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By Mark Montini
Reprinted with permission - July-23-07
It's a simple question. But most people struggle to come up with a single, succinct answer.
Truth is that most campaigns (organizations and businesses,
too), if they were honest, would have to answer that question
with something like "to gain exposure" or "to get coverage".
Therein lies one of the first issues I have with the so-called
"media bias" excuse you hear so often from conservatives.
So, what's the lesson here?
**Let's say you're a conservative candidate who decides that
you're going to use media coverage for fundraising. Does a
"biased" article attacking you in the local liberal newspaper
really hurt you? I would argue that it doesn't. After all, the
people who are most likely to donate to your campaign would
probably question your conservative credentials if the liberal
newspaper was saying good things about you.
**Let's say you find yourself in a campaign where the issues
being discussed aren't the ones you want discussed. You could
use the media to begin to change the focus of the campaign. Even
if the coverage you get is bad, it's still good for you because
it's changing the focus of the campaign.
Ask yourself two key questions:
About the author
--Mark Montini is widely recognized as one of America’s leading political communication consultants and trainers.
Known for his “outside-the-box” approach, Mark has worked with CEO’s, Members of Congress, Members of Parliament and leaders from four continents.
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