Ateneo School of Government holds successful three-batch Training Course on Political Branding and Communications

The Ateneo School of Government (ASoG), through its Executive Education Program (ExecEd), recently organized a comprehensive one-day training course on “Political Branding and Communications.” This event took place over three sessions on 30 August, 6 September, and 13 September 2024, at the Pacifico Ortiz Hall, Ateneo School of Government, Ateneo de Manila University.

A significant portion of the participants in the 30 August and 13 September sessions hailed from Local Government Units (LGUs), including representatives from the LGUs of Alimodian, Iloilo, Iloilo City, Cotabato City, Victorias City, Manila, the LGU and Department of Interior and Local Government (DILG) of Ormoc City, as well as representatives from national government agencies and several private practitioners. The 6 September session was particularly focused, bringing together Media Relations Officers (MROs) from the Senate of the Philippines.

The training was facilitated by Leon G. Flores III, a Professor of Praxis at ASoG and former Chairperson of the National Youth Commission (NYC). With over 20 years of experience in government, market strategy, and business development, Flores provided invaluable insights into effective political branding and communications strategies. His expertise in marketing and brand management offered participants a comprehensive overview of the skills needed to craft persuasive political messaging and manage public perception.

The course provided an overview of key communication principles, explored essential concepts in branding, covered audience analysis and targeting techniques, and concluded with a practical group exercise where participants developed and presented a comprehensive campaign strategy.

The training course has garnered significant commendation from participants. Below are select testimonials that highlight the course's impact:

Lovely A. Almonares, Project Planning And Development Assistant

“All [aspects of the training] are applicable and are significant in my work. It can be used as a basis for my principal in delivering effective public service.”

Shania Reeham M. Omar, Legislative Staff Assistant

“Everything that was discussed in the training is applicable to my work as someone who's working in the media division.”

Ma. Javee A. Algenio, Media Relations Officer

“The workshop would be something I would like to share with my colleagues. It will really be a good exercise for us this coming 2028.”

Vanne Elaine P. Terrazola, Legislative Staff Officer

“All of it. The training was insightful and I’m excited to share it [with] my colleagues and apply in our daily social media posts and projects.”

Jose Lorenzo P. Guitarte, Client Partner

‘[Prof. Leon G. Flores III is] a true practitioner. Good to hear from someone who has gone through the ropes.”

Dr. Philip Arnold P. Tuaño, the Dean of the Ateneo School of Government, delivered the closing remarks. In his message, Dean Tuaño highlighted the importance of Political Branding and Communications in enhancing trust, engagement, and accountability within communities.

The Ateneo School of Government remains dedicated to supporting the development of public service professionals, with a commitment to excellence and a focus on building capable leaders who will contribute to nation-building and effective governance.

For those interested in learning about our diverse range of short courses, please do not hesitate to contact us at execed.asog@ateneo.edu. We look forward to assisting you in your journey towards professional growth and development as we work together towards strengthening our public institutions.