Barack Obama's Campaign Strategy: How you can apply his PR techniques to your publicity campaign

December 2, 2:07 AMSF Marketing & P.R. ExaminerSusan Harrow

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1. Define your character.
When you create a consistent character that embodies your deepest principles people perceive you as "whole" and trustworthy. We align with leaders who are aligned with themselves.

According to Joel Benenson, the primary pollster for the Obama campaign, Obama's image was more clearly defined than McCain's. Benenson stated that Obama had established an anti-Washington reputation that was characterized by his determination that he was "going to tell you what you need to hear not what you want to hear."

As a result people perceived Obama as a truth teller, which is something we hunger for in this time when it seems so rare. To concretize trust define yourself clearly, tell the truth, then make good on your words with actions that demonstrate you're committed to those truths at any cost.

2. Create a strong, positive and consistent message.
Barack Obama had one elegant philosophical approach that was simple to assimilate and understand. "Voters are looking for the remedy not the replica". His strategy was to position his opponent, John McCain, as the replica and himself the remedy. This message became the core of his campaign. Distilling your message into one clear sentence has deep resonance. After you've established that foundation you can build the rest of your your publicity campaign on your one core message.

3. Communicate casually via video.
David Plouffe, one of Barack Obama's campaign managers, created home-made-looking online videos discussing strategies to keep supporters and organizers excited, engaged and involved. Rather than being slick productions, they were consciously rough-hewn in order to connect casually.These videos are similar to the ones friends might send to each other to stay connected on facebook, youtube or myspace.

By keeping them casual they became more like chat sessions than formal lectures. Plouffe speaks directly to the camera and you can see maps pinned to the wall and piles of papers on his desk.

Casual videos on your website make you approachable and real and add that "I feel like I already know you" sensibility. Watching someone in their personal environment also creates an atmosphere of trust and a sense of intimacy. Over time, this proper intimacy encourages loyalty and builds trust so your supporters come to believe in you in a profound way.  

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