January 11, 2007
Consultants' Corner: Keeping An Open Mind
E-Voter Institute, a non-partisan trade assn that conducts research on the convergence of the Internet and politics, "aims to accelerate the use of the Internet in political and advocacy campaigns in order to promote a more robust democracy." The assn's most recent '06 research findings show the convergence is becoming more mainstream.
Sponsored by PointRoll Inc., the E-Voter Institute's fifth annual survey of communication leaders and first annual survey of voter expectations found that there is "an increasing awareness that web-based tools are complementary to traditional campaigning techniques and are being accepted as part of the arsenal to win elections." It is projected that between '06 and '08, "the percentage of consultants spending over 20% of their campaign budgets on Internet communications will rise from 12% to 32%."
E-Voter Institute pres. Karen Jagoda says consultants' past hesitations about using the Internet are declining. Online initiatives were originally viewed as too expensive and not as an emotional medium. But with prices dropping and the incorporation of video online, not to mention peer pressure, attitudes are changing. Moreover, with "changes in technology and a steep learning curve, consultants are taking a more practical view towards the Internet." Seven out of ten consultants say "rich media is effective for raising money and motivating the base." And "nearly" seven out of ten consultants believe it is effective for persuasion [KATHERINE LEHR].
The research also indicates there is a significant difference in the way voters and consultants view techniques as effective. For instance, "voters see more control in mass media media messages than in personal communications from campaigns," particularly the use of online mass media and newspaper ads. Conversely, consultants are spending money on techniques "with an emphasis on personal communications that they can control," such as telephones and direct mail. Jagoda notes that candidates typically do not want to receive a lot of feedback and therefore, consultants package messages just to be delivered. Jagoda: "If you get into a dialogue, you could get yourself in trouble."
E-Voter Institute, which was founded in '99, grew out of a "ground-breaking case study measuring the impact of online advertising for political candidates." The case was inspired by the name recognition received from City Councilor Peter Vallone's (D) campaign ads on the New York Times' website during his '98 run against NY Gov. George Pataki (R). Jagoda: "We thought one sighting wasn't enough." Since then, Jagoda says candidates are using the Internet to rally the base and for fundraising purposes. It also acts as a tool of persuasion, but more money needs to be devoted to web-based tools in order to level the playing field with other traditional methods.
As for the power of the Internet, Jagoda points to ex-Sen. George Allen's (R-VA) infamous "Macaca" incident in '06. It is "extremely demonstrative" of the effectiveness of video online and an "unintended consequence of free media." Looking to '08, the assn will be holding a conference in Washington, DC, 1/24 to assess the role the Internet will play. Jagoda says the online presence in '08 will be dependent upon how much the sr. advisers are willing to embrace the Internet. Candidates "know it worked" in '04 and will incorporate it into their strategies in '08, however, "something that may or may not have been invented could make it essential." Jagoda: "There has been a shift over the years of acceptability, but we are still waiting for the breakthrough candidate"
Posted at 12:00 PM
Comments
Great just what we need a bunch of cry baby liberals who don't pay their bills and run from every battle. Hey losers why don't you stay on the coast were you belong!
Kenneth | 01.11.07 12:49 PM
 |
Post a comment
The Watergate · 600 New Hampshire Ave., NW
Washington, DC 20037
202-739-8400 · fax 202-833-8069
NationalJournal.com is an Atlantic Media publication.
