Maktabat MEPI Library
Training Resources for Civil Society in the Middle East and North Africa

This presentation focuses on how candidates and parties should plan their message before undertaking an initiative or campaign. The Issue Matrix tool highlights four areas: how we define ourselves, how opponents define us, how opponents define themselves and how we define our opponents. Examples are provided.

This presentation describes elements of a successful communications strategy, including themes, sub-messages and selecting the medium. It includes the Issue Matrix Tool for planning messages and gives examples and a group exercise.

This presentation provides brief guidance on how to "define" a candidate's image in the media and how to craft a media message. It includes an exercise.

The presentation describes defining success in a political context, understanding types of political brands, developing a tool kit of political brand techniques and creating a political brand using public opinion polling.