With the midterms fast approaching, communicating just the right message has been top of mind on all sides of the political aisle.
Whether that message drives home a lack of affordability as gas, food and home prices surge or stokes fears about the rise of communism in the American heartland, Democrats and Republicans are spending a lot of time thinking about what to say.
kAmqFE 2D k2 9C67lQ9EEADi^^HHH]G2=6C:67C:5=2?5]4@>^Qm2 =:?8F:DE H9@ DEF5:6D E96 :>A24E @7 2446?EDk^2m @? E96 H2J A6@A=6 2C6 A6C46:G65[ x 36=:6G6 9@H A@=:E:4:2?D 2?5 G@E6CD D2J H92E E96J D2J >:89E 36 ;FDE 2D :>A@CE2?E 2D E96 H@C5D E96J FD6 :? F?56CDE2?5:?8 E96 D@4:2= 4@?D6BF6?46D 2?5 =:?8F:DE:4 492?86D C6DF=E:?8 7C@> E96 A@=:E:42= 5:G:56D E92E 2C6 8C@H:?8 36EH66? FD]k^Am
k9am$@F?5D @7 E96 $@FE9k^9am
kAmx7 E96C6 :D @?6 C68:@?2= p>6C:42? 2446?E E92E 92D =@?8 6?5FC65 @? E96 =:AD @7 :ED DA62<6CD – 2D H6== 2D :? E96 >:?5D @7 =:DE6?6CD 36J@?5 E96 C68:@? – :E’D E96 $@FE96C? 2446?E] uC@> }@CE9 r2C@=:?2 E9C@F89 %6I2D 2?5 AC6EEJ >F49 2== DE2E6D :? 36EH66?[ E96 k2 9C67lQ9EEADi^^24@FDE:4DE@52J]@C8^D@F?5:?8\D@FE96C?\:56?E:E:6D\6IAC6DD65\E9C@F89\=2?8F286\:C:?2\D9A@CE\2?5\H6?5J\96C5^QmD@\42==65 $@FE96C? 5C2H=k^2m 92D =@?8 366? 6>3=6>2E:4 @7 k2 9C67lQ9EEADi^^566AD@FE9>28]4@>^a_ae^_b^`a^E96\4F=EFC2=\D@F=\@7\E96\D@FE96C?\DE2E6D^Qm2 5:DE:?4E 4F=EFC6 7@F?5 :? E96 $@FE9k^2m]k^Am
kAm*6E[ :? E96 FC32? $@FE9[ C646?E =:?8F:DE:4 C6D62C49 7:?5D E92E E96 5C2H=’D >@DE D2=:6?E 762EFC6D 2C6 DE2CE:?8 E@ k2 9C67lQ9EEADi^^HHH]64@?@>:DE]4@>^4F=EFC6^a_ab^`_^``^J@F?8\2>6C:42?D\2C6\=@D:?8\E96\D@FE96C?\2446?EQm7256 @? E96 =:AD @7 J@F?8 DA62<6CDk^2m] u6H6C “A:?D” 2C6 >6C865 H:E9 “A6?D[” 2?5 AC@?F?4:2E:@?D DF49 2D “72C” 7@C “7:C6” @C “D2J\F5” 7@C “D2:5” 2C6 364@>:?8 C2C6C]k^Am
k7:8FC6mk:7C2>6 H:5E9lQcc_Q 96:89ElQae_Q DC4lQ9EEADi^^HHH]J@FEF36]4@>^6>365^gs|CBF4v<c<nH>@56lEC2?DA2C6?EU2>AjDE2CElbQ 7C2>63@C56ClQ_Q 2==@H7F==D4C66?lQQmk^:7C2>6mk7:842AE:@?mp D@4:@=@8:DE 7C@> E96 $@FE9 AC@G:56D 2? :?EC@5F4E:@? E@ :ED C68:@?2= 2446?ED]k^7:842AE:@?mk^7:8FC6m
kAm(9:=6 =:?8F:DED 92G6 366? 3FDJ ECJ:?8 E@ F?56CDE2?5 E9:D EC6?5[ A@=:E:42= D4:6?E:DED 92G6 366? >62DFC:?8 9@H 5:776C6?E 2446?ED A6C7@C> @? E96 42>A2:8? EC2:=] %96 G6C5:4En k2 9C67lQ9EEADi^^5@:]@C8^`_]``ff^`dbaefb)`gfddeddQm$@FE96C? 2446?E65 42?5:52E6Dk^2m 2C6 86?6C2==J 962C5 2D >@C6 4@?D6CG2E:G6 E92? E9@D6 H:E9@FE 2 $@FE96C? 2446?E[ A2CE:4F=2C=J E@ s6>@4C2E:4 =:DE6?6CD]k^Am
kAm!FEE:?8 E96D6 7:?5:?8D 7C@> =:?8F:DED 2?5 A@=:E:42= D4:6?E:DED E@86E96C[ 2=@?8D:56 2 DA2E6 @7 DEF5:6D 6I2>:?:?8 4@CC6=2E:@?D 36EH66? G@E:?8 A2EE6C?D 2?5 G@H6=D[ 9:?ED[ x 36=:6G6[ E92E E96 k2 9C67lQ9EEADi^^HHH]42>]24]F<^DE@C:6D^A@=:E:42=\5:G:D:@?\F?:E65\DE2E6DQm:?4C62D:?8 4@?D6CG2E:G6\=:36C2= 5:G:56 :? p>6C:42? A@=:E:4Dk^2m ;FDE >:89E 36 E96 <6J E@ F?56CDE2?5:?8 H92E’D 5C:G:?8 E96 564=:?6 @7 E96 5C2H= :? E96 FC32? $@FE9]k^Am
k9am~FE @7 E96 >@FE9 @7 E96 $@FE9k^9am
kAm%96 EC25:E:@?2= $@FE96C? 2446?E 92D ?@ D9@CE286 @7 DE6C6@EJA6Di uC@> A@D:E:G6[ 7C:6?5=J[ 4@F?ECJ 2?5 5@H?\9@>6 G:36D E@ ?682E:G6[ 324<H2C5[ F?65F42E65 2?5 =2KJ EC@A6D[ E96 2446?ED @7 (:==:2> u2F=<?6C[ q:== r=:?E@? 2?5 E96 9:==3:==J r=2>A6EED 92G6 H62E96C65 :E 2==]k^Am
kAm%96 C62=:EJ[ @7 4@FCD6[ :D E92E E96 $@FE96C? 2446?E :D ?@E D@>6 :?4@CC64E G6CD:@? @7 2 ?2E:@?2= DE2?52C5 3FE :?DE625 2 9:DE@C:42==J D6A2C2E6 2?5 F?:BF6 5:2=64E – @C[ >@C6 244FC2E6=J[ D6E @7 5:2=64ED]k^Am
kAmpD 6IA=@C65 :? k2 9C67lQ9EEADi^^HHH]A6?8F:?C2?5@>9@FD6]4@>^3@@<D^fcc_ce^H9J\H6\E2=<\7F??J\3J\G2=6C:6\7C:5=2?5^Qm>J C646?E 3@@<k^2m[ E9:D 5:2=64E 7@C>65 7C@> =:?8F:DE:4 G2C:2E:@? E92E 42>6 :? H:E9 4@=@?:2=\6C2 D6EE=6CD 7C@> 5:776C6?E A=246D 2?5 DE2E:@?D] %96 :?4:A:6?E 5:776C6?46D :?4C62D65 27E6C E96 r:G:= (2C :?E6?D:7:65 9@DE:=:E:6D 2?5 4F=EFC2= 5:776C6?46D 36EH66? E96 }@CE9 2?5 $@FE9]k^Am
kAm%96 k2 9C67lQ9EEADi^^5@:]@C8^`_]``ff^__fdcaca``ca_degQm2DD@4:2E:@? H:E9 “4@F?ECJ?6DDk^2m” @7E6? EC:886C65 3J 2 $@FE96C? 2446?E 8C6H @FE @7 E9:D C68:@?’D 28C:4F=EFC2= A2DE 2?5 :ED C6=2E65 4F=EFC2= 7@=<H2JD] qFE H92E “4@F?ECJ” 92D 4@>6 E@ >62? C6=:6D =2C86=J @? DE6C6@EJA6D 23@FE k2 9C67lQ9EEADi^^5@:]@C8^`_]`_`f^$_hdcbhcd`d____e)QmH92E 2 4@F?ECJ =:76DEJ=6 :?G@=G6Dk^2m] %96J :?4=F56 E9:?8D =:<6 9F?E:?8[ 8F? @H?6CD9:A 2?5 =6DD D@4:2==J AC@8C6DD:G6 G:6HD – @7E6? 2C:D:?8 7C@> >65:2 A@CEC2J2=D @7 2?5 36=:67D 23@FE E96 $@FE9]k^Am
kAmpD E96 $@FE9 92D 364@>6 k2 9C67lQ9EEADi^^HHH]64@?@>:DE]4@>^F?:E65\DE2E6D^a_ab^_e^`a^E96\D@FE9\:D\72DE\364@>:?8\2>6C:42D\:?5FDEC:2=\962CE=2?5Qm>@C6 2?5 >@C6 :?5FDEC:2=:K65k^2m @G6C E96 A2DE 92=7\46?EFCJ[ E96D6 D@4:2= >62?:?8D 2DD@4:2E65 H:E9 E96 2446?E’D FD6 ?@H 9:89=:89E 2 5:D4@??64E 36EH66? :ED ?6H FC32? G:36 2?5 :ED @=56C[ EC25:E:@?2= CFC2= @?6]k^Am
k9am'@E:?8 2?5 G@H6=Dk^9am
kAmpD CFC2= GD] FC32? :56@=@8:42= 2?5 A@=:E:42= 5:G:56D :? E96 &]$] 92G6 :?E6?D:7:65[ D@ 92D FD:?8 DJ>3@=:4 >62?D E@ D:8?2= E9:D @AA@D:E:@?]k^Am
kAm!:4<FA ECF4<D 6>3=2K@?65 H:E9 k2 9C67lQ9EEADi^^HHH]H2D9:?8E@?A@DE]4@>^@A:?:@?D^a_aa^``^_`^A:4<FA\ECF4<D\>6?\>2D4F=:?:EJ\CFC2=\DJ>3@=D^Qmp>6C:42? 7=28D 2?5 4@F?ECJ >FD:4 92G6 364@>6 A@=:E:4:K65k^2m] %96 H9:E6 $@FE96C? 2446?E[ 3J G:CEF6 @7 :ED 2DD@4:2E:@? H:E9 >@C6 CFC2= EC25:E:@?2= G2=F6D[ 92D 2=D@ 364@>6 k2 9C67lQ9EEADi^^5@:]@C8^`_]``ff^`dbaefb)`gfddeddQm6>3=6>2E:4 @7 2 4@?D6CG2E:G6 A@=:E:42= :56?E:EJk^2m ?@E 2== >@56C? $@FE96C?6CD D92C6]k^Am
kAm#646?E =:?8F:DE:4 C6D62C49 92D 4@>A2C65 G@E6CD :? E96 $@FE9 H9@ 925 DEC@?8 $@FE96C? 2446?ED E@ E9@D6 H:E9 H62<6C @?6D[ >2:?=J >62DFC65 E9C@F89 E96:C FD6 @7 2 D6E @7 k2 9C67lQ9EEADi^^HHH]F?C]65F^6?8=:D9^A6@A=6^G2=6C:6\7C:5=2?5^G@H6=D\:?\2>6C:42^AC@;64EQmF?:BF6 $@FE96C? G@H6= AC@?F?4:2E:@?Dk^2m[ DF49 2D D2J:?8 “32J\F5” 7@C “365” @C “C2H65” 7@C “C:56]”k^Am
kAmxE EFC?D @FE E92E E9@D6 9@=5:?8 >@C6 C:89E\=62?:?8 A@D:E:@?D 2?5 G@E:?8 #6AF3=:42? :? AC6G:@FD AC6D:56?E:2= 6=64E:@?D FD65 D:8?:7:42?E=J >@C6 $@FE96C? G@H6=D E92? E9@D6 H:E9 >@C6 =67E\=62?:?8 A@D:E:@?D H9@ G@E65 7@C s6>@4C2ED] %9C66 D6A2C2E6 DEF5:6D :? k2 9C67lQ9EEADi^^5@:]@C8^`_]``ff^__fdcacaac`adccbdQmv6@C8:2k^2m[ k2 9C67lQ9EEADi^^HHH]2C<AD2]@C8^HA\4@?E6?E^FA=@25D^a_`h^_g^|!$#\'@=\a_\a_`h\wFDD6C\t2G6D\u6C?2?56K\u:?2=]A57Qm}@CE9 r2C@=:?2k^2m 2?5 k2 9C67lQ9EEADi^^5@:]@C8^`_]bfed^6I23D]G_:_]fffQm%6??6DD66k^2m 5:D4@G6C65 E96 D2>6 C6=2E:@?D9:A 36EH66? 568C66 @7 $@FE96C? 2446?E 2?5 A@=:E:42= 4@?D6CG2E:D> @C =:36C2=:D>]k^Am
kAm%96 E2<62H2J 7C@> E96D6 DEF5:6D :D E92E 4@?D6CG2E:D> :ED6=7 :D 6>3@5:65 :? 2 DEC@?8 $@FE96C? 2446?E]k^Am
k7:8FC6mk:7C2>6 H:5E9lQcc_Q 96:89ElQae_Q DC4lQ9EEADi^^HHH]J@FEF36]4@>^6>365^a{'>e{%G=KgnH>@56lEC2?DA2C6?EU2>AjDE2CEl_Q 7C2>63@C56ClQ_Q 2==@H7F==D4C66?lQQmk^:7C2>6mk7:842AE:@?msF6=:?8 2446?EDi r@?D6CG2E:G6 v~! $6?2E6 42?5:52E6 #6A] |:<6 r@==:?D 8C6H FA :? D>2==\E@H? v6@C8:2j $6?] y@? ~DD@77 8C6H FA :? FC32? pE=2?E2]k^7:842AE:@?mk^7:8FC6m
k9am}6H D@F?5 E@ E96 FC32? $@FE9nk^9am
kAm%96 AC@?F?4:2E:@? @7 @?6’D G@H6=D 92D 364@>6 2 32C@>6E6C @7 9@H @?6’D 36=:67D 2?5 G2=F6D 7:E H:E9:? E96 @=5 GD] ?6H $@FE9]k^Am
kAmr@?D6CG2E:G6 :56@=@8:6D 2?5 A@=:E:4D 92G6 364@>6 6?>6D965 H:E9 “4@F?ECJ” DA6649 2?5 =:76DEJ=6D] *@F?8 FC32? $@FE96C?6CD H9@ 5@?’E :56?E:7J H:E9 E96D6 EC2:ED >:89E 36 >@G:?8 ?@E D@ >F49 2H2J 7C@> $@FE96C? :56?E:EJ :ED6=7 3FE C2E96C DA64:7:42==J 7C@> E9:D CFC2= 4@?D6CG2E:G6 :56?E:EJ :E :D @7E6? 2DD@4:2E65 H:E9]k^Am
kAm~7 4@FCD6[ @E96C 724E@CD 2C6 2=D@ A=2J:?8 2 C@=6 :? E96 564=:?6 @7 E96 $@FE96C? 2446?E :? 4:E:6D[ k2 9C67lQ9EEADi^^2A?6HD]4@>^2CE:4=6^>:8C2E:@?\D@FE96C?\2446?E\86@C8:2\=@F:D:2?2\?@CE9\42C@=:?2\`7g374dh7geh4444265e2gf4522gb66gQmDF49 2D 962GJ >:8C2E:@? 3J ?@?\$@FE96C?6CD E@ E96 C68:@?k^2m 2?5 8C62E6C :?E6C24E:@? H:E9 A6@A=6 7C@> @E96C 5:2=64E 2C62D G:2 D@4:2= >65:2]k^Am
kAm~FED:56 E96 $@FE9[ :?E6C6DE:?8=J[ C646?E C6D62C49 92D 7@F?5 2 8C62E6C 6>3C246 @7 $@FE96C? 2446?E 762EFC6D[ 6>6C8:?8 :? A2CE:4F=2C 2>@?8 E9@D6 :? CFC2= 2C62D H96C6 EC25:E:@?2= =:76DEJ=6D 2?5[ @7E6?[ >@C6 4@?D6CG2E:G6 G:6HD 2C6 6>3C2465] u@C :?DE2?46[ k2 9C67lQ9EEADi^^5@:]@C8^`_]`a`d^___b`agb\`acebcb`Qm:? 2 D>2==[ CFC2= E@H? :? ~9:@k^2m[ DA62<6CD H9@ :56?E:7:65 E96>D6=G6D 2D >@C6 5C2H? E@ 4@F?ECJ =:76DEJ=6D D9@H65 FD6 @7 G@H6= 762EFC6D – DF49 2D D2J:?8 “322” 7@C “3J6” – >@C6 2DD@4:2E65 H:E9 E96 $@FE9]k^Am
kAm$@[ :? E9:D 4:C4F:E@FD 2?5 :?5:C64E H2J[ G@H6=D 92G6 364@>6 E96 =2E6DE A=2J6CD :? A2CE:D2? A@=:E:4Di s6>@4C2E:4 $@FE96C?6CD H2?E:?8 E@ 5:DE2?46 E96>D6=G6D 7C@> E96 :56@=@8:42= 2?5 A@=:E:42= 4=:>2E6 2DD@4:2E65 H:E9 E96 CFC2= $@FE9 2C6 >@G:?8 2H2J 7C@> :ED F?:BF6 G@H6=D] |@C6 “EC25:E:@?2=” @C 4@?D6CG2E:G6\=62?:?8 DA62<6CD 4@?E:?F6 E@ 6>3C246 E96>]k^Am
kAm%96 C62= 42DF2=EJ :? E9:D A2CE:4F=2C 32EE=68C@F?5 >:89E 36 E96 @3D4FC:?8 @7 2 =2C86C 4F=EFC6[ AC24E:46 2?5 4@>>F?:EJ E92E E96 $@FE96C? 2446?E 92D =@?8 C6AC6D6?E65 7@C E9@D6 H9@ 2C6 2FE@>2E:42==J – 2?5 @7E6? 6CC@?6@FD=J – 2DD:8?65 2 A@=:E:4:K65 :56?E:EJ ;FDE 3J E96 D@F?5 @7 E96:C G@:46]k^Am
kAmk6>m%9:D 2CE:4=6 :D C6AF3=:D965 7C@> k2 9C67lQ9EEAi^^E964@?G6CD2E:@?]4@>^FDnFE>0D@FC46l{66U2>AjFE>0>65:F>lC6=2E65\=:?<U2>AjFE>042>A2:8?lC6=2E65\=:?<\_U2>AjFE>04@?E6?El2CE:4=6\ahc`adQm%96 r@?G6CD2E:@?k^2m[ 2 ?@?AC@7:E[ :?56A6?56?E ?6HD @C82?:K2E:@? 3C:?8:?8 J@F 724ED 2?5 ECFDEH@CE9J 2?2=JD:D E@ 96=A J@F >2<6 D6?D6 @7 @FC 4@>A=6I H@C=5] xE H2D HC:EE6? 3Ji k2 9C67lQ9EEADi^^E964@?G6CD2E:@?]4@>^AC@7:=6D^G2=6C:6\>\7C:5=2?5\`bd`affnFE>0D@FC46l{66U2>AjFE>0>65:F>lC6=2E65\=:?<U2>AjFE>042>A2:8?l3J=:?6\=:?<U2>AjFE>04@?E6?El2CE:4=6\ahc`adQm'2=6C:6 |] uC:5=2?5k^2m[ k6>mk2 9C67lQ9EEADi^^E964@?G6CD2E:@?]4@>^:?DE:EFE:@?D^F?:G6CD:EJ\@7\?6G252\C6?@\`ccdnFE>0D@FC46l{66U2>AjFE>0>65:F>lC6=2E65\=:?<U2>AjFE>042>A2:8?l3J=:?6\=:?<U2>AjFE>04@?E6?El2CE:4=6\ahc`adQm&?:G6CD:EJ @7 }6G252[ #6?@k^2mk^6>mk^6>mk^Am
kAmkDEC@?8m#625 >@C6ik^DEC@?8mk^Am
kF=mk=:mk2 9C67lQ9EEAi^^E964@?G6CD2E:@?]4@>^:D\:E\:9\C2?\@C\6\C@?\:?D:56\E96\A@=:E:4D\@7\AC@?F?4:2E:@?\afghdcnFE>0D@FC46l{66U2>AjFE>0>65:F>lC6=2E65\=:?<U2>AjFE>042>A2:8?lC6=2E65\=:?<_U2>AjFE>04@?E6?El2CE:4=6\ahc`adQmxD :E ‘x9‑C2?’ @C ‘t‑C@?’n x?D:56 E96 A@=:E:4D @7 AC@?F?4:2E:@?k^2mk^=:mk=:mk2 9C67lQ9EEAi^^E964@?G6CD2E:@?]4@>^56DA:E6\2==\E96\=:<6D\=:E6C2==JD\2?5\5C@AA65\8D\6?8=:D9\:D?E\5642J:?8\367@C6\@FC\6J6D\afhhddnFE>0D@FC46l{66U2>AjFE>0>65:F>lC6=2E65\=:?<U2>AjFE>042>A2:8?lC6=2E65\=:?<`U2>AjFE>04@?E6?El2CE:4=6\ahc`adQms6DA:E6 2== E96 =:<6D[ =:E6C2==JD 2?5 5C@AA65 8’D[ t?8=:D9 :D?’E 5642J:?8 367@C6 @FC 6J6Dk^2mk^=:mk=:mk2 9C67lQ9EEAi^^E964@?G6CD2E:@?]4@>^J2==\E92E\>@DE\D@FE96C?\@7\D@FE96C?:D>D\:D\8@:?8\>2:?DEC62>\2?5\:ED\23@FE\E:>6\`hbaednFE>0D@FC46l{66U2>AjFE>0>65:F>lC6=2E65\=:?<U2>AjFE>042>A2:8?lC6=2E65\=:?<aU2>AjFE>04@?E6?El2CE:4=6\ahc`adQm‘*V2==[’ E92E >@DE $@FE96C? @7 $@FE96C?:D>D[ :D 8@:?8 >2:?DEC62> – 2?5 :E’D 23@FE E:>6k^2mk^=:mk^F=m
kA 4=2DDlQ7:?6\AC:?EQmk6>mkDA2?m'2=6C:6 |] uC:5=2?5 92D C646:G65 7F?5:?8 7C@> %96 }2E:@?2= t?5@H>6?E 7@C E96 wF>2?:E:6D 2?5 E96 }2E:@?2= $4:6?46 u@F?52E:@?]k^DA2?mk^6>mk^Am
kAmk:>8 DC4lQ9EEADi^^4@F?E6C]E964@?G6CD2E:@?]4@>^4@?E6?E^ahc`ad^4@F?E]8:7n5:DEC:3FE@Cl=66Q DEJ=6lQ96:89Ei`AIjH:5E9i`AIjQ 2=ElQQ ^mk^Am
