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  • Humorous spoof on trying to remake BP and plastics into “green” companies that are concerned about the environment.Creating an effective message is not simply developing a clever public relations stunt that creates a fancy logo and uses poll tested words and “poof” miraculously everyone thinks differently.There is a mistake, oftentimes, where people think that if you simply say something enough times everyone will believe it – but there are millions of dollars that have been wasted in that attempt. If the product, or candidate and campaign, are not genuine and authentic or values based or care about people – simply “saying it is so” does not in fact make it so.
  • Simple, to the point – no words like collective bargaining, right to work, Issue 2 or SB 5…….but this is what’s it’s about!New York Times 10/16/11
  • The right messengers, coaches from iconic rival football teams in Ohio, but both support working people in Ohio – this was matched by a radio ad as well – people connected to it,it was relevant to their lives and the right messengers
  • In 2010, Sean Duffy, a Tea Party candidate, successfully portrayed himself as a log-rolling, outdoors liking, regular guy. Even though he made his mark MTV’s the Real World and was a DA in Wisconsin, he chose to focus on his role as an outsider, not the normal politician, in a year, 2010, that was truly compelling, especially in this district that for years had been held by one of the most power insider politicians in Washington for years, Dave Obey (who retired instead of running for re-election that year to avoid the wave!)He started log rolling at age 5 and speed climbing (sprinting up 60 and 90 foot poles) at 13. He holds two speed-climbing titles.[5]As a teen, Duffy competed in the National Lumberjack Championships and is a three-time world champion in the 90-foot speed climb and has several other titles. He still competes in local and national competitions.
  • And bailout
  • Two ads. The first is a devastatingly effective ad run by Jerry Brown in the US California Governor’s race in 2010. He was running against Meg Whitman, who was the founder of E-Bay and had spent $170 million of her own money to defeat Brown. Brown was the former governor from the 1970s, who had gone on to run for President (unsuccessfully in 1992) and then was Mayor of Oakland and ost recently Attorney General and is now elected Governor again.Whitman’s strong suit was her business experience (California is suffering massive budget deficits and service cuts) and her outsider status in an election year that was all about not being an insider, and being a fiscal conservative. This ad makes the devastating comparison between Meg Whitman and Arnold Schwarzenegger (who was the current Governor and is exceedingly unpopular) – and in effect defines Whitman as a continuation of the current failures rather than change – and Brown, the consummate politician, became ironically the change agent.Joe Sestak in his underdog bid to defeat Arlan Specter in the PA Democratic Primary in 2010. This is a devastating use of a quote to define Specter who was always a maverick Republican (who was widely supported by Democrats in his previous runs) as a Bush-Palin Republican and rank opportunist. It happens to be more effective because it is true. Sestak started going up in the polls after this ad played and he ended up pulling off a huge upset only to be narrowly defeated by the Republican Toomey in the General election.
  • Message

    1. 1. Developing and Communicating an Effective Authentic MessageWellstone Action
    2. 2. Wellstone Action has a Creative Commons License. That means you are free to use these PowerPoints for your own use. We ask that you do not reproduce our work, and if you do share these materials, please attribute them back to Wellstone Action and Camp Wellstone. Thanks!Wellstone Action
    3. 3. Message = Core argument of Campaign or Organizing Effort It answers the question “Why?” • Why does it matter? • Why should I care? • Why should I trust this person?Wellstone Action
    4. 4. Message ≠ A slogan Message ≠ 10-point plan Message ≠ Talking PointsWellstone Action
    5. 5. Message is more than clever words and logosWellstone Action
    6. 6. V. Message = A conversation What makes for a good conversation?Wellstone Action
    7. 7. An effective message is: • Credible • Concise • Relevant • Compelling • Contrasting • RepeatedWellstone Action
    8. 8. Audience First Message SecondWellstone Action
    9. 9. An effective message is: Credible • Content – what we say • Messenger – who says itWellstone Action
    10. 10. Content is Important – Messenger Matters, Too Bush v. ObamaWellstone Action
    11. 11. What is Credibility? • Truth • Perception • The facts will not set you freeWellstone Action
    12. 12. Effective Messenger? VetsVote on Energy IndependenceWellstone Action
    13. 13. An effective message is: Concise and Clear (and free of jargon)Wellstone Action
    14. 14. What is the message?Wellstone Action
    15. 15. “We need to develop alternative transportation modalities.” … is concise but not clearWellstone Action
    16. 16. Phil Hayes HS SocialStudies Teacher “No on SB5 Campaign “As someone who set out to serve his students, I don’t work on Wall Street; I serve Main Street,” Mr. Hayes said. “I didn’t cause the economic and financial problems caused by Wall Street, but now public employees like me have to suffer the consequences. We don’t sell collateral debt obligations, but we do sell cookies to help keep our schools going.” New York Times 10/16/11Wellstone Action
    17. 17. An Effective Message is: RelevantWellstone Action
    18. 18. Wellstone Action
    19. 19. An effective message is: Compelling to your audienceWellstone Action
    20. 20. Compelling Messages are Personal Example: Sean Duffy – 2010 WI 7th Bringing the Ax to DC Get America Rolling AgainWellstone Action
    21. 21. (re) Defining Adversity and StruggleWellstone Action
    22. 22. An effective message is: Contrasting (and offers a choice)Wellstone Action
    23. 23. “I don’t represent the big oil companies, I don’t represent the big pharmaceutical companies, I don’t represent the Enrons of this world, but you know what, they already have great representation in Washington. It’s the rest of the people that need it.” -- Paul Wellstone 2002 Campaign SpeechWellstone Action
    24. 24. Elections are defining the opponent: Anti-Whitman: Echo Anti-Specter: SwitchWellstone Action
    25. 25. Message Box What we are saying What they are about ourselves saying about themselves What we are saying What they are about them saying about usWellstone Action
    26. 26. 2012 Presidential Race Dem’s Positive Rep’s Positive We’re on your side – fighting for We’ll create jobs and restore the squeezed middle class – prosperity by getting government fighting to create jobs – trying to off your back and money back in create an economy that works for your pocket all. But we’re being blocked at every Obama and the Dem’s have tried turn by extremist Republicans who their (European socialist) “big are putting their narrow political government” approach for four agenda (and the 1%) ahead of you years now – how has it been -- and you want to go back to them working for you? Are you better being in charge? off? Dem’s Negative Rep’s NegativeWellstone Action