Seems to Me

‘What you want, Baby, I got’

Running a clean campaign on your own merits

Seems To Me...

What You Want, Baby, I Got. Sound familiar? It should. It’s the opening line to Aretha Franklin’s iconic “Respect.” And it’s what you need to be touting when running for public office. Maybe rural state like Arkansas, said in an interview earlier this year, “Candidates need to stop the name-calling.” His advice should be heeded not that exact phrase — but that message. Your message is why you’re the right person for the job, not why someone else isn’t.

Running a great political campaign is like writing a great resume. When you’re running for elected office, the job description pretty much tells you what the employer [the electorate] needs, doesn’t it? So your campaign needs to be the answer to that need. In other words, what they want, you got. Just like a good resume embeds keywords throughout the document — your campaign must use keywords, ideas and policies. Use these in a positive way promoting your candidacy.

I believe negative campaigning is crippling our political system. Negative campaigning, known colloquially as “mudslinging,” is trying to win an advantage by referring to negative aspects of an opponent rather than emphasizing one’s own positive attributes or preferred policies.

Negativity N is common in egative campaigning prevents many good candidates children, political campaigns across from entering politics and public service and leaves us our country. We are with candidates who are comfortable with conflict. bombarded with messages telling us that candidates, politicians and the government are corrupt, incompetent failures. Candidates say this about their competitors, and politicians say it about the opposing party. Candidates seeking elected office for the first time almost universally justify their own election by saying the existing government is broken and that change is needed. Just because negative campaigning is common does not make it right.

Negative campaigning prevents many good candidates from entering politics and public service and leaves us with candidates who are comfortable with conflict. Government becomes populated with people who are primed for conflict, which causes deadlock and paralysis, making the government less able to do the work of the people. This, in turn, leads to less support by the public, more negative campaigning and fewer good candidates. It is a destructive spiral.

It was not long ago that this scenario was attached only to national government. But, unfortunately, it has filtered downward and has affected all levels of government — even local government. David Letterman, commenting on the “ugly” campaign that I’ve been describing said, “You look at some of these races around the country, and you think it’s just a shame somebody has to win.”

U.S. Congressman David McKinley of West Virginia, a small in national, state, county, municipal and elections of any type. Furthermore, this advice is useful for both the candidates and their supporters. There’s nothing wrong with “healthy” competition, with “healthy” debate. It is extremely important to want the right person for the job. That is what we all want — someone who has our best interests in mind, someone honest and respectful. Hey, there’s a key word for operating a clean campaign — “respectful.” It is absolutely important, especially in a local campaign. Always keep in mind that the opposition are people too. They have children and grandbrothers and sisters, nieces and nephews, along with many other friends and relatives. Keep that in mind before you begin to blast your opponent in public, perhaps unknowingly in the presence of his or her family. Choose to be respectful before typing a rumor-filled rant on social media. When the election is over, they will still be our neighbors. There is no good reason to be ugly in a campaign and cause a lot of hard feelings among friends and neighbors in our Arkansas counties. I had 14 campaigns for county constitutional office. Many of those were uncontested because I made sure I took care of my “local politics” on a daily basis year round. I did that by having an open-door policy to everyone regardless; I was very active in the community and community activities; I did not bad mouth people; and I strove for excellence in the operation of the people’s office to which I had been granted the privilege to serve. [It was not my office.] But there were times that I did have an opponent. My example will be my 1986 race in which I had an opponent from an old established farm family of the county. Some believed I was vulnerable that year because I had just gone through a divorce the previous year. [Not something I’m proud of or brag about, I’m just telling the truth — the facts.] My divorce — my failings — were used against me in the campaign. Some things said were true; others were fabrications.

Eddie A. Jones County Consultant

How did I handle the negative campaigning against me in 1986? I remembered what Bill Clinton told some of his friends in his 1982 campaign for governor when he was trying to make a comeback. He had lost to Frank White in 1980 after serving only one term as governor. He had taken many hits in the 1980 campaign, and he resolved in 1982 to respond to every allegation. Clinton said, “If someone repeatedly spreads lies about you, and you don’t answer, people eventually will believe them.”

Some of the hits Clinton took in the 1980 campaign were true — others were not. In the 1982 campaign Clinton publicly apologized, on statewide television, to the people of Arkansas for the mistakes he had made in his first term and asked for a second chance. When a lie was told about him during the campaign he addressed it.

In my 1986 campaign I publicly admitted my personal failings, but in talking to the electorate told them I was no different than they were. I was human. I had made mistakes and would make more. They appreciated my honesty and openness.

However, I made it a point to tell them that it was my desire to continue to serve them in an honorable and professional manner as their “public servant.” In my five plus years of service at that point in my career I had already gained a reputation for being forthright and truthful but cognizant of others feelings, operational excellence, exacting and accurate “to the penny” financial reporting, a willingness to work with the quorum court and other elected officials, a strong financial management plan, and a willingness to listen to the electorate.

During my 1986 campaign my opponent made several allegations about me and my tenure as a county official that were not true. They were not necessarily being said by my opponent, but by her supporters and inner circle. I addressed each of the allegations but never mentioned the name of my opponent nor did I ever say anything negative about my opponent.

Not mentioning a name reminds me of the 1976 presidential campaign. During Gerald Ford’s administration, after taking over the presidency upon the resignation of Richard Nixon, he was in a news conference when journalist Fred Barnes asked a question. President Ford said, “This was during the 1976 primary campaign, in which my main opponent for the Republican presidential nomination was Ronald Reagan. One big issue in that campaign was the pardon of Richard Nixon. Though I felt I had done the right thing, I wasn’t exactly eager to call attention to that particular decision. Evidently, my reticence didn’t escape Fred. He got up at the press conference and said: ‘Mr. President, two or three times today you have talked about your predecessor, and once you referred to Lyndon Johnson’s successor. Are you trying to avoid saying the name Richard M. Nixon?’ My answer was simple and succinct. I said, “Yes.”

Although Richard Nixon was not Gerald Ford’s opponent — it was not a name that he wanted associated with his campaign in the 1976 Republican presidential primary. I believe mentioning the name of your opponent in your campaign just gives them free advertising and exposure. Do your best to never mention the name of your opponent when campaigning and never talk badly about your opponent. Run your race on what you have done and can do for the folks in your county. Run on your merits, not the demerits of others. If you don’t have enough merits, you probably don’t need to be running.

And now, back to my 1986 campaign. When it was all said and done, I won that election with 67.6 percent of the vote. The Pocahontas Star Herald reported, “Randolph County Treasurer Eddie Jones received the largest percentage of the vote in this county, polling 67.6 percent as compared to 32.4 percent for his challenger.” Some of the names on the ballot that year included Gov. Bill Clinton, former Gov. Orval Faubus, Lt. Gov. Winston Bryant and U.S. Rep. Bill Alexander. I felt fortunate to have polled more votes than anyone else on the ballot, but I truly believe that I could have lost that race if I had decided to go negative.

I understand that this publication is read primarily by people who are already elected to office — so you’re running for reelection. You want to run a clean campaign but your opponent is known for running a negative campaign. How do you maintain your commitment to run a positive campaign and not let your opponent get the upper hand?

First, let me tell you that surveys show that more than 80 percent of survey respondents think that attack-type campaigning makes people less likely to vote. Similar percentages characterize attack campaigning as unethical and expressed the view that such techniques produce less trustworthy leaders. Voter preferences suggest that campaigns that emphasize fair, relevant and truthful information will be more effective and appealing to voters.

Here are some ideas about how to run a clean campaign: 1. Run a campaign that voters can feel good about. A yardstick for measuring campaigns is whether their tactics are designed to draw voters into the process and to the candidate’s run for office. This includes: • Asking voters to support your candidacy based on your positions on the issues facing the county; • Being honest about your views, what you will do and the kinds of decisions you will make when elected or re-elected; • Using campaign methods that meaningfully engage the public about issues facing the county or the office you are seeking; and • Treating fellow candidates with honesty and respect — confining any criticisms to issues that are relevant to the office being sought, not criticisms of the opponent.

Some of the campaign techniques that push people away from the election process include: • Personal attacks such as name calling, character assassination, innuendo and stereotyping; and • Mischaracterizing others’ positions for political advantage — such as using half-truths or twisting the facts to create a false impression. 2. Responding to negative attacks in the proper manner. If you have pledged to run a clean campaign based on truthful, relevant and fair information, it can inoculate your campaign against the effects of unfair negative attacks by your opponent. The goal of pledging to run a “clean campaign” is to have negative attacks on your campaign look conspicuously uncongenial from the fair and informative tone that you are setting for your campaign.

If you are the victim of a negative campaign, analyze what

Campaigns

you consider to be an attack piece in light of what voters want: fair, truthful and relevant information. Ask yourself: • Is it fair? Is this an example of a half-truth that leaves a false impression? Is the timing suspect, leaving little or no time for you to meaningfully respond? • Is it truthful? What documentation do you have to show that it is not truthful? • Is the negative attack twisting facts to create a false impression? If so, get the whole truth before the voters. • Is the subject of the attack relevant to your ability to hold the office for which you are running?

Then do what you can to get the message out on why the attack is untruthful, irrelevant and unfair. But whatever you do, resist the urge to respond in kind with a counterattack of your own. You run the risk that the counterattack will backfire and leave the original attack unanswered on the merits. Only use the truth to defend yourself and never mention the name of your opponent.

We have talked about running a clean campaign, but how do you win a local election? Of course, running the clean campaign goes a long way, but let me give you a list of some other things that it takes to win an election. They include, but are not limited to: • Develop a network of friends, family and community leaders that will support you in your campaign. Even a local campaign takes financial support, emotional support and public support. • Create a platform that you believe best serves you and your county. Be able to articulate why you are the person for the job. That requires knowing in detail what the office’s responsibilities are. Then create your “stump” speech — the speech that defines why you are good candidate, how you intend to improve the office or how you have improved it, and most importantly, ask for their support. • A successful local campaign most often has a massive door-to-door component that allows the candidate to meet more of the county, and engage them to find what they feel needs improvement. It also allows the candidate to ask for permission to place a yard sign supporting his or her candidacy. People really appreciate seeing the candidate in person, and feel good that you personally asked for their vote. Especially when they visit the polls on Election Day. • Create “creative and catchy” pamphlets, banners, buttons, signs or other campaign paraphernalia to disperse door to door and at community events. Anywhere there are people you and your volunteers should not be far behind. And most importantly consider a targeted mailing. A mass mailing of your campaign literature to frequent voters is an excellent idea. • Use positive local media advertising. Depending on your county that could be newspaper, radio or television — or maybe all three. Television is not widely used in Arkansas county political races, except in the more populated areas. And, of course, don’t forget social media. Just be

sure to use social media in a positive way. • A website is an essential tool for a candidate today — even at the county level. Voters may or may not be motivated enough to visit a website, but it still serves other functions. Simply having a web address at the bottom of a campaign card gives the impression that you are savvy and professional. Also, supporters can be energized by reading about the progress of a candidate on a regularly updated website.

There is no easy, sure fire way to win any political office, but if you follow this limited advice you increase your chances of winning. You may have noticed that the recommendations made no mention of opposition, because as a candidate, the only candidacy you should be concerned with is your own. Do not waste your time discussing your opponent. That time could be better used to prove you are the best candidate.

In local county elections the most important factor is personal contact with voters. There are lots of people today that will have you believe that you need to craft a persona, or spend lots of money to impress potential voters. I say they are wrong — or at least not necessarily correct. Time and time again, the candidate who walks the most miles, shakes the most hands, rings the most doorbells and concisely articulates their message almost always wins. In a local election, you make your race about the people, and you do your best to meet every frequent voter in the county. You must be willing to commit to the cause. A great and successful county campaign means many 14- to 16-hour days.

As I wrap this up, beware of falling into the trap of “endsversus-means thinking” when it comes to campaigning: doing whatever it takes to win, rationalizing that once you have won [the ends], the means won’t matter. Take it from a 36-year public servant — public service involves countless temptations to take what seems to be the expedient but often unethical path. Although it seems somewhat trite, in a democratic form of government dependent upon the trust and confidence of the governed, the means are a very big part of the ends.

Remember the two little old Greek guys Aesop and Plato? Yeah, they’re ancient, but I want you to disprove them. Aesop, the Greek slave and author of fables said, “We hang petty thieves and appoint the great thieves to public office.” Plato, the ancient Greek philosopher said, “Those who are too smart to engage in politics are punished by being governed by those who are dumber.” Prove them wrong. When you are running for election or re-election remember to tell the electorate “What You Want, I Got.” But don’t mention the names of those old guys. They sound like the opposition to me.

Conducting a clean campaign should not be an apparition, an accident or an anomaly. It should be the norm. County officials of Arkansas, run a “clean campaign!” Grover Cleveland, the only president to serve two nonconsecutive terms, said, “What is the use of being elected or re-elected, unless you stand for something?” So, stand for the right things, get elected and continue to stand for the right things. Arkansas county government will be the better for it.

Continued From Page 23 <<<