In one week, Boston voters will pick their next mayor. The latest polling says Michelle Wu holds a commanding 32% advantage over her rival, Annissa Essaibi George. This year’s race offers some lessons public relations professionals can apply to their clients, even those whose work is outside the political arena.
Lean into personal stories
Personal stories can help connect candidates with voters, especially in races where policy differences aren’t that extreme. Boston mayoral front runner Michelle Wu has been very open about her mother’s struggles with mental illness. And she talked about the obstacles she faced opening a business in Chicago as an important influence in shaping her as a problem-solving Boston politician. Annissa Essaibi George has spoken about her father’s challenges as an immigrant from Tunisia, which led him to believe that their last name would prohibit her from succeeding in politics. Last year, when President Biden talked about how he lives with a stutter, he helped voters understand his speaking patterns during debates and speeches, while also showcasing his talent for empathy. Similarly, clients seeking favorable media coverage would benefit by sharing a personal story of a tough time in their life, if their goal is to help audiences understand them and their work more fully.
Negative doesn’t always work
Candidates who are behind often go negative to try to close the gap with voters. Essaibi George has emphasized her Boston accent on the campaign trail to point out that she grew up in Boston and Wu did not. However with recent census data showing only 43 percent of Boston’s population was born in Massachusetts, that hasn’t resonated with voters. Essaibi George, voicing her concerns in a recent NBC10 Boston debate about a donation Wu received from the conservative father of a college friend, led to the Globe saying Wu did nothing inappropriate. The lesson here: Be careful and do your homework before openly criticizing a rival or it can make you look petty.
Articulate purpose
Earlier this year, Acting Mayor Kim Janey looked like a natural frontrunner since she had the advantage of doing the job while campaigning for it. However, she was not able to secure a top two finish in the preliminary election, which was necessary to move on to the final election next week. Some critics said it was because she failed to outline why she was running or her vision for the city. Organization leaders seeking positive press should be sure to create clear messaging that explains who they are, what they do, and why their work is important. Then they must consistently reinforce those points as often as possible through interviews, their website, and on their social media platforms. Leaders must give interviews with passion and conviction, so they stand out and are captivating. Media moments provide great opportunities at making memorable impressions.
Endorsements add credibility
Since finishing first in the primary in September, Michelle Wu has paraded out a string of people to endorse her candidacy including Acting Mayor Kim Janey, Congresswoman Ayanna Pressley, Senator Elizabeth Warren, and Senator Edward Markey as well as leaders of groups representing Haitian and Black interests. While endorsements are not a guarantee of victory, they have helped cement Wu’s front runner status. Similarly, leaders should seek out supporters who will have good things to say about them. Having these third-party endorsers in mind to vouch for your organization in the media is also an excellent insurance policy in case of a crisis.
Elections can be made or lost based on messaging. So can public relations campaigns.
Banner Image: © Daniel Schwen via Wikimedia Commons
