A CANDIDATE is like an actor. He needs image building to make him attractive to his voters. There are candidates coming from a political clan... and candidates who need a proper introduction. Politics is business. Politicians need good salesmen to promote them as a product.
It is very easy to sell qualified candidates but they have to come out with a taste of quality and attractive package. There are candidates who have honed themselves in the art of politics because their parents are politicians. There are also candidates who reap success because they are properly coached and wrapped up by experts.
A newcomer should come out with a pleasant image... smiling face, good posture, comfortable with a street attire, magnetic voice, bright ideas to support his platform, a natural charm for people (pro-people profile), and an open personality if approached by the voters.
These model candidates should be time conscious, act independently, and should talk like professionals in crisp English, Tagalog, and mother tongue. This natural love for people will be given weight and it will be coupled by their logical and attainable party platform. They should be seen around working in community and church activities.
Our candidates should have propaganda group to build their image in print and social media, radio, television, coffee shops, reunions, homecomings, and even in “radio-puwak” (words of mouth).
Campaign materials should include the legitimate billboards posted in common areas designated by the Comelec. Fliers, "komiks" materials, and sample ballots still attract the voters. In rallies and meetings, candidates need good emcees and resource persons. It cannot be denied that snacks and service vehicles are needed.
Political headquarters should look decent and should have personnel showing good manners in approaching people who go there for whatever reason. The speeches of the candidates should be constructive. Voters hate to listen to speeches that condemn the opponents. Just talk about your platform and the kind of service you want to give your constituents.
Incumbent officials running for reelection are in a better position. They will simply enumerate their achievements and talk better programs and projects if elected again. If they have not performed as expected, that could be dangerous.
“Generosity” has a big role in the election. Usually, more “generous” candidates win. Just the same, the people will always decide,
Old and new politicians are always reminded, “When you go to the political field, you have to fight with demons. Before doing that, confront first your own demons. What you saw should not be interpreted as what you have thought of in what you saw. Good luck candidates!