Answer to Question 1
Answer: An ideal response will:
1. Discuss traditional media, which include content appearing in newspapers and magazines, as well as radio and television. Traditional media offer free coverage, which raises name recognition; however, the campaigns cannot control the content of these media.
2. Discuss new media, which include content that appears on the Internet, blogs, and social media sites. New media allow the campaign to respond rapidly to political events. These forms of media may be effective with politically engaged individuals but not with those who are not engaged.
3. Discuss the use of paid advertising by political campaigns. Ads allow campaigns to have complete control over their message and how the candidate is presented, but at a significant cost. Recently, the media have been scrutinizing the content of campaign ads and reporting what they find. This somewhat limits the ability of the campaign to present its message as it sees fit.
Answer to Question 2
Answer: An ideal response will:
1. Indicate that the communications director develops the overall media strategy for the campaign and heads the communications staff. This person stays apprised of media coverage and supervises media consultants.
2. Indicate that the press secretary interacts and communicates with journalists on a daily basis and acts as a spokesperson for the campaign. This person is often quoted by the media.
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