CALD Communications Officer Attends IAF Seminar on Political Communication

These were the words of Nick Clelland, one of the facilitators of the International Academy for Leadership (IAF), which became the guiding principle for the seminar entitled “Political Communication: How to Shape Narratives and Amplify Impact”, held from December 8 to December 15, 2024, in Gummersbach, Germany. This seminar brought together participants from over 20 countries, including CALD Communications Officer Julienne Janolo-Faustino.

The seminar offered a platform for political communicators and leaders to exchange ideas and enhance their skills in political and strategic communication. Participants engaged with modern, dialogue-oriented methods, emphasizing practical applications in communication and media within a political context.

IAF Facilitator Wulf Pabst opened the seminar with the topic on Strategy and Strategic Thinking. He emphasized the importance of integrating strategy with communication, explaining that strategic thinkers must connect the past, present, and future to bridge the gap between today’s reality and future aspirations. According to Pabst, it is also intelligently opportunistic. “The dilemma involved in using a well-articulated strategy to channel organizational efforts effectively and efficiently must always be balanced against the risks of losing sight of alternative strategies better suited to a changing environment.”

The seminar also invited external experts who provided diverse perspectives on political communication. Jan-Maik Schlifter, a campaign expert and trainer from the Friedrich Naumann Foundation (FNF), shared insights into Germany’s political landscape, focusing on the campaign strategies of the Free Democratic Party (FDP). His session covered campaign trends, issue framing, and preparations for upcoming elections. Medeni Sungur, a content creator and short-form video expert, discussed the evolution of online communications—from blog posts to short-form videos. He guided participants on a session “Thinking like an Influencer,” where the participants created their own TikTok-style videos.

The seminar’s practical approach included group activities such as designing political communication models, developing brand strategies, and launching mock campaigns. Participants also experienced a simulated press interview with a journalist that tested their media readiness under pressure.

Clelland’s session on brand strategy emphasized the emotional aspect of branding. According to him, a brand strategy is the “feeling” that you or your organization would like to convey to the people. He explained that formulating a brand strategy involves understanding the organization’s ambitions, core values, benefits, promises, and universal human archetypes. Clelland urged participants to “tell it fast, tell it yourself, tell it all,” emphasizing the importance of timely and transparent communication.

Another key discussion was the challenges of accessing traditional media in the digital era, especially when in the opposition. Although many people believe that social media is the key to winning campaigns, the facilitators challenged this notion, asserting that traditional media still plays a crucial role. Clelland and Pabst stressed the ongoing relevance of traditional media and advised participants to focus on producing high quality, relevant content. “Don’t skip it. Manage it professionally,” they urged, encouraging attendees to integrate both traditional and alternative media into their communication strategies.

Reflecting on her participation, Julienne Janolo-Faustino said that, “These practical trainings in media skills, branding and political communication are crucial for advancing CALD’s mission of promoting democracy and freedom across Asia. Attending this seminar has empowered me to develop more impactful strategies, ultimately helping our member parties in their efforts to regain democracy.” She also expressed her heartfelt gratitude to CALD, FNF, and IAF for the opportunity. “After six years with CALD, I’m more inspired than ever to contribute more to our organization through the lessons and skills I have learned in the seminar. Thank you for investing in me and believing in our shared mission.”