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What is an electoral strategy?



In my experience as Political Consultant, I have been very clear that most of the candidates and their campaign teams always talk about the strategy, but few really understand what an electoral strategy that serves to win an election.

addition, often the assumptions strategists say they can not show the strategy because they have it in the brain and not write back because they fear could fall into the hands of their opponents. And then, I wonder if the strategy is so secret that how they make that campaign teams know what they happen to do to win the election. But

whenever I talk with the candidates and their strategists what they consider their strategy, I find myself regularly what they are suggesting is not a strategy, but a series of ideas and occurrences, often without logic, which they believe can win the election .

why I always insist that, before starting a campaign, and even before you start designing, you need to know what it is an electoral strategy to win elections.

I argue that an electoral strategy to win is one that responds objectively and adequately with these three questions:

1. What are the messages (proposals) that can help us convince the majority of voters to vote for us?

2. What are the media that will help us to convey our message to the majority?, And

3. How much money do we need to efficiently transmit that message?

From my point of view, therefore, the strategy is a document that indicates very precisely what we will say to convince voters to vote for our candidate. This is after we have done an adequate investigation, it showed us the concerns of voters and the solutions they would be willing to support with their vote.

should also say what are the appropriate means to convey the message. If we are to use TV, radio, newspapers, leaflets, direct mail, call centers, email, networks of supporters, and so on.

But it must also contain a well defined budget to tell us how much it will cost us the effort of organization and communication, where and when will the money.

Something that does not contain the answers to these questions can be called as we like, but it can never be said to be a strategy to win an election.

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Starting a Campaign Slogan



Very often ask me what time and the most appropriate way to start a campaign. But usually when I ask this question is because the campaign has already begun, most of the time without having a clear strategy and with a serious disorder. Generally

candidates and their teams spend most of the time available, from candidates who are appointed day of the legal start of the campaign, celebrations and political negotiations and virtually no time to devote to generate a strategy that allows them lead and coordinate all resources available to win the election.

To which many mistakenly call him an electoral strategy boils down to choose a logo, slogan or phrase campaign, to choose the official photo of the candidate for the forms and materials ordered a series of senseless and clearly defined objectives.

It is important to note that a campaign strategy is created based on a prior process of research, reflection and evidence that should lead us to find the key messages that will help the majority of voters will go to the polls to vote for our candidate.

a campaign strategy that can not be designed without prior investigation and there is nothing (or intuition, or contact the tour, nor the political experience nor the social sensitivity of the candidate, or the mailboxes of opinions or calls to the media) that can substitute for the research to form a winning strategy.

The research is based on surveys, focus groups (Focus Groups), depth interviews and socio-demographic research is the only one who can give us the actual inputs and targets to build the messages that will convince the majority to vote for our offer.

Only properly conducted research helps us to avoid subjectivism, the cult of the personality of the candidate and other assumptions that are generated on the candidates and their teams divert us from the true path to victory.

Thus, when research has helped us build the right messages to convince the majority to vote for our candidate and found what the most appropriate media to convey these messages, we communicate properly with the voters and we can then measure what have been the effects of our campaign.

At this stage enters new research that will tell us for sure, not assumptions, what was the result we obtained in our campaign, allowing us to make necessary adjustments in time to ensure that we road to success.

This way we can answer the question of when and what is the most appropriate to start a campaign?, because the answer is simple.

When: when we have a real strategy.

How?: In the manner prescribed for the Strategy itself.

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is common for candidates and their campaign teams and Slogan confusing message (or slogan) Campaign.

When we talk with candidates and their teams, normally you find them too urged to define the Campaign Slogan or Motto, for what easily confused with the message of the campaign and because they believe it has more importance than it really is. And that confusion leads to errors that have a serious negative impact on results.

The confusion often leads to the candidate and his inner circle were surprised when the consultant tells them that the slogan is less important in most of the time and it and the message are not the same. Of course, one makes them a clarification of the message itself is the factor of paramount importance.

The message comes after a serious and responsible research that lets us know what are the themes and mood of the electorate, in the same way that indicates, for each segment of the voting population, which of them are likely to vote for our candidate and what are the most reluctant to give us your vote.

Once the stage of the investigation and having analyzed the resulting material or we can design the campaign messages, which are essentially the expression of the most sensitive issues for the electorate at the stage which made the choice and our strong and differentiated position on those issues. Slogan

A short phrase is that candidates and their teams try to repeat in all advertising materials, but in most cases the electorate does not even begin to perceive because it is a pun hollow and sense.

A good campaign slogan if you will get the message or messages that are the backbone of our strategy and, therefore, of our campaign. If not used to transmit the message, not just a useless fad. If used for transmission will be a factor in communication, but not the most important element of the campaign.

why I always recommend not to be confused with Message Slogan, and devote full attention and resources to find the message that will help us convince the majority of voters to vote for us.

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Message and Candidate Image


One of the great deception which have spread Electoral Strategy is one that ensures that the visual image is crucial Candidate for people to decide whether to vote for him.

According to these false promises released by the so-called experts imagology, Image, Colorimetry, Garment and Cosmetology and some that are presented as Political Marketing consultants, if a candidate is handsome, well groomed, with good physical figure, well dressed and good manners is almost a victory in the bag because people prefer to men and women attractive when casting their ballot.

Common sense tells us, only to take a look at most of the rulers who have won elections, it is false that a handsome candidate has an advantage over less graceful because the voters' motivations are more complex than simple aesthetics of the conteniente ratings.

Despite the strength of the fact there is a strong tendency among the teams of candidates to oversize and aesthetic aspects of trying to transform the appearance of the contestant.

Sometimes the candidate is placed in irresponsible hands that end up transforming the degree of depersonalize. In most cases these changes have the effect of discomfort on the candidate, same as it shows in their behavior.

who has real experience and Campaigns knowledge knows that the proper strategy and message are the instruments that can make a candidate win an election, regardless of the beauty of the contestants or the brand of clothes you wear.

Therefore it is desirable to know that is not the same one that a imagology Political Consultant, Cosmetologist or image consultants. The first helps to win elections, others only serve to feed the ego of the candidate.

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How Defending


I have been arguing that effective negative campaigning is an art, but defend a well-orchestrated negative campaign is a higher art.

When a candidate is the target of negative campaigning, often tends to disdain it and let it run without responding to it. Candidate's ego, which often makes an appearance and a lot of damage, makes you think that nobody will believe what he says because you think your picture is very positive and solid.

is usually very difficult to find within the teams of candidates people with the skills to develop a good negative campaign against their opponents, and even more difficult to find people who have the skills needed to cope Negative Campaign successfully.

So I think it is very important to take into account some considerations on how to deal with a well-orchestrated negative campaign when your candidate is the target of one.

1. We should always design the campaign strategy as a real possibility considering that we are the target of a negative campaign of any or some of our opponents.
2. Since before the start of the campaign we have information from our opponents that allows us to do a negative campaign against him if necessary. It helps that
3. Candidate entrusted to Political Consultant or who design the campaign strategy which can be considered weak points that could use their opponents in negative campaigning to have the possible answers to them.
4. When our opponents wage a negative campaign against us we should never react with disdain towards it. On the contrary, we must make an objective assessment of it. This evaluation should answer the following questions, How serious is the accusation that we say? What is the mood of the electorate regarding the charge that make us? How many voters received the negative message? How many of you understand? How many could change their decision to vote for that negative messages? It is essential, of course, that the assessment be made based on objective and not subjective assumptions Candidate and his team.
5. Having evaluated the effect of negative campaigning that we are victims, we must consider whether the evidence we have for our defense is strong enough to reverse the damage received. The spread of our defense should be at least the intensity of the spread of negative messages.
6. If the elements of defense we have is not strong we must take a strong negative campaign against our opponent to prevent or decrease damage to our candidate.
7. responding to the negative campaign being undertaken by an opponent against us, we must not neglect the development of the strategy of our campaign we design.
8. Throughout the campaign will run a team of experts in political communication (War Room) which must be tuned to detect and evaluate everything that is disseminated to our candidates and their opponents with an opportunity to propose appropriate responses.

is important to note that these are just some general ideas that are not applicable as a template to any situation of negative campaigning. We have emphasized this space each campaign is different and individual cases requiring decisions and actions individuals also.

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Negative Campaign Should a candidate running his own campaign?



Very often, the candidates seek to lead and coordinate their campaigns themselves. This is a serious error and arises mainly because they usually believe that nobody can know as they the feelings and motivations of the voters who intended to represent or govern.

with the same frequency is generated distrust left to a consultant Political Campaign Strategy, because it believes that it is possible that someone outside the environment of the candidate to interpret the feelings of voters.

There are reasons to say conclusively that it is a serious error that is the candidate who design, direct and coordinate its campaign. This review some of those reasons.

• In most cases, the candidate faces his first electoral experience or have had a few experiences in search of votes. By contrast, a political consultant has experience in many campaigns, knows what usually works and what does not work, what constitutes a great contribution to the design of the Appeal.

In most cases, when reviewed losing season, one is unfortunately that they committed the traditional error of beginners.

• When the candidate and his team close and have participated in other elections tend to repeat the same strategies used in the past because they know that every campaign is different, even when this is done by the same electorate. Successful strategies in place tend to be failures in the same place at different times, in the same way that successful strategies will not be in a certain place equally successful in another. Instead a political consultant knows that every election is different and each time must be adequate studies to create the appropriate strategy to place and time that will take the election.

• A candidate for being the person that is subject to acceptance or rejection of the electors, it tends to make decisions and act motivated by the subjectivity tend to reject the evil and magnify the good news. Political consultant, meanwhile, is a professional who knows that a campaign should be handled with complete objectivity in order to make the right decisions to win the election.

• In addition, A Candidate has many things to do in a campaign to still have the conditions to create a winning strategy, coordinate activities and make an objective assessment of results. A Political Consultant is dedicated only to study the behavior of voters, to add expertise in political communication and propaganda, and his thoughts are all the time dedicated to finding a way to win elections.

• Finally we can say that it is always common around a candidate who does not take bad news about the development of the campaign. A candidate usually only get the good news, so it creates a false idea of \u200b\u200bdevelopment their campaign until they reach the poor results of the polls. A Political Consultant, by accumulating experience, knows that the bad news is more important than the good and learn to know when you are hiding negative data.

These are just some of the arguments that help us to hold that a candidate should not be responsible for the creation of his own campaign strategy, its coordination and evaluation of it.

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Since it involves the coordination of the head, shoulders, arms and breathing, breathing is often the most difficult aspect to master front crawl. A good way to improve is to practice breathing in water that reached to his waist.

Place the face and shoulders in the water, so that the line of the surface is just above your eyebrows. Exhale slowly underwater.

At the same time, turn his head in this example on the right-arm and remove water as shown. As you move through the entire cycle of the stroke, his head has to turn, just enough to take a breath.

sure not to hold your breath, it has to be constantly exhaling and inhaling. Practice this routine, turning her head to the left or right, whatever is most natural to you.