So You Want to MP? 5 Things To Remember from A Communications Perspective

By Jose Raymond

It is General Elections season once again in Singapore and the online decibel level is certainly mounting.

We have also been blasted from all corners with information of new candidates, from all parties, from both sides of the House.

And interestingly, a new political party also reached out to me asking for help to be an advisor (or help grow its membership base) for its apparent campaign to mount a challenge at East Coast GRC.

I shall not name the party given that I do not wish to bring unnecessary attention to the individual/s concerned.

For avoidance of any doubt, I rejected the request.

But for the benefit of all aspiring new candidates, and even current MPs, here are five simple tips and tricks to remember given that unlike GE2020, all of you will need to get on stage during the hustings and deliver.

Like a boss, hopefully.

1. THE AUTHENTICITY TEST

• Be uniquely you.
• While you may look up to other political figures (eg LKY, Anwar, Obama, Trump), you are your strongest weapon.
• People need to see you for what you believe in, what you stand for, and how you deliver that message.
• Do not be a hypocrite and pretend to be someone you are not.

2. BE IN CONTROL OF YOUR MESSAGE

• You are not a robot, so be clear about what you are trying to get across clearly.
• Prepare. Prepare. Prepare. Yes, before you get on stage to speak, rehearse. If you need to deliver in front of a mirror prior, do it, so you can fix your delivery flaws before you get on the election stage.
• You are not an answer person. You are a spokesperson, for your party, for your voters.

3. KNOW YOUR VOTER

• There is value in targeted messaging. Know who you are speaking to and who is in the audience.
• Knowing your voter profile at a local level will ensure your messages are reaching their hearts and minds.
• Stop using language of the chicken to get across to ducks. You will miss the target completely.

4. GET THEIR ATTENTION

• The mainstream media is NOT the only way to get your key messages across
• Having an effective social media strategy would be vital for any modern day political campaign
• Stop using old and infantile tactics to get your word out. Time to grow up.

5. EMPATHISE, CONVEY FROM THE HEART

• You are in the political ring. Remove that technocratic hat. Win votes by appealing to their hearts.
• Show that you understand their pain points with solutions which are clearly illustrated which will benefit them.
• How? Be authentic, be in control of your message, know your voter, get their attention and empathise.