CALD Holds Communications Workshop in Manila

The Council of Asian Liberals and Democrats (CALD) recently held a communications workshop in Metro Manila, Philippines. The workshop, with the theme, “Political Communication, Elections and Governance”, took place on 13-16 March 2015 and was attended by around 30 participants from Cambodia, Hong Kong, Indonesia, Kyrgyzstan, Malaysia, Mongolia, Myanmar, Philippines, Singapore and Thailand. The event served as a venue for the participants to share experiences and best practices in political communication, especially as a number of CALD member-parties are contesting elections this year and in 2016.

On 13 March, the participants went to the National Headquarters of the Liberal Party (LP) of the Philippines for the seminar “New Strategies in Party Management, Communication and Fundraising”. Organized by the Friedrich Naumann Foundation (FNF) for Freedom Philippine Office, the event was highlighted by the presentation of Mr. Jonathan Moakes, Special Advisor and former Chief Executive Officer of the Democratic Alliance (DA), South Africa’s largest opposition party. “Be grounded in reality and take into account last election’s results and current market research”, Moakes said to around 100 seminar participants, most of which are LP officials and members. The day ended with a dinner hosted by FNF Philippines.

The Blue Leaf Filipinas in Paranaque City served as the venue of the workshop on 14-15 March. The district representative of the city, Congressman Eric Olivarez, officially welcomed the participants to the Philippines and extended the greetings on behalf of the LP. The CALD chair-party was represented by Mr. Gan-Ochir Zunduisuren, Head of Foreign Relations of Civil Will Green Party of Mongolia, while Mr. Jules Maaten spoke on behalf of FNF Philippines. In his speech, Mr. Maaten drew attention to the importance of political communication in ensuring that those who perform well while in government win re-elections. He asked, “When are you a good politician? Are you because you win elections, or because you are good in governance?”

Joseph Emilio “Jun” Abaya, LP Acting President and Executive Vice President, and Philippine Secretary (Minister) of Transportation and Communication delivered the keynote address, where he related how the Aquino administration’s messages – kung walang kurap, walang mahirap (without corruption, there won’t be poverty) and daang matuwid (the straight path) – resonated so powerfully with the Filipinos. While the government, together with the LP, has made significant strides to translate these messages into reality, Secretary Abaya noted that there are still many obstacles to political reform. He said, “The challenge for us now in the Liberal Party insofar as political communication is concerned, is developing what traditionally is a personality-based political culture, to one that is principle-based…I am referring to shift towards an electorate which selects their leaders based on their ideals, principles, and platforms.”

Day 1 featured presentations of the participants of their respective political, electoral and political party contexts, as well as of the issues and problems they faced in political communication. Resource persons on the elements and importance of political communication were also invited, namely: Prof. Victor Andres “Dindo” Manhit, CEO and Managing Director of Stratbase Advisory and Research Consultancy Group, Philippines; and Sec. J.R. Nereus “Neric” Acosta, former CALD Secretary General and incumbent Presidential Adviser for Environmental Protection, Office of the President of the Philippines.

On Day 2, two resource persons from the executive and legislative branches of Philippine government made presentations on the elements of and best practices in political communication action plan: Mr. Jan Mikael “Kael” DL Co, Assistant Secretary for Presidential Communications Development and Strategic Planning (PCDSP) Office of the President of the Philippines; and Mr. Samuel “Sammy” Santos, Head of Office, Print Media Service Public Relations and Information Bureau (PRIB) of the Senate of the Philippines. The rest of the day was spent by the participants in formulating and polishing their political communication action plan, which they intend to present to their respective political parties upon their return. In the evening, LP hosted an Italian dinner at Prego Ristorante and Bar in the City of Dreams, Manila.

In his closing remarks, workshop facilitator Moakes said, “The winning of votes (and electoral growth) is founded on a defined value proposition (brand), good strategy, comprehensive market research and the delivery of the right message in volume, over time to the electorate. The only way to do this is to put in place an effective, professional political organization that focuses on vote winning as its core mandate.”