The first rule of communications is crafting an effective message.
A March 11, 2014 op-ed in the Los Angeles Times by former Secretary of the Interior Bruce Babbitt provided a unique glimpse into how messaging used by politicians can shift over time. The editorial detailed the push in the 1990s by former Senators Frank Murkowski (R-Alaska) and Ted Stevens (R-Alaska) to build a 38-mile road connecting the Alaskan towns of King Cove and Cold Bay. Opposed by the Clinton administration, the idea was to expedite the movement of seafood from the salmon canneries in King Cove to the airport in Cold Bay for distribution.
