What You’ll Learn
- How to incorporate your candidate’s voice and story into political campaign messaging
- How to create a message guide for your campaign
- How to create a storybank for your campaign
- How to write talking points for events and interviews
Why This is Important
Ownership of your political campaign message(s) is at the heart of your work as a communications professional, and your candidate’s story and policy priorities are at the heart of intentionally constructed messages. Campaigns that consistently articulate well-tailored messages and connect to their many audiences will be much more likely to succeed than those that adopt a one-size-fits-all approach to communication.
Key Resources
- Example Message Guide
- Example Storybank
- Talking Points Worksheet
Related Trainings
- Political Campaign Messaging Basics — Understand the difference between campaign message and messaging, and apply foundational message development skills.
- How to Craft Your Core Political Campaign Message — Use storytelling to develop a clear and concise core message for your campaign.
- Using Personal Stories to Connect with Others — How to identify the building blocks of a personal story that is responsive to your audience
Morgan Harris
Trainer
Morgan Harris is founder and managing partner of Acacia Consulting Group. He has served as a communications consultant for campaigns of all sizes, including gubernatorial, congressional, state legislature, mayoral, and city council races. An expert in message strategy and delivery, he has more than 20 years of experience in public relations and marketing, handling clients including Walt Disney Pictures, Pixar, IFC Films, Netflix, Paramount Pictures, IFC Films, and Cirque du Soleil. Morgan lives in Chicago with his cats and his Netflix account.
