Campaigns Ads That Have Real Value For Voters
By Jay Forte
After being subjected to 21 months of political ads, debates and non-stop television and radio coverage, I am more convinced that though well intentioned, our form of government has a significant flaw. I am very aware of the power of the individual’s voice in a democratic system and the ability for each of us to choose. I cherish the ability to say what is on my mind, have my own opinions and be able to believe what others may not believe. We are extremely fortunate to have a form of government that is at its best when it solicits its direction, perspectives and ideas from the very people it represents.
However, I would like to offer one important change. In the last several months prior to election day, the airwaves have been filled with non-stop rhetoric about the candidates. In this buzz of chatter I noticed that virtually every communication from the candidates was about what the other candidate did, said, doesn’t say, doesn’t do, blah, blah, blah. These communications are heightened further by scare tactics, blatant misrepresentations and outright inaccuracies. In an attempt to win at all costs, the candidates have actually taken fair representation away from us – the voter. Now, we are forced to become investigators searching through ads and speeches to determine what is speculation and what is fact. We are forced to assess degrees of accuracy in candidates’ statements and work hard not to be confused in determining who will better represent us, our towns and our country. Why has this process become so complex? All we want are the facts.
So here is my recommendation.
1. For all those running for a public office, you must clearly identify what your positions are, what you stand for, what you believe and how you intend to govern when elected. This must be clear and verifiable. If you say that you will cut taxes, then it must be proven to be true. If you state that you will work to establish a non-partisan approach to the economy, security or any other area, then you must define how you will do this. This means that you have thought about this and you are ready to subject your perspectives to those who will vote for you. If you have no perspective, you should not be running. If you cannot clearly define your platform, approach, attitude and vision, you should not be running. If you are not committed to the role as an act of service then you should not be running.
2. For all those running for a public office you cannot criticize, accuse, comment, editorialize or make any statement about your competitor. Your only commentary must be about what you stand for and how what you stand for, benefits all of us. You must stand on your merit, your ideas and your experience - independent of anyone else.
When candidates do this, they no longer confuse us with pointless “he said, she said” diversionary chatter that takes us away from what candidates should be presenting – what they believe, their plans, their approach and their vision. When candidates present this we can see who they are, what they believe and clearly decide if their message is for us. When candidates spend their time critiquing each other, we, the population of voters, suffer. We don’t know what is true; the election turns into a fear campaign, a partisan process or a popularity contest. None of these were the intent that our founding fathers had when this form of government was established.
All elections are about the voters, not the candidates. Candidates should learn to be like great speakers. Talented speakers realize that their message is all about their audience, and not about them. They realize that they must present something of value to the audience, truly believe it and stay focused on the needs and interests of the audience. Candidates need to understand this lesson because they are running for an office that is all about service. And in order to serve, shouldn’t they define what they stand for, prove they understand our issues and work to address the needs of those who vote?
Consider this. No more ads or commentary about the other candidate. A candidate should only be able to identify his/her position, values and vision. Each candidate can effectively compete by offering greater clarity and explanation for their perspectives. A candidate must subject their positions to verifiable truths. Only then will the population for which the election and this form of government has been designed, benefit by having clear, accurate information on which to make the best decision. Only then will we really know what we are voting for. Only then will government become more transparent, more accountable and more in line with its original tenets.