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Voters today are increasingly sophisticated. They have grown to expect the details: What's your plan on education, health care, or homeland security? How are you going to pay for your proposals? Campaigns need to answer these questions in a way that is smart, innovative, and understandable. At every level, we have seen that candidates who are willing to offer intelligent solutions to the problems of the day greatly increase their chances of winning.
We have written policy papers for candidates running for everything from Congress to President – as well as organizations with public policy priorities. More importantly, we understand how policy and politics intersect. By working with your campaign team and our network of experts, we craft proposals that mesh with your message and stand up to the scrutiny of media and policy wonks alike. This political policymaking (or policy-driven politics) was at the heart of the Clinton-Gore approach and is what Baer Communications most recently applied in the successful Granholm for Governor campaign in Michigan.
Yet a stack of proposals does not add up to victory.
On Message. First and foremost, policy must relate to the message of the campaign, bolstering the "story" that the candidate is trying to tell. It's important to choose the right issues. We work closely with your campaign team to make sure that the policy stances you take mesh with your message, priorities, and beliefs. Generic policy proposals will not do.
High Quality. Second, a candidate's proposals must pass muster with editorial boards, experts, and the relevant constituencies. In this, they must be both serious and political. Campaigns too often rely on volunteer help to develop and present their policy. Usually, this results in proposals that are neither attuned to the realities of the race nor the latest developments in policymaking.
Understandable. Third, a candidate's positions must be understandable. If a voter – or reporter -- can't understand where you stand, than itÕs useless. Specifically, policy proposals present a ripe opportunity for campaigns to build free media events around their unveiling.
Substantial. Fourth, detailed policy positions enable non-incumbents to prove they're up to the job – especially to editorial boards and opinion makers. Original policy solutions as well as a comprehensive discussion of the major issues facing your constituents can give an outsider candidate instant gravitas with skeptical opinion leaders, dispelling the notion that only those with previous government experience should be in office.
POLICY SERVICES
Baer Communications' policy services can be broken down into these four basic categories: the development of signature issues, the production of policy papers, policy consulting, and debate preparation.
1) Signature Issues. A signature issue is an original policy idea that can be used to define and energize a campaign. For examples, think of how Bill Clinton used national service and welfare reform in 1992, and how George W. Bush used education reform in 1994.
In our own experience, we have found that signature ideas, developed in conjunction with the message team, can shape the contours of a race. They can be used to set the terms of the debate and to dispel any negatives that a candidate may have in the eyes of the press, elites, and by extension, voters. That is why when we develop policy, we always keep in mind the political objectives.
We work with the campaign to identify the issue area of most interest to the candidate and which we believe draws the strongest possible contrast with the opponent. After deciding on a policy area, we develop a series of policy options that draw on the latest research, best practices, and proposals circulating among think tanks, universities, state legislatures, Capitol Hill, and elsewhere.
We then prepare a decision memorandum for the candidate and key campaign staff which describes the public policy issue that needs to be addressed; details each policy option; carefully presents both the advantages and disadvantages of each proposal; and provides budget estimates (if appropriate), a political summary (including polling data), and a recommendation.
Once the signature issue has been chosen, we develop the documents needed to support the proposalÕs roll-out – such as backgrounders, fact sheets, Q&A, and policy papers for the press and public.
2) Policy Papers. In addition to a campaign's signature issue, a candidate needs to explain his stances on a whole host of other important issues – such as economic growth, health care, the environment, education, etc. These policy papers lay out a candidate's plan for addressing key issues, as well as highlighting his record where it is relevant. These papers are not necessarily original ideas (although can include them), but a collection of proposals that we believe best addresses the issues voters face, tailored in a way that is on your message, sensitive to the political realities on the ground, and reflects an accepted Democratic approach.
Practically, these papers can be released separately and focus on the top three or five issue areas (outside of any signature issue), and/or they can be compiled into a policy book (ÒThe Smith Plan for IdahoÓ) – much like the Clinton campaign did with Putting People First in 1992, the Gore campaign did in 2000, and the Granholm campaign did in 2002.
3) Policy Consulting. Baer Communications can be retained for the duration of a race to provide continual guidance on policy matters. We can assist in the roll-out of policy proposals by advising on press releases, talking points, and Q&A documents as well as conducting candidate prep. In addition, we can also be retained to assist in the handling of policy-oriented press inquiries.
4) Debate Prep. In a high-profile race, a debate is one of the few times a candidate is able to define a race and alter its course. Knowing the ins and outs of one's policies as well as how best to present – and defend them – is crucial to winning a debate and often an election. We believe that having the right materials to prep with and the right advice can make the difference.
For more information or samples of our work, please do not hesitate to contact us.
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