No matter what you thought of the US presidential race, aren’t you glad it’s almost over? Certainly, half the voting public must be, those who don’t bother to show up and likely consider elections an intrusion or a rip off. And the rest? Conventional wisdom says most voters didn’t care for their choices. Regardless, it didn’t bring out the best in our leaders or the system.
Yet, there’s an untold story. Actually, the whole thing was a sophisticated exercise in "perception management." According to Valeska and Ronald Stupak, PR strategists with Burson-Marsteller, that’s what any successful business, politician, or movement must do – make sure the perceptions of potential customers are impacted in precise and powerful ways. It used to be called propaganda. And the key isn’t content, but symbols and cues that appeal to emotions. "We must never forget," the experts explain, "that emotion has much more to do with behavior than reason does."