The Campaign Manager by Shaw Catherine;

Author:Shaw, Catherine; [Shaw, Catherine]
Language: eng
Format: epub
Publisher: Routledge

8

Media

IN THIS CHAPTER

•Print Media: Paid and Unpaid

•Fielding Questions from the Press

•Radio and Television

•Production

CAMPAIGNS ARE ABOUT SELLING A PRODUCT. THAT PRODUCT IS A candidate, library, school, parkland, civic building, water system, or whatever. But just as the local skateboard shop would not waste money placing an ad in a senior center newsletter for an upcoming sale, you should not waste campaign money trying to solicit individuals who will never buy your product. If you have not conducted a precinct analysis, stop what you’re doing and get it done. You’re about to spend a lot of money, and you want every penny to count.

Remember, your precinct analysis will give you a road map as to which neighborhoods, precincts, and communities will support—or not support—your candidate or issue-based campaign. From this information, you can generate a message to target swing voters. Message discipline is the foundation of your media campaign.

As with other campaign activities, your theme and message must be at the center of all media efforts. No matter what comes at the candidate or the spokesperson for an issue-based campaign, he or she must be disciplined about staying on message.

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