Your Campaign Web Site

By: Larry Miller

As the title implies, if you are running for political office or seeking to influence public opinion, you need a web site. Today, having a web site it just part of the price of admission to play the game... unless you are running unopposed for a seat on the county water treatment board. Once you've piqued the public's interest, a web site is the place many people will go to find out more about you and your positions.

Because of this, your web site must look professional and your webmaster must have the ability to make quick changes and additions in response to issues that arise during the race. It is not a static advertising piece like a brochure, but a living document that reflects information and conflicts that come to light during an election cycle.

Communication of your message is the key to winning votes. Your web site lets you bypass, to some extent, the broadcast and print media with your entire story unfiltered by agenda driven reporting.

Obviously you want to have positive information about you and your family. You want the voters to see you as an honest, reliable, everyday kind of person that they can relate to. If you happen to live in a fifty room mansion, it probably would be best not to show it... your opponent certainly will... but don't make a big deal about it.

Invite people to events, give directions to make sure they get there. Show pictures of supporters having a good time or cheering you on. Let them know there is a vibrant and growing grassroots group promoting your candidacy.

Get key supporters to write short (2 to 3 paragraph) endorsements for site visitors to read. This is particularly important if you don't have a great deal of name recognition yet. By doing this you are, in a sense, borrowing the recognition accorded your supporters and taking advantage of their public persona. This can be critical in bridging the gap if your opponent is better known by the public.

Put together a downloadable press kit for any members of the media that may be looking for background information about you. You want to make sure they get the details correct so they don't work off of rumors and innuendo provided by your opponent or uninformed sources. This should include a brief biography, outline of your positions, campaign itinerary, and an official campaign portrait. You should also include an archive of press releases issued by your campaign.

The contents of your positions page allow you move beyond the sound bite journalism used by most outlets. Instead of a quick and sensational quote that may or may not adequately let the voters know where you stand, this is your opportunity explain how you came to the conclusion you did and why your position is better for the voters than your opponents. You can add links to references that bolster your positions and prove your point. This is especially important if you are going against “conventional wisdom” and impressions that “everyone knows” to be true.

The last thing to include is something that has become increasingly important over the past few election cycles. That is a fund raising page. Being persistent, but not obnoxious, in giving supporters opportunity to contribute will help increase your campaign account and maximize your chance of winning on election day. Don't forget to acknowledge contributors. You may want to give them the option of not being listed as some business people tend to shy away from public political discussion. The information is usually available to those looking into election records, but it is best to respect their wishes.

Unlike the Field of Dreams, just building a web site will not make the come. Make sure your web address appears on all campaign literature, including print and broadcast ads. Make sure your webmaster does his best to optimize it for search engines. That is a topic far beyond the scope of this article, but, suffice it to say, it is that important.

Promote your site everywhere you go, at public appearances, on applicable blogs and anywhere you “press the flesh”. It is your story, completely under your control. This is what you want people to know about you.