The Winston Group is a strategy and research firm dedicated to making ideas matter.

Politico: The war over ‘balanced’

by Lisa Mathias

On Thursday’s Politico, the WG’s David Winston commented on effective message communication, in light of Paul Ryan unveiling a new budget plan:

David Winston, a GOP pollster who has long advised House Speaker John Boehner, said that Republicans have to overcome Mitt Romney’s failure to combat Obama’s message, which complicates their efforts to cast themselves as the party of fiscal zen.

“The opportunity is clearly there, it’s just made a lot more difficult given the nature of the 2012 campaign,” Winston said.

He said using the word “balanced” is a good way to get voters’ attention. But, he cautioned, it’s the first step in a politician’s persuasion effort, not the last one.

“They’re going to say ‘What does he mean by balanced approach?’” Winston said. “They are going to want to understand what that represents. The communications element to this is coming up with a clearly and easily consumable way of describing what you mean in terms of that idea.”