In politics, you’re either on message or you are losing. Let’s get to it.
Welcome to On Message, a weekly look at where the battle lines are drawn and who is winning the war of words.
This week… TWO SPEECHES.
As we head into the final days of the 2022 primary campaign season, even the tightest races should be thinking about one of the two speeches they will have to deliver when the votes are counted and a winner is declared.
One speech is a victory speech and one is a concession speech.
Even if you’re sure you’re going to win, it’s a good idea to have one of each.
Some would call that superstition. As Toby Ziegler said in the West Wing…
***SOT: “Of course I wrote a concession. You want to temp the wrath of the whatever from high atop the thing?”***
No one wants that.
Now, I use the term “victory speech” or “concession speech,” but not every campaign will need to make a speech, depending on its size. But a message to your supporters, donors, volunteers and the public from which you solicited a vote is necessary, win or lose.
It’s just good manners.
So, what goes into a good speech to close at least a hard-fought portion of a campaign?
As difficult as it can be, a concession speech should be classy. Thank your supporters; tip your cap to the system that allows for the people’s voice to be heard and, yes, congratulate your opponent.
It may seem like you’ll never run for office again – and that may be true. But you want to step off the stage in a way that you can hold your head high if you choose to run again. And, even if you don’t, you will only help yourself by taking the high road.
The same can be said for a victory speech. It’s okay to be happy, political victories are hard-won. It takes a lot out of a candidate and the whole team. So, thank everyone and tip your cap to your opponent who is not having any fun at all.
The big difference in a victory speech is that it serves a more immediate, strategic goal. If you have a challenging general election coming up, this is the time to hit the gas. While the media has its eyes on you, you want to lead with the vision you’ve been touting, but with the next audience in mind. Be inclusive. Be inspiring. Take all this good energy and show people how you will put it to work for them. Fight the urge to make the moment about you.
The message may not be the ballroom and balloons; maybe it’s an email blast with a video to your supporters. But getting the message right can get you off on the right foot, whatever lies ahead.
That’s it for this week.
More On Message in the next issue of the Utah Political Underground.
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