Communicating Your Political Message International Republican Institute Steve Pier Amman, Jordan July, 2008

Political Message – Platform Your platform should contain your entire political message. Preamble Goals Philosophy of the Party (to justify goals)

Political Message – Platform The Platform should not be something that is widely used. It is a single document to guide the party. All literature should be much shorter and to the point.

Platform Communication Communicating your platform if no different than any other type of public relations campaign.

Platform Communication What makes an effective Public Relations Campaign?

Platform Communication Principles Of Messaging Components of Public Relations

Platform Communication Principles Simple Short Solution Based Don’t Litter -or- Throw your trash in the bin Coordinated MEMORABLE

Platform Communication Simple Must communicate on a level that the voters understand. Must be aware of both sophistication of audience and interest in the subject. Five levels of communication

Platform Communication Short Most people are too busy to dedicate a lot of time to politics If you can’t communicate your basic message in 30 seconds or less, you are being too detailed.

Platform Communication Components Logo Slogan Sound Bite

Components Logo A Tale of Two Logos

Components – Logos Other Effective Logos

Components - Slogan Short and Simple Catchy Rhymes and Alliteration Solution Based

Components - Slogan Just do it Life’s Good

Components - Slogan Other Good Slogans IRI – Advancing Democracy Worldwide GE – We Bring Good Things to Life Volvo – For Life New York Times – All the News that’s Fit to Print.

Components – Sound Bite A sound bite is a statement made in 30 seconds or less that includes your basic message about a topic. It is designed to be certain that the statement makes it into the short time allowed on TV and Radio interviews and in the newspaper. Can’t have too many.

Public Relations Campaign Slogan and a Sound Bite Write a 30 second statement explaining what your party hopes to accomplish if elected and why they should vote for you. Write a Slogan for your party.

Thanks Many thanks to Mr. Paul McCarthy IRI Amman Nike LG Mom and Dad Texas Department of Transportation Keep America Beautiful Committee Sheraton Amman Ronald Reagan London Dairy The good people of the Hashemite Kingdom of Jordan

God Bless Texas