Let’s start with full disclosure: I generally support President Obama and the Democratic Party. I usually avoid politics in this blog, but there are a few public relations lessons to be learned from Election Day 2014.
It’s generally agreed that Democrats suffered significant setbacks, losing several governorships, House seats, and the Senate majority. I believe a combination of tactical errors caused their losses, while a consistent strategy propelled the Republicans. The news media also played a significant role in influencing this election’s outcome.
Let’s look at some PR maxims and how they relate:
1) Accentuate the positive — PR people promote the good stuff. But Democrats never took ownership of significant achievements. Under the party’s president and the Senate majority, the country avoided a depression, has lower unemployment and higher stock prices, millions more have health insurance, the environment is better protected, two wars are over, and Bin Laden is dead. The Dems didn’t run on their positives.
2) Be consistent — PR people understand branding. Republican candidates never strayed from their umbrella theme that President Obama is a failure and, therefore, so is anyone from his party. This relentless messaging helped propel GOP candidates to victory.
3) Support your organization’s leadership — PR folks know it’s never constructive to badmouth the boss. Democrats not only gave in to the constant focus on Obama’s lower approval rating, they ran from him and some actually denied ever supporting him.
4) Understand the media’s hunger for contests — Journalists and pundits know that drama is good for ratings. Because they were highly focused on Obama’s approval numbers and Democrats’ efforts to avoid him, the election’s outcome became a self-fulfilling prophecy. There was little discussion about issues, and few policy questions put to the politicians who have blocked Obama’s every move. Instead, a shift to the GOP was framed as a possible solution to the gridlock that was purposely created.
5) Communicate your successes — I say President Obama has been pretty inadequate at highlighting and articulating the good things he’s done. PR people know that lack of information breeds misinformation.
OK, that’s my election analysis as it relates to PR maxims. Your thoughts?