The Great Battlefield Responding to Changes in Digital Communications with Will Robinson
Jul 22, 2025
Will Robinson, a political media consultant and co-founder of The New Media Firm, shares his insights on the evolving landscape of political communication. He discusses the shift from traditional to digital media, emphasizing authentic engagement with voters. Robinson reflects on the challenges of the 2024 campaign, advocating for grassroots organizing and local issues. He also analyzes the New York mayoral race, cautioning against oversimplifying local insights. Throughout, he stresses the necessity for adaptability and storytelling in political messaging.
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Modern Political Communication Shift
- Political communication has dramatically changed from TV-centric to multi-platform digital environments.
- Successful consultants now perform like decathletes, mastering diverse communication skills beyond traditional ads.
Challenges of Modern Media Landscape
- Digital media's polarization leads to progressive messages mostly reaching only progressive audiences.
- Traditional TV reaches mostly seniors, making it less effective for campaigns targeting younger voters.
Authentic Voter Communication
- Use authentic, porch-voice communication rather than academic or scripted language.
- Build voter trust by listening and engaging in genuine conversations, not just winning arguments.