Memorial University professor Alex Marland has a new book on the market.
Brand Command is about political communications. Marland interviewed a lot of people and did a lot of research for this very big book that lots of people should read.
One of the big ideas in the book is that politicians these days are very keen on something called message control. They have a fetish for consistency so that everyone is singing the same things from the same hymn book, as the metaphor goes. It's an old idea and there are many reasons why politicians like to be consistent. For one thing, repetition across many means of communication increases the likelihood the message gets through.
On another level, though, consistent messaging means ultimately that actions match words. The message of the words must match the message in the action that makes those words real.
In that sense, message consistency is about credibility and values and trust. Politicians like to tell people what they believe in and how they will make decisions. Voters don't spend a lot of time thinking about government so they want someone they can trust to make decisions they agree with or can generally trust are the right ones. When political analysts talk about "connecting with voters" that's what they are getting at.
The real connection voters need to see is the one between the words used to make promises with the actions that follows. That connection makes the words credible 0 literally, believable - the next time there are words about what the politician will do.
Anything that attacks a politician's credibility is bad and when - as in Ball's case - the wounds are all self-inflicted, then you know there is a huge problem.
So why did Dwight Ball fire John Ottenheimer?