Media Relation Battle in the 2012 Presidential Campaign
Media Campaign in the President Election
Table of Contents
1. General Background in Media Using 1 President Barack Obama: 1 Governor Mitt Romney: 1
2. Communication Objective: 2 Barack Obama: Maintain his Credibility among voters. 2 Mitt Romney: People of America Need a New Rule 2
3. Strategy: 3 For President Obama 3 For Governor Romney 3
4. Media Tactics through the campaign 4 Mainstream Media: 4 News Media: 4 TV Interview 6 Presidential Debate 7 Digital Media: 9 Owned website: 10 Social media 11 In Sum: 14
5.Transmit of Cloverleaf 14 Model #1 Campaign Website: 14 Model #2 Presidential Debate: 15 Model #3 The 47% Incident: 15
6.Comparison: 16 Traditional media coverage: 16 Digital media engagement 17
7.Conclusion: 17 On the news media: 17 On TV interview and debate 18 On the digital media: 18 In Sum: 18
1. General Background in Media Using
President Barack Obama:
President Obama has his success in media harness. Back in 2007, he was just an anonymous senator from Illinois[1]. Yet a year later, he successfully turned himself from a little-known senator into the Democratic nominee and 6 months later became the 44th president of the United States after winning the election against Republican candidate John McCain. Deep inside, a major success factor for Obama’s victory was how Obama’s campaign used social media and technology as an integral part of its strategy, to raise money, and, more importantly, to develop a groundswell of empowered volunteers who felt they could make a difference. Obama’s political campaign involved with variety of social media platforms. We can easily connect to President through media like Twitter, MySpace, Facebook, YouTube and Podcasting. By the year of 2012, Obama has more than 20 million (21,311,555) followers from twitter and more then 30
Table of Contents
1. General Background in Media Using 1 President Barack Obama: 1 Governor Mitt Romney: 1
2. Communication Objective: 2 Barack Obama: Maintain his Credibility among voters. 2 Mitt Romney: People of America Need a New Rule 2
3. Strategy: 3 For President Obama 3 For Governor Romney 3
4. Media Tactics through the campaign 4 Mainstream Media: 4 News Media: 4 TV Interview 6 Presidential Debate 7 Digital Media: 9 Owned website: 10 Social media 11 In Sum: 14
5.Transmit of Cloverleaf 14 Model #1 Campaign Website: 14 Model #2 Presidential Debate: 15 Model #3 The 47% Incident: 15
6.Comparison: 16 Traditional media coverage: 16 Digital media engagement 17
7.Conclusion: 17 On the news media: 17 On TV interview and debate 18 On the digital media: 18 In Sum: 18
1. General Background in Media Using
President Barack Obama:
President Obama has his success in media harness. Back in 2007, he was just an anonymous senator from Illinois[1]. Yet a year later, he successfully turned himself from a little-known senator into the Democratic nominee and 6 months later became the 44th president of the United States after winning the election against Republican candidate John McCain. Deep inside, a major success factor for Obama’s victory was how Obama’s campaign used social media and technology as an integral part of its strategy, to raise money, and, more importantly, to develop a groundswell of empowered volunteers who felt they could make a difference. Obama’s political campaign involved with variety of social media platforms. We can easily connect to President through media like Twitter, MySpace, Facebook, YouTube and Podcasting. By the year of 2012, Obama has more than 20 million (21,311,555) followers from twitter and more then 30