The Policy Positioning Tool for Political Parties: a Facilitator's Guide
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Eddy Habben Jansen / Jerome Scheltens / Jorge Valladares Molleda / Sam van der Staak Political parties need to take positions on public issues and communicate these positions The Policy Positioning publicly. In this way, voters can see what the parties stand for and choose which party to vote for. Tool for Political Parties: In many emerging democracies, political parties are based around the personality of a A facilitator’s guide leader rather than a long-term identity based on policies. Parties often lack the skills and experience to debate policy positions and mobilize voters around their ideas. For this reason, International IDEA, NIMD and ProDemos have created a Policy Positioning Tool (PPT) for political parties. The tool helps parties develop and promote their individual policy positions through an online voting application. As the level of internet access in emerging democracies increases, online applications can be a very attractive way for political parties to reach voters. This guide describes the technical and real-world steps involved in assisting political parties in developing and using a PPT. It includes a case study on the use of the tool by political parties in Lima, Peru, and is a must-read for practitioners seeking to help political parties become more effective in their internal and external communication. International IDEA NIMD ProDemos Strömsborg Passage 31 Hofweg 1H S-103 34 Stockholm 2511 AB The Hague 2511 AA The Hague Sweden The Netherlands The Netherlands T +46 8 698 37 00 T +31 (0)70 311 54 64 T +31 (0)70 757 02 00 F +46 8 20 24 22 F +31 (0)70 311 54 65 [email protected] [email protected] [email protected] www.prodemos.nl www.idea.int www.nimd.org The Policy Positioning Tool for Political Parties: A Facilitator’s Guide 2 The Policy Positioning Tool for Political Parties: A Facilitator’s Guide International IDEA / NIMD / ProDemos 3 The Policy Positioning Tool for Political Parties: A Facilitator’s Guide Eddy Habben Jansen / Jerome Scheltens / Jorge Valladares Molleda / Sam van der Staak 4 The Policy Positioning Tool for Political Parties: A Facilitator’s Guide Contents Foreword 6 Preface 8 Acknowledgements 10 1. Introduction 12 2. The Policy Positioning Tool for political parties 15 3. Operational guidelines for assistance providers 18 4. The 13-step implementation process 25 Step 1: Consult and inform the political parties about the PPT’s objectives, process and procedures 26 Step 2: Seek political parties’ public commitment to participate 27 Step 3: Form an expert analysis and drafting team 28 Step 4: Determine common themes 28 Step 5: Determine issues within the common themes 29 Step 6: Produce a long list of 100 statements 29 Step 7: Send the long list to all parties, with the request to answer and motivate their positions 30 Step 8: Assemble a total overview and compare parties’ answers with their manifestos 31 Step 9: Communicate and discuss differences of opinion with political parties 31 Step 10: Make a final selection of statements 31 Step 11: Launch the tool 32 Step 12: Design a communication plan 33 Step 13: Evaluate and follow-up through dialogue 33 5. Considering the broader political environment 34 6. Case study: a practitioner’s experience in Lima, Peru 39 Annexes Annex 1. Deciding on policy themes 50 Annex 2. Frequently asked questions about voting advice applications (VAAs) 53 Annex 3. Differences between voting advice applications 58 Annex 4. Examples of voting advice applications 61 References 62 About the authors 64 About the organizations 65 Colophon 66 International IDEA / NIMD / ProDemos 5 List of boxes, tables and figures Boxes Box 1.1 The emergence of the Policy Positioning Tool 13 Box 3.1 Building trust through a multiparty supervisory board 19 Box 3.2 Are the electoral conditions conducive? 20 Box 3.3 Including the right parties in the Policy Positioning Tool 20 Box 3.4 Choosing which elections to target first when introducing the Policy Positioning Tool 21 Box 3.5 Building trust in the implementing organization 22 Box 4.1 Guidelines for selecting parties to feature in the PPT 27 Box 4.2 Rules for formulating statements 30 Box 4.3 Guidelines for selecting the final statements 32 Box 5.1 Types of additional support 35 Box 5.2 Guidelines for interparty dialogue 36 Box 5.3 Examples of the influence of policy positioning tools over election results and legislation 38 Box A.2.1 Voter advice applications and their impact on voter behaviour: conversion rates 56 Tables Table 2.1 Locally developed voting advice applications (VAAs) 17 Table 4.1 The 13-step implementation process 25 Table 4.2 Example of party scorekeeping in a simple Excel sheet 30 Table 5.1 Benefits of broad vs. narrow involvement in formulation of party position statements 35 Table 5.2 How to mitigate risks 38 Table 6.1 Activities of the expert team 42 Table 6.2 Going from general issues to specific issues 43 Table 6.3 Creating statements out of specific issues 44 Table 6.4 Traditional media coverage of the tool 47 Table A.1.1 Identifying policy themes for use within the Policy Positioning Tool 50 Table A.2.1 Number of users of voting advice applications 53 Figures Figure 1.1 StemWijzer (Vote Match): the world’s first voting advice application 12 Figure 3.1 The electoral cycle 23 6 The Policy Positioning Tool for Political Parties: A Facilitator’s Guide Foreword In my years as an active politician in Georgia, I Finding the time for profound contemplation and have always been struck by what can be called detailed development of positions and policies the policy dichotomy. On the one hand, rapid is, in practice, not a priority. We recognized that policy developments during the past 20 years participating in this tool would function as a form have created a historically unprecedented socio- ‘self-applied pressure’ on parties to commit economic and geopolitical turnabout in my country. ourselves to working on common party positions On the other hand, policy positions have played among party members and seeking internal party a less prominent role within political parties and consolidation. However, in order for parties to election campaigns. As a Speaker of Parliament, present their ideological or political content-based the main representative body of the Georgian profile through a joint tool, a considerable trust- people, I see closing this gap between policy building effort would be needed. Furthermore, we changes and policy choices as one of the country’s needed internal party-deliberation processes and main democratic priorities. It is a priority I have capacity strengthening to decide on our positions worked on for many years. to be presented in the tool. In 2006 I was invited by the Netherlands Institute This guide presents, step-by-step, the process for Multiparty Democracy (NIMD) to visit the of implementing this tool. It also describes how Netherlands during the Dutch parliamentary election to design and manage an inclusive process that campaign. As a member of a multiparty delegation puts political parties centre stage during the of Georgian political party representatives, we also development of the voter test. The name Policy visited the Dutch non-governmental organization Positioning Tool (PPT) for political parties is ProDemos–House for Democracy and Rule of Law. therefore spot-on. It is a pleasure to learn that this ProDemos presented its StemWijzer (VoteMatch), approach was positively implemented in Lima, Peru, an online voter advice application (VAA) that, in a in 2014 by International IDEA and NIMD, and that playful way, matches individual voters to parties on by the time of launching this publication it will have the basis of policy positions. been used in three more countries. Even though our multiparty delegation came from As a delegation member of the exchange visit back opposite sides of the Georgian political landscape, in 2006, I am proud that the seed of the PPT was we nonetheless jointly recognized the value a VAA planted in Georgia. As a Speaker of Parliament, could have for us. In our emerging democracy, who is often seen as guardian of representative and parties have struggled—and continue to grapple— high-quality political debate, it is a great pleasure with the question of how to present themselves to lend my support to this guide, which has come distinctively on content. about as the result of a locally led, jointly initiated and innovate approach. I can only hope that many Political parties in my country remain young other young democracies will also benefit from it. organizations, often founded on general notions shared among a group of initiators, but in order David Usupashvili for such ‘start-ups’ to take the next step to Speaker of the Georgian Parliament professionalize and consolidate is a real effort. International IDEA / NIMD / ProDemos 7 8 Preface1 Chapter In recent years, two important topics have emerged in the field of political-party assistance. The first concerns the rise of so-called ‘programmatic parties’, and focuses on ways to support political parties as they move from a reliance on personalities and patronage towards an emphasis on internal and external debates on the policy positions that parties take. The second topic concerns the increase in the use of information and communications technologies (ICTs) by political parties, many of which are now finding innovative uses for technologies with the potential to reach out to voters. Despite the importance of these two emerging trends, however, there has been relatively little focus on the value of ICTs as tools to help political parties focus more on policy debate. The Policy Positioning Tool described in this guide does exactly that: it brings political parties together to develop and promote their individual policy positions through an online voting advice application (VAA).