An influence campaign during an election is only as strong as its messaging. In other words, content is king.

Too often, organizations rush to share content without considering their objectives and audience, therefore sending out a diluted message.

Before launching any sort of communications plan (be that one tweet or a full orchestrated campaign), an organization must establish three things: objectives of the campaign, target audiences and key messaging.

After deciding upon your objective and audience, both of which should be obvious by election time, you must develop key messaging. This must be sweet, short and simple.

Most often, your key messaging should be no longer than 2-3 major issues that you plan to bring to the table. These points need to be powerful, emotive and political. Following that, you should build out secondary messaging that supports your points (stats, facts, anecdotes, etc.). Combined, these points of primary and secondary messaging create your message box.

Immediately, your message box should be distributed to every staff member who may face the media during the election, as well as all members who may have the opportunity to speak to a candidate. This message box should exist as your go-to for answers and guide all external communications.

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