Home. Foreword.
Module 1.
Introduction
Module
2.
PR events
Module
3.
Understanding the media
Module
4.
Effective media releases
Module
5.
Preparing the newsmaker
Module
6.
Crisis management
MODULE 7.
Campaign strategy
Module
8.
PR tool kit
Conclusion.
Contact.
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Module 7: Candidate & issue
campaign strategy
The PR and media worker in a
political/issue campaign:
This person manages contact with the free media,
as opposed to paid advertising. He/she schedules
press conferences, identifies and contacts all
reporters and news media publications, radio stations
or TV stations that have any impact on the campaign
district.
This person writes all press releases and assists
in writing speeches. And, working with the
researcher, maintains an eye for media opportunities
that stem from news events. A news event someplace
else might prompt the candidate to respond with
proposed legislation, an opinion, or a visit to the
news site.
Strategies
The first priority is to get to know the
candidate, understand the office you are seeking, and
do a comprehensive profile of the incumbent now
holding the office. (In the event of incumbents,
profile the challengers). On an issue campaign, the
same process applies to all sides of the issue (often
more than two).
You need to talk with your candidates past
staff people and inventory his/her strengths and
weaknesses. You must ask about any problem
areas, to determine what sort of help the
candidate might need.
It is helpful to get your candidate to tape record
an outline of his position on what he thinks are the
major issues. (You need very controlled circulation
of the tapes, of course.) You should sit back and
listen to him talk -- not just to get familiar with
his views, but his way of speaking, his style; this
will help you in making decisions about how he best
presents himself. Anyone who might be writing
speeches for him is better able to do quality work
with this background. The alternative is to just
spend a lot of time with the candidate talking and
listening carefully.
Use every media and public speaking opportunity to
present the best aspects of your candidate or issue.
Always keep an eye open for the weaknesses in your
own campaign, as well as those in your opposition.
Identify what the voters are looking for, and try to
provide it, align yourself with it, or lead them to a
better way.
Module 8:
PR tool kit; useful models and samples.
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