Endorsements are a powerful tool in gaining immediate credibility and support. Many people automatically vote for a candidate who is endorsed by a sitting elected official they already support. Endorsements from local members of Congress or city mayors can be especially potent, because voters have already selected them to win in prior elections. One “winner” can lead to another. Newspaper endorsements are also known to sway voters.

Endorsements MUST be obtained or confirmed in writing. A direct letter from the endorser to the candidate is best. However, emails will suffice. Even an email from a trusted third party intermediary can suffice. But verbal "over the phone" endorsements should only be used when the candidate knows the endorser personally and there is no risk of reversal. Ask for the elected official's signature on your candidate "endorsement signature card" at the time of agreement.

* Elected Official Endorsements

Start EARLY. Several weeks before filing. Earlier if possible. Make a list with all contact information of all local elected officials, including city council, county supervisor, state assembly and senate, and U.S. Congressional members. Local sewer, water, and vector boards do not typically carry much weight with voters.

Send a personal letter to the official with your campaign literature, so they may understand your positions on the issues, and ask them for their endorsement with a pre-written letter that they merely have to sign. Include a self addressed & stamped return envelope. Make it easy for them to help you.

Call the office to confirm receipt of your letter. Talk directly to the endorser if possible. Elected state and US Congress officials have taxpayer-paid staff who cannot work on political election activities, so if you don't receive a reply, it may be due to the prohibition of administrative staff working on election matters.

Don’t get angry if nobody responds to your requests. Get busy! Find a third party intermediary in the political party who can be your “go-to” person to penetrate the organization and get your endorsement.

Remember, endorsers can endorse more than one candidate. Get support before your opponent decides to run. Ascertain if, and who, your potential endorsers have already endorsed. START EARLY!

The bottom line is simple. The more endorsements from sitting elected officials you obtain, the more votes you'll get.

* Newspaper Endorsements

Make a list of ALL local newspapers that cover any part of your district. Cast a wide net in your search. There are many local “legal publication” newspapers that publish weekly and are distributed free or for a nominal annual fee. With the dominance of large regional papers, these small weeklies are often the only local content papers available.

Regardless of size, every single newspaper endorsement is important, and adds credibility to the candidate.

* Prominent Community Leader Endorsements

Don't ignore FORMER school board and city council officials who might provide endorsements. Make a list of them. Any local PTA presidents or community activists that are widely known and respected should be included. Phone these folks to quickly create a list of several, or even dozens, who will endorse you.

In making your list of former officials, focus your energies on those who likely still have high voter recognition.

Publish all your endorsements wherever space permits. Otherwise, cull them down to the most significant endorsements, for quick voter recognition. Congressional and state assembly endorsements are among the most influential.

In 2006 John Briscoe was elected to the Board of Trustees of the Ocean View School District. Contact info at: Vote4Briscoe.com.

Copyright 2007 by John Briscoe.