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IAPC, which actually was formed before AAPC, came about as a result of a conversation Michel Bongrand and I had a quarter of a century ago in his office in Paris. We discussed the desirability of having an organization where consultants from around the world would have a forum to meet and exchange ideas.
'What we need,' said Michel, 'is a club of consultants.' That 'club' developed into the IAPC and the American association was created a few months later. More recently the European Association of Political Consultants (EAPC) and later the Latin America Association (ALACOP) were created.
All four organizations are going strong and now we are delighted to have an Asian Pacific organization.
APAPC members will be happy to know they are welcome to attend conferences of IAPC, AAPC, EAPC and ALACOP as well as the new association you are now forming. The IAPC held its annual conference last fall in Berlin and members from the United States and Latin America joined their European counterparts in an exceptionally interesting meeting.
When we created these organizations, some consultants were skeptical about their value, and others feared competitors would learn their secrets if they participated in conference panels. These fears were unfounded -- primarily because the longer you are in this business, the more you realize that there really aren't any secret formulas to win elections. The basics are the same: have confidence in your candidate, do the necessary research (and pay attention to the results), use the appropriate media, and -- above all -- define the right message to communicate to your electorate.
In my opinion, defining the right campaign message is the most critical challenge a consultant faces in counseling a candidate. No matter how much media time you buy, how many speeches and public appearances your candidate makes, how effective your field organization is -- if the candidate does not have an effective message his campaign is in trouble.
One of the most effective messages in the past half-century was voiced by General Dwight D. Eisenhower in his campaign against Adlai Stevenson for president of the United States. At that time the United States was bogged down in a war in Korea. Eisenhower's campaign message was 'I will go to Korea!'. This message carried him to victory and he kept his word by going to Korea to visit the troops soon after the election.
Take the time to develop a message with impact. Try it out. Test it. If it works, use it. If it needs fine tuning, make adjustments. If it falls flat, find a new message.
Political campaigns need not be complicated, and one of the keys to success is developing a message that reacts favorably with voters. The right message can survive a mediocre campaign -- but the wrong message will fail, no matter how brilliantly communicated.
Take advantage of your membership in APAPC and try to attend an occasional conference of IAPC, AAPC, EAPC or ALACOP. Not only will you meet interesting colleagues from other countries but you almost certainly will be exposed to good ideas that can help you in your own campaigns.
Anyone who has spent a fair amount of time running political campaigns knows it is hard work -- but there are few things in life more joyous and satisfying than winning a campaign no one thought you had a chance of winning. Go for it!
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