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Fundamentals of campaigning
Where most see problems,
we see opportunities.
The stage may be a foundation for you to build a palace upon. Your entire
campaign heavily depends on the quality of rough, preliminary work.
1. Team building
First and foremost you should shape up a team consisting of top specialists
in the following fields:
Public relations and political marketing
Social Media management
Web-design and web-development
Apart from your personal staff you should organize a well-structured
network of volunteers in every region of the country. This is an example
Eventually it is their groundwork that will play a crucial part.
2. Research and program development
Before you start campaigning you should conduct comprehensive situation
assessment and identify key factors for achieving the goal.
You need to analyze:
1. Economic situation
2. Foreign and domestic security threats
3. Social and political environment
The information will form the backbone of your program that should contain
plans to resolve most crucial problems and forecasts of developments in
case you are successful.
You should set priorities and goals you want to achieve when elected
There should as well be conducted opinion surveys in order to:
Identify your supporters
Identify those who favor your agenda
Identify swing voters
Identify opposition supporters
Afterwards you have to arrange every group of voters by:
This way you break down society into various target groups each
demanding a unique approach. You can use the data in order to put into
practice the fundamentals of any campaigning:
Get your supporters to vote for you
Convince those who favor your agenda to support you
Convince swing voters to support you
Convince opposition supporters not to vote
Besides you need to identify your own potential weaknesses and foresee
possible actions by the opposition. That will help you develop a proactive
You need to run a model of any possible developments and work out some
measures and counter-measures for every option so as to always be at
least one step ahead of your opponents. To this end you have to divide
your team into groups each dedicated to achieving its own clear objectives.
4. Practical issues
Considering that the Internet and social media play ever increasing role in
providing people with relevant information you need to develop your own
web-site and integrate profiles in most popular social networks into it.
The web-site has to contain the following pages:
1. About: biography, family photographs, education, experience,
personal message to voters
2. News. Logged in users should be able to send comments for
3. Program: both the entire document and every issue in detail
4. Get involved: engaging volunteers, information about events you
participate in, etc.
5. Feedback: forms for e-mails and contact information for old-fashioned
paper letters, invitation to friend lists in social networks
6. Online store: T-shirts, caps, badges and any other type of souvenirs
with your campaign symbols on them at give-away prices or for free.
Though a well-judged content is very important you should not disregard
the technical side of the issue. Navigation across the web-site has to be
intuitive and switching between pages and sections – swift and logical.
Sections containing sub-sections must have a drop-down menu. Your website has to be displayed correctly on any kind of device regardless of its
screen-size and it must be translated into the languages used by your
voters. Registration forms need to be as simple as possible, users should
be able to register via their social network profiles. You need to be sure that
your web-site is protected against cyber-attacks.
1. Commitment to work
By this moment you need to have a clear strategy of measures and
counter-measures. Your team should be staffed and every member should
be perfectly aware of responsibilities. You need to correctly understand the
concept of campaign and be committed to hard work to achieve the results.
2. Continuity planning
You are supposed to be continuously involved in the process at this stage.
Your team has to perform daily situation analysis and revise plans
3. Daily alignment
You should engage all available resources simultaneously in order to cover
your every speech and public event you attend. That will expand your
You need to constantly educate your team members. Take advantage of
their daily experience and organize additional trainings for them. Reduce
the number of weaknesses. Encourage feedback. Train volunteers.
5. Being online
Being continuously online shows that you are not stuck in the past and can
adapt to new trends. It makes you seem more approachable and genuine.
It also strengthens inter-supporter bonds and enables people to selforganize.
6. Compelling message
Your every speech has to contain compelling message that would make
people think positively of your campaign, which must be based on their
7. Local campaigning
Making the problems of people in the regions your priority and involving
them in your campaign is one of the key factors of success.
8. Involving supporters
Initially you should engage country and region scale celebrities. They may
be actors, writers, musicians, bloggers, TV-hosts, members of public
organizations and simply reputable people. However they are only a small
part of the involvement process. Your main priority should be to engage as
many ordinary people as possible. This will make you a man for the people.
Achieving the goal requires that you attend local events and use all
available resources to inform people of the range of options for them to be
involved. Encourage self-organizing of supporters and their commitment to
join your campaign, be enthusiastic. You need to be included in the
people’s social circle.
9. Anticipate threats
You have to be ready that your opponents will use dirty campaigning
practices, therefore engage your supporters to reduce their detrimental
effect. However you should better be proactive and forestall the threats.
10. Being in touch
It is necessary to inform the voters of where, how and when they will be
able to cast their ballots. Your main objective is to encourage as many of
your supporters as possible to go to the polling station.