The second webinar in the 12-part series of Train The Trainer (T3) by the Association of State Democratic Chairs (ASDC) is called Amplifying The Message. Democrats have facts and reality on our side, but that doesn’t necessarily do us much good in an age of infosmog so thick and toxic it can be fatal. That challenge becomes doubly tough because the very name Trump is itself a brand which has been heavily hyped and causes immediate reactions in people. The complexity of this situation is unprecedented. Like our Democratic forebears, we have no choice but to accept the reality of the challenge given to us and work through it for the sake of our children and children’s children.
This webinar was packed with information and insight, and included a particular section on Moving Your Neighbors Blue in red or purple areas given by former Missouri Lieutenant Governor Joe Maxwell. That section alone could support several diaries and discussions. He encourages us to be advocates as much as activists. We have to patient, and consistent. We have to for positive things and not push hard on negative things we are against.
T3-Session Two: Communications: Amplifying The Message
DNC Department: Communications
Outline:
Media Landscape
- State & local papers
- Wire services
- Community paper
- Constituency papers
- Political blogs
- Local TV
- Social Media
Message Delivery Tactics
- Press release
- Statement
- Press conference or event
- Protest or petition delivery
- Interview
- Photo releases
- Video releases or advertisements
- Social media posts
- Creative digital content
Best Practices
- Best Practices for TV Coverage
- Best Practices for Press Coverage
- Make Press Releases Engaging
- Best Practices for Op-Eds and Letters to the Editor
- Best Practices: Drive-Time Radio
- Use Real People & Appeal To Emotions
- Best Practices for Talking About Trump
- Better Practice: Talk About Ourselves (We The People)
Talking About Ourselves: Issues
- Economic growth, fairness & opportunity
- Effective government
- Financial security
- National security
- Diversity & unity
- Freedom, equality & justice
- Taxes
- Immigration
- Jobs & wages
- Personal & shared responsibility
Moving Your Neighbors Blue
- Meet them where they are
- Messages need to be based on values, not issues
- Stay out of the trap
Tools the DNC Can Offer
- Sign-up for the talking points list service
- Daily clips
- Regional and constituency press department
- Relationships with national groups to enhance earned media events
- Research, digital and video assets
- Elevating local and state stories to national reporters
- Training
Resources:
Twitter: #ASDCT3
Email: asdc@dnc.org
For information on how to register for these webinars, see my introductory diary in this series.
Some subtle and tough-minded ideas are in this webinar. People, unfortunately, hear and act upon emotion much more than reason. That has been true throughout history and, in times of peril as we find ourselves, even more so. When we are acting as activists for issues, we can come across as “elitist” and “cold”, a turn-off that takes a long time to claw back, politically.
We have a year to claw back state-level legislative majorities. Here in states which voted for Trump, and have an insurgent Republicans gleefully plundering the public coffers for their political allies and thrusting their power in our face, we have to be wary and wise to reclaim the balance of power our states (and nation) so woefully needs right now. The “trap” we fall into, as a party and as individuals or small action groups, is to “over-explain” to people outside our party or on its fringes.
Instead, we need to think through each abstract issue and find ways to talk about the same thing with specific examples. We need to speak from our personal knowledge in plain language: “I understand that’s what you think. Now let me tell you what I think.” That only works when you have first patiently listened to them and summarized their ideas back to them in a way they accept your precis of their idea. And then speak in stories about people you know and to whom they can relate. In reality, you are telling them how you feel more than what you think, and that’s much more powerful. Each story shows whom you care about, and implies they should care about them, too. Because we will all hang together if our national liberty is lost.
Reveal your own insecurity and fear — of being two paychecks from homelessness, of losing your health insurance, of worrying that anyone you elect seems to turn their backs on us as soon as they can, etc.. It really isn’t hard, but it does take a pause to summon to mind.
Each issue we address with policies is a grievance against “the system” — the Government, BigAg, BigOil, Big… anything. Everything. Everywhere we look. So big we can’t change it. So big It just runs over Us, Republican and Democrat alike. So big they don’t even see us or care about what we think. So big they look at spreadsheets and polls and don’t see people any more. Every voter you are trying to persuade feels aggrieved, so find it within yourself to be aggrieved about the same things with them. You find yourself talking with them instead of to them, and that’s the subtle turn of mind required now.
Every citizen of this nation feels these fears, and these frustrations. Ironically, even the rich fear these same things. Other than sociopaths, perhaps, every citizen of this nation shares 99% of the same values — the argument is in the 1% on which, right now, we disagree. Indeed, many people who didn’t vote Democratic this cycle still mostly share our values, as a party. They just don’t trust Parties anymore. In many minds, both Parties are Too Big as well.
By honing our messages down to local stories about local examples which exemplify the issue at hand, we improve our messaging through various media. The webinar has an excellent, in-depth spread of best practices and hard-won wisdom in how to be sensitive to the realities of the people involved in the various media outlets you need to get your message out. Remember the human beings in all this: reporters and the work rhythms of their day; the tendency to spout off without preparation and turn people off or skew the reporting of your message in ways you didn’t intend; and the temptation to vary the message too much. And most of all, be mindful of the voters to whom all this effort is directed and for whom it all is undertaken. See them clearly and talk as directly and honestly to them as people as you can. When you are sick of repeating the same message, you are just starting to cut through the infosmog and get that message through to the voters.
Lots of wisdom here. Lots of pointers. Lots to think about and help us to prepare what we want to have said in the end instead of just saying what we thing of on the fly. Check it out.
The Republicans are masters of simplicity and values. When they talk about guns, they talk about citizen freedom, defending of rights and protecting our family and community. Their language is familiar and comforting. Each message fits on a bumpersticker (“Make America Great Again” is an exemplar of this principle). We have to cut through that spell with counter-spells that work.
We have “sister districts’ and “swing left” relationships where safer Democratic districts can lend resources to redder precincts and counties. We face this issue in the Fourth Congressional District in Iowa. Our County Party in Story County (one of six blue counties in 2016) need to lend resources to the other counties in our Congressional District where the party resources are thin and the workers discouraged after the last election.
Speak up. Simply. Honestly. Clearly. Focus on the voter and ignore the hype. Be relentless, but take your time and let the conversations unfold without hurry or unnecessary animus. Focus on the values we all share: freedom, liberty, sensible prosperity instead of obnoxious wealth, the right to be healthy and to have a fair shot at opportunities no matter who we are.
It’s a helluva message. It deserves some time and care to prepare carefully and present relentlessly. When you are sick of hearing it, you are just starting to break through. Stick with a plan and execute it. The fate of our nation is at stake.