Everybody talks about Democratic messaging. Now, you can do something about it!

Learn how to take back the public debate in this game-changing training for political communications professionals and other Democratic Party stakeholders.

Antonia Scatton is an expert in messaging and framing, with more than 25 years of experience working with political campaigns and advocacy organizations.

Antonia worked extensively with George Lakoff, messaging guru, pioneer of Cognitive Linguistics and author of the best-selling book Don’t Think of an Elephant, to develop this program.

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A single two-hour session for political professionals, activists and others who want to improve our messaging, stop playing defense and get control of the public debate!

More sessions coming in late January!

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For experienced political communications professionals and activists who are already familiar with the basic concepts of framing and want to learn more about the science behind it and how to craft their own framing strategies and apply them in their day to day work.

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The first rule of framing is:
Don’t educate. Connect.
Communicate what you want people to understand in terms of something they already understand and have strong feelings about!

Learning from Lakoff

Professor Lakoff’s discoveries in cognitive science elevate his work on political framing from “good advice” to “critical truths we ignore at our own peril”.

We have to understand how public opinion changes and the structure of our competing moral systems if we are to succeed in reaching people and overturning the Right’s dominance over our public debate. Learn more

What is Framing?

Framing and re-framing are about getting people to see a particular situation (or reality as a whole) the way that we do, and getting people to use our values and principles as the criteria to judge right and wrong in the public debate. Learn more

Blueprint for a Better Party

The Blueprint is a process to build capacity, improve services to candidates, develop leadership at all levels, increase volunteer participation, develop year round community presence and voter engagement, and improve the party brand both internally and externally.

I developed this Blueprint in 2018 with the leadership of the state Democratic Party of Arizona, to be deployed through the 2020 elections. Arizona flipped blue in 2020 with a huge 4.78 point increase in Democratic performance (Clinton: 44.6% to Biden: 49.4%). Learn more

It’s not about policy positions. Emotion moves swing voters.

They use emotions to connect with people. We use logic to try to convince people. Obama got it right in 2008. So why do we keep getting it wrong?

Clinical Psychologist Drew Westen shows that swing voters move based on which party they feel more positive about at a given moment, which party they are willing to give a chance to take the reins. Learn more

Educational Elitism: The culture war we’re currently losing – but don’t even know we’re in.

How is the Right winning over voters without college degrees? By portraying us as prejudiced against those with less education.

The conservative Right control the agenda of the public debate by “triggering the libs.” They deliberately say things that are offensive to us or demonstrably false.

We can’t help but respond – giving oxygen to their dumpster fire. We can’t resist correcting people who are wrong or calling out people who are racist or sexist, and they know it. That’s how they control us. Learn more

Anatomy of a Message

How do you develop a core message strategy? You need to figure out the one message you want to sink in over the course of the entire campaign. What is the relationship between that core message and the content you produce? Learn more


Want to fix Democratic messaging? Take this awesome framing and message strategy webinar with Antonia Scatton. #Lakoff