Once a clear, concise, persuadable message developed or formulated, it is important that we use that message at every opportunity and not deviate from it throughout the campaign.
This is called “staying on message.”
It is important that every method we use incorporates the same message. Often one type of audience contact will reinforce the message delivered using a different type of audience contact.
For example, a brief thirty second television commercial can reinforce the message delivered in the literature and in the press.
By using the same message in all our audience contact, we are less likely to confuse audience who may not be paying close attention and reinforce what they have heard.
It is often said that audience have to hear the same message as many as seven times for it to sink in and register with them.
Often the opposition or the press will do something or say something that will drag us and the campaign “off message.”
If we respond, we will not be talking about the issues we want to talk about but will be talking about the issues our opponent wants to talk about.
In most cases, we should respond to any charges quickly but then shift the conversation back to the issues and the message we want to address.
It is also important that we not bury the message under too much information.
After talking to supporters, most of campaign manager often wrongly believe that audience want more information.
One should not confuse ordinary audience who may still need to be persuaded with supporters who are probably already convinced and want more information.
We can often supply this need for more information in the form of position papers or articles that summarize the main points in a one page press release that delivers the message in the first sentence.
We can further summarize the message in a quality piece of literature that grabs the audiences’ attention with pictures and headlines and doesn’t let go until our message is delivered.
This literature will be the bulk of our audience contact delivery method. If someone says that they want more information we can give them the press release or position paper.