With election day passed and results totaled, it’s easy to see who had success in the midterm elections and who seemed to flounder. Now in the aftermath, it’s possible to look at what steps differentiated the successful campaigns from the failed.
One common thread in the successful midterm campaigns and the overall political field today is the necessity of a good public image and knowing how to manage it. With virtually 24/7 media coverage politicians are forced to always be on their toes. This is where the importance of public relations comes into play. With so much time spent in the public light, a well-crafted public image can be hard to accomplish.
In a campaign, public relations personnel are responsible for helping manage crisis situations, honing and defining messages, and upholding public standing. Maintaining a candidate's relationship with the public requires a multifaceted approach. The ability to utilize multimedia sources, “spin” situations, and craft a consistent message, are all necessary for the success of any public relations professional in politics.
With proper management, public relations is a tool that enhances awareness for the candidate and what they support, as well as maintaining the relationship between the candidate and citizens. Even if a candidate is new to the political sphere, a good public relations campaign can change the course of the campaign entirely.