Values-based messaging

A message is the core argument of your campaign or organizing effort.

In our work at Wellstone Action, we have seen a lot of confusion about, and even disdain towards, political messaging. To some, the word "message" connotes slick sound bites and slogans that artificially prop up a campaign or denigrate an opponent. It is true that in our media saturated culture, many messages are hollow or artificial. But a good message is not simplistic or contrived. It is the core argument of a campaign, and anyone interested in winning on issues or electing progressive candidates needs to understand the importance of message in modern politics and the fundamentals of developing effective messages.

We are big believers in the power of grassroots organizing, but we also recognize that organizing can only be done if people are compelled to become active. Without a strong message that connects with people, organizing is fruitless. We can make that connection by articulating our core values and connecting with people's concerns and the circumstances of their lives. A good message combined with effective organizing multiplies the power of individuals by organizing them into a political force.