio is effective in remote areas without an internet connection. It’s an inexpensive and reliable media tool that can be heard anywhere, even on the road.

The Pulse Asia survey shows that about 48% of adults learn about Philippine politics on the Internet, especially on Facebook (44%). In particular, the Internet is mentioned as a new source by most people in Metro Manilans (72%), those in the rest of Luzon (55%) and income groups A, B, C (60%), Facebook being identified as source. news by (64 percent) adults in Metro Manila.

Newspapers are the source of political information for only 3% of Filipino adults. Danao, however, says this number primarily represents policy makers and business decision makers who yearn for more detailed and reliable content.

Content is king

Although media channels are important, communication remains the key to effective political campaigning. For communications to be effective, content should be considered the king, with media tools the queen.

An effective media campaign must convey a clear message to the target audience. Remember these three important points.

First, define your goal and target voter demographics, and decide what to tell them to get them to vote for you.

Second, the messaging indicates your purpose. Indicate who you are, what you stand for (advocacy) and what differentiates you from other candidates.

Third, your post must convey a single idea, which means there must be a theme or purpose that will guide everything you say. It must convey your values ​​and represent your personality and your convictions.

The message you repeat over and over again should be your main plea. It should be short enough for voters to remember. The repetition of a concise message portrays sincerity.

It’s also important to learn the art of persuasion, or how to connect with and convince voters. Your ultimate pitch answers the question “why should I vote for you?” »

Again, the answer to this question must be clear, focused and sincere – the elements of an effective political media campaign.

Dindo Danao is a public relations strategist. His email address is dindodanao@ymail.com.