Campaigns should be about educating candidates about you.

Identifying, assessing, prioritizing and responding to the opportunities and risks that the public policy environment throws at an organization is vital to an organization’s success. An organization's response to the regulatory, legislative and political challenges may include seeking to influence that change through a strategic communications plan, the media and through strategic partnerships and engagement.

 With the primary over, it is important to work pro-actively to build strategic yet meaningful relationships with key stakeholders and develop the strategies to influence public opinion and the opinions of government leaders during the next legislative session.

Elections are about change. And change is at the core an effective public affairs strategy. Public affairs professionals help companies and individuals guide the changing landscape of politics, personalities and policy. What will a new legislature or administration mean for your business?  Or a new congress or even a new committee chair?

As we know focus on the general election, take advantage of the campaign to educate the candidates about your business. Invite them in to your factory for a tour, have them meet your members and work pro-actively to develop strategic and meaningful relationships.

Building Capital in Developing Relationships

Attending trade shows and conferences can be a tedious process. For many people, it takes us away from our families, sometimes for a week or more. While our children may think we are traveling to exotic locations, these events translate into long hours walking and talking. While some use it to sell a product or service, these events should be more about developing strategic relationships.

In attending conferences:

• Know who you want to talk to
• Know what you want to say
• Be flexible and don't worry if you don't meet those that you had on your list.
• Follow up -- Write a personal note to every business card your receive, follow up with a phone call, recall your conversation and suggesting next steps
• Now make the hard sale
• Close the deal

Conferences provide an opportunity to expand your network face-to-face and before you start to sell something, it is important to have or to make a connection so then you can develop the trust and later the business.

After all, we all know why we attend these events, to learn about best practices, to spy on the competition and to get in front of the buyers. However, I personally get turned off from those trying to make the "hard sale." I get it you have something you think I can use or need but you should first take the time to see if it is even relevant to what I do or to whom I represent. But first take the time to know me and I will take the time to know you. If I can't use your product or service perhaps I know someone who does, but if you go straight to the sale. Let's be friends first and build the capital in developing relationships that are mutually beneficial. 

Lessons from the Obama Campaign for all Parties

Candidates in this election cycle can still take a few pages from the President's campaign playbook that helped him build a brand that connected with voters, such as:

1. Develop a consistent message. One that strikes a chord with the public, such as, Change, Re-invent, or Believe.
2. Have a rallying call – Your message should I part, engage the voter and give them something to use as they build support for you, such as:  Yes We Can.
3. Offer solutions.  A campaign is a great opportunity to suggest solutions to improving the status quo and why you are the better candidate.  Offering solutions instead of going negative will help you stand out from the other candidates.
4. What do we stand for. At the end of the day, based on your messaging, behavior and performance, the voter should be able to identify you with your issues and know what you will focus on once elected. 

It is time candidates engage the voter

While campaigns are a time for the voters to get to know the candidates, it is also the chance for the candidates to get to know the voters.

Sure they take their polls to see where the "pulse" is, but perhaps campaigns should be more of a listening tour, debates more like gripe sessions and elections about the people who listened best.  

Effective listening provides a roadmap for creating key messages that form the basis of a solid agenda and a plan for deploying the necessary resources to create a solid plan for moving forward.

We need to listen harder...Who will be interested in talking with us?...What are they interested in talking about?...Where and on what terms would they like to comment and become engaged.

Then, once we listen, we can participate in the conversation, share ideas, collaborate and otherwise engage each other in creating a community once again.

I know that campaigns and elections are really about politics, personalities and egos, but it also should be about public engagement, open advocacy and honesty with ourselves as to the direction we must go to move our nation / state forward.

These are the principles for 'public engagement,' created by Endleman PR.  Their philosophy of "advanced shared interests in a world of cross-influence."

Leadership is in part about "embracing chaos" for the "public good." Similarly, public opinion not only helps create chaos, it helps resolve it.

In this election, both Democrats and Republicans need to identify their key influencers, engage them and use their stories to influence untraditional voters that their party’s vision is the better one.