The Communications Legacy of Ted Kennedy

Let's put aside for a moment any discussion of the political implications of Sen. Ted Kennedy's death. Plenty of oxygen will be burned among the self-styled pundits about what the potentially "wild scramble" his passing could trigger in Massachusetts, and about who might "take up the mantle" as the next liberal leader of the U.S. Senate.

Instead, as you wade through the surround-sound retrospectives, we suggest you look more closely at the communications lessons in Kennedy's life and career. You do not become what he became without being pretty damn good at what we try to practice on behalf of our clients each day.

Do your homework. Kennedy had a reputation as one of the nation's best prepared senators. He was not afraid to work hard and get smart. It takes research and insight to create effective, compelling communications.

Surround yourself with smart, hardworking people. Kennedy's staff has always been among the best on Capitol Hill -- experts at what they do, confident in their abilities, and comfortable staying behind the scenes to make their "client" look good.

Listen and stay connected. Kennedy was, and his office staff is, particularly adept at constituent service. They were accessible and pro-active. The Kennedy team understood the value of grassroots activation well before the phrase was coined, and was almost always willing to engage in a dialogue, whether you were the Queen of England or the guy who cleaned the bed pans at the community hospital.

Earn trust. Kennedy's most noteworthy successes were in part due to the fact that he did what he said he would do and never promised to do anything he couldn't or did not want to do. There is no more apt lesson for communications pros in their relationships with clients or co-workers or for client executives who want to be taken seriously in their industries or among their peers.

Reach out to partners. Kennedy crossed the political aisle often to craft and pass important bills. Because he did his homework and could be trusted, his outreach to potential Republican and/or third party partners often proved instrumental in transforming a piece of legislation or a program from good to great. He capped it off by rarely taking personal credit for engineering any success.

Have a point of view and communicate it. Agree or disagree, love or hate him, you knew where Ted Kennedy stood. More importantly, Kennedy himself knew where he stood and was comfortable with his point of view. He rarely strayed from his core audiences and communicated with consistency and discipline through a prism of transparent values. At the outset of his career, there is no doubt that it helped to have the famous name and heritage he inherited. But, over time, he earned his own reputation and the respect you will see being poured out in the days ahead.

Manage your reputation. An individual of less substance and authenticity could not have survived the ethical and legal crises that Kennedy endured. As a reporter, I chased him around on a number personal and policy matters. He ranks as one of the most scrutinized individuals in modern times. Every six years, he put his fate in the hands of his audience and, each time, tens of thousands of people sent him back to one of the most important jobs in our democracy -- and did so by substantial margins. Kennedy acknowledged his flaws and his challenges but he was not paralyzed by them. He kept moving forward in a deft combination of word and deed.

Rest In Peace.

~ Ed Cafasso, Managing Director