Selecting the right policies for campaigning is crucial in determining election outcomes. As the European Elections of June 2024 draw near, political strategists across Europe are planning to engage and convert audiences into supportive voters. While communication-centric campaigns require a nuanced understanding, particularly within the constraints of limited party resources, their role in captivating and retaining voters is indispensable.
This article delves into five vital communication-centric tips for selecting policies that not only resonate with voters but also drive compelling and persuasive campaigns.
1. Start with the basics: align policies to core values
For any campaign to succeed, it must resonate with the electorate’s core values. Candidates should exhibit a genuine commitment to their beliefs to win over voters. Identifying these core values is crucial for political parties, as they form the foundation for their manifesto. By prioritising issues that align with their candidate’s strengths and appeal to their target audience, parties can build a more effective campaign strategy.
2. Talk to the media: find out which topics matter to them
As a PR professional, I can attest that regardless of the importance of a topic for your party and your electorate, if the media does not actively include it in the public sphere, you are risking quality “air” time. One must rely on something other than what is good TV or what will make the front of websites on which to base their policies and campaign strategy. A skilled communications professional can bridge the gap between audience interests and media appeal.
For instance, a trusted journalist tells us that the topics of quality of life, inflation, and the housing crisis are picking up in January. If this trend continues, you could include it in your campaign strategy to win influence and publicity.
But—there’s a catch. Sometimes, the core themes that align with your voters might be attractive to the media but create other issues due to the political landscape. We know, for example, that voters and the media care about migration. But it’s a topic subject to loaded discourse and emotional triggers.
Political campaigns often grapple with the challenge of addressing complex and sensitive issues in a way that resonates with voters and effectively conveys their message, and that is why it’s beneficial to include the communications perspective when picking and choosing your core policies for your campaigns.
In such cases, parties should balance addressing the issue head-on and avoiding the pitfalls of divisive rhetoric. Effective communication on sensitive issues requires a collaborative approach that brings together policymakers, campaigners, and communications professionals to find the right balance.
3. Leverage an emotional connection
Emotions significantly influence voter decisions. By pinpointing issues that resonate emotionally with the electorate, parties can tailor their policy messaging to forge an emotional bond. Methods like online surveys, canvassing, and social media interactions aid in identifying these key issues. An emotionally compelling narrative, like Obama’s 2008 campaign, can profoundly impact voter support.
Emotions significantly influence voter decisions. By pinpointing issues that resonate emotionally with the electorate, parties can tailor their policy messaging to forge an emotional bond. Methods like online surveys, canvassing, and social media interactions aid in identifying these key issues. An emotionally compelling narrative, like Obama’s 2008 campaign, can profoundly impact voter support.
4. Frame your policies positively for voter support
Thorough voter analysis leads to effective policy framing. After understanding your audience and evaluating competitors, select campaign topics that can be framed positively. Instead of focusing on problems, highlight the benefits your policies will bring, fostering a hopeful and optimistic narrative. Moving away from negative framing can set your party apart and appeal more to progressive voters.
5. Proactively addressing policy criticisms
Every policy is subject to criticism. Political parties should anticipate potential criticisms and be ready to provide well-reasoned responses. Acknowledging the complexities of specific policies while offering solutions or clarifications demonstrates a commitment to open dialogue. By addressing concerns head-on, parties can build trust and credibility with voters, showcasing their responsiveness to the needs and reservations of the electorate.
Elevate campaign success with these essential tips
Choosing policies is more than their substance – it’s about communicating them effectively. From audience understanding to narrative consistency, these five tips provide a roadmap for political parties to select and advocate policies that truly resonate with voters.