When thinking about running for office, many men and women who would make fine candidates back away from the prospect because they are not sure how to get their message across. They know what they believe and what they would like to accomplish, but somehow, the idea of facing the public and the press scares the thought right out of their heads. This is both unfortunate and unnecessary. Unfortunate because we cannot abandon the political playing field to the glib, slick lipped types who the provide the form, if not the substance needed for the job. It's also unnecessary, as adequate preparation will not only yield the ability to communicate, but give you the confidence to go out and actually do it.
Your Message
Before you begin your campaign, consider what it is that makes you want to run for office and what you would like to accomplish when elected. It should be from one to three main points. You can go into more detail during in depth interviews or op-ed pieces, but more than that will muddy the waters for the voters. Your campaign will be built around this message. Your goal is that when people hear your name, your message will immediately come to mind.
We can look at two Virginia Governors to see prime examples of this. When George Allen ran, everyone who was paying attention knew he wanted to abolish the parole system. Likewise when Jim Gilmore ran, abolishing the car tax was the goal both he and the public wanted. Since then others have run with less focused campaigns... and came in second. Each of these men had positions on a multitude of other issues that came out during the course of the campaign but the main point was indelibly attached to their names.
Finally, try to phrase your message in ways that the public can understand will benefit them. For instance, your opponent wants to use municipal funds to erect a statue to former Mayor Algonguin J. Calhoun. The man was popular with the community, but you know was a reprobate and scoundrel (imagine a politician with those characteristics... just don't be one), your opposition could be based on a respect of the taxpayers money and a list of unmet needs in the community that make your opponent appear insensitive to his potential constituents.
Your Stump Speech
Once you identify yourself as a candidate for office, you will be asked to address various groups like Rotary Clubs, PTAs, Jaycees, women's clubs and the like. The first thing you need to understand is that you do not have to write a new speech for each group. In fact, you should not write a different speech for each group. You should, of course, adjust the talk to each group. You may want to swap out some of your jokes for ones that have particular meaning to your audience, and modify your examples to something they may understand... but your main outline should be remain consistent.
The reason for this ties back to your message. What is it you want the public to associate with your candidacy. All this assumes you do want to be a straight shooter and not give different pictures of yourself depending on the group you are talking to. Beyond this, keeping to the same stump speech means you will be certain not to give out conflicting messages that will come back to bite you somewhere down the road.
Because of the variety of groups, venues and program formats, you should have fifteen and thirty minute versions of your talk. From there, you can adjust to most any situation.
What should be included in your speech? Take your message point(s) and flesh them out with illustrations. Back up your views... tell how you came to your position and why your ideas are better than your opponents. It's OK to have a little fun with your opponents position if you can do it with genuine humor and without hostility.
Block Quotes
Write down a list of anything you could possibly be asked, off the wall or not. Now get a stack of index cards... yes, index cards... you can refer to them anywhere and they don't run out of battery with constant use like your Blackberry. Write each question on a card, along with a brief paragraph explaining your position.
These will be sound bites heard on the evening news. You will live with these cards day and night. They are not for reference during interviews or news conferences. The idea is to review them over and over until you know them cold and the answer comes immediately to mind without hesitation. Sometimes when giving answers, it may be best to pause slightly like you are giving the matter some thought... but there is no substitute for the confidence you gain by knowing exactly what you are going to say. The deer in the headlights look isn't beneficial to a political career. Try to conclude each answer by tying it back to your message.
Flexibility
With either of these processes, it's important to maintain flexibility based on current events and developing situations. Life is a fluid and so is politics. As conditions change, do not be afraid to adapt to them in your speech and block quotes. It helps show that you are aware and in touch with your surroundings and trustworthy to take actions based on a changing environment.
What You Don't Say
Lastly, saying all the right things may be to no avail if along with that you include something that probably should not be said. During the previous election cycle, Rev. Jesse Jackson made a remark about wanting to remove some body parts of the current president. He was humiliated, his reputation was damaged... all unnecessarily. A slip of the lip also contributed to the end of Sen. George Allen's brilliant political career.
Never, and I say NEVER assume a conversation anywhere near a public venue is private. It doesn't hurt to be a bit paranoid about who may be listening in. It never hurts to really be the squeaky clean candidate you want the public to see you as. If you are the real deal, you won't have to apologize. Do your best to be the real deal, we have enough of the others already.
Your Message
Before you begin your campaign, consider what it is that makes you want to run for office and what you would like to accomplish when elected. It should be from one to three main points. You can go into more detail during in depth interviews or op-ed pieces, but more than that will muddy the waters for the voters. Your campaign will be built around this message. Your goal is that when people hear your name, your message will immediately come to mind.
We can look at two Virginia Governors to see prime examples of this. When George Allen ran, everyone who was paying attention knew he wanted to abolish the parole system. Likewise when Jim Gilmore ran, abolishing the car tax was the goal both he and the public wanted. Since then others have run with less focused campaigns... and came in second. Each of these men had positions on a multitude of other issues that came out during the course of the campaign but the main point was indelibly attached to their names.
Finally, try to phrase your message in ways that the public can understand will benefit them. For instance, your opponent wants to use municipal funds to erect a statue to former Mayor Algonguin J. Calhoun. The man was popular with the community, but you know was a reprobate and scoundrel (imagine a politician with those characteristics... just don't be one), your opposition could be based on a respect of the taxpayers money and a list of unmet needs in the community that make your opponent appear insensitive to his potential constituents.
Your Stump Speech
Once you identify yourself as a candidate for office, you will be asked to address various groups like Rotary Clubs, PTAs, Jaycees, women's clubs and the like. The first thing you need to understand is that you do not have to write a new speech for each group. In fact, you should not write a different speech for each group. You should, of course, adjust the talk to each group. You may want to swap out some of your jokes for ones that have particular meaning to your audience, and modify your examples to something they may understand... but your main outline should be remain consistent.
The reason for this ties back to your message. What is it you want the public to associate with your candidacy. All this assumes you do want to be a straight shooter and not give different pictures of yourself depending on the group you are talking to. Beyond this, keeping to the same stump speech means you will be certain not to give out conflicting messages that will come back to bite you somewhere down the road.
Because of the variety of groups, venues and program formats, you should have fifteen and thirty minute versions of your talk. From there, you can adjust to most any situation.
What should be included in your speech? Take your message point(s) and flesh them out with illustrations. Back up your views... tell how you came to your position and why your ideas are better than your opponents. It's OK to have a little fun with your opponents position if you can do it with genuine humor and without hostility.
Block Quotes
Write down a list of anything you could possibly be asked, off the wall or not. Now get a stack of index cards... yes, index cards... you can refer to them anywhere and they don't run out of battery with constant use like your Blackberry. Write each question on a card, along with a brief paragraph explaining your position.
These will be sound bites heard on the evening news. You will live with these cards day and night. They are not for reference during interviews or news conferences. The idea is to review them over and over until you know them cold and the answer comes immediately to mind without hesitation. Sometimes when giving answers, it may be best to pause slightly like you are giving the matter some thought... but there is no substitute for the confidence you gain by knowing exactly what you are going to say. The deer in the headlights look isn't beneficial to a political career. Try to conclude each answer by tying it back to your message.
Flexibility
With either of these processes, it's important to maintain flexibility based on current events and developing situations. Life is a fluid and so is politics. As conditions change, do not be afraid to adapt to them in your speech and block quotes. It helps show that you are aware and in touch with your surroundings and trustworthy to take actions based on a changing environment.
What You Don't Say
Lastly, saying all the right things may be to no avail if along with that you include something that probably should not be said. During the previous election cycle, Rev. Jesse Jackson made a remark about wanting to remove some body parts of the current president. He was humiliated, his reputation was damaged... all unnecessarily. A slip of the lip also contributed to the end of Sen. George Allen's brilliant political career.
Never, and I say NEVER assume a conversation anywhere near a public venue is private. It doesn't hurt to be a bit paranoid about who may be listening in. It never hurts to really be the squeaky clean candidate you want the public to see you as. If you are the real deal, you won't have to apologize. Do your best to be the real deal, we have enough of the others already.