Resumen

GRANDON GONZALEZ, Francisco  y  GUTIERREZ ATALA, Fernando. Analysis of strategic planning and its influence on political-electoral results from the study of the first round of the Chilean presidential campaign of 2017. Comuni@cción [online]. 2020, vol.11, n.1, pp.51-62. ISSN 2219-7168.  http://dx.doi.org/10.33595/2226-1478.11.1.401.

The execution and study of electoral campaigns are taking their first steps in Chile and in a large part of Latin America. Therefore, the analysis of the process and the training of professionals in this specific area is still in its infancy. The current article reports the results of a qualitative investigation that analyzed the importance of the different stages of the strategic planning process of an electoral campaign and their impact on the final results of the first pre-ballot round of the presidential campaign of 2017 in Chile, specifically the cases of the candidacies Marco Enríquez-Ominami, Alejandro Guillier, Alejandro Navarro and Beatriz Sánchez. In order to achieve this, key central themes related to the strategic planning process of each campaign associated with a candidacy were defined and the information was compared with semi-structured interviews granted by presidential candidates, advisers and campaign managers. Thus, the process of analysis and tabulation offers an interesting comparison between responses from different candidates and advisers, which - confronted with the theoretical contextualization - allow the elaboration of a number of suggestions that revalue the figure of the professional communicator and his advisory role aiming to obtain better electoral results.

Palabras clave : Political communication; Electoral campaigns; Strategic communication; Presidential Elections; Chile.

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