Political Strengths
Identifying the Political Strengths (and Weaknesses) of Your Candidate and Your Opponent
YOUR CANDIDATE:
Identifying the political strengths of your candidate is the first step in defining your candidate and
developing a communication message around that identity.
These strengths may be obvious, such as a candidate's professional successes. Or, the strengths of your
candidate may be less apparent at first. I've found that it helps to create a chart identifying both your
candidate's strengths and her weaknesses.
By pointing out your candidate's shortcomings or weaknesses, you might find yourself countering with a
previously unnoticed strength. For example, by listing her shortcomings, you may say, "My candidate has
only worked in the private sector and has zero experience in governing." While that may turn off some
voters, you could parlay this "weakness" into an advantage by characterizing that lack of experience in elected
office as giving your candidate a unique perspective on today's problems that those who have spent years
working as a public servant may not have.
OTHER CANDIDATES:
Weaknesses:
As you create your political strengths and weaknesses chart you will often find that a strength or weakness
can easily be transformed into the opposite. So, one campaign will say of an opposing candidate with
primarily private sector experience "My opponent does not know how legislation works and will not be able
to make good on his promises to the voters." (You might recall that this is the argument that Michelle
Bachman made for why she should be the GOP candidate--the other candidates were simply saying they
would repeal "Obamacare," while she detailed the challenges to such an action and explained that it would
require wider Republican control of Congress as well as the presidency.)
On the other hand, you can use that lack of legislative experience as a positive (much as Oregon gubernatorial
candidate Chris Dudley did in 2010's contest, arguing that his experience--as a retired professional basketball
player...--is more in line with the lives of ordinary Oregonians).
Strengths:
Similarly, identifying the strengths of your opponent will help you predict how his or her campaign strategy. If
your opponent was a conservative Republican lawmaker in the 2010 primary and was challenging your
moderate Republican candidate's seat in Congress, it's safe to assume that he or she would try to stake out a
position farther to the right of your candidate and use his or her moderate record to create the perception
that the candidate is a RINO or even progressive. Fortunately, you will not be surprised by this strategy as you
have carefully "gamed" your opponent's strategy by identifying his strengths and your own candidate's
weaknesses.
Example: 2012 Election (Obama vs. Romney)
In 2012, Americans were weary of the long wars in Afghanistan and Iraq. Also, they're worried by the nation's
drawn-out economic pains and high joblessness.
One of Obama's strengths is that he is an inspirational speaker, seen as a visionary leader and boasted a
strong foreign policy record after the death of Osama bin Laden, leader of the terror group al-Qaida and
mastermind of the Sept. 11 terrorist attacks, and the withdrawal of U.S. troops from Iraq. Obama stressed the
importance of U.S. military might and protecting Americans from harm. It's a delicate balancing act as he also
brings home American troops from overseas.
Weaknesses included seeming aloof from ordinary Americans, struggling to work with Congress and baggage
from nearly a full term as president. His health care reform and financial regulation are also unpopular with
many Americans.
Romney's strengths include that he is seen as a strong business leader, which many believe would make him
a good president. That's why Romney — a former corporate chief — has been focusing on economic issues.
But like Obama, the wealthy former business executive has weaknesses such as he also seemed aloof to
average Americans, and he was also perceived as flip-flopping on some issues
How was this used during the Campaign?
Romney mocked Obama's campaign slogan, "Forward."
"It's like, forward, what, over the cliff?" he asks. The GOP Super PAC "American Crossroads" has produced an
ad called "Backward" in which an announcer states, "The only thing moving forward is the national debt."
So Obama's campaign blasted Romney for keeping money in a Swiss bank account and suggesting he shipped
jobs overseas.
Romney counters that Obama is "attacking success" and "dividing the American people."