The War Room

Political Strategies for Businesses, NGOs, and Anyone Who Wants to Win.

By Warren Kinsella

 The War Room outlines, in entertaining and easy to read fashion, Warren Kinsella's “In the trenches” philosophy on public debate, reflecting the philosophy that if and accusation or negative point goes unanswered for even a day, it cannot be effectively answered. The stories are taken from the political trenches, but are arguably just as useful in business or issue debates.

 Taken from his years in Canadian Politics, The War Room is filled with many real life examples and strategies.

 A Text-book “War Room” focuses on monitoring media and word on the street, researches & puts together information, and creatively puts that information together and distributes it through any means it can. Fast.

 The War Room goes a bit into using the Internet in political or public relations battles, but not extensively.

 Key Points

• Facts Tell, Stories Sell – get the facts to back up your story or issue. Stick to your story once it is out. Keep your message clear and simple. Make sure your story dominates the discussion.

   

• For the most part, people are looking for facts to back up what they already believe, not to change their minds.

   

• If you make a mistake, fess up, laugh at yourself, and move on.

   

• Respect the media, they have the power. Give them facts. The news business loves dynamic stories.

• Negative ads are effective because the focus on one message, are dramatic, and plant seeds of doubt. People say they do not like them, but they have an impact.

   

• The book includes the “How to Handle a Scandal Manual” which covers a lot of the reaction to the Sponsorship Scandal in Quebec. It is not what the scandal is, it is how you react to the scandal. Don't adopt the critic's vocabulary. Keep Cool and focus on the mistakes of your accuser.