How to Craft a Core Political Campaign Message - National Democratic Training Committee

How to Craft a Core Political Campaign Message

By Erin Vilardi
45 min
Messaging & Communications

What You’ll Learn

  • Develop a clear and concise core political campaign message for your campaign
  • Use storytelling to effectively communicate with voters
  • Cultivate the skills to stay on message, whether you’re speaking to a group of voters or the media

Why This is Important

Before you can start talking to voters and building support, you need to know what you’re going to say to them—you need to develop your core political campaign message!

Key Resources

  • Political Campaign Messaging Worksheet: Find Your Story
  • Political Campaign Messaging Worksheet: Find Your Why
  • Core Message Rubric
  • Practice Prompts: Staying on Message

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Erin Vilardi


Founder & Executive Director, VoteRunLead

Erin Vilardi is the Founder and Director of VoteRunLead, a national organization leveraging technology and training to accelerate the number of women in civic and political leadership. She first launched VoteRunLead as Vice President of Program and Communications at The White House Project, establishing the largest national political training program readying women for public office and civic life, training over 15,000 women.

Erin has served as a leadership development consultant for a range of clients, including the Yahoo! Business and Human Rights division and Athena Center for Leadership Studies at Barnard College, Columbia University, where she developed the Athena CORE10©, an innovative set of leadership competencies for 21st century women leaders based on the latest research and gender analysis. She has worked with a diverse range of clients including Fortune 100 companies, global girls initiatives and the U.S. Department of State, reaching women leaders in a dozen international cities.

Erin serves on the Advisory Boards of Girl Meets World, the New American Leaders Project, and is on the Leadership Teams of Vision2020 and Political Parity. She is an Executive Producer of Ann Richards' Texas, a documentary about the late pioneering governor. She has appeared on CNN, BBC, and Fox News and her work was featured in O, The Oprah Magazine as well as numerous international and domestic articles on women and leadership.