Political Communication

As we move into 2025, more people will be dedicating time and resources to creating digital political advertising plans. The Campaign Workshop has been actively involved in digital political ads for over a decade, and each year we have seen a growing emphasis on the importance and effectiveness of digital advertising within political campaigns. 
Why spend money on digital political advertising now?

Keith Gaby is a political communications and public affairs specialist with over 30 years of experience. Previously, Keith has worked on two presidential campaigns, as well as being appointed to the position of Director of Intergovernmental affairs before working as a speechwriter for the Office of the Secretary of Defense. Throughout his successful career he also directed two films, The Quality of Light and The Bigger Hammer, a film which analyzes the messaging of the Obama and McCain campaigns during the 2008 presidential election. Currently Keith serves as the Vice President of Public Affairs for the Environmental Defense Fund, an organization dedicated to climate justice across the globe. This week, we asked him 7 questions about his career path and experience. Check out the podcast interview here. 

Todd Rogers is a professor of public policy at the Harvard Kennedy School of Government and is a behavioral scientist who has done research on increasing communication skills between families, educators, and students, employees, consumers, and voters. He is the faculty director of the Harvard Behavioral Insight Group, which focuses on using behavioral science for public good. Todd co-founded the Analyst Institute, which focuses on measuring and improving the impact of progressive campaigns on voter communication and everyday labs, which works with school districts to reduce absenteeism and increased learning by better communication with families. He is also the author of the new Writing for Busy Readers, which came out in September of this year, and is a practical guide for writing more effectively and practically to increase communication skills. This week we asked him 7 questions about his work and career. 

You can check out the Podcast interview here. 

Annie Duke is a decision-making expert and a former professional poker player. She won her first World Series of Poker, as well as the World Series of Poker Tournament of Champions, in 2004. In 2010, she went on to win the NBC National Heads-Up Poker Championship. Annie Duke founded a nonprofit called How I Decide in 2014 that helps young people develop stronger decision-making skills. Prior to her professional poker playing career, Annie Duke was awarded a National Science Foundation Fellowship and studied cognitive psychology at the University of Pennsylvania. She recently authored Thinking in Bets: Making Smarter Decisions. We talked with Annie Duke about how we make decisions, and how we can make better ones in life and in politics.

Much has been said about political email, especially as it grows in popularity. Email is certainly not going anywhere and political email has proven to be an effective tool in both recruiting supporters and raising money for your campaign. It’s important to pay attention to all aspects of your email, but how much attention should be paid to the sender?

For campaigns, email is an important and cost effective means of communication. While I am not an email expert and do not have in depth knowledge of open rates, conversions, etc., I have worked with both the MailChimp and Constant Contact. In truth, both MailChimp and Constant Contact are fairly similar services and can both work within the confines of small to mid -sized campaigns. With that said, below is our assessment of which would work better for small campaigns, MailChimp or Constant Contact.

Candidate campaigns have a number of options when it comes to their communications mediums. Which communication medium a campaign chooses depends largely on their strategic objectives, targets, and, of course, budget. Below is a very general overview of the most common modern candidate campaign communication mediums and their pros and cons.

As someone who loves words, let me just say that I know how difficult it is to edit down a painstakingly written tome that’s full of all the knowledge and wisdom you want to share with the world. In political communication every word seems so vital to your message and to other people’s understanding of your issue or campaign. When it comes to communication it is especially important to make your point from the beginning.

The recent off-year elections may not have gotten a ton of national press, but for people living in states where major offices were decided, they were extremely important. In some ways, a campaign is a campaign, and your online communications program should be reflective of that.  In others though, off-year elections are pretty different, and planning your digital strategy with those differences in mind can yield some great things.

The advertising world is well-versed in using and exploiting the visual language of typography to convey messages that go beyond the overt, verbal language on the page Cal Swan, author of Language and Typography, says, “These two distinct areas often come together in practice as there is clearly a very strong relationship between the conception of the words as a message and their transmission in visible form.” Nowhere is this more important than in political messaging.