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An aide to Democratic Rep. Neil Abercrombie from Hawaii has criticized the message strategy of the Democrats, apparently to deaf ears.

Democrats are losing the battle for voters’ hearts because the party’s message lacks emotional appeal, according to a widely circulated critique of House Democratic communications strategy.

“Our message sounds like an audit report on defense logistics,” wrote Dave Helfert, a former Appropriations spokesman who now works for Rep. Neil Abercrombie (D-Hawaii). “Why are we defending [the State Children’s Health Insurance Program] instead of advocating a ‘Healthy Kids’ plan?”

Helfert sent the memo this week to an e-mail list of all Democratic press secretaries and communications directors after staffers met on Monday to discuss rolling out the Democrats’ latest message.

He said the meeting left him cold because it focused on what polling shows voters want rather than how to present persuasive messages. Republicans have done a better job by developing poll data into focus group-tested messages like “culture of life” and “defending marriage,” along with attacks like “cut and run” and “plan for surrender” in Iraq, he argued.

In particular, Helfert points to Republican pollster Frank Luntz, who helped develop the 1994 “Contract with America” and is credited with helping Republicans come up with terms for polices like “Healthy Forests” and “Death Tax.”

“Republicans have been kicking our rhetorical butt since about 1995,” Helfert wrote.

Democratic leadership aides were not impressed, and indicated that the memo did not have a vast and immediate impact.

Basically he’s saying to talk in terms regular people can understand rather than acronyms or the names of bills. People don’t necessarily understand them.

This is turning out to be an interesting election year. The Democrats have finally realized they can’t win on the Iraq war alone and need to talk about different issues, but they haven’t admitted they need to do it in plain English.

Written by Jeanette

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