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.

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.

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.

The manual provides information on creating an effective campaign message, communicating with voters, volunteers, mobilizing voters and managing the campaign. The training was conducted for four different independent political groups in 2009.

This outline of a three day training includes: how to evaluate a bill in form, how to evaluate a bill in substance, and law as a tool for social change.