The Co-orientation Theory and Mitt Romney

Presentation by: Erin Smith

Overview Using co-orientation theory to explain

how Mitt Romney controlled and powered his presidential campaign

Use the issue “the economy” to explain how Romney used co-orientation theory to campaign for election to defeat Obama

Co-orientation Theory

“People and organizations relate to one another successfully to the extent they think similarly about ideas”

Effective communication depends on when both agree and know they have agreed on the same idea

Key: take long-term view of relationships in spite of emphasis on short-term measures

Using theory

Romney used theory to power his campaign by having to think like the public, relate to the public and know what the public would want in a candidate so he would know how they would vote for him

Theory and economy

Romney’s position on economy: “Day 1, Job 1”

Main objective to “restore America to the path of robust economic growth necessary to create jobs.”

Theory and economy If elected on day 1 would sign 5 bills and

5 executive orders to help economy Included Down Payment of Fiscal Sanity

Act› Immediately cut non-security discretionary

spending by 5 percent ($20 billion) Included Order to pave the way to end

Obamacare

Theory and economy

Was trying to think and relate to the general public so they would think the same way

That way they would end up voting for him

Issues with this theory

Can’t think exactly like every single American

Just because a President thinks like a voter, necessarily mean the voter will vote for him

doesn’t

SWOT Analysis

StrengthsThinking like

public could get more voters

Will help voters trust him if they

think alike

OpportunitiesThinking like

public could give him ideas wouldn’t normally think of

Win election

WeaknessesPublic won’t vote

for him on this alone

Will lose support of people who don’t think like

him

ThreatsLose voters

Lose election

Strategy used Strategy of association

› He is associating himself with particular policies and beliefs

› Voters that believe the same thing or agree with him are likely to vote for him

Key audiences President Obama – needs to know how to

counter what Romney says Republican party – Suggest what Romney

should do Democratic party – Know what to go against Media – Report everything Romney says and

does Public voters – Listen and decide who to vote

for Electoral college voters – Listen to public and

candidates when deciding who to vote for

Better theory/strategy

Co-orientation theory worked best Strategy of association

› Worked well Strategy of disassociation

› Could work well too› Disassociate himself from the 47 percent

comment and negative press Strategy of omission

› Some of the things he thought and said he should’ve kept to himself

Dealing with situation

Romney was close to Obama, many thought would be close race and Romney could maybe win

Public related to him and related to his beliefs and policies

After the 47 percent remark went downhill

Many felt like couldn’t relate with him anymore

Any Question

s?