Messaging for Republicans: What I Sent to GOP Leaders (Part 2)

(Part 1 - Read here; continue below)

ADDRESSING ESTABLISHMENT
One of the other well emphasized categories is “The Establishment.” To a newcomer listening into the conversation of a grassroots criticizing The Establishment they would think it was comparable to the Nazi Regime. Instead it simply means - to many grassroots - those who have been in the political arena for longer than 4:59 minutes and who do not do things according to the grassroots’ wishes.

This one is a tricky topic: So much of what is seen and heard out in the marketplace is either false (of what goes on in the inside), mis-understood, not understood with the process, or taken out of context. 

We hear lots of demonization of “Establishment”. To you and me it grows wearisome and very very old. However, we are leaders, so I suggest we rise above it and change the conversation:  

PROBLEM: When citizens point to “establishment”, ask them what they mean by that term. If they give you an answer, ask a follow up question: get them to explain and dig deeper in their words as to what they mean. To those who throw the term establishment around like the proverbial classification from hell, the term means those who are in the political arena for power and influence as their first and only priority. 

SOLUTION: You and I can clarify: Do some elected leaders need to retire? Absolutely. Do some inside the arena have selfish ambitions without the benefit of the country in mind? 100%. 

(People being in the arena that are ill-fitted to the job, is natural and a way of life. Every field and profession has people ill-placed. It is not just politics.)

However, you and I need to “reclaim the conversation” and after they have explained themselves, let them know, 

“Sure, some need to retire but most on the inside are educated, experienced, and responsible: We have learned from our experience on what pitfalls to bypass, how to be more effective, who can be trusted, what landmines to go around. So yes, we are established in experience, education, developed networks, and knowledge of how the process works with many years under our belt and we are proud of it. Next question?" 


COMMUNICATION PITFALLS
As all of us are contemplating and weighing our best way forward I’d like to offer 2 cents of wisdom: communication must become a greater priority among the conservative movement as we go forward.

We cannot (cannot) assume that our silence to the masses is going to be sufficient, or that it will quiet a problem, or that talking to our cheerleading squad of behind the scene team members will be enough. 

When dealing with a crisis - we have to get it front of it sooner rather than later: 

• Call a press conference, let citizens know “we see you, we hear you.” Be transparent with them “WE can’t tell you all the details; but there is good news taking place … and we are taking down your emails, your voicemails. WE CARE ABOUT YOU.” 
• Lean on those in the marketplace out here that may not be in the press but have vast electronic reach 
• Invite the connectors and influencers to meetings to fill them in and ask them to spread the word to others. 
• Give grassroots talking points of what you can tell them. “We cannot go into all the details but here are the top 5 priorities and things we are reviewing …” 
• Give them a place to weigh in: “Our phones are overloaded but we have established an email address and have staff taking turns reviewing feedback. Email us at “listening@house.mi.gov” etc. 

These ideas and so many more can be avenues for building partnerships and relationships among voters and leaders who have been elected to serve.

FINAL CHALLENGE 
Feel free to keep doing it the way we have been doing it but it’s not working and it’s hurting us. By not being better communicators, grassroots continue to grow in frustration. The opposition can continue to mock us as we fail to understand our own. We have a better message, and it is imperative that we learn to tell a greater story - sooner rather than later.

• Keep emails out to lists consistent, segmented (certain messages to certain applicable audiences), and brief (sorry GOP - we don’t need books every time an email goes out)
• Keep quotes succinct, witty and shareable 
• Find good stories to share and be consistent with it 
• And SMILE when you are on camera… make yourself known and be friendly 

I hope these will somehow help your team as you work hard to give Michigan (and other areas) a fighting chance. We have too much to fight for: we cannot give up on telling our story and telling it well. 

We hold hope that many yearn for and we owe it to future generations to not give up but to press on with better messaging! 

- Amy Hawkins (Jackson Michigan) is a small business owner with 20 years in statewide politics, movement building, and inspiring action for civic engagement. ​

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