A prime example is an association of judges whose members were threatened by new merit-retention elections. Instead of needing only a majority of votes to retain their seats, the judges needed more than sixty percent. So some veterans were being thrown out by voters because of a perception that the judges were not responsive to the average person.
When is the last time you saw a judge personally campaign for election? Judges like to be above the political fray and rightfully so. However now, in order to get votes, they were being forced to participate in the political process. That meant speaking at campaign rallies, marching in parades, and being more aggressive about seeking campaign dollars.
The Impact of Training
The judges association wanted spokesperson training for its members to make their campaign messages clear and concise. After all, they now had to seek media interviews and public appearances. The training emphasized turning perceived negatives into positives, for example:
- The judges’ image of “stodgy and unresponsive” was now more accurately described as one of “toughness and independence”.
- Instead of being “forced to campaign”, the judges now had “the opportunity to get to know their constituents better” and vice versa.
- The judges were now able to present their excellent records and show how their decisions had positively affected the public. This built credibility with the public and the news media.
Before any association member can deliver your message effectively, it is important to follow these tips, as the judges did:
- The most effective way to get your message across is through credibility.
- Don’t wait for a crisis to build your relationship with the news media.
- Be as open as possible.
- Remember that a reporter is paid to be cynical, so you must be able to document what you say.
- Stay away from negative words, even if the reporter uses them.
In the judge’s example, attitudes were changed. The result was the judge’s association helping its members build a more positive and accurate image through openness and credibility. The judges, its association and the public benefited. And yes, the rest of the judges were re-elected.