Every four years the atmosphere in the media takes a shift toward the impending presidential election. Two of the most anticipated events in politics are the Republican National Convention and Democratic National Convention. Whether you are a Democrat, Republican, Independent or have another party affiliation: Watching both national conventions is a perfect way to not only get informed on pressing issues of the election, but also to watch public relations practices in action.
In order for candidates to get their constituents’ votes, candidates must know their constituents and be able to appeal to a vast range of needs. The speakers at both national conventions were key in attempting to reach as many different demographics of voters, and especially important in tallying up the Independent vote. The conventions allow both parties to highlight their accomplishments and generate support in weak areas, using PR strategies is an integral part of this process.
According
to an article on CBSnews.com, Hispanic voters hold the key in this year’s
election. This isn’t just a matter of opinion; an appeal to Hispanic voters was
evident at both the RNC and DNC. With minorities (especially Hispanic) leaning
toward Obama in the polls, the RNC had to reach this demographic. The choice of Florida Senator Marco Rubio and
New Mexico Governor Susana Martinez to speak at the RNC was a PR strategy by
the GOP to identify with Hispanic voters, even more so after its anti-immigration
stance in the primaries did not fare well with minorities.
On the
other hand: Since President Obama is up for re-election and under scrutiny from
Republicans for not keeping his promise of change, it was in the Democrats best
interest to showcase what he has accomplished during his four years in office.
An example of this was Arizona mom Stacey Lihn speaking on how Obamacare is benefiting
her daughter, who was born with a heart defect. She explained that the
Affordable Care Act prevents insurance policies from placing a lifetime cap on
most benefits, emphasizing that this will allow her daughter’s insurance to
cover the surgeries she needs. She even stressed the fact that if Romney wins and
repeals Obamacare, she doesn’t know how she will be able to pay off her
daughter’s medical bills. This PR tactic appealed to mothers across the board (even those with healthy children), while
it also appealed to people with hefty medical bills. Plus, it demonstrated
Obama’s reliability against Romney’s criticism. It highlighted that he did what
he promised in the healthcare sector, a huge platform point in his 2008
campaign.
Both conventions
gave plenty of examples that showcase the careful PR strategies behind
political campaigns; choice of speakers was only an aspect of it. From camera
cues and angles, to video montage filled with inspiring music and citizen
testimonies, public relations continues to silently dominate the behind-the-scenes
work in politics throughout this election.
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Link to article: http://www.cbsnews.com/8301-215_162-57363773/why-hispanics-hold-the-key-in-2012/
By: Ana Gomez, University of Florida PRSSA Online Strategy Committee
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