Five Ways to Strengthen Your Communications Playbooks
A strong policy position needs a clear message behind it. During Legislative Session, complex issues compete for attention; reporters work against tight deadlines, and a single interview or image can shape how an audience understands your priorities. Effective communication requires preparation long before the microphone turns on.
On October 8, The Mach 1 Group shared five ways to approach those challenges at our Lunch, Learn and LegiSLAY event at the Texas Capitol. The presentation focused on communications strategies staffers could use as they prepare for the 90th Texas Legislative Session, from maintaining message discipline to making existing content work harder. Here’s what we shared…
Make Your Message Stick
When you know an issue inside and out, it can be tempting to explain every detail, but an audience needs a clear understanding of your priorities before they can appreciate the complexities behind them.
Start with two or three powerful messages and return to them consistently. Repetition reinforces your position, emphasizes what matters and helps your audience remember your goals. Rule of thumb: By the time you’re tired of repeating your message, your audience is just beginning to hear it.
Keep the language accessible. Jargon, jokes and acronyms can confuse or distract your audience. Clear, compelling data helps make complex issues relatable and gives people a reason to care.
Finally, anticipating how opponents might frame your position helps you address questions, correct misconceptions and shape the narrative before others do.
Build Relationships Before the Deadline
Reporters are a critical audience for policy communications. Building relationships and understanding their work helps establish trust and credibility.
Honesty and responsiveness are essential. If you can’t meet a deadline or don’t know an answer, say so and offer to follow up. Accuracy is always better than speculation or silence.
Understand the difference between “on the record,” “on background” and “off the record.” These terms require mutual agreement with the reporter before information is shared. Never assume a conversation is off the record.
Choose Your Response Carefully
Every media request requires a strategic decision about who should respond, what to say and how best to communicate it.
Depending on the situation, the right approach may be a legislator, designated spokesperson, holding statement, interview or press conference.
Silence is also a choice, and rarely the best one. Consider what your audience needs to know and what failing to respond might communicate.
These decisions are easier when roles, messages and response procedures are established in advance.
Pay Attention to the Picture
Visuals are part of your message. Camera angles, backgrounds and other details can reinforce or undermine what you’re trying to communicate.
Before recording or sharing photos and videos, check the full frame. Look for distracting objects, inappropriate backgrounds, poor lighting or anything that could be taken out of context. Make sure the setting, people and imagery reinforce your intended message.
Recycle Your Content
You don’t need to create new content for every platform. Floor recordings, event footage, photos, newsletters, press releases and podcasts can all be repurposed to extend a message’s reach.
Turn event footage into social clips, newsletters into short videos or speech excerpts into press release quotes. The goal is to maximize existing content, reach new audiences and reinforce a consistent message across channels.
