How To Run A Political Campaign

Good Campaign Models

I was chatting with a think tank whose work I admire a great deal.

Their head explained how they engage in changing public policy decisions.

Issue Management Plan

• Analytic Work: Papers, conferences, talks – intellectual ammunition
• Marketing/Communication: reaching out to the relevant audiences for this issue
• Alliance  Building: seeking to craft the strongest force for change feasible);
• Advocacy: using the appropriate tool – litigation, legislator contact, regulatory contacts) to affect change.

This shows a degree of thought into their craft that few organizations bother to embark on.

Other Ideas for Winning

I would supplement this with:

• Understanding your audience : too little time is spent looking to better understand the men and women you are trying to influence. Would you try and influence a devout Puritan by reference to a speech by the Pope?

• Critical pathways: how can you influence your target audience. If you are trying to make everyone support you or vote for you are likely going to land up with very little support. The trick is to understand whose support you need and find ways to get their support. As in life, the best way is to meet them, pitch them your case (in a way they understand and resonates with them). If they won’t meet you, get someone they like and who they will meet with to put your case.

It is Not About You – It’s About Winning

Finally, I would add, things often are not how you (or your client/cause) see things. Most people are not interested in science, your cause, issue. Most of the time people fall down by thinking that their key audience are as interested  (obsessed) as they are. Now, I think believing in what you are doing is key. If you don’t believe what you are doing is right and for the greater good of all your job is going to be hell of a lot harder. By a quirk of nature, the lack of belief will come across in your work.

I’ll come clean. I am interested in European fisheries policy. I have been working on this issue on and off since I was about 21. That is a long time!  And, I found out after a few years they really are not many people that there are many people who are interested in the issue.

But, I managed to get the issue into the press and into politicians and Minister’s mail box. How did I do that? I tended not to make the pitch about fisheries – that turned people off. I talked about the mafia  and the late Col. Gadhafi, that got their attention. Fortunately, it was all true. I told a story, used good video images when I had them or info graphics these days- to make the story real, emotional, and  something people wanted to supported.

The result, we tended to win, not precisely on our own terms or on our own agenda. But, winning is a very nice feeling, and whilst people may not be really interested in your pet issue, they have voted the right way, and that’s all that counts.