So you want to be a candidate?
ILLUSTRATED: Some timeless fundamentals on campaigning.
All of these points have been made before on this blog, but then again, campaign communication is about repetition. I wrote recently that there are timeless principles of campaigning, as well as continual innovation that must be kept up with. As for the former, this advise has always been, and will always be pertinent.
There are three general areas of focus: Mobilization, Money, and Message. If you prefer the letter "w" then work, worth, and words. Donnie Fowler says bodies, money, ideas. All the same three concepts.
Mobilization: First, your campaign will only be as good as the campaign manager's organizational skills, and intellectual bandwidth. The campaign management team should be above all, good managers. Pay the required salary for good talent. Second, the locus of power and influence should be with the organic management team, not with consultants. Thirdly, grow the campaign in ever enlarging circles, reaching out to different constituencies.
Money: Ask for it early and often. Come to grips early on that fundraising is the most important thing until about 90 days before voting. You must schedule call time every day, when calling, ask for a decent number. Let people know why it is important to them, to you, to the cause. Think of a psychological hook to get people to give. It is largely emotional.
Message: First, know that political communication is the translation of law and policy prose into campaign poetry that resonates with people's values. Richard Wirthlin, Reagan's aide, said that issues are picked because of the latent values behind them. The massage should be setting a narrative that stakes your candidacy on the side of the people's values.
Second, answer the following four questions- Why are you running? What is your agenda? Why you are qualified? Why you can win. Answering those gives you a stump speech.The second question is the meat and potatoes, but the first answer wins the election.
Third, keep it clear, concise, contrasting, and consistent. Dick Nixon said that when you are bored sick of your own speech, is when it sinks in with the public.
Lastly, remember that every speech,commercial, mailing, and script for volunteers should be focused on the message. Try and make every day's headlines focused on that message.
All of these points have been made before on this blog, but then again, campaign communication is about repetition. I wrote recently that there are timeless principles of campaigning, as well as continual innovation that must be kept up with. As for the former, this advise has always been, and will always be pertinent.
There are three general areas of focus: Mobilization, Money, and Message. If you prefer the letter "w" then work, worth, and words. Donnie Fowler says bodies, money, ideas. All the same three concepts.
Mobilization: First, your campaign will only be as good as the campaign manager's organizational skills, and intellectual bandwidth. The campaign management team should be above all, good managers. Pay the required salary for good talent. Second, the locus of power and influence should be with the organic management team, not with consultants. Thirdly, grow the campaign in ever enlarging circles, reaching out to different constituencies.
Money: Ask for it early and often. Come to grips early on that fundraising is the most important thing until about 90 days before voting. You must schedule call time every day, when calling, ask for a decent number. Let people know why it is important to them, to you, to the cause. Think of a psychological hook to get people to give. It is largely emotional.
Message: First, know that political communication is the translation of law and policy prose into campaign poetry that resonates with people's values. Richard Wirthlin, Reagan's aide, said that issues are picked because of the latent values behind them. The massage should be setting a narrative that stakes your candidacy on the side of the people's values.
Second, answer the following four questions- Why are you running? What is your agenda? Why you are qualified? Why you can win. Answering those gives you a stump speech.The second question is the meat and potatoes, but the first answer wins the election.
Third, keep it clear, concise, contrasting, and consistent. Dick Nixon said that when you are bored sick of your own speech, is when it sinks in with the public.
Lastly, remember that every speech,commercial, mailing, and script for volunteers should be focused on the message. Try and make every day's headlines focused on that message.
posted by Teka Thomas at 4:26 AM
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