Media Strategy
How campaigns manage relationships with journalists, create earned media, and handle the 24-hour news cycle.
Earned Media: The Free Multiplier
Earned media, news coverage that the campaign does not pay for, is often more valuable than paid advertising because it carries the credibility of an independent source. A positive news story about a candidate reaches voters through a trusted channel, while an ad is immediately recognized as propaganda. Smart campaigns design events specifically to generate favorable coverage.
The daily rhythm of a campaign's communications operation revolves around managing the news cycle. Morning briefings to reporters set the day's narrative. Press releases respond to breaking news within minutes. The rapid response team monitors opposition attacks and prepares rebuttals before the story cements. In the social media era, the news cycle has compressed from daily to hourly, requiring campaigns to be perpetually reactive.