Understanding media key in getting the right message out to the public
We are about one week away from the night of the federal election. This night will mark the end of some political careers and the start of a bright future for others. As we enter into the final leg of the campaign, I encourage you to closely observe how well each party is getting their message out through the media as there is no question that the effectiveness of communicating a message is essential to winning votes.
Getting a message out to the public can be a challenge, especially in a world that consists of an abundance of media. The key is to understand the reach of each media and its bias. You then want to target the right media with a message that is tailored to move easily through the filter of that media you choose to relate with. Some organizations get this and some don't. The organizations that do understand and will implement their communications actions based on this fact are the organizations that will succeed in communicating with the public.
Many communications lessons can be learned from observing a political campaign. For example, take a closer look at how each party is protrayed the next time you consume media and decide on what you think each party is trying to tell you. Then take some time to either visit the websites of those parties or talk to their candidates to see if the perceived message matches the actual message. You will likely be surprised.
The 2008 federal election will leave us with many lessons about dealing with the media. I can think of a few right now. Why is Elizabeth May so popular with media and how will that popularity influence voting for the Green Party? How will the media's rather negative protrayal of Stephane Dion influence the Liberal Party's election results? How will the Conservative Party's tightly-controlled communications strategy influence voting for that party? How will the NDP's communications focus on protraying Jack Layton as a valid choice for Prime Minister influence that party's election fortunes?
There is also the question of how the Internet will affect voting habits. Many major networks have jumped on this issue and some of the parties have put together excellent Internet communications strategies. The Internet will likely not have the same influence as in the United States but it is likely that it will indeed have an influence.
Yes, there are many lessons to be learned from this election. I encourage you to pay close attention.
Mark Taylor is a columnist, former correspodent for the Globe and Mail, communications specialist and founder of Fredericton-based communications firm Delora Media. You can visit the company's website at www.deloramedia.com
Delora Media will hold many communications and media relations training opportunities this fall such as a 'Marketing Well With Little or No Money' seminar in Moncton on Oct. 27th and a seminar for organizations in the food processing business on Oct. 20th in St. George. Visit www.deloramedia.com for more details.
