The Republican Party has a problem not dissimilar from a lot of organizations – a voice that tends to drown out almost everyone else.
Donald Trump, a master of provocative improvisation, is surging in the GOP primary polls because of his outspoken style, blunt speech and repeated insults. Alienating the political elite has become his calling card.
Media coverage of Trump has sucked the air of the room for the other 15 declared GOP presidential candidates. Other than condemnations of Trump, little of what they say on the stump gets reported.
The party's predicament could reach a crescendo at the first candidate debate August 6, which will be limited to only 10 of the current 16 hopefuls. Trump would be hard to keep off the stage, even though his brash political rhetoric could commandeer the show.
Many organizations find themselves lost in the fog of blowhards who hijack the dialogue, often with misinformation or fear mongering. Scaring people has a lot more emotional impact than a tightly worded, factual explanation.
You can wring your hands or you can, as the saying goes, fight fire with fire. Without deserting principled advocacy and substantiated facts, you can create your own firepower by concentrating on the best argument you have that resonates with the audience you are trying to reach and disarms the opposition.
This is not an argument for a shouting match or sloganeering. But you can't show up at a gun fight with a butter knife. Opponents these days have grown more sophisticated. They rely on polling to pick the argument that works. They use inexpensive social media to spread their word. They caricature your worst vulnerability. Responding with reams of data and long, involved talking points will leave you overmatched.
As Trump's opponents will discover, presumably sooner than later, they need to sharpen their own messaging to grab voter and media attention. These people are running for President of the United States, so tell people why and how you would make a unique difference. Turn Trump into a clever bridging line back to your own key message.
The same advice holds for issue managers. Sharpen your verbal sword. Don't wander into the fray; jump in with your best argument, phrased in a way that people will listen and remember. Take the opposition argument on by plainly saying why it is misplaced, misinformed or wrong.
What have you got to lose? The bloviators will win unless you join the fight, using your best argument, the smartest communications tools and your strongest convictions.
Remember, public affairs is not a spectator sport. It is more like rugby. Gear up accordingly.