IT’S ELECTION SEASON – DO YOU KNOW WHERE YOUR KEY MESSAGES ARE?
It’s that time again.
E-day is coming in hot here in New Brunswick (October at latest), and also in the United States (November).
Elections are fascinating, and not just because of what happens when the ballots are counted.
Sure, there is a changing (or non-changing) of the guard as the deck of power is shuffled, and that’s a popcorn-worthy spectacle. But what’s even more interesting is the construction and testing of the social contract that is the vessel that carries these individuals to power.
You might think: I don’t have anything to do with that part of the process!
If that sounds like you, and you have an issue that is close to your heart, you’re missing an important opportunity for advocacy.
What if you could influence the message as it’s being crafted, and support it once it’s launched?
What if you could influence other voters to support that message, by deepening their understanding of it and why it matters?
What if you could spend the days leading up to election day working to create the change you’re hoping for?
This is not only possible, but urgently necessary in this time of widespread misinformation, negativity and partisanship.
If you want to use your influence to advocate for an issue of importance (because at election time we are all micro-influencers), I have six tips for you.
Keep it simple
Boil your issue down to its most simple components.
What’s the problem?
Who is impacted and how?
What’s the fix?
What’s the cost?
What is the reward of implementing this change?
Why does this matter?
Package it up
Get, and then check your facts.
Trust is in short supply these days, so have the data to illustrate your cause and support your proposal. Listing reliable sources up front will go a long way to sweeping aside doubts and partisanship claims, allowing people to focus on your issue.
Decide on your call to action…what you’re asking parties/candidates/voters to do.
This could be:
Incorporating your issue into their election platform.
Providing you with an official position with respect to your issue.
Answering questions about your issue.
Sharing your content on social media.
Voting with intention.
Create your key messages.
Write 2-3 key message statements that are:
Short
Clear
Powerful
Easy to understand (small words, please)
Write a 1-page summary of your issue and your solution that includes:
The answers to the questions above
A short summary of what has been tried in the past.
Links to the most relevant research/statistics on the subject.
A short costing of the solution.
A quantification of the benefits.
Your call to action.
Create 5-10 social media posts.
Don’t forget to include supporting graphics and links that cover the issue from all sides, anticipating any questions or criticism.
Consider translation, particularly if your issue is a provincial one.
Set expectations
Share your summary document with the official parties, and with the relevant candidates (depending on the issue, that might mean all of them), and reinforce your call to action.
Follow up with a request for a meeting or phone call.
Communicate with the people/organizations impacted by your issue, and include them in meetings as appropriate.
Be clear with everyone if you are planning to reach out to the media.
Be relentless
This means three things…
Be consistent: use and re-use your key messages. You want to build familiarity and understanding, and repetition is your best tool for that work.
Don’t give up: keep at it until it’s done…and I don’t mean the election - I mean the implementation of your solution. If you don’t believe in it enough to stick with it – who will?
Expect it to fail: your issue will have good days and bad days. It will be carried for a while by someone influential, and then it will be dropped. Be prepared to pick it up off the floor, dust it off, and send it on its way again. Keep your eye on the ball, and have faith.
Build a big tent
Don’t just focus on persuading the candidates and parties to embrace your issue. That’s just the first step. Once the seed is planted, you have to build demand and set expectations among voters (see above – relentless).
Here’s how:
Share your 1-pager and your social post content online, and engage in constructive conversations.
Pitch yourself and your issue to podcast hosts and journalists.
Make introductions, so like-minded people can experience your issue first hand.
Amplify your message by:
Building a community around your issue, tasked with sharing your key messages with candidates and voters.
Engaging with the media to help tell your story.
Be polite
There are lots of problems, competing priorities, and different perspectives out there. It is a complex world. Don’t cancel anyone or burn bridges if someone disagrees with you or challenges you on the facts – sell them.
Remember, your ability to promote your issue is tied to your reputation and influence in the community. This is New Brunswick – everyone knows everyone, and people have long memories.
That’s it – and just the beginning.
If you’re going to use the upcoming election to advocate for an issue close to your heart, I’d love to hear about it. Drop me a line!
