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Obamas communication strategy

Juan Manuel Martin del Campo
Juan Manuel Martin del Campo

Dise単o e implementaci坦n de una estrategia comunicacional integral, para lograr la reelecci坦n de Barack Obama en los pr坦ximos comicios de noviembre de 2012. Nuestro principal aporte ser叩 una mirada cr鱈tica y amplia del escenario pol鱈tico y la actual administraci坦n de Gobierno. Esto permitir叩 entregar un plan realista y ambicioso, capaz de detectar y hacerse cargo de la coyuntura social, junto a las principales inquietudes y aspiraciones de los votantes. (Proyecto de fin de M叩ster)

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Improving President s Obamas re- election campaign Communication Strategy by Bernarda Ortiz, Alejandra Sep炭lveda, Aicha Diouf, Alejandro Moledo 2 0 1 2 y Juan Manuel Mart鱈n del Campo.
Executive Summary Obama s Financial approval crisis vs. 2008 Primary Campaign elections promises 2 0 1 2
Strategic are unfamiliar with what have been the main accomplishments of the Obama Interest Administration. have the impression that the president has failed to keep the promises made during his 1. The citizens campaign. Has taken advantage of this space to install an 1. The Republican oppositional discourse Party is poor communication management and an inability to articulate successful reforms. 1. The problem are to regain voter trust to ensure an electoral base that can win the November election. 1. The President s are to refocus its strategic communication in order to capitalize on the progress of his challenges first term and to address the central issues facing the public today. 2 0 1 2
Background Shifts in Public Opinion 48 % approval 58 % wrong track of the country Topics of Interest Economy Unemployment Healthcare Debt 2 0 1 2
Main Promises and Reforms Climate Change Health Care Reform Immigration Reform Guant叩namo Withdrawal of Troops from Iraq Afghanistan War Bin Laden Economic Context Unemployment Taxes Hydrocarbon Energy Reform Mortgages Debt & Deficit 2 0 1 2
2 0 1 2
Course of action Pros: - Obamas still leading the polls compared to his opponents A (Republican Party) - Possible Erosion of the Republican Party. Cons: - More media coverage to the Republican primaries. - Many external factors out of control Keep current course of Action 2 0 1 2
Course of action Pros : Government takes advantage of all negative information coming from the internal struggle among B Republican candidates. Super PACs will have a lead in this campaign, not the President. Cons: - Dangerous Initiative/risks of Backfire. - The GOP reunites and becomes Terror campaign stronger due to the negative against Republicans campaign from the government. 2 0 1 2
Communication campaign: Course of action Faces and voices of ordinary citizens who act as ambassadors. Ambassadors: 'active voices' present C in every public electoral activity. Focus:1) economy in general, 2)unemployment and 3)healthcare. Message: simple, emotional, authentic, relevant, clear, and consistent. Faces and Voices of Change (recommended) 2 0 1 2
Course of action Cons: Campaign may be accused of manipulating the stories. Ambassadors can fail by being considered just partisan parties by the public. Essential to fully investigate the ambassadors. 2 0 1 2
Master in Political and Corporative Communication 2 0 1 2 University of Navarra & The George Washington

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Obamas communication strategy

  • 1. Improving President s Obamas re- election campaign Communication Strategy by Bernarda Ortiz, Alejandra Sep炭lveda, Aicha Diouf, Alejandro Moledo 2 0 1 2 y Juan Manuel Mart鱈n del Campo.
  • 2. Executive Summary Obama s Financial approval crisis vs. 2008 Primary Campaign elections promises 2 0 1 2
  • 3. Strategic are unfamiliar with what have been the main accomplishments of the Obama Interest Administration. have the impression that the president has failed to keep the promises made during his 1. The citizens campaign. Has taken advantage of this space to install an 1. The Republican oppositional discourse Party is poor communication management and an inability to articulate successful reforms. 1. The problem are to regain voter trust to ensure an electoral base that can win the November election. 1. The President s are to refocus its strategic communication in order to capitalize on the progress of his challenges first term and to address the central issues facing the public today. 2 0 1 2
  • 4. Background Shifts in Public Opinion 48 % approval 58 % wrong track of the country Topics of Interest Economy Unemployment Healthcare Debt 2 0 1 2
  • 5. Main Promises and Reforms Climate Change Health Care Reform Immigration Reform Guant叩namo Withdrawal of Troops from Iraq Afghanistan War Bin Laden Economic Context Unemployment Taxes Hydrocarbon Energy Reform Mortgages Debt & Deficit 2 0 1 2
  • 6. 2 0 1 2
  • 7. Course of action Pros: - Obamas still leading the polls compared to his opponents A (Republican Party) - Possible Erosion of the Republican Party. Cons: - More media coverage to the Republican primaries. - Many external factors out of control Keep current course of Action 2 0 1 2
  • 8. Course of action Pros : Government takes advantage of all negative information coming from the internal struggle among B Republican candidates. Super PACs will have a lead in this campaign, not the President. Cons: - Dangerous Initiative/risks of Backfire. - The GOP reunites and becomes Terror campaign stronger due to the negative against Republicans campaign from the government. 2 0 1 2
  • 9. Communication campaign: Course of action Faces and voices of ordinary citizens who act as ambassadors. Ambassadors: 'active voices' present C in every public electoral activity. Focus:1) economy in general, 2)unemployment and 3)healthcare. Message: simple, emotional, authentic, relevant, clear, and consistent. Faces and Voices of Change (recommended) 2 0 1 2
  • 10. Course of action Cons: Campaign may be accused of manipulating the stories. Ambassadors can fail by being considered just partisan parties by the public. Essential to fully investigate the ambassadors. 2 0 1 2
  • 11. Master in Political and Corporative Communication 2 0 1 2 University of Navarra & The George Washington

Editor's Notes

  • #10: Colocar comillas: ambassadors. In every public electoral activity. Communicatory no existe como palabra en ingl辿s (lamentablemente) Focus: 1. economy in general