A leader that will build our future now
Tomorrow, Feb. 9, is the start of the official campaign period for the May 10 national election. And looking at the pervasive use of political communication — mainly in broadcast — the issue of porma (style) over nilalaman (substance) has never been more pronounced. Substance is important, but style, in most cases, is what sells. The sisig on the lunch table may look and smell delicious, but its sizzle is what attracts.
The political advocacy ads that proliferate are all indicative that image and image-making in election campaigns matter a lot. In the political milieu, imaging plays an exceptional role. The ads of Noynoy Aquino, Hindi ka Nag-iisa, create a bandwagon effect. Manny Villar is Sipag at Tiyaga, championing entrepreneurship where success can be had through industry and determination. Joseph Estrada remains Tapat sa Mahirap, a constituency he has been attached to all his political life. Gibo Teodoro represents Galing at Talino, latching onto his formidable academic and professional credentials, which make things possible to achieve. Dick Gordon prides himself on being able to help every time there is a need and captures the thought in Laging Gising Para Sa Bayan. Eddie Villanueva’s Tungo sa Bagong Pilipinas pictures himself as an upright and forthright leader who will lead this country to change.
Mar Roxas continues to be Mr. Palengke, Loren Legarda believes in the greatness of the Filipino in Naniniwala sa Galing ng Pilipino, Jojo Binay talks of his accomplishments in Makati and hopes to bring his enviable feat to national consciousness in Gaganda ang Buhay kay Binay, and Bayani Fernando labels himself Mr. Political Will. Early senatorial wannabes use varying platforms — Ang Manong ng Senado (Juan Ponce Enrile), Kailangan ng Laban (Riza Hontiveros) and Asikasong Bongbong (Bongbong Marcos), among others.
Projecting a “votable” public persona has always been important in elections, and in present-day electoral campaigns it means having a spotless image and an irrefutable reputation. A political aspirant lives in an era where image is of critical importance. It covers how he looks (young, good-looking, athletic, respectable or fatherly), how he is seen (a veteran or a neophyte, an accomplished leader or a promising one) and can be positioned by appending a title to the name (Manong, Brother or Tito).
A media-savvy and survey-sensitive candidate is more watchful of what a carefully planned image strategy can bring. It can make an unknown name famous (a city legislator taking a shot at the highest office in the land, like Councilor De Los Angeles), it builds character (Bebot Bello’s “Justiceman”), and it creates public perceptions that bring higher awareness and larger audience share. A high-profile candidate can be seen as somebody with all bark and no bite, where style takes precedence over substance, while a not-so-noisy contender may connect emotionally and be classified as an underdog who can’t be dismissed readily.
If he has the propensity to deliberately take care of a good image, he can be suspect or at the very least labeled “not deserving of the public’s trust.” But image communication can be looked at differently. A good image is the reflection of a good political product. He can maintain that goodness only if he puts together an integrated plan of action that will continually protect his equities, reverse negative associations, and develop new stories that connect.
Image-making is anchored on three principles. The first principle is largely dependent on how he manages perceptions. He creates it if there is none. Positive elements are maintained and the negative components are drowned. People’s perceptions are based on what they are aware of — or what they think they are aware of. Thus, it is critical to determine public insights, and from a deeper understanding of the profile of his targeted electorates, a strategic communications plan can be developed and executed with continuity and consistency. He can evaluate, tweak, calibrate or change the plan, but only for acceptable reasons.
The second principle rests on his effective use of the imaging tools in his communications arsenal. The challenge is how he harnesses the channels of awareness, efficiently utilizes the identified touch points, evaluates the synchronized approach, and executes the defined key messages. Reaching his targets and making his presence felt takes time, money, and a clear roadmap that conveys simplicity, imagery, repetition and sentiment.
Simplicity requires crafting key messages that resonate, while imagery needs clear, descriptive visuals or images that evoke emotions and provoke actions. Repetition necessitates the propagation of unique selling propositions toward collective consciousness, and sentiment calls for emotion-driven messaging that pulls in a desired response — empathy, sympathy or support. A successful interplay of these fundamentals supports the truism that “to win every campaign, decide what he wants to say, decide how he will say it, and aggressively say it.”
Image communications must aim to deliver a feel-good quality that triggers emotions. That’s the third principle. He may work on any or a combination of these emotions to make the appropriate linkage — approachability, trust, empowerment, familiarity, identification, curiosity, warmth, pride or relevance. It will likewise be helpful to recognize his intended poignancy transmitted through a smile, a hug, a handshake, a warm feeling as he kisses a baby or embraces an elderly person. Getting a critical mass of people to shade his name in the ballot is difficult, but when “buyability” or “winnability” factors are carefully put in place, it becomes easier.
If he vividly characterizes who he is, he will help others see, feel and act on his candidacy with great interest. If he can dream the public’s dream he can get the public’s support. He becomes an opportunity who goes beyond charisma. He makes promises and he makes his promises happen.
He has an optimistic attitude and engages in actions that inspire, make people happy and achieve more. He looks at people’s positive intent, especially when they appear to have none. He brings out the better side of people he deals with so they instinctively see his own value. He spirals up into cooperation and camaraderie rather than down into conflict and enmity. And third, he evokes the golden rule that can make dissimilarities — personal or professional — among his constituents a mutual benefit, rather than a cause for divergence.
He is an unforgettable “face” to the constituency he leads and his followers are far more intrigued, cajoled, pushed or challenged by the questions he asks rather than the answers he gives. He is the glue that bonds people together. He sees the much bigger picture to create a bigger pie. He sees the forest as well as the tree. He brings expertise to the table, cultivates unlikely allies, forges smart partnerships to generate extra value and visibility, and triggers tipping points. He looks at and answers strategic questions. He hones his strengths, prioritizes his time and characterizes his party’s value to its publics. A good brand persona creates opportunities for political candidates. From this parallel, he can only hope that he will be able to demonstrate his power to be opportunity-maker.
The Philippine presidential election process is in full swing, and once again he will be part of the battle of political brands. He is expected to spend big bucks to buy advertising time and space to get himself preferred. The future of the Philippines is now. We are all called to act now, not tomorrow nor some remote time when we feel we are better prepared to govern and contribute to our country. We have the power to redirect our lives for the better. We cannot be ignored.
At this part of our history, choosing the president is once again in our hands. Hopefully the chosen one is an opportunity-maker who will drive the reforms our country needs. Somebody with a clear vision that will create the future the Filipinos deserve. Somebody who will take action today to shape the tomorrow we desire. Let’s train our sights beyond the façade and determine his inner and deeper qualities with more vigor. Remember that presentation style and a glib tongue can mesmerize, but as has been said earlier, let’s also dig for substance. The sizzle of sisig invites, but the real essence is in the sisig itself.
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E-mail bongosorio@yahoo.com or bong_osorio@abs-cbn.com for comments, questions and suggestions. Thank you for communicating.
