As we start the new year, we find ourselves in an era of discord and division, where partisanship and collaboration often feels out of reach. The reality, however, is that this collaboration is not optional, it’s imperative. Every moment we refuse to reach across the aisle, we waste time and resources that could be directed toward purposeful impact. Despite the clear divisions in our political landscape, opportunities for collaboration still exist, and it’s up to our client stakeholders to find the messaging that effectively speaks to policymakers across the aisle. Here are five strategies to harness bipartisan messaging that encourage connection and pave the way for progress.
(1) Speak to Shared Values and Common Goals: At the heart of every policy issue are universal themes that matter to all policymakers, regardless of party affiliation. Creating jobs, promoting economic growth, and improving the quality of life for constituents, for example. When working with clients, we stress the importance of messaging that focuses on these commonalities. Crafting narratives that emphasize the collective impact of proposed policies rather than their partisan implications ensures it has broader appeal and a greater chance of gaining traction.
(2) Localize Your Messaging: To make your message resonate, you need to bring it home—literally. Policymakers are most engaged when they understand how an issue directly impacts their communities. We encourage tailoring policy messaging to the needs and challenges of local communities, making it easier for policymakers to visualize the benefits and consequences of a policy in their localities. By highlighting the tangible, localized impact of your policy proposals, you appeal to your legislator’s most immediate priorities.
(3) Avoid the Blame Game: At times progress towards change can seem excruciatingly slow. It’s tempting to point fingers when it stalls or when it feels as if our priorities are being sidelined, but doing so often deepens divides. Instead, messaging should acknowledge these challenges while still focusing on solutions and next steps, rather than assigning blame to one side or the other. By maintaining a forward-thinking tone, we can foster an environment where bipartisan collaboration feels achievable.
(4) Celebrate Bipartisanship: The ability to garner support from both Republicans and Democrats is a cause for celebration and a validating talking point. Client stakeholders should highlight bipartisan cooperation, as it signals that the issue transcends party lines, which emphasizes its importance and credibility. We also make it a point to shine a light on instances of cross-party collaboration because it serves as evidence that achieving bipartisan collaboration is not only still possible but also essential to achieving our desired policy outcomes.
(5) Leverage Non-Partisan Validators: Data-driven insights from neutral third-party sources can cut through bias to build trust. Whether it’s research from academia, independent studies, or non-partisan organizations, credible data lends legitimacy to your policy efforts. We aim to support our client’s policy goals with nonpartisan evidence, helping policymakers focus on facts that substantiate policy assertions.
Bonus: Stay Consistent, Not Trendy: While it may be tempting to lean into political trends for quick wins, doing so can erode trust and weaken the heart of your message. Instead, focus on crafting messaging that remains consistent and resonates across party lines. By staying true to core values and prioritizing bipartisanship, you build stronger credibility that will transcend political divides.
Amid our charged political climate one thing is clear: Americans of all political affiliations are eager for meaningful change. Now more than ever, we must urge policymakers to collaborate to deliver that change for their constituents. To do so, stakeholders need messaging that resonates across party lines. By incorporating strategies that encourage bipartisan messaging, our clients can successfully navigate political divides and advance policy goals.
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