Political campaigns and their risks

The main goal of Political Public Relations is to use the media to communicate a particular party's beliefs in order to achieve public support for political policies. Political PR is as its busiest times during election camapaigns. Since 2008 we have gone through two presidential campaigns in two of the most influencial countries in the world, the United States and Great Britain. 

The Obama campaign revolutionised the art of political campaigning. We all know that in the US they spend millions on campaigns and that they always try to do something more spectacular than their election rival. However, the last presidential election in the US exceeded all expectations, not only they spent a lot of money on their campaigns, but the president-to-be, Barack Obama, created a precedent that, as experienced in the UK, will be used in the future.

Apart from the usual trips to different states and cities, appearances on TV, speeches, debates, support clothes, stickers, mugs, etc. Obama incorporated the use of social media in his campaign. He engaged his voters and possible voters through his website, Facebook and Twitter site, Email, Obama TV, mobile phones, MiGente, YouTube and a never ending list of social media platforms. His campaign was successful and  brought him to the White House. The key of his campaign was engaging with his audience, make them part of his campaign and communicate all the time.

Cameron at a conference

His now counterpart, David Cameron, was aware of his success and together with his communication advisors they designed a campaign that many claimed has some similarities with the Obama campaign. Cameron revealed that they had contacted around 500,000 people by email, on Twitter and on his Facebook site introducing a viral campaign much similar to the one of Barack Obama. His messages stressed the idea of hope and change. On one of his first appearances on TV Andrew Neil asked him if the Tories could deliver and Cameron anwered "Yes we can".

During the campaign we saw and heard many similarities to the presidential campaign in the US in 2008. Some of those are shown in the pictures below, as for example when The Sun published a picture of David Cameron emulating one published during the Obama campaign.

Other similarities include the intense use of social media to communicate and engage with voters and the way both candidates appeared in their campaign meetings.

 
However, not all went well for David Cameron. British politics work differently than politics in the US and in Britain, if you are in the public eye, you are exposed to become an object of ridicule. And this is exactly what happened to David Cameron. The opposition party, the Labour Party, created a poster with Caneron on it and Clifford Singer created a webpage where spoof posters of David Cameron's official poster were posted. The original poster was controversial as it seemed that the Tory leader had been airbrushed and the creative director used this as an excuse to continue ´retouching´ Cameron's posters.

There are some risks when you engage with your public and allow converstation. Then you can expect bad comments, criticisms and become part of everybody's jokes. However, that is the risk that David Cameron and his communications team took and, despite his not-so-successful use of social media, he managed to get away with it and win the elections.

What are your thoughts on the use of social media for political public relations? Do you think politics are using it unaware of the consequences?

- For visuals about Obama's presidential campaign refer to the following website: http://www.flickr.com/photos/ruffini/with/3065114384/

- To see the whole range of spoof posters on David Cameron's campaign visit: www.mydavidcameron.com

Social marketing: The 'good' marketing

Social marketing uses marketing techniques to achieve a change of behaviour on a specific cause. The main goal of social marketing is reaching social good and this differs from the prime objective of commercial marketing which is financial.  

Social marketing was recognised as a formal discipline in 1971, after Philip Kotler and Gerald Zaltman published "Social Marketing: An Approach to Planned Social Change" in the Journal of Marketing. They arrived to the conclusion that the principles used in marketing with the intention to sell products could also be used to "sell" ideas and change attitudes and behaviour. 

The objectives of social marketing are long-term behavioural changes and they normally are related to health and environmental issues. Thus, its main clients are non-profit organisations, health services and government. 

When intending a behavioural change it is essential to target the right audiences and segment them into different groups. Depending on the group we are looking at, we will approach them in one or another way. 

Having realistic expectations and testing the tactics is also very important. As the results of a social marketing campaign will just be seen in the long-term, sometimes even as long as 5 years, knowing that the tactics used are the right ones for the audience we pretend to target becomes critical.        

Of course, monitoring throughout the campaign is also very important in order to react properly if there is a hint that some of our tactics may not have the result we are expecting.   

If you want to know more about social marketing, do visit the following link:

http://www.social-marketing.org/sm.html