The KRC Political Message Box

KRC’s Political

Message Box

Creation

KRC’s messaging approach

borrows from the world of

politics and ensures that we

not only determine which

messages resonate most

with target audiences, but

also which best withstands

opponent’s messaging.

Bradley Honan / bhonan@krcresearch.com / (212) 537 8743 www.krcresearch.com

Carrie Driscoll / cdriscoll@krcresearch.com / (212) 445 8383 @KRCResearch

Us on Us Us on Them

Them on Us Them on Them

The KRC Political Message Box in Action

Clinton On Clinton “Prosperity can't be just for CEOs and hedge-

fund managers. Democracy can't be just for

billionaires and corporations. Prosperity and

democracy are part of your basic bargain, too.”

Clinton On Trump "If he wants to engage in personal attacks from the

past, that's his prerogative. I'm going to draw

distinctions between where I stand and where he

stands when it comes to equal pay for women,

raising the minimum wage and protecting a

woman's right to make the most personal health

care decisions."

Trump On Clinton “In fairness, you have to look into [Hillary].

Maybe she can prove her innocence, but she

seems to be guilty, but you know what, I

wouldn’t even say that.”

Trump On Trump “Our country doesn't win anymore. We don't win

with the military, we can't beat ISIS. We have great

military but we can't beat ISIS. We don't win on

trade. You look at what China's doing to us, what

Japan does to us, what Mexico is just killing us at

the border -- at the border and with trade. Mexico

is killing us -- absolutely. We'll do the wall. Don't

worry. We're going to do the wall.”

Bradley Honan / bhonan@krcresearch.com / (212) 537 8743 www.krcresearch.com

Carrie Driscoll / cdriscoll@krcresearch.com / (212) 445 8383 @KRCResearch