Here's a note to both candidates regarding some fundamental tenets of public relations (see my company website at www.cioediting.com -- Cut-It-Out Communications -- for my professional qualifications).
1. First, get all your ducks in a row. Both Obama and McCain need to control their own surrogates a little more. Wesley Clarke shouldn't be making controversial remarks on Face the Nation, and Charlie Black shouldn't be fantasizing about political implications of the next terrorist attack on U.S. soil.
2. Choose no more than three talking points and stick to them. Both campaigns need to emphasize just a few themes to the exclusion of all others. I know there seem to be so many great topics out there, but the impact gets minimized when it's Iraq one day, the economy the next, and health insurance third. Bill Clinton had a way to focus when he told his campaign, "It's the economy, stupid."
3. Decide who's your target audience. It's nice for McCain to be concerned about the environment to go after independents, but his support for the Bush tax cuts tends to drive them away.
4. Pay attention to details. Things like the ugly green backdrop for McCain's speech after Obama won the nomination... And, if Obama's going to triangulate by talking about "refining" his Iraq policy, he'd better be prepared for the reaction, and not have to call another press conference to explain it.
5. Be consistent. McCain can't complain about Obama's failure to consider the realities on the ground in Iraq and then criticize him for flip flopping when he announces his trip to do so.
6. This one's primarily for McCain: Learn how to read a teleprompter already. It may be cute to brag you've never used a computer, but this tends turn off voters younger than 70. If you can't handle fundamental electronic equipment, maybe you should find a less demanding occupation.
7. Another for McCain: When your opponent has the eloquence and persuasive charm of John F. Kennedy and Martin Luther King, Jr., all rolled into one, it might be helpful to learn how to give a speech. Like when to smile, when to pause, when to pause and smile, etc. You can't hold town hall meetings for the entire campaign.
8. Stick to your strong points. I know Obama's a capable guy, but why does he want to fight the campaign on national security, his opponent's best asset? Is this a matter of egotism? And why does McCain brag about his age during every speech?
9. Provide a long-term vision. We're all sick of the daily back and forth on who said what when.
10. Don't triangulate. This favorite tactic of Bill Clinton doesn't work when there's 24/7 cable news coverage, and every word you say is being recorded for posterity.
Just a few minor tips for the pros and their campaign staffs...
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About Me
- Willy Gissen
- In 2003, Willy Gissen founded Cut-It-Out Communications, a full-service public relations agency based in Hartsdale, New York. His organization specializes in the incorporation of online activities into traditional public relations programs, primarily for business-to-business clients.
These activities include the creation of e-newsletters, the set up and maintenance of internal blogs, and the development of inbound links to maximize a client’s search engine ranking.
See his other articles at public relations instruction, and visit his other blog, New York Times Leader, for an analysis of each morning's lead story.