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PRSA March 2011 Luncheon

- March 3, 2011 by Anamaria Suescun-Fast, Public Affairs & Public Relations Director 

In a presentation to the Public Relations Society of America, Trish DeBerry and I shared insights gained from years in public affairs and campaign work. Since 2000, Guerra DeBerry Coody has successfully led the effort to pass at least 10 local initiatives including the ACCD Bond, Advanced Transportation District, visitor tax extension, city council term limit extension, and most recently, the SAISD bond.

As we prepped for this presentation, I began to reflect about all that I have learned in my transition from public relations professional to public affairs consultant. Here are my top 10 lessons learned:

1) Always begin with research. Research (a.k.a. a public opinion poll or survey) is like the GPS of a campaign – it tells you where you are, how far you have to go, and how to get there.

2) Believe you are right. Sure, there are two sides to every issue and your opponent on one campaign may be your ally in the next, but never take on a campaign you don’t believe to be credible, winnable, and in the best interest of the community. In every campaign you are putting your name on the line. Be sure in the end, whether you win or lose, your integrity is intact.

3) No matter what, stay on message. The research (see #1) helps you identify your most persuasive messages. Once you know what those core messages are, use them consistently and don’t get distracted.

4) Don’t overreact to the opposition. The opposition will do its best to distract you and knock you off strategy. It’s best to stick to your game plan and core messages. Don’t feel like you have to respond to every allegation or attack. Focus. Focus. Focus.

5) Stay calm. The adage “never let them see you sweat” is something to live by in a campaign. When things get tense, take a deep breath and a big step back before making your next move.

6) Public affairs work takes sacrifice. There is no such thing as a 9 am – 5 pm workday when in campaign mode. It’s 24/7. I know this sounds like a no-brainer, but until you’ve experienced it, you don’t really understand the sacrifice. It’s early morning phone calls, weekend strategy meetings, evening forums and town hall meetings.

7) Stay one step ahead of the other side. Always anticipate your next move and the opposition’s next move. With experience comes an ability to tap into that “sixth sense” that, I believe, we all have. Be prepared for various scenarios and be sure you have a plan.

8) Don’t get stuck in the day-to-day. It’s easy to get stuck in the day-to-day activities (e.g. writing, scheduling, coordinating, etc.). Always take a moment and look beyond today. If you don’t, the opposition will sneak up on you.

9) Be nimble. Strategies change and unforeseen circumstances arise. Don’t dwell on change, just re-assess and surge forward.

10) Have fun. Campaign and public affairs is serious business, but be sure to lighten up every now and then and find a way to manage the stress. Running and laughter is the best combination for me to stay sane.