“Owning the libs!” Someone on TV, the other morning, describing the Republican Party’s strategy in the run-up to the recent election, was using those words.
The GOP, explained the TV-news commentator, is determined to ‘own the libs’. And, indeed, judging by the number of seats Republicans gained in the House of Representatives, and by the more than 70 million people who voted for Donald Trump, even though he lost his bid to serve the next four years in the Oval Office, the GOP strategy was somewhat successful.
From what I’ve read about the 3rd Congressional District race in Colorado, Democrat Diane Mitsch Bush, like other Democrats across the country, had to fend off rather spurious allegations regarding “the libs” and Socialists, allegations that might have factored into the 3rd District Democratic nominee’s defeat.
The Republican Party’s PR strategy, for some time, now, has been quite clear. Keep repeating certain messages, so people will associate Democrats with Socialism and Socialists, and with the even more nefarious-sounding word — Antifa — a word meaning anti-Fascist, which, by the way, actually isn’t as evil as it may sound. Fascism is “a system of government marked by centralization of authority under a dictator,” according to the Free Dictionary.
What’s worse? A fascist dictator, or anti-fascist (Antifa) activists?
What I’m getting at, in this article, is PR messaging. And perception… various ways in which people can be driven to see things. From 40 years in the PR business, I’m able to share with you, some insights about communication tactics and strategies.
Early in my career, a colleague of mine, who was philosophizing about public opinion, cited the 80/20 rule, suggesting that 80% of public opinion was being shaped by perception, while only 20% was being shaped by reality. Very clearly, in my colleague’s mind, perception was far more powerful – far more potent – than reality.
It seems he was absolutely right. If someone repeats something often enough – even misstatements and falsehoods – the 80/20 rule may very well work to that person’s advantage… where a significant number people are being influenced by what they happen to be perceiving, at various moments in time, rather than by reality.
Unfortunately, various people in the public eye right now, are feasting, so to speak, on the 80/20 rule of PR messaging. They understand all too well the power of repetitive messaging. Say something often enough, and you will convince lots of people to agree with you. No matter what!
That’s frightening!
Was it 80% perception, rather than reality, that led millions of people to vote the way they did in the last election?
If the answer is ‘Yes’… and various politicians go on, blatantly, doing what they’re doing… that’s one heck of a problem!
Harvey Radin is former senior vice president in charge of corporate communications and media relations, Bank of America Western Region. He makes his home in Redwood City, CA.