One tool the Obama campaign has used effectively is creating content that is more storytelling than PR. It’s very casual, and connects directly with readers.
Every campaign and conservative organization should look at creating their own journalism team. Here’s a great article on how to get started.
A 5-step guide to starting a brand journalism program
“The idea of creating original content to draw in an audience is nothing new. In fact, businesses have pushed out various forms of this type of content marketing for decades.
“However, change is on the horizon. Many big players are already capitalizing and practicing a new style of content marketing, and some do it so effectively that you may not have even noticed.
“It’s called brand journalism, and it uses social media to build influence, improve search results, and spread ideas and excitement about a particular industry.”