How to Stay on Message Under Attack

author
Dr. Louis Perron
blog post louis

If your candidacy is seen as a threat, you are sure to become the target of attacks, allegations and scandals. Once this is the case, a candidate has the following options:

  • Ignore
  • Admit
  • Ridicule
  • Deny
  • Legal action

At the moment, Donald Trump is facing various legal issues. As a presidential candidate, he also needs a communication strategy in addition to a legal defense.

The key in such a situation is to use the media attention due to allegation, scandal or legal problem to circle back to the main campaign message.

For example: “they accuse me for smoking weed back in college, because they want to avoid attention on their terrible record on the economy.”

Or in the case of Donald Trump: “Instead of an alleged affair from more than a decade, we should be talking about how much more you pay for groceries now compared to when I left office.”

Or for the case of Donald Trump: “Instead of an alleged affair from ten years ago, we should be talking about how much more you pay for groceries now compared to when I left office.”

It’s also an advantage if you’re accused of several different things, such as is the case for Donald Trump. It makes it easier to characterize the allegations as politically motivated and to dismiss them all together in one without addressing the specifics.

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