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  1. I’ve been advised by several people to launch a blog on my website, but I’m concerned I’ll provide my opponents with ammunition and open myself up to attack. What should I do?

 

Political communication is about finding ways to target your voters. Bloggers are a growing segment among the electorate who increasingly shape the political debate. They are here to stay. Candidates should join them by launching their own blogs. Be aware the idea is not to control the debate but to be part of moulding public opinion. If nothing else, your presence will earn you respect among that community. Also, it will help you gauge currents of opinion and predict which turn particular debates will take. This will help you develop a better understanding of what the public wants and expects from its representatives.

 

  1. I am a councillor in an area that doesn’t have a strong local party and as a result I struggle to get volunteers for leafleting. How can I better recruit people to help out?

 

If people close to your political party shy away from active campaign participation you must give them a reason to join in. You should look for anger issues - themes espoused by your opponent which emotionally stir your supporters. Try to identify these anger points which often involve construction plans, traffic regulation or schooling - frame and dramatise these issues at public meetings and in literature. Individuals affected most will want to come forward and help fight on those issues. Sign them up and make sure you get their e-mail addresses. 

 

  1. I represent a very marginal seat and recently found out my opponent is having an affair. How can I use the information and will it backfire?

 

There are two schools of thought on this. The first is that you should leak the story in the final days of a campaign as it will encourage many of your opponent’s supporters to stay at home on election day. In the last 48 hours before polling day your opponent will be busy denying an affair. That is exactly what you want to see happening. If you go with this option though, make sure you are not seen as the source of the news. The second option is to ignore the affair altogether and refuse to comment if it does appear in the news. Rise above the fray and avoid any backlash from voters who might think you’re using the scandal for political purposes. The choice of course is yours.

 

Christian Schnee is the head of political communication for the Konrad Adenauer Foundation in Berlin.