Nib #120 Say Something a Little Bit Different
Congressional leaders tend to think of big policy debates as binary affairs — support Bill X or oppose Bill X. If they had their way, every elected official, pundit, or spokesman on their side would repeat the exact same two-sentence talking point. They call this “message discipline.”
Except that’s not what message discipline is. Message discipline is when each spokesman sticks to his or her best message over the course of a debate. It does not mean that 300 different spokesman all parrot the same message.
If Ted Cruz and Susan Collins — or for that matter, Elizabeth Warren — both support something, you don’t want them making the same case for it. You want them making distinct cases tailored to the audiences they can best reach.
Young congressional communicators: don’t work forward from the messaging of the speaker or the committee chairman or that one pundit you like. The people who you’re trying to reach may not trust those guys! Instead, work backwards from your boss’s audience and make the case that will appeal to them.
When it comes to strategic communications, intentionally saying something a little bit different is a lot more effective.
Until next week… keep writing!











