Diseño e implementación de una estrategia comunicacional integral, para lograr la reelección de Barack Obama en los próximos comicios de noviembre de 2012. Nuestro principal aporte será una mirada crítica y amplia del escenario político y la actual administración de Gobierno. Esto permitirá entregar un plan realista y ambicioso, capaz de detectar y hacerse cargo de la coyuntura social, junto a las principales inquietudes y aspiraciones de los votantes. (Proyecto de fin de Máster)

1. Improving President s Obama’s re-
election campaign
Communication Strategy
by Bernarda Ortiz, Alejandra Sepúlveda, Aicha Diouf, Alejandro Moledo 2 0 1 2
y Juan Manuel Martín del Campo.

2. Executive
Summary
Obama s
Financial
approval
crisis
vs. 2008
Primary Campaign
elections promises
2 0 1 2

3. Strategic • … are unfamiliar with what have been the
main accomplishments of the Obama
Interest Administration.
• …have the impression that the president has
failed to keep the promises made during his
1. The citizens campaign.
• Has taken advantage of this space to install an
1. The Republican oppositional discourse
Party
• … is poor communication management and an
inability to articulate successful reforms.
1. The problem
• …are to regain voter trust to ensure an
electoral base that can win the November
election.
1. The President s • …are to refocus its strategic communication
in order to capitalize on the progress of his
challenges first term and to address the central issues
facing the public today.
2 0 1 2

4. Background
Shifts in Public Opinion
48 % approval
58 % wrong track of
the country
Topics of Interest
Economy
Unemployment
Healthcare
Debt
2 0 1 2

5. Main Promises and Reforms
• Climate Change
• Health Care Reform
• Immigration Reform
• Guantánamo
• Withdrawal of Troops from Iraq
• Afghanistan War – Bin Laden
Economic Context
Unemployment
Taxes
Hydrocarbon – Energy Reform
Mortgages
Debt & Deficit
2 0 1 2

6. 2 0 1 2

7. Course of action
• Pros:
- Obama’s still leading the polls
compared to his opponents
A
(Republican Party)
- Possible Erosion of the Republican
Party.
• Cons:
- More media coverage to the
Republican primaries.
- Many external factors out of control
Keep current
course of Action
2 0 1 2

8. Course of action
• Pros :
• Government takes advantage of all
negative information coming from
the internal struggle among
B
Republican candidates.
• “Super PACs” will have a lead in this
campaign, not the President.
• Cons:
- Dangerous Initiative/risks of
Backfire.
- The GOP reunites and becomes
“Terror campaign” stronger due to the negative
against Republicans campaign from the government.
2 0 1 2

9. Communication campaign:
Course of action
• “Faces and voices” of ordinary citizens
who act as ambassadors.
• “Ambassadors”: 'active voices' present
C in every public electoral activity.
• Focus:1) economy in general,
2)unemployment and 3)healthcare.
• Message: simple, emotional, authentic,
relevant, clear, and consistent.
Faces and Voices of
Change (recommended)
2 0 1 2

10. Course of action
• Cons:
• Campaign may be accused of
manipulating the stories.
• “Ambassadors” can fail by being
considered just partisan parties by the
public.
• Essential to fully investigate the
ambassadors.
2 0 1 2

11. Master in Political and Corporative Communication 2 0 1 2
University of Navarra & The George Washington