[cpac recap] Priority #1: Your Message

We all have Alzheimer’s because your mind retains basic ideas for only 16 days. It takes 7 repeated impressions for a message to be absorbed. — nationally syndicated columnist Joel Mowbray

Mowbray, an energetic speaker in his 30’s, is a media expert: he knows how much to tell the press, and precisely when so it makes the greatest impact.

Combine that knowledge with preceding speaker Christopher Doss, whose campaign work and historical studies collide in his talk on how to best craft your political message… What you get is uncommonly useful ideas for public activism.

A Leadership Institute veteran, Doss kicked off the morning with a selection of quotes from our Founding Fathers:

“Even under the best forms of government those entrusted with power have, in time, and by slow operations, perverted it into tyranny.” – Thomas Jefferson

“I believe there are more instances of the abridgement of the freedom of the people by gradual and silent encroachments of those in power than by violent and sudden usurpations.” – James Madison

“The issue today is the same as it has been throughout all history, whether man shall be allowed to govern himself or be ruled by a small elite.” – Thomas Jefferson

Freedom must be worked out in each sector of society. There is no shortage of ideas to increase freedom—but how can we mobilize others around that message and make it viable? Doss and Mowbray use a simple formula.

M = E*C³ or Message = Emotion multiplied by (Credibility x Contrast x Connection)

Here’s how that formula works in real life…

Say your Message is limited government. How can you rephrase that? Coining the phrase “partial-birth abortion” and getting the media to use it won that debate for the pro-life cause.
– A Congressman can get his emotion into shrinking the state, because it’s directly related to individual freedom in America.
– To have credibility, this Representative must refuse the subsidies that many in his district demand.
– Such a bold stand also shows the contrast between this leader and the opposing candidate. (Republicans had no contrast with Democrats in ’06 and ’08, thus they lost.)

– Where many fumble is connection. To sustain your message, the folks who care about what you say need reminders on what it is, why it matters and how it’s playing out today.

Once you’ve thought through the Message Formula, dealing with the media becomes easy. Just stay on message. Reporters are not the enemy, but their goal is to put words in your mouth… through their questions.

It’s a balancing act to answer questions satisfactorily, while not giving the press much selection about what to print. Your message should make it into any answer (President Obama is a master at this).

Bottom line: stay on offense with your message and it will go a long way.

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