John Kerry has a new comment about the Presidential money race. It’s a sad comment that the Primary season is completely money focused. There are alternatives. First Senator Kerry’s quote:
"The most important thing — in any issue, and everything — is, given the nature of today’s media and the scurrilousness of the other side’s advertising, that you can’t overstate how important it is to have a dollar-for-dollar match on any issue that arises."
This is ‘conventional wisdom’ in every campaign. Yet new technology creatively applied can help the Primary from merely being a money game. What if a Candidate created a Direct Communications Channel to you? Campaigns can use innovative communication tactics to overcome the potential money disparity. One tactic, from many available, would involve using Net video distribution to create a true direct communications channel to the public. It’s not being done yet.
This channel must be used for more than repeats of speeches and events. Using Net video as a re-broadcasting service does the medium and the Candidate a disservice.
Net Video is direct communication with only one other person…the viewer. Can anything be more personal?
Most public figures have a public self and a private self. Direct communication can act as a medium that encourages the Candidate to integrate the two into an Authentic Self that the public can see and understand.
The integration of the Public Self and Private Self creates a powerful Authentic Self. The lack of an integrated Authenticity, which can be dramatic in some cases, can be seen by the public and cost the Candidate dearly.
So how do we see this Authentic Self?
First, it would take a personal commitment by the Candidate and campaign management to trust the public to see them without the ‘political’ mask. Some would make that adjustment successfully and some will not.
One form of this direct communication would to actually let the candidates be themselves and stop acting ‘Presidential’ on camera during daily or semi-daily short personal messages from the Candidate to the public. Imagine a tired candidate at the end of day simply having a talk with a supporter in casual surroundings. Now imagine the Candidate having that conversation with you in the form of a simple unedited video.
Would you like a regular personal, unedited, informal communication from the candidate? Is it possible to give you the same feeling that you were sitting across the table? Yes.
In fact, a campaign can create a nearly real-time direct communications channel. Today that ‘channel’ can be distributed over more than 23 different public sites. Add in the campaign’s own sites and blogs to reach a final number. The technical issues are realitively simple. The difficulty is learning how to be Authentic on camera.
This is this very difficult for most people. Most politicians have created their careers believing that they must act ‘political and professional’ at every moment. Most could grow into the process and be much more powerful candidates as a result.
Imagine the power of letting the people have their own private moments with the Candidate!
Other uses of this nearly real-time direct communications channel, beyond the regular personal communication with the viewer, include a candidate being able to respond to a news event or other issue on the spur of the moment without the editing of producers, reporters and news anchors.
This nearly real time direct communication channel gives the Candidate the ability to talk directly to the public. There are multiple creative uses once the concept is accepted.
Every campaign knows that each time the public can see and hear more of the Candidate they have a much better opportunity to understand that Candidates essence. That is, in fact, the purpose of all campaign methods. This technique, when integrated with other more traditional campaign techiques, offers the singular potential of Direct One-on-One Communication.
This article has been based on the belief that there are creative methods of Authentic communication that can assist in lowering need and cost for paid media. Also this offers that ‘backrunners’ a better chance to capture more attention. More on the topic in the future.