Author Archives: Antonia

NEW! Reframe the Debate Workshop: How to sell the truth in the age of disinformation

Professional development workshop for political communications professionals and other progressive stakeholders

This transformative workshop won’t tell you what to say, it will change how you think. You will get the tools you need to figure out for yourself what to say, every day, to wrestle control of the public debate back from your opposition.

The conservative movement has taken over the public debate. They effectively communicate a common set of values and beliefs and they are willing to use any psychological tactic that works to spread disinformation, sow fear and divide people.

Progressives need to understand how they do it so we can fight back. We need to learn those tactics and use them to promote the truth, inspire hope and bring people back together. Continue reading

Anatomy of a Message

MessageCloudDiagram

How do you develop a core message strategy? You need to figure out the one message you want to sink in over the course of the entire campaign. What is the relationship between that core message and the content you produce? Everything your campaign communicates and everything your supporters say has to illustrate and reinforce that one core message. 

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What Star Trek can teach us about message management.

The entertainment industry has a special problem. Writers and director, and even sometimes actors, change from movie to movie or episode to episode, but the franchise has to meticulously maintain its unique style and characters. Science fiction shows have an even bigger burden. They have to maintain an entire fictional universe, and their notoriously demanding fans will catch them in even the tiniest slip up.

The Star Trek franchise has been around since 1966, and has managed to keep its fictional world consistent through 6 TV series’ and 12 movies. How? Through the Star Trek Bible. Every TV show has one, but Star Trek’s is probably the most famous and extensive of them all. Continue reading

It’s not about policy positions. Emotion moves swing voters.

We say “Cap and Trade”. They say “Job Killing Energy Tax”.
We say “Public Option”. They say “Death Panels”.

They use emotions to connect with people and create negative feelings toward us. We use logic to try to convince people that we’re right. Obama gave people hope in 2008, but we failed miserably by trying to sell the Affordable Care Act as a list of poll tested policies instead of as a moral imperative. Continue reading

“What we’ve got here, is a failure to accumulate.”

We work hard to be up to date with the latest innovations in communication technology. We hire the best consultants, pollsters and vendors. We go on talk shows. We “win the news cycle” more often than not. We blog. We tweet. We micro-target. We’ve got content going out through 100 different channels. So why isn’t it adding up to something bigger?

Cognitive science research tells us that no matter how messages are distributed, they are received subconsciously, emotionally and most importantly, cumulatively. Continue reading

Learning from Lakoff

Quintessential George Lakoff at the Berkeley coffee shop. (BAP photos)

I had the privilege of working with the brilliant and delightful Professor George Lakoff at University of California, Berkeley. I went to study framing. I learned far more than I ever imagined about how our minds actually work.

These discoveries in cognitive science elevate Lakoff’s work on political framing from “good advice” to “critical truths we ignore at our own peril”. We have to understand the foundation of our competing moral systems if we are to succeed in reaching people and overturning the Right’s dominance over our public debate. Continue reading