Tuesday, 6 December 2016

10 Tips for Successful Poltical Communications

 1. Come to a decision

Your brain stores that decision and comes back to it later on. This is a mental shortcut. This means that facts, however compelling, are not always enough to persuade someone differently.

2. Think carefully about your campaign messages – who you are trying to influence?

Be specific. How do they see the world? What values and beliefs underpin this view? Develop key campaign messages that will appeal to these beliefs and fit with how they see the world.

3. What voice are you going to use?

Your language will activate the frames and values of the listener. Make sure that you are appropriately aligned to the views and values that you want to tap into.

4. Test your messages with your audience

Test your messages with a group of people that represent your target audience. You don’t want to get feedback from people who are already ‘on side’.

5. Avoid using your opponents’ frame or even repeating it to challenge it

Doing this will only reinforce their argument by triggering the associations your opponent wants to promote. Instead, focus on establishing a distinctive frame that has positive connotations with your campaign. For instance, the words ‘equality’ and ‘fairness’ bring certain frames, depending on your perception.

6. Find and confront the problem

Often really good frames can be reduced to simple binary values, like ‘scrimpers’ vs ‘scroungers’. Tell a story about your campaign that pinpoints exactly what problem is.
Through telling the campaign as a story – however imaginary or metaphorical it may be – you can develop the structure of the narrative, bringing in the facts and figures later on. It may not be appropriate to share your story but it can help clarify your thinking and shape the messages you develop for your campaign.

7. Keep it simple

Explain the problem, describe how big the issue is and always present a solution.

8. Establish clear responsibility. 

Who is responsible for the problem and who has the power to change it?

9. Find the narrative

Avoid framing an issue without a clear narrative that makes it real and credible to people. Ed Miliband’s notorious “squeezed middle” illustrates this point where he launched a narrative with calamitous consequences.

10. Be creative!

Challenge how you and your organisations usually think about and communicate issues

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