RNC vs. DNC

Before visiting the committee headquarters today, I thought the Republican National Committee (RNC) and the Democratic National Committee (DNC) used communication tools in a similar manner. However, after talking with RNC and DNC Communication department/team representatives and visiting their respective website and social media pages, it is apparent that these committees have different communication agendas.

The RNC concentrates on supporting Republican candidates in states elections, running communication campaigns against Democratic leadership in Congress (to see this for yourself – visit the RNC headquarters to see a massive red and white “FIRE PELOSI” poster above the main entrance) and building relationships with the press to gain coverage on specific topics and relevant issues. The DNC’s communication department also focuses on monitoring and pitching stories to the press and offers support to the state Democratic candidates up for election in 78 days (not that anyone is counting). In addition to that, the DNC also communicates through their grass root network, established social media forum and emerging political monitoring techniques (Accountability Project) to engage their audience and the press core.

The difference between these two communication agendas might be obvious – one has the president in the White House. But I believe the difference goes beyond who has the majority or minority and has more to do with the fundamentals of each Party.

The RNC seemed dated both in their communication techniques and general appearance. We talked about print and radio (traditional media outlets) with the RNC but didn’t address newer forms of communication or how the committee could take a more proactive stance when supporting campaigns and candidates. The dark wood paneling, campaign memorabilia and pictures of Ronald Regan and George W. Bush reminding members of better political times made me feel uneasy. The representatives were professionally dressed (while the DNC employees wore jeans and T-shirts) were friendly and informative (while the DNC was more friendly, informative AND relevant) and finally, slightly reserved when it came to discussing topics like Sarah Palin and the Tea Party (while the DNC representatives seemed more comfortable talking about different topics – although in truth we didn’t really ask any “tough” questions).

I would have liked to ask the RNC more about their social media initiatives - although the representatives we had this morning might not have been the best qualified to address that specific issue. I would have also like to ask both committees why their websites are so abrasive about asking for volunteers and donations before visitors even have the chance to learn more about the mission statement or goals of the committee. I understand the importance (and annoyance) of fund raising but, the emphasis on making a donation really turned me off.

Finally, one statement bothered me today: “any press is good press”. As a future Public Relations practitioner I believe that good press is good press and bad press is bad press. You will always have both, but having a strategic plan, a transparent relationship with your audience and an excellent crisis management team will create more of the former and less of the latter.


Thank you to the Republican National Committee and Democratic National Committee for taking the time to talk with us today. It was a great introduction to the political sphere. Best of luck in the coming months.