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POSC: Campaign Messaging and Organizing > Midterm > Flashcards

Midterm Flashcards

1
Q

1st Rule to Political Communications

A

People don’t care (as much as you do)

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2
Q

Goal as political coordinator

A

Get people to care more than they do
+small window of opportunity for message, people have different priorities

+Competition -with other campaigns, issues

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3
Q

Message Developement

A
  1. Need to develop message that is short, direct and easy to understand - cannot be too detailed
  2. A really good message - message is compelling, motivating and relevant
  3. Set Priorities - Can’t tell voters everything, start off by telling most important things
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4
Q

Message Delivery

A

Importance of Message & Message Frequency
-more frequently voters hear message, more likely they are to support it
Message Saturation - Doesn’t hit as quickly as you’d expect.

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5
Q

Candidates Biography

A

Biography is a threshold that needs to be passed

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6
Q

3 types of biographies

A

Personal, Political and Personal

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7
Q

Personal Biography

A

what the candidate has experience in personal life

Examples)
Rubio - mother maid/father Bartender
G.W. Bush - Born-Again Christian/Alcoholic in the past

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8
Q

Professional Biography

A

what the candidate accomplished in professional career outside of politics

Examples)
Obama was a community organizer
McCain was in the military

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9
Q

Political Biography

A

include the job and how well candidate did job

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10
Q

Two subgroups of Professional Biography

A
  1. What jobs the candidate has had

2. What candidate has accomplished in this job

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11
Q

3 Advantages a Biography can bring

A
  1. Provides credibility
    * record is important
    * biography is destiny (1992 a man from hope -Bill Clinton)
  2. Connection
    * what you have in common with a candidate/voter
  3. Consistency
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12
Q

Candidate needs to be able to explain why she changed his/her mind

A

Diane Feinstien Death Penalty Response

Kerry, Clinton on Iraq invasion - was for it before I was against it

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13
Q

Be proactive about mistake you made in your life

A

Hang a lantern on your problem
-figure out how to deal with it

Examples) Sanders 2016 on foreign policy experience “I didn’t vote for the Iraq War”
Bush 2000 - DUI; he was an alcoholic but then found God and no longer drinks

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14
Q

How to address issues when there is nothing biography

A

Borrow Biographical Credibility
-Ask an individual, group or organization to voage for you
NRA, PPH, Human Rights orgs, Business Commerce

Example) State of Union guests in President’s box

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15
Q

3 Elements of Campaign Message

A
  1. Campaign Rationale
  2. Campaign Theme
  3. Campaign Issues
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16
Q

Campaign Rationale

A

A single sentence, answer to question: Why am I running for office?

Examples) Obama 08 - I haven’t been in Washington long but the ways of Washington must change

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17
Q

Difficulty expressing campaign rationale

A

Teddy Kennedy - Couldn’t explain why he wanted to be President

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18
Q

Campaign Theme

A

External version of campaign rationale
-why should voters care?

Examples) Rubio - A New American Century
Trump - Make America Great Again

19
Q

2 best political themes in modern era

A

Reagan (84) Morning again in America

Clinton (96) Building a bridge to the 21st Century

20
Q

Campaign Issue

A

Matter of public policy that candidate would push for or push against
-3 Issue max

Examples)
Sanders (political reform, income inequality)
Ross Perot (balancing the budget)

21
Q

3 Guidelines to issue selection

A
  1. Candidate needs to believe issue is important
  2. Voters have to care about the issue
  3. Agreement between candidates and voters on what should be done on this issue
22
Q

Exception to issue guidelines

A

Can talk about issue that voters arent aware but candidate cares deeply about

-Message repetition used to bring issues into rationale

Examples)
Perot balancing the budget
Nader Global warming 2000

23
Q

3 Types of Research

A
  1. Voter Research
  2. Issue Research
  3. Candidate Research
24
Q

Voters Research

A

Find out who the voters are
-demographically and politically
Political Research:
how many live in voting area? SOS Website
how many are eligible to vote? SOS Website
how many are registered to vote? SOS Website
how they behave politically?What Party? SOS Website
recent voter behavior SOS Website
demographic voter research - US census website by gender, age, race, income and education (etc)
Past polling results from previous elections

25
Q

Two types of Issue Research

A

Primary and Secondary

26
Q

Primary Issue Research

A

Talking to peaple
Benefits: Cant do it w/o secondary research, emotional benefits, interactive benefit
negatives might talk to ppl not representative of population

27
Q

Secondary Issue Research

A

Reading, reasearching

Benefits: broad view of landscape

28
Q

Candidate Research

A

Two Types

  1. Opposition Research - research opponents political biography
    * Votes made, articles written, speeches made
    * taken any positions on issues that are now less popular
  2. More important: Self Research
29
Q

Mirror Opposites (Self Research)

A

Difference between candidates on corresponding aspect of biographies

  • Strengths & Weaknesses developed on instincts
  • Mirror opposite advantages - work to candidates benefits
  • Mirror opposite disadvantage - work to candidates disadvanges

REDO CAMPAIGN MESSAGES - Emphasize strength and talk down disadvantages.

30
Q

Voter Targeting

A
  1. Geographically Voter Group
  2. Demographically Voter Group
  3. Voter Interest Group
31
Q

Geographic Voter Targeting

A

involves voters who live within proximity of each other (broadcast media tv/radio)
*most efficient way is by “media market” - secondary markets as well as media markets

32
Q

Demographic Voter Targeting

A

share certain personal characteristics (age, gender, income, education, race, ethnicity)
*mail is best way to advertise (or email)

33
Q

Interest Group Voter Targeting

A

Once interest group exists, they’re already communicating with members

  • members care
  • cost effective
  • credibility from group’s leadership
34
Q

Interest Group Definition

A

collection of individuals who work on behalf of issue or issues

35
Q

Characteristics of a successful interest group

A
  1. Mass base - a lot of ppl (more ppl = better chance of success)
  2. Geographic concentration
  3. Focus on single issue
  4. Shared demographic status
  5. Access to resources - money and time
    * resource investment - level of commitment
36
Q

Professional Commonality

A

Successful interest group often shares same ideas

Example)
Business commerce members are likely to be for low taxes
Teachers union likely to be more left as government provides their pay.

37
Q

Targeting of Voters (3 kinds)

A

Saints - Agree with me (40% of electorate)
Sinners - Disagree with me (40% of electorate)
Salaveagables - Swing voters (20% of electorates); voters that have voted for both parties in past elections

38
Q

3 communication goals

A
  1. Saints - motivate them
  2. Salveagbles - persuade them
  3. Sinners - communicate but don’t provoke them.
39
Q

Swing Vote Approaches

A
  1. 80-20 approach - 80% into salveagables
  2. Base-motivation approach - motivation approach
    • 3 challenges
    • can drive salvagables away
    • makes governing more difficult
    • care less than most voters
40
Q

Message Deliver - Through the new media

A
  1. Concept of visual and nonverbal message reinforcement
  2. Setting priorities - one message at a time
  3. Idea of media relations - working with reporters
41
Q

New Event Types - Visual Message Reinforcement

A
  • Endorsement Events
  • Issue position event
  • Announcement of candidacy - Answer 5 W’s
    1. Who is the candidate? family? endorsers?
    2. What? Announcing Candidacy
    3. Why? Rationale for running
    4. Where? 3 wheres
    5. When? Day and time of week
42
Q

What to avoid with when of events

A

Avoid mondays, fridays, weekends and late nights

43
Q

3 Wheres with events

A

Location of the event
Setting - where in the location
Backdrop - what will audience see (through TV frame)

other: what they’re wearing - no hates, no kids

44
Q

Reporters notice of events

A

Give reporters advance notice of event 3 times

-one full week in advance (news advisory)

POSC: Campaign Messaging and Organizing (1 decks)

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