Press releases are a primary way of announcing campaign news. There are several main types of political press releases, and each should be handled a bit differently in timing and style.
Entry into Race: The timing of this most important press release will vary based on the position sought, the campaign and the competition. Announcing too early will have less impact than when it is closer to the election season. When you’ve announced your entry into the race, you’ve basically ‘thrown your hat in the ring’ and will be fair game for whatever comes along in the campaign. Just be sure you are ready before you make that big announcement.
Website Announcement: This can be made at the same time your campaign is announced, but only if you actually have a working website. Otherwise, use the opportunity as another bite of the PR apple.
Position Statements: Address issues as they come up with strong position statements. This helps the voting public know where you stand. They also provide a good reference for your campaign staff to keep everyone on the same page.
Endorsements: If possible, coordinate the endorsement press release with the endorser so that they are released at roughly the same time for maximum impact.
Campaign Event: The timing on this can be variable. Your supporters will typically know of the event before it is made public. If it is an event that requires reservations, be sure to promote early. If it is an open event or fundraiser, you may want to do several releases, with the final one just before the event.
Post Fundraiser Event: Send this press release as soon as possible. Use this opportunity to promote the host or special guest. It’s a great way to re-emphasize your campaign endorsements.
Political Apology: Sometimes things go wrong on the campaign, sometimes terribly so. If a candidate made a gaffe that requires a public apology, the best way to handle this is through a press release that succinctly states the candidate or campaign’s position and apologizes to the offended party. Do these as soon as possible, get it over with, and move forward.
Post Election: Win or lose, at the end of the election, take time to thank your supporters. Personalized letters should be sent to individuals, as well. This should be done soon after the election results are finalized – but not so soon that it appears that it was pre-written.
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Tags: campaign letters, campaign promotion, campaign writing, political fundraising
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