The way that a politician is viewed in the public eye is integral to the success of their career. In an Ipsos Mori survey in 2018, politicians were ranked the second least trusted profession in the UK. There is clearly a lot of work for each and every politician to do to disprove this impression. The weeks and months building up to an election are the most crucial in a politician’s career. This is the time for them to channel of all their efforts into excellent branding and flawless marketing. There are many ways for them to achieve this, some resulting in more positive public attention than others.
Let’s take a look at the marketing success stories and consider all the ways in which politicians utilise the media to propel them towards parliamentary success.
The first ever televised election debate was held in 2010, this would set a new precedent and change the nature of media and politics forever. The build up to this monumental event arguably proved more interesting than the debate itself — the tech of the time didn’t quite live up to expectations, with dim lighting and subpar audio leaving viewers underwhelmed.
Despite its shortcomings, it marked an important change. It was a great example of how politicians could market themselves beyond the realms of the house of commons, allowing people to better engage with politics from the comfort of their sofas. The takeaway message from this debate was for politicians to present themselves calmly and collectedly. The general public now had access to more three-dimensional politicians, and their mind could be made up in a blink of an eye. Lose composure during a television debate, and you risk losing the entire election.
Social media promotion
Time after time, politicians have accused the mainstream media of bias. However, there are plenty of rules in place to ensure impartiality that broadcast journalists must abide by. The BBC, for example, works to eradicate any form of bias from its reporting, with an aim the be as impartial as possible. Some politicians still find fault of course. Some commonly raised issues are the potential for gaps in reporting, and journalists failing to report the ‘full story’. But having to condense their findings into a strict time segment is inevitably going to lead to this.
One way in which politicians try to offset this potential bias is by taking to social media. Time restrictions aren’t an issue on Facebook and Twitter, and a politician can attempt to reach the public more directly through these platforms. In recent years, there has been a particular trend of using live videos to engage with audiences. The viewership of these videos in unrestricted, and politicians can utilise them to reach voters all over the country. What’s more, social media can reveal more character, making politicians come across as more relatable and accessible. Leaders all over the world have taken to Twitter, for better or worse, to express their views and reach voters directly.
Print marketing and posters
Even in the digital age, some countries rely on political posters to make an impact on its voters. In Northern Ireland for example, posters are one of the main ways that politicians market themselves. A month before each election, political parties use poster printing to design A2 size displays. These posters normally feature the headshot of the politician in question, along with any slogans or pledges the politician promises to make. This method allows parties of all sizes to attract attention and get their message out there. 14 days after the election has taken place, legislation dictates that these posters should be taken down.
In 2019, few of us are strangers to political rallies and protests. Anti-Brexit demonstrations and climate change protests are two recent examples of when voters have taken their view to the streets in order to make a change. These protests aren’t just for dissidents and activists however, many politicians use the momentum of political rallies to forward their campaign. Some politicians utilise music or particularly memorable chants to rile up the people during rallies and get them passionately on their side. Trump’s MAGA (Make America Great Again) rallies are one example of this populist method.
Some political interviews have gone down in history. One-on-one interviews give both politicians and journalists the opportunity to show their fiery personalities and get important points across to the general public. One of the most famous political interviews of all time was the discussion the late-David Frost had with the virtually impeached American President Richard Nixon. The New York Times described this as the “the most-watched political interviews in history”, and it has certainly become a monumental historical event.
Depending on how the interview goes, a moment like this could prove fruitful or a complete failure. But the same goes for all of the above techniques! When it comes to politics, it’s not just getting your name and face out there — it’s making sure your point rings true with your voters. Today’s voters prioritise honesty and transparency more than ever. And considering the political climate of sceptical and untrusting voters, it is more important than ever for a politician to get themselves out there and make sure they present a likeable and confident front to the public.
Where The Trade Buys is one such company who is placing an emphasis on becoming an industry leader within sustainable printing. The commercial print business has significantly invested in becoming an FSC partner, helping talking care of forests and the people who live in them. The company is a specialist in presentation folder printing, with bases in London, Sunderland and Surrey.