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San Diego County Democratic Party Campaign Training: Communications

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Campaign Training:Messaging and

Communications

COMMUNICATION IS THE CATALYST

l Building a campaign and winning an election is about building relationships and persuading voters to vote and to vote for you.

l First impressions are important. You make many first impressions – every time you meet someone.

l Non-verbal communications are important: Listen well, smile, look presentable and appropriate. Be attentive.

l It's important to take casual conversations seriously.l Saying something so that it is actually heard by the

voters takes a lot of time, effort, and money in a campaign.

l Negative messaging works to create doubt and can suppress the vote (“I'll show them both – I just won't vote.”) It's usually used near the end if the campaign.


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YOUR COMMUNICATIONS PLANl Facebook, email and websitel Literature: campaign fliers, walk piecel Ballot designation and sample ballot statementl Phone: scripts for ID and GOTV calls and robocallsl Mailers: campaign messages and slate mailersl Press releases, media advisories, press

conferencesl Earned and paid/unearned medial Social media: Facebook, Twitterl Polling to fine-tune message, priorities, wordingl Personal appearances; speechesl Fundraisers, meet-and-greets, invitations

WHAT IS YOUR MESSAGE?

• Campaign message should stem from values and believes that connect you to the community

• Candidate and surrogate should be able to express the message in about 30 words and adapt it to any issue

• Target persuadable voters• Integrate message with everything you say, write,

and produce about the campaign• Should be clear, simple, persuasive, and

positively contrast you with opposition• Messaging is not a way to outline policy positions

or list credentials – it’s about getting voters to trust the candidate as a person


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STEP 1: PERSONAL STORY• This is your life experience and “story of self,”

based on the values that are important to you and helped shape you as a person

• Find a way to tell your personal story • Identify strong values you have based on your

own experiences and convictions – including why you’re running

• Example: Barack Obama used his story to connect with voters about the importance of the American dream

“The dream of opportunity for all people has not come true for everyone in America, but its promise exists for all who come to our shores.”

STEP 2: THE FRAME• Make the connection between your personal story

and the values and interests of persuadable voters

• Your discussion of the issues should fall within the context and language of your frame or theme

• Example: Obama’s “opportunity” frame let him connect with a wide spectrum of voters:

My success is really our success, and represents the best of what America strives to be.


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STEP 3: THE MESSAGE• Develop consistent, specific language consistent

with your basic framing• You need to elicit an emotional response and create

a personal bond with your audience• Adapt your messaging to focus on values and

issues important to your target – tailored for different situations and constituencies

• Should include a call to action (“Join me…”)• Example: Obama turned what might have been a

weakness (“outsider” status) into a strength, using his “opportunity” frame to emotionally engage:

I’m asking you to believe. Not just in my ability to bring about real change in Washington… I’m asking you to believe in yours.

STEP 4: THE SLOGAN / TAGLINE• Motto, catchword, or attention-getting phrase to

imprint your name in voters’ minds and/or to encapsulate your values

• To be most effective, tagline should connect with the campaign’s overall narrative and messaging

• Example: Change we can believe in.


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DEVELOP YOUR “BRAND”

• Repeat your brand on Facebook, emails, website, signs, flyers, brochures, mailings, business cards, stickers, etc.

• Reinforce your message in your talking points

• Repeat, repeat, repeat your message• Always pivot to get back on your message• Use discipline to control your brand• Use consistent colors, logo, image, slogan

LOGOS AND SIGNS


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ONLINE TOOLS

Email Website

Mastheadcolors/ logo/ image

Mastheadcolors/ logo/ image

Send news, announcements, endorsements

Post news, announcements, endorsements

Recruit volunteers Volunteer page

Send invitations w/ RSVP link Events and appearances w/ RSVP link

Use bulk email service Bio

Contact info Contact info

Photo gallery

SOCIAL MEDIA

l Facebook: Recruit volunteers, crowd-build for events, spread your message to supporters, post photos and any earned media

l Twitter: Interaction with opinion leaders and the pressl Nextdoor: Crowd-build for events, keep up with

neighborhood concernsl LinkedIn: Post your resume and qualifications; donors

and other potential supporters may look you upl Instagram: Photos of events and people who endorse

you; good for branding but not much elsel Other social/online tools: Hootesuite, Google Analytics,

Facebook Insights, Bitly


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NEWS MEDIA OPPORTUNITIES

l Earned media – articles and interviews, usually limited to high-profile races (need to build a media list)

l Paid / unearned media – advertisements and commercials: TV, radio, display ads

l Campaign-driven media- Develop relationships with reporters and editors- Media advisory – alerts press to campaign events- Press release – reports news from the campaign- Press conference – carefully staged, live, newsworthy statements and announcements. Plan a good site that is close to news sources and easily accessible with podium, signs, and volunteers.

WORKING WITH REPORTERS

l Be careful. They are friendly, but not your friend. They don't write a stories to support your campaign.

l If you make a mistake, it will get news. Controversy sells.l Prepare quotes, talking points, and facts before the

interview. l Don't repeat you opponent’s message. Pivot to your

message. l You must say, “This is off the record” if you want it off the

record (vs. “background” and “deep background”). Reporters ask permission to record the interview and tell you when they turn the recorder on and off.

l The final question is often: “Is there anything else that you would like to add or say?” Reinforce your message.

l Don’t give off-the-cuff lines. They often cause trouble.


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CONTROL YOUR BRAND

Unfortunate Rebranding: l “Oops”l “47%”l “Macaca”l “Legitimate rape”l “Potatoe”l “You didn't build that”l “Hiking the Appalachian Trail” (the public

sometimes forgives and forgets)

MESSAGING TIPS

l Responding vs. answering: all of your answers to any question should tie back to the current message of your campaign

l Be concise: the average newspaper quote is 30 words long; the average TV quote is 10 seconds long

l Repeat, repeat, repeat: unlike you, most people still haven’t heard what you have to say

l Exercise discipline: straying from your message can lead to distortion and lack of coverage


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LOCAL MEDIA OUTLETS

l TwitterInteraction with news media and opinion makers

l Newspapers in San DiegoUnion-Tribune, Voice & Viewpoint, Coast News, Rancho Santa Fe Review, Del Mar Times, Carmel Valley Times, Star News (South County), etc.

l Niche medial Online press

Voice of San Diego, Times of San Diego, Free Press, blogs

l TV and radio stationsYou can try to pitch them on stories

YOUR CAMPAIGN HANDOUT

Your campaign flyer, brochure, or mailer should include:l Your imagel Phone number, email, address, websitel Brief biographical facts, experience,

achievements, characterl Top three prioritiesl If against an incumbent, comparison of positionsl Please vote for ____ on ____ datel Financial disclaimer, union bug, FPPC or FEC #l It should fit into a regular business envelope


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DIRECT MAIL PLAN

l Cost depends the size of the universe and size of piece

l Cost includes design, printing, and postage and may be done by mailing consultants or directly through mailhouse

l Timed to hit with early (mail) and poll votingl Best to start with positive introductory messagel Comparisons with incumbents implied or explicitl Union bug (or disclaimer that it was printed in-house)l Financial disclaimer and FPPC or FEC #l Save money to respond to hit pieces

DIRECT MAIL CONTENTl Three audiences: 7-second (pictures, name, slogan),

20-second (headlines), 60-second (readers who want more)

l Great way to target specific voters to reinforce your message: seniors, women, Party members

l Common means for negative/attack messagingl Should be 40-60% photos or other visual; include a

high-quality photo of the candidatel Include vital information: candidate name, office, ask

for vote, website / contact infol Refer to outside sources (media, studies, nonpartisan

groups) to enhance credibility; use citations to tell voters where specific claims came from


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SLATE MAILERS

l Slate mailers may be purchased through many vendors who will contact you

l Slate mailers may present themselves as representative of a political party, law enforcement, environmentalists, etc. (COPS)

l Vendors indicate the number of mailers to be sent outl Any candidate can pay to include their name on slate

mailers (a relatively inexpensive way to reach voters)l Political parties, political action committees, associations,

etc. sometimes send slate mailers of their endorsed candidates to their members at little or no cost to the candidates


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POLLING AND MESSAGING

l We all bring opinions and assumptions to a campaign and often think everyone shares our point of view and values

l Polling will tell you the (often surprising) truthl Polling reveals nuances in voter preferences and

wordingl If you can't afford a poll, research similar polls l The cost of the poll by a reputable polling firm depends

on the size of the district and the length and complexity of the poll ($15,000-$25,000). They craft the questions, determine the voter sampling, conduct the poll, produce an executive summary and in-depth analysis that can be used in many ways.


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WORDING NUANCES MATTER

Polling identifies words that elicit strong or weak, positive or negative responses:

Strong Words Weaker WordsClassroom School

School FacilityTeacher EducatorChildren Student

Home HouseFair but firm Just but strictTaxpayers People

SPEAKING APPEARANCES

l The more people you meet, the more you inoculate yourself from negative attacks and lock in voters

l Civic organizations: town councils, planning commissions, city councils, school boards, etc.

l Political clubs: Democratic Clubs (approx. 30 in county)l Associations and PACs: Unions, Realtors, BAR, HOA, PTA,

business and industry, Chambers of Commerce, Sierra Clubl Service Clubs: Rotary, Lions, Soroptimists (nonprofits)l Forums: Q&A and debatesl Rallies, parades, street fairsl Campaign meet-and-greets, fundraisers, press conferencesl Assume that you are being recorded at all times


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THE KEY TO SUCCESSFUL SPEECHES

Positivel Passion is inspiringl Humor is engagingl Comparisons are instructivel Brevity is appreciatedl Structure drives a messagel Facts reinforce competencel Accuracy instills confidence

Negative• Anger is threatening• Sarcasm is misunderstood• Trashing others is mean• Long speeches lose people • Disorganization confuses• Vagueness raises questions• Inaccuracy causes doubt

BODY LANGUAGE & DEMEANOR

l Be relaxed and genuine as if you are talking to one person

l People want to hear what you have to say, so speak upl Look at individuals around the rooml Don't swivel or shift from foot to footl Don't roll your eyes up when you are thinkingl In debates and forums, look attentively at the speakersl Use hand gestures, but don't point or jabl Be respectful when you disagree; smile, nodl Don't shout, interrupt, or express anger or disgust


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TARGET YOUR AUDIENCE

Organization Attendees Time Topic Benefit

Civic Org. Opinion leaders 2-3 min. Their interestsHost forum

Endorsements Grow base

Service Clubs You are a guest, business leaders

1-2 min. IntroductionHost forum

Personal Endorsements

Political Club Activists, volunteers 2-3 min.20 speaker

Partisan issuesHow to win

VolunteersContributionsEndorsement

Associations PAC / members 2-3 min. Their interestHost forumEnd. interview

EndorsementMember Comm.Contribution

Street Fair Local voters? Varies Intro, their issues

VotesVolunteers

Rallies Issue supporters 5 min. Their issue Volunteers

Parades Local citizens Visibility Visibility

YOUR ONE-MINUTE SPEECH

l Greet your audience and thank your host(s)l Connect to the audience to create a personal bondl Introduce yourself and the office that you are seekingl Make a compelling argument for why you are runningl Incorporate your slogan, best biographical qualities,

experience, values into your vision, mission and goalsl Have three goals (generally)l Ask people to vote for you and say why they should


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SHORT SPEECH OUTLINE

Good evening –l I'm honored to be here this evening. l I really (connect with audience). l I want to thank ____ (hosts) for inviting me.l My name is ______________. I am running for ______l For the past ___________ l I have a vision of _______________________l In office, I will: 1) ________ 2) ________ 3) ________l I hope that I can count on your vote and support ______l Work your slogan into your statement.

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