Political brands must communicate to influence and lead
The whole week last week was fiesta week, with media outlets busy covering the filing of certificates of candidacy of those who would like to run for national office — legitimate wannabes or nuisance candidates alike — in the upcoming 2016 presidential elections. Some came with a whole entourage of supporters complete with buntings and “musikeros”; others used the magic of star power, which added to the festive atmosphere, while many opted to file quietly and leave quickly.
The heat of the political fever is on, and it will boil to bursting level as we move on to the official campaign period. Once again, the challenge for candidates is how to package themselves and how to communicate with influence and leadership.
If you are a political brand, what you do is who you are, a communications principle anchored on improvisational thinking. It is the transfer of energy from the source (you as a contender to a political office) to the intended recipient (your constituencies) of an idea, or a belief based on a specific behavior or intended action of the sender. It is looking at communications in a new way, going beyond mere messages sent and messages received. It’s more than upward and downward information, moving beyond offline or online dissemination.
Otherwise labeled as “influential communications,” it is a deeper level of communications where audience buy-in is sealed and mutually beneficial interests are shared. It is very much like Winston Churchill enveloping the British people with the “energy of hope” or Barack Obama getting a buy-in of his “audacity of hope,” as he brings his entire country into one solid connectedness; or Mahatma Gandhi’s or Nelson Mandela’s behavior and self-effacing character creeping into the consciousness of his constituents as he moves them to action using empathetic and charismatic communication.
In today’s practice, face-to-face, business, marketing, political or Internet communications must influence and lead, where ideas, platforms, or visions are presented in a clear, concise and focused manner, where resistance and opposition are dealt with carefully, and where situations and leads are entered into from a position of strength. In other words, today’s political brand communicators, for example, must be able to bring themselves to a high level of confidence and persuasiveness. Communications strategist John Williams lists four keys to effective, persuasive communications: empathy, honesty, focus and intention.?
People don’t care how much you know until they know how much you care. Honesty starts with yourself, since to be honest with others, you must first be honest with yourself. To communicate effectively with others, you must have a strong sense of self-awareness, be constantly in touch with your own voice and apparent in what you stand for or represent. All these make you confident in your capabilities to stand before the electorate and share your own message of hope, prosperity or unity. If you are confident in what you can deliver, it will be easy enough to convince others to be confident in you and put your name on their ballots.
In most human interaction, the problem is never the other person. Truth to tell, it is always you, your lack of consciousness, understanding and patience, your inability to listen, your lack of focus, and, wittingly or unwittingly, your desire to deceive. Several studies support this claim. Instead of trying to change others, it will help if you focus on being more aware of your own behavior toward others. How, then, can you communicate persuasively?
Williams recommends a five-step process called Present-O-Matic — a tool that provides a road map for efficient dissemination of information; an instrument that aims to draw out feelings, opinions and suggestions from both sender and receiver of the communication as it encourages active participation from all concerned parties. It is a proprietary tool that starts with the determination of the purpose of communications (what do you want?), an understanding of the urgency of your action (why should you act?), a definition of the relief process (what’s the plan?), an outline of the success path (what are the initiatives?), and an enlistment of appropriate support (whose help is needed?).
The purpose of your communication process requires crystal clarity. The call to action must move people without hesitation, the plan is audience-centric, the victory scheme is foolproof, and the mobilization course summarizes the role of people with distinction. Williams’ communications model revolves around the CORE concept —changes, objectives, reasons and effect. It defines the objective for the adjustment to be communicated, the reason for such adjustment and the expected response or result at the end of the process. It kicks off with the process of listening, where you focus on your presentation or speaking skills, believing that if you listen to people, they will tell you everything you want to know and you in turn can address their concerns.
Listening combines honor (entering into an agreement that stands on the ground of communal respect), the echo factor (providing helpful feedback), asking (generating the needed information without appearing too intrusive), and responding (providing appropriate retorts that can motivate active participation).??
A good plan makes people listen, and listen well, and turn resistance into strengths. That is assuming that the strategy is properly executed. Dealing with resistance can be more effective if you are able to identify and draw out the source of the struggle, to defy the temptation to respond emotionally or to get defensive, to use the feedback given by the resistors to your advantage, and ultimately empty their “battle cup.”
A good head and a good heart are always a formidable combination. Mandela brought that principle to heart, believing that? a skillful listening ear coupled with a nice heart and mind to fight off resistance will surely make your communications leadership strong, responsive and positively influential. There are eight reminders that you can pick up from Williams’ module. For sure these can help you communicate with positive influence, great power and strong leadership.
Think wide and shallow, narrow and deep. Just like rubber bands, you have to be flexible. You stretch or contract depending on situations, issues or personalities that confront you.
Define “now.” Communications requires immediacy in all its aspects — program development, implementation, evaluation and measurement.?
Lead from behind. Bring active engagement and generate firm commitments from people, rather than leading from the front where your flock simply waits for instructions or to get pushed.?
Empty the cup of anger and resistance. This requires letting go of what people say that affects you in a negative way. You must learn to forgive the naysayers and people who pull you down, and then move on and start again.??
Let go of the desire to change others. Focus on being more aware of your own behavior towards others, instead of endeavoring to alter other people’s deeds or misdeeds, while you ignore yours.?
Blow on the embers that are already there. Work on what has been left behind, and just like the phoenix, rise from the ashes to build anew using the communications supremacy you can muster.???
Rely on your instruments, not just your instincts. Communications is both an art and a science. You should listen to your gut feelings, yes, but it is always advisable to be formulaic. Utilize tried and tested communications devices, learn from best practices, listen to the wisdom of those who have “been there and done that.”??
Ask “How do I want to be remembered?” What will your individual communicator’s stamp be? Influential? Maverick? Guru? Differentiator? Winner? Builder????
Williams’ formula is a back-to-basics reminder on how to communicate persuasively. It may appear “nydak” — nothing you don’t already know — but these are the same essential communications fundamentals that you almost always tend to brush off. To persuade people your communications must have the power to influence and lead.
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Email bongosorio@yahoo.com for comments, questions or suggestions. Thank you for communicating.
