TALK RADIO – A NEW GRASSROOTS
TOOL MAKING THE DIFFERENCE IN CAMPAIGNS

by Doug Guetzloe

 

Talk Radio, an American political phenomenon can play a decisive role in winning your campaign in November.  Talk radio can strike fear in the hearts of your opposition and give hope to your campaign volunteers and contributors.

 

Thanks to Rush Limbaugh, talk radio has enjoyed resurgence unparalleled in American culture.  Once the only medium for news and talk, with the advent of television in the 50’s and cable in the 90’s, AM radio was relegated to country music and religious broadcasting.  Today, talk radio is ubiquitous in political America.  Recently talk radio was a strong bastion of conservative right wing politics and today has evolved into a varied mix of political ideology with the advent of Air America; Randi Rhodes; Nancy Skinner and many more liberal/progressive shows that are going head to head, toe to toe with the conservative icons.

 

Regardless of the political bent of your local and national talk show hosts, developing a strategy of influencing talk radio hosts and their listeners can pay huge political dividends for the November elections.

 

Some pointers for using talk radio in your campaign plan:

 

Talk radio creates a “buzz” for your campaign or candidate.  We use the old adage, “everyone is listening” in talk radio.  “Everyone” may not be listening, but I can assure you that many of your campaign team and especially your opponent’s campaign team ARE listening.  What talk show hosts and their callers say about your candidate or campaign can create a buzz for your candidate or against your opponent.  If I had a dime for everyone who said “I heard this or that on your show” I be retired.  Decision makers listen to talk radio and so do political junkies.

 

Talk radio is addicting.  Talk radio has measured its increasing success on the addictive nature of the medium.  It’s free and it’s easy to do.  Whether listening while on the road or by streaming audio on your PC, it’s addicting.  That’s a huge measure of talk radio’s success.  Use this addiction by political junkies to your favor.

 

Influencing talk radio is relatively easy to do.  One caller can get a topic going.  You can use talk radio to effectively deflate the opposition or throw more fuel on an ongoing fire.  Many talk radio hosts will use the day’s news as the fodder for their talk shows.  Talk show’s hosts are always looking for issues to encourage more listeners and direct participation.  Use that angle.  If your candidate or cause has a major announcement – use talk radio to expand on the issue.  Conversely, if your opponent or opposing issue has made a blunder – use talk radio to augment the relevance of the blunder.

 

Coordinate your talk radio effort.  Have a written plan in effect and hire a talk radio consultant to develop one.  Distribute your talk radio plan directly to your volunteers and those that want to participate.  Only 1/10th of 1% of those that listen to talk radio actually call in.  Every talk show has its “regulars.”  Develop your talk radio volunteer army by coordinating the effort.  Plan the day, the time and the message for the callers to call in – two or three “longtime listeners – first time callers” really makes a huge impact and the talk show host is more inclined to take them when they identify themselves as such.

 

Develop a list of talk shows, hosts, talk radio times, station call letters and call – in numbers to distribute to your talk radio team.  Make certain your talk radio team has the talking points for the day/week.  Have your team member’s work from a written script; no one listening will know the difference.

 

Use the Internet – the “new grassroots” to help coordinate your strategy and talk radio team.  You can quickly get the talking points distributed and you can also put a hyperlink to the talk show to listen to “streaming audio” live on your PC.  With the advent of streaming audio, the reception issues with many AM stations are resolved.  By minimizing your streaming audio screen you can literally send and receive additional talking points and issue updates as emails of IMs keeping your talk radio team fully informed and briefed.  Done well, this can be an awesome political weapon.

 

Use new people and new voices once a talk radio volunteer has made it live on a specific radio talk show.  Have those individuals concentrate on the next talk radio target.

 

Talk radio hosts use board operators as “screeners.”  Most talk show hosts will try to establish the issues being discussed that day.  Whether the show is an hour or three hours, most hosts will let you know what the topic or topics of the day will be.  If it’s on point – great.  If not you may want to change the topic and move the discussion to your issue.  The board operators usually ask your name and your topic – most do – some don't.  For those that do – give them your first name or your middle name – no one knows anyway and tell them you want to talk about the topic de jour.  When you get on the air you can try to segue into your topic or simply re-direct the discussion.  Most talk shows have a thirty second delay and you may be cut off – most talk show hosts won't but some will if you're not talking about their issue.  Play it by ear, see what works.

 

Talk to the show’s producer if they have one.  All of the national talk shows have show producers.  Some of the regional talk shows and local talk shows have producers.  Give them a call to talk about the possibility of interviewing your candidate or setting up a debate or a forum.  If you have some opposition research to “leak” give it to a friendly producer or talk show host first.  You get your message out and you've made a friend.  Make certain the information you give is accurate and complete.  One thing a talk show host doesn't want to do is put out false misleading or easily disputed information.  Every talk show host I know wants to be accurate and truthful when presenting information to their audience.

 

Don't forget national and regional radio.  Most of those shows can be accessed and should be.  Neil Boortz and Sean Hannity are fairly easy to access.  Hannity even set’s aside the last 3-4 minutes for an open mike 5-second statement.  You can get a lot out in 5 seconds – go for it.  During our successful Ax the Tax campaign against the Mobility 2020 tax proposal – we successfully got “Ax the Tax” mentioned several times right before the vote.  Don’t forget the national shows.

 

Stay on message and be prepared to discuss the issues and the talking points.  Talk radio is an incredible tool if done correctly and professionally with enthusiastic and prepared volunteers.  It can also turn quickly into a disaster if not well thought out.  Make certain you have the right combination of factors in place – enthusiastic volunteers – concise written talking points – conversational demeanor and you’re set!

 

Bottom line – you can win with talk radio.  Put your plan together and make those calls!

 

Doug Guetzloe has been the Host of The Guetzloe Report (www.guetzloe.com) a news/talk show for ten years in the Orlando market heard on 1190 WAMT, a Fox News Station.  Doug is also Founder and President of Advantage Consultants, public relations marketing firm that provides political consulting and radio production for candidates and committees.



How a Small but Organized Grassroots Campaign Can Beat a Multi-Million Dollar Tax Increase Plan
Sunday, July 09, 2006

By Doug Guetzloe

It was Election Day around 2:00 in the afternoon when I received my first call from a reporter covering the multi billion dollar Mobility 2020 referendum vote.  This reporter had covered the campaign during the last several months and the question was an odd one.  “What are your thoughts on losing the campaign today?” 

With five hours of voting remaining and no exit polling being conducted of that I was aware, I was surprised by the question.  The reporter continued that Orange County Mayor Rich Crotty the leader and inspiration of the “Crotty Transportation Plan” and the instigator behind the $8.8 billion tax plan had just released the results of not one but three separate and independent surveys.

They showed that when the polls closed the massive tax increase would pass with between 58 and 64% of the vote, handing my grassroots political committee, Ax the Tax, it's most devastating defeat in our 21-year history of defeating tax increases.

Since I founded Ax the Tax, we have led taxpayers to 13 victories, defeating over $11 billion in proposed taxes.  Ax the Tax is the most successful grassroots political effort in the country, so naturally, the question took me by surprise.  I responded that we didn’t plan on losing and that we had scheduled a victory party at a local sub shop whose owners supported Ax the Tax and we’d see them then. 

The reporter said that Crotty had told him he better get a quote early since when I lose I wouldn’t be found for a comment.  I laughed and told them I’d see them later.  That was the first of several calls over the next hour as more reporters called with the same dour prediction; the Crotty plan would pass and we would be defeated in the highest profile battle we had ever conducted.

After all, it made sense to the compliant media.  The Crotty Transportation plan called “Mobility 2020” had raised and spent over $1.5 million.  Another $300,000 had come from allied trade associations and organizations.  Mob 2020 as we called it had raised and spent more money than any other tax proposal in the history of Central Florida.  Ax the Tax had defeated large sums before with our well organized grassroots mobilization, but previous campaigns paled compared to the seemingly invincible juggernaut of Mobility 2020.  It made sense to the media.

We had raised about $34,000, spent mostly on organizing the grassroots and on campaign signs and materials.

That night was certainly interesting as we watched the returns come in and Ax the Tax took the lead.  When the smoke cleared and a winner was declared, Ax the Tax had, once again confounded the experts and the pollsters and all the political pundits who had predicted defeat by winning 54% of the vote from Orange County taxpayers.

The next day our incredible grassroots victory found its way into the pages of USA Today with a photo of me claiming victory at our Ax the Tax victory party.

How did we do it?  How did we defeat a $1.5 million dollar bankroll to win?  Effective, motivated, informed and mobilized volunteer forces are a MUST for any campaign. Effective grassroots management is critical for any candidate’s success.

Our volunteers were dedicated, hard-working and well-organized.  We organized key voter canvass by door and by phone.  We held carwashes to generate support and get our Students against the Tax involved and energized.  We used our grassroots for radio and TV internet polls to show support for our side.  We used our award winning website (www.axthetax.org) to keep everyone informed and involved.

In the high tech world of campaign tactics, utilizing real time communications has become a catalyst for effective grassroots politics.  Rather than negating the need for grassroots, it provides the means to enhance the grassroots experience and provide the cutting edge, especially in a close race, for victory.

Organization and a solid plan are a must.  Here at ten proven ingredients for implementing a successful grassroots effort:

  1. Budgeting for grassroots success.  Employ a grassroots consultant.  It’s critical to have a strategic and tactical plan in place to maximize volunteer grassroots involvement in your campaign.

  2. Mesmerize, motivate and mobilize your volunteers.

  3. Feed them.  “Water” your grassroots with food and plenty of thanks from the candidate and grassroots coordinator.  You don’t have to have a campaign headquarters to do that.  Prior to a grassroots event meet at a local coffee shop to distribute maps and instructions.

  4. Involve the media in organized grassroots events.  Standing on street corners with signs or going door-to-door or having a volunteer car wash is always good media.

  5. Communication is critical.  Use the Internet; phone trees. Websites to keep grassroots volunteers involved.  If you don’t use them “you lose them.”

  6. Internet warriors.  Grassroots volunteers can be organized to participate in candidate internet polls and research.

  7. Rally support.  Use your volunteers as a “praetorian” guard for your candidate.  Enthusiastic sign waving volunteers are always good media at rallies, news conferences, candidate debates and more.

  8. Use grassroots volunteers for individual postcard mailings.  Have grassroots volunteers bring their Christmas card lists; civic groups; church membership list; youth sports list – any and all lists and have your grassroots individually address postcards with a personal message to everyone they know.

  9. You CAN fire volunteers.  Don’t get stuck with the volunteer from hell turning off other volunteers.  That one could be a spy or just on a power trip.

  10. Keep your grassroots involved and active – grassroots are the key to victory in a high tech world.

Doug Guetzloe, President of Advantage Consultants is a battle hardened veteran of hundreds of successful political campaigns.  Doug is the founder and Chairman of Ax the Tax, one of the most successful grassroots political committees in the country.  Doug is also a radio talk show host with the Fox Radio Network.