FAN Training: Strategic Political Communication

By Dr. Pimrapaat Dusadeeisariyakul, FNF Malaysia Programme Manager

FAN Malaysia, an alumni network of the Friedrich Naumann Foundation, organised a workshop on Strategic Political Communication in Kuala Lumpur on 13 June 2009.

The training workshop was modeled after a workshop on this subject provided by the FNF’s International Academy for Leadership (IAF) in Germany. However, it was adjusted to suit locals’ needs and shortened to one day instead of a week. The event provided an opportunity for former graduates to IAF seminars to share knowledge and practical work experience with fellow country citizens working in the fields of politics, human rights and related NGO.

Ibrahim Suffian, director of the independent Merdeka Center research firm, and Dr. Zaliha Mustafa, a well-known university lecturer on politics and senior member of the People’s Justice Party, were guest speakers. Dr. Pimrapaat Dusadeeisariyakul, FNF Malaysia Project manager, moderated the workshop.

Dr. Pimrapaat began with presenting an overview of the concept of Strategic Political Communication, including identifying target groups and developing political messages that appeal to them.

Dr. Zaliha, who had attended an IAF seminar on political strategies in 2007, simplified the concept by relating it to her practical experience as a candidate for a parliamentary seat in a Johor constituency in the March 2008 general election. As a candidate, she had to project a unique public image different from that of other candidates and design a plan to get her intended message across to voters, she said.

Mr. Ibrahim spoke on designing a political message, which tells people what your party is about, what your ideals are, what your party believes in and how it will make a difference to people’s lives if elected to power. The message also tells people what your party is going to do and makes clear the difference between your party and other parties. It gives people a rational reason to vote for you. The message should address issues that voters are worried about as well as the party’s and the candidate’s stance on them. Key message must be relevant to voters, based on facts and appeal to them intellectually and emotionally, said Mr. Ibrahim who had attended an IAF seminar on political communication in 2007.

Participants included members of political parties, civil society organisations and staff from a polling agency. Ng Cheah Wearn, the facilitator, said in her evaluation that "the presentation done by all three speakers were really good and caught the interest of the participants. Good examples were presented. Everybody enjoyed and participated actively during the whole process."

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