The new era of politics: data, communication, moods, and social change

In April 2019, the Externado hosted the Political Marketing International Congress, the most important held to date in Colombia.

Political marketing and election campaigns experts, such as Ismael Crespo, Angel Becassino, and Juan Fernando Giraldo, among others, participated in the event, held April 5-6, 2019, at a pivotal time of the electoral situation in our country.

Communicating assertively from the regions is a challenge all politicians in our country face every day. In October 2019, the first local elections were held after the signing of the Peace Agreement. This historical fact motivated the Finance, Government and International Relations Faculty to develop this Congress, designed to offer participants concrete tools to reach the electoral process in regional elections.

Recognized consultants, well-known national and international political and academic strategists from countries such as Brazil, Spain, Argentina, Mexico, France, and Colombia shared their knowledge and experience in political campaign handling and management, neuromarketing, communication and advertising strategies, and data analysis, among other topics.

Over 300 candidates and advisers from all regions of the country attended the Congress. For two days, attendees listened to the speakers, participated in several workshops, and were able to collect tools to guide or, in some cases, re-guide their campaigns.

In light of the success of the event and taking into account that governing officials and public servants beginning their term in January 2020 will have to understand the communication and marketing logic to validate and project their public policies, the Faculty is preparing a new event in the second half of 2020. The event will center not only on communication and marketing, but will also include topics on public innovation, artificial intelligence, and management of political emotions, from the understanding of the complex relationship among data, citizens’ moods, governments’ capacity, and the need, in our country, for social change in the 21st century.