I don't have a ton of time so I'll get right to the point: The Republican's PR is horrid.
The Democrats PR is fantastic. And don't blame the so called "liberal media".
This is a lesson in a marketing & PR basic "REPETITION OF MESSAGE".
I just visited the web sites of the Republican National Committee and the Democratic National Committee.
On the DNC web site their message comes through loud & clear "we're for the people!". EVERY headline on the site is a search engine friendly sound bite. EVERY headline succinctly communicates exactly what they want the public to think about a given topic. They have front page articles about every single message they want to communicate to ensure that the public (& search engines) are GETTING THEIR MESSAGE.
Our visit to the RNC web site observed the following: no clear message. In fact, it confirmed our suspicions about the republican PR leaders' idea of what to say and what the American public thinks. (More on that later).
The headlines featured peoples names more than actual messages and were frankly, boring. There is obviously an assumption that people visiting the site know what they're looking for. BIG PR MISTAKE.
The democrats definitely understand that political approval is ALL ABOUT MARKETING. It's a sales pitch. Period. No one epitomises this more than James Carville & Bill Clinton. James Carville being the master strategist and Bill Clinton being the master executioner.
The democrats online PR & marketing is strong, clear & syncronized with their well planned, established & worded off line messages. Whenever you see a democrat on television, they have their message down pat. They don't try to reason they just spout their message over and over. It doesn't matter what the other guy says, they just keep spining & repeating their message.
Not since the days of Newt Gingrich and Rush Limbaugh on TV have the republicans had even a glimmer of this type of synchronicity. And the election year they had it was a sweep. Remember that.
If President Bush and Congressman Delay want to win this battle and actually get their plans approved, they're going to have to drastically change their public relations and marketing strategies.
Our basic recommendation is to follow the model from the days of Newt & Rush, add a little Carville & bring back William Kristol.
--- By Toli Cefail
Toli Cefail has been a marketing professional for more than 20 years accross a variety of industries from telecommunications to urban fashion. She currently is co-founder of the leading online media companies Data Resource Consulting and In Touch Media.
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