LAGOS: The Kukah Centre, a policy research institute, has organised a development workshop aimed at enhancing pluralism, internal democracy, and equal opportunity within Nigeria's political party system. This initiative comes as part of the centre's efforts in implementing the European Union's Support to Democratic Governance in Nigeria (EU-SDGN) programme. According to News Agency of Nigeria, the Kukah Centre's project, titled 'Component III-Support to Political Parties', is one of the six components of the EU's governance programme. The workshop, which concluded in Lagos, focused on building the capacity of political parties to develop purpose-driven communication strategies. Ms Inimfon Etuk, a Public Relations and Strategic Communications professional, highlighted the importance of leveraging interactive technology to encourage public participation in political campaigns. Etuk discussed the evolution of political communication, noting the shift from traditional face-to-face interactions to digital platfo rms. She emphasized that effective communication involves understanding audience needs and tailoring messages accordingly. The rise of the internet since the early 1990s has significantly changed the political communication landscape, allowing messages to spread faster and with fewer intermediaries. Etuk also addressed the impact of artificial intelligence (AI) in politics, explaining how it can analyze voter behavior to craft appealing messages for specific voter groups. She urged political parties to embrace the internet as a primary platform for political campaigns, drawing parallels with commercial marketing strategies. Mr Esrom Ajanya, Head of Programmes at The Kukah Centre, explained that the workshop's purpose was to engage political parties on priorities identified through a Needs Assessment conducted in December 2023. This assessment highlighted challenges faced by political parties, leading to a high-level meeting in July 2024 where parties were encouraged to establish Technical Working Groups for tailored support. Alhaji Yusuf Dantalle, National Chairman of the Inter Party Advisory Council (IPAC), praised the workshop's role in strengthening political parties, which he described as crucial for contesting elections in Nigeria. He commended the European Union and the Kukah Foundation for their commitment to deepening democracy through capacity-building initiatives.