Message Pollution

Amie Adams and I had the privilege (and fun) of attending the Public Affairs Council’s National PAC Conference in Miami Beach ten days ago.  It was a great conference that covered many subjects important to us all who live in the PAC world.  Many of the presentations are worthy of comment, but one stands out for expansion in this blog.

In the breakout session entitled “Telling Your Story:  Tips for Selling Your PAC,” both Trevor Francis (Fleishman-Hillard) and Amos Snead (Story Partners, LLC) did a great job of talking about how  messages  stand out and attract donors.

And they got me thinking…

Most of the attendees have been running PACs for some time and their eligible employees/members have been bombarded with communications telling them how important the PAC is to the future of the company/industry/profession.  We have all tried different messaging ideas to get this across.  However, how many ways can you tell someone that the PAC is important?

The average participation rate for a PAC is around 15%, and we all get really excited when we are able to move that number up to 20%–with high fives all over the place and a particularly good wine to celebrate.  Yet what that really means is that 80% of your eligible employees/members have rejected what you have asked them to do.

This is not because they do not know it is important.  You have already told them repeatedly.  There has to be something else at work here.

In my view, we are battling message pollution.  PAC managers are not the only people communicating about politics to their people.  Between Facebook, Twitter, blogs and ideological commentators of all stripes, PAC eligible individuals are being also hearing half-truths, lies and incomplete “facts.”

In today’s world, we can choose to listen only to those whom we tend to agree.   If your company takes a position on an issue that these political pundits disagree with or supports a candidate that they think is an “abomination to democracy,” it is likely that the people who follow them will agree–even if they are your employees or members

It is essential that PAC Managers understand what these stumbling blocks that prevent 80-85% of your eligibles from joining your PAC really are–and then address them directly.

The reality is that most don’t understand your perspective on the issue or why the candidate is important to the company or association.  They tend to interpret them through either an ideological or partisan lens.

The days of telling someone the PAC is important in a vacuum and then expect a positive response are largely gone.

We must understand the full range of their political perspectives and tailor our messages to address the “why” of non-participation.  You will seldom get them to change their views regarding the issue or candidate in question, but you CAN get them to change the way they view your PAC’s behavior, and why it is in the best interest for them and their company/association.

No easy challenge, but it can be done.