New media deserves its own seat at the table.(CONSULTANTS' CORNER)

Campaigns & Elections | November 1, 2007| | Copyright

Previous dalliances aside, we're now in the third national campaign cycle that features a significant new media component. Fortunately, campaigns now realize the importance of a new media engagement and they generally include a new media director or consultant.

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Unfortunately, while campaigns have figured out how to hire a new media person, they have not yet learned how to effectively integrate that new media operation into the campaign.

In far too many cases, what they're paying for is simply a spokesman to the Internet, ...

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