Ask Rockridge: Getting Politicians To Listen

Welcome back to "Ask Rockridge," a collaborative project brought to you by the BuzzFlash News Network and written by the Rockridge Institute.

The Rockridge Institute experts want to answer your questions about framing the political discourse. To ask a question or submit comments, see links below.

Or go to Getting Politicians To Listen -- Comment here. To ask a new question regarding a progressive issue that you think needs "reframing," go to: Questions for Rockridge Nation Staff and Community.

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The missteps of progressive politicians are a frequent source of frustration for progressive activists. Getting politicians to open their minds to the importance of framing is imperative if they are to serve as advocates for the values and principles we cherish.

We recently received a question from a reader seeking advice on how to be more effective in introducing politicians to framing and getting them to understand the relevance of the work of Rockridge Institute founder George Lakoff. The reader wrote in part:

I would summarize the response I get from progressive politicians/aides when I try to introduce George's work thus:

"Yeah, yeah, look, we're really busy with __________ (insert current crisis/crises), I've heard of him and we pretty well understand his ideas"; or "we've got really good people in our policy/media/messaging department" - (or if they are the media/messaging dept) - "oh yeah, we've heard of him, yeah, I've been meaning to look at his stuff more - look we're really busy with this campaign, why don't you a) get back to me in a month b) write me a memo and I'll look at it c) contact so-and-so" (who then never gets back to me) etc.

I've worked with many officeholders and candidates over the years. I know how difficult it can be to get them to take a new path -- even when they were paying me to find them new paths.

Framing the work of the Rockridge Institute and George Lakoff for politicians is tricky. It shouldn't be, but it is. Your question comes with an accurate portrayal of a politician's typical response to framing advice from a constituent: "I have a great communications team, we're aware of Rockridge's work, etc., etc." This kind of response is otherwise known as a "kiss-off." Nonetheless, it is imperative that progressive politicians do more than pay lip service to framing. How do we get them to open their minds?

The first priority of even the most committed officeholder is his or her political survival. A politician may care deeply about education or health care, but that politician believes first and foremost that his or her re-election is essential to the success of whatever cause they believe in.

That means we have to talk about how knowledge of framing will get them re-elected, not about how such knowledge will advance the progressive movement or make for a better America. Just being realistic here, not cynical. It's also important to let them know that their voters will respond much better to honest expressions of values and principles than they do to 12-point policy plans and tired old political cliches like, "I fight for you."

In other words, make sure the candidate or officeholder knows that knowledge of framing will get him or her more votes.

Another tip: Make yourself familiar with the candidate or officeholder's recent public communications and begin with honest flattery about an action you admire before suggesting a different approach. In politics, flattery doesn't get you everywhere, but it gets you somewhere. Putting officeholders and staff on the defensive from the outset gets you nowhere in a hurry.

Repetition is also important. Whether the officeholder is familiar or unfamiliar with framing, he or she needs to be told about it from multiple sources. Seek out their friends and allies. Inform them about framing. Give these friends and allies copies of Thinking Points, Don't Think of an Elephant!, Moral Politics, etc. Send repeated suggestions, props, observations about the messages of other politicians.

If possible, build relationships with staff. Make them look good. Make it seem as though the ideas are originating with them, not with yourself. Staff wants to get credit the way elected officials want to be re-elected. Their careers depend upon it. And, believe it or not, they are often forced to listen to many bad and unhelpful suggestions from constituents so they often tuck all constituent suggestions into the same seldom-used file folder.

The trick, then, is to get and keep their attention in socially powerful ways. Elected officials and candidates have a lot on their plates, and it is very difficult to get them to open their minds to something new. Be patient, be persistent, be helpful, be right. You can't do any more than that.

Finally, you must remember that you are doing more than giving good message or communications advice. You are asking that politicians look deeper into the values behind their policies and actions. In many cases this analysis may lead them to reconsider those policies.

In other words, don't tell them you have better "spin." Because it's not about spin. You are bringing them a better world.

Glenn W. Smith
The Rockridge Institute

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Rockridge Nation is a community project of the 501 C-3 Rockridge Institute. The weekly question posted on BuzzFlash.com is designed to help readers express progressive views and values in the ongoing dialogue that is politics.

Thinking Points: Communicating Our American Values and Vision -- A Progressive Handbook (Paperback) by George Lakoff and the Rockridge Institute.

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