Everyday PR

While the tools of public relations have evolved over time, the basics of research, planning, implementation and evaluation remain the most effective approach to accomplishing specified goals.  And what if your goal is to be elected President of the United States?  Then you turn to the best, brightest and most successful strategists and public relations thinkers like Barack Obama did for his 2008 presidential campaign. 

Smart Choice was one of several Clinton campaign slogans.

Based on the best-seller book Game Change by political reporters John Heilemann and Mark Halperin, here’s what I believe to be the backbone of success for the Obama campaign:

1)  Research – Know your audience.  Some politicians did (like Clinton’s large female voter base), and some didn’t (John Edwards never did get how his supporters didn’t like any philandering behavior).  From focus groups to ad testing, Obama’s camp got it right.  They tested messages in various formats and presentations before any public unveiling.  Conversely, McCain’s campaign conducted little to no research (which happened to match the amount of budget they had for such a fundamental).  Ads often hit airwaves without the candidate having seen them.  

2)  Planning- It was literally hours before McCain settled on Sarah Palin as the VP selection.  The lack of proper vetting and preparation made what as supposed to be a ”game change” announcement a short-lived bright spot. In addition, the GOP strategy lacked an overall anticipation of issues, key talking points, message consistency and ability to stay on point.  Clinton’s staff, on the other hand, appeared to overly plan, as in changing the campaign’s slogan several times in as many months. 

3)  Implementation – After initial campaign overload by Obama strategists, they adjusted their approach and schedule, which showed the ability, and more importantly the adaptability, to be fluid during this phase.  Both the Clinton and McCain camps seemed to be shooting it from the hip especially as they got closer to the  election. 

4)  Evaluation - My respect for Clinton shot way up after reading the book.  She was the only one quoted as actually having a decent reason to want to be president, and she was fiercely protective of her daughter, which tells me about her character.  However, at the end of the day, Hillary’s biggest liability was Bill, hence the painful delay in conceding to Obama.  McCain, on the other hand, fought the good fight even though he likely knew the outcome of the battle.  I respect the fact that he’s not a quitter.

If you’ve read Game Change, what other fundamentals did you find?  If you haven’t read it, you should.  Ample political poop for all sides  of the aisle.