The formal
announcement is a press event, a photo op, a chance to drive home a central point
about your candidacy…a key point that you want in the lead paragraph of the
story and the sound bite on the evening news. There are certain things required
to make it successful-press coverage, a crowd, a central message, and a
strategy to keep you in the news during the days that follow. All require a
little advance planning.
The Press. I nearly always have my clients sit
down for one-on-one interviews with key reporters before they make a formal
announcement. It is a chance to let a reporter know what makes you tick, what
your priorities will be, a chance to share your story, events that have
affected your views, and why you think the way you do. One on one conversations
increase the likelihood that the reporter will cover your announcement. As you
approach your announcement day, be in touch with the reporters by phone…they
will be more likely to show up if you do.
The Crowd. If you want 150 people at your
announcement, you need to invite double that number three weeks in advance and
badger them on the phone and in emails about showing up. The invitations do not
have to be expensive fancy, but they should be graphically interesting and
absolutely clear about the time, date and place, with your phone number and
contact information.
The Speech. Don’t try to write it the night
before. Good speeches take time to craft, and a great delivery requires
practice. Ideally, you’ll be able to deliver it without a script. It will have
applause lines, and be woven in a way that allows you to repeat your central
message several times. Usually I begin working on the announcement speech for
my clients three weeks before the event. We often go through several drafts,
and we always schedule at least three practice sessions.
The
Post-Announcement Roll-out. Have a plan in
place to capitalize on coverage of your announcement so that you can turn it
into more than a one-day story. Announce a big endorsement a day or two after
your formal announcement. Or advise the press of your travel schedule—speeches
you are giving or groups you are meeting with. Have an 400-600 word op-ed ready
to go to newspapers that lays out your rationale or a policy position you
discussed in your speech. Schedule some one-on-one interviews with TV or radio
stations a day or two after your announcement and then issue a release about
what you said in the interview.
Some other
things to remember about Announcement Day.
1. Make the reporters job easy. They should have a hard and
electronic copy of your speech. Make sure they have a good head shot of you and
an accurate biography.
2. Make it easy for any television and radio outlets to get the shots they
want with high quality sound. Often it is helpful to have a riser so
that TV stations can get a good shot. It is always advisable to rent a mult box
connected to high quality hard wire microphone at your podium.
3. Treat the people who attend your announcement well. Light food is a nice touch, but far more important is
individually thanking the people who attend.
4. Your announcement day is not one for Q & A. Do your speech, and be done. Do not offer up a
post-announcement press conference, otherwise the news will be the way you
answered a question and not what you said in your speech.
5. Make sure you have your own cameras recording the event so that you
can use pieces of it on YouTube or in fundraising emails. Move the first one to your email list the day of the
announcement and follow with emails containing snippets from your speech during
the days that follow. And when you do, ask for money and make it easy for
people to give by providing a hotlink to the contribution page on your website.
These are just
a few of the rules and tactics that I have used to help dozens of candidates
plan and execute their formal campaign announcement.
See video:https://www.youtube.com/watch?v=zGzao1A01ac
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