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I feel we
are all
islands —
in a
common sea.
—Anne
Morrow Lindberg
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Communicating Our Message |
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The best way, the only way to effectively
communicate our message, is
for all of us to use the same phrases and speak in similar ways.
It works. Want proof? Check the
election results. When Newt Gingrich introduced his
"Contract with America", written by language strategist
Frank Luntz,
power shifted away from Democrats. The
reason is simple: unified language is powerful. People are busy,
politics is
complicated and a clear message is critical. We've got to make what we say easy
to follow and memorable.
Begin by giving our communications
meaningful themes by using our values. Repeat our
catchy metaphors. Infuse what you say with honest emotion.
When we learn to speak in unison, we'll be heard and quickly understood across a wide
spectrum of people.
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It
only took 120 years:
—American
women earned the right to vote with the passage of the 19th
amendment to the U.S. Constitution, 1920
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 The Power of Theme and Repeat
Guided by our values and inspired
by our vision, Progressives create forward-thinking programs that lift
Americans to greater heights of security and prosperity.
We are determined to protect the American Dream for every
American at every stage of life, from childhood through old age.
Our programs and policies represent effective, accountable
and responsible government. When you think of progressive Democrats,
think of us empowering Americans to live up to their highest potential,
making America strong.
Take a look at these issues. Notice they are framed using our values (health,
fairness, ethics, strength, protection) and not the more distant
labeling that obscures understanding (deficit, abortion,
environment).
If we are to compete with the
disciplined radical Republican's message machine, we need to learn
and repeat the concepts on the following pages. Read,
theme and repeat. Learn message discipline and teach it to others.
Do this as if your future depends on it. It does.
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Insurance Policy: Social Security
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A Moral Economy
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Environmental Health and Protection |
Equal Rights |
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Ethical Foreign Policy |
Strength in Education |
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Healthy
Families |
Fair &
Effective Taxes |
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Family Planning |
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"Republicans
approve of the American farmer, but they are willing to help
him go broke.
They stand four-square for the American home— but not for
housing.
They are strong for labor— but they are stronger for
restricting labor's rights.
They favor minimum wage—the smaller the minimum wage the
better.
They endorse educational opportunity for all—but they won't
spend money for teachers or for schools.
They think modern medical care and hospitals are fine— for
people who can afford them.
They consider electrical power a great blessing—but only
when the private power companies get their rake-off.
They think American standard of living is a fine thing—so
long as it doesn't spread to all the people.
And they admire the Government of the United States so much
that they would like to buy it.
"
— President Harry S.
Truman |
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