FIVE FUNCTIONS OF POLITICAL COMMUNICATION

Establishing and increasing name identification
Every time you issue a news release, make a speech, buy a political advertisement, etc., you strengthen your name identification among voters. However, display advertising, such as yard signs, bumper stickers, billboards and other large signs, are most commonly and effectively used to promote name identification.----------------------------------

Developing an image
What impression do you want to create with voters? You can communicate compassion, competence, responsibility, a willingness to serve, strong family values, etc. through both earned and paid media. However, display advertising techniques are strictly for name identification, not for image development.----------------------------------------

Developing issues
You can identify issues and establish your position using paid and earned media. What issues are important to the voters in your area: education, transportation, government spending, taxes, crime? Frame the issue, and communicate your position.------------------------------------

Creating a contrast
Communicate the differences between you and your opponent using paid and earned media. What makes you better qualified to serve in office? What are your opponent’s weaknesses?--------------------------------------

Defending yourself
Fend off attacks and misstatements from your opponent by using paid and earned media. Remember, a lot of people think that if they read it in the paper or hear it on the news, it must be the truth. Don’t let attacks go unanswered. Depending on the attack, the sooner you respond, the better. Newspaper, radio and television can enable you to respond quickly to a charge.