Go negative in 2008?

The American primaries have begun. It is around that time that some UK political commentators will start to pontificate over the Americans for their negative approach to campaigning. Many politicians in this country abhor negative campaigning and that is why it doesn't happen here to the same degree. Not because it doesn't work – it does.

 

However perhaps the language to define it is wrong?

Every politician I worked for stood for election because they have a vision about how their community, society and country should be. However in order to realise those aspirations first you must get into power and to do that you need to define your opponents, hold the executive/opposition to account and have dividing lines

 

Doing all this has been classified “negative”. It should probably be termed “effective”.

 

There are 3 myths about negative campaigning that need to be debunked

 

1) “I don't like negative campaigning and neither do the voters"

No body does - neither do I. We don't base our campaign around enjoyment otherwise we will have a joke box in every leaflet, dress up in clown suits and play our favourite tunes on a loud speaker. Everyone will like us but no one will vote for us! Everyone likes small babies and fluffy kittens but you wouldn't put them into public office. You don't campaign for your own enjoyment. If you do, get a hobby! You don't campaign for the voters pleasure, they get by just fine without it! You sound like a small child saying “I don't like baths”

 

2) "If we are more positive than the opposition people will choose us"

No, no, no! People in many cases base their most important decisions on negative reasons. "I won't leave my job because I have nothing better to go to." " I will not move home because the housing market in unstable". You need to understand what motivates them and talk in a language they understand.

 

3) "If we are more positive people will believe our message"

You are a politician. People do not believe you when you promise the world. But ensure the record of other politicians is held to account and people will believe that because they also regard you in low esteem.

Many people who get into politics do so for negative reasons - to stop something they don't like. Think about your own motivations. Then get on with it.