Press Secretaries and Political Consultants

If you were to manage a political campaign, how would you go about publicizing the candidate to the largest number of voters? You'd use TV, of course. The need for TV and radio spots during a campaign is the reason it costs so much today to run for office. And it's also the reason many politicians hire professionals with an understanding of media relations to help them get elected. Once elected, a politician continues to rely on media relations experts, such as press secretaries, political consultants, and political managers, to use the media to portray the politician in the best light. In recent years, such words as "spin," "leak," and "sound bite" have entered the daily vocabulary of news and politics to describe elements of political coverage in the media.

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