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Article: New Media Deserves Its Own Seat At The Table
- Article from:
- Campaigns and Elections
- Article date:
- November 1, 2007
- Author:
CopyrightCopyright Votenet Solutions Inc. Nov 2007. Provided by ProQuest LLC. (Hide copyright information)
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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.
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, just another distributor of press releases and yesterday's news.
There are a number of likely reasons for this misallocation of the new media team:
Tradition
Senior ...