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>> c-span, 45 years and counting, powered by cable. >> next, a training session to boost electability for future progressive political candidates in atlanta. during the forum, potential candidates also learned campaign techniques and how to work on social media. this is about an hour. [applause] if. >> all right. well, hello, everyone, how are you doing today? i hope you're awake after lunch. [laughter] you know, in the break, hopefully i'll keep you awake too. yeah, my name is cayana mackey nance, we're going to be talking about building your campaign voice. so this is all about the voice, the voice of your campaign. but just a little bit about me, my are pronounce are

she-her-hers. ai am originally fromer chattanooga, temperature, but i lived in atlanta for about eight years where i started my political career. right now i'm the director of digital strategy at the dnc convention, so moving to chicago and doing a plug. i am hiring. please come see me tonight. definitely here to hire people. but i just finished being the vp of digital emily's list. before that ip was the digital direct canner for val demings, and i also was a deputy digital trekker for warnock on his first race and also was an organizer on abrams in 2018. definitely excited to be back and excited to be here with all of y'all. if all right. met me move this mic, because i feel like i can't walk around. all right.an what we're talking today aboutng is how to build your campaign voice. so the entire goal of this session is how are we crafting a unique, distinct and authentic

voice for your campaign. i am stressing authentic. that is a big piece of your campaign voice. and we'll get into what that actually looks like, we'll talking about how -- talk about how we're going to be doing this, and we'll definitely just dig into what is this voice, why do we do this, how does it work, what does this mean in that's all the things that we're going ton? talk about today. so understanding the wider campaign voice, how to craft your unique campaign voice and how to actually apply that in your campaign. we're also going to develop a voice guide at the end, so we're going to go in the high theory, ask if then we're going to get into very practical. so you'll come out of this with an actual way to craft your strategy and a voice guide. all right. so we're going to do a call outright now of our act ativity. and so i want you to actually think about someone with a unique voice. and when i mean unique voice,

think about either the way it sounds or tone, persona and just raise your hand and let me know someone with a unique voice. >> oprah are. >> oprah, okay, that's a good one. so what about oprah's voice makes her unique? >> warm -- [inaudible] >> uh-huh, yes. that's definitely true. and you can actually know that that's oprahe. even if you just hear audio, right? exactly. all right -- >> [inaudible] >> thank you, even better. >> barack obama. >> yes. >> [inaudible] >> yes. one more question about that. so, again, tell me what makes that voice unique? we canan go back to the mic or - [inaudible] >> he has a distinct voice is. nobody sounds like barack. it's just different.

you know. when you hear him, you just know it. it's very distinct. it's very, to america kind of west virginia say. it's distinct. >> thank you. no, that's exactly right x. we're actually going to get into barack obama's voice late raher, so we'll come back to that one. oi actually saw your hand firs, so we'll take one more. >> [inaudible] >> fran drescher. >> i used that as my if example. [laughter] yeah. okay, so let's talk about fran drescher from "the nanny." and so is why i think her voice is s unique is because, well, is the high pitched, it carries, but also she laughs a lot, and that's very infectious, in by opinion. >> right. no, that that's so real. so just like everyone describes the voice, there was also a part thatib talks about their person, their is sense. so when you think about your

campaign voice, it's not just necessarily, you know, the words that you're saying, it's the why. what is behind this. and if that is what we're going to be the discussing. so when we mean voice, we're actually just talking about what we say, our personality behind what we say and how we're actuallye saying it. so this is not just, like, your message. when you think voice, you probably immediately think this is ourcoms message, this is -- comms message, that is part of it, but you're really just making that strategy come alive. when you think about your voice, this will also be how most people will experience your campaign. i have a saying that if you think about a campaign as a body, you have your campaign management if is probably going to be that brain. you know, that's the whole strategy together. and you havera your organizers r

which are hands and feet. they're the ones actually doing the movement. comms,he your physical voice, si know that may sound confusing, butma digital's really that persona. i believe that voice is mostly carried out through digital, because that's where people are experiencing your campaign first. they're going to feel the campaign, they're really going to have that personality of your cam pane ifli through digital. - campaign through digital. is so what is voice -- oops, i'm not getting to this cricker. what is voice not? not just that core message like i mentioned earlier. this is not your policy position. so that's another thing. when you're thinking about how you're building out your campaign voice, this is not just your policies. this is not just where you stand. and it's not just your content strategies even though you can definitely build your strategy out of your voice and this is not o your outreach plan.

those are all pathways once you with learn what your campaign voice is. all right. so we're actually going to do a short exercise where you're going to pair with someone at your table.oi so find a partner. if you don't have an even number, then get in a group of three. so thishehe table over here, you three can all be together. and what we're going to do next is we're actually going to talk about what campaigns do you think have a unique and nsdistinctive voice. we already figured out obama, that's one you can use, but thinking about brands, organizations if you can't think about a specific campaign off the top of your head. so we're going to take about five minutes, and you're going to the pair with someone next to you, talk about a campaign that has a very unique, distinctive voice, and then i'll take about three groups to share what you came up with. [inaudible conversations] all right. so now we're going to take examples to see what you all came up with. >> so we talked about trump's

campaign and, like, the notion that america's a horrible place unless he's in charge of it. andd kind of how that related to each version of the campaign he ap ran and how with this campaign. we talked about a aoc and the way that the voice of the campaign was that progressive politics is, like, possible and how that was embodied in so many different layers of what she did. and then that led e into bernie sanders which is also similar kind of narrative. and then we also talked about andrew gillum in florida and i 40 his campaign had a very distinct kind of power to the people voice where, like, you might have forif gotten about us at the beginning, but we are here, and we can participate in this electoral process and win an election that way. >> thank you. that was a lot of extreme contrasts, u you know? even just starting with trump

gand thinking about the message that he really brings to america and just, you know, that -- sadly, he's really targeted the hard working american and just kind of, you know, the more lower class, rural american and that his messaging reflects that, you know? even the merchandise, everything he puts out is very consistent to that message versus aoc, you know, definitely has a more youthful energy, you know? if very much trying to bring, bring everyone back together. and so, yeah, i loved how you shared different contrasts. or all right. so another group. >> we also talked about aoc and about how in her initial campaign ad she was waiting for the subway with her tennis shoes, like, laced up talking about i'm not the kind of person who usually gets sent to congress and really kind of, you know, like, she looks like the district that she lives in where the person that was in the seat

did nott and was not showing up for the district. and and we n also talked about john as off here many -- jon ossoff here from georgia, and i'm going to let my friend talk about her because she does it way better. >> after he had to go through, when he had to go for the runoff, how he basically changed his entire messaging in less thanes a week and pivoted around to go into january. and you saw anytime the realtime and what constituencies he decided to go behind and how he ask warnock if decided to link up and run their campaigns together. but he also kind of what -- he took, like, a step back to warnock, and so that was his speech, he's here for all of georgia. i shared with him, like, he says his constituencies, representatives -- sent them down to all of the counties in south georgia so that they see someone. they don't have to wall to atlanta to get -- call to atlanta toe get help. he's gone to military

businesses, and because of him, the i lieutenant governor has a constituency office around fort stewart, so i was talking about how ossoff did a whole, like, 180 within a week and a half of having to run straight into that runoff. >> thank you. and so thinking about ossoff and all the examples you gave, what did you feel when you'd see him do things like that? >> see, he heard and he understood that he did not win that general because he i wasn't listening. and it's, like, something clicked with him with having to go into that runoff and how he paired up with warnock that they were going to sink or swim together, and they were the new georgia. so he said i hear you, and i hear that the base is h saying they want this. he pivoted on the dime and reshuffled himself, and now he's been in congress and it's things like -- he's up there there for right now. >> right. that's true. and just like you described with that, you know, when they were

able to really come together, that showed that one georgia showed that the they were together to make that happen. and, you know, like you mentioned, you got the feeling that he was listening, he was finally listening to people. so that's right. if all right. and we'll go to this table. and then we'll just do one more with your table too. all right. >> it was really remarkable when democrats flipped 40 seats in 2018 and we saw all these really powerful candidates nationally. one of them, katie hill, flipped this historically republican district in northern l.a. county and part of ventura county that hady one of the highest proportions of police officers -- no no, that was katie porter, that was 45, this is 25. so she utilized this ad, and she started off in a suit, and she completely changed and said, but this is not me. it was the really -- she related and she was featured in vice.

and we all know what happened, she resigned in light of the incident. but her campaignht narrative itself was incredibly compelling. as is, since we're in georgia, louis key mcbass flipping -- lucy the mcbass flipping the 6th. is i think just her whole narrative about her son and utilizing and connecting to certain policy issues, gun control. one more, ken da horn flipping --pp kendra horn floipg a district in the oklahoma of all places. she lost in the 2020 midterms, right? or in the 2020 general. narrowly. but to a fellow female candidate. but she was able to flip that seat, and itca was the incredibe that democrats could flip in oklahoma. so so many powerful stories. but 2018's women candidates particularly really powerful. >> right. thank you. i think one consistency theme i

kept hearing about the campaigns if their tactics was relatability. you could really own from the tactics that they were bringing that they were relatable, and that's really whatle helped seal the deal in some of those races. all right. so just like we talked about, your voice is an essential part of a winning campaign strategy. so if as you can see in the slides right here, it's how you're expressing yourself. it's how you're making yourself feel noble to key audiences. the example here is press and constituents. exso as you're casting your campaign voice, this is huh you're going to win. you are seeing how you can relate the people. who you are, what about you relates to the people that you're trying to win, the people you're with trying to turn out and vote for you, even the people you're trying to persuade. but this is how you're connecting with those voters and how you're also motivating your supporters. you a know, there's candidates

that you can probably think of that started at the beginning, and you doesn't really quite -- you didn't really quite understand why they were running, how they mastered some of thehe things that they were putting out. p and over time you start thed to understand that. what was happening is they were developing theirir voice. they're really figuring out what about them, because that's the key. you're not not just creating a persona that you think will work, but what about your essential story will connect to the people that you are trying to support you or even vote for you. all right. so we're going to talk about the three cs of campaign voice. so as you're starting to think through how are you going to create this voice, how are you going to tell the story, you need to think about these three cs. heone, consistency. so as we mentioned a few of you

when you were talking about the campaigns that you could really tellea their tone of voice, thee was a very consistent expectations that they were setting with their audience. so you see this campaign and you really can tell what they're about from top to bottom. that is how you have a very consistent campaignou voice. and internally, you have to be unified in that. so when you're developing this strategy, you need buy-in from everyone. you need to work together so it's not your comms message is different than your digital the voice, or the way you talk about it to your vote user through -- voters through organizing is different. it all has to be consistent, and they all have to align together. the next c is connection. so thinking about your connection, how are you really building that trust? how are you connecting to people? so someone mentioned rehate about. that is how you're building that connection. that's building that trust. and you've got to think about

what about your candidate, or your brand, that is actually connecting to people. so just like i mentioned earlier, you don't have to change your candidate and create someone that you're not, you to pull out of their personal if narrative what matches your voters. what do you see in polling that people care about. whatn about your candidate meets those answers. internally, again, it's all about that department collaboration. how are you all collaborating to carry out this connection point to make them relatable, building that trust. and then again it's clarity. so thinking about who you are and who you aren't. and being very clear, being very specific of understanding what does your candidate bring to the table and what do they not. how are they different from their opponent. these are all things that really provide that clarity to your external audiences. and then also how you'll

communicate and respond. those are another thing that you're going to have to figure out internally. so in your team spaces, how you'll communicate, how you'll respond and how you will draft cop tent. -- content. i'm going to start walking around because i can't see the screen. all right. so when you're defining your voice as early as possible, you have to really understand what is your campaign dna. it's all going to be built together as you're defining that voice. and you have to do this from the top. this is not something you should do at the end of your campaign. you've gotd the start prosecute beginning. from the beginning. someone mentioned toesoff a campaign. when it came down to the actual runoff, they reevaluated. they essentially were building a new campaign. same as warnock at the time. floatly new campaign. new staff, everything. so we had to reevaluate what we did right during the primary, at least for warnock if or for the

general when it came toesoff, and then what we were going to do during the runoff period. how could we really tie together what we learned and what didn't work to carry that message and rycarry it out. alll right. so some people are going to join mid-cycle, you know in you may start the at an organization after they've already had a very specificaf voice is. personal example if working at emily's list,xa i came in when they really wanted to reach younger audiences. so even though our message was elect pro-choice, democratic women, we also wanted to make sure that this was translating to other people. so i came in in the middle of this process and having to really turn that voice and how we were going to really tell that story. so this is going to happen. you're going to come in mid-cycle. you're going to join an organization later on. but you need to know that's fine and you can pivot, you can

refine. you can make those adjust. s based on polling. you may get a a poll back saying, you know with, this candidate's not relating to black women voters. so what can you pull from their story that will do that? how can you change your tone to make sure that you're still relating to these voters? and if also as your campaign e sos, you know, when you're going into turnout, you need to amp up the volume. you need to really get people interested and motivated so they can go out and vote. so your tone might be having more excitement. there might bee a new energy to that. being in georgia, run ioff versus general. we have to turn up that energy and get can everyone together. is so obviously the tone changed. andr. then as you're getting feedback, so, again, the poll i mentioned earlier. when you're sitting down actually talking to voters or and you're realizing this is not registering with us. it's not that your candidate changes.

that's a big thing i want to stress. your candidate's the same candidate. but how you're telling their story is what changes. pieces of their story might resonate to one voting bloc than it o does to the others, and that's fine because we want candidates that represent everyone. so you've got to figure out what that is. and then also it's going to evolve as you know your aid with areference -- can audience better. as you're starting to the really understand 40 who your audience is, as you're being able to connect with them especially on online, you might realize the tone is not registering as well online as well as it is in ads. when when i worked on the val demings campaign, we were very much aal tough, you know, cop pr see that if at the beginning. we were just making sure people knew she was tough on crime, she was different than marco rubio, she was not weak. but she had another side of her personality that was very relatable, very personal.

and we would be on the campaign trail, and voters were so inspired by that more familiar tone when she was talking to voters, so online we decided that was going to be our focus. social media, we would be reaching people who may not see our campaign ads all the tame -- can time, so we focused on ways we could really uplift that more personal personality when we were online. okay, so now we're going to talk about how to actually do this, how are we going to craft our campaign voice. so this is the how i really look at building out a strategy. you have to starlet with the end goal. is thinking about -- start with the end goal. you're going to go to what do i want my campaign to look like on election day, what do i want people toct say about the work that we did? did i want our campaign to be the one that really turned out young voterser? do i want to be the campaign that really was fighting for

labor unions, that was really a champion for the working class? you've got to start with your election day, define those goals and go backwards. so as i plan digital campaigns, i always start from that ultimate goal, election day. and hen i think through checkpoints, milestones along the way that's going to help us evaluate is it working. this approach, it really does help as you're building out your platforms, your content, even your staff. in florida we knew we had to reach the spanish audience, so we hired a bilingual content strategist so that she could create very specific content in spanish. everything had to be bilingual. so things like that, you have to figure out who am i going to hire to reach that goal? and that's the way you're really going to keep the campaign on track and know if things are working or not. if so i called it the north star strategy. think about your north star. what is thatst point that you wt

so much at the end of all of this? e so as you're building out a digital program, your comms program, any program, honestly, you need to think about what it's going to look like on that final day. it's going to translate to organizations. let's say you'ree building out a very specific campaign, a smessaging cam page. think about what do you want to happen at the very end of this and then work backwards so that you can think through your clear and specific objectives, you can think about what is that narrative that's going to get to that goal, and how are you going to message this to the public to make sure that they're able to connect to thee purpose of that. then you're going to break it down into specific tactics. cso not to diminish the examples you gave earlier, but you notice a lot of people are talking about tactics. they were talking about ads, they were talking about, you know, the things they did in the field. that comes from your vote. that comes from what you're doing. so these are the tactics you're going to develop when you're

thinking about that north if star. and then the milestones. at what point do we need to reevaluate, what don't do we need to realize this is not working and try again. and then also just understanding the progress of those objectives can and how you can adapt your program to what's needed. all right. so like i mentioned, you have to have this buy-in. youav have to be able to make se that all the departments understand what is going on. so we have four departments here. we have comms, digital, political and finance. so when we take our voice, how is this going to translate across the list. so comms, you're thinking about your press releases. you're thinking about talking points, fact sheets. how is your voice, your tone of voice, carried out through those specific tactics. digital, webto site copy, social copy, e-mails when you're thinking of fund raising, videos, graphics. how is your tone actually going to look through those pieces.

political. this is the speeches. is there talkers, messaging materials, thinking about the surrogates you're choosing. how do those reflect your tone. and then, of course, finance. thinking about those fundraisers. the fund raisers you need to have that match your overall a tone. that's a big thing. how can you say you're fighting for the working man and then you're taking money from large corporate donors. there's ways that the you can to that that still are withdrew anemic and special to your candidate, but you've got to make sure that that's all the a way acrosss in every area so it doesn't feel like it's disjointed. all right. so building buy-in. when you're trying to really build that buy-in, you have to figure out how to put yourself in your stakeholders' shoes. do they understand what it means to have a vote. so if you're the one who wants to champion t this voice lesson that we're learning right now, how are you going to communicate that to your team and say, look,

what we're doing right now is not working. we need to really, really craft ourea voice. helping them understand what is the value of having this voice have. taking the slides, you can show them the things that you learned and why this is important. what are the solutions. how are you really understanding that your voice is going to so some of these solutions that -- solve some of these solutions that you're having problems to. and also defining the campaign voice t will directly benefit te team. it will directly benefit your organization. so how are you going to explain that to the team as you're getting that buy-in. all right. so as i mentioned at the top, authenticity is essential. you want your voice to be driven by the candidate or your overall brand and organization. this is so authentic, and this is the crucial part of what you need. because like you all said in your examples earlier, it's -- when you don't have

authenticity, you can tell. you cane spot campaigns where it just does not feel authentic. let's do one person. name a campaign -- it can be a past one -- that you saw that was not authentic, you just felt like this person is not living up to what they're saying. >> [inaudible] .. if you looked at the whole aggregated presentation of her, it struck me as off. it seemed insincere and felt like this lady is trying too hard to get my vote.

it is too much effort and does not feel organic and natural. and the tone was off too. you should not to put so much effort. should be a natural and should show what people want to vote for you immediately. >> exactly. one big thing about knowing if 'sit is authentic or not let's y you're giving a speech and your teleprompter breaks down. you forget what you're supposed to say. is your message authentic enough your candidate they can keep itn going? some people might crumble then you know that message is probably not authentic to who they are. at the same time i did not feel authentic it's not connecting so i completely understand what you're saying. we have a hand. sorry about that. i have a couple. governor kemp had a commercial

read a gun across his lap and something but his daughter, whatever. he is not like a country boy he did not hit right at all. also marco rubio, ron desantis and lindsey graham they are all total very insincere. there message changes any which way they want to go in there and it for them. that is it, right? works right that's all real. a lot but you are exactly right. you can tell to i don't know, here we are. how do you connect your voice your core message? as we were talking about earlier your values and vision. why is your candidate running? if your teleprompter or dissipated were they able tohe know why they are running? what is the general principle that your candidate stands for. are you able to say candidate x,

y, z, i know what they stand for. i know what their principles are. if you can't miss time to reevaluate your voice. can the candidate connect that value implicitly and explicitly to the future? if they get elected, why does it matter? what are they doing in this election that's going to make sense when they are actually in an office? this is how you will articulate your core message across her platform. r garza keep talking about this but there is so much power in andvalue and authenticity. i have stressed this so much when a brick building digital programs, anything you have to be authentic. especially in fundraising is one we have seen and authenticity. but right now specifically in the cycle more than ever, voters are catching on. they can see when something is not authentic. people get, e-mails it's like we

are not going to raise $20000 tonight. we are not going out the lights on. is that real? you've got to think about the authentic pieces that all fit together people are catching on. they do not want to blindly believe someone she got to touch the point. wwhat are the common connection points? how did they show up in different settings what you support as a value? these are questions you need to think about when you're really thinking about the authenticity what is the power behind it? these are the things people care about. now you're going to look at building your voice and finding a voice when you're looking at material. think about what you're working on right now. all of the materials you have for your campaign that has been produced. do you see a consistent tone of voice in that? when you are actually looking at

your tone of voice and put together that plan you need to review everything. new to watch your candidate. if someone did not run before just thinking about the messages that they t had that got them to the point to run. thinking about that. really being able to define those moments did the op ads in the speeches they brought to life. and finding the commonality what is the theme across the way? what is something you can reallm look atof through the history of this candidate? thinking about their personal story. thinking about whereth are they doing this? these are all things you need to look at in yourte materials and have the chance to understand what are they talking about most often? why is this essential to who they are and being able to pull that out when you're looking at materials. you might need to have a point person when you are going

through the chains of approval they are just looking to spot the tone of voice across materials that not necessarily checking grammar but this is how we talk about is this part of our candidates personality? then you're going to swing through adjectives. pulling a list together of the very potential brand adjectives thatat go back to your candidats story, your overall narrative. so google university work so well. pull out adjectives that go with the overarching message. go through the list. identify which ones are easy. which ones are not so easy and which ones are may be. have your full list of adjectives and break it out. these are ones you know we can translate. we note this is not going to work and this might take a little more work to get happening. you can do this with your full team. a good example to show how to

get the buy end. a sick 10 minutes in our meeting and tryr this. they can see how it works. it's talking to the alignment. having disagreements is saying i don't think this represents not afraid to push back and say how are we going to get to this overall voice? what are we going to do and then settling. this is what were going to get these are the adjectives we are going to use it. this is how were going to talk about it. finding your voice this not that. these n are just examples and im not going to get too deep into it we are confident but we are not arrogant. we are witty, we are not snarky. we are approachable but not too casual. and thinking about the ways you really do that this and not that is a good example if i can pull out that tone. you want me too go back?

[laughter] you are welcome. more than a less then. we are think about finding your voice you've got to take the key adjectives that we were talking about in the last slide use that to refine what you are talking about. thinking about your competitor. some may have done the message box words us and them, thinking about what their tone of voice is. what we talked about donald trump's tone of voice versus biden.r thinking about what your opponent's tone of voice is and howw that is not how your candidate is. so again this could be the opponents. what other districts are like a versus the district your candidate lives in. thinking about all this pieces as to the competitor. onceed you have fully defined that, that is when you're going to be able to pull this message together.

that's when you'll understand how these tactics are going to work as to the examples right here you are more fired up and donald trump less of fired up than donald trump over these areas. so let's think about the economy. how is your candidate, biden, more fired up about the economy than donald trump? how is the less fired up about the economy than donald trump? right in the sins out is how you will be able to know if it's working, if it's not working, is this translate into her voters and supporters? accident they're sending out these slides. hopefully you have time to look at this again. applying the criteria as you start to own in on what your key voice adjectives are, your descriptors you need to think is this authentic?

see that recognizable. does this work across all platforms? how it translates across different platforms. where do you t need to adjust? does this feel like your candidate? you feel you're trying too hard? these are things you to think about. back to her favorite tone off voice if you work on obama could give you around? raise yoursese hand. from the true tone of voice. the change that he brought. how weg got to these building blocks. when you think about or brought barack obama we think about the words he used. listen up, fired up, raises that he used a fair shot, a fair

shake we've been counted out before now as of theet time to t distracted. all of these thingse showed he was going to come in. bring this change apart he was hopeful this was going to work. these are all phrases that came out of the overarching narrative. and even these pictures. the pictures you're going to use it shows your tone of voice. he's bringing pizza to his field offices but that shows he is different. he is not the candidate that is hiding behind his own office not wanting to go and thank the supporters and the volunteers. this picture at the very bottom his hand is up at saint hope, change, i am different. you see and feel that hopeful change in narrative still and even the pictures you take. okay now were going to sees what this is like. crash your own campaign goals. i am going to quickly go through

the different types of storytelling tactics that are on different social media platforms. twitter, x, one of you call it not trying to say but when you think of that that's a very concise. its focus on reporters even though they're moving to threads but still we are very focused on short engaging phrases that are going to tilt your narrative on twitter. facebook is more of the longer form content. you are sharing more in depth the stories you could have unlimited characters. you can share a link it is a visual storytelling there's a lot of engagement in the comment so facebook is very much focused on that instagram visual first visual and videos are pieces of instagram here definitely going to be able to leverage the obama pictures we are seeing. that is perfect for instagram people will immediately to share a picture like that on their story. and then again it's all about having captions having a

consistent visual style. snapchat's demo becoming a persuasion told the cycle. you think about snapchat you can run political ads and they're really beefing that up right now. so snapchat is behind-the-scenes content the stories feature how you can keep your followers engaged and eager for more. they have different filters you can use i don't think snapchat is justll for youth you can tell the story in different ways for everyone. so thinking about snapchat. tiktok definitely videos videos even though they just released a iphoto app under tiktok i will note to bill have an instagram arrival. thinking about tiktok how you can create the videos that are tellingg stories using trends, being more creative creative or personal size weaves tiktok to to carry that out. but we are going to do with your

table we are going to spend a few minutes on that i do not know where we are on time. we are going think what the platforms i just mentioned. pick one platform with this saying abortion is on the ballot and think about how you can adapt it to a platform listed. so we hit instagram, facebook, snapchat, tiktok and twitter. using the frame abortion is on the ballot how are you going to talk about that was platforms? affluent people of color re- better with an 1864 # abortion is on the ballot. how did you get to that from abortions on the ballot? >> arizona just past 1864 lot back into effect. telling that onto it with short, concise, using eight united # that are going sees right now abortion is on the ballot or abortion rights 20 telling that

on twitter with short, concise, using eight united # that on wednesdays right now abortion is on the ballot or abortion rights 2024. that was a really great way to talk about that. all right, who else is ready? table three. >> we chose instagram as our platform. we were just talking about a couple of different things. some went mentioned reels i'm not that familiar with that. we were talking about how you can physically swipe through on instagram. i think it's called a carousel, isn't that what it is? >> yes carousel or gallery. >> you can progress through time and start in 1864 or whatever the year is in g get show all tt progress we have made but somehow at the end, end up back at were restarted. >> okay so how did you choose instagram versus the other platforms to tell the narrative, just to be able to keep the photographs? >> it is a good mix of visual and tactile that can be d,informative.

it's like a happy medium in terms of visual and conciseness. you can also be a little longer winded to on a way that may be on twitter you cannot beat. >> thank you. let's go to this table over here. >> we were talking about targeting women ages 18 -- 35. we kind of got stuck on facebook an instagram. doing a post that could be used on both. the idea was to showcase without a lot of words. but you can do the longform post to and have that be like the devil. we thoughtif about pictures of different types of women who, regardless of age but also within the target range he would be affected by it.

and having it be a carousel if you would you could slide during instagram. and being like abortion is on the ballot. you could do that closer to election early voting bird something like that showcasing their participating because anderson the value of it or you could get further v away if you are on aou campaign and folks ae registration or in the field you thought of it as a thing you could use in those two spaces to exemplify multiple time periods if that makes sense. >> yes that definitely makes sense. i noticed everyone was going all the way back and telling the history all the way to now. three very different examples to talk about the same thing. also, all conveying the historicalal context. love that you all chose to speak to that. so putting your voice into action, what is that actually look like? developing a voice guide.

you should all have the voice guide in your documents of what this actually looks like. there will be examples from aclu and that is the voice guide just you know you do something for reference in real time. when you are developing a voice guide this is essentially what your campaign's use it is similar to a brand book what you can have your colors and your logos and it. this is your actual voice guide. you wanted to be very concise, i digestible so people wont not read it to make sure people are able to really hang onto the core message. keep it at their desk they can refer back to this so keep it short. meet very specific member at the list of adjectives we talked about at the beginning. having the adjectives haven't the list of key words, the phrases. even images. when we had the obama example there is a very specific image

that talked about the tone of voice. that is another example we went images like this. even if it's not your candidate so let's say you're doing this before the campaign is announced. pull images to describe what you want to look like. and also be very clear. make sure it has a very clear do's and don'ts. we talk about the environment like this we don't talk about the environment like that. we talk about voter rights like this. we don't talk about moderates like that. when you are actually going to create this voice guide it's really important to have a voicw workshop. thinking about when you get a voice workshop. one thing i have done for us we get our candidate to sit down and tell stories. just tell all of the stories of got a list of questions will ask them to start talking.

we record that through audio sometimes people don't over zoom and then do video instead. and you can play it back. they play it back they get there wonder right physical people as well there thing but e-mail, social media, have an audio you go through and they tell their full story. and then youhe know how they tak about things they will talk about their childhood and how they talk about how they came up and grew up. that it's another way to make sure you're really capturing your campaign. and then after that make sure that you really have that workshop to talk through this. after it then your audio recording or your zoom recording picture campaign team together. the head of the department to come together and actually talk to this workshop. this is when you lay out the do's and don'ts. who are able to cope with a list

of adjectives. we do with this we get buy-in from the top people feel like they are a part of the process they feel like they were able to craft it together. so this is actually in your book this is team usa. this is their brand guide but there tone of voice guide you see team usa is the voice for our athletes for the home for our fans, all of us. it's think it's spirited, courageous the athletes areet correct proud, determined, this is a really good example of a guide it is so visual. it is short. anyone can have this and you know what to talk about. at the biden it says what not to do. making sure you're not being sarcastic when you're talking about team usa per acl view

practices more narrative based see you do not have visual on this when you also have this in your guide. again, there tone of voice laid out very specific phrases. we empower action but they're able to say no matter the issue weel don't just tell you what we are doing. we give you practical ways to help and make change. so empowering that action. at the bottom, we the people. even when discussing complex subjects we are accessible we are not condescending, were not boring we're not elitists that's how they're able to carry that brand of voice across. i write, like we talked about in your integrating your voice training into the campaign you've got to really think about how this is all going to play together. having the guide, doing your tone of voice workshop. getting the audio. this is onboard.

once you have this in a joint he campaign should get this guy just like they have the brand guides they have a color, logo, they should get a tone of voice guide. even if they're not going to write this islamic they're going to doik political teams they can get serious. finance teams, they can figure t what sort of fundraisers. everyone should a tone of voice guide. also you should have detailed trainings your e-mails are completely wrong tone of voice. pause, get up went together to voice workshop so they can all be back on the same page. always having to people's desks so they know it to look for. and being able to talk about it and all staff meetings and make sure people are all on the same page. >> this is just a very visual to show the different guides that you have. this included website social per

you see aoc someone said earlier this is the way they carry out. and i will showsh a video. is it mentioned earlier we have to figure how to tell about the story and capture her voice. this is a short video the mug at the questions. >> think about my own story the daughter of a maid and a janitor now running for the united states senate. only in america. it is my story possible? >> this is for tiktok it's very short. we broke up the same speech into small bites of video. you can see only in america you're getting the hope behind her story. current not from very poor backgrounds being able to run for senate in florida you are able to be in real time. what is that look like we went back and pulled pictures of her

family. so the key takeaways that will have time for it to questions i want to give a full break but i will stay here if someone wants to have questions directly we can talk thereof. key takeaways the what and the why? this is how we share a message is not the message itself. how are we carrying out our overall message it's essential to winning a campaign because it is how you connect with key voters and engage supporters. the three c's consistency, conviction and clarity and then again build this early make sure everyone is on the samery page. art were going to ask two questions and like i said i will be here. >> my question is are talking

not about creating a voice for a candidate who is running for office. how would you approach an incumbent candidate who is already an office. may be has been in office for two or three terms. we look at those people like what have you done? intend to try to oust those people. how is to re-create a campaign voice that we are not at election day yet. we aren't navigating date to date to present being dismissed because the electorate is not seeing a result. quickly talk about the pivot moments. what works in the first cycle got them elected they were original canada at one point but work during the first cycle that

got them into office. thinking about that. we talked about pulling speeches. think of the speeches that resonated to the voters when you first hedrick candidate pull those specious think about how to tie into your tone of voice. sand also what is not working question require people feeling this way by your candidate? then finding things about their story that got people to want to elect them in the beginning doing the opposite of what is not working. that is the way you can have the pivot moments before you get back in the race. all right we will do one more question. >> before i asked my question wanted to tell you are brilliant and i love the concept of everything is shared. >> thank you. >> my question would be for a candidate who is brand-new, as never run a race before creating

the voice for that candidate. this candidate not having the biggest social profile but would be the bedrock of creating the voice friend that new phase, new prasanna and running for sedo's occupied by an incumbent for almost 20 years and this is a statewide senate race o just to give you background will be the bedrockk of building that voice? >> honestly your launch of video. that is how you're going to tell people how this person is different. aoc was she first ran you remember how different she was from her opponents. being able to start the dynamic launch video and from day one, i and the difference. i am not a career politician. i'm starting from the beginning.

i'm getting into this because of x and y y and z for that is how you capture people at the very beginning and get the buzz going launch date is huge. that's deafly a moment to test out your tone of voice. you are going to get all your surrogates together for a launch date said this is what we want to say to the world. you'reoc going to get your socil media accounts e up but only if you have your launch video until every single circuit to launch it right every the launch video will be crucial to get the excitement. so if anything if you're starting from ground zero, help them have a super powerful launch video that can pivot and bring people together. >> thank you everyone. like i said i will be around. i will stay here if you have more questions you have a 15 minute break and then the in thg session is back in here. you will have your seats so probably don't lose them. thank you.

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