CRAFT A POLITICAL MESSAGE

SIMPLIFY AND

MAKE YOUR MESSAGE MATTER

Chad Gallagher, a government relations consultant who served as director of Intergovernmental Affairs for former Arkansas Gov. Mike Huckabee, knows the power of a good message— both on the campaign trail and in the business of government.

KNOW YOUR AUDIENCE.

At times, Gallagher said, you will be at odds with your constituency. “I don’t think you should reshape your position, but I think you should be very aware of your audience when you’re shaping a message,” he said. If, for instance, you’re speaking to rural voters and you oppose ethanol subsidies, understand that their position may be shaped by concerns of saving the family farm. “(You can say) I’m against these particular subsidies for this reason but here’s what I can do because I understand who you are.”

KEEP IT SIMPLE.

Gallagher recently worked debate prep for a candidate who was asked a question on tax policy. The answer, Gallagher said, was great … if he was doing a policy lecture at Harvard. His advice to the candidate was simple: “You’ve got to make that matter to me. If I’m raising a family and dealing with taxes, make me understand why what you just said means something to me,” Gallagher said. But, he cautions, “a simple message doesn’t imply simple policy.” There must be substance behind the message, he said.

COMPROMISE.

In a legislative session, Gallagher said, normally you’re not going to get everything you ask for. “If you go into it with the concept it’s all or nothing, most likely you’re going to walk away with nothing,” he said. Be flexible. “Craft the message in a way that shows there’s some room for flexibility.”

LEAVE ROOM AT THE TABLE.

If you’re looking to pass legislation, allow other people to have input. “Ultimately crafting a successful legislative endeavor is leaving room at the table for other people to be a part,” he said. “Let people help you make it happen. If you leave more room at the table and (other people) can add their fingerprints to it, you have a (much) better chance at winning.”

USE RHETORIC WISELY.

Legislators should be thoughtful about firing up the base. “We only have so many shots in the gun before the other side says, ‘That guy is a jerk. He’s always trying to kill us. We can’t work with him,’” said Gallagher. There’s a time and place to fire up the base and lob a bomb or two. Just don’t do it all the time. “Reserve the rhetoric for when it’s really needed.”

[ AS SEEN ON TV ]

How to Produce an Effective Political Message Chad Gallagher will share his insights during a session at The Council of State Governments 2010 National Conference in Providence, R.I., Dec. 5. Gallagher, a 2006 Henry Toll Fellow, will discuss the best and worst TV campaign spots of 2010.