Cumbre Mundial de Comunicación Política

Attendees, exhibitors & solutions

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Industry trends

Key trends shaping this market and its wider industry.

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Frequently asked

Glossary

1

Comunicacion politica (political communication)

The discipline of designing, targeting and defending messages for candidates, parties, governments and public institutions. Cumbre CP is built around this field, so sessions and exhibitors assume working knowledge of campaign messaging, opinion research and media relations.

2

Cumbre

Spanish for summit. The name signals a conference format built on keynotes and specialist tracks rather than a product trade fair, which shapes how exhibitors should plan stand conversations and how visitors should choose sessions.

3

War room

A campaign's rapid-response hub where monitoring, rebuttal drafting and spokesperson coordination happen in real time, usually running around the clock in the final weeks before a vote. Vendors at political communication summits often sell monitoring and approval-workflow tools aimed at this team.

4

Message discipline

Keeping every spokesperson, surrogate and social account on the same tested lines so competing narratives do not leak into coverage. Consultants typically pitch message architecture and rehearsal as an ongoing service rather than a one-off document.

5

Earned versus paid media

Earned media is coverage a campaign does not buy - interviews, press mentions and organic social reach; paid media is bought placement on television, radio, print, outdoor and digital platforms. Media-buying agencies and measurement vendors exhibit to show how the two are balanced across a race.

6

Tracking poll

A short, repeated survey run through a campaign to watch how support and issue salience move week by week. Pollsters use events like Cumbre CP to present tracking methodology and dashboard products for campaign war rooms.

7

Focus group

A moderated discussion with a small group of voters used to test language, spots and candidate images before money goes into paid media. Research firms usually demonstrate qualitative methods alongside their quantitative polling products.

8

Microtargeting / segmentacion

Splitting the electorate into narrow segments using demographic, geographic and behavioural data so messages can be tailored to each group. It is one of the most contested areas in Latin American political communication because of data-protection debates.

9

GOTV (get-out-the-vote)

The turnout operation that identifies sympathetic voters and pushes them to the polls on election day, now usually run through CRM and contact-management software. Campaign technology vendors use the summit to show how field data links back to targeting.

10

Opposition research

Systematic research into an opponent's record, statements and vulnerabilities, compiled so a campaign can respond quickly. In political communication it feeds both rapid response and long-form paid media.

11

Vocero (spokesperson)

The designated voice of a campaign, party or government institution, trained to deliver agreed lines under pressure. Media-training and spokesperson-coaching providers are a regular fixture at political communication conferences.

12

Social listening

Monitoring social platforms for volume, sentiment and emerging narratives, increasingly used to detect misinformation spikes within hours. Analytics vendors sell dashboards and alert workflows for this task, often integrated with press monitoring.

13

Desinformacion (disinformation)

Deliberately false or manipulated content spread to distort political debate. Fact-checking organisations, platforms and regulators all present responses to it, which makes it a recurring theme in summit agendas.

14

Crisis communication protocol

A pre-agreed sequence of decisions, approvals and statements triggered when a scandal or emergency breaks. Government communicators typically compare their protocols and approval chains in these sessions.