The business of image making in politics
The official campaign period for the May 2016 presidential election kicked off last Feb. 8, auspiciously the Chinese New Year. Looking at the pervasive use of political communication — mainly in broadcast — the issue of style over substance has never been more pronounced. Substance is important, but style, in most cases, is what sells. The steak on the table may look and smell delicious, but its sizzle is what attracts.
The political advocacy ads that proliferated months prior to the official campaign period are all indicative that image and image making in election campaigns matter a lot. In the political milieu, imaging plays an exceptional role. Some ads create a bandwagon effect. Others champion a particular value or espouse socially responsible programs. Still others latch onto their formidable academic and professional credentials, which make things possible to achieve, and a good number pride themselves on being able to help every time there is a need or picture themselves as upright and forthright leaders who will shepherd this country to change.
Projecting a “votable” public persona has always been important in elections, and in present-day electoral campaigns it means having a spotless image and an irrefutable reputation, which to discriminating constituents are hard to come by. A political aspirant lives in an era where image is of critical importance. It covers how he looks — young, good-looking, athletic, respectable or fatherly; how he is seen — a veteran or a neophyte, an accomplished leader or a promising one; and can be positioned by appending a title to the name — Manong, Brother or Tito.
A media-savvy and survey-sensitive candidate is more watchful of what a carefully planned image strategy can bring. He can be transformed from anonymity to popularity, where a character and persona is built, and where public perceptions that bring higher awareness and larger audience share are formed. A high-profile candidate can be seen as somebody who’s all bark and no bite, where style takes precedence over substance, while a not-so-noisy contender may connect emotionally and be classified as an underdog who can’t be dismissed readily.
If a candidate has the propensity to deliberately create a good image, he can be suspect, or at the very least labeled “not deserving of the public’s trust.” But image communication can be looked at differently. A good image is the reflection of a good political product. He can maintain that goodness only if he puts together an integrated plan of action that will continually protect his equities, reverse negative associations, and develop new stories that connect. His image-making effort must be anchored on three principles:
The first principle is largely dependent on how he manages perceptions. He creates it if there is none. Positive elements are maintained and negative components are drowned or turned into positive. People’s perceptions are based on what they are aware of — or what they think they are aware of. Thus, it is important for a candidate to determine public insights, and from a deeper understanding of the profile of his targeted electorates, a strategic communications plan can be developed and executed with continuity and consistency. He can evaluate, tweak, calibrate or change the plan, but only for acceptable reasons.
Effective use of the imaging tools in his communications arsenal is critical. That’s the second principle, and the challenge is how he harnesses the channels — offline or online — of awareness, efficiently utilizes the identified touch points, evaluates the synchronized approach, and executes the defined key messages. Reaching his targets and making his presence felt takes time, money, and a clear roadmap that conveys simplicity, imagery, repetition and sentiment.
Simplicity requires crafting key messages that resonate, while imagery needs clear, descriptive visuals or images that evoke emotions and provoke actions. Repetition necessitates the propagation of unique selling propositions toward collective consciousness, and sentiment calls for emotion-driven messaging that pulls in a desired response — empathy, sympathy or support. A successful interplay of these fundamentals supports the truism that “to win every campaign, he must decide what he wants to say, choose how he will say it, and how aggressively he will say it.”
Image communications must aim to deliver a feel-good quality that triggers emotions. That’s the third principle. He may work on any or a combination of these emotions to make the appropriate linkage — approachability, trust, empowerment, familiarity, identification, curiosity, warmth, pride or relevance. It will likewise be helpful to recognize his intended poignancy transmitted through a smile, a hug, and a handshake, a warm feeling as he kisses a baby or embraces an elderly person. Getting a critical mass of people to shade his name on the ballot is difficult, but when “buyability” or “winnability” factors are carefully put in place, it becomes easier. And if he can dream the public’s dream he can get the public’s support. If he vividly characterizes who he is, he will help others see, feel and act on his candidacy with great interest. He becomes an opportunity who goes beyond charisma. He makes promises and makes his promises happen.
He has an optimistic attitude and engages in actions that inspire, make people happy and achieve more. He looks at people’s positive intent, especially when they appear to have none. He brings out the better side of people he deals with so they instinctively see his value. He spirals up into cooperation and camaraderie rather than down into conflict and enmity. And he evokes the golden rule that can make dissimilarities — personal or professional — among his constituents a mutual benefit, rather than a cause for divergence.
He is an unforgettable “face” to the constituency he leads. And his followers are far more intrigued, cajoled, pushed or challenged by the questions he asks rather than the answers he gives. He is the glue that bonds people together. He sees the much bigger picture to create a bigger pie. He sees the forest as well as the trees. He brings expertise to the table, cultivates unlikely allies, forges smart partnerships to generate extra value and visibility, and triggers tipping points. He looks at and answers strategic questions. He hones his strengths, prioritizes his time and characterizes his party’s value to its publics. A good brand persona creates opportunities for political candidates. From this parallel, he can only hope that he will be able to demonstrate his power to be opportunity-maker.
In a crowded political communication environment, it is inevitable that the candidate’s strategy, messages and executions are focused, unique, concise and visible. The objective is to break out, not blend in. He has to stand up and stand out to get recognized and appreciated. He has to be focused and absolutely sure of what he’s doing or what he’s pitching from how he wants people to see him, the messages he will bring into play and the executions he will implement. His uniqueness is likewise critical. He has to be one of a kind. He has to be original, appealing or, novel enough to generate trial. He has to be concise and precise.
Adopting author Sam Horn’s “9Ws” format include in his book, POP! Stand Out In Any Crowd, the candidate’s narrative a message can rise above the clutter: What is he offering; what problem does his idea or offering solve? Why is it worth it to try him? Who is his target audience? Who is he, and what are his credentials? Who are his opponents, and how is he different from them? What possible resistance or objections will people have towards him and his platform? What purpose does his election pitch project? When, where, and how does he want people to take action?
The Philippine presidential election process is in full throttle, and once again a candidate will be part of the battle of political brands. He must be prepared to face what inspirational writer Israelmore Ayivor lists as the seven things negative people will do to his image: They will demean his value; destroy his image; drive him crazy; dispose of his dreams; discredit his imagination; de-frame his abilities, and disbelieve his opinions.
A candidate is expected to spend big bucks to buy advertising time and space to get himself preferred. The future of the Philippines depends on whom we put into office — especially the highest office. He is called to act now. Not tomorrow or some remote time when he feels he’s better prepared to govern and contribute to his country. He should have the power to redirect his life and the lives of others he will lead for the better. He cannot and should not be ignored. He should make a real difference.
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