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El posicionamiento de los partidos políticos en la campaña

Es necesario que los candidatos y los partidos sepan claramente qué espacio quieren ocupar en la mente de los votantes para conseguir diferenciarse del adversario y poner en valor sus fortalezas. Santos Ortega, Director de Asuntos Públicos de MAS Consulting España

Santos Ortega, Director de Asuntos Públicos de MAS Consulting España, firma este artículo para Top Comunicación:

La crisis tan profunda que sufre España determina toda la estrategia de posicionamiento de cada uno de los partidos políticos. Una cosa es el posicionamiento actual que ocupa el PSOE o el PP en la mente de los votantes y otra el posicionamiento deseado, el que resultaría ideal para sus objetivos e intereses electorales. La suma de los mensajes de unos y otros, sus herramientas de comunicación, el tratamiento informativo y los errores que se puedan cometer en campaña, determinará si los grandes partidos se acercan o se alejan de su posicionamiento deseado.

Los socialistas han tratado de distanciarse de un planteamiento nacional de la campaña, buscando evitar así que estas elecciones se conviertan en un plebiscito sobre las políticas del gobierno de Zapatero en un entorno de crisis. Esto lo han resumido en su eslogan “Para que gane tu ciudad”. Los socialistas sintetizan con este mensaje lo que normalmente busca el ciudadano en unos comicios autonómicos y municipales: la solución a los problemas más cercanos.

El problema para el PSOE es que los españoles consideran la crisis y el paro como sus principales problemas, dejando en un segundo plano si le van a arreglar su acera o si la recogida de basuras funciona correctamente. Crisis y paro tienen además un claro contenido económico, lo que pone en valor la principal fortaleza del posicionamiento del Partido Popular: gestión eficaz de la economía y creación de empleo.

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