Political Communication Experts Discuss Electoral Strategies

On 23 April, the Grand Hall of Lusófona University – Porto University Centre hosted the event "What’s Next - Political Communication", an initiative organised by the final-year students of the undergraduate degree in Communication Sciences, within the Strategic Communication strand. The session featured two key figures in political communication in Portugal: Manuel Soares de Oliveira, from the Mosca Publicidade agency, and Luís Paixão Martins, founder of LPM Comunicação.

Manuel Soares de Oliveira began his speech by clearly distinguishing between political marketing and electoral marketing – a difference often overlooked but essential to understanding the operational logic of political parties.

During his speech, he also highlighted that the electoral decision, unlike a traditional purchase, is made collectively and simultaneously, on a single day, in secret, and without direct costs for the voter. This specificity profoundly changes the way political communication is carried out. "In an election, there can only be one winner, which requires a much more competitive and direct strategic positioning," he stated.

The expert reflected on the importance of storytelling in constructing political messages. "People vote for values and identity, not for nationalities," said Manuel Soares de Oliveira. Throughout his presentation, he showcased posters developed for various political parties.

Manuel Soares de Oliveira’s presentation concluded with an open dialogue with the strategic communication students, who took the opportunity to ask questions. This final moment allowed for a deeper exploration of the topics discussed throughout his session, fostering a valuable exchange between the speaker’s experience and the students’ curiosity.

The conclusion of Manuel Soares de Oliveira’s presentation was followed by a talk from consultant Luís Paixão Martins.

During his session, the speaker was challenged by the students with questions prepared by the event’s presenter, in which they explored the impact of campaigns on the public image of candidates.

Luís Paixão Martins detailed how political communication professionals manage the construction of a candidate’s narrative, not only during the electoral period but also in critical moments when a politician’s image may be at risk. Through various practical examples, the consultant demonstrated how, in certain situations, politicians resort to exaggeration or distortion of public perception to increase support and attract votes.

During his intervention, students seized the opportunity to raise several questions, enriching the debate and deepening the topics addressed.

The event proved to be a privileged space for sharing and learning, bringing the academic and professional worlds closer together, and offering students a concrete insight into the behind-the-scenes of contemporary political communication, at a time when the country is preparing for early legislative elections.

See photos of the event on ULusófona's Facebook page

Photography
Sofia Pereira

Editing
Catarina Machado

Coverage
Sofia Pereira and Catarina Machado

Report
Sofia Pereira