Political consulting firms help candidates manage their campaigns, from building their public image to managing media and fundraising. They develop campaign messages, manage finances, and train candidates and their teams. They also provide policy advice and crisis management after the candidate is elected.
Political consulting firms help manage the campaign and election strategies of candidates for public office. As such, a political consultant often begins with building the candidate’s public image and ends with the tactical follow-up of the campaign. The ultimate goal of campaign consulting is to get a candidate elected. This typically involves crafting a message to voters, raising advertising funds, and managing the media. Once a candidate is elected, policy advice may also be needed for press releases, crisis management, and re-election strategies.
These specialist consultancies are often media companies with expertise in public relations, politics and political campaign management. Many campaign strategies begin with a written plan designed to guide the candidate through election time. This plan can provide details on how to build the candidate’s public image. Elements such as presentation techniques, speeches for radio and television, and the candidate’s official campaign photograph can all be integrated into such a plan.
One area where political consultancies often focus their efforts is developing the campaign message. Sometimes this is a single central theme, and other times candidates need several key messages. Developing a message may also require voter analysis, where campaign literature and messages are targeted to a specific demographic audience.
Another function of consulting firms could be to manage campaign finances. This often involves organizing and scheduling fundraising activities. Applicants can also receive guidance on when and how to spend the funds in order to meet fundraising efforts. For example, a political consultant may try to keep a campaign within a specific budget by maximizing advertising strategies.
Candidates for political office may also need guidance in managing the media, both through traditional channels and online. Political consultancies can then work to establish relationships between candidates and journalists. Media training may also be required for some individuals. This is likely to involve instruction on how to handle unexpected questions and stay composed during televised events. Planning press releases and media events can be another aspect of media management.
Additional functions of political consulting firms often include mass mailings to sway voters, opposition research, and graphic design of placards and brochures. Consulting firms can also train campaign team members and party advocates to delegate responsibilities. Campaign timing, building a candidate’s community presence, and conducting voter polls can also be planned by a political consultant.
After a candidate is elected to office, policy advice can continue for campaign follow-up. An office holder, for example, may request press statements during times of war and economic hardship, or if voter support begins to wane. Crisis management can be another area where political consulting firms provide assistance. Examples of such crises may include an office holder committing a wrongful act or receiving negative press. Political consulting firms may also be maintained for a candidate’s re-election strategy.
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