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As the midterm elections enter their final stretch, both political parties face a critical communications challenge: What messages will resonate with undecided voters and motivate their supporters to turn out? With affordability, the economy and international conflicts shaping the political conversation, the stakes for effective communication are high.
CommPRO asked a group of communications professionals and political observers to share their perspectives on the strategies, issues and messages that could shape the outcome.
"Political communication is strategic," notes Steve Martin, a Chicago-based communications consultant and independent political strategist. Sometimes, he explains, a message is intended to reach a small segment of voters, just enough to win over the middle, while other messages are designed primarily to energize a party's base.
While acknowledging that both political parties have talented communications professionals, Martin believes Democrats generally do a better job of messaging.
As an example, he points to Darren Bailey, this year's Republican candidate for Illinois governor.
"In my opinion, Bailey is one of the worst gubernatorial candidates of all time," Martin says, questioning why national and state Republicans are supporting a candidate he believes has little chance of winning, particularly given what he sees as limited support in the state's urban centers.
Instead, Martin argues that Republicans should focus their messaging on issues such as Illinois' population and business losses, high taxes, public safety concerns in Chicago and the economic performance of Republican-led states.
Nationally, Martin faults President Trump for what he considers a failure to explain the war in Iran to the American public in a concise and heartfelt manner. He also believes the administration has struggled to communicate effectively about the impact of inflation on everyday Americans.
"Pointing out how successful the investment markets are doing is not the correct message," he says. "This does not help those trying to make ends meet."
As an alternative, Martin says he would have encouraged President Trump to deliver a short, sincere address explaining the administration's objectives regarding Iran, including preventing the development of a nuclear weapon, avoiding a prolonged conflict and minimizing American military casualties.
"This seems like a message most Americans could get behind if communicated and presented better," Martin maintains.
He acknowledges, however, that overcoming public concerns about the war and inflation may be difficult for Republicans this year.
"Americans do not like war, high prices and high interest rates, but better communications with constituents and better candidates would help," Martin argues. "It appears the Administration's strategy is to get out the vote and not try to make inroads for themselves or the next generation of Republicans."
Martin believes Democrats, meanwhile, are emphasizing emotional appeals over detailed policy proposals.
"Many of their candidates have little experience and accomplishments yet they master social media with little to no details for success," he says.
He argues that Democrats are often effective at developing a compelling narrative, frequently by identifying a political opponent as the source of voters' frustrations.
"The President makes for an easy villain," he says, "but so have all the other Republican Presidents."
"It's a brilliant message despite the Democrats creating run-away inflation and despite the international markets showing confidence in what President Trump is doing," he states, referring to the Democrats' emphasis on affordability.
"I always ask, 'What is your favorite party policy?' and I haven't had a Democrat answer the question in years," he maintains.
Martin also believes Republican candidates face what he considers unfavorable treatment from some news media outlets, a challenge he says their communications strategies should address.
Regardless of messaging, Martin notes that midterm elections have historically been difficult for the party occupying the White House. He expects this year to follow that pattern.
Martin predicts that the Democrats' affordability message will prove more effective than the Republicans' emphasis on voter turnout.
Ernest L. Wiggins, an independent scholar and professor emeritus at the University of South Carolina's journalism school, believes Democrats must be careful about the promises they make to voters, particularly when discussing how they would address the nation's problems.
"I strongly suspect the chant 'It's Biden's fault' is not just a way of dodging responsibility but is a messaging device that the GOP will turn around on the next administration," Wiggins maintains.
"I think blaming the previous Democratic administrations is part of a plan to prep a weary and cynical public for the post-Trump years, during which the next administration will be managing a Chernobyl-size reset and domestic and international clean-ups. I fear those years will not go well, regardless of who is president."
Wiggins believes rebuilding public confidence and addressing domestic and international challenges will take time, regardless of which party controls the White House.
He anticipates that MAGA supporters will challenge future Democratic administrations over the pace of their accomplishments, using many of the same criticisms now directed at the White House.
He believes this approach could intensify public frustration and disappointment, particularly through media outlets sympathetic to the MAGA movement.
"This, in turn, might pave the way for MAGA's return in the next General Election," he says.
Under this scenario, Wiggins argues that Democrats would be better served by plain, measured messaging about what realistically can be accomplished, even under favorable circumstances.
Wiggins believes that if Democrats gain control of Congress, demonstrating results would be the most effective response to Republican criticism.
Ellen Ferrera, a contributing writer for the Moultrie County (Illinois) News-Progress and founder and past president of the Illinois Association of Non-Profits, believes Democrats have the stronger messaging opportunities this fall.
In her view, Republicans face significant challenges related to the war in Iran, gasoline prices, questions about the administration's legislative accomplishments and public perceptions of corruption.
Ferrera also identifies concerns about government corruption as an issue she believes Democrats can address in their messaging.
"The good news for Democrats is they have a litany of topics to message on while Republicans are an hour late and a dollar short at this point."
Delores J. Brooks, a longtime Chicago-based writer and marketing professional, expresses frustration with the tone and substance of political communications from both parties.
"It is far past time for the parties to coalesce and produce purposeful, goal-oriented, specific ideas, programs, and services with bona fide benefits for the constituents they serve," she maintains.
Brooks believes both parties bear responsibility for the current state of political discourse.
"In my view, the Republican Party, almost without fail, bows to the whims, rages, foul language, name-calling, racism, and lies of their leader. Their silence or attempts to legitimize his comments or behavior have become commonplace. The Democrats, through disorganization, disagreement and lack of focus have simply been ineffective and foundering."
She argues that if Democrats hope to energize their supporters and reach discouraged voters, their messaging must be consistent and focused on issues affecting Americans' daily lives.
Among the concerns Brooks identifies are rising costs for gasoline, groceries and household services; employment and wages; the expansion of AI and data centers; and access to health care and reproductive services.
"The Republicans, in my judgement, need to learn to rein their president in and make him more sensitive to the needs of the people of our country," she states. "They must stop defending his indefensible words and acts, such as heartless immigrant detentions, deportations and policy. And ending the war in Iran and the irresponsible tariffs are long overdue."
Brooks emphasizes that these issues affect Americans regardless of political affiliation. She urges both parties to communicate with greater specificity, thoughtfulness and a clearer understanding of the challenges facing voters.
"This is critical not only for the midterms but for future elections as well."
Editor's Note: The views expressed in this article are those of the author and contributors and do not necessarily reflect the views of CommPRO. We welcome diverse perspectives on the role of communications in shaping public discourse.
