As America celebrates its 250th birthday, we should reflect on the eternal wisdom of the Founding Fathers, who put words to action on principles that have bound our nation since 1776.
Looking back, we think of the non-military parts of independence as relatively easy — a room of guys in Philadelphia (“brotherly love”) who were best buddies and plotted the creation of the greatest nation in the world in complete agreement. Right? Not so much.
Before Americans won the Revolutionary War with courage, tenacity, and guns, we had to win the battle for public opinion. And before that, 56 key players with quills had to buy into one declarative plan that was the 1776 political version of a nuclear explosion.
It worked. Leaders agreed, as did most colonials, when a message called “The Declaration” gave them something to coalesce around, even if they disagreed over some details.
We tend to think of the Declaration as a yellowy historical artifact with weird handwriting preserved behind glass. In 1776, it was anything but a ceremonial document. It was a strategic communications masterpiece designed to persuade multiple audiences simultaneously.
The Declaration’s primary audience was not King George III. The founders knew he was unlikely to change his mind. Instead, they sought to convince three critical audiences.
First, Americans who remained undecided about independence — separation from Great Britain was a radical proposition. As many feared the economic and military consequences of rebellion, the Declaration provided compelling moral and philosophical justification for establishing their own nation.
The founders also had to unite 13 colonies with distinct economies, agronomies, cultures, and demographics into a single cause. The Declaration provided those colonies with a shared purpose and common identity as American.
Lastly, the document was aimed at foreign governments, particularly France. The founders understood that winning independence would require foreign support, and the Declaration demonstrated that the colonies were firmly establishing a legitimate new nation.
In modern public affairs terms, the Declaration established the message, defined the audience, framed the issue, and articulated a compelling call to action. And it led with values rather than grievances.
It certainly contains a list of complaints against Britain, but only after one of the most powerful statements of principles ever written: All men are created equal and are endowed with certain unalienable rights, among them life, liberty, and the pursuit of happiness.
The founders understood what many communicators still struggle to learn: People are moved by values and emotions before they are persuaded by facts. The Declaration did not begin with statistics, policy details, or procedures, but with an eternal vision.
Modern public affairs professionals operate in a vastly different communications environment than the time of pamphlets and street-corner speeches. We use social media, podcasts, streaming, and digital networks that can reach millions in seconds.
Yet people still seek leaders and stories they can believe. The greatest challenge facing today’s communicators is not a lack of information but a lack of trust — information is abundant, but credibility is scarce.
Artificial intelligence has painfully demonstrated how easy it is to make stuff up, hide it in a pretty image, and have millions believe it is real. But internet lies will never persuade a group of diverse individuals to join a new club — like the revolutionary one in 1776.
The founders understood persuasion depended upon legitimacy and grounded arguments in principles that ordinary citizens recognized as worthy of support. Thomas Jefferson drew on the writings of English jurist Williams Blackstone, philosopher John Locke, and, of course, the Bible, to demonstrate the veracity of the ideals he was penning. He understood the awesome responsibility of proof and accepted it.
Modern communications professionals — and all Americans — must also accept responsibility for demonstrating proof in what they write, read, and promote.
Our guidance lives in the Declaration, which continues to resonate because it is a moral argument that lays out enduring truths that were above reproach.
As we celebrate America 250, communicators and public affairs professionals would do well to revisit the lessons of 1776: Lead with values and a compelling story, and build unassailable trust before seeking support.
WHY IS THE WORLD’S GREATEST NATION SO MISERABLE AT 250?
The most powerful messages inspire belief for generations. We still remember “we hold these truths to be self-evident” and “the consent of the governed.” We know John Hancock was the first to jump off his horse and sign.
Two hundred and fifty years later, the Declaration of Independence remains the gold standard for strategic communication and the greatest public affairs campaign in American history.
Kerri Toloczko is director of public affairs for Proven Media Solutions and has been involved in public policy, communications, and coalition management in Washington, D.C., and across the country for over 30 years.