Starting Your Campaign - Step 1

(first in a series on The Campaign Playbook)

You've decided to run for office or you're working for a campaign. Before you jump in headfirst you must consider all the things necessary in being and supporting a great candidate. Ask yourself: Why do you want to be a candidate? What skills, knowledge, values, beliefs and abilities do you bring to the table? What draws you to public service?

Review your profile: Do you have a keen policy mind or are you a more goal oriented fundraiser? Strengths here can define a campaign's success, strategies and limitations. Every detail of your life is going to be under public scrutiny so it counts to be thorough and comprehensive. Start with your resume information, past associations, political activity and interests, medical history,, financial disclosures, and media profile. In short you need to review your entire personal history: cultural, familial, private, public, education, volunteering, community activities and lifestyle. It is important throughout this process to be honest with yourself about your weaknesses, failings and past mistakes. Anything that has remained private and confidential is worth reviewing. Neglecting any information could prove disastrous if discovered by an opposing campaign. Expect anything you fail to dredge up will be fodder for your opponent's campaign strategy. Review all your relationships whether directly with yourself, spouse, family or friends.

Questions to ask yourself: Are there former teachers, advocates, clergy, organizers, planners, facility coordinators, business leaders and community members that are either valuable assets or liabilities? Do you have business network connections or associates who could be helpful in campaign fundraising? What sacrifices are you willing to make in your private life? Do you have investments, holdings or possible gifts that could be perceived as a conflict of interest? What values and attitudes do you hold and do any of these appeal to a particular voter or donor base? Do you have any particular policy interests and are they relevant to the office you are interested in holding? Are you more credible on some issues rather than others? How strong are your public speaking, debating, one-on-one and fundraising pitch skills? What did the last incumbent in office do? Did their policies create division within the community or are citizens satisfied with their approach? What community groups do you belong to and how are they perceived? Have you received media exposure for your work or community activities? Have there been newspaper editorials written about you? Do you have large name recognition in the district or riding? Are online, radio and television ads warranted? Did you previously hold any office? What was your voting record?

Ask similar questions and draw a contrast with your opponent(s): What did the last incumbent do? Are voters looking for a change? Were they voters satisfied with their approach? Scan local and regional newspapers and blogs daily in the jurisdiction: If there are two sides to each story which side is the opponent on? Who benefits from their position (follow the money)? Is it worth considering alternatives? Could the community be better served with a different policy? What are your opponent's policy positions? Where do they fit in the jurisdiction's political landscape? Were they previous party executives, incumbents or independent? Which business and community interests do they support? Are there outstanding issues in the community which need to be addressed or have been delayed? Who are the players: party presidents, riding association members, community leaders, business connections, media professionals, civic leaders, anyone else who could be considered a leader or consensus maker? Who supports your opposition?

These types of questions are critical in laying the groundwork for an effective campaign. In doing diligent research, self-examination and strategy you may discover critical information that may have otherwise been overlooked or otherwise under-appreciated. Get ready for the long road ahead and prepare for victory.