Elections are complex operations given the various moving parts that work together for an election to happen and adjudged effective. The Electoral Management Body, the political parties, the voters, the security agencies, the media operatives and the contestants are all key actors on one hand and on the other hand are election observation, electoral framework, primaries, campaign, accreditation, voter’s register appraisal, scheduling, logistics etc. together make the complex mix of an electioneering process. Running for political office is therefore an operation that must be schemed through all these different constituents to bring about success at the poll. This is effectively done through a well planned and properly implemented electioneering campaign.

In an ever competing political space, an electioneering campaign must be prosecuted deliberately, tactically and purposefully if the candidate is to be sold and bought by the electorates. As with every mission, having a campaign plan that clearly set out the objective and the processes is critical to a successful campaign organization and winning the election. I will share relevant resources as I work you through the integrals of an effective electioneering campaign.

RUNNING ELECTIONEERING CAMPAIGN;

Assemblage of a complete team
It all begins with the quality and character of the campaign team a candidate has in place. In most elections, besides the personality of the candidate themselves, it is the conduct of the campaign team that could very easily tank an election. on the other hand, if the team sucks, it can rob off the image of the candidate which is most likely to cost him victory at the poll.

In assembling a campaign team therefore, the candidate must pay very particular attention to the following aspects and expertise

• MediaA good media team can make even a bad candidate soar in popularity in the polls. One must be deliberate, strategic and particular in putting together the media team for a vibrant electioneering campaign to be possible. Media has become diverse in platforms and must be all harnessed in the team. Traditional media, social and online media platforms can effectively combine to make all the difference a candidate needs to be popular with the electorates. Aside getting the right mix of media experts, it is essential to develop a media strategy that is robust and all encompassing. The plan can keep modifying depending on the emerging challenges in the course of the campaign. For the huge role of social media in marketing and demarketing, an efficient media team must include social media savvy that is squarely responsible for planning and implementing social media campaign for the team. Report by Jennifer Sheahan on how social media has changed the political campaign in 2015 would also be helpful to shape your social media campaign efforts.

 

• Policy and research: This is one unit of the campaign organization that makes for completeness of a candidate on all spheres of leadership. Generally, no candidate has it all but with policy and research experts’ inputs, a candidate is able to relate to all spheres with a tone of conviction. They chat the policy framework and direction for the candidate, undertake basic research on grey policy issues, review policies of previous leadership to establish common grounds. They also constantly review policy direction of opponent candidates to expose weakness in it.  This team is very critical in a campaign as it supplies content for campaign messaging. Seek to hire dogged and versatile professionals in this group to deliver on a wide range of fronts.

 

• Finance Team: As with most democracies, electioneering campaigns are increasingly becoming expensive and having to source for funding almost in the entire lifespan of the campaign. It is therefore very critical to have finance experts to guide fundraising, management of the funds, and effective accountability; the lack of which can very quickly become the undoing of a campaign and its candidate. A lot of fraud can very easily be ascribed to a campaign organization at the slightest show of financial impropriety. This team has a responsibility for not just sourcing for funds, transparency and integrity is at its core as well. Joe Garecht gave more insight on effective fundraising for political campaigns.

 

• Logistics/itinerary: Campaigns are about outreach, outreach and outreach. Message about the candidate’s credence and worthiness must reach the voters; be it through campaign rallies, house-to-house visits, town hall meetings or via social media hangouts. Movements have to be planned in order to maximize space and resources. This unit has the sole responsibility for coordinating all campaign activities relating to rallies, travels, accommodation, debates, town hall meetings as well as fundraising events. The roles played by this unit is so critical hence must be handled by experts. If the itinerary for a campaign is agreed upon right from the beginning, it can very drastically control the cost of the process compared to the spontaneous movements and outreaches.

 

•  Public Relations-PR: Image management during the campaign periods is very important. Tensions get high, opponents become desperate and a lot of stuff that could easily be pardoned gets hyped. It is the PR team that can very well manage some of those hypes and even try to spin some of the narratives that will work to the advantage of the candidate. Without a good PR team, the candidate must be a saint to avoid being easily dragged to the mud without defences. Appearances, attires, choice of words, messaging, political correctness and even the tone of delivery are things that become deliberate in an electioneering campaign, you cannot leave those to chance. A Good PR firm with experience can very well handle this aspects of a campaign. PR lesson reviews of the previous electioneering campaign activities also helps

 

• Expert consultants: Closely linked to policy and research is the use of expert consultants to strengthen the weakest links of the candidate by the campaign organization. No candidate has it all, one could be good in many areas but have no understanding of foreign policy, such weak areas can be improved by a vibrant campaign through the use of expert consultants. They are experts on economy, foreign policy, security, financial analysis, education and agriculture. A candidate that lacks sound background in some of these areas relies on the coaching of expert consultants in order to deliver policy statements in these fields.
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  •Political advisor: Party politics is unique and delicate given the diversity of membership that still has to agree on ideology and major policy hubs. A campaign cannot therefore focus on winning the general public votes without keeping an eye on internal party politics. Beyond election, it is the party’s support in cabinet composition that keeps a united front. It is therefore critical to have a seasoned political advisor who is well connected and experienced in mobilizing endorsements and support within the party for the candidate.
• Volunteers: It is very impracticable to run a national campaign without proper use of volunteers. These are persons who take holiday from work to go and volunteer for campaign organizations to assist with telephone calls, sending of emails, reading feedbacks and making reports,house-to-house and one-on-one campaign, sending text messages, sharing handbills, setting up meeting venues and assisting with logistics as directed. Unfortunately, many developing democracies like Nigeria’s are yet to explore the use of volunteers in campaign. As an upside to volunteer use, they also count as votes for you on election day. They potentially have their friends and family likely to support their candidate. And most importantly, they work for free, no salaries needed, they are basically provided meals and in some instances transportation to and fro.
  Other crucial matters closely linked to campaign organization for realization of the ultimate goal are;
  Be strategic about when and what race to Contest:

 

The other critical thing to consider carefully is when to run for office, and what office to run for. At a time of economic down town. one who feels strong about their ability to handle economic problems of a state or country due to their practical experiences, will make a fine campaign running for governorship or presidential position.
•    Timing: Deciding when to run for office is yet another move that could have significant impact on how effective a campaign can be. In a time of national prosperity, running against an incumbent can be efforts in futility as the electorates will be hard to sway from a tested leader who is doing them well. It is therefore very important to pick a time that has less odds in order to run a better campaign.
•    Slogan: And depending on the office you are running for, couch a key message for the candidate in the election. A campaign must decide on a message that defines what the candidate offers if elected. APC/Buhari came up with “Change”, Trump says “make America great again” Barack Obama had “Yes, we can” Atiku had “Make good things happen”, my personal favourite Goodluck Jonathan’s in 2011 “Breathe of fresh air”. A message that resonates; make for easy sale of the candidate by the campaign organization.

Pick the right political platform.
This speaks directly to political parties and ideological lining. A smart candidate must do a thorough analysis of the mood of the people in the context of the current period they want to run for office. In democracies that political parties exist and operate by hard core ideologies, it is often the one that will best serve the gap in the society at the material time that is favoured. Therefore, anyone considering to run for office must first make the smart choice of what platform to run on. This choice is only needed for new entrants into the political space as political veterans already made the choice long ago and can only stand on their existing platforms. Unfortunately, in younger democracies, cross carpeting and defections from one political platform to another is possible. Meaning even political veterans can choose to defect and run for office on different platforms. In established democracies, defections will make politicians to lose their credibility. The bottom-line here however is that one must decide on what platform to run carefully and deliberately as it could make or mar ones’ chances of being elected.

Adopt a script:
predicated on the campaign slogan, adopt a narrative that is adaptable. If security is the general issue that is affecting every other aspect of the state or country, hinge your narrative around security. For example, a candidate running for governorship of a state that is ravaged by insurgency and crisis, a catchy campaign slogan could be – “Make us Safe again”. The entire election script can then be based on how insecurity has held back the state. Link that up with some of the plans to reverse the situation and make the state safe again.
•    Content:  The content of the script must be fact based and not just vaguely poetic. This is another area that policy and research can come handy in supporting the overall campaign script. Voters will believe more when their problems are discussed in greater details and the ideas on fixing such problems are practical.
•    Messaging strategy: How the campaign content is disseminated is very critical. Some messages have to be targeted and delivered almost as though specific to one potential voter. The length of the message and the medium is yet another strategy that should be professionally handled. Specific mention by name of actual potential voters to demonstrate how a policy can positively affect them is a great way of inspiring believability in policy. There is also the consideration for messaging platforms that have feedback mechanism. This too must be target specific in order for the feedback to not be taken generally. Adverts have also become great messaging strategies such that a viable campaign cannot ignore.

Lookout for opportunities that swell your support base:
Electioneering campaign periods are slippery political times that throw up a lot of issues which must be dealt with very rapidly or they lose their value. The support trends also get to fluctuate intermittently; a good campaign organization should be able to follow the trends and take advantage of opponents’ support down time in order to grow its own base. As simple as a policy stance of a candidate can cause a drop in their followership. Such supporters can be won over to the other camp with the right message.

Campaigns sometimes come under serious controversies causing other candidates to even abandon the race or lose support base. A vibrant campaign organization that is on course must have a strategy for harvesting such political capital off controversies. There are also the special populations that have specific requests they make to all candidates. A savvy campaign organization should be more pro-active in reaching out to such special interest groups.

As a golden rule, electioneering campaign should be issue based and devoid of hate speech, intimidation and violence. Often, campaigns start off well but once attacked, they quickly abandon their focus and degenerate into a bully industry. In electioneering politics, taking jabs and swipes at opponents when they slip up is common place, but to make that the core of a campaign is inappropriate and could diminish one’s political clout in serious democracies. Serious campaigns from all parties in a race has potential for improving citizens’ political participation which in turn reduces the potential for rigging. This is why vibrant campaigns on all sides are encouraged.

Author:  Laz Apir - Politics And Electioneering
•     Source:  Street Fight

More resources for a successful and winning electioneering campaign;
http://www.tenumia.com/run-vibrant-electioneering-campaign/#

 

Editor’s Note: This article is an extension of a previous one titled how to organize an election observation mission. The purpose is to provide further guidance on election observation missions by discussing some of the election observation methodologies used around the world to help new observation groups or existing ones know the sort of options available to them and the key players in each of the respective methodology for ease of technical assistance. 

 

Election observation by its very nature is an effort towards ensuring the credibility of an election. This is done by deploying and watching the processes in order to deter possible fraud as well as ensure compliance with the regulations for conduct of election. The mere presence of accredited observers is capable of achieving transparency of the process. Different groups adopt different election observation methodologies in deploying observers based on their objective for such election.

 

There are several election observation methodologies and approaches that different election observation missions adapt and adopt in every given context. Advances in technology in the 21st century have further refined election observation methodologies. And given the very important place of democratic governance birthed through democratic election in human societies, innovative citizen election observation has definitely come to stay. Whilst every election poses its unique challenge, demanding a matching unique observation approach, knowing the various approaches being deployed around the world helps in the choice of methodology to adapt when and where.

 

Find below some of the election observation methodologies that are currently deployed around the world;

 

#1. Parallel Vote Tabulation (PVT) also Known as Quick Count:

 

This is gold standard election observation methodology that has been around for thirty years. Adopted and adapted around the world with various branding such as Quick Count, swift count or rapid count, it all falls within the purview of systematic election observation. PVT or Quick Count is an election observation methodology that heavily uses information communication technology – ICT and science of statistics in deployment of observers.

 

The observers are deployed to pre-assigned polling stations after a random representative sample of the polling stations is drawn by a trained statistician. The observers are equipped with a checklist that cover all aspects of the Election Day process including official results at polling station levels. The checklist is what guide their observation and using their mobile telephones, the observers either call-in or text their observation reports routinely throughout the course of the election Day. The sent reports are bridged into sophisticated database that rapidly processes huge amount of data in real time.

 

This election observation methodology is mostly suitable in democracies that have history of flawed election often resulting into violence and are trailed by loads of litigations. And because this methodology is driven by data, it offers a perfect credible option to violence and can serve as good evidence in a litigation. With the use of ICTs, Quick Counts has the unique advantage of providing overall update on the entire election in real time on an election day. This has the ability to shape the right perceptions in the citizenry about the election.

 

Going down the history lane, PVT was first deployed by citizen groups in the Philippines in 1986, it has gained popularity and has been adopted in many countries around the world.  It is about the most sophisticated, complex and technical election observation methodology as it upholds precision above and beyond. That is why expertise of Quick Count has remained limited with a select number of organizations like National Democratic Institute (NDI) in the USA, Transition Monitoring Group (TMG) in Nigeria, Centre for Democratic Development (CDD) in Ghana, Election Observation Group (ELOG) in Kenya amongst others.

 

Quick Count is hinged on use of Statistics, ICTs and thorough training and retraining for the many observer volunteers. Though expensive to deploy, it is about the only election observation methodology that provides independent verification of the official results announced by the Election Management Body-EMB. It also parallels the EMB in documentation of elections which can serve various purposes ranging from academic research to civic interventions based on empirical evidence. This election observation methodology is strictly an Election Day methodology and uses the stationary observer model with few roving supervisory observers. Quick Counts can also be adapted to observing referendums and other similar undertakings. See the PVT observation findings report for Nigeria 2011 general election.

 

#2. Hotspot Deployment or flash points observation

 

This is the election observation methodology that focuses on deploying observers to areas that are volatile in the leadup to the election or have a history of election violence. The objective is always to deter further outbreak of violence with presence of observers who are also on the lookout for the causes of the violence. The clue is that once under watch, human beings are likely to tame their excesses. Though the hotspot observers are deployed to observe the entire election process, their primary focus is to watch for violent outbreak indicators and report same immediately to enable authorities contain the situation.

 

This methodology has an inherent risk in that it places observers in potential violent zones. The plan is to not bring them to harm’s way but to leverage their presence in creating early warning systems that ensure such violence does not breakout and where unavoidable, have less casualties. Such observers are trained on safety drills and precautionary measure in addition to violent indicators monitoring and election processes.

 

Given the very dicey nature of this observation, it employs information communication technology for rapid and real time communication. Basically, the decision on where to deploy observers under this methodology is based on electoral history of the country, state or county as it relates to electoral security from previous elections. This methodology works both for election day as well as pre-election long term observation. For election day, it employs stationary observer model while in the pre-election period it is a roving observer model. Any group deploying with this methodology has to build very structured engagement with the security agencies. Here’s a very useful guide on monitoring and mitigation of electoral violence by National Democratic Institute for organizations looking to organize hotspot observation deployment.

 

#3. Traditional or general observation:

 

This is about the most known and probably the most used of all election observation methodologies. The core of this methodology is in deploying vast number of observers to create massive presence in as many polling stations as possible. Traditionally, it used to be just about the visibility of the observers around polling stations to deter saboteurs from rigging or manipulating the elections. This has changed for some observer groups as the methodology is now also leveraging ICTs; especially Social media to increase its impact around election reporting as well.

 

This methodology does not apply systematic deployment in managing observers neither does it build sophisticated reporting protocols on election day. Due to the large number of observers some missions deploy, it becomes also less likely to train and retrain the observers. Most missions hold observer briefings which basically tend to explain how the checklist can be completed on election day. Under this approach, observers are deployed to polling stations that are most convenient to them.

 

The deploying group only gets them accredited, holds observer briefing, equips them with a checklist and probably gives them a stipend at the end of the observation after they return the completed checklist. Though such data is anecdotal and may not offer an overall picture, it certainly has its impact in terms of shaping perceptions and giving citizens the opportunity to participate. CDD is a key player in this respect.

 

#4. Exit poll

 

This observation methodology is closely linked to opinion poll except that its conducted at polling stations and with participants being those who have cast a ballot. Mostly used in elections that are seemingly a close call, exit poll is the rarest observation methodology citizens deploy. The core of the methodology is to establish voter motivation for voting the way they do. Observers under this methodology station at one polling unit and depending on the sampling ratio; asks the picked voters after they cast their ballot who they voted and why they voted for the party or candidate.

 

This is also a very technical methodology that requires a lot of expertise in managing. Though it does not document votes share at the polling station level, the majority opinion in favour of a candidate or party usually bear a likelihood of such candidate emerging winner in that election. Exit polls do not concern itself with routine updates in the cause of the election day but do ensures adequate documentation of all respondents and responses either on paper or with dedicated electronic interphase. At the earliest possible time after close of polls, an exit poll can share its findings.

 

Being a technical methodology, training and sophisticated data analysis applications are essential. And exit poll is strictly an election day methodology as it only seeks to know the voters motive after balloting. See an account of 2015 UK Exit Poll Election.

 

#5. Targeted observation

 

As an emerging election observation methodology, it extensively borrows from Hotspot election observation methodology, but with focus on special populations or groups. With the increasing agitation for inclusive democracies, many populations that hitherto were not sufficiently catered for. Currently, four groups are covered in targeted observations:

 

• Women participation: With the increasing push for more women inclusion in leadership as well as gender mainstreaming in all spheres of human endeavour, women participation in election has become a key target. Observers group with special focus on women participation deploy observers with checklists that principally tracks how many women were polling officials, party agents, voters and candidates. The objective is to ascertain the level of women participation and to follow up with more advocacy. Organizations like the Women Trust Fund are leading the charge in encouraging more women participation.
• Youth participation: Another population that is increasingly getting all the attention in terms of participation in election is the youth constituency. Election observation deployment around this population as groups like YIAGA are undertaking with the youth observatory initiative is quite handy here. Observation for this group seeks to establish how many poll officials are youth, how many observers are youth and how many party agents and candidates are of the youth constituency. Again, the goal is to establish evidence for more advocacy.
• Security observation: This is yet another constituency that is getting specialized election observation attention especially around Africa given the unique security challenges at elections. Under this targeted observation, observers are deployed to specifically lookout for the conduct of the security personnel deployed as well as their performance. The idea was born of the fact that some overzealous security officers were beginning to abuse their duties, act partisan or under perform their duties. Groups like Cleen Foundation are doing so much around this kind of election observation.
• Persons with disability-PWDs: As a population that is short changed in more than one way, targeted election observation is beginning to focus on PWDs in order to principally lookout how polling units and voting processes are made accessible for this constituency. Advocacy is to see more PWDs run for office as well as function in all aspects of the electoral process. Observation here monitors all these and base further advocacies on gaps observed. Joint National Association of Persons with Disability is one of such group in Nigeria that is doing so much in this regard.

 

All election observation methodologies aim to ensure credibility of the electoral process. Though they vary in size and methods, the deployed accredited observers function on behalf of the citizens as such must be seen and perceived to be non-partisan for their reports to be accepted. Before you decide on which of the election observation methodologies your observation mission will adapt, it is very important to first define and establish what it is you want to achieve with the deployment.

 

The objective of the observation is very instrumental in the determination of which of the election observation methodologies is appropriate. Find OSCE Election Observation Handbook for more guides on election observation. Finally, knowledge of the legal framework and other national laws guiding the conduct of election in any given country is very important. Though general election observers code of conduct exists, every country still has her legal framework which also influence election observation missions. This can be in the area of observers’ accreditation, kits, checklist or movement on election day.