By Fr Keith Amodia SDB

EAO 15 February 2025 -- Communicators from the East Asia-Oceania region gathered for the second session of the Online School of Formation of the Social Communications Sector. Miss Lesley Caminade-Vestil, a communications assistant to the Office of the City Mayor of Talisay City, Cebu, delivered a talk on "Brand Management in the Age of Social Media: Real Experiences from a Political Perspective."

Miss Vestil shared three key points with the communicators: brand promotion, day-to-day communication, and crisis communication. She drew on her experience managing the political brand of the incumbent Mayor, Gerald Anthony V. Gullas Jr.

Speaking on her role in handling the mayor’s social media pages, she emphasized the importance of branding and having a dedicated social media team to moderate and engage with audiences effectively. Reflecting on recent political controversies in the Philippines, she highlighted the need for open communication within the team, a strong alignment with the brand, and a conscientious yet timely approach to public messaging.

She acknowledged that managing a political figure's public image can be daunting. This makes it crucial for brands to connect with and empathize with the public. One effective way to achieve this is to stay attuned to trends and popular culture to resonate emotionally with the audience. She advised social media handlers to conduct audience surveys, analyze user profiles engaging with the brand, and remain vigilant against online trolls.

Communication in politics is certainly different from what Salesian communicators are accustomed to in schools and youth ministry. However, valuable lessons can be drawn from the experiences of those managing the public image of political and public figures.

The online formation was also attended by young people involved in managing the social media pages of youth centers. Now in its third year, the online School of Formation continues to equip Salesian communicators with the skills to better communicate God’s love to the young, with more sessions to come.

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