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Dear Herndon Partner,
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Engaging in a public education campaign (both national and state) to explain the benefits of the new health law is important. Why? The law, though gaining in popularity, remains open to attacks, we don't want the public to leave any benefits on the table, and we want to lay a strong foundation for improving the law.
The environment is a challenging one. However, about 40% of voters say they need to know more about the law before forming an opinion. And while they are weary, they are persuadable. Therefore, Herndon Alliance is:
- Once again sending out 'Messages of the Week' – messages aimed at key audiences (women, seniors, Latinos, independent voters, moderate middle families), tapping into specific values (security, control, accountability, fairness, responsibility), and helping to build the public's confidence.
- Refining our messaging by conducting focus groups this week in Nevada, North Carolina, Pennsylvania, and Missouri. We will follow up with web polling. By the end of July we will have our next round of findings.
- Presenting a redesigned website http://www.herndonalliance.org to make it easier to navigate and richer in content. You will no longer need to sign in as a partner. Let us know what you think.
And make sure to check out the new government website: www.healthcare.gov
Bob Crittenden, Herndon Alliance
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Message of the Week, July 15, 2010: A Proactive, Positive Public Campaign
The type of hits we can expect to hear:
"While rushing their massive government taveover of health care through Congress, President Obama and congressional Democats promised it would create jobs, reduce the deficit, allow Americans to keep their health care, protect seniors' coverage, prohibit tax payer funded abortions, and gain the support of the American people. It isn't just that none of these promises or predictions have turned out to be true. In every instance, ObamaCare has made matters worse." - Congresman Boehner
Messaging Tips:
- It's best to be proactive when engaging with the public and explaining the law;
- First address values that connect with the public (i.e. choice, accountability);
- Remember that the public is in no mood for rhetoric; they want solid information that the law has REAL reforms which will directly affect them in positive ways - so, quickly move from values to facts.
Example Message:
"Our new health law puts into place reforms that over time will finally make insurance companies more accountable, guarantee all of us more choices, and secure and enhance the quality of care for all Americans.
"Portions of the law have already taken effect. We can now keep our kids covered on our plans until they turn 26, securing quality care for them without adding to the stress of finding a job in this economy. States can hold insurers accountable for unreasonable rate hikes - it's no surprise that while the insurance industry reaped record profits over the last couple of years, most of us saw dwindling bank accounts and loss of jobs. And tax credits for small business owners boosted motivation and choices for providing employee health benefits."
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