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Trail to the Chief: How the Presidential Campaign is Reshaping Technology Use

This article by Katrina Kokoska was published in the Fall 2012 edition of Public Relations Tactics. It is posted here with permission. August 31, 2012 Every four years, athletes and fans from their home countries focus attention, training and resources on the Olympic Games.  And as the Olympics move nearer to the opening ceremonies, the art and science of athletic performance advance. Think of the U.S. presidential election as the Olympics for communicators. Every four years, the pressure on political parties mounts as they work feverishly to exploit every possible method of delivering votes — particularly from battleground states. It is a perfect alignment of political strategy, technology and consumer behavior.  As the election gets closer, the art and science of persuasive communications leap forward.  The PR community must jump with it or we risk getting left behind. President Franklin …

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