Make Your Election Campaign Successful

Do you have the desire to become a mayor, governor or senator? Would you like to become the president of your country? Are you interested in becoming a political campaign manager? Candidates and campaign managers must be familiar with the strategies and techniques they must use.

I took "Communication in American Politics" as a communications major at the University of Missouri at St. Louis. To win an election, you must follow the campaign commandments I am discussing.

Respond to attacks immediately. A candidate must respond to an opponent's attacks within a day. In the 1988 presidential election campaign, Michael Dukakis hurt his chance to win by not responding to the attacks hurled against him by the Republican Party.

Let surrogates, or substitutes, attack your opponent. In the 1992 presidential election campaign, then-president George H.W. Bush called Bill Clinton and Ross Perot bozos at a debate. Many voters were turned off with this incident because they thought it showed a lack of professionalism. Bush should have let his vice-president, Dan Quayle, levy an attack.

Do not campaign for the votes you already have; for example, you should not focus on the groups of voters who usually vote for the political party you represent. All candidates should focus on receiving votes from independent voters. If you run as a Democrat, you should campaign to receive votes from Republican voters who are unhappy with your Republican opponent. If you represent the Republican Party, you should target Democratic voters who are unhappy with your Democratic opponent.

Negative ads work. You may be concerned about turning off voters by having a mud-slinging match with your opponent; however, it is necessary to discuss your opponent's mistakes and criticize the stance your opponent holds on certain issues.

Avoid real issues in your media campaign; for example, you should not discuss or offer solutions to "hot" social issues such as abortion and stem cell research. If you discuss inflammatory issues, you will probably alienate certain segments of society and lose votes.