It’s that time of year again! You may start to notice more and more political campaign ads appearing on your television screens as candidates gear up for Election Day.
But what actually goes into these ads behind the scenes?
There are several moving parts. First, a campaign must develop a compelling concept and script. Then comes securing a location, filming the spot, and moving the footage through multiple rounds of editing. Once the final version is approved, the ad is distributed for placement.
However, before any ad hits the airwaves, campaigns often aim to generate a strong headline. That’s where public relations professionals come in. Our role is to work with reporters at national and local outlets to pitch the ad as an exclusive, helping ensure it reaches a wide audience — including members of the press and donors who want to understand how campaign resources are being used.
In today’s media landscape, landing exclusive coverage for a political ad has become more challenging. Many outlets strive for balance; if they cover one candidate’s ad, they often feel obligated to cover others as well. It’s a fair approach, but it raises the bar for what qualifies as newsworthy.
That’s why it’s critical to make a strong, strategic case. We provide reporters with key details, including the ad’s messaging, timing, reach, and media buy details. Every element helps build the argument for why the ad deserves attention.
If we secure coverage, it’s a major win.
Regardless, the work doesn’t stop there. Campaigns must amplify the message through press releases, social media, and direct outreach to donors and grassroots supporters. This coordinated effort ensures the ad reaches as many people as possible.
A successful campaign ad isn’t just about what appears on screen, it’s about the strategy, coordination, and storytelling behind it. That’s why having experienced PR professionals on your team is essential to maximizing impact when it’s time to make a splash in the news.
If you’re looking for political communications support, contact us today.
-Brittany Yanick, Vice President of Political Communications