How to Articulate Your Message When Running for Office

13 Apr How to Articulate Your Message When Running for Office

Once you decide to run, one of the first challenges you will face is also one of the most personal: being able to tell people, clearly and compellingly, why.

Why are you running? What do you hope to change or protect? Why you, why this office, why now?

Your message is the foundation of your entire campaign. Here is how to build it.

Start With Your “Why”

Before you think about slogans, websites, or door-knocking scripts, sit down and write out — in plain, honest terms — why you want to run for office. Do not worry about making it sound polished. Just be real.

Most people who enter public service are drawn by one or more of these motivations:

• They feel called to serve their community.
• They see a specific problem they believe they can help solve.
• They have skills and experiences that are needed right now.
• They are unwilling to wait for someone else to step up.

“The filing week opened and…up until Wednesday, I was calling people saying, ‘You really should run,’ and about on Thursday I had the realization — it was me. I was the person that had to run.”

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— Karen Peterson, Utah State Representative

Your “why” will be the thing you return to when the campaign gets hard — and it will get hard. Write it down. Keep it close.

Make It Personal

A message that resonates goes beyond “I care about this community.” Of course you do. So does everyone else on the ballot.

What makes your message powerful is the specific, personal story behind it. Think about:

• A moment when you navigated a government system and saw where it failed families like yours.
• A change in your neighborhood that made you think, someone needs to speak up about this.
• An experience — as a parent, a neighbor, a professional, a community member — that shaped your values and your sense of what is at stake.

Personal stories do two things: they humanize you, and they help people remember you.

“My mom was really, really involved. She worked full time for the state of Utah, but she always found time to come into my classroom. She was a room mom, she helped with class parties, she was always really involved. And so from her example I started getting involved very early on when my oldest son was in kindergarten and I just jumped in.”

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— Cyd LeMone, Pleasant Grove City Council

Your story does not have to be dramatic. It just has to be true.

Always End With a Call to Action

Sharing your “why” is not just an exercise in self-expression — it is a moment to invite others to join you. Whenever you tell someone why you are running, finish with a clear, specific ask.

Depending on the situation, that ask might be:

• A donation to your campaign.
• Volunteer time — knocking doors, making phone calls, helping with events.
• Their vote on Election Day.
• A yard sign in front of their home.

People who are genuinely interested in your campaign often do not know what to do with that interest. Make it easy for them. Tell them specifically what would help you most, right now.

Practice Out Loud — and Often

You do not need a perfectly memorized speech to start sharing your message. You need to be willing to talk about what matters to you, authentically and frequently.

Aim to be comfortable in two modes:

1. The 30-second version — a brief, punchy explanation of who you are, why you’re running, and one key priority. Use this in quick encounters, introductions, and casual conversations.

2. The longer conversation — a deeper explanation of your platform, values, and vision. Use this at events, forums, and meetings.

The best way to get comfortable in both modes is to have the conversations. Lots of them. And as you listen to people’s concerns and questions, let their feedback shape your message. After all, public servants are supposed to represent their communities — not just talk at them.

Your Voice Is Ready

You do not need to be a polished public speaker to run for office. You need to care about something real and be willing to say so. The polish comes with practice.

Project Elect is here to help you find your message and share it with confidence. Connect with us at projectelectwomen.org or through our JOIN US form.