As usual here at TD&F, this item is not about politics or policy, but about communications. The backdrop happens to be yesterday’s Ontario budget, but the focal point for our purposes revolves around use of third party endorsers to drive a communications message. In a back room at Queen’s Park, partisan worker bees in the Liberal Caucus Services Bureau were busy on budget day tracking the myriad of news releases and other on-the-record pronouncements made on the budget by various organizations. Said staffers kept issuing running updates via Canada News Wire, the most prominent vehicle for disseminating news releases to newsrooms everywhere, tracking supportive comments for measures in the budget from stakeholders, including the Ontario Chamber of Commerce, the Ontario Medical Association, the Council of Ontario Universities, BILD (Building Industry and Land Development Association), Toronto Mayor David Miller and even the Ontario Association of Food Banks. Third party endorsements – in other words, praise from organizations which are credible in their own realm – are worth their weight in gold in the world of spin, and the Liberal staffers managed to assemble a nice array of positive comments from a broad spectrum of voices. I can tell you how wonderful I am until the cows come home, but it’s way more meaningful if someone else does it.
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