Winning as Centrists: a Centrist Guide to Political Campaigns and Communication

By Joshua Hantman and Simon Davies

The following article is an extract from Joshua Hantman and Simon Davies’ chapter in the recently released book, ‘The Center Must Hold; Why Centrism is the Answer to Extremism and Polarization’, edited by Yair Zivan.

Much has been written about the recent rise of authoritarian leaders on both the left and right who leverage contemporary dog whistles, translated into clickbait headlines to provoke primal anxiety, offering simplistic, divisive solutions to benefit from what is often a very legitimate and real feeling of disenfranchisement.

As societies become more polarised by the illiberal extremes, there is a sense that the liberal democratic centre is left without the means to communicate its more moderate, nuanced message. It is one of the core arguments often used against centrism: though you may be right, there is no way to sell your ideas to the public in the age of modern political warfare.

Indeed, one of the challenges for effective communication is that centrism by definition promotes a unique combination of consensus, compromise and complexity.

These three Cs on the surface appear to be the antithesis of effective political communications, which in the modern era derives oxygen from divisiveness, conflict and simplicity. So what is the solution?

Decisive not divisive issues

In any winning campaign it is imperative to probe the hopes and fears of the voters to unearth the real issues that currently, and could potentially, drive voter behaviour. Campaigns need to dive deep into the hearts and minds of the silent majority who often have little interest in the culture wars of the extremes, and find out what voters actually want. Real issues, from money in your pocket to food on your plates, can move voters even more than identity politics and culture wars. That doesn’t mean issues of identity can be ignored, but rather that they are often trumped in importance by regular, pocketbook issues.

Centrists should find the issues which will form the canopy of a broad-tent movement. And while the issues may be complex, the art is to condense them into succinct and powerful messages.

Hope, unity and patriotism

When offering hope, centrist communicators must bring an optimism and a clear positive vision which emanates from an easy-to-understand plan. A hope built on the complexity of consensus and compromise, and the determination of the liberty-loving majority to find common ground.

By being ‘too sophisticated’ to connect with the deep emotion of loving one’s country, or ceding emotive national symbols to the extremes, centrists run the risk of alienating large swathes of the electorate for whom these symbols hold great significance and meaning.

Don’t fear fear campaigns

Third, do not fear to run a fear campaign. Not all negativity is a bad thing. Just as there are wars of choice and wars of necessity, there are also necessary negative campaigns. And negative campaigns work. Fear the demagogue. Fear authoritarianism. Fear illiberalism and the erosion of democracy and basic civil liberties. But furthermore, fear the incompetence of populist rule, and how it negatively effects your personal security, your savings, your health and your day-to-day life.

While it is natural to want to warn of the dangers of creeping authoritarianism and even fascism, such phrases can appear distant and ‘unbelievable’. On the other hand, pointing out the historic incompetence of populist rulers can be much simpler and more effective. Fear can help push people away from the opponent, but it can’t define you and it won’t necessarily convince people you are a better alternative. If campaigns are only about fear, centrists will lose, but that doesn’t mean there is no place for such campaigns at all.

Be a side – bold ideas

Fourth, centrist communications need to be proud, punchy and combative. Centrism is not just fence-sitting or ‘taking both sides’. Rather, centrism is ‘a side’. Own your beliefs, value proposition and clear set of policies. Be proudly and passionately for something; not just against.

Be for liberal democracy and individual rights.

Be for finding a balance between free markets and fair societies, fiscal responsibility and social-safety nets.

Be for pursuing peace while remaining tough on security.

Be for pragmatic solutions that will make people’s lives better.

When communicating, it is perfectly possible to walk and chew gum at the same time.

Indeed, just as governing is not a zero-sum game, neither is campaigning. Not everything is a Manichean struggle between two extremes. There is, just as the centrist movements of the 1990s put it, ‘a third way’, or as Bill Clinton called it, ‘a vital center’.

Bold leaders

And finally, without stating the obvious, centrists have to find the right leader. Just as the ideas must be bold, punchy and inspiring, so must the leader.

Because centrism has a brand problem, the character of the leader matters so much more. Matthew d’Ancona noted in an article for Prospect magazine that ‘the label “centrist dad” is only a notch or two up from “gammon” or “imperialist”. To identify as a centrist is to be seen as both wretchedly outdated and ideologically craven; analogue in a digital age.’ Which is why any leader owning this label must do so with confidence, gravitas, and the natural glow of a winner. In short, while it sounds obvious, the candidate matters.

Conclusion

Centrist communications and campaigns start out with a brand deficit. Too often perceived as an establishment, fence-sitting and inertia-driven movement to maintain the status quo, winning centrist campaigns require a bold, positive agenda led by a bold, charismatic candidate.

Straight-talking, punchy (even funny!), emotive, attention-grabbing communication is not beneath the centrist candidate; on the contrary, it’s necessary to seize the initiative and dominate the narrative.

Identifying the decisive issues of the campaign early and owning them within a broad, hope-inspiring framework can help put to bed claims that centrism is merely an amorphous no-man’s-land on the political spectrum.

We must not be afraid to strike fear into the hearts of the voters of the dangerous alternatives to victory, nor should we let rational, complex arguments (which must too be made) get in the way of authentic emotion. Hope, radical hope, active hope remains at the core of a winning centrist approach to political communications.

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Simon Davies and Joshua Hantman are partners at Number 10 Strategies, an international strategic, research and communications consultancy, who have polled and run campaigns for presidents, prime ministers, political parties and major corporations across dozens of countries in four continents.

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