Sun Communicators' Group Blog

Communications Lessons from the Presidential Campaign Trail

Being a NH resident, I can't help but watch how the candidates for US President communicate.  We have the opportunity in the Granite State to actually see the candidates up close and personal for a full year+ before our 1st in the Nation NH Primary - scheduled for January 8, 2008.

I recently caught myself watching the actual communications styles and tactics of the candidates more than paying  attention to the issues!  I'm always looking for some best practices to use in my communications role at Sun (and worst practices to avoid!), and the campaign trail is a treasure-trove of examples!

Compared to previous elections, Internet technology has a major role in all of the candidates' communications plans this time around.  This change began in 2003 when Howard Dean was noted for his innovation using his website for fundraising the during the last campaign. (I met him in Aug 2003 when I was asked to introduce him at a media conference focused on the environment and Superfund.)   While he was innovative with online communications, he was also really good with Communications 101 Techniques too - I even received a handwritten thank you note from him  only 5 days after the speaking engagement.

A quick handwritten note is definitely a best practice that should be used more in the corporate environment - Scott McNealy is very good at this.  When he was CEO, it was always a thrill for employees to receive that occasional inter-office envelope with his name on it in the FROM line.

In my interest to get the know the current candidates and to see their varying e-communications styles, I've signed up for many of the candidates' email lists (I have also unsubscribed from several because there's just too much junk mail!) Some candidates also have 'groups' on Facebook and MySpace.

We're seeing the news media use Social Networking tools  as they cover the campaign - like last night's Republican Debate on CNN where questions were asked via YouTube submissions and the extensive campaign website that the local NH ABC affiliate (WMUR) has created.  I love the way the web provides tons of info at my fingertips - and for the campaign, it's info that wasn't available not very long ago.  I also love how YouTube at the debates allows people across the country,  who don't have access like I do to the candidates, to have the opportunity to be able to proactively participate in our democratic process.  (Was it me or did some of the candidates at both parties' YouTube debates seem a little uncomfortable?)

Yes, there is a lot to be learned here for the corporate communicator. 

Some of the learnings that stand out in my mind today:

1)The Basic, in-person, 1:1 connection has a huge impact. 
I met Hillary Clinton earlier this year.

During the few minutes that we chatted,  Clinton looked me in the eye and seemed to express a sincere interest in what I had to say. I remember that meeting vividly and while it made a positive impact on me, the lack of follow up from her campaign staff was not as positive.  I hear constantly from other campaigns about events and forums, but have not received one bit of follow up to the campaign where I personally provided my contact info.
Lesson:  While a first impression can be positive, the lack of followup can leave a lasting un-impression.

2) Mix your e-communications with traditional communications techniques.
Saving room for a pic to go right here! ;-)
Last evening,  I received a telephone call from the Obama campaign.  (Knowing that I, a NH resident, play an important role in the early stages of our presidential election process, I never hang up on these calls and always give the volunteers a few minutes to tell their story.....it just seems like the right thing to do!)     

The phone volunteer asked me if I could attend the rally on December 9th when Oprah Winfrey comes to NH to campaign with Obama.  (Of course, I said yes and hope that I really get to go so that I can blog about it here and maybe even have a picture to add!- - - Talk about a communicator with influence!)  I have to admit that I liked getting that personal call.  I'm sure that there is also a message in my personal email box for the same event, but somehow, I feel more confident that my verbal RSVP will make it thru the system.  (But perhaps if I sign up online too, I'll double my chance of getting into this event?!)
Lesson: Those old AT&T jingles - 'Reach Out and Touch Someone' still ring true (pardon the pun).  Use the voice option on your phone sometimes instead of depending solely on texting/email  - you can create a more personal connection.

3.) Know (and respect) Your Audience.
This past weekend, several of the candidates were represented at our local Holiday Stroll event.  Drawing over 30,000 people, apparently some candidates and their staffs thought this was a great place for candidates to 'press some flesh' with just over a month until we open the polls in NH.  

The two key candidates who showed up, Giuliani and Romney, were surrounded by huge mobs of media (they had been exchanging 'words' via media soundbytes all last weekend.) Both seemed to forget about the 30,000+ potential votes that were at the event.  While I was only feet away from both candidates at different times of the evening, their 'entourages' and swarms of media blocked access to 'the people.'    (I thought it was just me being observant about this until I started to see letters to the editor of the local paper that the presence and behavior of the various campaigns present was actually a lowlight of the event.)
Lesson:  Be respectful of the audience you are trying to communicate with and don't change the agenda of the meeting to suit your own needs. 

With just over a month until the actual primary in NH and the barrage of candiates coming thru - I'm sure I'll have a PART 2 to this Communication Lessons entry in a few weeks.     Stay tuned!

Share YOUR communication focused observations by posting a comment to this blog entry.
 

Posted at 01:59PM Nov 29, 2007 by sandyb in Best Practices  |  Comments[0]