The CALD Communication

Workshops

By:Siegfried Herzog

Modernization Objectives

• Parties have developed a clear brand• Parties see political communication

as one of their primary tasks• Parties develop mechansims to

define messages and target groups

Practical objectives

• Parties have developed an understanding of a successful political message

• Parties have developed an understanding of a good media mix

• Parties have developed an understanding of creative message delivery

• Parties are at the cutting edge of using modern information technology

CALD objectives

• CALD has an effective and evolving communication strategy

• CALD practices what it preaches, using modern technology effectively

• CALD becomes a key ressource for communication training for its members

Instruments

• Learning from each other – inside stories and examples from Asian campaigns with regard to

• Messaging: Senate campaigns 2004 and 2007 Philippines

• Branding: Taiwanese elections• Good TV ads: Taiwan, Philippines• Use of new media: Korea, Taiwan, Malaysia,

Philippines

Practical training

• Comparison and analysis of Websites • Basics of blogging• Basics of podcasting and

videocasting• Developing a communication plan

with a mix of instruments

Commonalities

• High-level input• Group work – practical training• Try to cover new ground in each

workshop• CALDs own communication improves

from workshop to workshop

Open issues

• Limited follow-up with parties• Direct impact not easy to measure• Steady work on various aspects or

standard module?