Reviving the Art of Persuasion: How Democrats Can Engage and Win Back Voters

Working in my congressional office, I found it difficult to concentrate as I overheard a gripping interview with conservative media personality Glenn Beck through a thin wall. You might think I represent a Republican office, but I serve as the chief of staff to progressive California Congressman Ro Khanna.

Surprisingly, that interview turned out to be one of our best encounters in recent months.

While the two hosts disagreed on critical issues such as President Trump’s deportation policies and USAID funding, they found common ground in discussing the revitalization of American manufacturing and a united front against China. The interview bore a headline stating, “Progressive Democrat sits down with Glenn Beck despite disagreements – ‘We’re all Team America.’” We even arranged for him to return for another conversation.

Understanding Media Dynamics in Political Messaging

There is ongoing debate about whether Democrats require a stronger message or a more vibrant left-wing media presence. However, what Democrats genuinely need is to relearn the art of persuasion. This involves not just crafting a compelling message but also ensuring it breaks through the clutter of today’s media landscape.

Democrats should not be looking for a “left-wing Joe Rogan.” Instead, they need to reach the real Joe Rogan and other Americans across the country, conveying that there is common ground worthy of support.

I witnessed this process firsthand when Ro engaged in conversation with Glenn Beck. They had their disagreements, yet the dialogue opened a door to understanding. That is the essence of persuasion: not immediate conversion, but showing up, listening actively, and identifying points of connection.

Overhauling Conventional Political Strategies

Unfortunately, many of our political leaders find themselves surrounded by consultants obsessed with messaging that is strictly poll-tested and fearful of offending anyone. Each morning, I receive numerous emails that urge a simplistic message: MAGA Republicans are threatening healthcare. While I believe that assertion, convincing people takes more than mere slogans. Instead, we need detailed specifics, factual clarity, and a visionary outline of what the Democrats stand for.

Ro has been diligently building that foundation for years. He has traveled across various states, formed partnerships with Silicon Valley to create tech opportunities, and conducted town hall meetings even in Republican districts—not to preach, but to genuinely listen. For instance, during a recent town hall in Allentown, Pennsylvania, he spoke to Trump supporters protesting outside about his bipartisan bill aimed at lowering prescription drug costs. By the end of the interaction, they entered the venue, applauding him.

Breaking Through the Media Ecosystem

Having a message represents just the initial stage of an effective communication strategy. The subsequent challenge entails breaking through the modern media ecosystem which raises questions about whether a message can go viral on social media, garner coverage from press outlets, and reach wider audiences effectively.

Republicans have undeniably invested substantially more time and resources in cultivating a powerful online ecosystem designed to connect with voters. To counter this, Democrats must embrace a spirit of fearlessness in their outreach strategies. They should flood the zone, reaching people in their digital spaces and engaging with them on their terms. This may mean creating a dynamic TikTok presence, hiring a young, socially savvy team member to manage popular online platforms, or articulating our message through various avenues like op-eds and podcasts.

It is not about granting anyone an unearned platform or validating their legitimacy; their platforms and audiences already exist and perceive them as credible sources. Rather, it is essential to utilize those platforms to amplify our message while ensuring our communication is tailored to different audiences without abandoning our core values.

Fostering Meaningful Connections

Moreover, a delicate balance is required between crafting viral moments and expressing nuanced messages concerning complex issues. Ro’s prescription drug bill has gained traction on platforms like X and Reddit. Yet, his overarching vision—a new economic patriotism focused on 21st-century solutions aimed at economic success in every community—has not resonated similarly in online circles. Interestingly, that vision sparked enthusiasm during longer interviews and podcast appearances. Both forms of messaging have value. Identifying the appropriate time and platform for each is critical.

After all, Joe Rogan backed Bernie Sanders during the 2020 presidential campaign. When Rogan started leaning towards Donald Trump, we may have dismissed him as lost to us forever. Why not pursue him again with a well-tailored message aimed at persuasion?

So, Joe, if you happen to be reading this, I have a proposal for you.