A professional athlete’s father once wrote a moving prayer for his son to remember in the event of losing a game. He closed, “Now give me the desire, Lord, that is so rare, to go back home and prepare.”

Inspirational words, even for those on the winning end – in fact, they’re especially fitting when you’re on top, fending off your opponents.

In political campaigns, there is little time to spare after a victory, certainly not to ponder whether you have “awaken a sleeping giant.” The best strategists prepare for the most formidable challenges possible, and they start early.

Surprisingly enough, the 2006 early front runner in California politics is not Governor Arnold Schwarzenegger, Treasurer Phil Angelides, Mayor Jerry Brown, Mayor Gavin Newsom, Senator Tom McClintock or Assemblyman Fabian Núñez.

The real accolades go to California Professional Firefighters, recently at the center of a well-crafted radio advertising campaign.

After millions of jabs and millions of dollars spent, Californians rendered November’s special election fruitless. As Governor Schwarzenegger claimed defeat, his political operation reverted into a state of inertia and incertitude.

CPF, fresh off a satisfying victory, took the opposite route. Rather than resting on its past laurels, its leaders launched a follow-up campaign that was perhaps more brilliant than even they realized.

In this recent radio message – which airs this month in Los Angeles, San Francisco and Sacramento – firefighters who participated in the anti-Schwarzenegger agenda thanked California voters for their support. “We’re more at home on a fire line than in front of a television camera,” said Captain Brian Rice. “But you took the time to listen and on November 8th, you trusted us with your votes.”

The brilliance of this campaign is two-fold: messenger and timing.

When the focus is on the union itself, public opinion is lukewarm at best. When the focus shifts to the union’s members – in this case, the brave firefighters safeguarding our neighborhoods – there is overwhelming support. And while this tactic is a familiar one in politics, this particular messenger touches voters close to home. Firefighters offer the proverbial reminder of our need for “security.”

But the real genius comes less in the “who” and more in the “when.” The spot is being aired right after the holiday season – Californians are refocusing on issues outside the family circle, yet still in a jovial mood. Politicians are resuming their legislative duties as there is seemingly no need to campaign in January.

Seemingly.

CPF grabbed this uncontested air time with determination and enthusiasm. While not a creature was stirring (not even a politician) during the holidays, the organization has reminded legislators that a simple “thank you” goes a long way.

Let’s face it. Unions are no more capable of such friendly overtures than politicians. But when was the last time you heard a politician say, “Thank you for entrusting me with your vote and for participating in the electoral process?” CPF figured it out, and the impact will be significant.

If such tactics become more intentional, politicians will have to rethink how they spend money. While campaign funds are often allocated during the heart of an election season, there could soon be a need to capture voters’ attention during the uncontested periods. Is a campaign dollar better spent early and virtually uncontested, or is it better spent on time and heavily congested?

Despite being overpowered financially by the unions, Governor Schwarzenegger was on the verge of true reform. Now, his back-peddling has opponents beaming. Yet, the union’s clean sweep was hardly a referendum in support of labor. Voters simply wanted to see their taxpayers dollars spent on legislative action, not superfluous campaigning.

Even the seven-point defeat of Proposition 75 does not negate the fact that California unions, including the CPF, are on the decline. Membership is down, and it’s becoming increasingly clear that union leaders are out of touch with members’ concerns. And when there is dissension among members and a public outcry over Big Labor, the union leaders only tighten their grip and spin further out of control.

It may seem confounding why the rising brand of Schwarzenegger pragmatism could fail to topple the struggling, yet powerful, unions. Look no further than the CPF radio spots for the answer.

“Thank you for voting for a California where our leaders work together to solve problems.”

That quote could have easily been attributed to Governor Schwarzenegger, following the California recall election. The same theme that sealed his election and popularity has now been seized by the most unlikely of suitors.

And while the CPF deserves credit for a flawless post-election campaign, Californians should not be fooled. It’s the same Campaign Cool-Aid, only disguised under a new label.

Detecting the genuine article may seem difficult, leading up to another major election this November. But the ultimate prize will be determined by who learned the most in 2005, and who is best prepared for the challenges that lie ahead.

1/5/2006

© 2007 Wissot.com, Michael Wissot,

Michael Wissot is a managing partner at SymAction Communications, a corporate communications and market research firm. He serves as an adjunct professor of communication at Pepperdine University and a political analyst for KABC talk radio in Los Angeles. Wissot – an expert in crisis management, messaging, public relations and Internet communications – previously worked as Vice President of Luntz Research, a premier public affairs firm. He has moderated focus groups and conducted surveys for Fortune 100 companies and leading industry associations. Wissot, a former aide to U.S. Senator John McCain, has contributed to high-level messaging projects for President George W. Bush, Governor Arnold Schwarzenegger, former Secretary of State Henry Kissinger and several other world leaders and CEOs. He served three years as CEO of Dentistry.com, a leading dentist-matching company. Wissot received a BA from James Madison University, a MBA from The University of Arizona, and a MIM from Thunderbird.