During election season, it’s impossible to ignore the constant barrage of messages hitting our devices. With over 27 years of experience in the political arena, I’ve seen firsthand how the principles of message discipline remain steadfast, even as the methods of delivering those messages have evolved dramatically.
What’s striking during this time is how emotionally charged people can become when confronted with political ads or messages they perceive to be misleading or taken out of context.
Friends and family often express their frustration, but I remind them that the repetition of these messages is intentional. Campaigns do this because repetition works—they know that if a message is repeated enough times, it will start to stick. There will always be a segment of the population that begins to believe it, and that’s precisely what the campaign is counting on.
Successful campaigns also use a network of surrogates to amplify and reinforce the message, making it seem even more credible.
This tactic isn’t limited to politics. I’ve seen it with clients who feel like they’re constantly battling to educate the public against misleading studies or agenda-driven messages created by activists in a given policy arena. These activists often commission studies to support their positions and then use a network of bloggers and media contacts to push their narratives.
Over time, these messages gain traction, and even reporters start quoting them. This strategy has been used effectively for decades and continues to expand across social media and other communications networks.
The takeaway here is twofold: First, repetition of the message is key—it’s how ideas are planted and grown in the public consciousness. Second, while it can be frustrating to hear repeated messages, especially when they’re misleading, it’s crucial to understand why they’re being repeated and how they’re being used against you.
Learning from these tactics can help you better prepare your messaging strategy and ensure the noise doesn’t drown out your voice.
Consistency is essential to being heard and believed. In the fast-paced world of public affairs and public relations, repetition isn’t just a tactic—it’s a necessity.
Consistently using these methods is not just about making a lasting impact—it’s about survival. For some organizations, it can mean losing members, shutting down, or surviving to fight another day. Whether you are trying to influence public policy, shape public opinion, or ensure your organization’s voice is heard, consistently repeating and reinforcing your core message is key. This strategy isn’t just for major brands or political campaigns; it’s essential for any organization that wants to thrive or survive in today’s challenging landscape.
Read Part 2: Take Control of Your Narrative and Push Your Message Forward
