Coalitions are powerful because they amplify voices. Very few major pieces of legislation pass without a significant coalition behind them. But they can also be fragile. Each member brings different priorities, perspectives, and pressures. The challenge is to create a narrative that aligns those agendas without diluting the message.
A strong coalition narrative isn’t about finding the lowest common denominator. It’s about building a frame that allows every member to see themselves in the story. We’ve seen this recently in South Carolina with the coalition promoting the lawsuit abuse reforms as they apply to alcohol servers and other hospitality groups. That group was deeply fractured and many times was fighting for their own interests as the bill evolved.
Here’s how to approach messaging to keep the fragile coalition together:
- Start with Shared Stakes
What’s the unifying “why” that brings the coalition together? It’s rarely the details of a bill — it’s the bigger picture: growth, jobs, opportunity, or stability. The details are the ones that cause the tension. Keep the big picture in focus. - Layer the Message
Craft language broad enough for the coalition but flexible enough for members to adapt. For example: “This policy strengthens our economy” allows one partner to talk about workforce, another about housing, and another about small business growth. - Anticipate Tensions
Some agendas will conflict. A good coalition narrative acknowledges differences without letting them dominate. Silence is not strategy — be sure set boundaries early. - Stay Future-Focused
Narratives built only on stopping something tend to fade as priorities swing. Position the coalition around what you are for, not just what you are against. - Use Credible Voices
Not every messenger needs to speak every line. Let each member emphasize the part of the story that resonates most with their stakeholders. - Don’t Abandon Those Left Behind
If you get what you want, but another coalition member didn’t, don’t leave them behind. They helped you get your priority over the line. If you can swing it, continue your advocacy and support their second attack. You might need them again later.
Behind the scenes, smart coalitions rely on strategists to help stitch these threads into a coherent whole. That’s where Bridge Public Strategy Group comes in: helping business coalitions develop narratives that serve multiple agendas while keeping the coalition strong and focused. We’ve stitched coalitions together for years and can help you put together the winning pieces.