Robocall - Do's and Don'ts For Political Candidates
By Lee Simonson
Robocalls are pre-recorded phone messages that candidates or political groups send before elections. Candidates hire robocall services that use autodialing technology capable of sending hundreds of calls simultaneously, thus the name "robocall," or delivering messages robotically. Content of the messages can vary, including soliciting support at the polls, or responding to last minute attacks.
The federal government and the vast majority of states permit political robocalls, though some states have restrictions. Candidates are also permitted to call phone numbers that are on the national Do Not Call list. The use of robocalling is controversial with proponents saying it upholds free speech, while opponents equate it with telemarketing and that it should be outlawed completely.
While individual state laws vary, federal law requires that the pre-recorded messages identify who made the call and include an identifying telephone number or address.
Robocalling is an extremely powerful medium -- so powerful in fact, that many recipients consider it an invasion of their privacy. It can be a two edged sword. While it is the fastest, most effective, and most inexpensive way to enable voters to hear a candidates voice, if executed improperly, it can actually lose votes for a candidate.
Here is a list of "best practices" that candidates or political groups should consider when using robocall services or a robocall provider:
1) Robocall campaigns should be conducted during the day rather than the evening to avoid interrupting dinnertime and other family activities. Pre-recorded messages can be played to people who answer the phone live or can be left on answering machines. The object is to call during the day and leave as many messages on answering machines as possible so recipients can listen to the message at their convenience.
2) The huge advantage to robocalling is that unlike television or radio, calls can be targeted to people who actually vote. Moreover, voter lists can be defined into subgroups and different messages can be delivered to each group. For example, you might want to deliver a different message to senior citizens and another message to people who live in a particular town or city.
3) Keep your message to 30 seconds or less. Make sure you identify yourself.
4) Plan early! Most robocalls are thrown together at the last minute and little thought is given to the message or in organizing a phone list. A properly managed robocall campaign can take days or weeks. Make sure you have a good, properly formatted list (an Excel spreadsheet works) and that you have scheduled and reserved time with your robocall provider. Sometimes capacity is maxed out and last minute robocall customers are unable to get their messages out. Generally, voter phone lists are public information and can be obtained from local or state election boards.
5) Tell your robocall service provider what Caller ID number you want voters to see. Be prepared to use a phone number associated with the campaign. That number will receive a lot of calls since many voters will call back wondering who called them. The best practice is to have your Caller ID number go to a recorded voice mail greeting that identifies your campaign and thanks the voters for their support.
6) Like any other political advertising, robocall providers will require payment in advance. Since most don't charge for undelivered messages that are unanswered or disconnected, the providers can only estimate. Chances are they will overestimate the job and give you an immediate refund for any overpayment. Regarding rates, you're best bet is to pay on a per minute basis rather than per number because many of the numbers on your list will be undeliverable. Generally, you can estimate that 75-80% of the calls will get through.
All in all, if used properly, robocalling will help a candidate get an important message out to voters, particularly when responding to last minute attacks. But the use of robocalls should be limited and used sparingly.
For more information on how a service bureau can help you get your robocalls out, click here: http://www.monarchbroadcast.com/phone_broadcasting.html
For more information on individual state laws and federal requirements regarding robocalls, click here: http://en.wikipedia.org/wiki/Robocall
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