Developing an authentic voice in your media strategy is critical to reaching audiences from various cultural communities. Messaging that works for one voter bloc likely won’t work for all. So how do you ensure that your message is relevant to the right voters, and that it reaches those voters through the proper channels? 

Check out the key lessons from the webinar below, and listen to the recording for even more expert insights.

This webinar has been archived for playback. AAPC members can click here to view all webinar archives. 

Key Lessons from the Webinar: 

1. Identify key communities or voter blocs: This may seem like an obvious first step for any campaign – but, it can be easy to get wrong. Many modern campaigns simply focus on ethnic or demographic communities like Latinx or rural voters. However, communities and voter blocs can also be determined by economic status, vocation, and a myriad other distinguishers. It’s important to research your audiences in order to develop authentic messaging. 
2. Understand the voter identity of those in your target group: Now that you know what voter blocs live within your district, you need to understand the issues they care about. Don’t assume you already know. Many voter blocs say their first priority is a good economy, but what does that look like for each individual bloc? Our speakers recommend some tried and true techniques: 1) Hire campaign staffers who are from the area or communities you are targeting. They will have first hand knowledge of the issues their community is facing. 2) Ask the voters. Head out on foot and knock on voters’ doors to discuss the issues they find most important while face-to-face. 
3. Create well produced ads that will speak to those voters: There is still work to be done after your campaign has identified voter blocs and understands their priorities. Even if you have the right message, sending that message in the wrong way won’t be effective. Take the time to determine what channels each voter bloc already pays attention to. Launching a social media or texting campaign in a low-socioeconomic area probably won’t be as effective as it would be in a higher-socioeconomic area. Finally, make sure your ads are well produced. Don’t fall into easy mistakes or cliches, like forgetting to include the office the candidate is running for on a yard sign. 

Access the full recording to hear additional tips on authentic messaging from our panelists.