PR media and techniques for political campaign
By Nsikak Daniels
“It is important to bear in mind that political campaigns are designed by the same people who sell toothpaste and cars.” – Noam Chomsky
In today’s world, the significant evolution and advancements in communication, education, science and technology, has greatly impacted on the practice of Public Relations. Nigeria is not an exception.
Though the principles of practice appear to remain the same, research has clearly shown that the times have changed tremendously, as the magic wand of social media continues to reach out to corporate and product brands’ publics. This is a strong ingredient that should never be ignored while proposing a PR blueprint for a political campaign.
Considering the media strategy and techniques to be deployed as the cornerstone, it is professional to think globally and consciously act locally. The practitioner is required to do a thorough research on the candidates and their publics as may be defined by the strategic focus, objectives and scope of the project, which will inform the facts of the campaign.
For lack of space for a detailed scholarly analysis, here are a few familiar media strategy and techniques:
Rallies, Town Storm, Convention, Media Conference, Photo News, News Mention, Media Briefing, Executive Media Facility Tour News Releases, Editorial, Opinion Articles, Features, Letter to the Editor, Posters, Handbills, Bumper Stickers, Billboards, Newspaper Pull Outs, Unveiling of the Project Logo and the Candidate, Project Theme Music, Documentary film of the candidate’s life achievement and the new direction, Project Website, TV Commercial, Radio Jingles, Courtesy Calls, Executive Media Interviews and Appearances, Public Speaking at relevant events, Large Concert Balloons, Event Brochure/ Magazine and Thank You Advert in the Print Media.
The candidate can be very well presented, projected, marketed, promoted and publicized aggressively, engaging the above mentioned techniques and media to achieve the anticipated buy in and support.
However, a well honed and creative professional, with elaborate strength and sound environmental scanning attention and sensitive antenna, is capable of going beyond the brief, as may be informed by the wants and values of different segments of the candidate’s publics, and create veritable novel PR media and techniques that will deliver the anticipated result/ victory.
Considering that these days, there are neither barriers nor boundaries in the communication of messages, the practitioner should think how voters receive messages, send feedback and watch video programming, knowing that things are dramatically changing.
This development reinforces the need for political campaigns, media and techniques to better match the voters’ changing media habits and way of life. No matter how remote the area they stay is, it can be reached with a cell phone within a very short time, made possible by the power of social media.
Aligning with the above, PR professionals should take their responsibilities seriously, strive to be at par with modern global trends for the advancement and development of the PR sector, make it interesting for candidates who, believe it or not, can get little tired of the mannered, predictable and unimaginative qualities that typically affect modern political campaigns.
Thus, a practitioner should not fail to, not only know, but understand that Nigeria does not need political campaigns based on denial and avoidance of some of our real challenges as a people. It needs a crusade to reform and renew the country, its institutions and perhaps, the political system.
Therefore, a well articulate political campaign project would make history in so much a way if such is positioned above the familiar media and techniques – traditional arts of political campaigns, including field organization, traditional advertising, slogans, message moods, debate preparation, billboards, convention brochures, soapbox, programme appearances and policy knowledge, to list just a few.
In conclusion, while developing the campaign blueprint, it is important to consider the conduct of elections as it is driven by the system and the electorate as it would/may concern the candidate and the political party, the structure, the support groups, the manifestos as well as obedience to party hierarchy, the core of the people’s interest, peace and stability as a nation.
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