Risks Involved

this page should probably be a section of another page. i dont know where yet, but we will find a place.

The Model for Political Campaigning Has Changed…New Environment Comes with New Risks!
The age where a candidate could send out position papers and carefully guided advertisements has ended and has been replaced with a more radical phase where the politician himself (or herself) has became a brand in the public domain. Average citizens are now considering themselves stakeholders in these brands just by being members of blogs or facebook groups and according to Rob Underwood of Deliotte Consulting, a politician’s “resistance to this [new environment] may be futile[1]." Rather than avoid new media altogether, politicians need to adopt and adapt these changing technologies into their campaign strategies. With new media, candidates are vulnerable to both on and off-line threats as it increases the chances of having a campaign message twisted in an unwanted way. A politician must be willing to defend his or her brand online as politicians often lose control of crafting their messages as revisionists can hack into their blog messages to alter the content and negative blog coverage can frequently occur on other sites. Politicians truly need to reconsider their crisis management strategies and be prepared to respond quickly if necessarily negative attacks do occur. Politicians also need to adapt their media plan to ensure that includes a blend of both tradition and new media to keep in contact with supporters in all arenas.

Bibliography
1. Anonymous. Presidential Campaigns Show Businesses How to Tap Social Networking and New Media Tactics: Deloitte. PR Newswire. New York: Mar 13, 2008.
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