November 18-23, 2007
Foundation Supports CALD’s
Fifth Communications Workshop
From left to right: Chong Ah Yu of Gerakan Party Malaysia,
John Coronel, former CALD executive director, Siegfried Herzog,
FNF resident representative and Adel Tamano, GO spokesperson.
With most of the Council of Asian
Liberals and Democrats (CALD)
’s member parties facing
elections next year, the Friedrich Naumann Foundation sponsored
CALD fifth communications workshop focused on political campaigns.
Held in Pasig City from 18-23 November 2007, the seminar brought
together communication practitioners from CALD member and observer
organizations for an action oriented learning experience.
This year’s recently concluded Philippine midterm elections,
especially the Senate elections, offered a wealth of practical
experience relevant to other countries as well. Drawing on that,
Campaigns and Grey President Yolly Ong set the framework of the
workshop by outlining the principles behind political campaign
communications. She also analyzed current campaign trends by giving
an assessment on the role money and organization played. She also
spoke on the decreasing influence of celebrity
factors and the increasing influence of issues. Ong emphasized
the need to craft a message that is credible and in sync with
the candidate’s nature and image, stressing that there are
limits to advertising.
create a campaign jingle.
Following this discussion were case studies of two successful Philippine
senatorial campaigns presented by their campaign managers. In both
cases, campaign funding
so the crafting of an effective political message was crucial. Examples
of campaign clips underlined the arguments of the speakers. It gave
participants impressions of successful and unsuccessful messages.
Participants also met with Attorney Adel Tamano, spokesperson
of the Genuine Opposition (GO) of the Philippines. He described
the organization’s setup and the strategic decisions involved
in crafting its effective political message. He also talked about
creating a successful media plan. He summarized GO’s as:
know yourself, do your homework, know your message and be cool.
“The workshop was an eye-opener in many respects,”
noted Siegfried Herzog, the Foundation’s resident representative.
“It certainly illustrated that issues are becoming more
important, and that image building without a solid stand
on issues is unlikely to succeed. The workshop also showed participants
that in order to work effectively with modern mass media they
must be able to condense their positions into
catchy sound bites,” he added. “The feedback from
the participants underscored that the workshop was both timely
and valuable. It has definitely strengthened CALD’s role
in helping its members improve their political professionalism.”