Steven L. Reed Mayoral Campaign
Coalition development, stakeholder engagement, and disciplined messaging for the campaign that elected Montgomery's first Black mayor.
Challenge
Montgomery entered the 2019 mayoral election with a crowded field and a complicated civic history. Steven L. Reed brought established public-service experience and name recognition, but the campaign still had to distinguish him among twelve candidates, maintain message discipline through substantial political noise, and build support broad enough to win.
The election carried historic weight. Montgomery, a city central to both the Confederacy and the Civil Rights Movement, had never elected a Black mayor.
Role
Tania Johns served as Deputy Campaign Manager, working closely with the candidate and across campaign functions. Her responsibilities included campaign strategy, coalition development, stakeholder engagement, debate preparation, communications, and message development.
She worked with the campaign's media team to shape and sharpen messaging, prepared Reed for debates, coordinated across campaign functions, and helped maintain alignment around the campaign's broader vision of a new generation of leadership.
Approach
A citywide campaign could not depend on the candidate or staff personally reaching every voter. The strategy worked through trusted leaders and established community networks, including pastors and faith leaders, neighborhood and community leaders, veterans and retired military stakeholders, older voters, and business-community stakeholders.
The work extended beyond endorsements. Trusted leaders needed accurate information, a clear understanding of Reed's candidacy, and language they could carry into their own networks. A coherent central message remained consistent while helping constituencies with different priorities understand what the campaign's vision meant for them.
Outcome
Reed advanced to a runoff after receiving 42 percent of the vote in the twelve-candidate first round. On October 8, 2019, he won the runoff with 67.2 percent, becoming the first Black mayor in Montgomery's 200-year history.
The election drew national and international media attention. Johns helped manage the resulting interview requests and media inquiries and later advised Reed's successful 2023 reelection effort.
Why it matters
The campaign demonstrates capabilities that remain central to PRC Impact's work: understanding different audiences, developing coalitions, working through trusted messengers, translating strategy for different constituencies, holding message discipline, and navigating complex civic environments.