Politics is great theater. It also delivers priceless lessons on the importance of clarity, consistency and authenticity of message.
For example, during a conversation on messaging with a CNN reporter today, senior adviser Eric Fehrnstrom juxtaposed moving into the general election campaign with the Etch A Sketch children’s toy proclaiming, “you can kind of shake it up and we start all of over again.”
Tell me he didn’t honestly say that.
Oh, but he did, and his Republican opponents and Democrats jumped all over the statement. They are getting a lot of mileage out of it and are mercilessly pummeling the Romney campaign.
I have to ask: where is the discipline in the Romney camp? These kind of bonehead statements seem to come out of Mr. Romney’s or a spokesperson’s mouth with regularity. It’s alarming and disturbing.
I wonder if the Romney campaign’s theme song is The Cars hit “Shake it up”.
Abject lesson for business
It’s also another prime example of how talking off script can burn you. One slip-up can decimate months, if not years, of work and instantly destroy credibility.
Business and marketing communications professionals know this all to well. The best of us are on the straight and narrow at all times when publishing content for, or speaking on behalf of, our clients.
Precision in communication requires focus and mental acuity. Spokespersons must always be on message, tuned to what they are saying and how it will be received and perceived. If what we convey is true to the brand’s value proposition and the customer experience, all is well.
Unanticipated windfall
One organization that is undoubtedly thrilled with all the buzz Fehrnstrom generated is the Ohio Art Company, the manufacturer of the Etch A Sketch. Headquartered in Bryan, Ohio, which is my home town, I suspect folks there are positively giddy about the blue bird Romney’s senior advisor threw them.
"Happy to see Etch A Sketch, an American classic toy, is DRAWING attention with political candidates as a cultural icon and important piece of our society," said Nicole Gresh, spokeswoman for the manufacturer. "A profound toy, highly recognized and loved by all, is now SHAKING up the national debate. Nothing is as quintessentially American as Etch A Sketch and a good old fashion political debate.”
Who would have thought national politics would put the spotlight on little old Bryan, Ohio?
There are probably a lot of people in my home town with big grins on their faces. I’m happy for them.
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